LEARNING OUTCOMES FOR DIGITAL MARKETING AND SOCIAL MEDIA MARKETING (SMM) MASTERCLASS

• Learn how to create your social media strategy and a specific framework by which to devise it
• Obtain deep understanding on the relevant key performance indicators to measure Social Media success
• Understand the arsenal of tools available for you to promote your business or product
• using the most popular and effective social media channels
• Gauge who your key social media influencers are and how to include them in their social media strategy
• Analyse the impact of your social media strategy
• Discover ways to be able to adapt your social media strategy in in real-time
• Learn how to set a long-term content strategy, which will be maintained fresh with ideas whilst consistent in delivery

METHODOLOGY

• Quizzes. For long, complicated training, stop periodically to administer brief quizzes on information presented to that point. Begin sessions with a prequiz and let participants know there will also be a follow-up quiz. Trainees will stay engaged in order to improve their prequiz scores on the final quiz. Further this will motivate participants by offering awards to the highest scorers or the most improved scores.

• Small group discussions. Break the participants down into small groups and give them case studies or work situations to discuss or solve. This is a good way for knowledgeable veteran employees to pass on their experience to newer employees.

• Case studies. Adults tend to bring a problem-oriented way of thinking to workplace training. Case studies are an excellent way to capitalize on this type of adult learning. By analyzing real job-related situations, employees can learn how to handle similar situations. They can also see how various elements of a job work together to create problems as well as solutions.

• Active summaries. Create small groups and have them choose a leader. Ask them to summarize the lecture’s major points and have each team leader present the summaries to the class. Read aloud a prewritten summary and compare this with participants’ impressions.

• Q & A sessions. Informal question-and-answer sessions are most effective with small groups and for updating skills rather than teaching new skills. For example, some changes in departmental procedure might easily be handled by a short explanation by the supervisor, followed by a question-and-answer period and a discussion period.

• Question cards. During the lecture, ask participants to write questions on the subject matter. Collect them and conduct a quiz/review session.

• Role-playing. By assuming roles and acting out situations that might occur in the workplace, employees learn how to handle various situations before they face them on the job. Role-playing is an excellent training technique for many interpersonal skills, such as customer service, interviewing, and supervising.

• Participant control. Create a subject menu of what will be covered. Ask participants to review it and pick items they want to know more about. Call on a participant to identify his or her choice. Cover that topic and move on to the next participant.

• Demonstrations.  Demonstrate the steps being taught or the processes being adopted.

• Other activities.
  • Create a personal action plan
  • Paraphrase important or complex points in the lecture

COURSE CONTENT

Day 1: 9.00am – 1.00pm

Module 1 :

Digital Marketing

A brief overview about digital marketing and all relevant set of activities:

• Search Engine Optimization
• Local SEO – Google My Business
• Search Engine Marketing – Google AdWords
• Display Advertising – Contextual | Behavioral | Targeted
  • Google AdWords
  • Facebook
  • LinkedIn
  • YouTube
• Content Marketing & Blogging
• Social Media Marketing
• Lead Generation
  • Marketing Offer – Attractive / Relevant Offer
  • Landing Page – Offer’s details with form
  • Conversion Page – Thank you page
• Email Marketing – using icontact.com
• Video Marketing – YouTube
• Responsive Design
• Google Analytics

Module 2 :

Search Engine Optimization

• What is SEO?
• Why SEO?
• How Search Engine works?
• Google’s Algorithms
• Does SEO take time to see results?
• SEO Tips that every website owner, designer, blogger and content writer need to know!
  • Keyword Research
    • Creating Content Hierarchy first!
    • Brainstorming – Think and discuss them!
    • Google Suggest
    • Related Searches
    • Google Keyword Planner
    • Keyword Tools
    • Google Trends – Finding Search Trends | Most Search Terms
    • How to translate keywords?
  • Organizing the keywords
  • Writing Headlines (Page Titles) with examples
  • Optimizing Page Content
    • What is keywords stuffing?
    • Optimizing Page Content (body)
    • Good Examples
    • Related Posts / Products
  • SEO for Images
  • Internal Linking – Site Navigation
  • How Google reads our pages?
  • Website Speed Testing
  • HTML Improvements using Google Search Console
  • Links from YouTube Videos
  • Social Media Links
    • Manual Sharing
    • Social Media Sharing
  • SEO & PR
  • Users’ Engagement
    • Links to Related Stories
    • Enable Social Sharing
    • Embedding videos
    • Enabling site search feature
    • Bounce Rate & Visits’ Duration
    • Self-hosted Blog

Day 2: 9.00am – 1.00pm

Module 3 :

Google AdWords

• Setting up Google AdWords Campaigns – that avails high ranking at low cost
• Content Structuring
• Understanding Quality Score
• Finding and selecting the right Keywords
• Keywords Matching Options
• Campaign Setup procedure
• Ads and Ad Groups
• Organizing Ad Groups
• Creating Effective Ads
• Optimizing Landing Pages
• Bid Management
• Negative Keywords
• Analytics – Measure and fine-tune
• Remarketing Campaigns – How to configure, Setup and Monitor them?
• YouTube Video Ad Campaigns

Module 4 :

Social Media Management Deep Dive (Part 1):

• Operational realities – Understanding the new Social Media ecosystem: how to move from scheduled, traditional marketing to the new, “always-on” social media world
• The differing platforms, advantages and best-use case-studies:
• Twitter
• Instagram
• Facebook
• Whatsapp

Module 5 :

Social Media Management Deep Dive (Part 2):

• Linked In
• Pinterest
• Google +
• YouTube
• Influencer Marketing – How to determine influencers and how to integrate them in your strategy…

Day3: 9.00am – 1.00pm

Module 6 :

Creating your Social Media Strategy

• This part of the course will offer delegates a framework for devising their own Social Media strategy as well as a long-term content strategy

Module 7 :

Content is King…

• How do you set on your content strategy?
• Growing the idea pool. What are the strategies to drive creative content? This includes an interactive exercise using Mind Mapping to generate content ideas.

…Context is Queen

• When to say what and where?
• Who says what about you or your products? Strategies to leverage User Generated Content.
• The ultimate Word of mouth – How to best integrate User Generated Content into your strategy and ways to pote

Day4: 9.00am – 1.00pm

Module 8 :

Social Media- Driving sales

• The new Alphabet of Social Commerce: insight into the new Facebook, Mobile and Social commerce platforms and how they are changing how customers shop

• Social Media Loyalty – the main tools available to drive sales digital coupons, codes and other social commerce mechanics to drive sales.
• Your Social Media Calendar- main considerations to drive your calendar and fundamental tools to implement your social media promotions

Module 9 :

Social Media – Driving Customer Retention

• Social Customer Retention: The key to success – strategies for turning existing customers into your brand ambassadors through social media
• Driving Customer Engagement – How to use social selling to drive revenues
• Social CRM – How can I help you? This part of the session will highlight ways to support customers through their purchase process with you: including live chat, help desk and other customer support functions

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