Social Media Marketing Course

Table of Contents

Course Description

This course covers all things social starting with the philosophy of social media marketing, followed by how to develop social media strategy, tactics, social mobile and finally, how to pull it all together.

What You'll Learn

You will learn about the leading online social networks, pros and cons of each, including best practices and case studies for each as well as blogs/microblogs, consumer generated content, social mobile – and more importantly how to leverage these marketing channels for optimal results.


Montreal – Doha Skaf, Digital Media Supervisor at Omnicom Media Group

Toronto – Meg Siegel, Digital Strategic Planner at lg2

Vancouver – Julio Viskovich, Vice President of Marketing, rFactr

Who Should Attend?

This is an introductory course of value to all marketers, agency account directors, media planners and buyers as well as publishers, directors of sales and media representatives.

Although introductory, it is not intended solely to those with little or no experience or knowledge of social media, but to all who seek to better understand how they may generate benefits to brands.

Dates & Locations

City Language Date Venue
Toronto English March 10th, 2017 IAB Canada: 2 St. Clair Ave W, Suite 602
Vancouver English May 16th, 2017 Location Pending
Toronto English June 6th, 2017 IAB Canada: 2 St. Clair Ave W, Suite 602
Montreal French October 25th, 2017 Mediative: 1751 Rue Richardson #7300
Toronto English November 2nd, 2017  IAB Canada: 2 St. Clair Ave W, Suite 602


  • This course runs from 10am – 5pm and include a break for lunch.


1.0 Introduction

1.1 Introductions
1.2 What is social media?
1.3 A brief history of social
1.4 Where we are today

2.0 Where Social Media Fits

2.1 The New Consumer Journey
2.2 Paid, Earned & Owned Media
2.3 Social Spend Overview
2.4 Social media pitfalls to avoid

3.0 Social Media Strategy

3.1 Defining Objectives
3.2 Business goals & building your strategy
3.3 Finding your brand voice
3.4 Defining your target
3.5 Choose your platform

4.0 Owned Social

4.1 Community Management
4.2 Blogs
4.3 Measurement and ROI
4.4 Social Listening
4.5 Social Management Tools
4.6 Planning for the Negative

5.0 Social Media Platforms and Their Marketing Opportunities

5.1 Facebook
5.2 Snapchat
5.3 Twitter
5.4 Pinterest
5.5 Instagram
5.6 YouTube
5.7 Live Stream Advertising
5.8 Influencers
5.9 Social Gaming

6.0 Social Mobile

6.1 Location-based social
6.2 Augmented reality
6.3 Tablets

7.0 Social Commerce

7.1 Virtual goods & services
7.2 Social couponing

8.0 Putting It All Together...

8.1 Integrating Social with other Media
8.2 Case Studies

Educational Approach

This course is presented in-person by the instructor. Alongside the presentation that will be shown, industry produced videos are used to showcase specific explanations and points of view. The course is broken into several modules, each focusing on a specific digital discipline.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


Each binder of printed materials provided by IAB Canada is meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the seminar(s).