Creativity in Managing Public Relation and Media Workshop

In a world where media is the ultimate social lubricant, today’s marketing and Public relations is about
encouraging and not controlling the conversation and participation with and amongst consumers in multi-channel environments. A central theme of this course is that 21st century marketing involves consumers as participants.
This changes the role of marketing communications from simply the art of persuasion to the art of conversation. And requires a strategic approach to the role of digital/social marketing and channels in the mix, a role that allows for participation with brands, provides consumers with exceptional interactive experiences, and drives their conversation with and about brands. This course will use digital marketing (including social media) management frameworks to examine how to engage in digital marketing strategically, rather than tactically, in the communications mix and will examine the need for organizations to ready themselves for a more transparent, open and collaborative relationship with their customers and clients.
Broad Training Modules
What the course is about…
✓ Ethical SMM and best practices in SMM
✓ Grow owned media, likes, fans, and followers
✓ Social media content idea research & generation
✓ Social media advertising practices (local & western)
✓ Social CRM (Customer Relationship Management)
✓ Marketing research-based Data mining
✓ Marketing, industry, competition, behavior research
✓ Social media traffic, actions, and behavior research
✓ market targeting and lead generation
The course is NOT about…
✓ Fake account creation and fake like generation
✓ Generate spam, fast & unethical results
✓ Engaging in illegal marketing practices
✓ Social media hacking, cracking, and injecting
✓ Heavy programming and coding
✓ Narrow task-based training for freelancing (We’ll provide specific tasks for total
marketing solution.
✓ You’ll also be able to work as consultant, employee, and serve clients
Main Training modules
✓ Introduction to Social Media
✓ Social Media Basics
✓ How can you use social media for marketing
✓ Types of social media: Organic social media marketing basics
✓ Social media advertising basics
✓ Social media research basics
✓ Social Media Marketing Glossary (Terms and definitions to know before we
start) Introducing some keywords before we start, like:
• Social CRM • Edge Rank • Social PR • B2C, B2B, G2C, etc. • RSS Feed • QR
Codes • Various SMM Tools, and more.
✓ Setting up Profiles and Pages
✓ Branding planning and brainstorming
✓ Brand research & creation (Tool: knowem.com)
✓ Creating Facebook, LinkedIn, Twitter, Plus Page
✓ Profile resources & parameters (e.g. image sizes)
✓ Profile content generation guidelines and tips
✓ Tips for ideal and successful page (Dos & Don’ts)
✓ Preparing and optimizing page for advertisement
✓ Marketing Insights
✓ How marketing is done over social media
✓ How are companies leveraging social media
✓ What are the factors to consider for SMM
✓ Advertising insights
✓ Look at some great info graphics
✓ Social Media Goals and Strategies (Defining social media goals and building
strategy)
✓ Analyze your product or service
✓ Determine your marketing goals
✓ Plan contents for marketing
✓ Determine target market
✓ Find your target market
✓ Reach your target market
✓ Engage target audience
✓ Some SMM Case Studies (Examples of good and bad marketing)
✓ Nokia C3 Campaign (Story of me and Al-Amin Kabir)
✓ How fake likes ruin your marketing?
✓ How Coco Cola does SMM?
✓ Example of using emotion in SMM
✓ Marketing with characters and persona
✓ Ecommerce site case study
✓ Affiliate Marketing case study
✓ SMM Research
✓ Understanding Edge Rank (How does Facebook decide what to show you)
✓ What is Edge Rank?
✓ How to calculate Edge Rank?
✓ How to comply with Edge Rank?
✓ How to increase social media engagement with Edge Rank in mind?
✓ How to research on Edge Rank?
✓ Measuring KPIs (Measuring ROI, satisfaction, & awareness)
✓ Measuring ROI
✓ Measuring customer satisfaction
✓ Measuring consumer awareness
✓ Measuring social media engagement
✓ Measuring social media authority
✓ Measuring your brand value and reputation
✓ Klout and Influence (Measuring influence and finding influencers)
✓ What is Klout Score?
✓ Measuring influence using Klout
✓ Finding influencers in Klout
✓ Engaging influencers
✓ Using Klout for research
✓ Find influencing target audience using Klout
✓ Other methods of measuring influence
✓ FB Insights & Consumer Research (Analyze and research on your existing
audience)
✓ Research FB Insights for fan demography
✓ Research FB Insights for post engagements
✓ Research FB Insights for increasing traffic
✓ Online Consumer Behavior (Consumer Behavior and Findings)
✓ Content Idea Generation & Development
✓ Keyword Research for SMM (Consumer Behavior and Findings)
✓ Using Google Keyword Planner for SMM
✓ Long-tail Keyword Research for Topic Idea
✓ Keyword-based Social Media Listening – Brand Keywords – Competitive
Keywords – Product and Service Keywords – Lead generating keywords
✓ Social Media Listening Strategy (What, Where, When, Who, and How to listen) •
News Hunting
✓ How to use Google Alerts for listening?
✓ Personalized Channel Development.
✓ Content Repurposing (Convert resources in other forms for social media)
✓ Why content repurposing?
✓ Various types of social media
✓ Optimizing contents for various media
✓ Leveraging other networks
✓ How to get the same message across different social media.
✓ Class-4 Social Networking and Target Marketing
✓ Data mining for Target Market (Research and mine consumer/client data)
✓ Finding target market
✓ Understanding Graph Search (Using graph search for finding target audience)
Find target audience with graph search
✓ Find competitors with graph search
✓ Find demographics with graph search
✓ Graph search ideas for marketing
✓ B2B Lead Generation in Social Media
✓ B2B Lead hunting
✓ B2B data mining
✓ Landing page optimization
✓ Conversion Rate Optimization (CRO)
✓ B2B advertising
✓ Finding Social Media Influencers
✓ Determine Advertising Strategies
✓ Advertising Dashboards (Introducing ad dashboards in Facebook and LinkedIn) •
✓ Social CRM & PR (Nurturing and Informing Audience at Micro+Macro Level) •
✓ Location Based Branding (Marketing in specific geographic area)
✓ Social Media Engagement
✓ Content Marketing Fundamentals (Ways to tell the story and get the audience
engaged)
✓ Viral Content Strategies (How to make contents spark)
✓ Increase Engagements (Increase Likes, Comments, Shares)
✓ Task Scheduling & Automation
✓ Tools for monitoring (Listen & monitor competitive performance)
✓ Online Reputation Management (Social media reputation monitoring &
management)
✓ Measuring Performance & KPIs (Listen & monitor internal performance)
Way forward After the Training
Participants will develop a work plan through the help of facilitators that stipulates application of skills
acquired in improving their organizations. ASPM will monitor implementation progress after the training
Training Evaluation:
Participants will undertake a simple need assessment before the training to identify the knowledge gaps and also after the training so as to monitor knowledge and skills gained through the training.