On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Predominately view social media from a user perspective
Preconceived notions/prejudices of social media
Acceptance of technology without questioning “why” or “how”
Typically do not understand the backend of technology
May not have a solid foundation in all aspects of marketing
Media planning, marketing research and analysis, consumer behavior
Classroom observations of students
Think in silos and may not always connecting the dots
Very device dependant
Just lecturing won’t work
Hands-on/learn by doing model is essential
Need to be pushed in terms of content creation
Level of writing may require editing and feedback sessions
Need to be helped toward professionalism
Impact of SM
History of SM
Foundations of SM
YouTube & streaming content
BeKnown on Facebook, LinkedIn & others
Mobile/Location-Based Services (LBS)
Power of SM
User-Generated Content (UGC)
Challenges of SM
Understand the importance of social media with regard to marketing and society .
Social media is more than marketing.
Know how to intelligently converse about and use social media in a variety of settings.
Communication has shifted significantly and new tools now exist.
Know how to stay current with social media trends.
Staying on top of an ever-changing landscape is challenging.
Know the components involved in all aspects of an integrated social media campaign.
For true comprehension, it is necessary to dissect and analyze.
Understand the importance of clearly and consistently communicating within a given context .
Context is crucial.
Getting involved & going beyond the classroom
Facebook advertising practice
Facebook v. Twitter game
Keep up-to-date, connect social media to the greater world
Increase awareness of media consumption, and envision a marketer’s targeting process
Practice developing a content strategy
Writing sample for interviews
Case study analysis
Ability to pick apart a campaign and offer constructive feedback for optimization
Professional network profile
Prepare students for graduation by getting them started on professional networks like BeKnown on Facebook and LinkedIn, among others
Final project and presentation
Pulling it all together and making it work
Trying their hand at solving real-world problems
Sample Final Project
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
Two bottles per month for 12 months starting in January 2012