Search & Social Media Marketing

Programme overview

www.searchmarketing.salford.ac.uk1

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 2

Search & Social Media Marketing

3

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

4

Course integration with SEMPO Institute

• Foundation: – Insider's Guide to Search Marketing

• Professional: – Advanced SEO– Effective Social Media Marketing

• SEMPO Institute: www.sempoinstitute.com

5

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

6

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 SEODay 5 – Advanced keyword research• Keyword Discovery• Refining Keyword Lists• Practical application Keyword

DiscoveryDay 6 – SEO Diagnostic and Audit• SEO Server Configuration• Web Site Architecture• SEO Web Site Page Construction

& External influencesDay 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

7

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

ScheduleWeek 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

10

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