Introduction to Social Media Marketing:  

•       Key Concepts of Digital Marketing.
•       Traditional v. Digital Marketing.
•       Social Media Marketing characteristics. 
•       The Opportunity of Social Media Marketing.
•       Implications of Social Media Marketing.
•       Market Research v. Market Reality.

 Social Media Marketing: How to Discover and Reach Online Target Audience:

•       Key consumer behaviours along the route to purchase.
•       Knowing what the business/company is offering.
•       Building and updating your audience persona.
•       Monitoring audience analytics.
•       Reach out to niche websites and relevant influencers.
•       Selecting the right platforms to connect your content and target audiences.
•       Use of social listening tools.
•       The pros and cons of mobile optimised sites and native apps.

Mastering Social Media Marketing:

 

Digital Display Advertising:

 

•      Key Digital Display Concepts.

•       Benefits of Digital Display.

•       Challenges of Digital Display.

•       Business Value.

•       Running Effective Ads about the Company.

•       Ad Formats.

•       Ad Features.

•       Ad Display Frequency.

•       Campaign Planning.

•       Campaign Steps.

•       Campaign Objectives.

•       Campaign Budget.

•       Creative Formats.

•       Targeting.

•       Tracking your Campaign.

•       Optimizing the Campaign.

•       Laws & Guidelines. 

      Overview: Content Strategy:

•       What is Content Strategy?
•       It's Not Smart if It's Not Strategic.
•       Intro to Audience and Experiences.
•       Using Medill on Media Engagement.

 
Audiences and Brand:

•       Understanding Your Audience.
•       Creating Personas.
•       Segmenting Your Audience.
•       Targeting an Audience with Experiences.
•       Marketing/Branding Your Content.
•       Creating a Core Creative Concept.
•       The Identity Experience.
•       Media Concepts.

 
Preparing and Planning Content for Your Audience:

•       What content is applicable for your audience.
•       How your audience absorbs content.
•       Optimize your topic and content relevance to maintain ready-to-go research.
•       Tips on what makes an effective content creation strategy.

 
The Content Creation Toolkit:

•       Different types of content: written, visual, video, audio and more.
•       Sources for free content templates.
•       Customize your templates and set guidelines for multiple users.
•       Toolkit: Budget-friendly resources and tools to create content.

Different Types of Social Media Content:

•       Different types of content.
•       Best and bad practice examples of how content has been used.
•       Best practices about re-using your content efficiently.

 
Create Engaging Visuals for Social media:

•       How visuals can support your message across social media.
•       Valuable guidelines to adapt your visuals for your different social channels.
•       What makes a great visual: themes, subject, composition, color palette.
•       Maintaining quality with the proper size ratio and image-to-text ratio.

 
Experiences and Voice:

•       What Are Experiences?
•       Why Do Experiences Matter?
•       Understanding the Experiences.
•       How Experiences Apply to Content.
•       Development of Tone and Voice.
•       Importance of a Unique Content Voice.
•       Best Practices for Professional Writing.
•       Using a Story Arc with Content. 

Final Project: at the end of this training program, participants will be required to develop an advanced content strategy for this organizations, to practice the skills they acquired during the training program