Course Curriculum

Social Media ROI, Goal Setting, and Budgeting Course

4sections
18lectures
1h 30mtotal

What you’ll learn

  • Calculate the Return On Investment of your Social Media Marketing efforts

  • Set effective goals you can actually achieve

  • Create bulletproof budgets for any campaign

  • Level-up your social media career

01

Introduction

1 lecture • 1min

  • Introduction

    Translate your business goals into social media goals, learn what social media is and how to calculate it, and set your social media budget. Explore the workbook with practical exercises.

    0:40
02

Social Media Goal Setting

4 lectures • 30min

  • Turn Your Business Goals Into Social Media Goals

    What You’ll Learn Why having clear business goals is important for social media The difference between brand success and business success What a sales funnel is How to simplify the sales funnel for social media goal planning The three types of social media goals

    14:25

  • Tracking Social Media Metrics

    What You’ll Learn What social media metrics are Why metrics matter Which metrics align with awareness, consideration and action goals

    6:45

  • How To Benchmark For Social Media

    What You’ll Learn What a social media benchmark is How benchmarks give our goals context The three types of benchmarks How to use our benchmark to reach your total goal

    5:38

  • Setting SMART Goals

    What You’ll Learn What S.M.A.R.T. goals are How to apply the S.M.A.R.T checklist to your social media goals How to create bulletproof goals with the social media goal template

    3:30
03

Social Media ROI

8 lectures • 29min

  • What Is ROI?

    What You’ll Learn The definition of ROI Why we calculate ROI Where ROI fits within a campaign The difference between positive, negative and break-even ROI

    3:23

  • The ROI Formula

    What You’ll Learn The formula for calculating ROI The five steps to completing the ROI formula easily

    4:40

  • Scope and Measurement

    What You’ll Learn Why you need to define the scope of your ROI measurement How to define your scope The difference between measuring sales and conversions How to calculate conversion value

    7:51

  • Social Media Profit

    What You’ll Learn The definition of profit How to calculate profit as a business owner How to define your profit margin How to use profit margin to define your client’s total profit How to calculate total conversion value

    3:05

  • Social Media Investment

    What You’ll Learn The definition of social media investment The three elements of investment: salaries, tools, and spend

    2:25

  • Case Study 1: Becky's Hair Salon

    What You’ll Learn How to apply the ROI formula to a typical social media marketing campaign

    3:29

  • Case Study 2: Ramona's Flowers

    What You’ll Learn How to apply the ROI formula yourself through a case study

    1:46

  • Cast Study 2: Knowledge Check

    Activity

  • Investment To Return Ratio

    What You’ll Learn What the investment to return ratio is How to calculate your investment to return ratio How to use your ROI Cheat Sheet

    2:39
04

Social Media Budgeting

5 lectures • 30min

  • Budgeting In Context

    What You’ll Learn The four kinds of context you need before you start budgeting Two ways to set your business’ social media budget

    5:35

  • The Four Elements Of Your Budget

    What You’ll Learn How to calculate your human resource costs How to define your tools and materials costs Where paid media spend fits into your budget How to calculate your budget reserve

    5:36

  • Estimation Techniques

    What You’ll Learn The difference between  guessing and estimating The three-point estimation technique How to estimate through benchmarks How to estimate using sales figures The definition of a dummy campaign

    9:26

  • The Cost Of Content

    What You’ll Learn Why content costs vary Why content is a tactic rather than a goal How to estimate the cost of your own content production How much content is enough to meet your goals The best practice post frequency across different social media platforms

    3:47

  • Constructing Your Budget

    What You’ll Learn How to work with a small budget When to add a mark-up to your budget How to construct your social media budget

    5:37