2009
09.02
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
- Major differences between offline/online advertising (targeting, measuring)
- Introduction to the different types of social sites: http://www.robertlabarge.com/wordpress/wp-content/uploads/2009/04/social_media_prism.png
- Why businesses should engage in Social Media (increase reach, authority and influence)
- Case studies on companies effectively leveraging social media (Dell, Nike+, plus other innovative examples)
- Slides from internal training session can be found here: http://www.slideshare.net/amitklein/introduction-to-social-media-1695223
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
- Prior reading: http://www.nytimes.com/2009/05/31/business/media/31ad.html. http://www.adweek.com/aw/content_display/news/digital/e3i344418db676344f0e5baf4ee5b826966?pn=1
- Overview of different buying and selling models (Fixed Duration, CPM, CPC, CPA, etc…)
- How to compare different models to achieve your objectives
- Introduction to Google Adwords (determining what keywords to bid on, determining quality score)
- Introduction to advertising on social networks (Facebook, LinkedIn, Orkut)
Part 3: Why Facebook Matters
- Prior reading: http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html,
- Intro to why Facebook is important (200m users and growing, viral)
- Facebook Fan Pages – Why create them, good examples
- Facebook Applications – Companies using them effectively (appvertisements)
- Facebook Connect – What is it, why is it important, examples
- Part of this can be found here: http://www.slideshare.net/amitklein/twitter-facebook-and-social-data-portability
Part 4: Twitter and the Importance of Real-Time
- Prior reading: http://feed.razorfish.com/
- Why is Twitter important?
- Why businesses should engage in Twitter
- Case studies including Zappos, Iranian Elections and other innovative examples
- Why is real-time streaming/searching important? – http://blogs.looksmart.com/thought_leadership/2008/12/shifting-search.html
- Part of this can be found here: http://www.slideshare.net/amitklein/twitter-facebook-and-social-data-portability
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
- As online advertising rates are declining, web companies are looking for different ways to monetize. This session will discuss various monetization approaches including: Subscriptions, Freemium, Micropayments, App Stores, and Trend Analysis/Analytics.
- http://amitklein.com/2009/05/31/advertising-is-not-a-sustainable-business-model-for-the-web-unless-you-are-a-search-engine/
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