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: 28-29 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 6 903 per person (on or before 24 August 2016) HKD 9 243 per person (after 24 August 2016) To register, please visit http://www.marketing-interactive.com/masterclass-series/hk
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
COURSE OUTLINE DAY 1 08 45 Registration 1. Introduction to social media 09 00 The correct definitions The world of social media Key international players Social media via mobile 10 45 Break 11 00 2. Difference with social media 3. Using social media according to its strength 12 45 Lunch 4. Using social media to effect 13 30 Awareness Education Consideration Advocacy 15 15 Break 15 30 5. Using social media with accountability 6. Strategic Considerations to social media marketing 17 00 End
COURSE OUTLINE DAY 2 08 45 Registration 7. Driving Traffic Make consumers aware of your presence 09 00 Paid traffic - Includes Facebook advertising techniques Owned traffic - Using assets you currently own Earned traffic - Leveraging unpaid traffic like Social SEO 10 45 Break 8. Converting Prospects Build a branded community 12 00 Giving consumers a reason to bother Designing the destination Ensuring dual platform experience 9. Building a right community Social media listening 12 45 Lunch 10. Sustaining Engagement & Conversations 13 30 Participation pyramid Engagement formula Engagement recommendations Types and timings of engagements Social brand persona Conversation practices Conversation calendar 15 15 Break 11. Key rules to follow on social media 15 30 12. Success metrics Analyse and know if you are doing right Suggested metrics Tools to measure Analysing the results Competitive landscaping 17 00 End