Training programme

Covering all essential aspects of online communication

A dozen training sessions are enough to properly master the essentials of online communication with our very rich, hyper-operational, and still concise courses.

Existing training modules are updated on a regular basis, in line with the ever-evolving online communication landscape.

New modules are also regularly added to the programme. The icing on the cake is that the training sessions are systematically customised to meet trainees and clients’ requests.

Philippe Félix delivering a communication training for Europe Direct

Strategy & Planning

Communication Strategy

Communication strategy is the foundation of any communication project. Defining exactly where you want to go and how to get there is the only way to make a communication initiative truly successful.

This module presents the basis of a sound strategy, and the essential questions it raises: why (objectives), who (target audiences), what (messages), where (communication channels), when (planning), and how (resources & tools).

Of course, it explains how to provide the most relevant answers.

Photo credit: unknown.

Content Strategy

Content strategy is about translating communication goals into a plan, that uses content as the primary means of linking your objectives with user needs.

This module presents all the disciplines to be mastered and the dozen steps to follow for developing a killer content approach.

The training is abundantly illustrated with best practices, which are customised according to the trainees’ identities, while providing many practical tips & tricks.

Photo credit: John Deere portrait, Public Domain

Engagement Strategy

Engagement strategy is one of the most critical aspects in today’s online world, where the insane profusion of content on social networks usually makes content publishers invisible.

The goal here is to master the different methods of creating strong and committed communities.

This session presents the six core elements of engagement, including the concept of customer journey, methods to build, grow and leverage a community, and smart community engagement rules.

Photo credit: Uncle Sam, painted by James Montgomery Flagg, 1917, Public Domain

Storytelling & Content

The Art of Storytelling

Communicating is all about storytelling. But what is a good story, its essential ingredients, and above all, why and how do we tell good stories?

This training session provides clear and concrete answers to these questions, with numerous examples selected from all fields.

Beyond the theory, which often refers to famous storytellers, trainees discover how yesterday’s storytelling techniques are still valid in today’s world of digital communication.

Photo credit: Le Petit Prince, Antoine de Saint-Exupéry, 1942, Public Domain

Running a website nowadays

A dozen years ago, many experts claimed that the Web was dead. Today we know that is untrue. Although the Web’s main function has changed in the Internet’s wider ecosystem, no company or institution can go without it.

Therefore, identifying the complementarities of the Web vis-à-vis other channels is essential to develop websites that strike!

This training session presents the seven main steps to follow to develop, maintain, promote, and operate a website fully aligned with current uses and expectations.

Photo credit: Modern Times, Charlie Chaplin, 1936, United Artists, Public Domain

Social Media engagement tactics

Engagement tactics on social networks are arguably the most rapidly evolving area in online communication.

This training session lists some twenty-five tactics currently used to engage audiences, according to their characteristics.

Depending on the social channels used, operational tips will be catered for their specificities and complementarities. Finally, this session reviews the major current and emerging trends, across all channels and sectors of activity.

Photo credit: Gone with the Wind, Victor Flemming, 1939, Public Domain

Promotion & Monitoring

Search Engine Optimisation

In the digital communication world, if you don’t exist on Search Engines you don’t exist at all.

Optimising content for improved referencing is a hyper-complex alchemy, which requires multiple skills ranging from content production to technical fine-tuning.

This module lists all possible methods to improve a website’s referencing, while considering that writing for the web means writing for humans and algorithms.

Photo credit: Catch me if you can, Steven Spielberg, 2002, Copyright © DreamWorks SKG

Online Marketing

This session covers most of the online marketing techniques that are structured around Search Engine Marketing (SEO, SEA, Display Ads…), and Social Media Marketing (SMO, SMA…).

The focus is set on five main channels: Google, Facebook, Instagram, Twitter and LinkedIn, which are presented with their main characteristics, formats, and features. 

Practical demonstrations explain how to define goals, target audiences and budget, creating effective landing pages, launching and evaluating advertising campaigns.

Photo credit: Mad Men poster, 2007, Copyright © Joe Hamm

Mastering analytics

This more technical module presents the functionalities of five analytics platforms: Google Analytics, Facebook Insights, Twitter Analytics, LinkedIn Analytics and Instagram Analytics.

Participants learn the metrics used to understand user behaviours, but more importantly how to interpret them to validate a strategy’s consistency (business objectives, goals, KPIs, target numbers and audience dimensions) and the evolution of results (traffic, engagement rate, sentiment analysis…) over time.

Photo credit: The Adventures of Robin Hood, Michael Curtis & William Keighley, 1938, Warner Bros, Public domain

Better performing online

Legal obligations

Online presentations

Covid-19 reduced our movements and accelerated a necessary change in our working methods. We now work online, and often hold meetings or presentations remotely.

Unfortunately, “95% of presentations suck(*) and can ruin your message.

This training module takes a very practical approach towards being or becoming an excellent online presenter. This includes the art of building a good story, choosing the most impactful visuals, and mastering the often-problematic technical aspects.

Finally, the module addresses the aspects related to the personal performance itself, which ultimately makes the difference between a good presentation and a bad one.

(*) Guy Kawasaki foreword for Garr Reynolds “Presentation Zen”

Photo credit: Oprah Winfrey receives the Minerva award, 2010, Robin Beck / AFP via Getty Images

The Art of Pitching

This training session has been specifically developed for start-ups who need to present their projects and convince their audience (partners, investors, prospects…) of its quality in a few minutes.

Trainees learn the key qualities of a good (online) pitch, alongside its essential and optional components.

Naturally, pitching is about storytelling again, presentation quality and personal performance, but most importantly, the tips & tricks that transform a classic presentation into an original, interesting, convincing, and memorable pitch.

Photo credit: Better call Saul Jimmy Car, 2015, Ben Leuner / AMC

GDPR made simple

GDPR has totally disrupted the web, guaranteeing users’ rights over their private data, and forcing organisations dealing with such personal data to respect strict principles and rules. Many organisations consider that they know what the GDPR is, and that they are compliant with it. However, they are often mistaken.

GDPR is indeed a complex and subtle legal topic made up of 99 articles that are almost impossible for the average person to fully understand.

Exxeed offers you a very clear, synthetic and comprehensive training session which will allow you to know if you have already done things well, or if you need to do better.

Photo credit: A fish called Wanda, Charles Crichton, 1988, Copyright © Metro-Goldwyn-Mayer

New modules available soon

Twitch and Discord. Why and how to integrate them into you digital communication ecosystem?

Metaverses, new communication spaces or ephemeral dystopias?

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