Integrated Strategy & Budgets
Social's role in brand, comms and CRM; budgeting and agency management at a senior level.
6 lessons · about 1 hours
Read it instead
Social isn't a publishing outpost. Module 23 is running it like part of the business.
Level 4 is the senior seat: where social sits next to brand, comms, CRM and search, how the year gets planned, how the budget gets built, and how it gets defended in the room where it's cut.
Lesson 1 is where social sits in the marketing mix. Lesson 2 is annual planning that sticks. Lesson 3 is building and defending the social budget: six lines and a worked example. Lesson 4 is in-house, agency or hybrid. Lesson 5 is managing agencies well. And lesson 6 is stakeholders, KPIs and the boardroom.
By the end, you can write a one-page annual plan, build a budget with every line justified, and translate social metrics into the language the board uses.
6 lessons. About 55 minutes. Level 4, module 23. Start with Where Social Sits in the Marketing Mix.
What’s inside
- 01Where Social Sits in the Marketing Mix
How a Head of Social positions the channel alongside brand, comms, CRM and SEO — and stops it being a publishing outpost. · 10 min
- 02Annual Planning That Sticks
A planning cycle, a portfolio split and a one-page plan format that survive contact with the real year. · 9 min
- 03Building and Defending the Social Budget
The six budget lines every social budget needs, a worked example, and how to defend the number in the room where it gets cut. · 10 min
- 04In-House, Agency or Hybrid
A decision framework for what to build internally and what to buy, with the real cost comparison behind it. · 9 min
- 05Managing Agencies Well
Scoping, briefing, fee models and quarterly reviews — how to be the client whose work agencies fight to do. · 9 min
- 06Stakeholders, KPIs and the Boardroom
Mapping the people who decide your budget, and building the KPI ladder that translates social metrics into business language. · 10 min
