Description

This seminar will address the issues related to your brand's presence on the Internet and will provide you with the knowledge necessary to define a complete digital strategy that meets your company's objectives. You will learn how to manage your online image and measure its performance. The seminar will help you understand why it is important to have a digital strategy and how you can adapt it to improve the visibility of your brand on the Internet.

Who is this training for ?

For whom ?

Marketing manager, communications manager, product manager, marketing project manager and anyone in charge of brand communication.

Prerequisites

Experience in corporate communications desirable

Training objectives

Understand the new avenues of communication on the internet

Implement a digital communication strategy for your brand

Optimize your presence on social networks

Manage your online brand strategy

Training program

• Understand the issues and different approaches to e-marketing
  • The change in modes of communication.
  • From Web 1.
  • 0 to collaborative uses.
  • The potential impacts of e - brand reputation.
  • Paid referencing (Search).
  • Natural referencing (SEO) and its developments.
  • Affiliation and retargeting .
• Succeed in your brand presence strategy on social networks
  • Typologies and uses of the main social networks.
  • What benefits and for what business applications?
  • The benefits of the main levers: social networks, corporate blog , proprietary social networks.
  • An example of brand strategy: HR communication and employer brand.
  • The impacts on the organization and new roles.
  • Optimize your presence on LinkedIn and Viadeo: profiles, keywords, company page, feed, content.
  • Advertising on social networks: LinkedIn ads, Facebook ads, Facebook sponsored post, Facebook reach generator.
  • Specialized social networks and sharing and curation platforms (Slideshare, Scoopit, Pearltrees.
  • ).
• Effectively manage your brand on the Internet
  • Implement a multi-channel digital strategy.
  • Move from communication to conversation, know how to get involved.
  • The content and the form: storytelling and distribution content.
  • Respect the rules and practices: ethics, behavior charters, Facebook rules, moderation rules.
  • Prepare to manage a "crisis" situation.
  • Set up monitoring on the Internet: define your scope, choose and implement your monitoring methodology.
  • Equip yourself for monitoring: free tools and professional solutions.
• Evaluate the performance of your digital strategy
  • Remuneration models: CPM, CPL, CPC.
  • Quantitative and qualitative indicators (KPIs).
  • ROI, ROA and RONI?