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Social Media Marketing – Mgt. X476.25 -Outline

by | Apr 3, 2014 | Other

Social Media Marketing Outline

Course Number: Mgt. X476.25

 

Instructor: Adjunct Professor – Kim “Kat” Shepherd
Number of Units: 3
Email: [email protected]
Number of Hours: 30
Class Dates: 03-APR-14 through 05-JUN-14(no meeting May 1, May 7)Students that miss more than one class period will automatically reduce their grade two levels.
Times: 6:00-9:30 pm
Prerequisite: None
Methods of Instruction/Teaching Method: Lecture, hands-on coaching, group discussion, case analysis, projects, homework and activities.
Required Text/Reading: The Social Media Bible: Tactics, Tools, and Strategies for Business Success (third edition)
ISBN: 978-1-118-26974-9

Description:

Savvy marketing professionals use YouTube, Twitter, Facebook, Linkedln, blogs and  other social  media marketing tools to reach new  markets. Participants in this course learn the marketing principles and practices most commonly used  for social  media marketing. Topics  include new  channels of  social media marketing and  Web  2.0; case  studies and  real­ world success stories; do’s  and  don’ts of  social  media marketing; online social  network management; user  generated content; content sharing; blogs,  podcast, wikis, tracking leads  and  lead  generation; measuring success; budgeting for social  media marketing; current and  future trends; and  how  to  evaluate social  media marketing as part  of an  overall marketing strategy; current and future trends.

 

  • Upon completion of this course, participants will:
  • Develop an understanding of social media marketing including new tools and trends
  • Be able to analyze how to integrate social  media marketing into an overall marketing campaign
  • Identify limitations and benefits of social  media marketing
  • Establish budget  and return on investment standards relating to a social media  marketing campaign

Topics:

  1. Explore the social media framework. (3 hours)
  2. Learn the advantages of the social feedback cycle. (3 hours)
  3. Strategies in touchpoint analysis, influence and measurement. (3 hours)
  4. How to develop a social media campaign. (3 hours)
  5. Discussion of the various social media platforms and content. (3 hours)
  6. Case study (3 hours)
  7. Case study review and analysis (3 hours)
  8. Establishing a plan – objectives, measurements and return on investment. (3 hours)
  9. Presenting your social media plan.  (3 hours)
  10. Final Review of the social media plan within the content of a marketing plan (3 hours)

 

Class Project Overview

Throughout this class we will be working toward completing our class project. I will be providing you more information but wanted to give you an overview. You will notice that each week you will be working on a portion of the project and by the final weeks you will have the majority of it completed. The most important thing is that you DO NOT fall behind and that you get each week’s portion completed.

 

Building Your Personal Brand- A Personal Social Media Marketing Plan

Part 1: Your blog

Develop a personal blog for yourself under your name. You will be basically treating yourself as a company that you will be “selling” online. In order to do that, you will need to use Blogspot to build your own blog page. Your blog must include the following: a) Widgets for: Twitter feed, blog archives, recent posts, followers b) An about me section that includes your personal bio and abbreviated

Part 2: Social Media Presence

a) Facebook page with at least 15 friends/fans; weekly posts as instructed on the weekly assignments

b) A Linkedln profile with at least 10 professional connections and join at least 3 groups that are of interest to you.

c) Establish a list of favorite Delicious links relating to Social Media topics or your area of specific interest with at least 10 favorite websites.

d) Twitter Profile and Tweets of weekly assignments posted on your blog

 

 

Part 3:  Final presentation of your Social Media plan on PowerPoint.

a) Will be presented in class

b) Will be posted on Slideshare or Prezi

 

Lesson   1 -2 Overview/lntro:Social  Networks:In class:  set up Gmail; Blog; Connect with other studentsFacebook for personal& business profiles; Set up blog-“Friend” your  classmates+ 20other friends-link with  at least  10professional contactsIntro to Wikis
  1. Set up your own  personal blog page make your first  post that
    1. Explains why  you are  taking  this  class
    2. Discusses what you hope   to get out of it?
    3. How you plan to apply what you learn in this class.
    4. Make an announcement of your  post on FB
    5. Class  blog post:  In the class blog page answer the discussion question:
      1.  What do you think is Social Media?
      2.  Why are Social Networks important in the marketing mix?
      3. Create a Wiki Account
        1. Make an entry on a wiki
 Chapters1,2,4
Lesson  3 Social Media Campaign: How toleverage social  mediaSocial media as feedbackBuilding CommunitiesIn class: linking your  profiles
  1. Find articles on Personal branding using Blogging:  Write a post of at least two paragraphs and a list of ten tips on your blog (In your own words – must list sources – Post on your blog

(Due Sunday @midnight)

  1. Make an announcement of your blog post on your FB page.
  2. In addition to your post make a response post to at least 2 of your classmates (Due by Wed  at 3pm)
  3. Linked In/Google update information and join communities you can legitimately benefit from joining and could contribute to the conversation.
    1. Make two  posts  on two  different article / topics
    2. Reply  to my Blog post  (in our class  blog) on virtual communities
    3. Explain what communities you participated in, you experience and take-away. (Due Wed at 3pm)
 Chapters5,6,7
Lesson  4 Overview of Marketing Plan Managing & Keeping upRSS Feeds, Social Bookmarking,Google  AlertsTwitter for Business andPersonal
  1. Set up Twitter Account & Profile; follow at least 5 people/organizations plus all of your classmates.
  2. Personal blog:
    1. Post a summary of what 5 people/organizations you have decided to follow on Twitter and how following these Tweets will help you to build your brand.
    2. Tweet a link to this post and make an announcement post on you FB page (due Sunday             Reply  to at least 2 classmates by 3pm Wed.
 Chapters13, 8,11,12
Lesson  5 Quiz 1- At start of classMarketing withVideo/Pies/AudioSharing Video/Photo/AudioYouTube, Flickr, Podcasts
  1. On your blog, post a VLOG that serves as a 3 minute self-introduction/bio. Focus on your strengths personal objectives and why you value social media.
    1. Make an announcement on your FB page and make a Tweet. (Due Mon  at midnight)
    2. Reply to at least 2 classmates (due Wed at 3pm).
    3. On our class blog page. Reply to my post on VLOGs.
      1. Include a summary of your take-away (learn) from this assignment
      2. What were the challenges?
      3. What did you enjoy?
 22-24
Lesson  6
  1. Consider how will you your return on investment. Detailed requirements will be outlined in class.  You will post a summary of your findings on your personal blog.
    1. Make an announcement on your FB page & Tweet it (due Sunday at midnight.
    2. Make a reply  post to another student’s blog (due by Wed. at 3pm)
 Chapters24-26
Lesson  7 In-class Case studies Present case studies in class.Blog a summary of the findings of your case study. Respond to at least 2 classmate’s posts. Chapter 21
Lesson  8 Using Social Media for MktgResearch & Virtual teams:             Information provided separately.Skype/Go to Meeting/ Instantmessenger/Twitter live Log into “Go-to-Meeting” to discuss case study.Information provided separately.Make a post on your blog about the strengths and weaknesses of using Social Media Networks to facilitate market research. What are the pro’s & cons of using Twitter Chat and services like Skype and Go-to-meeting etc. (due by Sunday at midnight). Reply to at least  2 classmates by Wed  at3pm. Chapters15,19,20
Lesson  9 Quiz 2 start at the start of class Make a post on your personal blog regarding the In-class guest speaker. Make an announcement on your guest speaker           FB page & Tweet it (due Sunday at midnight). Replyto at least 2 classmates (due Wed at 3pm).Twitter) sites. Post a summary of your findings to our class blog. Make an announcement on your FB page & Tweet it (due Sunday at midnight). Reply to at least 2 classmates (due Wed at 3pm). Chapters17-19
Lesson  10 Word of mouth/Viral Marketing; Search Engine  Optimization Run stats on your personal (FB, Blog, LinkedIn, Twitter) sites. Post a summary of your findings to our class blog. Make an announcement on your FB page & Tweet it (due Sunday at midnight). Reply to at least 2 classmates (due Wed  at 3pm). Chapters17-19
Final  presentationFinal  Exam Post  your  final PPT presentation on Slideshare

 

 

Academic Integrity

According to the University Of California Standards Of Conduct, all forms of academic misconduct are prohibited. Academic misconduct is an umbrella term applying to the various forms which include, but are not limited to:

  • Cheating
  • Plagiarism
  • Unauthorized Collaboration
  • Facilitating Academic Misconduct
  • Fabrication
  • Retaliation

The Academic Senate has approved a policy and set of procedures regarding how the University will address issues of academic misconduct. For more information for the procedures to follow in cases of misconduct or suspected misconduct please contact your academic department.

 

Requirements, Evaluation and Grading Scale:

Project                   50%

Quizzes  40%

Participation         10%

 

A-90%-100%

B-80%-89%

C-70%-78%

D-60%-69%

F –59% and below