Об этом курсе: 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)
Автор: Северо-Западный университет
Преподаватели: Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc
| Основные сведения | Course 4 of 6 in the Social Media Marketing Specialization |
| Выполнение | 4 weeks of study, 1-3 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
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, 7 материалов для самостоятельного изучения
- Reading: Welcome to MOOC 4!
- Reading: Meet Your Instructors
- Reading: Grading and Logistics
- Видео: Importance of Content in Social Marketing
- Видео: Paid / Owned / Earned Media
- Reading: Social Marketing Toolkits
- Reading: Course Bookstore
- Reading: A Note on the Frequency of Capstone Offerings
- Reading: Special Toolkits for Paid/Financial Aid Learners
Оцениваемый: Quiz 1
НЕДЕЛЯ 2
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 видео, 1 материал для самостоятельного изучения
- Видео: How to Develop Facebook-type Advertising Pt 1
- Видео: How to Develop Facebook-type Advertising Pt 2
- Reading: Free Social Marketing Toolkit
Оцениваемый: Quiz 2
НЕДЕЛЯ 3
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.
13 видео, 5 материалов для самостоятельного изучения
- Видео: Social IMC Strategy
- Видео: What is Gamification?
- Видео: Keep Them Coming Back
- Видео: Applications for Social IMC Strategy
- Видео: Social IMC Example: Ridgid Plumber Forum
- Видео: Social IMC Example: Carling Black Label
- Видео: Social IMC Example: North Face
- Видео: Social IMC Example: American Express
- Видео: Engaging Your High-Value Markets
- Видео: Rolling Out Your Blog
- Reading: Assignment Overview
- Reading: Download the A/B Testing Assignment Spreadsheet
- Reading: Free E-books on A/B Testing
- Видео: A simple way to find hourly & daily results using Bitly
- Reading: A Note on Using Bitly for A/B Testing
- Видео: Finding the Hourly Stats with Bitly
- Reading: Finding the Hourly Stats with Bitly Screenshots
- Видео: New Bitly Instructions
Оцениваемый: Quiz 3
Оцениваемый: Marketing Your Blog: A/B Split Test Messages
НЕДЕЛЯ 4
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, 2 материалов для самостоятельного изучения
- Видео: Three Social Strategies
- Видео: Measuring Social IMC Programs
- Видео: Key Performance Indicators
- Видео: Testing Your Strategies
- Reading: Download the Lecture Video Slides
- Reading: What Comes Next?
Оцениваемый: Quiz 4
Часто задаваемые вопросы
Как это работает
Coursework
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Авторы
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.
Стоимость
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Рейтинги и отзывы
great mooc
The tool kit and guidance on how to create a blog is extremely valuable and effective.
Best course on Marketing and Social IMC
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The Week 4 Videos and Quiz should be before Week 3. The videos refer to A/B testing the blog after we've already tested it. In the forum there was not anyone supervising or answering questions.