The basics of digital communications (C4026)

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

• 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.

• 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