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Exploit the potential and manage thechallenges of using social mediaOverview This course will give you a complete guide toyour options for using social media in the publicand not for profit sectors. It will show you how tonaturally interact with your audience to betterunderstand and positively influence them. Thecourse also fully considers your options oftechniques, tools and suppliers.Benefits to you and your company This course will get you up-to-speed with thelatest in social media and will explain whichmatter and which are over-hyped as a marketingtool. It will also help you to develop a plan,prioritising your different options and reviewingagency and toolkit suppliers to help withimplementation. Favourable comments andreviews positively influence attitudes, awarenessand preferences. By understanding techniques to influence audiences you can drive people tocontact you or engage with your content offline or online.Who this course is forThe course is for marketers who work in thepublic sector or the not for profit sector who need to know more about social media andsocial networking so they can assess itsrelevance, plan an approach or implement asocial media programme.What you will learn ßDistinguish between different forms of socialnetworking activity. ßAssess the value of a social network to yourorganisation.ßAssess which are most appropriate for thepublic and not for profit sectors.ßReview where your services are beingdiscussed. ßBuild social media and networking into acampaign. ßDevelop a plan to prioritise and implementdifferent forms of social media marketing. ßEvaluate approaches for integrating socialmedia into your own marketing.ßManage a crisis.Learning approachßHighly participative.ßSharing best practices.ßDay is divided into learning modules. ßEach module follows show, discuss, exercise format.Social Media Marketing for the Public Sector and NFPBook onlinewww.cim.co.uk 17Digital Marketing7 CPD hoursCoursecode0746Level FoundationDuration1 dayVenues and datesLondon201105October 201213March 06July 12NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßRunning Effective DigitalCampaigns (p22)ßSearch Engine Marketing(p14)ßDigital Marketing (p24)Moredatesandtobookonlinewww.cim.co.uk/0746Develop a legally compliant socialnetworking strategy7 CPD hoursCoursecode0433Level AdvancedDuration1 dayVenues and datesLondon201116November 201219April10July18OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßMust Know Law forMarketers (p88)ßData Protection forMarketers (p88)ßSocial Media Marketing(p16)Moredatesandtobookonlinewww.cim.co.uk/0433Overview Getting social networks right isn't simply a matterof choosing between Facebook and twitter!Social networks represent a fantastic opportunityfor engaging with your customers and prospects,but harnessing this power requires skill andknowledge. Managing the legal risks is a vitalelement of building your digital social marketingstrategy. Is your user generated content (UGC)going to land you in hot water?Benefits to you and your company Information law and privacy plays an increasinglyimportant role in the relationship betweencustomers and brands. Be a leader in the teamthat understands the issues and delivers theopportunities that social networks bring.Social networks are undeniably a greatopportunity. Realising this opportunity requires askilful, educated marketing team that canmitigate corporate risk and reputational damage,whilst exercising their core marketing skills. Who this course is forMarketers who are looking to maximise theirpotential in the development of online and digitalmarketing strategies. What you will learn ßHow to develop a legally compliant socialnetworking strategy.ßDefamation and Libel law and its impact onyour social network policy development andmoderation strategies.ßIntellectual property rights and the dangers ofsocial networks like YouTube.ßCoordinating your acceptable use policy (staffhandbook) and the requirement for staff toaccess social networks as a work tool.ßExamples and case studies showing you howothers have got it wrong. Libel on Facebook,copyright breach on YouTube etc.ßBest practice advice from UK and around theglobe on developing a social networking policy.ßExploration of the relevant legislation including;defamation and libel, copyright laws,information law and privacy etc.ßCase law and real-life examples oforganisations failing to manage the risks.ßReview and development of your own socialmedia policy.ßDeveloping a robust business case for youronline, social networking marketing strategy.ßHow the March 2011 extension of the ASA CAPCode impacts your social networking strategy.ßIntegrating marketing strategy into a widercorporate governance, risk and compliance(GRC) programme.Learning approachßAn interactive approach is adopted to allowdelegates to express concerns and ideasrelated to their own business.ßRecent and updated case law will be reviewed.Managing the Risksof Social NetworksNew course

Fresh perspectives on a core channel:email marketing best practice7 CPD hoursCoursecode0766Level FoundationDuration1 dayVenues and datesLondon201127September 06October 22November05December201209March 25July 24SeptemberBirmingham201115September201211June29NovemberManchester201117November Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßAdvanced EmailMarketing (p26)Moredatesandtobookonlinewww.cim.co.uk/0766Overview Email marketing has been a core tool in digitalmarketing for many years but it is often unable toachieve its full potential due to a lack of guidancein best practice, issues with spam and thechanging way in which we use email.Benefits to you and your company You will leave with a greater understanding ofhow to achieve and implement more effectiveemail campaigns. The course will give organisations the ability touse email marketing as part of their integratedstrategic marketing plan. As well as covering bestpractice, it will discuss the legal aspects of emailmarketing, allowing organisations to adhere tothe growing guidelines surrounding spam anddata protection.Who this course is for The course will suit anyone who hasresponsibility for delivering email marketingcampaigns, either in house or agency side. Boththose new to email marketing and marketers whofeel they could be getting more from their emailwill benefit. What you will learn ßPlan integrated email campaigns.ßDevise creative and copy to increase openand click-through rates.ßUse tests and tracking metrics to improveresponse.ßSelect email marketing management systems.ßBuild a house list.ßSource opt-in B2C and B2B lists.ßReview the latest on ethical and legalconstraints.ßDesign an effective email newsletter.ßMeasure and improve email campaigns.Learning approachCovering best practice and using case studiesand exercises throughout, the course offers apractical guide to the core techniques in digitalmarketing. Online tools and reference materialsare highlighted throughout so that the materialcovered can be put into practice immediatelyupon return to the office.Email Marketing"We've got an 'app' for that" - exploit mobile as it is poised tobecome the most importantmarketing channel in history!7 CPD hoursCoursecode1315Level FoundationDuration1 dayVenues and datesLondon201124November 201201February 22May04October Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßIntroduction to DigitalMarketing (p14)ßIntegrated DigitalMarketing (p23)Moredatesandtobookonlinewww.cim.co.uk/1315Overview Hundreds of millions of people are now accessingthe internet and social media sites like Facebookand twitter on mobiles. The explosive growth insuch usage is guaranteed to continue as moreand more people upgrade to smart phones. Thisworkshop will help you to get the best from thisincreasingly powerful and relevant medium.Benefits to you and your company This workshop will help you to understand thefundamentals of mobile marketing, includingunderstanding the jargon and how to use themedium to better engage and interact withconsumers in a multi-channel way.Your organisation will benefit from best practicetools and techniques tips to exploit this excitingmarketing medium in a sensitive, professionaland permission-oriented way, generating valuefor both consumers and your organisation.Who this course is forThis workshop is designed for marketers ordigital specialists who are responsible forcustomer communications, engagement andinteraction. It will be of particular interest to thosewho want to build knowledge and skills in mobilemarketing and the integration of mobile with bothtraditional and digital marketing tools andtechniques.What you will learn ßShort history with some staggering statistics(especially since 2010).ßBuild your mobile brand through appropriateengagement and interaction.ßDesign a 'permission based' and customisedmobile marketing plan and strategy.ßUnderstand how location (GPS) is drivinglocation based interaction.ßDevelop, test and implement successfulmobile marketing campaigns.ßUse tried and tested mobile marketing tips andtechniques to ensure success. ßAvoid common pitfalls (objectives, strategies,tactics, metrics.). ßDetermine whether 'apps' are appropriate andhow to market them.ßDevelop and execute mobile advertising, CRM,direct response, promotion and viralcampaigns.ßDevelop campaigns which comply with thelatest legislation, eg. privacy and electroniccommunications.ßUse metrics to measure your mobile marketingefforts and ROI.Learning approachA mixture of slides, case studies, discussion,exercises and mini-workshops, with emphasis onvalue added implementation with reference tobest practice.Mobile MarketingDigital Marketing18Training bookings and advice +44 (0)1628 427200