Course curriculum

  • 1

    Welcome to the Unit!

    • Welcome
    • Unit Structure
    • Your Workbook
    • Connect With Us
    • Let's Do It! Choose Your Case Study Organisation
    • Let's Talk! Introducing You
    • Join the Revolution, and the Australian Marketing Institute SME Hub
  • 2

    Module #1 Introduction to Strategy

    • Introduction to Strategy
    • 1.1 Setting the Stage
    • 1.2 Social Media Users In Australia
    • 1.3 Usage Patterns
    • 1.4 Social Media Marketing Opportunities
    • 1.5 How Social Media Marketing Can Help
    • 1.6 Let's Talk! What do you know?
    • 1.7 The Mysterious Newsfeed Algorithms
    • 1.8 Social Media Marketing Trends
    • 1.9 Social Media Marketing Strategy
    • 1.10 The Social Media Marketing Process
    • 1.11 Understanding the Social Media Marketing Process
    • 1.12 Strategy in Context
    • 1.13 Developing Your Social Media Strategy
    • 1.14 Let's Do It! Vision, Mission, Values
    • 1.15 Buyer Stages
    • 1.16 Strategic Ideas
    • 1.17 The 8-step Strategy Process
    • Let's Review
    • Module 1 Quiz
    • Module 1 Conclusion
  • 3

    Module #2 Start Where You Are

    • Start Where You Are
    • 2.1 The Social Media Audit
    • 2.2 Conducting a Social Media Audit
    • 2.3 Let's Talk! SWOTing your audit skills
    • 2.4 Review Online Presence
    • 2.5 Social Media Presence Template
    • 2.6 Let’s Do It! Review Online Presence
    • 2.7 Assess Profile Consistency
    • 2.8 Assess Profile Consistency Template and Example
    • 2.9 Let’s Do It! Assess Profile Consistency
    • 2.10 Analyse Performance
    • 2.11 Analyse Performance Example and Template + Combined Audit Template
    • 2.12 Let’s Do It! Analyse Performance
    • 2.13 Examine Competitors
    • 2.14 Let’s Do It! Examine Competitors
    • 2.15 Review SEO Results
    • 2.16 Let’s Do It! Review SEO Results
    • 2.17 Brand Identity
    • 2.18 Brand Identity Canvas Example and Template
    • 2.19 Let's Do It! Determine Brand Identity
    • 2.20 Conduct a SWOT Analysis
    • 2.21 Let’s Do It! Conduct A SWOT Analysis
    • Let's Review
    • Module 2: Quiz
    • Module 2 Conclusion
  • 4

    Module #3 Setting Social Media Objectives

    • Setting Social Media Objectives
    • 3.1 Introduction
    • 3.2 Top Down Strategy
    • 3.3 XERO example
    • 3.4 Buyer stages
    • 3.5 Awareness Metrics
    • 3.6 Consideration Metrics
    • 3.7 Decision Metrics
    • 3.8 Buyer Stages and Quantitative Objectives
    • 3.9 Xero Example – Quantitative Objectives
    • 3.10 Buyer stages and Qualitative Objectives
    • 3.11 Xero Example – Qualitative Objectives
    • 3.12 Set ‘S.M.A.R.T.’ Objectives and B.H.A.G.s
    • 3.13 Set Key Performance Indicators (KPIs)
    • 3.14 Buyer Stages and Social Media Tactics
    • 3.15 Social Media Objectives Example and Template
    • 3.16 Let's Do it! Set Social Media Objectives
    • Let's Review
    • Module 3 Quiz
    • Module 3 Conclusion
  • 5

    Module #4 Identifying Your Audience

    • Identifying Your Audience
    • 4.1 Audience Personas
    • 4.2 Creating Audience Personas
    • 4.3 Unique Audience Personas
    • 4.4 Audience Segments
    • 4.5 Persona Information Categories
    • 4.6 Persona Demographics
    • 4.7 Interests/Lifestyle
    • 4.8 Researching Online Behaviours
    • 4.9 Why Audience Personas Matter
    • 4.10 Audience Personas Influence ...
    • 4.11 Using my Audience Persona Information
    • 4.12 Where to start?
    • 4.13 Native Insights
    • 4.14 Staying up-to-date
    • 4.15 Target Audience Analysis Example and Template
    • 4.16 Let's Do It! Love Your Stats
    • 4.17 Audience Persona Canvas
    • 4.18 Let's Do It! Meet Your Audience
    • Let's Review
    • Module 4: Quiz
    • Module 4 Conclusion
  • 6

    Module #5 Choosing the Right Channels

    • Choosing the Right Channels
    • 5.1 Be Strategic About Selecting Your Channels
    • 5.2 Let's Talk! YOUR Favourite Channel
    • 5.3 The Big 5
    • 5.4 Facebook
    • 5.5 Instagram
    • 5.6 LinkedIn
    • 5.7 Twitter
    • 5.8 YouTube
    • 5.9 Audience Usage
    • 5.10 Channel Usage
    • 5.11 Channel Purpose
    • 5.12 Let's Do It! Personas meet Channels
    • 5.13 Content and Channel Choice
    • 5.14 What Type of Content Works Best?
    • 5.15 Buyer Stages and Channel Choice
    • 5.16 Existing Software and Systems
    • 5.17 Costs and Maintenance
    • 5.18 Mainstream vs Niche Channels
    • 5.19 Let's Do It! Time to Choose!
    • Let's Review
    • Module 5: Quiz
    • Module 5 Conclusion
  • 7

    Module #6 Content Strategy

    • Content Strategy
    • 6.1 Let's Talk! A Few of Your Favourite Things
    • 6.2 Content is King … but
    • 6.3 Content Categories
    • 6.4 Created Content
    • 6.5 Curated Content
    • 6.6 Don't 'Steal' Content
    • 6.7 Co-created Content
    • 6.8 Co-created Content Considerations
    • 6.9 User Generated Content
    • 6.10 Let's Do It! Categorise that!
    • 6.11 Content Purpose and Planning Template
    • 6.12 Content Decisions
    • 6.13 Let’s Do It! What's Your Content?
    • 6.14 Owned, Paid, Earned or All of Them?
    • 6.15 Media and Content Formats
    • 6.16 Content and Buyer Stages
    • 6.17 Buyer stages and Content - Awareness
    • 6.18 Buyer stages and Content - Consideration
    • 6.19 Buyer stages and Content - Decision
    • 6.20 Content Creation
    • 6.21 Stock image/video sites offer great content
    • 6.22 Use Canva to quickly design high quality posts
    • 6.23 Other image and video editing tools
    • 6.24 Reusing Content
    • 6.25 Content Scheduling
    • 6.26 Monitoring of Social Media Activity
    • 6.27 Content Calendar, Example and Templates
    • 6.28 Encouraging Engagement
    • 6.29 Developing Customer Service Strategies Example and Template
    • 6.30 Pillar Content Strategy Example and Template
    • 6.31 Social Media Content Strategy Example
    • 6.32 Social Media Strategy Alignment
    • 6.33 Content Strategy Examples and Templates
    • 6.34 Let's Do It! Build Your Content Strategy
    • Let's Review
    • Module 6 Quiz
    • Module 6 Conclusion
  • 8

    Module #7 Being Social

    • Being Social
    • 7.1 Ways to be social
    • 7.2 Collaboration
    • 7.3 Let's Do It! Collaborations!
    • 7.4 Influencers
    • 7.5 Influencer Marketing Stats
    • 7.6 Benefits of Influencer Marketing
    • 7.7 Constraints of Influencer Marketing
    • 7.8 Types of Influencers
    • 7.9 Selecting the Right Influencer
    • 7.10 Popular influencer marketing platforms
    • 7.11 Let's Do It! Find Some Influencers!
    • 7.12 Community Management
    • 7.13 Netflix: ... it’s hot
    • 7.14 Let's Do It! A positive response
    • 7.15 Building Your Online Community
    • 7.16 Social Listening
    • 7.17 Community Management Best Practice
    • 7.18 Let's Talk! Incoming!
    • 7.19 Let's Do It! What’s NOT your tone?
    • 7.20 Audience Feedback
    • Let's Review
    • Module 7 Quiz
    • Module 7 Conclusion
  • 9

    Module #8 Implementing the Strategy

    • Implementing the Strategy
    • 8.1 The Limits of Organic Reach
    • 8.2 Paid Advertising
    • 8.3 Targeting Your Paid Social Advertisements
    • 8.4 Paid Advertising and Buyer Stages
    • 8.5 Let's Do It! Why me?
    • 8.6 Creating a Social Media Budget Template
    • 8.7 Cost Categories
    • 8.8 Let's Do It! Budget time
    • 8.9 Identifying Required Resources
    • 8.10 Role Functions
    • 8.11 Meet The Strategy Team
    • 8.12 Meet The Creative Team
    • 8.13 Meet The Community Management Team
    • 8.14 Let's Talk! Your experience
    • 8.15. Action Plan
    • 8.16 Action Plan Phases
    • 8.17 Action Plan Template and Example
    • 8.18 Insource or Outsource?
    • 8.19 Let's Do It! Action Plan
    • 8.20 Legal and Ethical Requirements
    • 8.21 Copyright is …
    • 8.22 Australian Regulations and Law
    • 8.23 Data Privacy
    • 8.24 Social Media Channel Terms of Use and Advertising Policies
    • 8.25 Ethical Constraints
    • 8.26 Let's Do It! Reducing Risk
    • 8.27 Social Media Management Tools
    • 8.28 Tool Selection Criteria
    • 8.29 Native Social Media Tools
    • 8.30 Third-Party Tools
    • 8.31 Web analytics tools
    • 8.32 Let's Talk! Your experience again!
    • 8.33 Creating a Social Media Policy
    • 8.34 Social Media Crisis Management
    • 8.35 Developing a Social Media Crisis Management Plan Example and Template
    • 8.36 Policies and Procedure Alignment
    • Let's Review
    • Module 8 Quiz
    • Module 8 Conclusion
  • 10

    Module #9 Analysing and Reporting

    • Analysing and Reporting
    • 9.1 Metrics That Matter
    • 9.2 Aligning with Buyer Stages
    • 9.3 Awareness/Connect
    • 9.4 Consideration/Convince
    • 9.5 Decision/Convert
    • 9.6 Let's Do It! Your metrics
    • 9.7 Tracking Expenses
    • 9.8 Let's Do It! We’ve blown the budget!
    • 9.9 Measuring Effectiveness
    • 9.10 Investment/Costs
    • 9.11 Return on Investment
    • 9.12 Cost per Action
    • 9.13 Let's Do It! Calculators Out!
    • 9.14 Performance Reports
    • 9.15 Period and Trend Reports
    • 9.16 Online Art Store: Monthly KPIs
    • 9.17 Reporting Procedures
    • 9.18 What To Include and Reporting Templates
    • 9.19 Let's Do It! Report!
    • 9.20 Social Media Reporting Software
    • Let's Review
    • Module 9: Quiz
    • Module 9 Conclusion
    • SIRXMKT006 Develop a Social Media Strategy – Feedback
  • 11

    SIRKMKT006 Develop a Social Media Strategy – Assessment

    • Let's Assess - Assessment Task 1 - Integration option (delete this lesson if using the built-in submission option)
    • Let's Assess - Assessment Task 2 - Integration option (delete this lesson if using the built-in submission option)
    • SIRXMKT006 Develop a Social Media Strategy – Conclusion