Course Description
Overview
For most of us, social media is a permanent part of our lives — entertaining us, connecting us with others, allowing us to share our lives and helping to shape our decisions. The same is true for business. If you want to be successful in the modern world, you need to be on social media.
Generate leads, connect with customers and watch your business grow! Building effective social media campaigns might seem daunting, but it all starts with a good foundation. When your foundation is strong, your campaigns become unstoppable.
So if you’re getting ready to launch a social media campaign for the first time — or if you’re looking for new ways to improve your game — this LIVE, virtual 2-day workshop has everything you need to generate real results from social media and bring remarkable success to your business. Enroll today.
WORKSHOP AGENDA
Program time: 3 hours each day (6 hours total)
DAY 1: Building the foundation for success
Session 1: Introduction to social media marketing
Advertising vs. content persuasion: How social media redefined marketing
Determining what makes content meaningful and shareable
The simple, step-by-step method to creating effective content with the AIDA formula
Thought leadership…and why it’s critical for marketing on social media
How to construct a marketing campaign that includes your mission, message and chosen marketing channels
Session 2: Your marketing mission
Purpose-driven marketing — why you need to care
Understanding the most common marketing objectives
How to choose the right objective — setting the stage for success
Making your objectives come alive with goals and actions
Bringing it all together — writing your strategy statement
Session 3: Understanding the target market
Demographics, psychographics and other ways to get to know your audience
The focus you need to discover what really drives your consumer
The 4 questions you must answer for your social media campaign to work
Products or people? Understanding the new “digital way of thinking”
Finding your audience…who do you want to attract?
Session 4: Creating a social media brand message
The messages that invite followers — and the ones that turn them away
Exploring consumer experience: It’s not what you say…it’s what you do.
Why your business is the best: Discovering your Unique Selling Proposition (USP)
Benefit-driven communications: How to sell the sizzle
The secret to getting consumers to write a positive review
Session 5: Social media content creation
How to rise above that clutter: The challenges of social media marketing
Taking the audience’s pulse — finding the inspiration you need
Understanding the basics: The best online tools for creating and managing content
Messaging that WOWS your consumer and other types of content you need to include
Establishing your business as a thought leader in your industry
DAY 2: Loading your social media toolbox
Session 1: Social media tool: Facebook®
Learn to get the most from Facebook’s flexibility and advanced tools.
The 11 types of Facebook ads and how to utilize them
Taking advantage of Facebook’s FREE analytics
Why everyone’s testing on Facebook, and why you should too!
Session 2: Social media tool: Instagram®
Harness the power of Instagram with images that make your brand story crystal clear.
How to hashtag your way to success
Showing off your unique visual identity
Finding your micro-influencers
Session 3: Social media tool: LinkedIn®
Discover how LinkedIn can benefit your B-to-C or B-to-B business — regardless of size!
Taking advantage of LinkedIn’s access to the world’s largest professional platform
How to become the recognized expert in your field;
Collaborating with consumers and professional brand building
Session 4: Social media tool: Twitter®
Give your brand the power of a human voice and communicate directly with consumers.
The secret to dominating your niche on Twitter
Connecting with industry leaders to grow your thought leadership
How to create your company’s unique brand persona
Session 5: Social media tool: YouTube®
When it comes to video, no social media channel beats YouTube, a must-have in your social marketing arsenal.
How to build your brand with YouTube’s valuable insights
Tips for publishing the next viral video
Why it’s critical to optimize your videos
Agenda
TRACK 1
Session 1: Show me the money: How social media actually pays off
- The truth about who’s using social media networks and tools to market—and why
- 10 proven ways even companies with tiny budgets and few employees can profit
- How to reframe your thinking about social media and shape it into what you need for your business
- Why it’s a mistake to think social media is just for business-to-consumer companies
- What social marketing can do for you that traditional marketing can’t
Session 2: The key to social media success: Getting off to a good start
- Know what you hope to achieve before you begin
- A handy tool kit for launching a winning social media campaign
- How to accurately predict how much time you’ll need to invest
- Why the best social marketers know their target market inside and out
- The importance of a well-thought-out strategy to get you where you want to be
- Getting buy-in from higher-ups—especially those who think it’s all nonsense
Session 3: Facebook, YouTube, Twitter: Choosing the right platform for your business
- 3 specific goals you can’t afford to lose sight of when choosing a platform
- The most popular business platforms and what really makes them work
- Other not-so-obvious platforms you may not know about, but should
- The first 3 questions to ask when choosing a platform
- Want to gain traction and build momentum? How to choose and use multiple platforms
Session 4: Measuring what’s really important—your return on investment
- The most important social media metric of all
- What can—and should—you measure? The number of fans, page views, Tweets, social bookmarks?
- How not to get caught off guard by these measurement roadblocks
- Using analytics to better understand your ROI and make better decisions
- A look at monitoring tools and how they can simplify the job
Session 5: Success stories: What the best social marketers do better than the rest
- A close-up look at some successful social media campaigns … and why they worked
- “They don’t use social media in my industry”—why you can’t use this as an excuse anymore
- A proven Fortune 500 social media model—and how to set up your own campaign based on it
- Small businesses getting big results: What you can learn from them
- 5 business best practices that can define the success of your initiatives
TRACK 2
Session 1: Cool tools and how to use them to grow your business
- From blogs to wikis: What you can do with social media tools (and why you’d want to)
- The best business uses for Facebook and LinkedIn
- A key business benefit of using Twitter that makes it almost impossible to resist
- Beyond silly videos of babies and pets—15 creative ways to use YouTube for business
- Could blogging be your front door to social media?
- Social bookmarking: Everyone’s talking about it … here’s why
Session 2: Mistakes rookies make … but you don’t have to
- 7 critical mistakes social media pros NEVER make
- 5 reasons why campaigns fail
- Believing social media is all about Twitter, Facebook, LinkedIn and YouTube—are you guilty?
- What failing to turn prospects into customers can cost your company
- Avoiding poor decisions that translate into poor ROI
Session 3: The art of writing for a social audience
- How the social audience is different—and what this means to your writing
- 6 foolproof tips for writing compelling posts, Tweets and blogs
- Out with the fluff! There’s no room for it in this new social world
- Reusing content: A good practice—or not?
- How to sound like a genuine, caring human being—not a corporate robot
- Responses can be automated—but should they be?
Session 4: Managing your on-line reputation
- The dangers to companies who are oblivious to what customers are saying
- Do’s and don’ts for responding to harsh criticism and negative comments
- Getting your timing, target and tone just right
- How to view criticism as an opportunity—not a threat
- The first and most important thing to do when a criticism surfaces
Session 5: Monitoring what people are saying about you on-line—in 15 minutes a day
Comments
Cancelation Policy: If you cannot attend an event, you may send someone else in your place. If that isn’t an option for you, cancellations received up to five working days before the event are refundable, minus a registration service charge ($10 for one-day events; $25 for multiple-day events). After that, cancellations are subject to the entire seminar fee, which you may apply toward a future seminar. Please note that if you don’t cancel and don’t attend, you are still responsible for payment.