INTERNET MARKETING & SOCIAL MEDIA FUNDAMENTALS

Get yourself up to speed with the fundamental platforms, techniques and strategies of contemporary online marketing. The format of the session is entirely web based, utilising detailed, live online demonstrations and case studies.

This is the same workshop that has recently been delivered to organisations such as beyondblue, Nestle, and the NSW Dept of Industry & Investment.

1. A SOCIAL MEDIA PRIMER

• The rise and rise of online video and YOUTUBE – a ‘must-include’ as part of any marketing communications strategy.

• Versatile TWITTER - using it as a market research, outbound comms or customer service tool.

• The business case for BLOGGING - how to set one up, define the target audience, and establish consistent content themes.

• Lifting the social visibility of your online content by integrating the FACEBOOK ‘Like’ button within your webpages.

• Introducing GOOGLE+ - what's in it for businesses.

• Running profile specific SOCIAL MEDIA AD campaigns through Facebook and LinkedIn.

• FOURSQUARE - find out who's checking-in to your business locations.

• The role of LINKEDIN, and why as a professional you need to nurture your online presence.

2. YOUR WEBSITE - GETTING MORE JUICE FOR THE SQUEEZE

• Increase the organic search profile of your website with a content-driven SEARCH ENGINE OPTIMISATION strategy (and why agencies can’t cost effectively manage this process).

• Set-up GOOGLE ANALYTICS to measure and report on the effectiveness of your online activities as measured by your own website conversion goal data.

3. CONTENT MARKETING - ONE PART MARKETING STRATEGY, ONE PART ASSET CREATION

• Establish your organisation as a subject matter expert by publishing layers of RELEVANT, FINDABLE & SHARABLE content to the web.

• Lift the PROFILE & CREDIBILITY OF YOUR BRANDS by educating potential customers or clients - let the leads & sales naturally follow.

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SOCIAL MEDIA & ONLINE MARKETING SKILLS - 2 DAY INTENSIVE

A 2 day skills intensive, walking you through the most powerful online platform business tools available - the building blocks of the web.

There will be no hype, no selling, just solid insights enabling you to take fuller control of your online marketing and social media functions. It is positioned for internet and social media marketing practitioners, agency staff, or anyone undertaking implementation work on behalf of a client. Or maybe you want to set-up your own social media consultancy - this would be a good opportunity to flesh out your market offering.

The format of the workshop is step-by-step process driven, using live demonstrations. Access to supporting online tutorials will also be provided for each of the topics covered.

Day 1: Social Media Platform Tools

Google+ & Twitter Brand Pages
Setting up the newly announced dedicated brand pages from Google+ & Twitter.

Social Media Plugins: YouTube, Twitter, LinkedIn & Facebook
Pulling social media content into a website using customised social media plugins.

Social Media Share Buttons: LinkedIn Share, Twitter & Google +1
Creating ‘share’ buttons for website pages.

Using Wordpress as a Blog or Website Platform
Establishing a low-cost web professional presence; using WP themes and plugins.

Advanced YouTube Video Techniques
Applying annotation overlays; cross-linking between videos; post-production editing; frame-play adjustments.

Social Media Dashboards: HootSuite & Tweetdeck
Managing or monitoring multiple social media accounts through a single application.

Foursquare for Retailers or Tourism Operators
Claiming or creating a location listing; running acquisition or loyalty campaigns.

Social Media Syndication: Facebook, Twitter, LinkedIn and Your Blog
Manually or automatically syndicating content from one social media platform to another.

Social Network Advertising: LinkedIn & Facebook
Running precision advertising campaigns through the two largest social networks.

Story-Boarding: Storify
Curating a ‘storyboard’ plugin using cross-paltform social media content.

LinkedIn Profile Applications
Using approved LinkedIn apps to enhance a profile: Google Presentations, Slideshare, Events, Amazon Reading List, Wordpress & Portfolio Display.

Branded Wallpaper: Twitter & YouTube
Using design templates to create stunning branded wallpapers.

Day 2: Internet Marketing Platform Tools

QR Codes (Quick Response Codes)
Creating QR codes; selecting user ‘response’ options.

Branded QR Codes
Branding QR codes using customised design elements.

Google Analytics (New Release)
Exploring the key changes and additions to Google’s new release analytics platform.

Google Earth & Google Maps
Building customised Google Earth and Google Maps layers.

Google Streetview
Embedding an interactive Streetview frame into a website or blog.

RSS (Really Simple Syndication): Google Reader
Collating syndicated content streams within one dashboard.

RSS Feed Enhancements: Google Feedburner
Burning your RSS feeds for tracking purposes, or to create your own RSS email subscription widget.

URL Shorteners: Google URL Builder and bit.ly
Shortening your URL’s for campaign tracking and reporting.

Google Places
Claiming and optimising a Google Places business listing, and running venue specific coupon campaigns.

Branded Content Widgets
Building a branded content widget to serve your dynamic content through other people's websites or blogs.

Google Search Widget
Creating a Google Search widget to serve keyword results from only your own website or selected websites.

Google Shopping for Merchants
Using Google Shopping to raise the visibility of Australian based ecommerce platforms.

Google Alerts (Advanced)
Applying advanced filtering techniques to your brand, company or industry keyword alerts.

Creative Commons Licensing
Respecting the copyright licensing system which allows a content creator to decide how published work may be used, copied, modified and distributed.

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COMPUTER LAB - MY SOCIAL MEDIA MARKETING TOOLKIT

This full-day session is conducted in a computer lab environment - one internet enabled computer per person.

With the assistance of two expert instructors you will be stepped through the processes of opening and customising the most important Google and social media accounts for your business. Although part of a class, you will be working on your own business accounts.

This course will provide you with hands-on familiarity with the internet's most important business platforms; but you will also leave the session with your online business accounts set up and customised. You will use your newly created Google business account (including Gmail) to email the analytics tracking and verification codes, keywords lists and all account login details to yourself at work.

TWITTER

- Set up your business Twitter account and customise your channel
- Post, respond to, and forward a tweet (retweet)
- Use hashtags for commonly themed posts


FACEBOOK

- Create a Facebook business page
- Create a segmented Facebook advertising campaign
- View your Facebook analytics dashboard

YOUTUBE

- Set up your YouTube business account
- Search engine optimise your videos and configure viewing/ sharing settings
- View your YouTube analytics dashboard

FOURSQUARE

- Claim your business listing/s
- Set up a FourSquare promotional campaign
- View FourSquare analytics dashboard

LINKEDIN

- Create a personal LinkedIn profile
- Set up a business LinkedIn profile
- Create a segmented LinkedIn advertising campaign

GOOGLE ANALYTICS

- Set up your Google Analytics business account
- Create the analytics tracking code for your website
- View your Google Analytics dashboard

GOOGLE EXTERNAL KEYWORDS TOOL

- Analyse local search volume for your target keywords
- Learn how to use keyword matching filters
- Generate your own target keyword list


GOOGLE ADWORDS

- Set up your Google AdWords business account
- Create a trial AdWords campaign (ad creation, keyword triggers, bidding and targeting)
- Set campaign budget ceilings

GOOGLE PLACES BUSINESS LISTING

- Claim, verify and search engine optimise one of your physical business locations
- Create a redeemable coupon (print and mobile)
- Respond and manage business reviews


ONLINE MONITORING (Google Alerts)

- Create real-time email alerts for any online mentions of your business, brands or competitors
- Use negative filters for cleaner reporting

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TAKING SOCIAL MEDIA TO THE NEXT LEVEL

So you've set up your organisational Twitter account and Facebook page, but now what? This workshop will assist you to take social media for business to the next level: building communities, engagement, running campaigns, content syndication and measurement.

Who should come along: marketing and communications executives, business owners, and consultants.

NB: this workshop is not an introduction to social media, the platforms or how to set them up. It is assumed you already have a degree of hands-on exposure to the main elements of internet marketing, including basic social media.

ONLINE VIDEO FOR BUSINESS COMMUNICATIONS

Online video is an essential component of any business level internet marketing or social media strategy. This workshop is for executives who know that already, but need the practical smarts to pull it together: how to produce, upload, publish, optimise, syndicate and measure your online video content. A diverse range of business applications will be demonstrated, including a live video shoot and upload to YouTube.

No video production experience is required.

1. Building the Business Cases for Online Video Internally

• Enhance brand trust & credibility
• Provide self-help product support
• Support corporate communication initiatives
• Increase search visibility
• Deepen engagement within social media

2. Mapping the Steps to Successful Video Marketing

• Define objectives and develop strategy
• Choose video style
• Produce & Publish
• Embed, Promote and Syndicate
• Measurement & reporting

3. Online Video Category Examples

• Product demonstrations
• Services delivery
• Customer and client testimonials
• Interviews
• Press releases and announcements
• How to’s
• Training and induction
• Conference and seminar presentations
• Guided tours
• Opinion pieces
• Sketch videos and animations
• Screencasts

4. Video Syndication Examples

• Websites & blogs
• Social Media - YouTube, Facebook & LinkedIn
• Google Places business listing
• Customised Google Maps & Google Earth layers
• iPads
• Email Signatures

5. The Basics of Shooting your Own Video for Online Distribution (Live Shoot)

• Essential equipment overview
• Sound, lighting, and background considerations

6. Using the YouTube Platform (Live Upload, Publishing and Editing Demonstration)

• Channel creation & customisation
• Account types and file limitations
• Video uploading from desktop or mobile
• Private, public and unlisted hosted options
• Video search optimisation
• Geo-tagging
• Thumbnail selection
• Sharing & syndication options
• Comments
• Comments voting
• Video responses
• Ratings
• Embedding
• Platform video editing
• Annotations
• Video analytics (‘Insights’)
• Creating play lists
• Video encoding
• Saving videos as flash files for offline viewing

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ADVANCED SEARCH ENGINE OPTIMISATION

This is an advanced SEO workshop; it is positioned for online marketing and communications practitioners, or anyone who delivers SEO related work on behalf of their clients. It is assumed that all attendees will have a general understanding of search: the role of keywords, metadata, credibility indicators, and SEO related analytics reporting.

This workshop is presented live off the web, and demonstrates real case studies and examples.

Credibility & Rank Indicators
Understand the factors that control your website’s visibility and your brand’s influence within the online space.

• On-page and off-page SEO
• Measuring your website’s keyword rank
• Learn how people access your content

Google Webmaster Tools
Utilise Google’s full suite of Webmaster Tools to understand your site’s indexation and search engine performance.

• Website verification and XML Sitemap submission
• Search Query Reports
• Rectifying website errors

Link-Building Techniques
Learn how links raise a site’s profile, and how to increase your brand’s online presence with a structured Linkbuilding campaign.

• Assessing link quality
• Blog commenting, directories, and avoiding link spam
• Strategising a link-building campaign

Metadata
Use metatags to control web page titles and descriptions, encouraging user click-through and increasing engagement.

• Easy-wins with title tag tweaks
• The perfect meta-description
• Discover competitor keywords via metadata

Content
Understand the relationship between your site’s content and its findability via search engines, and use this knowledge to learn how to create the right content.

• Long-tail search
• Keyword-driven content marketing strategies
• Techniques to avoid

International Search
Optimise your web properties for country specific search engine prominence. Promote your products or services overseas via organic 'local' search, or target people who are about to visit Australia, but research online prior from their own country.

• Websites and their country zone indicators
• Keyword rank as viewed from a country specific perspective
• Country specific keyword research

Avoiding Blackhat SEO
Learn how to ensure your site’s marketing and SEO never involve practices against Google’s terms of service.

• Black hat, white hat, grey hat
• Common blackhat techniques
• Penalties, appeals and recovery

Advanced Content Marketing (Linkbait)
Leverage creative content ideas from all areas of your business, forming viral content that raises your business’ profile with every share.

• Researching content themes
• Deploying keywords in the right places
• Monitoring, testing and tracking

Competitor SEO Analysis
Understand how SEO metrics control how your site ranks alongside those of your competitors, and how to expose and exploit competitor site weaknesses.

• Quick competitor side-by-side analysis
• Data mining competitor sites to uncover SEO strategies
• Actioning competitive data

Keyword Analysis
Learn how the to choose the right keywords for your niche, and how to ensure these keywords are deployed on your site in an optimal way.

• Principles of keyword analysis
• Optimising for the long tail
• Essentials of keyword deployment

SEO Tools - Practical Aspects
Utilise industry-leading SEO Tools to help at every stage of your online marketing efforts.

• Discover which free and paid tools are the best for your site
• Create a software-driven workflow for your SEO campaigns
• Using online tools to create actionable management reports

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MASTERING GOOGLE ANALYTICS & ONLINE MEASUREMENT

A one-day course designed for marketers looking to gain a greater understanding of the inner workings of Google Analytics and online analytics generally.

This workshop is presented live off the web, and demonstrates real case studies and examples.

Conversion Tracking
Learn how to track conversions, and gain a deep understanding of how the conversion funnel on your site can be measured and improved.

Understanding Visitors
Form user personas from Analytics data, and understand how different users have different needs and expectations based on their source and on-site behaviour.

Identifying High-Value Traffic sources
Learn which sources of traffic engage with your site in the most meaningful way.

Paid Search Analytics
Learn how to enable close monitoring of PPC traffic and how to access and calculate real-time ROI

Organic Search
Understand the long-tail search terms leading visitors to your site, as well as the core group of focus keywords referring the largest numbers of users.

Aligning Site Content For Search & Engagement
Learn how to analyse and assess the relative performances of different types of content, and how these findings can influence a future content strategy.

Blog
Monitor and record users who find the site via your blog, and how they proceed to interact with key areas of your main website.

Social Media Success Metrics
Cut through the noise to focus on the most meaningful social media engagement metrics, and understand how they can help influence other areas of your online marketing.

External Campaign Tracking
Track all types of online and offline campaigns and aggregate all data in Google Analytics

Advanced Data Segmentation
Learn how and when to set up Advanced Segments on-the-fly, and how they can be used to answer specific questions and form specific metrics.

Custom Reporting
Leverage the power of Google Analytics data presentation abilities by going beyond the standard report options.

Data Visualisation
Learn how to use and understand visual data representation within Google Analytics.

E-Commerce Tracking
Learn how advanced tracking for e-commerce websites can create actionable data points for online retailers.

Event tracking
Use advanced Analytics features to monitor user interactions with site content beyond conventional pageviews.

Alerts
Utilise Google Analytics’ advanced Alert and Annotation features to help contextualise campaign elements and ensure real-time control over main metrics.

3rd Party Analytics
An overview on free and paid web analytics packages that can add extra insight and control to your work.

Other Google Family Analytics
Learn how products like Google Webmaster Tools and Feedburner can be used alongside site-specific options like YouTube Analytics to create a comprehensive analytics suite.

Social Media Analytics
Leverage the power of the conversation by understanding how users of social media interact with your site and your other online properties.


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