Advanced Social Media Program

• Faculty Introduction

• Introduction to Social Media
• Modern Communication
• Social Media Landscape
• Social Media and Content Marketing
• Reputation Management and Monitoring
• Customer Engagement
• Key Takeaways

• Introduction
• Social Media Impact On Business Goals
• Social Media Marketing Integration
• Strategic Business channel Part A
• Strategic Business channel Part B
• Define Your Target Audience
• Types of Content to Post and Promote
• Key Takeaways
• Knowledge Check

• Introduction
• Social Networking
• Microblogging
• Media Sharing Videos
• Media Sharing Images
• Other Services
• Key Takeaways
• Knowledge Check

• Introduction
• Impact On Business Goals
• Buffer
• Hootsuite
• Social Studio
• Link Shortener
• Key Takeaways
• Knowledge Check

• Introduction
• Key Performance Indicators
• Social Analytics Tools
• Key Takeaways
• Knowledge Check

• Introduction
• Social Advertising Key Factors
• Advertising Campaign in LinkedIn and Facebook
• Key Takeaways
• Knowledge Check

• How Social Media Has Changed Businesses
• The Emotions of Sharing
• Air Canada's Campaign
• Influencers and Evangelists
• Inspiring the Readers

• Social Media Challenges
• Strategy Building Guide
• Establishing and Benefitting
• Creating a Campaign Message
• Planning and Benefiting from a Diversified Posting Strategy
• Knowledge Check

• The Role of Converged Media in Social
• Understanding Paid, Owned, and Earned Media
• Putting Converged Media to Work for You
• Two Choices of Social Exposure
• Knowledge Check

• The Role of Content Marketing in Social
• The Viral Value Pyramid
• Building a Content Plan
• Three Key Areas of Focus
• Matching Content to Consumer Intent
• Select the Right Type of Content
• Generating Content Ideas
• Trending Topics on Social Channels
• Unlocking Content’s Full Potential
• Knowledge Check

• Understanding the impact of great visuals
• Leveraging Images in Social Media
• Image-Based Marketing Types
• Leveraging Video in Social Content
• Different Lengths of Video
• Video Based Marketing
• Knowledge Check

• What Makes Social Sharing so Valuable
• Building Content That is Inherently Shareable
• Psychology of Social Sharing
• Brainstorming Your Social Content Ideas
• What do Customers Love about you?
• Knowledge Check

• Why Storytelling is Essential in Social Marketing
• Finding Your Focus and Your Story
• Story that Involves Problem Solving
• Understanding Consumer Stories and Their Role
• Matching Customer Story to Motive
• Knowledge Check

• The Role of Social Media Listening
• Reputation Management And Response
• Finding Influencers and Evangelists
• Engaging with Influencers and Evangelists
• Engaging with Paid Influencers and Evangelists
• Influencer Collaboration
• Knowledge Check

• Understanding the Role of Social in the Sales Cycle
• How Sales and Marketing Function as a Team in Social Selling
• How Does Sales Support Marketing?
• Knowledge Check

• The Basics of Social Media Measurement
• Social Media Specific Metrics
• Knowledge Check

Course Introduction

• Lesson Introduction
• Introduction to Video Marketing
• Crafting Your Video Marketing Strategy
• Videos Storytelling
• Making videos people want to watch
• Optimum Length for Videos
• Optimizing your videos
• Keyword Research
• Creating Amazing Videos
• Optimizing Videos for Search- Google and YouTube
• Building Authority with YouTube Channel
• Promoting Your videos
• Creating Tent Pole Events Videos
• Scheduling Your Videos
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Introduction to Media Platforms
• Promoting Owned Videos
• YouTube Channels
• Social Media Promotion
• Promoting Earned Video
• Video Influencers Vloggers
• Promoting Paid Media
• Using Customer Journey Models
• Measuring Impact
• YouTube Analytics
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• YouTube Advertising Key Players
• YouTube Video Ad Formats
• Scheduling, Targeting, and Remarketing Video Ads
• Placing Reserved Media
• Key Performance Metrics
• Optimizing YouTube Ads
• YouTube Ads: Best Practices
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Mobile Video and Live Streaming
• Mobile Video and Digital Marketing Strategy
• Mobile Videos: Target Audience
• Videos People Watch and Share
• Vertical Videos
• When To Make Mobile Videos
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• What Makes Mobile Videos Unique
• Mobile Video Opportunities for Brands
• Where and How to Promote Mobile Videos
• Mobile Video Advertising
• Mobile Video Ads: YouTube
• Mobile Video Ads: Facebook and Instagram
• Mobile Video Ads: Case Studies
• Measuring the Success of Mobile Videos
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Demo: Uploading a Video to YouTube—Desktop
• Demo: Using Youtube Studio--Mobile
• Demo: Using Youtube Studio Beta--Desktop
• Demo: Using YouTube Studio—Mobile
• Demo: Editing a Video on YouTube
• Demo: Optimizing a Video on YouTube Studio
• Demo: Creating a YouTube Channel
• Demo: Checking the YouTube Channel Settings
• Demo: Optimizing a YouTube Channel
• YouTube Channel: Views and Subscribers
• Factors that Make a Great Video
• Monetizing Your YouTube Channel
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Shooting and Editing a Great Video
• Editing in External Apps
• Video Categories
• Video Types
• Demo: Instagram’s Video Editing Options
• Demo: Instagram’s Video Filters
• Monetizing Your Instagram Videos
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Video Ads on Facebook and Instagram
• Video Ads on LinkedIn
• Video Ads on Twitter
• Video Ads on Snapchat
• Video Ads on Pinterest
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• GDPR's Effect on YouTube Advertising
• GDPR’s Impact on the Video Advertising Ecosystem
• GDPR and Audience Targeting in YouTube Advertising
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Impact of Video Advertising in B2B
• Video Advertising in B2B Examples
• Best Channels for B2B Videos
• Challenges B2B Marketeers Face in Video Advertising
• Key Takeaways
• Knowledge Check

• Lesson Introduction
• Future Trends in Video Marketing
• Three-Sixty-Degree Video
• Augmented Reality
• Virtual Reality
• Key Takeaways
• Knowledge Check

Course Introduction

• Introduction
• Role of Marketing in the Future
• Social Media Landscape
• Facebook Introduction
• Starting Your Facebook Journey
• Facebook Options for Business
• Key Takeaways
• Knowledge Check

• Introduction
• The Facebook News Feed and Organic Reach
• The Facebook Algorithm Today
• Top Ranking Factors in the Facebook Algorithm
• The Future of the Facebook News Feed
• Key Takeaways
• Knowledge Check

• Introduction
• Facebook Groups Set Up and Business Use
• Facebook Pages Setup, Business Use, and Best Practices
• Anatomy of a Facebook Page
• Facebook Pages Best Practices
• Facebook Messenger: How to Use for Business
• Facebook Live: Set Up and How to Use for Business
• Key Takeaways
• Knowledge Check

• Managing Facebook
• Facebook Business Manager
• Publishing, Scheduling, and Moderation
• Facebook Page Insights
• Demo: Facebook Productivity Tools
• Facebook Pages, Groups, and Events Policies
• Key Takeaways
• Knowledge Check

• Introduction
• Facebook's Social Plugins
• Facebook Rights Manager
• Set Up Facebook Local and Facebook Place
• Facebook and Non-Facebook Marketing Tools
• Key Takeaways
• Knowledge Check

• Introduction
• Global Advertising Spend by Media
• Facebook Ad Campaign Structure, Ad Objectives, and Targeting
• Facebook Ad Placements, Ad Formats, and Budgeting
• Facebook Ad Performance, Testing, and Tools
• Knowledge Check

• Introduction
• Facebook Ad Manager
• Demo: Create Your Facebook Ad Campaign
• Demo: Create Your Facebook Ad Set
• Demo: Create Your Facebook Ad
• Facebook Ad Images and Text
• Facebook Ad Review Process
• Key Takeaways
• Knowledge Check

• Introduction
• Targeting in Facebook Pre and Post GDPR
• Key Takeaways
• Knowledge Check

• Introduction
• Facebook Conversion Tracking and Facebook Pixel
• Facebook Analytics
• Key Takeaways
• Knowledge Check

• Introduction
• Setting up Your Facebook Shop
• Creating Your Facebook Catalog
• Using Facebook Dynamic Ads
• Key Takeaways
• Knowledge Check

• Introduction
• Optimize Your Facebook Page
• Best Practices in Pages Posts and Ads
• Facebook Ads in the Sales Funnel
• Best Practices Facebook Images and Ad Copies
• Key Takeaways
• Knowledge Check

• Introduction
• Facebook Ad Policies
• Data Use Restrictions
• Facebook Ads Post GDPR
• Ads Politics or Issues of National Importance
• Key Takeaways
• Knowledge Check

• Introduction
• Certifications and Badges
• Exam Process and Fees
• Facebook Planning Professional Certification
• Facebook Buying Professional Certification
• Key Takeaways
• Knowledge Check

• Understanding Twitter
• Using Twitter as a Marketer
• Customer Service and Engagement Via Twitter
• Marketing on Twitter
• Understanding Twitter Advertising
• Twitter Ad Options
• Increased Character Limit
• Walkthrough Retweeting and Retweeting With A Comment Demo 1
• Walkthrough Using Advanced Twitter Search Demo 2
• Walkthrough Joining or Creating Hashtag Conversations Demo 3
• Walkthrough Building a Twitter List Demo 4
• Walkthrough Creating and Curating a Twitter Moment Demo 5
• Walkthrough Adding Location to Tweet Demo 6
• Knowledge Check

• Understanding Pinterest
• Pinterest Presence and the Algorithm
• Marketing with Pinterest
• Putting Pinterest to Work
• Pinterest for Pitching and Outreach
• Walkthrough Creating a Pinterest Board Demo 1
• Walkthrough Moving Pins from One Board to Another Demo 2
• Walkthrough Creating and Uploading a Great Pin Image Demo 3
• Walkthrough Searching for Pins from a Specific URL Demo 4
• Knowledge Check

• Understanding LinkedIn
• Your LinkedIn Presence
• LinkedIn Groups and Prospecting
• Knowledge Check

• Understanding Instagram
• Setting up Instagram
• Marketing Through Instagram
• Leveraging Instagram
• Knowledge Check

• Understanding Snapchat
• Getting Started with Snapchat
• Marketing with Snapchat
• Snapchat Advertising and Partnerships
• Knowledge Check

• Introduction
• What's In It For Me
• What Is Content Marketing
• How to Become a Best-in-Class Content Marketer
• Develop a Clear Vision
• Develop a Business Case
• Document your Content Marketing Strategy
• Create a Editorial Mission Statement
• Target Customers based on their Intent
• Target Key Influencers
• Produce Help, Hub, and Hero Content
• Produce Engaging Content
• Use Content Marketing Tactics
• Use Social Media Platforms
• Help Customers Find the Information
• Help Key Influencers Impact the Buyer’s Decision Making Process
• Measure Content Effectiveness
• Measure ROMI
• Improve by Experimenting with New Initiatives
• Improve by Becoming Sophisticated and Mature
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Vision for Successful Content Marketing
• The Michelin Guide Story
• Hindustan Unilever
• Volvo Trucks
• Dell's Take It Easy
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Content Marketing Budget
• Objectives and Key Performance Indicators (KPIs)
• Challenges and Impact
• Best Practices
• Benefits and Financial Impact
• Build your Business Case
• Compare the Value of Content Marketing
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Creating a Successful Content Marketing Strategy
• Model for Creating a Successful Content Marketing Strategy
• Content Marketing Strategy - Two-Step Model
• Two Step Model - First Phase
• Two-Step Model - Second Phase
• Benefit of Two-Step flow Model
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Editorial Mission Statements
• Create Remarkable Content
• Top Global Ad Campaigns
• Remarkable Editorial Mission Statement
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Target Intent over Demographic
• Target Customers on Mobile Devices
• Target Intent on YouTube
• Know Your Customers' Intent
• Have a Mobile-friendly Website
• Video are Preferred Over Text
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Importance Of Influencer Marketing
• Process Of Augmenting With Influencers
• Case Study—Orange France
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Help Content
• Hub Content
• Hero Content
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Producing Engaging Content
• Engagement Through Video and Text
• Text Vs Video
• What to Seek
• Checklist - When to Use Video or Text
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• B2C and B2B Content Marketing Tactics—Usage
• B2C and B2B Content Marketing Tactics—Effectiveness
• Email Newsletters
• In-person Events
• Illustrations/Photos
• Social Media content
• Infographics
• Videos—B2C
• Videos—B2B
• Online Presentations
• Microsites
• Website Articles
• Blogs
• Webinars
• Case Studies
• Mobile Apps
• Print Magazines
• Digital Magazines
• Books
• Podcasts
• White Papers
• Research Reports
• E-Books
• Branded Content Tools
• Virtual Conferences
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Social Media Platforms
• Facebook
• Linkedin
• YouTube
• YouTube - Create Great Content
• YouTube - Develop a Programming Strategy
• Twitter
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Optimizing Your Content For Your Web Site
• Creating A Google-friendly Web Site
• Optimizing Web Pages For Keywords
• Optimizing Video Content
• Micro-moments
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Influencing the Influencers
• Schmooze Optimization
• Nurture Key Relationships
• Example - WineWorld
• Four Key Influencers
• Engaging Digital Presence
• Keys to Success
• Work together with influencers
• GE with influential YouTube creators
• Creations in support with GE
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For M
• Sales and Sales Lead Quality
• Touchpoints in the Customer Journey
• Turning Touchpoints into Quality Leads or Sales
• Focus on the Right Metrics
• Value Your Best Customer
• Attribute Value Across the Journey
• Prove Marketing Impact
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Return on Marketing Investment
• The Power of the Press Release
• Test A - ROMI Revisited
• Test B - Impact of a Budget Cut
• Test C - Impact of Using Multimedia
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Creating Engaging Content
• What is Effective and What is Not
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Content Marketing Maturity
• Get Value from Editorial Meetings
• Content Marketing in Organizations
• Content Marketing with SEO and Social Media
• Leverage Paid Advertising
• Sophisticated Content Marketers
• Analytics Tips
• Key Takeaways
• Knowledge Check

• Introduction
• What's In It For Me
• Content Marketing Forecast
• Impact on Content Marketing Strategy
• Video Sharing Platforms—Audience Segments
• Video Sharing Platforms—Content Genres
• YouTube vs Facebook
• YouTube Best Practices—Part A
• YouTube Best Practices—Part B
• Virtual Reality
• Facebook Best Practices
• Instagram and Twitter Best Practices
• Key Takeaways
• Knowledge Check

• Introduction to Digital Analytics
• Knowledge Check

• Advanced Building Blocks
• Building Blocks -Google Analytics
• Knowledge Check

• Digital Analytics
• Digital Analytics Maturity Model
• Using the Digital Analytics Maturity Model
• The Three Heads of Online Analytics
• Knowledge Check

• The Customer Journey and its Various Approaches
• Designing for Persuasion
• Defining Business Goals
• Key Performance Indicators
• Knowledge Check

• Introduction to the Analysis Perspective
• Lean Six Sigma Principles -Define and Measure
• Lean Six Sigma Principles -Analyze, Improve, and Control
• Knowledge Check

• Data Analysis Fundamentals
• Knowledge Check

• Analysis Perspective Providing Insights
• Expressing Exactitude or a Sense of Scale
• Knowledge Check

• Tag Management System
• Vendor Selection
• Qualitative Data
• Competitive Intelligence and Other Tools
• Knowledge Check

• Introduction to Managing Analytics
• RACI Matrix
• Agile Management
• Knowledge Check

• Audience
• Knowledge Check

• Acquisition
• Campaign Tracking
• Google Analytics Standard Channels
• Marketing Automation and Growth Hacking
• Knowledge Check

• Behavior
• Customer Engagement
• Knowledge Check

• Conversions Funnel
• Experimentation and Testing
• Conversion Scenarios
• Attributions
• Knowledge Check

• Retention and Expansion
• Expansion Scenarios
• Knowledge Check

• Advocacy
• Facebook and LinkedIn Insight
• Knowledge Check

• Privacy and Ethics
• Knowledge Check

• Wrapping Up