2020 Social Media
MASTERCLASS
THURSDAY 23 JANUARY 2020
Ashling Hotel, Parkgate St, Dublin 8 | 09:30am-5.00pm
What can I expect?
In this masterclass, you will be provided with a roadmap to increase your online community, deepen engagement levels, improve social storytelling techniques and be prepared for a PR crisis that starts or escalates online.
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About the Trainer
Joanne Sweeney provides social media and digital marketing consulting and training to government agencies. A two-time published author, her books take a forensic look at how digital communications can be used for improved citizen engagement. Her current title Public Sector Marketing Pro has been described by Barack Obama’s former digital advisor, Tom Cochran as “the handbook I needed when in the White House.”
Joanne works with a broad range of government organisations across Europe. She has also developed her own accredited programmes - a 12-month Diploma in Digital Communications for Public Sector and a 6-week Certificate in Social Media Campaigns for Public Sector.
Her books are in policing and academic libraries across the world. With two decades of journalism, PR and media experience, Joanne’s digital skillset provide her with a rounded communications perspective in the Digital Age.
She is a preferred trainer for Google in Europe and is the organiser of the Public Sector Digital Marketing Summit in Ireland. She is a regular speaker at digital marketing conferences and events and has taken to stages in Brussels, San Francisco, Phoenix, London and Dublin.
Masterclass Outline and Agenda
Finding your voice and making an impact on social media can be difficult for a government agency. However, with a defined strategy that aligns with your corporate goals, social media has the potential to influence on issues of critical public importance.
| Time | Topic | Description |
|---|---|---|
| 08:30-09:00 | Registration | Networking |
| 09:00-09:15 | Welcome | Introductions and training objectives |
| 09:15-10:00 | Strategy | Leadership in the S3Age | The social media influence blueprint |
| 09:00-09:15 | Welcome | Introductions and training objectives |
| 10:00-10:20 | Break | Morning tea |
| 10:20-11:00 | Content | Content marketing | A guide to re-purposing pillar content |
| 11:00-11:45 | The changing face of public discourse on Facebook | |
| 11:45-12:30 | Visual storytelling | Mastering the Instagram effect | |
| 12:30-13:15 | Twitter as your digital PR war room | How to strengthen PR efforts | |
| 13:15-14:00 | Break | Lunch |
| 14:00-15:00 | LinkedIn for personal professional reputation | Positioning the public sector pro voice | |
| 15:00-15:20 | Break | Afternoon tea |
| 15:20-16:15 | Video | Social and live video | Mastering front of screen communications |
| 16:15-16:50 | SaaS | Essential tools and software | Efficient social media delivery |
| 16:50-17:00 | Close | Closing remarks |
Learning objectives and outcomes in a nutshell
How to influence public opinion on social media
How to execute public sector campaigns on social media
How to develop engaging content for social media channels
How to leverage social and live video for greater engagement
How to develop a social media content plan
Opportunities for the target audience once the training is complete:
- - Social media overwhelm and no defined roadmap
- - Understanding how to get engagement on each social network
- - How to prioritise channels and content
- - How to manage social media in a complex public sector organisation
- - Interpreting social media data for strategic decision-making
- - Streamlining work practices for efficiency and effective output
What is the challenge they are facing which will lead them to want to invest in the course?
- - Audit and iterate existing social media approach
- - Review priority tasks and reorient work practices and staff resources
- - Assign resources appropriately (ad budget, staff, training, software, equipment)
- - Use frameworks provided in the masterclass for mini-workshops in-house
- - Assess the priority social media campaigns to align with corporate goals
- - 12-month roadmap with goals and KPIs identified
Organisational benefit
- - Strategic approach to social media
- - Re-assignment of marketing budget where social media can deliver a return on investment
- - Upskilled staff
- - Ability to scale new approaches to social media across organisation
Additional marketing efforts
- - Promotional videos (infomercial style)
- - Interview with Joanne (soundbites edited
- - Free taster webinar
- - Social media posts (LinkedIn and Twitter)
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