About the course
Aimed at experienced social media managers, this one day social media course takes you well beyond familiar tools and techniques.
You'll examine changes in customer and organisational behaviour brought on by the emergence of social media, gain an understanding of social media in a multichannel context, undertake practical benchmarking exercises through case studies and class discussion and benefit from a one to one consultation with the trainer who will help identify areas of improvement in your social media strategy. A must for any senior social media practitioner.
This course will provide you with strategic insight into how and why social media works for businesses across all touch points. We look at the customer journey, from awareness through to advocacy, and the integration of social media across all channels, a plethora of which, brands now have to choose from. You'll examine consumer reactions to social media activity and their engagement preferences, how companies must adapt their working practices to get the most from a social media strategy that goes far beyond traditional marketing, and how to set up an effective measurement framework to gauge your social media effectiveness.
Case studies provide ample opportunity for benchmarking your own social media activity, and you'll leave with a clear understanding of the future trends which could have a huge impact on your business. You will also benefit from hands on one-to-one consultation with industry expert Karl Havard as he reviews your campaigns and provides practical tips for improvement.
Who should attend?
This advanced course is ideal for those responsible for their organisation's social media presence who are looking to take their social media strategy to the next level.
You will already be familiar with all the most commonly used social networks, micro-blogs, book marking sites, imagery and video; ideally you will be using them as individuals or as an organisation. Knowledge of onsite analytics and offsite buzz measurement is also highly recommended.
How will I benefit?
Upon completion of this course, you'll be able to:
- Benchmark your organisation's social web approach with best practice examples and specifics
- Understand the reasons and motivation behind why people use the social web
- Establish how you can set up your organisation's social web approach from a technical, resource and cultural perspective
- Determine how the social web plays a key part in a multichannel engagement approach
- Encourage online word of mouth sharing of your organisation's content
- Understand how to integrate measurement tools to gain a more "holistic" overview of the overall value of engagement
What will I learn?
The workshop covers:
- A look at the existing thinking of the customer journey from McKinsey and Harvard
- Mapping the consumer journeys for your business: Identity, motivation and behaviour; passive and active people and why they typically converse about organisations
- Business Alignment - how an organisation should be available and accessible to support people across the social web and as an organisation
- Multichannel Approach - ensuring the social web supports and is integrated with other communications channels at every stage; and the internal business structure needed to manage this effectively
- Advocacy - the techniques associated with the organic spread of your content online (word of mouth)
- Measurement - the types of measures to consider from awareness through to advocacy
- Emerging Techniques - these arrive so quickly, however, geo-location channels and ratings technology will be discussed and their business impact assessed
- Practical - putting it all together in a practical session that provides value to your organisation, and can be continued "back at base"
Clent Strategy Director, TBG Digital
Karl joined TBG Digital at the end of March 2012; prior to which he was the Chief Strategy Officer for Wunderman. He has been involved in the online world since 1996, and since then he has immersed himself in a number of digital disciplines including web performance, web analytics, search, social media and user experience, with a key focus on consumer motivation, behaviour and measurement. i.e. Who does what online, and why. The accumulation of these disciplines enables Karl to focus on all aspects of the consumer journey, helping brands to formulate and implement compelling engagement approaches that deliver results, specialising in the social arena.
Karl has previously set up, led and sold a number of digital agencies in the UK. He also delivers modules around digital strategy for Econsultancy Digital Marketing MSc students. Prior to entering the agency world, Karl served 10 years in the British Army.
Most importantly, Karl has been married nearly 25 years, has four daughters, rides and occasionally pushes around a 1965 Lambretta scooter, and runs a family taxi service specialising in netball, trampolining and children’s parties.
; 020 7269 1470
If you're looking for an introduction to social media, we recommend attending our intermediate Social Media & Online PR course before taking part in the advanced session.