Social Media Marketing Specialist – STTA

Position Overview

One of the Activity’s objectives is to ‘Increase fair and responsible trade and private sector investment in goods and services (between Myanmar, the US and other partner countries)’ (Objective 1) by ‘Increasing internal and international trade (Intermediate Result 1.2). To achieve this objective the Activity will work with local businesses to open the door to alternative sales channels through improving technical skills and understanding of various social media platforms with a focus on Facebook and LinkedIn. (Task 1.2.2.6)

Social media allows businesses to connect and engage potential customers whether that is on LinkedIn, Twitter, YouTube, Facebook, Instagram, and even some younger platforms like TikTok. (Note Facebook is most common social media platform in Myanmar, while LinkedIn can serve as a way to facilitate third-party due diligence). With a strong social media strategy and the ability to create engaging content, businesses can engage their audience. Even though business-to-business (B2B) companies seek to sell products to other businesses, B2B marketing is still built on human relationships. Social media has long been used to grow these relationships. Without in person events, B2B marketers need an outlet to connect with prospects and partners, this can be achieved most effectively via social platforms. By using social media, businesses can build brand awareness, generate leads, nurture leads, implement social listening, connect social post to opportunities, measure marketing efforts, build brand authenticity, drive thought leadership, grow an audience, build a community, generate unique content at scale, and stay top of mind with key people.

Roles and Responsibilities

The consultant will focus on building the capacity of SME’s learn how to develop a social media marketing strategy, at the same time learn how to create awareness of their brand (company), reach new audiences, and increase engagement using Facebook and LinkedIn. This will be achieved through the development of a guide and training.

At the completion of the training, participants should be able to 1) differentiate among the different social media platforms and develop a social media marketing strategy, 2) established a sustainable presence on Facebook and LinkedIn, 3) schedule and create content across the two platforms with consistent narrative and tone of voice, 4) increase engagement with the target market across Facebook and LinkedIn, 5) execute a social media strategy or a campaign and measure its impact using metrics, 6) understand online copyright and social media policies and 7) best practice for social media. Following the training, it is intended that the course be available online, on demand, scalable and sustainable.

Task 1 – Develop best practice improving social media marketing guide

The consultant will develop a best practice comprehensive social media marketing guide. The guide will focus on how to create a social media marketing strategy and awareness of one’s brand, reach new audiences and increase engagement through Facebook and LinkedIn.

The guide will consider the different factors that drive social media marketing at the same time introduce key digital marketing knowledge aligned to Facebook and LinkedIn including topics and subtopics 1) what is social media marketing and a description of the various platforms, 2) Identify and understand the key uses of Facebook and LinkedIn, 3) Understand the benefits, challenges and features of advertising and having a presence on Facebook and LinkedIn, 4) Developing a strategy that is in line with buyers stages on Facebook and LinkedIn ads structure, 5) Designing and setting up new campaigns, types of content to consider, organizing and curating social content. 6) Understand targeting demographics and add placement options, 7) Identify the core principles of effective community management, 8) Tracking and Retargeting, and 9) Measurement and Reporting.

The guide is to be practical and user friendly, targeted towards SME staff and individuals that would like to learn more about social media marketing to grow their brand, audience, and engagement using Facebook and LinkedIn. The guide would be a standalone document (used on its own), including useful templates and tools. The guide should be highly readable with the use of sufficient white spaces, bullets, information graphics, simplified language, tools, and case studies.

Deliverables – The consultant will produce the following deliverables:

• Review best practice improving social media marketing guides and training, in particular those on Facebook and LinkedIn.
• Preliminary guide content outline.
• A guide draft and subsequent final draft with annexes in word format (English), using a prescribed template. The guide will be translated into Burmese at the Activity expense.

Task 2 – Develop best practice social media marketing training course

The consultant will develop a course syllabus and PowerPoint deck based on the’ guide in Task 1. The syllabus will be used as the foundation for the delivery of a live webinar, lasting six hours in duration, split into two three-hour sessions. The course will allow ample time for questions and answers, and practical exercises.

At the completion of the training, participants should be able to 1) differentiate among the different social media platforms and develop a social media marketing strategy, 2) establish a sustainable presence on Facebook and LinkedIn, 3) schedule and create content across the two platforms with consistent narrative and tone of voice, 4) increase engagement with the target market across Facebook and LinkedIn, 5) execute a social media strategy or a campaign and measure its impact using metrics, 6) understand online copyright and social media policies and 7) best practice for social media.

Deliverables – The consultant will produce the following deliverables:

• A detailed course syllabus in a format provided by the Activity, but which would include but not be limited to the course objectives, target audience, learnings outcomes, learning modalities, topics and subtopics, time allocation for each topic and subtopic, practical exercises, and any mini case studies. The course topics and subtopics should be aligned with improving social media marketing guide (task 1). The syllabus needs to ensure sufficient practical exercises to ensure that at the end of the training the participants have the tools to create and execute a social media marketing strategy.
• A course PowerPoint deck using the prescribed template. The power point deck should make use of illustrations, diagrams, text boxes, minimal text, test questions, and case studies where appropriate. The PowerPoint desk will be uploaded into the Activity selected learning management system (LMS). The PowerPoint deck will be translated into Burmese at the Activity expense. The E-Learning Best Practice report will serve as a guide for constructing the syllabus and training course. Need to include instruction notes that can be used for task 3.
• A draft email to send to potential participants briefing describing the points in the syllabus, as well as the clear value proposition for the participants and their companies. The email will be translated into Burmese at the Activity expense.

Task 3 – Provide training to a local consultant

The consultant will train a local consultant on the in-depth intricacies of the guide as well as its corresponding PowerPoint deck at a level where the local consultant can effectively deliver in Burmese a six-hour live webinar (split into two sessions) for individuals and SMEs. The Activity would organize and manage the live webinar.

Deliverables – The consultant will deliver the following deliverables:

• Completion of (train the trainer) local consultant, training in a high-quality manner, review of guide and slides, coaching on presenting, provide a recording of yourself delivering the training as a practical resource.
• Present during all live webinars.
• A de-brief with the local consultant after the live webinar.
• A summary report of the training, including a list of participants, participants’ feedback, and recommendation on how to improve the training in any subsequent delivery. To be done in collaboration with local consultant.

Task 4 – Ongoing support to local consultant

The consultant will provide ongoing support to the local consultant as needed. The ongoing support will enable the local consultant to preserve the knowledge and skills learnt and maintain the high level of proficiency to deliver follow-up training as needed.

Deliverables – The consultant will deliver the following deliverables:

• Remain available to be contacted via phone or email for Q&A regarding the trade participation guide over the course of one year.
• Arrange at least one follow-up refresher training to the local consultant.

Qualifications

• Bachelor’s or master’s degree in digital marketing, marketing, communications, or a related field.
• Proven work experience in social media marketing or as a digital media specialist with Facebook and LinkedIn.
• Practical experience creating and managing social media accounts for businesses and organizations, with Facebook and LinkedIn.
• Experience developing brand awareness through social media channels Facebook, LinkedIn and others.
• Up to date with the latest digital technologies and social media trends with a commend of each network and their best practices.
• Understanding of analytics software to track performance of social media campaigns and make adjustment where necessary.
• Experience developing social media marketing strategies based on clients’ needs and objectives that drive brand awareness and sales.
• Excellent consulting, writing, editing (photo, video, text) presentation and communication skills, copy writing, graphic design, web design and strategy.

Preferred Qualifications:

• Demonstrated experience in designing quality social media marketing training guides and training syllabus.
• Understanding of Myanmar SMEs sector.
• Excellent research, writing, editing, reporting, and oral communication in English in a clear and concise manner, at the same time strong analytical, research, synthesis, presentation and drafting skills.
• Demonstrated experience in performing similar work (assignments) in social media marketing training.
• Experience undertaking train the trainer.

Work Procedures

The Consultant will be provided with further detailed instructions that outline DAI’s work procedures, which the Consultant is required to follow, including:

• Documents must adhere to ADS 501 ADS Style and Format Guide particularly in the sourcing/referencing in footnotes primary and secondary reference materials.
• The Consultant must use the provided USAID Report template provided by DAI for his work.
• Documents must be saved using DAI’s file naming procedures.

Application Instructions

Applicants should submit their CV via the link below and are encouraged to apply as soon as possible as interviews will be conducted on a rolling basis. Due to the volume of applications that we receive and the urgency to fill positions, only shortlisted applicants will receive notifications on the next steps.