[SMK] Social Media Knowledge

Courses

Tech Lab – Apple iOS

Apple iOS 14 Tech Lab Overview The focus for this Tech Lab series is understanding and navigating the impacts of Apple’s iOS 14 updates which went Live in 2021 for Facebook, Instagram, LinkedIn, TikTok, Pinterest, et al. This series will therefore explore: Why it’s happening and what to do about it How to implement new …

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Tech Lab – TikTok (In-progress)

TikTok Tech Lab Overview This TechLab series began on the 6th October 2022 and is currently in progress. New material will be posted weekly. 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 …

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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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Tech Lab – Meta

Meta Business Manager and Business Suite Overview   Facebook Business Manager Overview and Account Set-up Business Manager’s Business Settings The Facebook Pixel – Best Practices & Common Issues The Facebook Pixel – Manual Installation The Facebook Pixel – Google Tag Manager Installation Facebook Conversion & Event Tracking Overview How To Set Up and Track Events …

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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 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 B2B Content Marketing, Engagement & Awareness Building …

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Strategy Course – eCommerce & Social Commerce Unravelled

Overview Ecommerce and Social Trends, Tools, Challenges and Opportunities. Ecommerce trends and forecasts – Rise of retail media – Growth of social commerce – Influencers – B2B Leveraging marketplaces, i.e. Amazon, eBay, Etsy, etc. – Operating in multiple countries and regions Choosing an ecommerce platform – Understanding headless commerce – Ecommerce platform market shares Setting …

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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

Overview Conversion Rate Optimisation (CRO) Testing & UX Best Practices. Understanding CRO – How to develop an experimentation culture – Must-use tools for tracking and optimising digital marketing activity Maximising CRO across owned, earned and paid media activity – Full-funnel thinking Developing an effective data-driven approach – Web analytics – Social media tracking and pixels …

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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

Overview Strategic thinking, channel planning and evaluation Content marketing’s evolution Content marketing channels Content marketing pivot to video Proving business value Social Media Organic & Paid Content Best Practices Maximising content marketing performance Social algorithms Social content optimisation Creative collaborations Optimising Content for Google Search Success Content marketing via SEM and SEO Google Ads assets …

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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 overview and marketing opportunities The history and background of YouTube The importance of video right now Innovations and developments at YouTube Barriers to entry for Marketers – Role for video – Going viral – Performance campaigns – Video funnels – Brand safety – Production Setting up for success Preparing to get started on …

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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 – Digital Marketing Evaluation: Social Analytics, Pixels & Attribution

Overview Digital marketing evaluation and optimisation best practices Analysing digital data Optimising user journeys Testing Strategic thinking Fully leveraging Google Analytics to better track ROI Introducing GA4 How is tracking different in GA4? GA Personalised Reporting Understanding GA Reports Campaign Tagging Dimensions, Metrics & Reports Unravelling social media pixels and analytics Social Media Reporting Challenges …

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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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