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winter semester 2013/2014

SOCIAL MEDIA:
MARKETING COMMUNICATIONS STRATEGY
bachelor‘s course | ISS FSV UK | JSB452

course...
Intended Learning Outcomes

apply different theoretical and
methodological approaches to social
media & understand social ...
Teaching Method

thrown in at the deep
end & taught to swim

background, how-to,
support & inspiration
during lectures &
s...
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 Co...
(I.) Individual Presentation (case study)

1) brief explanation of a theory within one of these
disciplines: sociology / p...
(I.) Individual Presentation (case study)

25%

• theoretical grounds
(literature)

50%

• qualitative case study
(survey,...
(II.) Semestral team project

1) main findings about your audience & your position within
your social media communications...
(II.) Semestral team project

25%

•main findings about your audience
(who views your social media channel &
how distincti...
Disscussed within project defences & included in the
final project executive summaries
communication
strategy
(brand essen...
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)...
Many thanks to...
our guest lecturers/speakers & collaborators
Guest lecturers/speakers & collaborators

Veronika Černá
Social Media
Specialist

Jan Suda
Interaction Director

Jiří Remr...
Individual video
presentations
topics
Individual video presentations
blue ocean
strategy

can videogames
make better
world?

confirmation bias

creativity,
conc...
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...
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
Social Media: Marketing Communications Strategy | 2013/2014 course review
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 semester 2013/2014 | review

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

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Topics Covered course outline
  5. 5. 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
  6. 6. (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)
  7. 7. (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!
  8. 8. (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)
  9. 9. (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
  10. 10. 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
  11. 11. The course in numbers
  12. 12. Students about 60% international about 40% Czech
  13. 13. Reach 72 students
  14. 14. Engagement 60 students
  15. 15. Sentiment positive 60 out of 60 engaged students passed the course (A, B, or C) =)
  16. 16. 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
  17. 17. Many thanks to... our guest lecturers/speakers & collaborators
  18. 18. 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
  19. 19. Individual video presentations topics
  20. 20. 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
  21. 21. Semestral team projects Facebook snippets
  22. 22. Social media employed facebook twitter google+ instagram foursquare pinterest tumblr youtube wordpress blogger
  23. 23. 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
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