Online-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 Online-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. Peculiarities of social media. Facebook Business-manager. Main instruments – November 29

• Common approach. Peculiarities of request in social media.  
• Promotion strategy forming in social media. SMM-complex approach.   
• Business-manager. Creating and alignment.  
• Facebook Page (Facebook Business Pages). Instagram Business. Alignment. Peculiarites of working process.  
• Instruments FB platform review: Ads Manager (Advertising cabinet), Event Manager, Audience, Commerce manager, Ad Library, Experiments, Insights etc 

Module 2. Forming of advertising campaign communication strategy – December 01

• Marketing models RACE, AARRR. Framework See-Think-Do-Care.  
• Audience. Target audience portrait.  
• Target audience analysis. Segmentation in line with the portrait, familiarity, behavior on site.  
• Communication strategy for work with separate segments of target audience. 
• Strategies of forming the structure of advertising campaign concerning different segments of target audience. 
• Examples of realization in different niches of business. 

Module 3. Preparation to advertisement alignment. Technical preparation – December 06

• Admissions` check. Billing threshold. Limits.    
• Event-manager. Facebook Pixel. Adjustment, method of alignement.  
• Event-manager. Events` adjustment of Pixel. Conversion API. 
• Creating custom conversion.  
• Audiences for targeting.  
• Audiences creation: saved, look a like (LAL), user audience, clients` lists.   
• Creation of audiences in Instagram Business + Audience.   
• Check of site readiness, FB Page, Instagram Business. 

Module 4. Advertising campaign creation – December 08

• Advertising campaign strategy.  
• Campaigns types. Advertising targets. Correspondence of business targets to advertising targets.  
• Step by step creating of advertising campaign in Ads Manager (Facebook advertising cabinet) in accordance with the chosen strategy.  
• Campaign creation via Instagram. Peculiarites. 
• Campaigns` management.   

Module 5. Analysis of launched advertising campaigns and strategies` building – December 13

• Main metrics. Thier connection. 
• Advertising campaigns` analysis.  
• Reports in Facebook. Forming. Automatisation.  
• Statistics in Ads Manager. Peculiarities of attribution in FB.  
• Algorithm of advertising cabinet audit.  

Module 6. Answering questions and cases solving of participants – December 15 (online and offline according to group wish)

You can send a question to: