Development Programme on Targeting in Social Media

• Status:We are working on the next season

About the Programme

Social Media Marketing is becoming more and more popular recently. The last two years the necessity to implementation and effective work in this sphere has become in the first place for marketing managers and PR managers. The main difference between internet-marketing and offline variant is the possibility to support directly cooperation with audience, clients, fully control the situation, and provide targeting and web-analytics. This gives the possibility to become closer to the customer, understand him/her, create a product or service that will be fully consistent with his/her expectations.  

EBA Management Development Centre announce Development Programme on Targeting in Social Media, that will help you to study out and deepen into the Facebook, Instagram and LinkedIn analytics principles, track innovations, choose best digital channels for you business to become the best in your niche. Programme will be online, the last module will be offline with discussing and brain-storming for you strategies of internet-marketing campaigns that you represent.  

Having successfully finished the programme, you will receive certificates of completion. 

What knowledge and skills will you acquire? 

• Make better you skills of working with Facebook social network
• Create the segments of target audience form the viewpoint of traffic warmth, different stages of tunnel, mark the segments with the help of FB instruments
• Get to know what for you need Facebook Business Manager and what should be done for effective work in Facebook 
• Learn how to work in Ads Manager 

TARGET AUDIENCE: 

• Marketing managers, that are willing to inquire innovations in the internet marketing 
• PR managers 
• Beginners in the marketing sphere 
• Internal communication specialists 

SYLLABUS 

Module 1. Characteristics of social networks. Business Manager of Facebook. Main instruments – October 19 – 16.00 – 19.00 

• Common approach. Peculiarities of request in social networks. Statistics. 
• SMM-complex approach.  
• Business manager. People. The stalls. Business pages, advertising accounts, catalogs.  
• Review of instruments and platforms of Facebook.
• Advertising cabinet in Facebook. Settings. 
• Business account in Instagram. Statistics.  
• Business pages Facebook. 

Module 2. Business page in Facebook. Settings. Content strategy – October 21 – 16.00 – 19.00 

• Vectors of SMM development (content, community, traffic). Differences, tasks of directions.  
• Audience. Portrait of the target audience.
• Facebook business page. Page settings. Roles.   
• Page statistics. Main metrics of business page development. KPI.  
• Goals of business page. Content strategy. Rubricator. Content-plan for page.  Content for advertising campaign (insights).    

Module 3. Advertising cabinet in Facebook. Preparation to advertising settings – October 26 – 16.00 – 19.00 

• Accessions’ examination. Billing threshold. Limits.   
• Facebook Pixel. Settings, methods of establishment. 
• Event-manager. Events` settings.  
• Customs` conversions creating. Offline-events (conversions).  
• Possibilities` limitation because of newalties.  
• Audiences for targeting. 
• Audiences` creation: Saved, LAL, Interacted, Clients` lists. 
• Audiences` creation via Instagram+Audience.  
• Check of  boarding, page, Instagram-account readiness.  

Module 4. Advertising campaign creating – October 28 – 16.00 – 19.00 

• Marketing model. Strategies of new audience implication and working with warm audience.  
• Тypes of campaigns. Advertising goals. 
• Step-by-step campaign creation via advestising cabinet in Facebook (Ads Manager). 
• Campaign start via Instagram.  
• Managing campaigns.

Module 5. Analysis of rolled out campaigns and building strategies – November 02 – 16.00 – 19.00 

• Main metrics. Its` connection.  
• Analysis of advertising campaigns. 
• Facebook reports. 
• Statistics in cabinet. Facebook analytics. 
• Google analytics. What should be considered.  

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