The basics of digital communications (C4026)

Formation inter-entreprise

À qui s'adresse la formation?

Anyone wishing to develop their knowledge of digital communication: manager, communication officer, web editor or small business leader.

Durée

25,00 heure(s)

Langues(s) de prestation

EN

Prochaine session

Prérequis

None. However it is recommended to have basic understanding of the web and social media and some experience in a communication-related position.

Objectifs

  • Define and develop a digital communication strategy.
  • Analyze current digital communication strengths and weaknesses.
  • Generate website traffic.
  • Write for the web and editorial marketing.
  • Establish a communication plan and be able to define success metrics.
  • Understand current web and social media platforms and when they are effective.

Contenu

  • The basics of communication
    • Definition of communication (Communication vs. Information).
    • Different types of communications (Project/Product/Corporate/Events)
    • Case Studies.
  • Digital communication specifics
    • Understanding the environment: Web 1.0, 2.0, 3.0? The "consumer".
    • Learning the digital communications channels: Web Site/Blog, Social Networks, Newsletters, online video
    • Web Media Specifics (Space, Time, Interaction)
  • Evaluating Your Communications
    • Conduct a Digital Communications Audit. Compare your activities with competitors.
    • Identify weaknesses, strong points and opportunities
    • Putting in place corrective actions
  • Developing your digital strategy
    • Defining a Web Strategy: what are the site objectives, what are the traffic creation vectors, how to convert visitors to customers
    • Understanding the Keys to Online Marketing
  • Content
    • Different types of formats: Images, infographics, videos, white papers, testimonials, interactivity
    • Discovering online tools: blogging, events, surveys, forms, collaboration, planning
  • Editing
    • Editorial strategy, SEO and content marketing
    • Mastering web writing and editorial ergonomics. Applying drafting standards and the effective use of editorial formats.
    • Ensure the quality and consistency of its communication (charter, editorial tools...)
  • Social networks
    • Overview of social networks: how they function and their usefulness
    • Communications and viral marketing
    • Community management
    • Keys to developing viral content
  • Outbound communications
    • Email and newsletters: tools, methods et good practices
    • Creation of a newsletter using Mailpoet
  • Communications strategy
    • The communications plan: developing and implementing a communications strategy
    • Organizing your communications: practical tools
  • Putting It all together
    • Build your communications plan

Ces formations pourraient vous intéresser