Social Media & E-Marketing Certificate
|Social Media & E-Marketing Certificate (Saskatoon, SK)|
Apr 29, 2014 to May 01, 2014
|Location : K W Nasser Centre (256 - 3rd Avenue South)|
Now taking registration for Spring 2014. Please see brochure and application form below.
Providing you with an opportunity to enhance your digital and e-marketing program by introducing you to the most popular social media channels being used today.
Introduction & Background:
Any application of digital or social media into your marketing and communications mix begins with having a clear strategy and policy.
The Social Media Marketing Strategy module assists you with understanding how digital and social media can be integrated into your overall organizational strategy and your overall marketing strategy. Once you understand the foundational strategy that needs to be established in your organization, you can then explore 5 of the most popular e-marketing and social media tools that generally need to be part of your toolbox for 2013. Although you are able to complete modules individually in some training locations, completion of all six modules will qualify you to receive the “Social Media & E-Marketing Certificate”.
Through hands-on training sessions, you will become familiar with the different media, understand the marketing and organizational objectives the social media channels can help you achieve, and begin to establish or enhance your digital presence.
6 Half-Day Modules Making up the 3-Day Social Media & E-Marketing Certificate:
One of the first steps for any organization beginning their foray into social media marketing is the development of a complete “Social Media Strategy”.
The focus of this module is the role that social media can play in your overall marketing strategy in facilitating organizational goals. Once you have a clear Social Media Strategy, then the individual social media channels can be explored to see how they can be applied more effectively.
More that 50% of the total population of North America connects to at least one social media channel daily – make sure that you are able to connect with your current and potential customers through the effective deployment of your Social Media Strategy.
Module 2: Intro to Facebook Marketing
As of January 2013, Facebook is the largest of all social networks with over 1 billion users (over 650 million mobile). The diverse capabilities of Facebook provide you with a rich channel that provides many unique marketing opportunities. Facebook surpassed Google as the most visited site on the Internet in 2010 and the average US based Facebook user spends 7 hours per month on the site. Canada has one of the highest percentages of its population on Facebook with 17.8 million users (over 65% of its online population) in July 2012.
Timeline has allowed businesses to ‘tell their history’ on Facebook. In addition, Facebook pages, groups, targeted advertising, or simply monitoring discussions are some of the many ways that Facebook can be incorporated into your e-marketing strategy that will be discussed in this module. Facebook has become the default location to drive your customer traffic to rather than website with its increased functionally.
Not only is Facebook popular with its members, it is also the number one social media site for business with over 80% of those with a presence on social media utilizing Facebook in their strategy. Make sure that you are not left behind!
Module 3: Intro to Twitter and Blog MarketingTwitter has changed the way that people obtain information and communicate in real time. In addition to obtaining news and information in real time, Twitter has become an increasingly important channel that customers use to reach our for service and support. The public nature of Twitter means that you have the opportunity to increase the perception that others have of your brand by how you respond to these enquiries. Alternatively, failure to respond will also have an impact, but of a different nature!
Customers do not expect you to be perfect, but if you recover effectively, they will actually be more loyal. The ability for you to respond in a public and open forum builds trust, credibility and loyalty from customers and readers alike. Twitter provides companies with a communications platform that helps you stay connected and provides the opportunity for real-time information, the collection of market intelligence and the ability to build relationships, all in 140 characters. Today it is about communicating with customers, on their terms, creating and building friendly relationships along the way with tools like Twitter.
If you have more to say, blogging is an opportunity for businesses to communicate WITH their customers, not just AT them. Rather than a passive, one-way marketing message, a blog provides the opportunity for you to engage in interactive conversations with your customers.
Module 4: Intro to LinkedIn Marketing
While Facebook is a great personal social media channel with some business applications, LinkedIn is all about business and is the leading professional social networking application with both Business-to-Business and Business-to-Consumer applications.
With over 175 million members in over 200 countries and territories as of Aug 2012, LinkedIn is the ideal platform for HR to use for recruitment, individuals to use for personal branding and job seeking, and for organizations looking to promote their products and services to a B-to-B market. Executives from all Fortune 500 companies are present on LinkedIn and according to BtoB Magazine and the Association of National Advertisers, 81% of business-to-business marketers use LinkedIn.
Through the integration of tools and applications in LinkedIn, you have the opportunity to create industry discussion groups, track company buzz, or conduct polls of your immediate network and target groups. If you are a professional, LinkedIn is your “Rolodex” of the new millennium – expand your use and application today!
Module 5: Intro to Mobile & Location Based Marketing
The growth of smartphone sales has opened up significant opportunity for mobile marketing programs. Almost 40% of all Internet users browse the Internet through their handheld devices making mobile a key element in your website design. Over 50% of people with smartphones ONLY check their email through their handheld device – are your messages optimized?
While many of the social media applications are able to expand your reach, mobile allows you to think local. Mobile brings the Internet to the point of sale and allows you to connect with customers where they are and have a significant impact of sales conversions on the spot.
Mobile applications, text marketing, location based tools like FourSquare or Google+ Local are just the beginning. Your mobile device can not only be used to make payments, it can become your point-of-sale tool and can allow you to accept credit and debit card payments from your phone or tablet.
The future has even more potential with the emergence of augmented reality applications which allow for the merging of the best of the web, handheld devices, and location-based marketing tools to provide organizations with the next generation of mobile marketing applications.
Module 6: Intro to Online Video Marketing
YouTube changed the world of e-marketing. Static text and paper-based marketing has now evolved to include the world of video. You have the capability through your own YouTube channel to present your product launches, provide customer interactional videos, or generate interesting and engaging videos that go viral! Video may be the channel that will allow you to demonstrate more about your business to both current and potential customers better than any other.
YouTube now reaches the globe with an 18-54 year old demographic in 43 countries across 60 languages. In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth! Every minute 72 hours of new content is uploaded to YouTube. But this content is not just being watched – more than 50% of all videos on YouTube have been rated or include comments from the community and they are connecting through your other social channels with 500 years of YouTube videos watched every day on Facebook and over 700 YouTube video links are shared on Twitter each minute!
Creating a YouTube channel and video content that is relevant to your business is an excellent way to boost your company’s exposure. Recent additions to YouTube have made it even more appealing: advertising opportunities, the inclusion of close captioning of your videos and the integration of Google+ to allow real time broadcasting of your Google+ hangouts.
Lyle R. Wetsch
Lyle is the designer and facilitator for all of the modules within the Digital Marketing Program certificates. He is an Associate Professor of Marketing at Memorial University of Newfoundland and has been involved with teaching, consulting and researching in the areas of e-marketing and social media since 1998. In the past 10 years, Mr. Wetsch has completed over 100 presentations and publications with his work being published in several academic journals as well as authoring and co-authoring several book chapters.
Edwards School of Business is proud to partner with one of the east coast's leading business school's in Canada, Memorial University, Faculty of Business Administration, Gardiner Centre in Newfoundland to provide this 3-Day Course.
$1,695.00 plus GST
- Program fee includes course tuition, all course materials, lunches and refreshment, but not hotel accommodations.
- University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.
- Cancellation received in writing at least 14 days in advance of the course start date will receive a full refund. Written cancellations received less than 14 days prior to the course will be subject to a $200 administration fee. Non-attendance (notification 24 hours or less) will incur full course tuition fee.
- One free transfer is permitted, provided written notice is received at least 14 days in advance of the course start date.