Duration: One day course: 9.00am – 5pm.
Workshop dates: This is an in-house course only. Contact Jon for booking details.
Venue: Your office
Tutor: Jon Reed
This one-day practical in-house workshop is ideal for marketing teams new to social media. Participants will gain an overview of social media marketing before creating their own marketing plans and social media during the session.
Who is it for?
This workshop is aimed at in-house marketing teams who need to get to grips with social media marketing quickly. Previous groups have found the session great for boosting confidence in using social media, through the guided creation of social media in small groups during the session. Clients for this course have included larger publishers, such as Pearson, OUP and CUP, but it is suitable for any medium to large sized organization. It can also be tailored to your specific needs. The scope can be expanded to include other online marketing tools where needed – a variation called “Digital Marketing in a Day”.
What previous delegates say:
Jon provided invaluable training to myself and my marketing colleagues (in the MEAC – Middle East, Africa, Caribbean and Turkey – division at Pearson) through a one-day workshop, Digital Marketing in a Day. His knowledge, pre and post-workshop support as well as understanding of the needs of our business ensured the workshop was a huge success and very inspirational.
Rachel Turner, Pearson Education
Aims
The social media revolution offers powerful new tools for online marketing, and businesses have an opportunity to connect with their online communities of interest by using social media. Although the culture, context and content is more important than the technology, the practicalities of getting started with social media marketing can be off-putting. There is a bewildering array of social media tools and sites. How do you know which is right for your project? Where do you start with your social media presence? Which accounts should you set up? And how will you find time for all those updates?
This one-day workshop offers a combination of theory and practice. It provides participants with an overview of social media marketing, enables them to get to grips with the technical aspects of social sites, and has them up and running with their own social media campaigns within the day.
Previous groups have created several blogs, a Ning social network, pieces of video, Facebook and Twitter accounts, and linked them together and aggregated them during the practical session.
Participants will come away with:
- An understanding of the theory and culture of social media marketing
- The ability to use social media strategically to meet marketing objectives – and measure results
- Social Media Marketing Plans for their own projects
- Social media assets and accounts such as Twitter accounts, Facebook pages, video clips and blogs that are created during the day.
No prior experience of social media is required for this workshop. By the end of the session, participants will have the confidence to use social media marketing appropriately and strategically, apply any social media tool to their campaigns and projects, and create and maintain their own social media presence. Projects started during the session can be continued afterwards and run as real-life social media marketing campaigns.
Agenda
Morning
What is social media? How can you use it effectively to engage your audience and meet your marketing objectives, while avoiding common pitfalls? Using case studies and examples of best (and worst!) practice, drawn from publishing and other industries, this session will enable participants to begin to develop their social media marketing strategy by providing a non-technical overview of concepts and approaches to using social media for marketing purposes.
- 09:00 Welcome and objectives
- 09:20 Social media marketing concepts and approaches
- 10:15 Using social media tools – examples, case studies and how to choose your tool
- 12:30 Managing and measuring social media – managing workload, developing social media marketing plans and measuring your results.
13:00 LUNCH
Afternoon
This is a hands-on session, enabling participants to put into practice what they learned from the morning session. We will identify specific projects that could benefit from social media marketing, and work in small groups of participants to develop marketing plans and create social media assets.
Guidance will be provided through step-by-step worksheets and online demonstrations. This will enable participants to hit the ground running with social media projects that can be started during the day, and continued as live social media campaigns for their own projects after the session.
- 13:45 Facilitated brainstorming session to develop a list of current projects that could benefit from social media marketing
- 14:00 Working up a social media marketing plan (group work)
- 14:15 ACTIVITY: Creating social media. Participants will work in small groups to create social media assets. The exact nature of these will be guided by the group and the social media appropriate to the projects identified, but may include Twitter accounts, Facebook pages, blogs, and audio or video material. An important principle will be aggregation – minimising workload by linking multiple social media tools together to generate automatic content and updates.
- 16:00 Feedback from groups – each group will present their marketing plan and demo the social media they have created
- 16:45 Wrap-up, agreed action points for the next week, and questions/discussion
- 17:00 END
Learning Outcomes
By the end of the session participants will:
- Have a broad understanding of what social media is, including the ‘culture’ of social media marketing
- Be equipped to think strategically about social media, develop their own Social Media Marketing Plans and measure their results
- Have the skills and confidence to create a presence on social sites, and use any social media tool appropriately.
Your Learning Package includes:
- one-day workshop
- online access to resources, worksheets and slides
- follow-up support via an online discussion board
- “A-Z of Social Media” – a 7-page jargon-busting glossary of key terms, tools and approaches
- “Social Media Toolkit” – a 10-page compendium of key social media tools to choose from
- “Social Media Marketing Plan” – a template marketing plan to help you apply the principles right away
- “Social Media Forward Planner” – a more detailed planning approach to scheduling tasks and responsibilities for larger campaigns
- “References and Further Reading” – additional resources to follow up
In addition, worksheets with step-by-step instructions and screenshots are provided for the afternoon session, including:
- Twitter step-by-step
- Facebook Pages step-by-step
- LinkedIn step-by-step
- Blogging with wordpress.com step-by step
- Aggregating social media step-by-step
- AudioBoo step-by-step
Participants will also receive a Certificate of Attendance that may be used as evidence of training to count towards your Continuing Professional Development (CPD) target.
Follow-up
Participants will have access to a secure area of the Reed Media website, where they will be able to download slides and handouts. Follow-up questions may also be posted on the site discussion board.
About Jon Reed
Jon Reed is a social media consultant who previously worked in academic publishing for 10 years, including as publishing director for McGraw-Hill. He also has experience from an author’s point of view, since he is marketing his own book with social media: Get Up to Speed with Online Marketing: How to use websites, blogs, social networking and much more is published by FT Prentice Hall (November 2010).
Jon lectures on social media on a number of courses, including at Birkbeck, Brunel, Bath Spa and City Universities. His blog, Publishing Talk, is a key destination site for authors and publishers wanting to learn more about the marketing possibilities of social media. It has over 100,000 followers on Twitter, making it one of the most followed Twitter accounts in the publishing world, and the most influential according to Twitter directory WeFollow.
Publications
Get Up to Speed with Online Marketing: How to use websites, blogs, social networking and much more (FT Prentice Hall, November 2010)
- “Small and Mighty”, The Deal: The Official Magazine of the London Book Fair, Spring 2009, pp12-14 (available at publishingtalk.eu)
- “Time to Talk”, The Deal: The official magazine of the London Book Fair (Spring 2008), pp12-15 (available at publishingtalk.eu)
- “Selling Yourself Online”, The Writer’s Handbook 2009
Booking
Cost: £347 +VAT per participant.
The following discounts are available:
- 10% earlybird discount – for workshops that are booked and paid for at least 6 weeks in advance
Places available: This workshop runs in-house with a minimum of 12 and a maximum of 24 participants.
Booking: Get in touch using the Contact Form or by emailing jon@reedmedia.eu.
