07.08
Last week I gave a few training sessions to new joinees in our company covering Social Media, Online Advertising and Analytics. From talks I’ve had with new joinees, I’ve found this information isn’t covered in college/graduate coursework. I’m planning on turning this into a longer course and teaching at one of the business schools here.
Part 1: Introduction to Social Media
Part 2: Twitter, Facebook and Social Data Portability
Recommended prior reading:
- Razorfish Consumer Experience Report – Meet the Connected Consumer, Advertising as a Service, How Micro-Interactions Are Changing the Way We Communicate Online, How Tiny Applications Are Remaking the Future of the Web (approx 30 pages)
- Brave New World of Digital Intimacy – NYTimes (approx 8 pages)
The video on the second slide is:
Part 3: Introduction to Online Advertising
Recommended prior reading:
- Put Ad on Web. Count Clicks. Revise. – NYTimes (2 pages)
- Connect the Thoughts – Adweek (3 pages)
Agenda:
- Overview of buying/selling models
- How to compare different models (with examples)
- Intro to Google Adwords
- Intro to purchasing ads on Social Networks (FB/LinkedIn)
- Future of online advertising (social ads)
Note: My collegues did this talk, I will get the slides eventually and post
Part 4: Introduction to Analytics and Measuring Marketing ROI
Recommended prior reading:
- Razorfish – Digital Outlook Report ’09 (Social Influence Measurement – p 137 – 143)
As a course, I would structure this a bit differently, and some of the issues glossed over would receive their own dedicated section. For a longer course I would also include topics like Monetization Strategies for the Web, Data Driven decision making using Analytics (A/B Testing, Optimizing landing pages, SEO), The Future (Convergence, Social Ads, The Importance of Real-Time, The concept of life streaming). Any thoughts? I will flesh out a course outline and post some notes online soon…
