MASTER SOCIAL MEDIA & DIGITAL MARKETING

The topics of the Master:

Day 1-2: Introduction to Web Marketing, SEO, Google Adwords

• The macro-trends of the european network and the practical consequences in terms of online visibility
• Search Engine Optimization or Inbound Marketing?
• SEO: Website optimization for search engines, opengraph and microformat tags, link building and social authoritative signals, essential tools
• Workshop 1: example of on-site SEO optimization
• Link building: identifying the ideal partner links and those to avoid, useful tools and strategies
  FEED RSS: How to use them to keep up-to-date on news, to check your online reputation (and competitors) and to facilitate the sharing of content on Social Networks, up-to-date info of the main tools to exploit them properly
• Georeferencing results: how to gain visibility in Google maps through My Business Google pages
  The importance of Social media in SEO: Google+ (social authority signals), YouTube and Digital Asset Optimization (i.e. how to manage multimedia files for greater online visibility)
• Web Analytics and the measurement of online return on investment (ROI) with Google Analytics, setting goals and tools for monitoring results
• Search Engine Marketing with Google AdWords: understanding how the search network system or the display system works? Or both?, quality score, optimized ad writing and account management best practices (match types, extensions, remarketing and retargeting), measure the efficiency, effectiveness and coverage of your campaigns
• Advertising on Youtube
• Workshop 2: example of setting up an AdWords campaign

Day 3: Digital Strategy – Web and Social Media Marketing

• Conversational marketing and Social media marketing
• Introduction to Social Media (numbers and peculiarities of the phenomenon)
• Social Media: People VS Companies – Web Reputation
• Key concepts: interaction, awareness, reputation, engagement, call to action, etc.
• The Social Customer – Crisis management
• Twitter and Linkedin between Digital PR and Personal Branding – Influencers
  Instagram (outline)
• Workshop 3: practical/operational exercise on Social Media Strategy

Day 4: Facebook Advertising: building successful campaigns step by step

• Advertising Accounts, Campaigns, Adset and Ad
• Overview of the advertising account and elements of Facebook Advertising
• Formats, goals, purchase method and bidding
• How to choose the right elements to start our campaign
• Core Audience, Custom Audience and Lookalike
• Choosing the right target based on goals – Make the most of lookalikes
• CPC, CPM, CPA, CPL, Frequency and …?
• Which metrics really matter – Evaluation of campaign performance
• Elements of a successful Facebook campaign
• How to structure a campaign optimized for goals
• Facebook Pixel
• How to create an audience, retargeting and tracking conversions through Facebook Pixel – all the latest news
• Lead Generation: strategies to acquire leads & sell with Facebook
• From Link Ads to Lead Ads: technical and strategic elements to acquire leads and customers
• Make the most of Facebook Business Manager and Power Editor
• Campaigns on Twitter, Instagram & LinkedIn – Outline
• Workshop 4: Practical/operative exercise on Facebook Campaigns
• Presentation of the Project-work for the achievement of the final Master’s degree

Day 5: Storytelling

• Content or audience: who’s king?
• Overview of the importance of the audience. How to study it, analyze it, satisfy it.
• The concept of “youtility”
• Creating useful content is essential to engage our audience. Examples and tips
• Usability of the content
• From Google guidelines to interactive content marketing
• Workshop 5: Brand Storytelling
• The main steps of storytelling and its archetypes
• Which emotions come into play and how to choose the right archetype
• Cross-media and cross-channel storytelling
• Examples of brand storytelling from blogs, web pages and videos.