Delivering social media marketing, training and content creation across the nation! We are like a Facebook Academy, a Twitter University and the Royal College of LinkedIn. Our course provides business-focused expert social media marketing training in Birmingham and the West Midlands. Delivered to you by Opace in Birmingham, we provide a range of practical workshop-based SEO, social media and internet marketing training courses for groups and on a 1:1 basis.

1. Social Media Marketing
Group Training Course
Bournville College

2. Who am I and what do
I know?

3. What we hope you will
achieve today?

4. •Define social media
marketing
•Explore the business
benefits of social media
•Examine different platforms

5. •Determine which platforms
are most useful for
different types of
organisations
•A brief look at strategy
•A longer look at content

6. What is social media
marketing?

7. Social media marketing refers to the
process of gaining website traffic or
attention through social media sites.
Social media marketing programs
usually centre on efforts to create
content that attracts attention and
encourages readers to share it with
their social networks.

8. What are social media
platforms?

9. Facebook. LinkedIn. YouTube.
Twitter. Instagram. Pinterest.
Google+.Blogs. Tumblr. Askfm.
Flickr. LiveJournal. Ning etc etc
etc

10. Quiz time
• • How many daily active users does FB have?
• • How many monthly active users has
Twitter?
• How many registered Twitter accounts?
• • How many hours over video are watched on
• YouTube globally monthly?
• •How many monthly active users on Google+

11. Quiz time
• • How many new users join LinkedIn each
• hour?
• • What % of businesses have acquired a new
•
customer through FB?
• What % of businesses have acquired a new
customer through LinkedIn?
• • What % of customers claim they rely on
• social media as part of the buying decision?

12. What’s in it for an
organisation?

13. •
•
•
•
•
•
•
•
•
• PROMOTING THE ORGANISATION
• MEETING GOALS – SALES, SIGN UPS,
FUNDRAISERS
• RESPONDING AND MANAGING ONLINE ‘BUZZ’
• BUILDING BRAND
• LAUNCHING NEW PRODUCTS/SERVICES
• REDUCING MARKETING SPEND
• REDUCING COSTS
• SUPPORT SEO

14. • • ENGAGEMENT
• • LOYALTY
• • ENVANGALISM

15. Any dangers?

16. How to begin social
media: strategy

17. What would be included in a
social media marketing
strategy?

18. 7 Steps
1. Research – competitors and target audience
2. Set objectives and align with business goals
-
3.
4.
5.
6.
7.
comments / shares / website referrals / Google
rankings / sales / sign ups, etc
Create a team
Set guidelines
Decide on content
Decide on the technology / platforms
Set up reviews, analyse and measure

19. Social media strategy:
research

20. Social media strategy:
objectives

21. Social media strategy:
create a team or
outsource?

22. Social media strategy:
set guidelines

23. Social media strategy:
platforms

24. Group exercise:
•
•
•
•
•
Decide what platforms would be most suitable
for the following organisations.
List 4 in order of preference:
A start up business selling fashion jewellery
A charity that offers bereavement counselling
to kids who have lost a parent
An established business that suppliers
scaffolding to construction companies
A local sandwich shop
A NGO promoting health and safety in factories

25. Social media strategy:
what is content?

26. Content
•
•
•
•
•
Words
Photographs
Podcasts
Video
Infographics

27. What makes good content
•
•
•
•
•
•
•
Shareable
Engaging
Compelling
Unique/quirky/funny
Mixture of formats
Add-value to user
80/20 rule

28. 20 brilliant ideas for
content

29. 1. News
2. New products or services
3. Topical-themed items
4. Editorial
5. Thematic posts/blogs (Summer’s here….)
6. Top 10s
7. Best, worst etc
8. Reviews
9. Customer care
10. Top tips

30. 11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
How To….
Staff profiles
10 things you didn’t know about…
Testimonials
Community-based
Latest sector research
News or updates
Useful resources (websites, social media, etc)
Competitions and giveaways
Polls

31. What’s in it for the
consumer?

32. What’s in it for the consumer?
• While organisations value engagement
and sharing, customers often value more
tangible benefits e.g.
• Offers
• Freebies
• Competitions, giveaways, etc

33. Group exercise:
•
•
•
•
Describe how you interact with brands on
social media platforms:
What is good and what isn’t?
Do you agree with monetising social media
platforms?
Do you respond to Facebook ads or sponsored
Tweets?
Is social media better for organisations that
traditional marketing?

34. What does success
look like?

35. What does success look like?
•
•
•
•
•
•
Metrics/measurements: Likes, Followers etc
Engagement: shares, likes, comments, RT,
influence
Web analytics: increased web visitors
SEO: higher Google rankings
Less measurable results: creating buzz, building
brand
Sales/sign-ups/donations

36. Any questions?

37. Thanks for Attending