Social Media Marketing & Online Reputation Management Expert Course
56 in stock
Course Overview
In a highly connected social world, this module will teach the learners how to leverage the power of social media to connect, engage and convert the target audience with customized content. The learner will get to learn how to use the major platforms like Facebook, Twitter, LinkedIn, TikTok, Snapchat, Pinterest, YouTube. Also, the learner will be able to use paid social media in the form of the ad platforms on Facebook, Twitter, LinkedIn, Tiktok, Snapchat & Instagram. Also, it will help the learners appreciate the criticality of online reputation and teach them methods to manage the same, especially in social media.
Learning Outcomes
MODULES
Module 1: Social Media Marketing and Online Reputation Management
Topics Covered:
- Evolution of social medium
- How are businesses using social media?
- Role of social media in brand building
- Role of social media in lead generation
- Community building
Topics Covered:
- Facebook profile building
- Facebook pages
- Facebook Groups
- Facebook Events
- Facebook Applications
- Content and posting strategies
- Advertising on Facebook
- Facebook Messenger and Bots
Topics Covered:
- Building profile
- Building network, brand, and career
- LinkedIn Groups and Pages
- Pulse
- Engage and reciprocate
- Content and posting strategies
- Career Building
- Brand Building
- Advertising in LinkedIn
Topics Covered:
- Building profile
- Building network
- Hashtags
- Amplifying through influencers
- Building followers
- Content and posting strategies
- Advertising in twitter
Topics Covered:
- Instagram marketing
- Pinterest marketing
- Using YouTube and Vimeo as social media
- Snapchat marketing
- TikTok marketing
Topics Covered:
- Building strategy aligned to goals
- Social media calendar
- Event marketing, contest, and gamification
- Engaging target audience
- Tracking and optimizing social channels
- Tools for social media management
- Assignment: Creation of a Social media plan for a particular industry start-up
- Assignment: Creation of a content calendar for a hypothetical company
Topics Covered:
- Why is ORM important
- Hijacking of brand messaging and implication of negative feedback
- Strategy, process, and responsibilities in ORM
- Scanning for negative feedback
- Role of SEO in ORM
- Case study: A case study on ORM
- Assignment: Risk analysis for the brand online
Module 2: Content Marketing and Inbound Marketing
Topics Covered:
- Introduction to Content Marketing
- Buyer Persona and Buyer Journey
- Content Planning
- Voice, tone, storytelling, and consistency – the important elements
- Content creation, curation, and repurposing
- Content publishing and amplification
- Measuring content performance and optimization
- User Generated Content and Viral Content
Topics Covered:
- Inbound marketing methodology
- From attracting to closing -principle, and strategies
- Retain customers through inbound
- Inbound automation- tools and workflow
- Content-driven B2B inbound marketing
- Case Study on Content Marketing
Module 3: Digital Outreach And Inbound Marketing
Topics Covered:
- Mobile Landscape
- Responsive design, dynamic content, and architecture
- Search engine guidelines
- User behavior on mobile
- Ad formats and platforms
- SMS marketing
- Case Study: Case Study on Mobile Marketing
Topics Covered:
- Mobile aided shopping
- Local marketing
- Emerging technologies like geofencing, beacons
- Designing the optimum path to conversion and contextual actions
- Leveraging mobile payment
Topics Covered:
- Understanding the market and users and types of apps
- Choosing the platform
- Design best practices for apps
- Features in apps and minimum viable product
- Pricing and promoting an App
- App store optimization
Topics Covered:
- Understanding the market and users and types of apps
- Choosing the platform
- Design best practices for apps
- Features in apps and minimum viable product
- Pricing and promoting an app
- App store optimization
- Importance of email marketing
- Principle for good email marketing
- Using email across buyer’s journey
- Segmentation, contextualization, and building up email lists
- Creating good emailers
- Dealing with spams and bounces
- Email nurturing, workflow, and tools
- Analysis, testing, and optimizing emails
- Case Study: Marketing Sherpa
Topics Covered:
- Using Bing Ads for promotion
- Native Ads – platforms and usage
Topics Covered:
- Introduction to programmatic
- Programmatic landscape
- Players and relevance
- Google Double Click
- Success factors for programmatic
Topics Covered:
- Introduction to affiliate marketing
- Affiliate marketing landscape
- Selecting good programs and monetizing
- Introduction to AdSense
Module 4: Analytics, Strategy, and Operations
Topics Covered:
- What can you measure in the web?
- How does web analytics work?
- Clickstream analysis
- Goals to success measurement
- Setting up a test and learning the culture
- Competition insights
- Segmentation
- Attribution
Topics Covered:
- How to google analytics work?
- What it can measure and what it cannot
- Setting up google analytics and views
- Dimensions and metrics
- Segmentation of data and analysis
- Campaign tracking, goals, and events
- Using attribution models
- Understanding and creating reports and dashboards
- Introduction to Google Data Studio
Topics Covered:
- Omni-channel approach and cross-pollination with ATL and BTL activities
- Consumer touchpoints and funnel
- Marketing objective and channel and communication break up
- Tracking and optimization plan
- RACE and SOSTAC Frameworks
- Growth Hacking
- Balancing between brand building and direct response and overcoming consumer fatigue
- Assignment: Preparation of Digital Outreach Plan for a non-profit
Topics Covered:
- Need for automation and what cannot be automated
- Marketing Automation Tools
- In-house vs outsourcing and setting the right expectation with agencies
- Project Management
- Budgeting
- Why digital marketing may not be enough
- Skillsets to develop to be a successful digital marketer
- Assignment: Channel Mapping and budgeting
