Diploma in Social Media Marketing (Dip. Social Media Mkt.) with SEO & Google AdWords Modules by Distance Learning
Introduction
The area of Social Media and Social Networking has become hugely popular over the past number of years. Websites like Facebook and Twitter have become part of the online culture. Indeed these sites have become so popular in recent years that their terminology has already seeped into the vocabulary. The terms To Tweet and "Facebook Page" are now commonly used and understood.
Most of these social networking sites started out as a purely social forum where people could post details of their hobbies and interests and link up with their friends around the world. In the past few years however there has been an increased interest in the use of these sites to help market and advertise brands and products.
This course takes a very practical approach to the topic of Social Media Marketing. The first part of the course introduces the students to the concept of how Social Media websites and how they can be used in marketing. The course then focuses on ten of the most popular social media and social networking sites. These include sites that the students will be familiar with such as Facebook and Twitter and also sites such as MeetUp, Ning and Second Life that are not as well known. Assignments are included for each of these sites to allow the students to get practical experience in using the sites and the various tools and applications that are available.
Throughout the course there is an emphasis on the practical application of these sites and many case studies are included in the course material.
Course Content
Introduction to Social Media and Social Networking
What is Social Media?; A brief history of Social Media; How Social Media Works; Why should a business use Social Media; The power of Social Media in the Marketing and Advertising Arena; Introduction to Social Media Marketing Techniques; Understanding your audience; Social Network Platforms and Applications; Media Distribution; Establishing new categories of relationships with your customers; Accumulating Social Capital; The future of Social Networking.
How Social Media is transforming the way we do Business
Social Sales; Transforming the Sales Cycle; Building relationships with your customers; Using customer testimonials on your site; Building a rapport with your customers; Online customer support; Social Network Marketing; Hypertargeting; Creating specific advertising campaigns; Reaching Passive Buyers; Loyalty and Engagement; Social Networking Communities; Brand Advertising; Social Distribution; Social Ads; Viral Marketing; Challenges and Limitations; Social Innovation; Concept generation; Crowdsourcing; Collaboration and Feedback; Commercial Implementation; Continual Iteration; Social Recruiting; The use of Social Networks for recruiting; Sourcing Candidates; Active Candidates; Passive Candidates; Candidate References; Getting Referrals from Extended Networks; Targeting Specialized Networks; Employer Reputation; Keeping In Touch.
Facebook
What is Facebook; Who uses Facebook; How can Facebook benefit a business; Understanding the Facebook environment; Signing up for a Facebook account; Defining your profile; Editing your profile; Searching for and adding friends; Using the Facebook Wall feature; Using pictures on your Facebook profile; Using the News Feed feature; Controlling what people see using the Hide feature; Facebook Messaging; Facebook Groups; Facebook Links; Facebook Applications; Browsing for Applications; Including Business Applications; Finding Help the Facebook Community; The Architecture of a Facebook Page; Understanding Facebook Advertising; Developing a Facebook Marketing Plan; Facebook Groups, Hosting Facebook Events; Case Study Sites.
Practical Assignment: The students are required to set up account on Facebook and become familiar with the tools and architecture of the site. The students are also given a case study of a Facebook marketing campaign to analyse.
Twitter
Introduction to Twitter; Understanding a Tweet; Decoding the elements of a Tweet; Signing up for a Twitter account; Creating and modifying your profile; Adding a profile icon; Finding people and uploading contacts; Following someone on Twitter; Adding followers to your account; Using Twitter Badges; Creating a Tweet; Working within the constraints of a Tweet getting your message out in 140 characters or less; Re-tweeting; Sharing Links Using TinyURL.com; Using Twitter with Mobile Devices; Using Twitter Goodies; Adding Twitter to Blogs; Connecting Twitter to Facebook, Direct Messages; Planning your Twitter Marketing Strategy; Building a Twitter Tribe; Case Study Sites.
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites. The students are also given a case study of a Twitter marketing campaign to analyse.
YouTube
Introduction to YouTube; Understanding YouTube; Browsing on YouTube; YouTube as a social media site; YouTube as a business tool; YouTube as an educational tool; Creating a YouTube account; Linking to your Gmail account; Creating a video for YouTube; Using Open Source Video Editing Software; Adding voiceovers, soundtracks and special effects to your videos; Formatting Videos for Uploading; Uploading Videos to YouTube; Downloading videos from YouTube; Linking and Embedding videos in your own website; Posting comments on other peoples videos; Comparing YouTube and Facebook; Sharing Videos with Facebook; Sharing Videos with Twitter; Case Study Sites
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites. The students are also given a case study of a YouTube marketing campaign to analyse.
Bebo and MySpace
Introduction to Bebo; Setting up a Bebo account; Creating a Bebo profile; Identifying your target audience who uses Bebo; Creating content for your Bebo page; Optimizing multimedia content for your Bebo page; Uploading content to your page; Adding a Bebo button to your website; What is MySpace; Who uses MySpace; Exploring the MySpace environment; Creating an Account; Choosing your MySpace URL; Keeping things private controlling who sees your profile; Creating and editing your profile; Uploading pictures; Uploading audio and video files; Adding friends to your account; The MySpace online community; Case Study Sites.
Practical Assignment: The students are required to set up accounts on both of these websites and become familiar with the tools and architecture of the sites. The students are also given case studies of a Bebo and a MySpace marketing campaign to analyse.
LinkedIn
Introduction to LinkedIn; The benefits of having a LinkedIn account; Creating a LinkedIn account; Modifying your user profile; Finding colleagues already on LinkedIn; Building your network; Connecting to the people you want using Referrals; Making Referrals; Using InMail to contact people outside your network; Searching for a Job on LinkedIn; Getting help exploring the LinkedIn learning centre; Using LinkedIn Applications; Case Study Sites.
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites.
Flickr and Picasa
Introduction to Flickr; Setting up a Flickr Account; Using the Take a Tour Facility; Comparing the Free and Pro versions of Flickr; Finding your friends on Flickr; Linking Flickr to your Gmail account; Adding Contacts to your account; Preparing pictures for uploading; Understanding picture formats for the web; Uploading Pictures to Flickr; Using Flickr from a business perspective; Introduction to Picasa; Signing up for Picasa; Uploading pictures; Organising your pictures; Setting up security; Creating Albums; Linking Picasa to Bolgger; Case Study Sites.
Practical Assignment: The students are required to set up accounts on Flickr and become familiar with the tools and architecture of the site.
Blogs and Blogger
Introduction to Blogs; A brief history of Blogs and Blogging; Creating a Blog Introduction to Blogger; Registering with Blogger and creating your first Blog; Creating good content for your Blog; Using Templates to format the appearance of your Blog; Publishing your Blog; Uploading pictures and videos to your Blog; Creating links with other Bloggers; Making people aware of your Blog The use of RSS; Adding an RSS Feed to your Blog; Adding Gadgets to your Blogger account; Comparing Blogger and Wordpress; Using other Blog software; Case Study Sites
Practical Assignment: The students are required to set up a Blog using Blogger and become familiar with the tools that are available. The students are also given a case study of a Blog marketing campaign to analyse.
MeetUp and Ning
Introduction to MeetUp; Understanding MeetUp; Registering with MeetUp; Introducing yourself to the MeetUp Community; Finding a Group; Setting up a MeetUp Group; Modifying your account profile; Getting help with MeetUp; Introduction to Ning; Understanding Ning; Signing up for a Ning account; Creating your own Social Network site on Ning; Choosing your Ning URL; Describing your social network; Customizing the appearance of your site; Adding Features to your site; Adding Content to your site creating a Blog Post; Inviting people to your site; Finding help on Ning; Case Study Sites.
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites.
Second Life
Introduction to 3D Virtual Worlds; Exploring Virtual Worlds; Introduction to Second Life; Understanding how Second Life works; Registering on the Second Life site; Downloading and Installing the software; Creating a Second Life personality; Choosing an Avatar; Using a Second Lift URL (SLURL); Using Second Life from a marketing perspective; Virtual Tourism, Taking pictures on Second Life; Virtual Heritage; Exploring the Second Life environment; Other Virtual Worlds; Case Study Sites
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites.
Social Bookmarking Delicious, Digg and StumbleUpon
Introduction to Social Bookmarking; Understanding how Social Bookmarking Works; Why use Social Bookmarking; Who uses it the social bookmarking community; Three of the main sites Delicious, Digg and StumbleUpon; Setting up a Delicious Account; Adding the Delicious buttons to your web browser; Improving the Stickiness of your website getting visitors to come back; Checking your links and keeping everything updated; Third Party Applications; Setting up a Digg account; Setting up a StumbleUpon account; Case Study Sites
Practical Assignment: The students are required to set up accounts on each of these websites and become familiar with the tools and architecture of the sites.
Running a Social Media Marketing Campaign
Identifying your target audience; Defining the Goals of your campaign; Defining a Clear Strategy for your Campaign; Knowing your unsanctioned community what people are saying about you; Defining and Establishing your presence; Engaging your Customers; Deciding on the platforms and tools to use; Deciding on a Media Strategy; Hypersegment your audience; Implementing a Pilot Campaign and analysing the results; Identifying Key Risk Areas; The importance of Landing Pages; Interacting with your customers; Revising your campaign strategy.
Measuring the Success of Social Media Marketing
Understanding Web Metrics and Analytics; Standard Web Metrics; Social Media Metrics; Identifying your current site statistics; Defining what metrics are to be measured Content, Relevance and Impact; Benchmarking; Identifying your Return On Investment (ROI); Setting Goals; Finding out what sites are actually driving traffic to your website; Deciding on a Web Analytics solution; AWStats and Google Analytics; Introduction to Google Analytics; Setting up a Google Analytics Account; Integrating Google Analytics Tracking Code into your web pages; Setting up Goals in Google Analytics; Other methods of analysing web metrics.
Social Media Marketing - Case Studies
Throughout the course several case studies will be shown to the students that demonstrate the successful application of Social Media to a particular marketing campaign. The students will be encouraged to analyse the campaigns and to develop their own ideas of how of how to manage a social media marketing campaign.
Search Engine Optimisation
Search Engines: How people search the web
How people search the web; Determining Searcher Intent; How people scan search results pages; How people click on search results; Organic Listings vs. Sponsored Listings;
Search Engine Basics
How Search Engines Work; Algorithm Based Ranking Systems; Determining Searcher Intent Types of Searches; Analysing Ranking Factors; Advanced Searching Techniques; Vertical Search Engines; Country Specific Search Engines; Search Directories;
Determining your objectives and defining your site audience
Setting out your SEO Goals and Objectives; Outlining and Developing your SEO Plan; Researching your potential audience; Finding your niche on the web
Planning your SEO campaign
The importance of planning; The importance of site architecture; Who are your competitors?; Measuring your success Server Statistics Software; Website SWOT Analysis
Google AdWords
Google AdWords and Online Advertising: The Basics
Where did it all begin? Google Adwords essentials: Why use Google AdWords?,
Google AdWords Basic terminology, Getting started with Google AdWords,
The Google world and AdWords, The difference between Sponsored Listings and Organic Listings, The Pay-Per-Click revolution, Google AdWords and Direct Marketing.
Tour of Google AdWords Environment
Benefits of AdWords: Relevance, Return on investment (ROI) and Reach, Targeting the right audiences, Keywords and placements, The power of positioning with Ad Rank, Paying for results only, Discount features, Avoiding speculation.
Features of AdWords: Variety and advert formats, Accessibility via Search and Content Networks, Ad performance and monitoring, Quality Score and Click-Through Rate (CTR), Report Centre, Conversion tracking.
Google AdWords Statistics explained: The Snapshot Screen, The All Online Campaigns view.
Creating and Managing a Google AdWords Account
Different editions: Starter versus Standard, Opening a new Google AdWords account, Google AdWords: Organizing and Managing the Account, The Google AdWords Campaign Management Tab.
Building an Google AdWords Campaign
The Online Marketplace, Online Profitability Predictions, Online Marketing Trends, Positioning an Online Business Strategically, Building a Google AdWords Campaign from scratch, Setting up Your Google AdWords Campaign for Success,
Common Mistakes to avoid when Setting up Google AdWords Campaigns.
E-Commerce
The E-Commerce module is broken down into two sections. The first one deals with the Theory of E-Commerce and how to set up an E-Commerce solution for a business. It also goes into some detail on the various types of E-Commerce. The second section deals with web site design. This covers HTML, XHTML and CSS and serves as an introduction to web site design and development.
The Theory of E-Commerce
What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Methods of accepting payments online; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions.
Introduction to Web Site Design
HTML
What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The <html>, <head>, <body> and <title> Tags; Creating a basic HTML web page; Working with text; Basic formatting the <b>, <i> and <u> Tags; Other formatting Tags the <p> Tag and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with Images; Formatting images for the web; HTML Lists ordered Lists, Unordered Lists and Definition Lists; Creating Tables in HTML; Formatting Tables;
XHTML
What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.
CSS
What is CSS?; How does CSS work?; The three types of Cascading Style Sheets In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links.
Online Marketing
Doing Business on the Internet
Doing Business on the Internet, The Benefits of Digital Marketing # Online Marketing Planning, Key Concepts in Internet Technology, Business Models on the Internet, Online Market Research.
Analysing the Web
Website Hits, Website Page View Analytics, Recording Online Visitor Statistics, Time of Visit to website, Keyword Phrase Used, IP Address Information, Website Arrival and Exit Pages, Logfile versus Page Tagging, Web Click Tracks and Google Analytics, Benefits of Web Analytics.
Promoting Your Website
Promoting your Website, Online Promotion Techniques, Web 2.0, Services & Applications, Email Marketing, Online Advertising.
Writing For the Web
Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Optimising Online Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
Online Public Relations
Online Influences on Present PR Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice.
Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Presentation Skills
Preparation and Research; Speech Content; Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g. Visuals, etc.; Management of Locations and Audiences; Presentation Structure
Social Media Campaign Project
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a proposal with their recommendations to their subject expert. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops pitching skills.
Methods of Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Subject Experts
Full support is available from our subject experts by email at the end of each module and an ongoing basis during the course.
Who Should Apply
Anyone working in Advertising Management in a senior or support position or those who wish to make a career change to Marketing & Advertising. The course will also benefit anyone, who has advertising as part of their job specification.
Possible Careers
Computer Programmer, Software Developer, Java Developer, Software engineer, Software Test, Software Design, IT consultant, Software Trainer.
Qualifications
Successful candidates qualify for the Diploma in Social Media Marketing (Dip. Social Media Mkt.). The Diploma is awarded at Distinction, Credit or Pass level. The diploma is accredited by the Institute of Commercial Management.
Application Process
Selection is based on telephone consultation. Please contact us on the below number mail info@fitzwilliaminstitutegroup.com.au to arrange a Consultation today!
Start Date
Enrolment for this course will take place on 4th June 2012
Application for this course is available immediately online through our Course Payments Page.
Course Duration
14 weeks to 1 calendar years depending on individual progress.
Fees
AUD$1695
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, debit card or bank transfer.
All fees must be paid before the course begins.
Brochure
Request a Brochure for this Course.
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