Special Spring Pricing: Regularly $1,100 is now 50% off—$550. Enroll here.
Introduction:
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:
- Develop a robust social media strategy aligning brand, values, and business objectives, tracking against business-critical, meaningful metrics.
- Understand how to engage with and grow relevant audiences.
- Develop an engaging and aligned content strategy, considering key channels.
- Learn how to develop an internal content creation system that engages relevant people from across the organization.
- Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
- Develop meaningful metrics to clearly demonstrate the bottom-line ROI value creation and business impact of your social media activity.
- Access a range of planning tools, frameworks, and templates to support you with building and executing a successful social media strategy.
(Can’t attend the live workshop? No problem. These 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.)
Module 1: Strategy and Purpose, Audience & Personal Planning.
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:
- Develop a robust social media strategy aligning brand, values, business objectives, tracking against business-critical meaningful metrics.
- Drive a deeper understanding that social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty, and trust.
- Understand how to engage with and grow relevant audiences.
- Whistle stop of the latest stats and facts about the current social media landscape.
- Elements of a successful social media strategy.
- How to align social media strategy with business strategy to drive meaningful ROI.
- Understanding the agile nuances of social media strategy—necessity of constantly listening, monitoring, responding.
- Awareness of the very real challenges that can happen when there isn’t a clear strategy.
- How social media channels are brand channels and why it’s important that your purpose and values cascade through your online presence.
- Why understanding your audience is a critical component to success.
- Understanding the power of social listening and how it can inform so many insights related to content, innovation, product, and business development, and build partnerships.
- Learn about the data and insights readily available from your native social networks to support your audiences with better understanding.
- Explore ways you can use other resources and tactics to learn about your audiences.
Module 2: Content Strategy.
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:
- Develop an engaging and aligned content strategy, considering relevant channels.
- How to create, curate and repurpose content to optimize your social media activity.
- Understand how you can create a system within your organization to enable key stakeholders within the business to contribute to meaningful content development and creation.
- Learn how you can use your content to meet your audience’s needs along different stages of the customer journey.
- Explore the social media structure you’re operating with and whether that best serves content development and brand strength.
- Learn about the psychology of social sharing—what compels people to engage and share content so that you can optimize your content for success.
- How to balance the type of content you share, so that you’re remaining entertaining, inspirational, educational and driving relevant conversion.
- Useful tools and resources you can lean into to support your content creation and development.
Module 3: Organic and Paid Social Media Activity.
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:
- Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
- Develop meaningful metrics to clearly demonstrate the bottom-line ROI business impact of your social media activity beyond activated campaigns.
- Learn about some of the latest social advertising stats and facts and trends to ensure your campaigns are on track.
- Explore how you can track social media activity via analytics and simple campaign tracking.
- Understand the organic and paid advertising opportunities across key popular social media channels—so you can identify which to consider and make sense for your strategy.
How to Convince Your Boss Why You Should Take this Class:
- Love it or hate it, over 50% of the world’s population now choose social media platforms to connect and communicate for over a quarter of their working day.
- Social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty and trust.
- As many people now search social media for online brand research as they do search engines.
- 25% of people (aged 16-64) discover new brands and services via social media.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions.
- All DMAnc.org workshops are recorded. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material:
- Comprehensive Social Media Strategy Template document to bring all your planning and ideas together.
- Organizational / Purpose / Values mapping framework.
- Audience scorecard.
- PDF of the PowerPoint presentation.
- Audience Mapping Spreadsheet.
- Social Media Campaign Planning Template.
- Content Planning Spreadsheet.
- Customer Journey Content Planning Framework.
- 6 Step Framework to KPI setting for Social Media.
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:
Michelle Carvill
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.
Workshop dates and times:
SPRING
Module 1: Strategy and Purpose, Audience & Personal Planning.
Friday, July 12, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: Content Strategy.
Tuesday, July 16, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 3: Organic and Paid Social Media Activity.
Tuesday, July 23, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
