digital mums THE Strategic Social Media Manager Programme COURSE BROCHURE

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1 digital mums THE Strategic Social Media Manager Programme COURSE BROCHURE

2 About Digital Mums Digital Mums are a new kind of social media solution. We take the natural talents and skills of mums, add some innovative social media training and produce affordable, quality social media managers for small businesses and charities. We offer mums the chance to retrain and get back into the workplace in a role that is fun, rewarding and most importantly fits around their family commitments. e w t f p hello@digitalmums.org /facebook/digitalmums /digitalmumshq Be job ready in 6 months with our innovative social media training Our online training has been designed using thinking from the most innovative education experts in the world today. It employs cutting-edge classroom methods that are proven to be significantly better than traditional practices. Unlike most courses out there on social media everything you do on our The Strategic Social Media Manager Programme will be practical, hands on and gets you work experience. From the start we match you with a business or charity who is keen to have a trainee mum manage their channels. We ll teach you how to put together a social media campaign and all the fundamentals of social media platforms and how to use them. Once you re up to speed you then run your campaign across their live channels. Working with the business or charity will also build your client relationship management skills. Our training is interactive. It s about learning as you go in a real world setting and learning from your mistakes. New research into how people learn demonstrates that it is much more powerful to learn this way, rather than watching endless tutorials and doing practice pieces of homework that only you and your tutor will ever see. This is because the content has meaning in your life. You will remember and learn more deeply if you are putting it into practice as you go along and if the public are actually seeing what you re doing and crucially, you re reporting back to a client. Ours is the only training course out there that gets you job ready in 6 months. With our training you don t just learn from pre-recorded video tutorials. You will have dedicated Google Hangouts with a digital expert who is there to help you learn. You ll also learn from your peers. You and the other mums are on a learning journey together and you will have regular online sessions where you will critique each other s work in a kind and helpful way. You will also brainstorm ideas together and share problems you are having. And unlike other courses out there we designed our training with and for mums. So we know you can fit it around your busy life. It s 100% remote. Video tutorials are short enough to watch when the kids are napping. Interactive sessions don t happen at peak mum times - they tend to happen when the kids are in bed. 2 3

3 the course curriculum Week 1 Becoming a Strategic Social Media Manager During week 1 students will be introduced to the necessary components to be a successful freelance social media manager. The fundamentals of social media management How to be a good freelancer Understand the process, systems and tools you need to learn to be successful. We cover: The process of developing strategies for clients An introduction to the iterative and data driven methods needed The difference between platforms and tools Freelance social media management is so much more than knowing about social media. Client relationship management and an online presence are also vital. Students will: Learn the basics of client relationship management Develop personal accounts for Twitter and LinkedIn 4 5

4 Week 2 An Introduction to Social Media for Marketing Week 3 Understanding the Needs of a Client Students take a crash course in the digital marketing landscape, where social media sits within this and how social media campaigns work. Students learn everything they need to know about working with their charity, and get inside their charity s objectives. The Social Media Landscape Social Media Campaigns Clarifying Objectives Understanding Audiences We give you a crash course into the dynamic world of social media and how it is changing the way businesses and charities market their products and services. We cover: Where social media fits within digital marketing as a whole Social media trends, past and future The top social platforms, their growth and numbers Why the top social platforms are important and when to use them Here we introduce students to the concept of running social media campaigns. Students will: Be inspired by the top social media campaigns out there Work with their peers to understand the principles of a great social media campaign Learn the basics of what their own campaigns would need to do to be successful The most important aspect of social media is to be clear on what you are using it for. Different platforms work best for different objectives. Here students will: Learn what their charity wants to achieve Spend time getting inside their charity s digital channels The second most important aspect of social media is understanding who you are trying to engage with. Different platforms work best for different audiences. Here students will: Learn which customers their charity is targeting Understand user personas and how to develop them Develop clear user personas for different customers Understand what these mean for your social media activities what to post, when and to which platform 6 7

5 I was starting to think I was unemployable because I d been out of the workplace for so long. But since I graduated from the training I ve worked solidly Jemma Arlott, Digital Mum Week 4-6 Design an Integrated Social Media Campaign Here students will learn the basic steps to building a successful, integrated social media campaign and will design their own to meet specific strategic objectives. Understand the Steps to an Integrated Social Media Campaign Developing an Integrated Campaign Social media campaigns must be strategic with a clear purpose and measurable objectives. Students will learn: Students will develop their own campaign with input from their course tutor, their peers and their charity. The different types of social measurables How to use these to define clear goals Strategic use of social media platforms and styles of engagement to stand out in the noisy social space How to use competitions to engage audiences Using Key Performance Indicators (KPIs) to measure success 8 9

6 Week 7+8 Setting up and Optimising Social Media Platforms Week 9+10 Developing a Content Strategy There are so many things to learn about each social media platform. As well as knowing the basics of setting up and optimising platforms it s key to build on this knowledge with an in depth understanding of using them strategically. Here students get to grips with everything they ll need to know. Knowing Your Way Around Social Media Every social media platform is different. Here, students will learn: Basic etiquette and best practice on social media How to set up each platform with detailed instructional videos for all aspects of Twitter, Facebook, YouTube, Google+, Foursquare, Instagram, Pinterest and LinkedIn How to optimise each platform for their specific objectives and audiences All about hashtags How to use social media to achieve specific goals, whether building brand awareness, creating a loyal customer following, managing customer services or driving traffic to websites and blogs How and when to use social media advertising Time Management Tips and Tools One of the biggest problems people find with social media is fitting it into their busy schedule. There are loads of great tips and tools you can use to overcome this. Students will learn: How to plan their activity from day to day and week to week Tricks for setting up social media platforms for optimum efficiency How to use Hootsuite for time management Before running a social media campaign it s important to have great content to share, whether it s content you ve found or content you ve made. Understanding the Basics of Content Content is a key component of social media management at all levels, whether running a specific campaign or just day to day management of social platforms. Here students will: Learn about why content is so important Understand what content will work for target audiences Building a Consistent Brand Online To build an engaged following on social media your audiences need to know what to expect from you. Students will learn: Why a consistent brand is important How to create a consistent tone of voice How to use content to build consistency on your social platforms 10 11

7 It was so great to find training that I could fit around my new baby Silvia De Sanchez, Digital Mum Week An Introduction to the Test, Measure, Reflect, Refine Delivery Model Social media is all about iterative testing and improving it s not about having all the answers from the offset. This week students will be introduced to the Test, Measure, Reflect, Refine delivery model. They will practice using tools and techniques to measure performance and learn how to report these to others. Test Refine Students will test their campaign by Iteratively improving activity and pushing their planned activities at a strategy based on any data gathered small scale. during the measurement phase is key. Students will: Measure Learn about what worked and Students will learn how to use what didn t data from analytics to understand Improve their campaign based on success, including Google Analytics the feedback and data they receive for social, Facebook insights, Pinterest Analytics, Google+ Insights, Reporting on Progress Twitter Analytics and Hootsuite reporting. Reporting on progress helps others understand how things are going and Reflect is key when working with a business. This week students will: Students will spend time reflecting and drawing our key insights from Learn how to prepare simple the data. reports Prepare their own report to share with their peers and the course tutor 12 13

8 Week Delivering an Integrated Social Media Campaign Students run their campaign over a final seven week period to achieve their measurable goals. Throughout this time they will use the test, measure, refine model to maximise effectiveness. They will test their strategy and content, measure progress using analytics as well as organic measurement and then refine their activity based on results. High Impact Social Media Strategies There are a number of key activities that can achieve high impact on social media. Students will learn how to: Target key influencers that fit their brand or business, using their stakeholder maps from weeks 4+5 Use popular hashtags to reach key audiences and build relationships Run tweetbombs to achieve maximum exposure over a short period of time Facilitating tweetchats to drive engagement Critical Analysis To build analytical skills that are crucial for every social media manager students will need to build critical skills. Here students will: Monitor their peers campaigns Complete a critical analysis of their progress Reporting Students will prepare and submit a final report on the success of their campaign, for assessment. Digital Mums is perfect for me, it s so flexible I can do it anywhere. I now get to spend more time with my daughter while making my own money each month Kathryn Dyer, Digital Mum 14 15

9 Week 20 Assessment faqs Students will have their final report assessed by their peers and their course tutor. Additional Course Content Becoming a Freelance Social Media Manager Students will unlock additional content to support them to become a successful social media freelancer in week 20 to prepare them for being matched to a client. Setting Yourself Up As a Freelancer Managing Your Client This week students will: This week students will: Learn about tax implications Understand how to set up as a freelancer Learn additional skills for client relationship management Access useful templates and resources for managing their clients 16 17

10 before and during The training after The training Q: I haven t used social media platforms for a business before, only for my own - am I still eligible? A: That in itself means you are perfect for the training programme. We will teach you how to transfer your existing skills using social media to manage online communities effectively for businesses. Q: Do I need a background in PR or Marketing? A: We previously have required students to have this background. However, we are tweaking our eligibility criteria over the summer and redesigning our application process. From September, anyone will be able to apply for the course. However, a background in these fields definitely doesn t hurt your chances. Q: Am I guaranteed a place? A: Unfortunately not. We have a high level of demand for our course and a limited number of spaces. You ll have to pass our application process to get through. Q: Do I get a say in which business I will be matched with in the training? A: We want to match our students up with brands and businesses that are like-minded. Ideally we would want you to have an interest in that business. But beyond this we can t guarantee anything. Q: How many hours a week does the training require? A: You need to commit hours per week.this partly depends on you re own rate of learning. Q: What sort of computer equipment do I need? A: You need a decent smartphone and a device with a webcam - ideally a laptop. Q: Is the training all online? A: Yes! We do encourage everyone to meet their business if possible and we encourage students to meet each other outside of the training but this isn t compulsory. Q: Is there a guaranteed job at the end of the training? A: We cannot guarantee you a job. However, so far we have been able to find businesses for 100% of our mums that have passed our course and we plan to keep doing so. We get requests from businesses regularly for one of our students, so we re confident we can find you work. Q: Will the charity or business I work for during the training employ me afterwards? A: Again we can t guarantee you that they will. We try to pick organisations that have the potential to employ you afterwards, but the reason we match you with them is because you need to get live client management experience, which will make you much more employable. Even if they don t employ you, we will do our utmost to find someone who will. Q: What salary can I expect to earn at the end of the training? graduation to find out. Q: Do I get to keep all the money I make? A. Yes we don t take any of your earnings. Q: Can I find my own client? A. Yes we include training on how to find your own clients and we encourage mums to find the perfect client for them. We don t charge you or your new client for this. Q: I ve been out of work for a long time and am nervous about returning to the work place, is that ok? A: Yes! Other students that join the programme will be in the same boat. Through collaboration and team work, you will see your confidence return in no time at all! Q: Can I do it all in my own time? A: Most of the course can be done exactly when you want to do it. However, there are a couple of online sessions that are fixed in terms of date and time. Peer sessions are arranged when convenient to all the other students in your cohort. A: It really varies and is dependent on how much experience you have. Inexperienced freelance social media managers can charge anywhere from After 12 months, experienced social media managers can charge more. Q: How many hours a week do I need to work when I graduate? Q: Are there any breaks? A: It s entirely up to you. You can A: There are four weeks holiday work just five hours a week or you during the school holidays. can work 20 hours a week. We ll 18 be in touch a few weeks before 19