SOCIAL MEDIA ESSENTIALS
14 July 2021 at 10:00 am – 15 July 2021 at 12:30 pm
In this course learn how to craft a simple social media strategy, looking at brand awareness, increase website traffic, or drive sales. This course will guide you through developing an effective social media strategy – from defining your audiences and brand to setting SMART objectives for success. You will also explore the tactics to execute the strategy, including creating and curating content that will delight your social media audiences. This course will cover organic and paid activity tips and insights to help you build engaged communities, support and develop book campaigns and help drive your goals.
Outcome: Course Objectives
- This course will guide you through developing an effective social media strategy – from defining your audiences and brand to setting SMART objectives for success.
- You will also explore the tactics to execute the strategy, including creating and curating content that will delight your social media audiences,
- This course will cover organic and paid activity tips and insights to help you build engaged communities, support and develop book campaigns and help drive your goals.
Who is this Course For
- Suitable for publishers who are likely to be running channels as part of other jobs, with no dedicated marketer inhouse this course will ensure you get the best from your social media, resources and time.
Day 1 – Social Media Essentials – Wednesday 14th July 2021
Your Audience and Brand on Social Media
Outcome: How to define your target audiences and your brand on social media.
Including: Audience Personas, Brand Positioning , Competition and the market
Your Social Media Channels – Goals
Outcome: Set your social media goals and define what to measure and track to meet them.
Including: Setting social media goals and objectives , Measuring and tracking
Your Social Media Channels – Content
Outcome: Learn how to organise, create and curate content for your social media channels that supports your goals.
Including: Content calendars and organisation , Defining Content Pillars, Creating engaging content
Your Social Media Channels – Paid
Outcome: Get started with paid on social.
Including: Paid and Organic content , Where to start with paid advertising
Your Social Media Community
Outcome: Tips to help you nurture and manage your community online.
Including: Best practice, Managing multiple communities
Day One Task:
Generate 2-3 content ideas for a book campaign/ key social media moment – bring the next day.
Day 2 Social Media Essentials – Thursday 15th July 2021
Social Media and Book Campaigns
Outcome: Explore social media within book campaigns, from content ideas and messaging to events, partnerships and influencers.
Including: Content ideas and examples from across the industry, Influencers and partnerships
Social Media and Book Campaigns – Paid Advertising
Outcome: Understand a social media paid approach for book campaigns.
Including: Audience Targeting, Platforms and formats
Social Media Tips
Outcome: Tips to optimise your content and platforms from video and creative to copy and hashtags.
Including: Optimising for your platforms, Engaging video and creative assets
SPEAKER – Caroline Maddison
Caroline Maddison is an award-winning marketer. She has over 12 years’ experience delivering innovative and creatively impactful strategies and campaigns, across the media and publishing industries, having worked for The Guardian, Penguin Random House and HarperCollins. She has extensive experience across digital and social strategy, audience development and brand growth. Her work has been recognised by Marketing Week Masters Awards, Campaign Awards, FutureBook, The British Book Awards and the Book Marketing Society, as well as being named a Bookseller Rising Star.
‘Caroline brings the perfect mix of creativity and organisation, with a real understanding of what cuts through on social, and a flair for building cohesive (and award winning!) campaigns that span both digital and offline activity.’Samantha Eardley, Director Sales and Marketing, HarperCollins
‘Caroline has been instrumental in our audience development growth, launching new brand social channels as well as optimising existing platforms. She is data-driven, creative and consumer focused, and highly passionate about the brands she works on.’Alex Moyet, Brand Director, Penguin
‘Caroline’s creativity and enthusiasm for testing new ideas and initiatives made her a pleasure to work alongside at The Guardian. Her positivity and commitment coupled with her focus on driving audience growth and engagement meant that she consistently delivered successful campaigns and strategies.’Stephanie Martin, Marketing Consultant