Learn how to enhance your communication across multiple digital platforms such as email and messaging apps and be able to target your organizations messages effectively through paid advertising on search engines and through a variety of social media channels.
The majority of your professional interactions today begin with some form of digital or social media channel. Whether this is through a visit to your website, a social media channel, a response to an email, or a search engine inquiry, you need to ensure that you are communicating your message effectively.
The Communication, Engagement & Advertising Seminar focuses on ensuring that participants are able to engage their audience. Participants will learn how to improve the perception of digital deployments, and how to use both free and paid digital advertising opportunities to communicate messages effectively to a selected target audience. A number of channels are explored in conjunction with the individual organizations strategy and target audience, to determine which channels and techniques should be used to optimize communication and provide the highest return-on-investment.
This seminar includes six, three-hour modules spread over three days:
Module 1 - Social Communication & Engagement Communication
Communication is bi-directional, it involves listening, responding and engaging. This module addresses key strategies and techniques that can be deployed to increase the communication and engagement across your social media networks.
Module 2 - Digital Advertising Fundamentals
This module establishes the fundamental digital advertising skills. Promoting posts to your targeted audiences and the various options for digital advertising including: pay-for-impression, pay-per-click, and pay-per-conversion will be covered.
Module 3 - Search Engine Marketing With Google and Bing
The basic fundamentals of both Google AdWords and Bing Ads provide the core skills for Search Engine Marketing. Google Tag Manager will introduce re-marketing to your advertising tools portfolio to increase your effectiveness.
Module 4 - Core Social Media Channels Advertising
This module will look at advertising on the core social media channels of Facebook, Twitter, and LinkedIn. Knowing when and how to promote a post rather as well as ad options can increase reach and engagement with your target audience.
Module 5 - Visual Social Media Channels Advertising
During this module the nuances and strategies for advertising on Pinterest, Instagram, Snapchat and YouTube are discussed. The growth of visual social media has created an opportunity for reaching your audience by advertising on these channels.
Module 6 - Messaging Channels
This module looks at emerging internal and external messaging channels as well as email for communicating. Messaging Apps are a critical communication option, with many surpassing social networks for active users.
This seminar is part of the Digital and Social Media Program.
Anyone within an organization who interfaces with the public or with clients including: customer service personnel, advertising professionals, sales professionals, communications professionals, and management.
A laptop or tablet is recommended for this session.
Participants will also be granted access to several free DSMP Online courses as well as premium courses valued at several hundred dollars.
Continuing Education Contact Hours: 18
Lyle Wetsch is an Associate Professor of Marketing at Memorial University of Newfoundland. With over 100 presentations and publications in the past 10 years, his research has been published in the Marketing Education Review, the Journal of Advertising Education, the Journal of Virtual World Research, the Journal of Relationship Marketing and the International Journal of Electronic Marketing and Retailing.
Lyle is actively involved in providing presentations and consulting with businesses on various elements of Internet Marketing, especially Social Media and Social Networks. He has assisted businesses and organizations with the development, design and implementation of their Social and Digital Media Strategies. He also serves on several Advisory Boards including the Memorial University Social Networking Committee.
Through the Gardiner Centre at the Faculty of Business Administration Lyle has designed the Digital Marketing Program now renamed Digital and Social Media Program and offers it in locations throughout North America.
Inquire about future dates or request a specific delivery of this offering for a group.