Winter Discount: 45% Off
Free Lifetime Workshop Updates
Special Pricing: regularly $900 now 45% off—$495. Enroll here.
As with any marketing endeavor, social media activity needs effective strategic planning for successful tactical execution.
In this 3-module, deep-dive Social Media Marketing Strategy Masterclass, you’ll create a highly effective social media strategy, considering brand, values, purpose and organizational objectives to ensure your marketing activity meets the needs of both audiences and your organization. Each class module will provide planning resources and templates.
Learning outcomes from attending the Social Media Marketing Strategy Masterclass–all three modules:
(Can’t attend the live workshop? No problem. All workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)
Workshop dates and times:
Module 1: Social Media Marketing Strategy Masterclass—Strategy and Purpose, Audience & Personal Planning.
Thursday, February 23, 2023, 9:00 AM to 11:00 AM PST.
Module 2: Social Media Marketing Strategy Masterclass—Content Strategy.
Thursday, March 2, 2023, 9:00 AM to 11:00 AM PST.
Module 3: Social Media Marketing Strategy Masterclass—Organic and Paid Social Media Activity.
Wednesday, March 8, 2023, 9:00 AM to 11:00 AM PDT.
Special Pricing: regularly $900 now 45% off—$495. Enroll here.
Description:
Strategy and Purpose—Starting with the end in mind, we’ll consider how your social media activity aligns with bottom line success. Social media channels are your “always on brand” channels, sharing your brand narrative and consistently building positive share of mind. Consider the nuances and appeal of popular social media channels to support channel planning. We’ll bring you up to speed with the latest stats and facts about what the social media landscape looks like, number of uses, demographics, popular platforms, social trends before diving into the elements of a successful social media strategy, considering how social strategy must be agile, and constantly tuned in—and importantly, aligned with business objectives. We’ll consider the wider benefits of how your social media channels support brand building and how markets are truly conversations—and all that means for businesses and practitioners. We’ll look at the challenges that arise when there isn’t a clear strategy—and a few examples of brands that lead with a strategy that connects with the hearts and minds of their audiences. Resources provided: Social Media Strategy Plan/Purpose mapping framework.
Audience & Personal Planning—Knowing your audience is key. Where are they, who are they, what they care about, who they trust, where they go to for information—there’s a lot to learn. In this section we explore what you already know and how you go about plugging the audience knowledge gaps and—considering the different audiences you want to connect with—planning to engage effectively. We look at the importance of “social listening” and how this can support you in learning more about your audiences, looking at examples of how social listening steers content development, product innovation, competitor analysis as well as audience sentiment. And how data and insights can help you learn more about your audiences, too. Resources provided: Audience Scorecard / Audience planning spreadsheet.
Key Takeaways:
Special Pricing: regularly $900 now 45% off—$495. Enroll here.
Description:
Content Strategy—You are what you share—so getting the right message, context and creative to engage audiences while staying true to brand is key. You’ll learn how to create, curate, repurpose, and optimize sources across your organization in a newsroom/reporter system, to build a robust content strategy to serve your social media strategy. You’ll also dive deeper into the different types of content and messaging that is required along the customer journey. Considering the hierarchy of different types of content, and how content isn’t always about creating new, but how you can repurpose, and curate as well as create. We’ll focus in on how you can use others across the organization to support your content development and feed your content reservoir so that your content is manageable and authentic. We’ll also touch on the structure of how social media is managed within the organization—and whether that leaves any content ‘holes’ and if so, how to plug them to make your brand story consistent and cohesive. It’s a content rich module—so we’ll also be touching on the psychology of social sharing and understanding what compels people to engage with and share your content—and a balanced framework for ensuring your content is educational, inspirational, entertaining as well as convincing. Resources provided: Content Planning Spreadsheet / Customer Journey Content Planning Framework.
Key Takeaways:
Special Pricing: regularly $900 now 45% off—$495. Enroll here.
Description:
Organic and Paid Social Media Activity—When it comes to balancing organic and paid social media, it’s necessary to understand that alongside short-term or ‘always on’ activation campaigns, to ensure people can get to know, like and trust us we need to balance the ongoing ‘always on’ organic brand activity and community management. In this module we’ll be exploring the critical integration and optimization of paid and organic social media activity—and how the two work together to solidify brand presence as well as for successful campaign activation. We’ll touch on social ad trends and some examples of successful ad campaigns. From a metrics and KPIs perspective, we’ll be looking at typical metrics to consider throughout the marketing funnel and we’ll look briefly at the channel mix and the paid and organic nuances across the channels. We will also take a look at social media ROI generally, including paid and organic aspects, considering analytics, tracking and the tangible and intangible aspects of social media. Please note from a paid advertising perspective, this module is part of the ‘Social Media Strategy Masterclass’—and is not a tactical deep dive into ‘how to do social media paid advertising’. Resource provided: 6 Step Framework to KPI setting for Social Media ROI.
Key Takeaways:
How to Convince Your Boss Why You Should Take this Class:
The Presentations:
Download Material:
Who is the course for?
This course is for Social Media, Marketing, PR and Content Marketing Managers who are responsible for managing the social media presence for their company. Also, for account managers of Social Media and Digital agencies who manage social media presence for their clients.
The Presenter:
Published Author in Social Media
Digital Agency Founder
Michelle Carvill is an experienced senior marketer, digital agency founder and five times published author in the marketing, digital marketing and social media arena. In Jan 2021, Michelle was cited as one of the Top 10 Social Media Experts by Business Insider. Over the past decade Michelle has worked in professional services, finance, retail, education, healthcare, manufacturing and public sectors. Her clients include start-ups through to larger global organizations, such as WABCO, PWC, BBC Worldwide, Nuffield Health, LinkedIn, ACC, Air Products and Norbord/West Fraser. Her creativity, insights and know-how are based on years of applied experience, learning, testing, measuring and understanding what really works.
For more about Michelle Carvill visit www.michellecarvill.com.
Testimonials
It’s hard to find social media courses relative to B2B marketing. but this course did a great job of going through multiple examples to help understand how things apply to a variety of marketing strategies.
This workshop helped me define my companies audience and how to best target them through the different social media platforms.
It was interesting and gave some great insights into social media and content marketing. I’m looking forward to the other two modules.
Special Fall Pricing: Regularly $1,100 is now 50% off—$550. Enroll here.
In this three-module masterclass, social media expert and author Michelle Carvill will show you how to create the perfect social media strategy for your objectives and brand — and how adding this foundational layer under the tactics you already know will elevate your social media marketing game to new levels of achievement.
In this deep-dive Masterclass, you’ll create a highly effective social media strategy that incorporates your brand, values, purpose, and organizational objectives. We’ll explore how a well-planned, well-rounded social media strategy positively impacts multiple areas of your business, from recruitment and business development to lead generation and sales. You’ll learn how to refine your audience definition, select media and tactics that will deliver results according to your goals, and develop a content strategy and measurement plan that is sustainable for your organization.
Perhaps most importantly, your new strategy will organize your social media marketing activity in a way that gives you more business insights, delivers better on your KPIs, and gives you confidence in your decisions and a stress-relieving plan to follow.
Description:
Strategy and Purpose—Starting with the end in mind, we’ll consider how your social media activity aligns with bottom line success. Social media channels are your “always on brand” channels, sharing your brand narrative and consistently building positive share of mind. Consider the nuances and appeal of popular social media channels to support channel planning. We’ll bring you up to speed with the latest stats and facts about what the social media landscape looks like, number of uses, demographics, popular platforms, social trends before diving into the elements of a successful social media strategy, considering how social strategy must be agile, and constantly tuned in—and importantly, aligned with business objectives. We’ll consider the wider benefits of how your social media channels support brand building and how markets are truly conversations—and all that means for businesses and practitioners. We’ll look at the challenges that arise when there isn’t a clear strategy—and a few examples of brands that lead with a strategy that connects with the hearts and minds of their audiences. Resources provided: Social Media Strategy Plan/Purpose mapping framework.
Audience & Personal Planning—Knowing your audience is key. Where are they, who are they, what they care about, who they trust, where they go to for information—there’s a lot to learn. In this section we explore what you already know and how you go about plugging the audience knowledge gaps and—considering the different audiences you want to connect with—planning to engage effectively. We look at the importance of “social listening” and how this can support you in learning more about your audiences, looking at examples of how social listening steers content development, product innovation, competitor analysis as well as audience sentiment. And how data, insights and even AI can help you learn more about your audiences, too. Resources provided: Audience Scorecard / Audience planning spreadsheet.
Key Takeaways:
Description:
Content Strategy—You are what you share—so getting the right message, context and creative to engage audiences while staying true to brand is key. You’ll learn how to create, curate, repurpose, and optimize sources across your organization in a newsroom/reporter system, to build a robust content strategy to serve your social media strategy. You’ll also dive deeper into the different types of content and messaging that is required along the customer journey. Considering the hierarchy of different types of content, and how content isn’t always about creating new, but how you can repurpose, and curate as well as create. We’ll focus in on how you can use others across the organization to support your content development and feed your content reservoir so that your content is manageable and authentic. We’ll also touch on the structure of how social media is managed within the organization—and whether that leaves any content ‘holes’ and if so, how to plug them to make your brand story consistent and cohesive. It’s a content rich module—so we’ll also be touching on the psychology of social sharing and understanding what compels people to engage with and share your content—and a balanced framework for ensuring your content is educational, inspirational, entertaining as well as convincing. Resources provided: Content Planning Spreadsheet / Customer Journey Content Planning Framework.
Key Takeaways:
Description:
Organic and Paid Social Media Activity—When it comes to balancing organic and paid social media, it’s necessary to understand that alongside short-term or ‘always on’ activation campaigns, to ensure people can get to know, like and trust us we need to balance the ongoing ‘always on’ organic brand activity and community management. In this module we’ll be exploring the critical integration and optimization of paid and organic social media activity—and how the two work together to solidify brand presence as well as for successful campaign activation. We’ll touch on social ad trends and some examples of successful ad campaigns. From a metrics and KPIs perspective, we’ll be looking at typical metrics to consider throughout the marketing funnel and we’ll look briefly at the channel mix and the paid and organic nuances across the channels. We will also take a look at social media ROI generally, including paid and organic aspects, considering analytics, tracking and the tangible and intangible aspects of social media. Please note from a paid advertising perspective, this module is part of the ‘Social Media Strategy Masterclass’—and is not a tactical deep dive into ‘how to do social media paid advertising’. Resource provided: 6 Step Framework to KPI setting for Social Media ROI.
Key Takeaways:
How to Convince Your Boss Why You Should Take this Class:
The Presentations:
Download Material:
Who is the course for?
This course is for Social Media, Marketing, PR and Content Marketing Managers who are responsible for managing the social media presence for their company. Also, for account managers of Social Media and Digital agencies who manage social media presence for their clients.
The Presenter:
Published Author in Social Media
Digital Agency Founder
Michelle Carvill is an experienced senior marketer, digital agency founder and five times published author in the marketing, digital marketing and social media arena. In Jan 2021, Michelle was cited as one of the Top 10 Social Media Experts by Business Insider. Over the past decade Michelle has worked in professional services, finance, retail, education, healthcare, manufacturing and public sectors. Her clients include start-ups through to larger global organizations, such as WABCO, PWC, BBC Worldwide, Nuffield Health, LinkedIn, ACC, Air Products and West Fraser. Her creativity, insights and know-how are based on years of applied experience, learning, testing, measuring and understanding what really works.
For more about Michelle Carvill visit www.michellecarvill.com.
This class gave me a better understanding of paid and organic social media. I was pleased to also receive a bunch of takeaways and strategies that I will implement immediately into our marketing plan.
This workshop helped reinforce my belief on what our company needs to focus on.
The Social Media Strategy Masterclass Part 2 was very informative regarding what type of content to focus on for each stage of your audience’s journey in the marketing funnel. It also provided useful tips for ensuring efficiencies, such as organizing marketing in your organization effectively and also repurposing content when possible.
This was chock-full of useful information that I can take back to my team and put into action.
Michelle did a great job in covering all the basics of starting social media campaigns, from how you can get to know your audience, to how you can target them specifically with strategic messaging in place and how you can align these campaigns with performance and goals in mind.
Today’s presentation was very engaging with visuals and examples to help understand the content. Providing content before the presentation that could be viewed before, during, and after the presentation was extremely beneficial to help implement the knowledge.
This was a great introduction to Social Media Marketing! Extremely helpful for our purposes. Looking forward to the next sessions.
This course is very helpful for new or expanding businesses looking to utilize social media platforms to enhance their business. It’s definitely worth the time to learn some new strategies and brush up on current ideas.
This is my second workshop attended and it did not disappoint. Looking forward to the next module. The information I learned today will definitely help me with my social media strategy moving forward for 2023.
It’s hard to find social media courses relative to B2B marketing. but this course did a great job of going through multiple examples to help understand how things apply to a variety of marketing strategies.
This workshop helped me define my companies audience and how to best target them through the different social media platforms.
It was interesting and gave some great insights into social media and content marketing. I’m looking forward to the other two modules.
Michelle is very knowledgeable and measuring social media ROI was very informative.
Module 1: Strategy and Purpose, Audience & Personal Planning.
Prerecorded online.
Module 2: Content Strategy.
Prerecorded online.
Module 3: Organic and Paid Social Media Activity.
Wednesday, November 13, 2024.
From 09:00 a.m. to 11:00 a.m. PST.
Special Winter Pricing: Regularly $500 is now 50% off—$250. Enroll here (January 14).
Social media keeps pace with an ever-changing world. It’s overwhelming at the best of times for marketing professionals who work around the clock on platforms. So, what can marketers do to thrive in an accelerating social media landscape?
In this 2-hour bootcamp, social media strategist Beverley Theresa will break down the situation, give you strategies and tactics aligned with your business goals, and get you the firm footing you need to crush 2025—without any more sleepless nights.
Attendees will learn how to revamp their social media strategy, create content with intention (and bust through algorithms), and build a more substantial social media presence. Get inspired by actual life campaigns, pivot your content, streamline your social media management process, and grow!
(Can’t attend the live workshop? No problem. This workshop is recorded, and we’ll send you the recording, workbook, and supplementary materials within a day of completion after we’ve had time to edit the recording.)
Key Takeaways:
Need more content inspiration? Take a look at our Content Marketing Marketing Masterclass.
How to Convince Your Boss Why You Should Take this Class:
For businesses wondering when to start making greater investments in social media, the time is now. The sooner you start embracing social media as a critical business function, the farther the strong social current will take you. Companies that fail to do so risk being left behind.
Not convinced? Consider these stats that prove just how important social media marketing is for businesses of every shape and size.
This course helps advance your employee’s ability to manage your reputation and serve your customers on social media. As the statistics prove, this will have a positive impact on your ROI.
The Presentations:
Download Material:
Who is the course for?
This class is ideal for businesses who have an existing social media presence and are looking for new strategies to improve their social media strategies for the coming years. Ideal participants would be social media managers, marketing managers, public relations managers, digital marketing managers, e-commerce managers, and agency account directors.
The Presenter:
Beverley Theresa is a social media strategist, consultant, and owner of Throwdown Social Media. She is an instructor for the Direct Marketing Association of Northern California, teaching two very popular courses: Social Media Marketing Fundamentals and Social Media Marketing Bootcamp. Her classes focus on organic social media marketing for businesses and brands looking to increase their social media presence to drive customers, leads, and awareness.
I thought the presentation was very informative and useful. We hope to kickstart our social media marketing with tips we learned in this class.
A very helpful overview of key social media topics and techniques!
Very insightful presentation that will surely help us kickstart not only the brainstorming process for content, but how to best utilize this content on each social media platform.
Great presentation with extremely useful social media information and ideas for our business to use for the future!
If you are involved with your company’s social media in any capacity, take this course. There is something you’ll learn to help!
Social Media Marketing Bootcamp, 1-module Course
Tuesday, January 14, 2025
from 12:00 p.m. to 2:00 p.m. PST.
Social Media Marketing Bootcamp, 1-module Course
Thursday, April 17, 2025
from 12:00 p.m. to 2:00 p.m. PDT.