Description:
Training Program:
LECTURE 1: WHAT IS SMM AND WHO IS AN SMM SPECIALIST
- We’ll review the basic theoretical concepts and together we’ll define SMM.
- What qualities an ideal SMM specialist should have.
- How to hire the skills needed to work and learn.
LECTURE 2: WHERE DOES THE STRATEGY START? AUDITING THE CURRENT COMMUNITY AND DEFINING OBJECTIVES
- Why do we need a strategy?
- Useful services for auditing.
- What indicators to pay attention to?
- What are the goals of social networking, how to choose your own.
- The structure of the strategy, what points are necessary.
LECTURE 3: HOW DOES A STRATEGY BEGIN? ANALYSIS OF THE COMPETITIVE ENVIRONMENT.
- Why do I need a competitor audit?
- Services for competitor audit.
- What indicators to pay attention to?
- Conclusions.
LECTURE 4: WHERE DOES THE STRATEGY BEGIN? ANALYSING THE PROJECT’S TARGET AUDIENCE.
- Key indicators: data collection.
- Segmentation of the target audience.
- Compiling the characters.
- How to put it into practice.
LECTURE 5: PROMOTION ON FACEBOOK.
- Specifics of the site, the main differences from other social networks.
- Business page, group and personal page: what to bet on and what formats of content to publish there.
- How to attract the first subscribers.
- We’ll analyze the “smart feed for friends and family” – what it is and how to make your posts appear in it.
- “Stop Signals” for the smart feed – what you definitely shouldn’t do. Video marketing on Facebook – why you should do it and how to do it.
LECTURE 6: PROMOTION IN INSTAGRAM.
- Myths about Instagram.
- Types and formats of content.
- Features of creating texts for this social network.
- Paid promotional tools.
LECTURE 7: PROMOTION IN “VKONTAKTE”.
- Audience of the social network.
- Formats for maintaining the social network (group, community, events, personal page).
- Opportunities for promotion of the social network.
- Typical errors in promotion.
- Services to help
LECTURE 8: PROMOTION IN “ODNOKLASSNIKI
- How to understand that your audience is there.
- Myths about “Odnoklassniki”.
- Types and formats of content.
- Paid promotion tools.
LECTURE 9: BASICS OF TARGETING ADVERTISING.
- An introductory part. Why we need advertising.
- Advertising offices VK, Facebook + Instagram, “Odnoklassniki”.
- The main objectives of advertising campaigns. Targeted traffic, visibility, engagement, sales.
- Formats of advertisements and their application.
- Checklist for a marketer/marketer when running ads.
LECTURE 10: RETARGETING AND AUDIENCE PARSING IN SOCIAL NETWORKS
- Why retargeting and parsing.
- Retargeting and dynamic retargeting.
- Pixel VK, FB, OK.
- Parsing your audience.
- Parsing tools
- Mini-practice. Parsing audience in real time / on screenshots.
LECTURE 11: GUEST POSTS (SEEDING)
- What this is, and in what social networks is relevant.
- Services for guest posting.
- Services for finding bloggers.
- Live communication with the sites.
- KPI for tracking effectiveness.
LECTURE 12: COMMUNITY MANAGEMENT, OR HOW TO COMMUNICATE WITH YOUR AUDIENCE.
- Who is a community manager, what qualities he must have, and what he does (much more than many people think).
- The tone of communication between the brand and its audience: parsing and selecting formats for your business.
- How to track mentions effectively, free of charge, without sms or registration. How to use those mentions.
- How to deal with negativity: a ban, constructive dialogue, a polite apology? Real cases and recommendations.
- How to deal with “consumer terrorism.
- Bonus: basic tools of a community manager.
LECTURE 13: CREATING A MEDIA PLAN, PREDICTING AND OPTIMIZING THE BUDGET AND BUDGETING
- The difference between a media plan and a content plan.
- Making a media plan.
- Sawing the budget, and what is included in the estimate.
