Social Media Marketing training for powerful, metric-driven social marketing campaigns.

Navigator Asia Business Sdn Bhd (1030442-U) | HRDF Certified & 100% Claimable

Training Topics & Learning Outcomes

1. How social media fits into your business

   • The 3 components of social media that will help your business grow in a meaningful way (and not just accumulate likes, retweets, favourites, etc)

   • Debunking the myth of social media management: it’s not easy and the fact that you have a personal Facebook or Twitter account doesn’t mean you’ve got it figured out.

2. Picking the right social media channels to hit your goals

   • The decision process to follow when picking whether to participate in a social channel or not (hence avoiding the hype of new social channels popping up every week)

   • Discover how users’ attitude and mentality changes completely depending on the social channel (and how this can lead to drastically different strategies from channel to channel)

   • Why Facebook is the go-to channel for companies of all sizes and how its algorithm makes it a great place for brands to share content

   • What differentiates Twitter from every other social channel and how that will determine the way you approach it

   • The ONE critical success factor for companies participating on Instagram (plus, why your profile is more important than in any other social channel)

   • How Snapchat can enable you to create one-to-one connections with users (as opposed to other channels where interactions are “one-to-many”)

   • What is “life-stage content” and why it’s the best performing type of content for Pinterest (plus, how to be successful in Pinterest by approaching it as a search engine instead of as a social channel)

   • Why you don’t necessarily need to have your own channel to participate in YouTube (this is actually how many brands choose to approach this channel)

   • How Airbnb used LinkedIn in the past vs how it’s changed its strategy to reach business travellers (plus, why it’s perhaps the least robust channel for marketers and advertisers)

   • A social media channel cheatsheet that will give you a framework to decide on which channels to participate

3. Kickstarting your social media presence

   • 12 tactics to help you start growing your social media audiences from scratch

4. Monitoring: the most overlooked aspect of social media marketing

   • The 2 reasons why you need to monitor social media even if you’re not actively participating in it (seriously, this is the bare minimum that you have to do and most companies don’t do it properly)

   • Why “going viral” isn’t always good news for your company (hint: when something goes wrong) and how to prevent it from spiralling out of control

   • How monitoring can enable you to create “whoa moments” for your customers and take engagement to a whole new level

   • A step-by-step walkthrough to automate monitoring by using social listening tools (including some advanced techniques to get the exact results you care about)

   • The EXACT workflow to streamline management of ALL your social media mentions (and the best process to address each type of mention)

5. Creating and distributing world-class social media content

   • What most people get wrong when they think about competition in social media (this is why you should probably not worry too much about other brands or companies)

   • A case study of how Airbnb uses different content formats (animation, photography, video, long-form content, and albums) to adapt the message of a single campaign to maximize the impact of a single campaign across several channels

   • What constitutes “content excellence” with video, imagery, and copy for companies like Airbnb (social media users are RUTHLESS and will only give you a few seconds of their attention)

   • Why you can’t just “do social media” and expect to get results (you should only participate in a social channel if you can do it as a REAL user would)

   • The win-win situation that will allow your company to publish high-quality compelling content without actually producing any of it

   • How to think like a social media user in the attention-deficit era and the FOUR tactics you can use create content that people actually consume

   • Tools for writing compelling social media copy, finding affordable (or free) high-quality photography, and designing visuals (these will make your life 10x easier)

   • The 3 methods you can use to maximize the reach of your social media content (including which one to use if you have a small social following)

   • Tools to simplify and streamline the distribution of your content across all your social media channels (there’s a couple you probably haven’t heard about)

   • A simple framework to measure, track, and report engagement across all of your different social media channels (this solves a BIG problem for social media managers: how do you compare a Twitter like to a Facebook comment?)

6. Bottom of the Funnel: Content that turns leads into customers

   • 4 types of content campaigns to boost your sales and revenue (and work for any company and industry)

7. Converting social media audiences into leads and customers

   • How to define goals and metrics for each social channel and stage of the funnel (plus, learn how Airbnb developed their own benchmarks to analyse the success of their social media campaigns)

   • Analysing organic vs paid engagement and how each of them can help you hit different goals

   • Why having thousands or millions of followers in social media doesn’t really matter and what you should do (instead of just trying to get more followers)

   • The TWO strategies you can use to attract social audiences to your website and convert them into leads and customers (there’s more to it than just “link in bio”)

   • Using UTM parameters to track your social campaigns on Google Analytics (and beyond going beyond social metrics)

8. [Walkthrough] Setting up your social media strategy from scratch

   • The step-by-step process to perform a comprehensive audit of the social media competitive landscape for any company or industry (you HAVE to do this before you can even think of your social media strategy)

   • The exact workflow you can implement to streamline content planning, creation, and scheduling (most people get this wrong and think they can just get a scheduling tool and be done with it)

Navigator Asia Business Sdn Bhd (1030442-U) | HRDF Certified & 100% Claimable