DIPLOMA IN SOCIAL MEDIA MARKETING (Dip. Social Media Mkt.) with SEO & Google AdWords Modules by Distance Learning

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1 DIPLOMA IN SOCIAL MEDIA MARKETING (Dip. Social Media Mkt.) with SEO & Google AdWords Modules by Distance Learning Please find enclosed the details you requested in reference to the above course. We have also included some Frequently Asked Questions (FAQs) which can be found at the end of the document. Online Marketing Courses is part of an established group of companies training over 3,000 people each year benefiting from over 25 years experience in the training arena. The Diploma in Social Media Marketing (Dip. Social Media Mkt.) by Distance Learning is an Interactive and Case Study based programme written by Industry Professionals. The Course content is delivered to participants immediately upon enrolment online, and in a hard copy format and on CD Rom within 15 working days. The Course is made up of a number of modules, including Search Engine Optimisation, Google AdWords, Online Marketing, Online PR & E-Commerce, with practical assignments at the end of selected modules. There is a Social Marketing Campaign to be submitted at the end of the course culminating all modules studied. This pitch is based on a brief and a budget given at the beginning of the programme. Full support is available from our Subject Experts by at the end of each module and an ongoing basis during the course. You will have full access to an online account and subject expert advice for one full calendar year. The Diploma is accredited by the Institute Of Commercial Management (ICM). The Diploma is both Industry and Internationally recognised. The fee for the course is 995. Fees may be paid by cheque, bank draft, credit card, debit card, bank transfer or online at payments page through PayPal which is a safe, fast and secure method of payment. Enrolment for this Distance Learning programme is ongoing and the course will start on the 24 th September If you wish to enrol on this course please visit alternatively you can telephone us on or or info@onlinemarketingcoursesgb.co.uk with any additional queries you may have. Yours sincerely, Noel Murphy Director Online Marketing Courses as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Online Marketing Courses reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Online Marketing Courses. Distance learning courses are provided by the Fitzwilliam Institute Ltd Online Marketing Courses T: Directors: Gray s Inn Road, F: N.C.J Murphy M.I.I.T.D London WC1X 8UE E: info@onlinemarketingcoursesgb.co.uk M.T Murphy United Kingdom W:

2 BROCHURE DIPLOMA IN SOCIAL MEDIA MARKETING (Dip. Social Media Mkt.) with SEO & Google AdWords Modules by Distance Learning Introduction The area of Social Media and Social Networking has become hugely popular over the past number of years. Websites like Facebook and Twitter have become part of the online culture. Indeed these sites have become so popular in recent years that their terminology has already seeped into the vocabulary. The terms To Tweet and Facebook Page are now commonly used and understood. Most of these social networking sites started out as a purely social forum where people could post details of their hobbies and interests and link up with their friends around the world. In the past few years however there has been an increased interest in the use of these sites to help market and advertise brands and products. This course takes a very practical approach to the topic of Social Media Marketing. The first part of the course introduces the students to the concept of how Social Media websites and how they can be used in marketing. The course then focuses on ten of the most popular social media and social networking sites. These include sites that the students will be familiar with such as Facebook and Twitter and also sites such as MeetUp, Ning and Second Life that are not as well known. Assignments are included for each of these sites to allow the students get practical experience in using the sites and the various tools and applications that are available. Throughout the course there is an emphasis on the practical application of these sites and many case studies are included in the course material. Course Content Introduction to Social Media and Social Networking What is Social Media?; A brief history of Social Media; How Social Media Works; Why should a business use Social Media; The power of Social Media in the Marketing and Advertising Arena; Introduction to Social Media Marketing Techniques; Understanding your audience; Social Network Platforms and Applications; Media Distribution; Establishing new categories of relationships with your customers; Accumulating Social Capital; The future of Social Networking. How Social Media is transforming the way we do Business Social Sales; Transforming the Sales Cycle; Building relationships with your customers; Using customer testimonials on your site; Building a rapport with your customers; Online customer support; Social Network Marketing; Hypertargeting; Creating specific advertising campaigns; Reaching Passive Buyers; Loyalty and Engagement; Social Networking Communities; Brand Advertising; Social Distribution; Social Ads; Viral Marketing; Challenges and Limitations; Social Innovation; Concept generation; Crowdsourcing; Collaboration and Feedback; Commercial Implementation; Continual Iteration; Social Recruiting; The use of Social Networks for recruiting; Sourcing Candidates; Active Candidates; Passive Candidates; Candidate References; Getting Referrals from Extended Networks; Targeting Specialized Networks; Employer Reputation; Keeping In Touch. Facebook What is Facebook; Who uses Facebook; How can Facebook benefit a business; Understanding the Facebook environment; Signing up for a Facebook account; Defining your profile; Editing your profile; Searching for and adding friends; Using the Facebook Wall feature; Using pictures on your Facebook profile; Using the News Feed feature; Controlling what people see using the Hide feature; Facebook Messaging; Facebook Groups; Facebook Links; Facebook Applications; Browsing for Applications; Including Business Applications; Finding Help the Facebook Community; The Architecture of a Facebook Page; Understanding Facebook Advertising; Developing a Facebook Marketing Plan; Facebook Groups, Hosting Facebook Events; Case Study Sites. Practical Assignment: The students are required to set up account on Facebook and become familiar with the tools and architecture of the site. The students are also given a case study of a Facebook marketing campaign to analyse. Twitter Introduction to Twitter; Understanding a Tweet; Decoding the elements of a Tweet; Signing up for a Twitter account; Creating and modifying your profile; Adding a profile icon; Finding people and

3 uploading contacts; Following someone on Twitter; Adding followers to your account; Using Twitter Badges; Creating a Tweet; Working within the constraints of a Tweet getting your message out in 140 characters or less; Re-tweeting; Sharing Links Using TinyURL.com; Using Twitter with Mobile Devices; Using Twitter Goodies; Adding Twitter to Blogs; Connecting Twitter to Facebook, Direct Messages; Planning your Twitter Marketing Strategy; Building a Twitter Tribe; Case Study Sites. become familiar with the tools and architecture of the sites. The students are also given a case study of a Twitter marketing campaign to analyse. YouTube Introduction to YouTube; Understanding YouTube; Browsing on YouTube; YouTube as a social media site; YouTube as a business tool; YouTube as an educational tool; Creating a YouTube account; Linking to your Gmail account; Creating a video for YouTube; Using Open Source Video Editing Software; Adding voiceovers, soundtracks and special effects to your videos; Formatting Videos for Uploading; Uploading Videos to YouTube; Downloading videos from YouTube; Linking and Embedding videos in your own website; Posting comments on other peoples videos; Comparing YouTube and Facebook; Sharing Videos with Facebook; Sharing Videos with Twitter; Case Study Sites become familiar with the tools and architecture of the sites. The students are also given a case study of a YouTube marketing campaign to analyse. Bebo and MySpace Introduction to Bebo; Setting up a Bebo account; Creating a Bebo profile; Identifying your target audience who uses Bebo; Creating content for your Bebo page; Optimizing multimedia content for your Bebo page; Uploading content to your page; Adding a Bebo button to your website; What is MySpace; Who uses MySpace; Exploring the MySpace environment; Creating an Account; Choosing your MySpace URL; Keeping things private controlling who sees your profile; Creating and editing your profile; Uploading pictures; Uploading audio and video files; Adding friends to your account; The MySpace online community; Case Study Sites. Practical Assignment: The students are required to set up accounts on both of these websites and become familiar with the tools and architecture of the sites. The students are also given case studies of a Bebo and a MySpace marketing campaign to analyse. LinkedIn Introduction to LinkedIn; The benefits of having a LinkedIn account; Creating a LinkedIn account; Modifying your user profile; Finding colleagues already on LinkedIn; Building your network; Connecting to the people you want using Referrals; Making Referrals; Using InMail to contact people outside your network; Searching for a Job on LinkedIn; Getting help exploring the LinkedIn learning centre; Using LinkedIn Applications; Case Study Sites. become familiar with the tools and architecture of the sites. Flickr and Picasa Introduction to Flickr; Setting up a Flickr Account; Using the Take a Tour Facility; Comparing the Free and Pro versions of Flickr; Finding your friends on Flickr; Linking Flickr to your Gmail account; Adding Contacts to your account; Preparing pictures for uploading; Understanding picture formats for the web; Uploading Pictures to Flickr; Using Flickr from a business perspective; Introduction to Picasa; Signing up for Picasa; Uploading pictures; Organising your pictures; Setting up security; Creating Albums; Linking Picasa to Bolgger; Case Study Sites. Practical Assignment: The students are required to set up accounts on Flickr and become familiar with the tools and architecture of the site. Blogs and Blogger Introduction to Blogs; A brief history of Blogs and Blogging; Creating a Blog Introduction to Blogger; Registering with Blogger and creating your first Blog; Creating good content for your Blog; Using Templates to format the appearance of your Blog; Publishing your Blog; Uploading pictures and videos to your Blog; Creating links with other Bloggers; Making people aware of your Blog The use of RSS; Adding an RSS Feed to your Blog; Adding Gadgets to your Blogger account; Comparing Blogger and Wordpress; Using other Blog software; Case Study Sites Practical Assignment: The students are required to set up a Blog using Blogger and become familiar with the tools that are available. The students are also given a case study of a Blog marketing campaign to analyse.

4 MeetUp and Ning Introduction to MeetUp; Understanding MeetUp; Registering with MeetUp; Introducing yourself to the MeetUp Community; Finding a Group; Setting up a MeetUp Group; Modifying your account profile; Getting help with MeetUp; Introduction to Ning; Understanding Ning; Signing up for a Ning account; Creating your own Social Network site on Ning; Choosing your Ning URL; Describing your social network; Customizing the appearance of your site; Adding Features to your site; Adding Content to your site creating a Blog Post; Inviting people to your site; Finding help on Ning; Case Study Sites. become familiar with the tools and architecture of the sites. Second Life Introduction to 3D Virtual Worlds; Exploring Virtual Worlds; Introduction to Second Life; Understanding how Second Life works; Registering on the Second Life site; Downloading and Installing the software; Creating a Second Life personality; Choosing an Avatar; Using a Second Lift URL (SLURL); Using Second Life from a marketing perspective; Virtual Tourism, Taking pictures on Second Life; Virtual Heritage; Exploring the Second Life environment; Other Virtual Worlds; Case Study Sites become familiar with the tools and architecture of the sites. Social Bookmarking Delicious, Digg and StumbleUpon Introduction to Social Bookmarking; Understanding how Social Bookmarking Works; Why use Social Bookmarking; Who uses it the social bookmarking community; Three of the main sites Delicious, Digg and StumbleUpon; Setting up a Delicious Account; Adding the Delicious buttons to your web browser; Improving the Stickiness of your website getting visitors to come back; Checking your links and keeping everything updated; Third Party Applications; Setting up a Digg account; Setting up a StumbleUpon account; Case Study Sites become familiar with the tools and architecture of the sites. Running a Social Media Marketing Campaign Identifying your target audience; Defining the Goals of your campaign; Defining a Clear Strategy for your Campaign; Knowing your unsanctioned community what people are saying about you; Defining and Establishing your presence; Engaging your Customers; Deciding on the platforms and tools to use; Deciding on a Media Strategy; Hypersegment your audience; Implementing a Pilot Campaign and analysing the results; Identifying Key Risk Areas; The importance of Landing Pages; Interacting with your customers; Revising your campaign strategy. Measuring the Success of Social Media Marketing Understanding Web Metrics and Analytics; Standard Web Metrics; Social Media Metrics; Identifying your current site statistics; Defining what metrics are to be measured Content, Relevance and Impact; Benchmarking; Identifying your Return On Investment (ROI); Setting Goals; Finding out what sites are actually driving traffic to your website; Deciding on a Web Analytics solution; AWStats and Google Analytics; Introduction to Google Analytics; Setting up a Google Analytics Account; Integrating Google Analytics Tracking Code into your web pages; Setting up Goals in Google Analytics; Other methods of analysing web metrics. Social Media Marketing - Case Studies Throughout the course several case studies will be shown to the students that demonstrate the successful application of Social Media to a particular marketing campaign. The students will be encouraged to analyse the campaigns and to develop their own ideas of how of how to manage a social media marketing campaign. Search Engine Optimisation Search Engines: How people search the web How people search the web; Determining Searcher Intent; How people scan search results pages; How people click on search results; Organic Listings vs. Sponsored Listings; Search Engine Basics How Search Engines Work; Algorithm Based Ranking Systems; Determining Searcher Intent Types of Searches; Analysing Ranking Factors; Advanced Searching Techniques; Vertical Search Engines; Country Specific Search Engines; Search Directories;

5 Determining your objectives and defining your site audience Setting out your SEO Goals and Objectives; Outlining and Developing your SEO Plan; Researching your potential audience; Finding your niche on the web Planning your SEO campaign The importance of planning; The importance of site architecture; Who are your competitors?; Measuring your success Server Statistics Software; Website SWOT Analysis Google AdWords Google AdWords and Online Advertising: The Basics Where did it all begin? Google Adwords essentials: Why use Google AdWords?, Google AdWords Basic terminology, Getting started with Google AdWords, The Google world and AdWords, The difference between Sponsored Listings and Organic Listings, The Pay-Per Click revolution, Google AdWords and Direct Marketing. Tour of Google AdWords Environment Benefits of AdWords: Relevance, Return on investment (ROI) and Reach, Targeting the right audiences, Keywords and placements, The power of positioning with Ad Rank, Paying for results only, Discount features, Avoiding speculation. Features of AdWords: Variety and advert formats, Accessibility via Search and Content Networks, Ad performance and monitoring, Quality Score and Click-Through Rate (CTR), Report Centre, Conversion tracking. Google AdWords Statistics explained: The Snapshot Screen, The All Online Campaigns view. Creating and Managing a Google AdWords Account Different editions: Starter versus Standard, Opening a new Google AdWords account, Google AdWords: Organizing and Managing the Account, The Google AdWords Campaign Management Tab. Building an Google AdWords Campaign The Online Marketplace, Online Profitability Predictions, Online Marketing Trends, Positioning an Online Business Strategically, Building a Google AdWords Campaign from scratch, Setting up Your Google AdWords Campaign for Success, Common Mistakes to avoid when Setting up Google AdWords Campaigns. E-Commerce The E-Commerce module is broken down into two sections. The first one deals with the Theory of E- Commerce and how to set up an E-Commerce solution for a business. It also goes into some detail on the various types of E-Commerce. The second section deals with web site design. This covers HTML, XHTML and CSS and serves as an introduction to web site design and development. The Theory of E-Commerce What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Methods of accepting payments online; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions. Introduction to Web Site Design HTML What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The <html>, <head>, <body> and <title> Tags; Creating a basic HTML web page; Working with text; Basic formatting the <b>, <i> and <u> Tags; Other formatting Tags the <p> Tag and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with Images; Formatting images for the web; HTML Lists ordered Lists, Unordered Lists and Definition Lists; Creating Tables in HTML; Formatting Tables; XHTML What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.

6 CSS What is CSS?; How does CSS work?; The three types of Cascading Style Sheets In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links. Online Marketing Doing Business on the Internet Doing Business on the Internet, The Benefits of Digital Marketing # Online Marketing Planning, Key Concepts in Internet Technology, Business Models on the Internet, Online Market Research. Analysing the Web Website Hits, Website Page View Analytics, Recording Online Visitor Statistics, Time of Visit to website, Keyword Phrase Used, IP Address Information, Website Arrival and Exit Pages, Logfile versus Page Tagging, Web Click Tracks and Google Analytics, Benefits of Web Analytics. Promoting Your Website Promoting your Website, Online Promotion Techniques, Web 2.0, Services & Applications, Marketing, Online Advertising. Writing For the Web Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Optimising Online Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter. Online Public Relations Online Influences on Present PR Practices Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility. Social Media and PR strategy Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities. The Social Media Landscape Blogs, Microblogs, Chatrooms, Delicious, , Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet, New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets. The Internet as a Media Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet. Presentation Skills Preparation and Research; Speech Content; Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g. Visuals, etc.; Management of Locations and Audiences; Presentation Structure.

7 Social Media Campaign Project The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a proposal with their recommendations to their subject expert. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops pitching skills. METHODS OF LEARNING Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc. SUBJECT EXPERTS Online Marketing Courses maintains a panel of qualified subject experts. WHO SHOULD APPLY Anyone working in Advertising Management in a senior or support position or those who wish to make a career change to Marketing & Advertising. The course will also benefit anyone, who has advertising as part of their job specification. QUALIFICATIONS Successful candidates qualify for the Diploma in Social Media Marketing (Dip. Social Media Mkt.). The Diploma is awarded at Distinction, Credit or Pass level. The diploma is accredited by the Institute Of Commercial Management. DISCLAIMER Every effort is made to ensure accuracy; however responsibility is disclaimed for any error or omission in this brochure. Online Marketing Courses as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Online Marketing Courses reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Online Marketing Courses. Distance learning courses are provided by the Fitzwilliam Institute Ltd. Frequently Asked Questions DIPLOMA IN SOCIAL MEDIA MARKETING (Dip. Social Media Mkt.) with SEO & Google AdWords Modules by Distance Learning Course Specifics For how long does the course run? Course participants will have full access to the online course and subject expert advice for one full calendar year. What is the course fee? 995 When does the course start? Enrolment is ongoing and the course will commence on 24 th September The full course content is delivered to participants immediately upon enrolment in a hard copy format and online. Is this a fully comprehensive and fully inclusive course? Yes. This distance learning course is designed to enable participants to develop an innovative and multi-skilled approach in planning and coordinating events. It offers practical and specific case study based modules that can be applied in real world situations. Will this course provide me with the skills to take on and create my own Social Media campaigns? Yes. The course project is aimed at providing you with the confidence and ability to take on and create social media campaigns of any nature. The course guides you through all of the stages of planning a campaign, finally producing a pitch which can be used as a template for future campaign proposals. Will this course help me get into the industry and build a network of contacts? Yes. As the course is accredited by the industry and all our subject experts are themselves industry professionals, this provides you with direct access and resources within the industry.

8 Will I have contact with industry professionals from specialised areas? Yes. Full support is available from our subject experts by at the end of each module and an ongoing basis during the course. All subject experts are themselves Industry Professionals with many years experience. Am I required to purchase any materials or books for this course? No. The course includes comprehensive notes, a course CD Rom as well as on-line assistance from our subject experts. A folder of the entire course content is also sent to you in hard copy to your postal address. The course is designed to be as convenient and flexible as possible. Assessment Process How are we assessed? Through practical assignments and a final course project Are there exams? No. The course is centred around the practical Social Media Presentation which is explained below. Course Structure and Outline: On commencing the course, you are provided with a username and password with which you sign in. There is a user guide at the very beginning explaining how to use and work your way through the course. The course has been divided into a number of modules and will be evaluated by means of a Course Project. You are given the project brief and budget at the beginning of the course. There are 6 assignments (each worth 10%) and a final course project (worth 40%) to be completed. These should be submitted via to your subject expert. Feedback on general queries takes 48 hours. Feedback on assignments takes a maximum of 10 working days. Application Process How do I apply for a course / what is the application process? There is no application form. The course can be booked and paid for online through our website at payments page. If you have any additional queries after reading this brochure we simply ask you to contact us on or or us at info@onlinemarketingcoursesgb.co.uk and ask to be booked in for a consultation; we will then arrange a time convenient for you. Do I need any previous experience or qualifications to join this course? We do not request any previous experience or qualifications. Course Accreditation Is this course accredited? Yes. This course is accredited by the Institute of Commercial Management (ICM). Is it internationally recognised? Yes. It is both industry recognised and internationally accredited. How are the diplomas awarded in terms of grades? Successful candidates qualify for the Diploma in Social Media Marketing (Dip. Social Media Mkt.). The Diploma is awarded at Distinction, Credit or Pass level. Method of Training Method of Training/ How do we differ from others? The type of training we specialise in is one of Practical Skills. We use methods such a Subject expert discussions, Practical Exercises/ Assignments, Projects, Case Studies, etc.

9 Who delivers the training/ classes? Online Marketing Courses maintains a panel of qualified and motivated industry professionals, who work as a team of subject experts monitoring each student s progress. Who is the course aimed at/ will it suit my needs? Anyone working in Advertising in a senior or support position or those who wish to make a career change to Advertising. The course will also benefit anyone, such as a P.A., who has advertising & marketing as part of their job specification. This course is designed to be flexible and is therefore suitable for those who cannot attend live classes or prefer to study at their own pace. How quickly can I obtain my Diploma? On successful completion of this course, a Diploma will be issued by the Institute Of Commercial Management. Why would you recommend me to do this course above any other? Online Marketing Courses is part of an established group of companies training over 3,000 people each year benefiting from over 25 years experience in the training arena. The approach we use is one of practical skills based training, delivered by people from the industry for the industry. Our courses are recognised internationally and accredited by the industry. The comprehensive course you are embarking upon was written by industry professional; the subject experts also have a wealth of industry experience. The presentational Plan element is vital to anyone seeking to undertake a career in the Marketing & Advertising Industry. The Institutional recognition of the course is a major factor also. Online Marketing Courses as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Online Marketing Courses reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Online Marketing Courses. Distance learning courses are provided by the Fitzwilliam Institute Ltd.

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