Social Media: Marketing Communications Strategy | 2013/2014 course review
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Social Media: Marketing Communications Strategy | 2013/2014 course review

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Social Media: Marketing Communications Strategy | ISS FSV UK | Charles University in Prague | Faculty of Social Sciences | Institute of Sociological Studies | bachelor’s course | JSB452 | winter ...

Social Media: Marketing Communications Strategy | ISS FSV UK | Charles University in Prague | Faculty of Social Sciences | Institute of Sociological Studies | bachelor’s course | JSB452 | winter semester 2013/2014 | review

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Social Media: Marketing Communications Strategy | 2013/2014 course review Social Media: Marketing Communications Strategy | 2013/2014 course review Presentation Transcript

  • winter semester 2013/2014 SOCIAL MEDIA: MARKETING COMMUNICATIONS STRATEGY bachelor‘s course | ISS FSV UK | JSB452 course review 2013/2014 JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose
  • Intended Learning Outcomes apply different theoretical and methodological approaches to social media & understand social media in its interdisciplinary nature sociology / psychology / social psychology / media studies / political science / economics / marketing / advertising / information and communications technology / ... integrate social media into organization’s marketing mix & choose proper communication channels analyze and update organization’s social media communication strategy create social media content & engage organization’s target audience critically evaluate current social media marketing campaigns in order to learn from them describe current social media trends & be able to follow up the course with further self-education
  • Teaching Method thrown in at the deep end & taught to swim background, how-to, support & inspiration during lectures & seminars (/tutorials) and/or online for self-directed students
  • Topics Covered course outline
  • Course Overview (3 hours a week) Lecture #1 (09.02.2013): • Introduction to Social Media & the Role of Social Media in Contemporary Society Lecture #2 (10.09.2013): • Marketing Communications Strategy & Branding and the Role of Social Media within the Larger Field of Marketing Communications Lecture #3 (10.16.2013) • Mainstream & Niche Social Media (& their ‘culture‘) Lecture #4 (10.23.2013): • Social Media Content & Copywriting & Communication Rules Lecture #5 (10.30.2013): • Social Media Analytics & Metrics | Applications & Tools Lecture #6 (11.06.2013): • The Interdisciplinary Nature of Social Media & Applying Different Theoretical and Methodological Approaches to Social Media Lecture #7 (11.13.2013): • Introduction to Web Technologies for Non-Tech Students | Web Programming | APIs Lecture #8 (11.20.2013): • Viral marketing & Successful Social Media Campaigns | (vs.) Social Networking Security Threats Lecture #9 (11.27.2013): • Online Marketing Research | Crowdsourcing | Data Mining & Data Analysis Lecture #10 (12.04.203): • Search Engine Optimization | Online Advertising | Social Media Management Lecture #11 (12.11.2013): • Social Media Management Mock Assignments Lecture #12 (18.12.2013): • Social Media Marketing Communications Strategy Summary | Team-work Course Project Final Adjustments
  • (I.) Individual Presentation (case study) 1) brief explanation of a theory within one of these disciplines: sociology / psychology / social psychology / media studies / political science / economics / marketing / advertising / information and communication technology 2) providing an example within social media communications which proves the theory (survey, observation and/or data mining)
  • (I.) Individual Presentation (case study) 25% • theoretical grounds (literature) 50% • qualitative case study (survey, observation and/or data mining) 25% • conclusions & recommendations for a quantitative study (how one can verify the conclusions & critical review) your grade is based on conciseness of the presentation and conclusiveness of the example Keep it simple and clear!
  • (II.) Semestral team project 1) main findings about your audience & your position within your social media communications strategy (who views your social media channel & how distinctive is your audience) 2) recommendations for current communications strategy maintenance (which content, when, how and why to share) 3) recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next)
  • (II.) Semestral team project 25% •main findings about your audience (who views your social media channel & how distinctive is your audience) 25% •recommendations for current communications strategy maintenance (which content, when, how and why to share) 25% •recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next) 25% •individual contributions your grade does not depend on the level of success of your project‘s communications strategy however, you should be always able to answer WHY, HOW & WHAT questions supported be a reasonable amount of data/examples
  • Disscussed within project defences & included in the final project executive summaries communication strategy (brand essence & theoretical foundations) content & audience analysis target group & customer persona communication channels (/social media) choice justification goals set & their evaluation (& KPIs used) online research (possibly crowdsourcing outcomes) technical & security considerations (SEO, security measures & tools used) critical review of the project analytical appendix visual appendix illustrating the project
  • The course in numbers
  • Students about 60% international about 40% Czech
  • Reach 72 students
  • Engagement 60 students
  • Sentiment positive 60 out of 60 engaged students passed the course (A, B, or C) =)
  • In total 60 12 video presentations semestral team projects about 250 pages of executive summaries (semetral projects) 108 6 sneaky questions asked during project defences job offers
  • Many thanks to... our guest lecturers/speakers & collaborators
  • Guest lecturers/speakers & collaborators Veronika Černá Social Media Specialist Jan Suda Interaction Director Jiří Remr Research Methodologist Jaromír Malenko IT Consultant Michal Osuský Managing Director Tomáš Kořínek IT & Social Media Consultant Jan Fait Researcher Julia Szymańska Community Manager Vít Horký CEO Deborah Salmi Marketing Manager Jan Louda University Relations Manager
  • Individual video presentations topics
  • Individual video presentations blue ocean strategy can videogames make better world? confirmation bias creativity, concentration & patience culture 2.0 deindividuation engineering of consent e-reputation exchange rate regime facebook for business facebook vs maslow’s hierarchy gender views in webcam culture has facebook redefined friendship? how social media materialized our views human needs influence of social media on fashion industry instant communities journalism & social media kula & facebook love online mcdonalidization of society mcluhan’s media theory new values & social media nk.pl opinion leadership & social media organic intellectuals pay per click politology & social media queer people on facebook reference groups & social media resource-based view of social media robert merton’s theory of reference groups & social media self in everyday life six degrees of separation social identity model of deindividuation effects social learning theory social media & the german elections social media addiction social media as a source of competitive advantages social media as strategic marketing tools for retailers social narcissism social penetration theory social selling sociology & social media spin framework & social media supply & demand theory on social media the bad news, the good news the free rider problem the generation that doesn’t care the most pleasant marketing strategy the power of opinion leaders in e-diplomacy & e-politics uses & gratification approach on social media viral marketing
  • Semestral team projects Facebook snippets
  • Social media employed facebook twitter google+ instagram foursquare pinterest tumblr youtube wordpress blogger
  • winter semester 2013/2014 SOCIAL MEDIA: MARKETING COMMUNICATIONS STRATEGY bachelor‘s course | ISS FSV UK | JSB452 course review 2013/2014 JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose