Search & Social Media Marketing Programme Overview
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Search & Social Media Marketing Programme Overview

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Overview of an evening programme in Search & Social Media Marketing delivered at Salford Business School, Salford, Greater Manchester.

Overview of an evening programme in Search & Social Media Marketing delivered at Salford Business School, Salford, Greater Manchester.

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    Search & Social Media Marketing Programme Overview Search & Social Media Marketing Programme Overview Presentation Transcript

    • S e a r c h & Social Media Marketing Programme overview www.searchmarketing.salford.ac.uk
    • Credits
      • Katie Donovan - Managing Director, SEMPO Institute
      • www.SEMPOBoston.org
      •  
      • Richard Gregory - Chief Operations Officer at Latitude Group Limited
      • www.latitudegroup.com
      •  
      • Aleksej Heinze - senior lecturer Salford Business School
      • www.business.salford.ac.uk/staff/aleksejheinze
      •  
      • David Kreps – senior lecturer Salford Business School and MD fourquarters
      • www.business.salford.ac.uk/staff/davidkreps
      •  
      • Ben McKay - SEO Director – MEC
      • www.mecglobal.com
      •  
      • Stuart Wells – Director Management Development Programmes
      • www.business.salford.ac.uk/staff/stuartwells
      • Simon Wharton - Managing Director of PushON Ltd
      • www.pushon.co.uk
    • Search & Social Media Marketing
    • Time commitments
      • One face-to-face evening session per week:
        • 16:00 - 16:30 Refreshments
        • 16:30 – 18:30
        • 18:30 – 18:45 Refreshments
        • 18:45 – 20:00
      • Flexible online learning material using SEMPO Institute website
      • Foundation: 4 x evening sessions
      • Professional: 6 x evening sessions
      • Full course = 10 weeks
    • Course integration with SEMPO Institute
      • Foundation :
        • Insider's Guide to Search Marketing
      • Professional :
        • Advanced SEO
        • Effective Social Media Marketing
      • SEMPO Institute: www.sempoinstitute.com
    • Insider's Guide to Search Marketing
      • SEMPO material (D=day)
      • Evolution of search – D1
      • How search engines work – D1
      • Linking and directories – D1
      • Keywords - D1
      • SEO web design – D2
      • Copywriting – D2
      • SEO roadblocks – D2
      • Submissions – D2
      • Tracking and reporting – D4
      • Pay Per Click 1 – D3
      • Pay Per Click 2 – D3
      • Total search marketing – D4
      • Intellectual property – D4
      • Face-to-face sessions SSMM
      • Day 1
      • How do we learn SSMM?
      • Search & Social Media Marketing Context
      • How Google and other search engines work
      • Developing a keyword plan
      • Day 2
      • Evaluating your web pages from search engines’ perspective
      • Implementing your keyword plan by writing content
      • Day 3
      • Pay-per-click: if you need results fast
      • Increasing your link popularity
      • Integration with Web 2.0 tools and Social Media Marketing
      • Day 4
      • How not to manage your search & social media marketing
      • SSMM as an ongoing marketing process
      • Learning from your website visitors’ experience
    • Advanced SEO
      • Day 5 – Advanced keyword research
      • Keyword Discovery
      • Refining Keyword Lists
      • Practical application Keyword Discovery
      • Day 6 – SEO Diagnostic and Audit
      • SEO Server Configuration
      • Web Site Architecture
      • SEO Web Site Page Construction & External influences
      • Day 7 – Advanced Link building
      • Advanced Internal & External Linking
      • Strategies to Acquire Good Inbound Links
      • Attracting Links
      • Day 8 – Social Media
      • New Paradigm of Information Sharing
      • Social Media Marketing
      • Social Graph for Channels
      • The Power of Social Media Publishing
      • Social Media Risks & Obligations
      • Reputation Management
      • Day 9 – Editing and Optimising
      • How to Write Good Copy Using Keywords
      • How to Deal with Pages Moved or a Remodel
      • How to Deal with Large Sites and Difficult programming
      • Day 10 – reporting and analytics
      • Reporting
      • Web Analytics
      • Brand Reputation Monitoring & Management
    • 10 stages of the SSMM course 1. Project initiation meeting 2. Scoping and setting objectives for Search and Social marketing campaign 5. Agree key performance indicators 3. Keyword research and competition benchmarks 4. Social Media research and competition benchmarks 8. Monitoring and reporting 5. Develop a website and social media strategy 7. On-site optimisation 7. Off-site optimisation 9. Learning and optimisation 10. Ongoing project management and project review
    • Foundation course elements: 1. Project initiation meeting 2. Scoping and setting objectives for Search and Social marketing campaign 5. Agree key performance indicators 3. Keyword research and competition benchmarks 4. Social Media research and competition benchmarks 8. Monitoring and reporting 5. Develop a website and social media strategy 7. On-site optimisation 7. Off-site optimisation 9. Learning and optimisation 10. Ongoing project management and project review
    • Schedule Week Topic Stages 1 Search & Social Media Marketing Context F 2 Fundamental on-site optimisation F 3 Fundamental off-site optimisation F 4 Peer-presentations and Foundation review F 5 Advanced keyword research. Strategic and operational campaign management P 6 Advanced SEO tools, diagnostics and audit P 7 Advanced link building P 8 Social Media and the impact of Web 2.0 P 9 Editing and Optimising P 10 Reporting and analytics. Peer-presentations and Professional review P
    • Summary
      • Access to the latest thinking and practice in Search and Social Media Marketing
      • An industry respected qualification
      • Enhancement of your employability profile and client recognition
      • Opportunity to further your skills and knowledge of Search and Social Media Marketing
      • Learning method to suit your day-to-day commitments: one evening per week attendance with online support
      • To book your place go to www.searchmarketing.salford.ac.uk