Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.
Additional MOOC 4 faculty include:
* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)
* Steffi Decker (Junior Partner, Chong and Koster)
* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)
Этот курс входит в специализацию ''Специализация Маркетинг в социальных сетях'
Content, Advertising & Social IMC
от партнера
Об этом курсе
4.7
Оценки: 658
Приобретаемые навыки
Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Программа курса: что вы изучите
Неделя
12 ч. на завершение
Content Strategy
In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.
2 видео ((всего 13 мин.)), 7 материалов для самостоятельного изучения, 1 тест
7 материала для самостоятельного изучения
Welcome to MOOC 4!10мин
Meet Your Instructors10мин
Grading and Logistics10мин
Social Marketing Toolkits10мин
Course Bookstore10мин
A Note on the Frequency of Capstone Offerings10мин
Special Toolkits for Paid/Financial Aid Learners10мин
1 практическое упражнение
Quiz 18мин
Неделя
21 ч. на завершение
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 видео ((всего 15 мин.)), 1 материал для самостоятельного изучения, 1 тест
2 видео
How to Develop Facebook-type Advertising Pt 27мин
1 материал для самостоятельного изучения
Free Social Marketing Toolkit10мин
1 практическое упражнение
Quiz 210мин
Неделя
35 ч. на завершение
Social Integrated Marketing Communications (IMC)
In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification.
14 видео ((всего 110 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
14 видео
What is Gamification?9мин
Keep Them Coming Back7мин
Applications for Social IMC Strategy4мин
Social IMC Example: Ridgid Plumber Forum8мин
Social IMC Example: Carling Black Label9мин
Social IMC Example: North Face7мин
Social IMC Example: American Express9мин
Engaging Your High-Value Markets17мин
Rolling Out Your Blog6мин
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5мин
Step 2 - Creating your Tracking URLs6мин
Step 3 - Executing Your Plan5мин
Step 4 - Analyzing your Results3мин
3 материала для самостоятельного изучения
Assignment Overview10мин
Download the A/B Testing Assignment Spreadsheet10мин
Free E-books on A/B Testing10мин
1 практическое упражнение
Quiz 318мин
Неделя
41 ч. на завершение
Measuring Your Social Programs
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
4 видео ((всего 28 мин.)), 2 материалов для самостоятельного изучения, 1 тест
4 видео
Measuring Social IMC Programs9мин
Key Performance Indicators3мин
Testing Your Strategies8мин
2 материала для самостоятельного изучения
Download the Lecture Video Slides10мин
What Comes Next?10мин
1 практическое упражнение
Quiz 416мин
4.7
Рецензии: 9040%
начал новую карьеру, пройдя эти курсы
40%
получил значимые преимущества в карьере благодаря этому курсу
Лучшие рецензии
This is my favorite course of the series so far. Information dense, the hands-on class project for this unit will help unpack the mystery of A/B split testing using free online tools. Recommended!
This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs
Преподаватели
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy IncО Северо-Западный университет
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
О специализации ''Маркетинг в социальных сетях'
In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions.
Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit.
Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.
Часто задаваемые вопросы
Когда я получу доступ к лекциям и заданиям?
Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.
Что я получу, оформив подписку на специализацию?
Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.
Какие правила возврата средств?
Можно ли получить финансовую помощь?
Остались вопросы? Посетите Центр поддержки учащихся.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
© Coursera Inc., 2019 Все права защищены.
