Campus os Demand offers in-company, on-demand training tailored to your needs in Terrassa, as well as throughout Vallès.
Online reputation: what is it? What does it manage? How should we understand and address it, who is involved, and what risks do we take if we do not know how to manage our communication and our digital identity.
If you are self-employed, a company, a trainer, an artist, a celebrity, or you want to be, you should know that your digital identity is you on the internet, so you must know how to manage it properly.
What you will learn when you attend our training courses on online reputation, monitoring, digital identity, and social media management
1. Introduction
2. What is ORM?
3. Digital reputation plan
• Environmental analysis
• Diagnosis of your case
• Online presence plan (which online assets you have)
• Monitoring (what do they say about you online? Do they say anything? Do they say nothing? Do they say something bad and you want to change it? Do they say more about your direct or indirect competitors than about you?)
4. Development and implementation of the plan
• Management of your online presence (your assets)
• Monitoring your presence and that of your environment
• Development of your Online and Digital Communication Plan
• Stakeholder and audience map (identify influencers, communities, and change agents)
• Editorial calendar: content creation based on the
Audience map and prioritising stakeholder groups
• Online asset plan
5. Online spokesperson plan
6. Main threats in the ORM strategy
• Weaknesses in search engine positioning for keywords (de-ranking and content removal)
• Risks of not having an online spokesperson and lacking an action protocol
• Risks of not having an engagement plan (propagation and socialisation)
• Identify your Judases and your trolls so you are not left unprotected against enemies
7. ORM cases
• Success stories
• Crisis cases
8. Best and worst practices
• Best practices
• Worst practices
How to measure ORM
Social Media Analytics: tools for measuring results
1. Introduction
2. Social media indicators and return on investment
3. ROI (return on investment) in social media for good “Optimization”
4. The 10 key tools for the Community Manager
• Account management
• Bookmarks and aggregators
• Information aggregators
• Statistics measurement
• Conversation tracking
• URL shorteners
• Other measurement tools for the Community Manager
5. Integrating the social media strategy into the Marketing Plan
6. Digital marketing metrics
• Use of metrics
• Selecting the most appropriate tracking metrics
7. Company cases
Monetising virtual communities and social networks: objectives and content outline
1. Introduction
2. Key aspects for monetising social networks
• Networks
• Communities
• Value
3. Essential elements of our network strategy
• Social objects
4. Value creation
• How value is created in a network
• Problems that prevent value creation
5. Value and business
• Increase sales, reduce costs, generate satisfaction
• Direct revenue: sales and advertising
• Other ways to create value in a community
• Strategic guide for social networks and communities
Classes are delivered at the request of the interested student, group, or institution, whether in-company, at training centres such as universities, business schools, civic centres, at the organisation’s own premises, or in a coworking space.
Who delivers it
Campus os Demand is organised and led by communication professionals specialising in crisis management, ORM, SEO, SEM, and content creation, as well as content management and web and social analytics.
For this course, we have selected our instructor Selva María Orejón Lozano for the ORM sections, Crisis Management, and Privacy and Security online.
Óscar Garcia for SEO, SEM, and web and social analytics.
For Digital Security and Legal Protocols: Daniel Agudo.
