Transforming Social Media Training to Real Work Outcomes The Pedagogy of Social Media Kristin Mattera February 23, 2012
Today’s roadmap <ul><li>Background </li></ul><ul><li>Course goals and objectives </li></ul><ul><li>Demonstrating knowledge...
How did we get here?
About me
About me <ul><li>@krismatt </li></ul><ul><li>Active </li></ul><ul><li>Facebook – 2004 </li></ul><ul><li>Twitter – 2008 </l...
Building a course
My Fall 2011 class
Student profile <ul><li>Undergraduates </li></ul><ul><li>Juniors and seniors </li></ul><ul><li>Sometimes honors students <...
Classroom observations of students <ul><li>Predominately view social media from a user perspective </li></ul><ul><li>Preco...
Classroom observations of students <ul><li>Think in silos and may not always connecting the dots </li></ul><ul><li>Very de...
Potential Topics <ul><li>Defining SM </li></ul><ul><li>Impact of SM </li></ul><ul><li>History of SM </li></ul><ul><li>Foun...
Course goals  <ul><li>Understand the  importance   of  social media with regard to  marketing  and  society .  </li></ul><...
Course goals  <ul><li>Know how to intelligently  converse about  and  use  social media in a variety of settings. </li></u...
Course goals  <ul><li>Know how to  stay current  with social media trends. </li></ul><ul><ul><li>Staying on top of an ever...
Course goals  <ul><li>Know the  components involved  in all aspects of an  integrated  social media campaign.  </li></ul><...
Course goals  <ul><li>Understand the importance of  clearly  and  consistently  communicating within a given  context .  <...
Getting involved & going beyond the classroom
In-class activities <ul><li>Peer review </li></ul><ul><li>Ongoing discussion </li></ul><ul><li>Facebook advertising practi...
Assignments <ul><li>Media news </li></ul><ul><ul><li>Keep up-to-date, connect social media to the greater world </li></ul>...
Assignments <ul><li>Case study analysis </li></ul><ul><ul><li>Ability to pick apart a campaign and offer constructive feed...
Sample Final Project
Client
Tactical Plan Recommendations Marketing Objective Social Media Objective Social Media Strategy 1) Define DTW as a green, s...
Scheduling <ul><li>Klout </li></ul><ul><ul><li>Two bottles per month for 12 months starting in January 2012 </li></ul></ul...
Target Geography <ul><li>New England, plus New York </li></ul><ul><li>West Coast </li></ul><ul><ul><li>California, Nevada,...
Resources
Recent marketing examples Dodge Journey, Old Spice, Sweethearts and NAVY for Moms
Resources <ul><li>Books </li></ul><ul><li>Case studies </li></ul><ul><li>Online articles </li></ul><ul><li>Guest lecturers...
Books <ul><li>Brandwashed  – Martin Lindström </li></ul><ul><li>Groundswell  – Charlene Li and Josh Bernoff  </li></ul><ul...
Harvard Business Review case studies <ul><li>Branding in the Digital Age: You’re Spending Your Money in All the Wrong Plac...
Harvard Business Review case studies <ul><li>Hulu: An Evil Plot to Destroy the World? – 510005 </li></ul><ul><li>United Br...
Guest Lecturers <ul><li>Janet Aronica – onefourty, Hubspot, and Shareaholic </li></ul><ul><li>Eric Leist – Allen & Gerrits...
Future directions
Where do we go from here? <ul><li>Social media foundations </li></ul><ul><li>Content creation – training the prosumers </l...
Key takeaways
Key takeaways <ul><li>Demonstrate how things work, especially the technology </li></ul><ul><li>Always explain the “why” fa...
Any questions? <ul><li>Kris Mattera </li></ul><ul><li>@krismatt </li></ul><ul><li>http://about.me/krismattera </li></ul>
Thank you!
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  • 128,000 Likes = 5% of Likes on the DMB Facebook fan page
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  • Monster Social presentation - February 23

    1. 1. Transforming Social Media Training to Real Work Outcomes The Pedagogy of Social Media Kristin Mattera February 23, 2012
    2. 2. Today’s roadmap <ul><li>Background </li></ul><ul><li>Course goals and objectives </li></ul><ul><li>Demonstrating knowledge </li></ul><ul><li>Resources for enhanced learning </li></ul><ul><li>Future directions </li></ul>
    3. 3. How did we get here?
    4. 4. About me
    5. 5. About me <ul><li>@krismatt </li></ul><ul><li>Active </li></ul><ul><li>Facebook – 2004 </li></ul><ul><li>Twitter – 2008 </li></ul><ul><li>LinkedIn – 2008 </li></ul><ul><li>Guest blogger </li></ul><ul><li>Also dabbled in podcasting and video </li></ul>
    6. 6. Building a course
    7. 7. My Fall 2011 class
    8. 8. Student profile <ul><li>Undergraduates </li></ul><ul><li>Juniors and seniors </li></ul><ul><li>Sometimes honors students </li></ul><ul><li>Course offered in the business school </li></ul><ul><ul><li>Not all are marketing focused </li></ul></ul>
    9. 9. Classroom observations of students <ul><li>Predominately view social media from a user perspective </li></ul><ul><li>Preconceived notions/prejudices of social media </li></ul><ul><li>Acceptance of technology without questioning “why” or “how” </li></ul><ul><ul><li>Typically do not understand the backend of technology </li></ul></ul><ul><li>May not have a solid foundation in all aspects of marketing </li></ul><ul><ul><li>Media planning, marketing research and analysis, consumer behavior </li></ul></ul>
    10. 10. Classroom observations of students <ul><li>Think in silos and may not always connecting the dots </li></ul><ul><li>Very device dependant </li></ul><ul><li>Just lecturing won’t work </li></ul><ul><ul><li>Hands-on/learn by doing model is essential </li></ul></ul><ul><li>Need to be pushed in terms of content creation </li></ul><ul><ul><li>Level of writing may require editing and feedback sessions </li></ul></ul><ul><li>Need to be helped toward professionalism </li></ul>
    11. 11. Potential Topics <ul><li>Defining SM </li></ul><ul><li>Impact of SM </li></ul><ul><li>History of SM </li></ul><ul><li>Foundations of SM </li></ul><ul><li>Inbound marketing </li></ul><ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube & streaming content </li></ul><ul><li>Professional/Career networking </li></ul><ul><ul><li>BeKnown on Facebook, LinkedIn & others </li></ul></ul><ul><li>Pinterest </li></ul><ul><li>Mobile/Location-Based Services (LBS) </li></ul><ul><li>Power of SM </li></ul><ul><li>User-Generated Content (UGC) </li></ul><ul><li>Data Mining </li></ul><ul><li>Challenges of SM </li></ul><ul><ul><li>ROI </li></ul></ul><ul><ul><li>Ethics </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Company culture </li></ul></ul><ul><li>Media News </li></ul>
    12. 12. Course goals <ul><li>Understand the importance of social media with regard to marketing and society . </li></ul><ul><ul><li>Social media is more than marketing. </li></ul></ul>
    13. 13. Course goals <ul><li>Know how to intelligently converse about and use social media in a variety of settings. </li></ul><ul><ul><li>Communication has shifted significantly and new tools now exist. </li></ul></ul>
    14. 14. Course goals <ul><li>Know how to stay current with social media trends. </li></ul><ul><ul><li>Staying on top of an ever-changing landscape is challenging. </li></ul></ul>
    15. 15. Course goals <ul><li>Know the components involved in all aspects of an integrated social media campaign. </li></ul><ul><ul><li>For true comprehension, it is necessary to dissect and analyze. </li></ul></ul>
    16. 16. Course goals <ul><li>Understand the importance of clearly and consistently communicating within a given context . </li></ul><ul><ul><li>Context is crucial. </li></ul></ul>
    17. 17. Getting involved & going beyond the classroom
    18. 18. In-class activities <ul><li>Peer review </li></ul><ul><li>Ongoing discussion </li></ul><ul><li>Facebook advertising practice </li></ul><ul><li>Facebook v. Twitter game </li></ul>
    19. 19. Assignments <ul><li>Media news </li></ul><ul><ul><li>Keep up-to-date, connect social media to the greater world </li></ul></ul><ul><li>Media journal </li></ul><ul><ul><li>Increase awareness of media consumption, and envision a marketer’s targeting process </li></ul></ul><ul><li>Blog project </li></ul><ul><ul><li>Practice developing a content strategy </li></ul></ul><ul><ul><li>Writing sample for interviews </li></ul></ul>
    20. 20. Assignments <ul><li>Case study analysis </li></ul><ul><ul><li>Ability to pick apart a campaign and offer constructive feedback for optimization </li></ul></ul><ul><li>Professional network profile </li></ul><ul><ul><li>Prepare students for graduation by getting them started on professional networks like BeKnown on Facebook and LinkedIn, among others </li></ul></ul><ul><li>Final project and presentation </li></ul><ul><ul><li>Pulling it all together and making it work </li></ul></ul><ul><ul><li>Trying their hand at solving real-world problems </li></ul></ul>
    21. 21. Sample Final Project
    22. 22. Client
    23. 23. Tactical Plan Recommendations Marketing Objective Social Media Objective Social Media Strategy 1) Define DTW as a green, sustainable company BLOGS/EVENTS Be mentioned and/or rated by 12 influential, sustainable individuals in 1 year -Use Klout to find people of highest influence -Send a free bottle to 24 popular sustainability bloggers -Attend “The Green Wine Summit” trade show in Nappa 2) Increase customers’ engagement with DTW brand YOUTUBE & FOURSQUARE -Reach 10,000 YouTube subscribers in 6 months -Have 50+ customers bring a friend to sample the 3 types of wine -Run a video posting contest -Improve video tag terms (YouTube SEO) -Host a FourSquare swarm on a beach and have a wine tasting 3) Create awareness of DTW among Dave Matthews Band fans FACEBOOK & PANDORA -Increse Facebook fan page “Likes” by 128,000 in one year -Run week-long internal Facebook ads -Run Pandora ad during the DMB channel that sends them to the Facebook fan page
    24. 24. Scheduling <ul><li>Klout </li></ul><ul><ul><li>Two bottles per month for 12 months starting in January 2012 </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Summer Months (May-September 2012) </li></ul></ul><ul><ul><li>Coincide with DMB summer tour schedule </li></ul></ul><ul><li>Pandora  </li></ul><ul><ul><li>Fall and winter (October-December 2012) </li></ul></ul><ul><ul><li>Afternoons - early evenings </li></ul></ul><ul><li>Video Contest </li></ul><ul><ul><li>February 2012 </li></ul></ul><ul><li>FourSquare swarm </li></ul><ul><ul><li>July 2012 </li></ul></ul><ul><ul><li>Green Wine Summit </li></ul></ul><ul><ul><li>November 2012 </li></ul></ul>
    25. 25. Target Geography <ul><li>New England, plus New York </li></ul><ul><li>West Coast </li></ul><ul><ul><li>California, Nevada, Idaho, Oregon, Washington </li></ul></ul><ul><li>Tour States </li></ul><ul><ul><li>Connecticut, Ohio, Indiana, Michigan, Wisconsin, Virginia, North Carolina, Florida, Kansas, Washington, Texas, Nebraska, Minnesota </li></ul></ul>
    26. 26. Resources
    27. 27. Recent marketing examples Dodge Journey, Old Spice, Sweethearts and NAVY for Moms
    28. 28. Resources <ul><li>Books </li></ul><ul><li>Case studies </li></ul><ul><li>Online articles </li></ul><ul><li>Guest lecturers </li></ul><ul><li>Current campaigns </li></ul><ul><li>Online video (YouTube, TED talks) </li></ul>
    29. 29. Books <ul><li>Brandwashed – Martin Lindström </li></ul><ul><li>Groundswell – Charlene Li and Josh Bernoff </li></ul><ul><ul><li>Marketing in the Groundswell – a pocket guide </li></ul></ul><ul><li>Socialnomics – Erik Qualman </li></ul><ul><li>The New Influencers – Paul Gillin </li></ul>
    30. 30. Harvard Business Review case studies <ul><li>Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. – R1012C </li></ul><ul><li>HubSpot: Inbound Marketing and Web 2.0. – 509049 </li></ul><ul><li>The New Conversation: Taking Social Media from Talk to Action. – 10815 </li></ul><ul><li>Obama versus Clinton: The YouTube Primary. – 509032 </li></ul>
    31. 31. Harvard Business Review case studies <ul><li>Hulu: An Evil Plot to Destroy the World? – 510005 </li></ul><ul><li>United Breaks Guitars. – 510057 </li></ul><ul><li>Attaining Social Maturity: The Challenges Your Company Will Face on the Path to Empowerment Through Social Technology - 8358B </li></ul>
    32. 32. Guest Lecturers <ul><li>Janet Aronica – onefourty, Hubspot, and Shareaholic </li></ul><ul><li>Eric Leist – Allen & Gerritsen, podcaster </li></ul><ul><li>Ken Cosgrove – Professor of Government at Suffolk </li></ul><ul><li>DJ Capobianco – Hill Holliday, Crimson Hexagon </li></ul><ul><li>Jessica Krywosa – Director of Web Communications at Suffolk </li></ul>
    33. 33. Future directions
    34. 34. Where do we go from here? <ul><li>Social media foundations </li></ul><ul><li>Content creation – training the prosumers </li></ul><ul><li>Social media within society (humanities and interdisciplinary focused) </li></ul><ul><li>Social media and online analytics </li></ul><ul><li>Integration of social media into pre-existing courses </li></ul>
    35. 35. Key takeaways
    36. 36. Key takeaways <ul><li>Demonstrate how things work, especially the technology </li></ul><ul><li>Always explain the “why” factor </li></ul><ul><li>Give context whenever possible </li></ul><ul><li>Allow practice and experimentation of concepts </li></ul><ul><li>Identify how this is applicable beyond the classroom </li></ul><ul><ul><li>Try to make it relevant to their daily lives </li></ul></ul><ul><li>Provide constructive criticism and feedback for future success </li></ul><ul><li>Integrating social media into other pre-existing courses </li></ul><ul><li>Get them involved and invested in the topics </li></ul><ul><ul><li>Connect to their passions </li></ul></ul>
    37. 37. Any questions? <ul><li>Kris Mattera </li></ul><ul><li>@krismatt </li></ul><ul><li>http://about.me/krismattera </li></ul>
    38. 38. Thank you!
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