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1 Latest & Up-to-Date Course Modules Social Media Marketing (SMM) Training Course How to Create Sustainable Social Media Campaigns

2 Social Media Marketing Course Overview Introduction More than 58% of Singaporeans are on Social Media each day and spend an average of 2.2 hours a day on all Social Media channels. This is more than double the global average of 26% and slightly more than the world average of 2.0 hours spent a day. From Facebook, Twitter, LinkedIn and YouTube, to Instagram, Pinterest and SnapChat, Social Media networks have dominated our cultural landscape. What can businesses and professionals do to tap on to this growing trend? How can one leverage on the power of Social to grow a business? This intensive 2-day Social Media Marketing workshop provides a realistic hands-on setting for beginners to embark on a Social Media Marketing journey. Peppered with case studies and practical both local and international, role-playing scenarios, and hands-on activities, students will learn how to create, grow, and measure Social Media Marketing campaigns. Throughout the course, students will also be equipped with a rigorous step-by-step process in creating, managing, sustaining and measuring their Social Media Marketing efforts. Objectives By the end of this course, participants will: Understand how Social Media works, both in local and international contexts. Learn how to reach out to and influence potential customers on Social Media to try out a product or service. Learn how to engage a company s Social Media audience and grow its Social Media following. Be able to create and manage Social Media profiles on various Social networks such as Facebook, Twitter, LinkedIn, Instagram and more. Be objective-oriented in developing and executing Social Media Marketing strategies. Learn how to create, grow, and manage Social Media Marketing campaigns, measuring the whole process and refining it where necessary. Key Features Up-to-date course modules B2C & B2B Social Media strategies Hands-on with lots of case studies and practical examples Developed by experts with extensive experience in the Asia region Structured curriculum After-training support 2

3 Social Media Marketing Course Outline Understanding Social Media Why social media is no longer new Social media in Singapore (statistics and trends) Social media s impact on society Social media s impact on business Creating Social Media Accounts Developing a social brand identity Using tools like Canva and other designer tools Facebook - World s largest social network LinkedIn - More than just a rolodex Twitter - Making magic with 140 characters YouTube - Rise of user-generated videos Instagram - Fastest growing social network for youths Pinterest - Electronic eye candy Google Plus - Hello? Anybody there? Exercise - Start a Brand Social Media Account Hands-on exercise on starting a Social Media account (Facebook page, LinkedIn account) Developing a unique profile and identity Use of free image resources and tools LinkedIn marketing LinkedIn connections LinkedIn Pulse and blog articles LinkedIn influencers LinkedIn Communities LinkedIn advertising and sponsored posts Pop Quiz Analyzing, Defining, & Developing a Social Media Marketing Strategy Identify marketing problem Establish social media marketing objective Customer analysis and profiles Social media marketing channels Social media marketing team Content creation and curation Content calendar Community management plan Measurements and KPIs Exercise - Craft Your Social Media Plan Identify marketing problem Establish social media marketing objectives What is Social Media Marketing? Defining social media marketing A 6-step social media marketing process (Analyze, Define, Develop, Execute, Measure, Repeat) Facebook marketing Understanding your newsfeed Facebook messages Facebook content types Facebook Pages and Groups Facebook advertising and sponsored posts Who s Your Customer? Demographics Psychographics Social Media Analytics Social listening tools and techniques Customer research strategies 3

4 Social Media Marketing Course Outline Managing Social Media Communities Facebook profile, Facebook group or Facebook fan page? Engaging with friends and fans Getting Facebook fans to create content Dealing with negative comments or reviews Facebook contests Facebook advertising Building a LinkedIn interest group Developing your topic of influence Writing and publishing on LinkedIn Building your LinkedIn presence Soliciting for and giving LinkedIn endorsements Interacting with LinkedIn influencers Exercise - Craft Your Social Media Marketing Plan Develop customer persona Craft Facebook community management plan Why Content is King on Social Branded storytelling The art and science of writing socially Visual storytelling through photos and videos Why infographics go viral Serious stuff: slideshare, whitepapers, ebooks Creation versus curation Developing a content calendar Measuring and Monitoring Being SMART (Specific, Measurable, Achievable, Realistic, Time-bound) Types of measurements (brand awareness, engagement, participation, community growth, revenue, etc) Frequency of measurements Social Media Marketing reports Feedback loops and iterations A/B testing URL builder tool by Google Analytics Exercise - Craft Your Social Media Marketing Plan Developing a Social Media content calendar Create four different forms of Social Media content (one per person) Identify suitable Social Media KPIs & measurements Action Planning and Management Integrating Social, Digital, SEO, and PR Native advertising on Social Media Manpower and teams Outsourcing versus insourcing Roles and responsibilities Budgeting, Timelines and Monitoring Working with agencies (briefs, scope of work, KPIs, timelines) Exercise - Crafting Your Social Media Marketing Plan Outlining resources, manpower and roles Developing budgets and timelines 4

5 Social Media Marketing Course Outline Understanding Influence & Social PR Robert Cialdini s 6 weapons of influence (commitment/consistency, reciprocity, social proof, liking, authority, scarcity) How influencers can jump start your Social Media Marketing Native advertising on social media Brand advocacy on social media Social Media influencers in Singapore Celebrity bloggers boon or bane? Cyberbullies, trolls, and attackers Social media policies/ rules of engagement Exercise - Crafting Your Social Media Marketing Plan Identifying and shortlisting suitable Social Media influencers Developing a social media policy Creating Campaign Buzz & Virality How to be contagious (Jonah Berger) Social and psychological triggers Facebook social movements LinkedIn article marketing Process for viral marketing Viral marketing case studies Rolling Out SMM Campaigns A 6-step social media marketing process (Analyze, Define, Develop, Execute, Measure, Repeat) Analyzing customers, competitors, channels, and current practices Defining target audiences, channels, advertisements and partners Developing campaign materials, promotional materials Execution of campaign Measuring success Iterate, Iterate, Iterate! Differences between plan and campaign Exercise - Crafting Your Social Media Marketing Plan Using the information you have gathered in your Social Media Marketing research, create a Social Media Marketing campaign. Your campaign should include the X factor to motivate your audience and trigger action. Share your campaign outline with the class and explain why it works. 5

6 Social Media Marketing Course Other Information Other Information Who Should Take This Course VPs and Marketing directors, PR directors, Marcom directors, social media managers, community managers, bloggers, digital marketing executives, PR executives, account managers, account executives, and anybody who needs to use social media to attract customers and prospects, cultivate leads, deepen customer relationships, increase brand awareness, improve public perception and drive sales. Prerequisite Basic computer knowledge. Course Duration 2 Days (10am - 6pm) Certificate Upon completion of the course, students will be awarded a Certificate of Completion. Training Method Instructor-led training Instructor Walter Lim Corporate storyteller, influencer, strategist, people developer, and change agent, Walter has 20 years of experience in brand development, content marketing, PR, social media marketing, strategic planning, industry development, and organisational management. Director of Cooler Insights, a bespoke content marketing, PR and social influence consultancy, Walter is an avid business and marketing blogger at his website coolerinsights.com. Appointed by SPH to be a judge for the Singapore Blog Awards for 6 years ( ), he has spoken and trained at multiple workshops and conferences on social media marketing, public relations, citizen engagement and branding. 6

7 To register for our courses online, visit How did you find out about us? Search Engines Advertisments Word-of-mouth *Register 30 days before course date to enjoy 10% early bird discount. * Register 2 or more pax to enjoy 10% off the total course fees. Course Registration Form Course Fee Time Course Dates 1 Social Media Marketing (SMM) Training Course S$750 10am - 6pm Name of Applicant(s) Contact No Company: Address: Contact Person s Contact Person s Contact No.: Company Details Payment Term ibank Transfer Cheque All payments are to be made within 7 working days from date of invoice. Seats will only be confirmed upon receipt of payment. Upon receiving your payment, we will you a receipt and confirmation of your successful application. Transfer full amount to DBS Current Kindly once you have completed the ibanking transfer. Terms and Conditions Make Cheques Payable to Equinet LLP Mail all cheques to: 1093 Lower Delta Road, #01-06 S General Forms shall be completed, scanned, and sent to We will then process your application, reserve your seats, and you an invoice. Payment is to be made within 7 working days from date of invoice. Seats will only be confirmed upon receipt of payment. Upon receiving your payment, we will you a receipt and confirmation of your successful application. Course fees are inclusive of course notes, writing materials, internet connection, refreshments, and certificate of completion. Students are required to bring their own laptops and power adaptors unless stated otherwise. Trainings will be conducted at 118, Aljunied Avenue 2 #02-100, Singapore (Near Paya Lebar MRT) or our partner locations which will be indicated in the confirmation . Equinet Academy reserves the right to reschedule any course dates due to unforeseen circumstances. Available Promotions Early Bird Discount: 10% off course fees when you register and complete payment at least 30 days before course commencement date. Group Discount: 10% discount for 2 or more pax. All promotions may be combined. Cancellation & Refund Policy In the event of any cancellation by students due to unforeseen circumstances, students must inform Equinet Academy at least 3 days in advance to defer the course to the next intake. Refund requests for legitimate reasons will be assessed on a case by case basis. Should classes be cancelled by Equinet Academy, students may: - Defer the course to the next intake at no extra charges. - Withdraw from the course and obtain 100% refund of all course fees paid. By signing and submitting this form, you are acknowledging and agreeing to the above stated terms and conditions. Signature/Date

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