SMK
SMK (Social Media Knowledge) is a Melbourne-based EdTech company founded in 2010 that delivers digital marketing and AI capability training through subscriptions, courses, in-person sessions, and consulting to enterprise, government, and professional clients across Australia, New Zealand, APAC, and the Middle East.
- Company typePrivate
- Founded2010
- HeadquartersMelbourne, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What SMK does
SMK (Social Media Knowledge) is a Melbourne-headquartered EdTech company founded in 2010 that delivers digital marketing and AI capability training to enterprise brands, government agencies, not-for-profits, marketing agencies, and individual professionals. Its offering centres on the SMK+ subscription membership plus individual online courses (A$1,295 each), in-person training events across Australia and New Zealand (A$1,395 per day), and customised in-house training, consulting, auditing, and one-to-one coaching engagements. The company reports training more than 100,000 professionals and supporting over 1,500 organisations since inception, with customers including Apple, HSBC, NAB, McDonald's, P&G, News Corp, UNICEF, Tourism Australia, Air New Zealand, General Motors, Ralph Lauren, Queensland Government, and Griffith University.
The technology layer supports an online member portal for course delivery and subscription management, Zoom-based live sessions for Working Sessions, Coaching Intensives, and Monthly Intelligence Labs, and a content engine producing 80+ courses across AI, paid social, organic social, content marketing, SEO, B2B, government communications, and crisis management, with over 30 hours of new content released monthly. Distribution combines self-service online purchases and SMK+ membership sign-ups with an enterprise field-sales motion for in-house training and consulting; geographic reach covers Australia, New Zealand, APAC, and the Middle East.
Revenue is generated through five streams: recurring SMK+ subscriptions (Standard, Premium, Elite), one-time individual course sales, in-person training tickets, in-house training and consulting, and coaching services. Pricing is published in Australian dollars and ranges from A$137/month for Standard membership to A$2,995/year for Elite one-seat membership, with multi-seat team pricing available. The business is privately held with no disclosed parent company, venture capital backing, or public listing; ownership commentary indicates a founder-led, independent operator with James Fitzgerald serving as Executive Director of Programming.
SMK firmographics
Firmographics- Name
- SMK
- Legal name
- Social Media Knowledge (SMK)
- Website
- https://smk.co
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- SMK (Social Media Knowledge) is a Melbourne-based EdTech company founded in 2010 that delivers digital marketing and AI capability training through subscriptions, courses, in-person sessions, and consulting to enterprise, government, and professional clients across Australia, New Zealand, APAC, and the Middle East.
- Ownership category
- akta.pro rank
SMK industry classification
Industry- Product category
- Professional Education and Training
- NAICS
- Professional and Management Development Training (61143), Business Schools and Computer and Management Training (6114), Computer Training (611420)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Online Learning Content & Course Publishing Platforms (BPAMAJAL)
Keywords
Where SMK is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SMK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- SMK+ Subscription Membership: Recurring subscription revenue from SMK+ membership plans (Standard, Premium, Elite tiers) providing unlimited access to course library, Working Sessions, Coaching Intensives, and Monthly Intelligence Labs. Billed monthly or annually with multi-seat team pricing available.
- Individual Course Sales: One-time purchase revenue from individual on-demand courses. Individual course price is A$1,295. Courses available for immediate access upon purchase.
- In-Person Training: Revenue from full-day and multi-day in-person training courses held across Australia and New Zealand cities. Pricing from A$1,395 per day or A$2,595 for both days. Includes courses like Generative AI in Digital & Social Media Marketing and Copilot, ChatGPT & Claude for Marketing & Communications.
- In-House Training & Consulting: Customized in-house training and consulting engagements for organizations. Tailored programs developed following a Digital Diagnostic process. Includes advisory services, capability assessments, and transformation programs.
- Coaching Services: One-to-one coaching, Strategic Sprints, Capability Bootcamps, and Retained Support packages. Coaching formats include 60-minute sessions, 2-4 week sprints, and 4-6 week bootcamps with async support via Slack/email.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Plan - Online courses and working sessions |
| Subscription | Annual | Premium Plan - Online plus in-person training |
| Subscription | Annual | Elite Plan - Full access with coaching |
| One time/ perpetual license | Pay-as-you-go | Individual Course Purchase |
| One time/ perpetual license | Pay-as-you-go | In-Person Training Course |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
SMK product offering
Product offeringCore offering
SMK delivers digital marketing and AI education through a subscription learning platform (SMK+) and discrete training products. Core offerings include 80+ online courses spanning AI marketing, social media strategy, content, advertising, analytics, SEO, B2B marketing, and government communications; in-person training courses across Australia and New Zealand; customised in-house training programmes; AI enablement services covering ChatGPT, Copilot, and Gemini; one-to-one coaching; auditing and benchmarking; and senior advisory consulting.
Product overview
SMK (Social Media Knowledge) is a global EdTech business specialising in marketing capability transformation, offering both subscription-based (SMK+ Membership) and one-off discrete learning experiences. The core product portfolio consists of: SMK+ Membership, a subscription programme combining unlimited on-demand course access with Working Sessions, Coaching Intensives, and Monthly Intelligence Labs; Online Courses as individual purchases or membership add-ons covering AI marketing, social media strategy, content, advertising, analytics, SEO, B2B, and government communications; In-Person Training for intensive face-to-face delivery across Australia and New Zealand; In-House Training for tailored organisational delivery; and AI Services including ChatGPT, Copilot, and Gemini Enablement. Supporting services include In-House Consulting & Advisory, Auditing & Benchmarking, One-to-One Coaching, and AI Advisory Strategy. The portfolio spans over 80 courses across AI, paid social, analytics, organic social, email, B2B, and government sectors, with new content released monthly.
Differentiator
Problem solved
Functional benefit
Products and services
- SMK+ Membership
- Online Courses
- In-Person Training Courses
- In-House Training
- AI Solutions & Enablement
- In-House Consulting and Advisory
- Auditing & Benchmarking
- One-to-One Coaching
- AI Advisory, Planning & Strategy
- Free SMK Labs Free 90-minute recorded sessions providing access to previously live events, available at no cost for 7 days.
Quantifiable outcome
- 100,000+ professionals upskilled since 2010
- +3 more outcomes
Companies that use SMK
Customer profileNamed customers22 records
Segments5 records
Ideal customer profiles5 records
SMK technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
SMK partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
SMK competitors and assessment
Company assessmentBroad incumbents
- Coursera: Large online learning marketplace offering professional certificates and specialisations in digital marketing from universities and companies. Comparable subscription/individual course model but much broader catalog spanning many disciplines.
- Udemy: Global online course marketplace with extensive digital marketing content from independent instructors. Comparable self-serve individual course purchase model but operates as a marketplace rather than a branded content publisher.
- HubSpot Academy: Free certification and training platform for inbound marketing, sales, and CRM, integrated with HubSpot's software ecosystem. Comparable to SMK's marketing training focus but free and tied to HubSpot's product suite.
- LinkedIn Learning: Large-scale professional learning platform from Microsoft with broad digital marketing and business courses. Overlaps with SMK's online course and subscription offering but at much larger scale and broader scope, including creators.
Direct peers
- BrainStation: Digital skills training company offering courses in marketing, data, design, and AI for professionals and enterprise clients. Comparable in its subscription-style and enterprise training approach targeting marketing and tech upskilling.
- Digital Marketing Institute (DMI): Specialist digital marketing education provider with certified courses and corporate L&D programs. Closely comparable to SMK's focus on professional digital marketing certifications and B2B upskilling engagements.
- Noble Desktop: Provider of digital marketing, design, and technology bootcamps and corporate training. Comparable practitioner-focused course catalog and corporate training delivery format to SMK's in-house and in-person programs.
- Simplilearn: Online professional training platform offering certification courses in digital marketing, AI, and analytics with enterprise partnerships. Comparable blended self-serve and enterprise B2B model with practitioner-oriented curriculum.
- General Assembly: Global provider of digital skills and marketing training through bootcamps, short courses, and enterprise upskilling. Directly comparable to SMK's blended subscription/in-person/consulting model targeting marketing professionals and enterprise teams.
Emerging players
- Hootsuite Academy: Social media marketing education program tied to Hootsuite's platform, offering certifications and courses. Comparable social media focus but narrower scope, platform-tied, and lower enterprise consulting depth than SMK.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SMK social profiles
Digital presenceSMK financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMK leadership team
Management profileNumber of profiles
Profiles1 record
SMK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SMK
What does SMK do?
SMK delivers digital marketing and AI education through a subscription learning platform (SMK+) and discrete training products. Core offerings include 80+ online courses spanning AI marketing, social media strategy, content, advertising, analytics, SEO, B2B marketing, and government communications; in-person training courses across Australia and New Zealand; customised in-house training programmes; AI enablement services covering ChatGPT, Copilot, and Gemini; one-to-one coaching; auditing and benchmarking; and senior advisory consulting.
Is SMK a public or private company?
SMK is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SMK founded?
SMK was founded in 2010. It employs 1,001 to 5,000 people.
Where is SMK based?
SMK is headquartered in Melbourne, Australia, in the Oceania region.
How does SMK make money?
Five revenue lines are on record. SMK+ Subscription Membership is the primary driver. The others are individual Course Sales, in-Person Training, in-House Training & Consulting and coaching Services.
Who are SMK's main competitors?
Broad incumbents on record are Coursera, Udemy, HubSpot Academy and LinkedIn Learning. Direct peers are BrainStation, Digital Marketing Institute (DMI), Noble Desktop, Simplilearn and General Assembly. Hootsuite Academy is listed as an emerging player.
Does SMK have an API?
No public API is recorded for SMK.
What industry is SMK in?
SMK's product category is Professional Education and Training. Its primary akta.pro industry code is BPAMAJAL, Online Learning Content & Course Publishing Platforms. Its NAICS code is 61143 and its SIC code is 8200.