Workshop: Comms Essentials – Plan & Evaluate

Planning and evaluation might get pushed down your to do list but with this practical step-by-step workshop Sarah Lay will help you get it all done – a plan of content which will work for your audience, how to repurpose your content across channels to get the most from every idea, and evaluating the results to find the stories in the data – even when you are short on time.

What you’ll learn

All you need to know about online audiences

We’ll look at who’s hanging out where online, and what they’re doing while they’re there so you’re up-to-date with latest trends, and can use insights from your existing profiles to get a picture of who your audience is online.

Perfect planning when you’re short on time

We’ll look at how you can create a rolling editorial calendar for getting proactive with the day-to-day, how to keep this updated when you have a busy schedule, and how to get prepared to take the pressure off when you need to communicate in an emergency.

Creative content and how to repurpose

We’ll look at what types of content work best on different platforms, and some examples of how to be creative with public sector messaging and campaigns.

And we’ll look at how to take one message, create content and repurpose it across different social media platforms so you aren’t reposting the same thing in the same format and hoping for the best but you aren’t spending time you don’t have on reinventing it for your different profiles either.

Evaluation – getting insight from the data

Each social media platform has its own analytics for your posts, plus you’ve got your own website stats, and maybe data from elsewhere too. How do you bring it all together to tell you what’s working, what isn’t and give you the info on why?

We’ll look at the insights available on each platform, the key stats you need to focus on, why context is important, and how to bring it together and present it in a way managers and stakeholders find interesting and useful.

Who is this aimed at?

  • Heads of comms and managers taking a strategic view of social media and digital content
  • Communicators, marketeers and digital teams creating and managing social media and content day to day
  • Those across the organisation who are creating content or managing social media with limited resources or time
  • Communications teams who are evidence-based and working proactively, especially those with limited time or resources.
  • Communicators who need to use online and social media in a criss.

Who is your trainer?

Sarah Lay is a content and experience strategist with 20 years experience of delivering award-winning digital communications and transformation across the public and private sector.

She was among the first in the UK public sector to use social media and has delivered sector-leading digital projects for councils and High Street brands.

An experienced trainer she has worked with Nottinghamshire County Council, Boots UK, NHS Providers, universities, and trade associations as well as extensively across the music industry including as head of marketing for her own label, Reckless Yes.

What you’ll need

A web-enabled device, plus access to your own or your organisation’s social media profiles and insights.

Book now

Booking on this workshop will open soon for dates in Glasgow, Manchester, and London. Follow on social media or drop me an email if you’re interested in attending this course, or would like to have a chat about having it delivered in-house for your team.

Background image:

“Pocket calendar 2012” by Eszter Jani is licensed under CC BY-ND 4.0