[SMK] Social Media Knowledge

Courses

Tech Lab – TikTok

TikTok Tech Lab Overview   TikTok For Business Set-up What is required to get up and running and a quick overview of business tools TikTok Ads Lab Differing options for ad creating within TikTok Ads Manager TikTok Ads Set Up Manual TikTok ads creation TikTok Pixel and Conversions API How to install and set up …

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Free Lab – Instagram Marketing Unlocked – Sept 2022

About Instagram Marketing Unlocked Instagram Marketing Unlocked is a FREE 🙌 online event for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. In this Lab will dive into the latest data 📊 and performance insights from Instagram. Exploring the key 2022 trends impacting Instagram …

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Strategy Course – Digital Marketing For Government, Public Sector & Not-For-Profits

Updated July 2023 Overview Strategy Planning Reporting and Evaluation Digital adoption and landscape overview – Digital usage trends – Social media – Online video – Email Digital strategy framework – Strategy vs tactics – Big picture thinking – Always on activity or campaigns Reporting and evaluation considerations – Google Analytics 4 – Meta Business Manager/Suite …

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Strategy Course – B2B Marketing Masterclass: Search, Social & CRM

Overview Marketing Trends, Challenges and Priorities B2B Digital Strategy Overview – B2B vs B2C – Short-termism – Business objectives and focus – MQLs and SQLs Brand building – Why does it matter – Inbound marketing Lead generation – Opportunities – Meta, LinkedIn & Google – On-platform conversion growth – Lead magnets B2B & Ecommerce B2B …

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Tech Lab – LinkedIn

LinkedIn Tech Lab Overview: LinkedIn Marketing Tech Lab Introduction Examining LinkedIn Pages and an overview of their associated functionalities. LinkedIn Page Features Exploring the LinkedIn Page admin features – analytics, content planning, events and more. LinkedIn Campaign Manager An overview of LinkedIn’s ad tools, account creation and setting up conversion tracking, etc. LinkedIn Insight Tag …

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Free Lab – 2022 Social Media Trends – August 2022

About this Lab SMK’s Social Media Trends Labs are quarterly 📅 FREE events for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. Social Media Trends Labs delve into the latest data 📊 and performance insights from the major social networks, unpicking platform and behavioural …

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Strategy Course – Conversion Rate Optimisation (CRO) Masterclass

Updated November 2023 Overview CRO Principles, Conversion Tracking Tools, Attribution and Privacy Impact Understanding CRO – How to develop an experimentation culture – Must-use tools for tracking and optimising digital marketing activity Tools and tech for collating data – Web analytics – Social media tracking and pixels – CRM Conversion tracking and attribution Maximising CRO …

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Strategy Course – Influencer Marketing Masterclass

Updated March 2023 Overview Influencer Marketing Trends, Forecasts & Opportunities Trends, forecasts and benchmarks – Investment – Key Industries – Regulation – Ads over commerce Instagram – Diminishing organic reach – Branded content ads – Creator Marketplace TikTok – Organic and paid opportunity – Native creator tools YouTube – YPP and Brand Connect LinkedIn – …

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Free Lab – Social Ads & Influencer Marketing Decoded Lab Playback – Oct 2021

About this Lab SMK’s SOCIAL ADS & INFLUENCER MARKETING DECODED lab 🧪 was a FREE event for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation 🧠. Decoded labs see SMK assembling an elite cast of digital marketing leaders to share experiences, industry insights and …

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Strategy Course – SEO Made Easy: Technical, On-Page & Off-Page Unravelled

Overview Website, email and SMS copywriting Owned media overview – Website – Email – SMS Measuring and evaluating owned media Conversion Rate Optimisation (CRO) Website copywriting best practices – Understanding web page content e.g. Title tags, headings, content, and internal links – Impact of technical and on-page SEO on copy – Leveraging structured data in …

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Strategy Course – Digital Copywriting Masterclass: Social, Search & Web

Updated March 2023 Overview Digital copywriting trends, tools, challenges and opportunities Digital copywriting optimisation Appreciating nuances in copywriting Writing for mobile Crafting visual content and readability Copywriting tools Social, Search & Web Measuring and evaluating owned media Conversion Rate Optimisation (CRO) Website copywriting best practices Email copywriting and SMS Earned media: Social media best practices …

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Strategy Course – Online Reputation, Crisis & Community Management

Updated October 2023 Overview Issue Discovery, Social Engagement Shifts and Account Management Risk Reduction Listening and monitoring –Signal vs noise –Trust online –Why bad news isn’t always bad Social engagement evolves –Privacy paradigm shift –Ascent of social video Brand safety and moderation features Avoid account suspensions and penalties –Common issues –Risk mitigation –Account back-end optimisation …

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Strategy Course – Content Marketing Masterclass

Updated November 2023 Overview Strategic Thinking, Planning and Evaluation Content marketing’s evolution – Inbound marketing overlap – Strengths and weaknesses – Content consumption trends Rise of short form video – TikTok-ification of content marketing Content planning and audience mapping Measurement and evaluation – Engagement – Reach – Action – Macro and micro conversions – Generative …

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Strategy Course – LinkedIn & B2B Social Media Marketing

Updated September 2023 Overview LinkedIn & B2B Social Media Marketing Opportunities LinkedIn usage and marketing uptake – User growth and engagement – Marketing investment – Navigating tight budgets LinkedIn lead generation opportunities – Organic – Paid B2B social media strategy planning – Why brand building is key – Full funnel LinkedIn campaigns – Inbound marketing …

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Strategy Course – YouTube Marketing: Organic & Paid Video Mastery

Overview YouTube Marketing Trends, Opportunities & Challenges YouTube market update – Usage trends – Marketing investment Thinking strategically about YouTube – Paid – Organic YouTube 2023 priorities – Shorts: Usage, trends and creative tools – Creators / Influencers: Shorts, expanding YT’s creator ecosystem, podcasting – Connected TV Google Marketing Live – New video and generative …

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Strategy Course – Data Driven Digital Design Masterclass

Updated August 2023 Overview Data-Driven Digital Design Principles & Creative Trends Appreciating digital design nuances – Channel vs outcome vs audience – Respecting design principles but not being constrained – Navigating algorithm and policy changes – Why it’s video first Design concepts and useful tools – Teamwork, process and ideation Data-driven design – Harmonising creative …

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Strategy Course – Instagram Marketing Masterclass

Updated May 2023 Overview Instagram trends, challenges and priorities Instagram performance – Usage – Investment – Challenges – TikTok impact Instagram marketing – Shadow banning – Reels and video – Search marketing – Content marketing Creators – Ads over commerce Messaging growth – Messaging within Meta – CTM via Instagram DMs Content marketing, community & …

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Strategy Course – Google Ads: Search, Display & Video

Overview   Search, Display & Video Understanding Google Google Ads Outlook Life Beyond SEM Google Ads Product Updates 2023 Google Search Engine Marketing (SEM) Understanding Google Ads – Account structure and hierarchy – Understanding the Google Ads auction – Ad Rank and Quality Score Campaign creation – Ads objectives – Campaign types – Establishing conversions …

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Strategy Course – Social Media Strategy Optimisation

Updated July 2023 Overview Social Media Trends, Strategy Planning & Evaluation Social media landscape overview – Business investment – Market slowdown – Brand vs performance spending – Challenges from Search and retail media Why Meta’s market share has peaked – Facebook usage and outlook – Instagram – Non-Meta social growth engines Measurement & evaluation – …

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Strategy Course – Unlocking TikTok & Snapchat Marketing

Release Date: 3rd February 2023 Overview Understanding Snapchat & TikTok marketing opportunities & challenges Understanding Snapchat & TikTok – TikTok’s rise – Snapchat’s smothering by Facebook – Usage figures – Marketing uptake Business applications – Challenges and opportunities – Organic – Influencer – Ads Strategic thinking, planning & channel set-up Strategic thinking – Objectives – …

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Strategy Course – Social Media Advertising Masterclass

Released: 31st January 2023 Overview Social Ad Landscape, Benchmarking & Strategy Planning Social advertising landscape – Usage figures & investment levels Apple iOS updates – What does it mean for online ads? Targeting & Evaluation Social advertising tools of the trade Account management best practices Creative tools Social Ad Reporting, Evaluation & Campaign Optimisation Social …

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Strategy Course – Email Marketing Masterclass: Data, Design & CRM

Updated March 2023 Overview Email marketing trends, innovations and email list building Email Marketing in 2023 Personalisation & Automation Email Innovations Email Data Capture Email marketing design, engagement & creative best practices Email design overview Why good email design is not enough Design best practices Gmail Email copywriting Email Deliverability, Email Customer Relationship Management (CRM), …

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Strategy Course – Google Analytics 4 Masterclass

Updated May 2023 Overview Module 1: GA4 Setup, Key Features, Tools & Reports Google Analytics Overview Introducing GA4 Structuring your GA account Creating your GA4 property Event and Engagement Tracking in reports Module 2: Setting up GA4 Conversions & Understanding Analytics Events Understanding conversion data Establishing conversions How is conversion tracking different in GA4 UA …

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Marketing Innovation Lab – Niche Platforms

Marketing Innovation Labs are a monthly online live broadcast, which focuses exclusively on the latest digital marketing updates and developments on Facebook, Instagram, Google, LinkedIn, FB Messenger, YouTube and Snapchat. There are literally hundreds of platform updates, each quarter, which impact: digital strategy, tactics and implementation. However, they are not equally important. SMK Marketing Innovation …

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Marketing Innovation Lab – Google SEO, Ads, YouTube, Google Analytics & Gmail

Marketing Innovation Labs are a monthly online live broadcast, which focuses exclusively on the latest digital marketing updates and developments on Facebook, Instagram, Google, LinkedIn, FB Messenger, YouTube and Snapchat. There are literally hundreds of platform updates, each quarter, which impact: digital strategy, tactics and implementation. However, they are not equally important. SMK Marketing Innovation …

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Strategy Course – Facebook Marketing Masterclass

Updated August 2023 Overview 2023 Facebook Marketing Trends, Opportunities & Account Optimisation Facebook usage and marketing spend – Reels and AI offer engagement boost – Business slowdown Content marketing – What’s working on Facebook? – Entertainment in focus – Reels Facebook’s growing walled garden – On-platform conversions Automation – Generative AI – Ads Account optimisation …

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Marketing Innovation Lab – Facebook, Messenger & WhatsApp

Marketing Innovation Labs are a monthly online live broadcast, which focuses exclusively on the latest digital marketing updates and developments on Facebook, Instagram, Google, LinkedIn, FB Messenger, YouTube and Snapchat. There are literally hundreds of platform updates, each quarter, which impact: digital strategy, tactics and implementation. However, they are not equally important. SMK Marketing Innovation …

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Free Lab – 2021 Instagram Marketing Trends Lab Playback – Sept 2021

About this Lab The 2021 Instagram Marketing Trends Lab is a FREE Lab for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. The 2021 Instagram Marketing Trends Lab delves into the latest data and performance insights, unpicking platform and behavioural trends, brand new marketing …

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Free Lab – 2021 Facebook Marketing Masterclass – June 2021

About this Lab SMK’s 2021 Facebook Marketing Masterclass Lab was a FREE event for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. The 2021 Facebook Marketing delved into the latest data and performance insights, unpicking platform and behavioural trends, brand new marketing features and …

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Free Lab – 2021 Digital Trends – Nov 2020

About this Lab SMK’s Digital Trends Labs are quarterly FREE events for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. Digital Trends Labs delve into the latest data and performance insights from the major digital platforms, unpicking platform and behavioural trends, and identifying underexploited marketing and communications opportunities. November’s 2021 …

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