Social Media Master Class

Social Media Master Class for Business and Marketing Innovation

Leverage from the Social Media Wave that is redefining the business

Course Duration: 2 Days


This Program looks at the effect of social media and web 2.0 / 3.0 on marketing communications and public relations and provides valuable hands-on techniques and tools to understand and harness the opportunities of User Generated Content.

Using a combination of reputation monitoring and mapping tools, and reviewing examples of best practice social media marketing and online PR, delegates will come away with a solid understanding of how to plan and manage their communications in an age of digital networks.

If you're experienced in putting social media and online PR tools and techniques to effective practical use, our advanced social media course may be of interest.

Introduction to Social Media Marketing

The web has given customers a forum to voice their opinion on anything and everything from what they love to what they hate. This diversity of comment means that your products are being discussed right now and this is influencing customer perception and action.

A well-planned social marketing programme can change how you interactwith your customers and the way customers perceive your brand.

On successful completion of the course delegates will:

  • Establish clear objectives for a social marketing strategy.
  •  Evaluate the countless opportunities and platforms.
  • Use social marketing as an opportunity to have continuous, valuable exchanges with customers.
  • Integrate social media into marketing programmes.

Who should attend?

  • E-Government and eService Leaders
  • Chief Marketing Officers
  • CIOs, IT Managers, IT Directors and CTOs
  • Project Managers and Consultants
  • Telecom and Internet Service Providers
  •  Information Technology Professionals
  •  Public Relations professionals
  • Communications professionals
  • Marketing professionals
  • Digital marketing professionals
  •  E-commerce professionals
  •  Journalists
  •  Academics
  •  Course is suitable for manager and executive level

Course Contents and Assignment

The course comprises the following Modules:

Module 1: Introduction and Strategy / Listening and Building

  • Introduction to the strategic approach to planning and implementing a social media marketing strategy
  • Creating a social media plan
  •  Pre-planning
  •  Social media introduction
  •  Steps to create your social media plan
  • Budgeting your social media plan
  •  Creating a social media plan
  •  create your target profile and set specific goals
  • Measure ROI
  • Budgeting for Successful social media plan
  •  Strategies for organizing your Corporate Social Media Program
  •  Social Media Marketing :strategy to commerce

Learning objectives

  •  You will be introduced to some of the various platforms from wikis to blogs, from online video to social networks
  • This module covers creating a strategy for online marketing, social media, blogging and digital video for business.
  • You will understand how to develop a plan for your web site, social media & email database, focusing on the best investment of your time & money
  • Establishing the goals and KPIs for your social media communications program

Module 2: Facebook

  •  What is Facebook and how it can be used for business
  •  Current Facebook statistics and the growth of Facebook
  •  Creating your Facebook personal and business pages
  •  Using Facebook to build your community
  • Facebook terminology
  • Integrating Facebook into your communications plan
  • Facebook – growing your personal profile to drive traffic to your business page
  • Facebook networking, questions, groups, timeline, ticker, lists, subscriptions, business cards,
  • How to communicate effectively with your Facebook community
  • Facebook Advertising, Events, Places, tips and cool tools
  • Monitoring you Facebook social community
  •  Facebook tips and tricks
  • Best practice case studies of Facebook

Module 3: Twitter

  • What is Twitter and the anatomy of a Twitter profile
  •  Tips and tricks for optimizing your Twitter business
  •  How and what to post to Twitter
  • Who to follow and how to find potential followers
  •  The power of twitter Search and how to optimize your saved searches
  •  Twitter tools – free and paid
  •  Twitter advertising – current options and future trends
  • Twitter branded pages – examples and case studies
  • Reputation management on Twitter case studies throughout

Module 4: LinkedIn

  • Getting your LinkedIn profile to 100%
  • Building and developing your LinkedIn connections
  • Personalizing your account to stand out from the crowd
  •  Adding applications to your profile
  •  Updating your status
  • LinkedIn Groups and Events and how to use them
  •  LinkedIn Premium – should you upgrade and pay?
  •  LinkedIn Advertising – PPC and Display options, how to implement and how to measure your return on LinkedIn advertising investment
  •  Best practice in setting up and using Company Pages
  • Develop business leads with LinkedIn searches
  •  LinkedIn extras
  •  Best practice case studies

Module 5: Google+

  • Is Google+ "just another social media application" or will it have a significant impact on how we do business?
  • What is Google+ and how is it shaping the social media landscape?
  •  How can it be used to build your business (and personal) profile
  •  Google+ Circles, Sparks, Hangouts and Huddles
  • Google+ Business Pages
  • Using Google+ on mobile devices to connect with clients
  •  Integrating Google+ into your marketing strategy
  • Tools, tips and applications to use to enhance your visibility and profile using Google+
  • Case studies

Module 6: The Future of Social Media

  • History of Social Media and how we have reached the current state of the social media landscape
  • Social Trends – what can we expect over the coming months and years
  • Social Capital – how to develop your goodwill and value, personally and for your business
  • Gamification, Social Gaming and Social Strategy
  • Crowd sourcing, Crowd funding – what makes the crowd powerful and how can you take advantage of this development?
  • Social Learning, Social Enterprise – the new community enterprise
  • How Social Collaboration and Social Commerce can be integrated into your business
  • Virtual worlds
  • Case studies

Module 7: Social Media Monitoring

  • Introduction to Social Media Monitoring
  • Free versus paid monitoring tools
  • Influencer analysis and how you can use this to your advantage
  • Monitoring your social media presence
  • Facebook monitoring – best practices and tools
  • Twitter monitoring – best practices and tools
  • A comprehensive overview of cross social media monitoring platforms
  • Monitoring group exercises
  • Case studies

Module 8: Online PR

  • An overview of PR and developments in Online PR
  • Reputation monitoring tools
  • How to write an excellent online press release
  • Creativity and how it drives engagement
  • Online reputation management through Online PR

Module 9: YouTube & Video in Social Media Marketing

  • Introduction to Digital Video
  • Introduction to YouTube (and other video sites)
  • Understanding YouTube, Vimeo, etc
  • Using YouTube, Vimeo and other video hosting as social media websites
  • Using YouTube as part of your marketing plan
  • Creating a YouTube account and an understanding of best practices
  • Developing, creating, editing and uploading video
  • Linking and embedding videos
  • Managing and Reporting your video inventory
  • Case study

Module 10: Business Blogging

  • Overview of Business Blogging
  • Overview of Word Press
  • Key Factors to consider when blogging for a business
  • Case studies of businesses using blogs to promote their business and nurture leads
  • Why blogging should be part of your digital marketing strategy
  • The structure/format of a business blog
  • Blogging and its impact on SEO
  • Developing your blog – deciding on and creating content, blogging platforms, managing your publishing calendar, blog policies
  • Building your community through blogging
  • Developing your blog “persona”
  • Growing and enhancing your site traffic using your blog(s)
  • Case studies

Module 11: Social Media Strategy and Planning

  • Overview of Social Media Landscape
  • Core Components of Social Media Strategy
  • Social Media Strategy and Planning frameworks

Workshop: Developing & Implementing your Social Media Plan

  • Understand how to develop a social media strategy
  • Develop a research plan in order to implement the various tools and applications studied
  • Provide participants with the practical tools and techniques to create your social media marketing strategies
  • Understand your own business requirements and shape your strategy around these needs
  • At the end of this workshop, you should be in a position to further develop your social media strategy document with a view to immediate implementation

Students will be awarded their certificate on the basis of their attendance record and on the result of a written assignment. This assignment is set by the lecturers and is designed to test your knowledge and understanding social media marketing, including blogging, Twitter, Facebook, Google+, LinkedIn and all of the other tools, applications and strategies that you will have learned throughout the course.