2009
09.02

Recently I’ve been trying to put together a 5 week pass/fail course entitled Marketing 2.0: Social Media, Online Advertising and Web Analytics. Can this stuff be taught? Can you provide any suggestions to help improve this course? Any other suggested reading? Please let me know…

Goals
Course Outline
Assignments
Sample Reading List

Goals

This course will demonstrate (through case studies) how to:

  • Listen to what people are saying on the web
  • Leverage social media to increase awareness, influence and trust
  • Develop effective online (both social and traditional) marketing campaigns
  • Use web analytics to measure the effectiveness and quality of marketing campaigns
  • Discern trends on the web and stay ahead of the curve

Course Outline

Part 1: Introduction to Social Media

Here’s a video of me delivering this session to my co-workers (I’m not actually 9 ft tall we just have short ceilings in that room… I feel like that guy in Being John Malkovich):


Training on Social Media Marketing Part 1 from Directi on Vimeo.

Part 2: Introduction to Online Advertising

Part 3: Why Facebook Matters

Part 4: Twitter and the Importance of Real-Time

Part 5: Using Web Analytics to Measuring Marketing ROI

  • On site analytics – how are visitors getting to your site, what are they doing on your site
  • Off site analytics – measuring social media marketing (very difficult / not standardizes)
  • Demo of analytics tools – Google Analytics, Omniture, plus a bunch of others
  • How to use analytics to improve your site
  • A/B Testing using Google Website Optimizer
  • Optimizing landing pages based on how people are searching for your site/content
  • Slides from internal training session can be found here: http://cdn.slidesharecdn.com/analytics-marketingroi-090708052934-phpapp01-thumbnail-2?1247048985

Part 6: Government 2.0

  • Examples of governments leveraging web based communication and collaboration tools to promote awareness, transparency and trust: http://en.wikipedia.org/wiki/Government_2.0
  • Case studies include: recovery.org, mybarackobama.com, visiblegovernment.ca
  • Assignment: Ask students to recommend strategies for local governments to adopt communication/collaboration tools

Part 7: Defining Marketing Objectives and Creating a Plan to Achieve Them

  • Examples of identifying marketing objectives (increasing sales, creating awareness/buzz, becoming a thought leader, increasing engagement/loyalty)
  • Creating actionable marketing plans
  • Defining the right metrics to measure success

Part 8: The Future of the Corporate Website / Conferences and Events 2.0

  • The decentralization of content on the web will turn corporate websites to aggregators / centralize discussions
  • Using the right community platform tools (i.e. blogs/forums/wikis/aggregators)
  • Examples: http://www.kinaxis.com/manufacturing-central/, IBM, Zappos
  • Leveraging social media for conferences and events

Part 9: Monetization Strategies for the Web

Part 10: The Future

  • Discussion of where the web is headed
  • Social Ads, Location Based Services, Convergence, Life-Streaming
  • Examples

Assignments

Writing

  • Students will be asked to create a blog and Twitter account
  • They will be given weekly writing assignments (they can choose their own topics, I will also provide suggested topics)

Marketing

  • They will implement strategies to drive traffic to their blogs (we will get free credits from Google/Yahoo/MSN, they will also use social strategies)

Measuring

  • They will demonstrate through analytics the an increase in quality and quantity of visitors

Presenting

  • They will develop and present short presentations on new web products (i.e. Backtype, BrightKite, Scribd, SlideShare, Disqus, etc…)

Sample Reading List

Books

Sample Articles

  • hey Naresh, thats a really cool idea, I will definitely incorporate a session about government 2.0 (i.e. recovery.gov and mybarackobama.com). I think trying to get students to think about using these tools for social change sounds great. Thanks for the suggestion.
  • I really like the content. Case studies will be really helpful to understand these concepts.

    I also think the students should pick any one company which is not implementing any of these strategies and come up with a business case for doing so. I would love to see some ideas around government organizations in India adopting these strategies. They can present this using the Social Media platform to reenforce their understand of these concepts.
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