Social Media Strategy

Overview

Find out where social is headed and how to align your business with its direction. The importance of risk management and a coherent content strategy. Plus, the psychology of content - why some content just 'works'. 

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IAB UK, 67 Long Acre, Covent Garden, London, WC2E 9JD
IAB Member: £450.00 + VAT
IAB Agency: £380.00 + VAT
IAB Advertiser: £380.00 + VAT
Non-member: £550.00 + VAT
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Who is this course for?

Supply Side:

Account Managers and Executives



Buy Side:

Account Managers and Executives



Advertisers:

Marketing Executives and Marketing Managers



What will you learn?

This course has been designed to help you understand...
  • How social media has evolved, and where it is headed next

  • Why social media must be aligned to all areas of the business

  • The organisational challenges and value of social media

  • The importance of reputation, risk management and community strategy in social media

  • The importance of underpinning social media activity with a content and content marketing strategy

  • The psychology of social media marketing - why some content ‘works’

  • ‘Social selling’ and the role of internal influencers

  • External influencers and how to ID and manage them

  • The role of data in social media (organic and paid) and the marketing lifecycle



Agenda

Breakfast & registration
9:00 - 9:30


Context and developing a social media strategy
9:30 – 10:15

A snapshot of the evolution of social media (owned, earned and paid), including the organisational challenges and opportunities for social media, as well as the role and impact of new, disruptive social media platforms.



Context for developing a framework
10:15 – 11:00

We’ll explore frameworks for developing an optimal social media strategy for brand marketing and activation, PR and communications, sales, business development, customer insight and customer experience.



Coffee break
11:00 - 11:15


Social media & community strategy
11:15 - 12:15

In this session, we’ll cover: community strategy and community management in social; reputational risk and aligning crisis and issues management; social customer experience and customer service; governance and legal considerations.



Lunch break
12:15 - 13:15


Social media + content strategy + content marketing
13:15 – 14:00

Why is it important to underpin social media activity with a content strategy and content marketing? Discover how social media can support all stages of the customer journey (paid and organic).



Persuasion & psychology
14:00 - 14:45

We dig into the role of persuasion and psychology in social media marketing. Explore models for effective, engaging and shareable social media campaigns, including how to identify reactive topics and execute an agile response.



Coffee break
14:45 - 15:00


'Social selling’ & the role of influencers
15:00 - 15:45

What’s the role of thought leadership, social selling and employee advocacy in social media? We take a closer look as methods and tools to manage influencer campaigns.



The role of data in social media
15:45 - 16:15

Find out how to use data at all stages of the social marketing lifestyle, including planning, targeting, optimising and measurement.



Q&A
16:15 - 16:30

A summary of the day, Q&A and discussion.



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