Social Media 101. Getting the basics right. Course details:

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2 Social Media 101 Getting the basics right This workshop is designed for anyone who needs to understand social media, and develop practical skills to marketing on social media. This workshop was developed from the experiences and techniques used by the world s top consumer brands. The workshop will equip attendees with strategic framework used by industry practitioners on social media campaigns of Fortune 500 companies. Attendees will be taught fundamental principles in campaign execution, community development & management, content engagement; as well as analytics. They will also learn practical skills to be able to conceptualise and execute their own social media campaigns that include ads buying and management on Facebook. Course details: Title: Social Media 101 Date: September 2016, Wednesday, Thursday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Eaton Hotel, 380 Nathan Road, Kowloon, Hong Kong Course fee: HKD per person (on or before 24 August 2016) HKD per person (after 24 August 2016) To register, please visit

3 About the trainers: Freda Kwok Principal consultant QED Consulting As partner and principal Consultant of QED, Freda leads regional organisations to strategic usage of the digital medium for business accountability. She is known for her insights in the retail, beauty and finance industry, with key expertise in content marketing and advocacy cultivation. Freda's portfolio includes Alliance Bank, Manulife, Unilever, Estee Lauder, Love, Bonito and HBO, with relationships spanning years as trusted, collaborative partners. A proponent of enhancing the digital industry standards in Singapore, she has lectured at leading professional training schools and institutions like Ngee Ann Polytechnic, Singapore Institute of Technology, and Singapore Management University. She was also a judge at The Media Challenge 2014 (Republic Polytechnic) and the Mumpreneur awards 2014 (Mums@Work). Natasha Zhao Principal consultant QED Consulting Natasha carries with her close to a decade of experience in digital and social media marketing. She advises and builds strategies for Fortune 500 multinational corporations and small to medium enterprises that leverage on digital mediums to drive their business in both local and regional markets. Her digital marketing experience spans both B2B and B2C companies, such as Coca-Cola, Discovery Channel and Unilever. Beyond marketing strategy, Natasha has led organisations in restructuring their communications and marketing departments for digital integration and implementation; establishing streamlined workflow processes and policies to help the organisation meet the demands of consumer engagement in today s digital environment. Expected course outcomes: Develop an appreciation of social media marketing Understand social media marketing strategies and principles Plan a social media marketing strategy Deploy a social media marketing campaign Buy and manage Facebook ad campaign Analyse social media marketing campaign metrics

4 COURSE OUTLINE DAY Registration 1. Introduction to social media The correct definitions The world of social media Key international players Social media via mobile Break Difference with social media 3. Using social media according to its strength Lunch 4. Using social media to effect Awareness Education Consideration Advocacy Break Using social media with accountability 6. Strategic Considerations to social media marketing End

5 COURSE OUTLINE DAY Registration 7. Driving Traffic Make consumers aware of your presence Paid traffic - Includes Facebook advertising techniques Owned traffic - Using assets you currently own Earned traffic - Leveraging unpaid traffic like Social SEO Break 8. Converting Prospects Build a branded community Giving consumers a reason to bother Designing the destination Ensuring dual platform experience 9. Building a right community Social media listening Lunch 10. Sustaining Engagement & Conversations Participation pyramid Engagement formula Engagement recommendations Types and timings of engagements Social brand persona Conversation practices Conversation calendar Break 11. Key rules to follow on social media Success metrics Analyse and know if you are doing right Suggested metrics Tools to measure Analysing the results Competitive landscaping End