Description

The social media manager's mission is to define and manage the company's digital communications policy. His activity is upstream of that of the Community manager he supervises, or can also constitute the operational part of his mission in a company or agency. Today, the functions of social media manager and community manager are often combined. This Community manager training prepares you to practice this new profession in the best conditions by allowing you to define a social media strategy, develop community management in the company and implement media planning on social media. During the cycle, participants are invited to share their experiences, thus creating emulation within the promotion.

Who is this training for ?

For whom ?

Community Manager. Marketing and digital marketing manager. Communications and digital communications manager. Web project manager, digital marketing project manager.

Prerequisites

Training objectives

Acquire the levers to propose a communication strategy on social media

Understand and monitor the components of e-reputation

Learn the key principles of community leadership

Identify and know how to implement the modalities of Brand Content

Integrate the POEM model with social media

Lead, manage actions and analyze the results obtained

Training program

• The social Web: new uses, new professions
  • New purchasing behaviors (ZMOT) in BtoC and BtoB, the uses of employees.
  • Opportunities and risks for companies.
  • New professions communication: social media manager, social media manager, community manager, brand content manager, asset manager...
• Social media overview
  • Key uses of social media by socionauts and by businesses.
  • Social networks: Facebook, LinkedIn. Twitter: micro-blogging.
  • The media visual social networks: Instagram, Snapchat, Pinterest.
  • Content sharing platforms: YouTube, DailyMotion, SlideShare, ...
  • The role of Blogs
  • Crowdsourcing platforms, self-care community....
• Design a social media strategy
  • Structure a social media diagnosis (3C model, POEM model).
  • Integrate social media into your overall communication strategy.
  • Facebook page, Twitter account or Instagram, LinkedIn page, YouTube channel, blogs... how to make your choices.
  • ]Build your operational action plan: recruitment plan, influencer program
• Secure the company's e-reputation
  • Analysis and monitoring of the company's e-reputation: analysis and control tools; Managing negative customer reviews; Review sites and the employer brand.
  • From failure to crisis management: crisis typologies on the Internet.
  • Anticipating a crisis on the Internet.
• Organize a social media system
  • E-reputation monitoring, community management... know and choose Social Media Management (SMM) tools.
  • Internalize or outsource your system and resources.
  • Media governance and social media guidelines
• Effectively animate the main social media
  • Running a Facebook page: key success factors.
  • How to optimize engagement on a Twitter account.
  • Running a company page on LinkedIn.
  • Optimize the SEO of your YouTube or SlideShare channel.
  • Use Picture marketing: Pinterest, Instagram, Snapchat
• Brand content, Curation, UGC: developing impactful content
  • Key success factors of a content strategy.
  • Define your mix: brand content, curation, UGC.
  • Branded content in BtoB and BtoC: the mechanics of virality: emotion, socialproof, newsjacking, story telling,...; content format: rich media, video, live video, animated gif, augmented reality, infographics, white papers...
  • Differentiate your content, think about snacking content and evergreen content.
  • Live video: Facebook live, YouTube Live.
  • What content to create during real events.
• Implement a digital influencer program (earned media)
  • Define the types of influencers relevant to you.
  • Identify the reference influencers.
  • Design a truly sustainable influencer program.
  • Synergies between press relations, Twitter and the influencer program
• Motivate and mobilize a network of ambassadors (earned media)
  • Mobilize customers and fan ambassadors (Customer Advocacy).
  • Create an employee ambassador program (Employee Advocacy).
• Remote activity
  • To discover a new tool/a new technique: a virtual class.
• Understanding the challenges of social ads
  • What objectives for advertising on social media?
  • Why reinforce and complement the editorial strategy with advertising?
  • What impact on shared media and earned media ?,
  • Audience and influence tools and indicators
• Set up advertising campaigns
  • Understand the advertising offerings of the main social media: Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube.
  • Know their advertising platforms (Ads manager).
  • Use behavioral targeting.
  • Set up an advertising campaign.
  • Ads on mobile.
  • Practical workshop: design a campaign for a Facebook page.
• Enrich your content for social networks
  • Organize a communication campaign on social networks.
  • Define an editorial line.
  • Optimize natural referencing (SMO).
  • Monitor, analyze indicators and calculate ROI (audience, influence, post clicks).
  • Create value-added content to generate engagement
  • Use the main tools to create. images, videos and infographics (Canva, Quik,...).
  • Evaluation of acquired knowledge