Between Dec ’09 and March ’10 I taught a half credit, pass/fail course at three of the top business schools in India: ISB, NMIMS and SPJain. The course was called: Marketing 2.0: Social Media, Online Advertising and Web Analytics. Below I describe the course in greater detail and embed slides and videos from different sessions.
Goals
Group Project
Course Outline
Guest Speakers
Praise for the Course
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
Group Project
Students partner with a local NGO to raise awareness about a social cause by executing a social media and Google Adwords campaign
Part 1: 12 Tips for Social Media Success
The goal of this session is to generate excitement and awareness by showing off a bunch of awesome social media case studies.
Videos used in this session:
- Socialnomics
- Whopper Sacrifice
- Ikea Facebook Campaign
- Will it blend?
- Evolution of a dance party
- Social Networking in Haiti
- United breaks guitars
- EA Sports – Tiger Woods Jesus Shot
Part 2: Listening Strategies / Social Media for B2B
In this session students learn: how to develop effective listening strategies, how to leverage social media to build influence/authority, the growing importance of having conversations around your brand.
Videos used in this session:
Part 3: Introduction to Paid Online Advertising
In this session we discuss and compare: Search engine marketing, purchasing ads on social networks, ad networks and exchanges and affiliate marketing.
Part 4: Introduction to Web Analytics
In this session we discuss: the importance of web analytics, how can you tell if your campaign is successful and demo various tools.
sorry no video…yet
Part 5: Monetization Models on the Web
In this session teams break up and discuss future revenue opportunities and possibilities for Google, Facebook and Twitter.
sorry no video or slides…yet
Guest Speakers
I also brought in a few friends who delivered guest lectures (the international folks delivered their sessions over Skype):
- Maneesh Madambath – Founder of Smursh reviewing current trends in Social Media
- Guarav Mishra – CEO 2020 Social discussing Social Media in India
- Vaibhav Arya – CTO of Skezno giving an overview of paid online advertising
- Brian Burns – Founder of SpeakWell Communications discussing copywriting for the web
- Adam Sachs – Co-founder of Ignightr talkin’ ’bout creating an investor pitch
Praise
I hate to toot my own horn but (toot, toot, toot):
