Overview
Social media landscape and trends
- Social media landscape
– Usage
– Marketing investment levels - Facebook growth and challenges
– Why diversification is a must - 2021 online video priorities
– Big YouTube upside for brands
– Why TikTok keeps Instagram awake at night - LinkedIn finally comes good
- More niche marketing opportunities
– Youth marketing on Snapchat
– Consumer campaigns on Pinterest - Apple iOS 14 and the privacy clampdown
Strategic Thinking, Planning & Evaluation
- Balancing strategic thinking with tactics
– Avoiding overstretch
– Having more of a longer term focus - Harmonising earned, paid and owned media
– Compounding activity to drive better ROI - Evaluation and reporting
– Native vs third party tools
– Organic vs paid insights
– Using Google Analytics
– Maximising social media pixels - Social media reach or engagement?
– Does engagement really matter?
– Do small social echo chambers drive business outcomes?
User Engagement & Social Algorithms
- Maximising organic and paid reach
- Benchmarking performance
- Understanding social algorithm principles
- Ensuring content marketing blends into the feed
- Authenticity
- User-generated content (UGC)
- Live video emphasis
- Rejuvenating non-Live video
- Social Stories
- Reels vs TikToks vs everyone else
- Inspiration
- Idea generation
Social Media Amplification Via Ads & Influencers
- Why businesses need to stop “boosting posts”
- Running ads properly via Ads Manager, etc
- Making the most of Facebook Business Manager for ads
- Pros and cons of different social ad tools
- Taking a more strategic approach to ad campaigns
- Understanding and creating social ad funnels
- Appreciating the subtleties of differing ad objectives
- Overview of all ad targeting opportunities
- How to avoid and reduce social media ad fatigue
- Creative tools and ad insights
- Key ad optimisation techniques
- Identifying relevant and suitable social influencers
- Drawbacks and risks with influencer marketing
- How to run crossover influencer ad campaigns
- Making the most of new Branded Content opportunities