Oxford Learning Lab - Social Media Strategy 2017: Social Media Strategy 2017

Social Media Strategy 2017

In this topic

This new and highly practical Social Media for Business Growth will give you actionable tips and ideas so that you make the most of: Twitter, LinkedIn, Facebook, Blogging and more. You will learn: A process for generating leads using social media; How to create content that increases conversion rates; Practical advice on incorporating mobile strategies into your marketing mix ; A step-by-step process for measuring the return on investment (ROI) of your social media campaigns. This Social Media Course will help you build a solid social media marketing strategy to generate more leads and sales, contribute to business growth and become a marketing rock star...

Course expert

Andrew Lloyd Gordon

Trainer and Consultant - Digital Marketing


Is this course right for you? Watch this 1 minute clip to understand.

What are the key principles of Social Madia and how do you put together Social Media strategies that build on those principles? In this course, we will show you how to create a great audience and great content. As we go through the course, we will try to make it as real as possible so that you will understand what you are trying to do with your organisation or business. We will start by seeing how huge the Social Media phenomenon has become and how it has changed in the society.

We will now explore those concepts that make a difference regarding Social Media. We will see who the Three Players are and how they interact one with the other. How do organisation go onto Social Media Networks? Why do they use Social Media Networks? And why do ordinary people use them? See the SCARF model to understand it.

In this video, we will see how to put together a Social Media Strategy and how you can apply it to your business and make it real. We will explore the SOSTAC, an excellent and flexible planning tool which allows you to cover all the areas you need to, to produce a unique Social Media Strategy.

What is it and why is it so important? Learn to apply the SWOT and PESTEL analysis to your plan and to create a benchmark to see how well you are performing picking the right KPIs. See what the Social Media Audit is and what can do for you.

  6.  Stakeholders

Who is involved with Social Media in your organisation? See the importance of interacting with your team or with externals. Is the culture still eating strategy for breakfast? What are Social and Digital Cultures? Learn the key points and characteristics of both and see how essential is to have those to be successful with the Social Media. Analytics and how to read those significant numbers. Does your staff understand analytics? Have they got enough time to do socials? See how to incentivise the people that work for you and how to teach them the importance of working with Social Media.

Compare your organisation and what you do to your competitors. Also, analyse your audience attention and see what attracts them the most. Learn to find strategic advantages and see what you can do that your competitors can't. Finally, see how to use software to keep track of your performance and compare it to others'.

The key part of Social Media Marketing is understanding the audience. What kind of people are you trying to reach? What do you need to know about them to improve? What are they saying about you? This video will show the importance of listening to customers and will also teach how to do it in the best possible way. Learn to use the Boolean Operators to fetch better quality results when performing a search on the Internet. Finally, see how to create Personas that reflect the type of audience you want to reach and what Life Time Value is.

  9.  Objectives

That's the next step in SOSTAC. Why do you want to use Social Media? What do you want to achieve? See how objectives might change as you work on your Social Media Marketing. How would you track and measure your progress? This video will show you how to have a ROI (Return on Investment) and make it work in terms of numbers.

  10.  Strategy

Strategy is a journey that keeps evolving and changing at all time. What is your vision? Where are you heading? Here is another important step in SOSTAC analysis which will allow you to create something unique and different but also valuable and competitive. Learn how Social Media Strategy relates to marketing and business strategy. See the importance of using Strategy to make your Social Media Marketing work.

  11.  Tactics

Also known as tools, they are the social media platforms you are going to use. But how do you choose the best ones for you? And how many should you choose? See how situation analysis can help you. In this video, you will also learn how to use your content on the different social networks and the correct way of doing on them. The Say - Show - Share Strategy and how to appear at your best on social networks.

Content Strategy is the message you want to get across so that your audience will find it engaging. What is the content you are going to post? Have you found the right way to put your message into your content yet? Learn to be clear about what you want to say and how to Educate, Entertain and Inform your audience and see some excellent examples of how to do it. Finally, see what "Curse of Knowledge" and "Group Thinking" mean.

  13.  Content Audits

Content Audit is a benchmark exercise of your situation analysis where you look at the content you are creating on the different platforms. But how would you decide what to produce? Learn to use Content Audit to monitor your audience. Check the most popular tools you can apply to grade what you create, see some case studies and learn from them. Finally, check Screen Recording Software and Remote Users Test Platforms and the way they work.

What is your audience interested in? When it comes to Social Media, what are people already engaging with? What are the gaps you need to fill? Learn the right way to find out when talking to people and also the incredibly useful tools you can find online and how they work. See also what a Content Dossier is and how to use it.

  15.  Content Ideas

What to do next? What is the next step of your Situation Analysis? As a team, it is now time to gather together and share information with each other. Learn to encourage creativity and how to turn ideas and contents into something tangible and suitable for the different types of media. See also how to create reference content and master lists of all the social media tools your business can use. Finally see what Multicast Marketing is about.

How are you going to use your content to make people move from one point to another of their potential customer's journey? Learn to understand what steps they go through, what content they use on the different stages of their journey and how to post the right content across the web to bring people back to your website. See also the Hub & Spoke Approach and the Metrics for Pirates. Landing pages: how are they designed? What tools can you use to produce them?

Content is the key and the cornerstone of a successful Social Media Marketing. Once your piece is ready what are you going to do with it? Learn how to promote what you create and which channels and media to use. See also the concept of Influential Marketing and how it works.

  18.  Actions

In this video we will suggest how to plan ahead you daily, weekly and monthly activity to continually produce and post material for your audience and potential customers. Ideally you should have a team working on it but since it rarely happens we will teach you how to do it by yourself. See how to Curate - Schedule - Socialise - Analyse your posts and how to make Social Media part of your day job. We will also suggest how to collect the information you need from Social Media and how to write articles and posts. See also what Editorial and Content Calendars are and how to make the most out of them. Finally, see David Meerman Scott's News Jacking to post stories in real time onto your pages and how they get picked and become viral in a very short time.

  19.  Controls

Here is one of the most important parts of the SOSTAC scheme. This video will teach you how to handle negativity online i.e. bad reviews, complaints and so on. It will also show you how easy it is, to damage your organisation if your staff is not properly trained to work with Social Media.

See how to control your performance and get better on Social Media. There is a lot of material available online for you to read and learn about when to post, what to post, the ideal length of what you post and so on. This video will give you interesting advice showing you some good examples.

  21.  Test and Learn

Testing and learning are what can make a significant difference to your online success. How do we do testing? See Amazon Phame process example and how to adapt it to your organisation in order to improve. See also how to use Google Analytics to make changes based on your numbers. Regularly testing and learning you will undoubtedly improve what you do.

  22.  Show ROI

The main reason why an organisation decides to do Social Media Marketing is that they want to generate a return on investment (ROI) which should be much higher than the money they put in to start. Most people though, do not calculate how much money they spend or should spend on Social Media. This video will show you where your money can be invested giving you some samples of ROI calculations. It will also illustrate how to allocate your budget.

The final part of the SOSTAC scheme is analysing the numbers to see the impact that Social Media has had on your organisation. How do we use those data to make a difference? See how to do an Audit Process to your Baseline to see your growth from where you started to up to now. See also the 10/90 Rule and the Quantitative and Qualitative Numbers you need to analyse.

  24.  Conclusion

Some final advice on Social Media Marketing and how and where to find the tools you have to use to structure your marketing and come up with clear and winning strategy.

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