MKT Edge Conference creativity in the social media classroom deck

1. TEACHING AND MEASURING
CREATIVITY IN THE SOCIAL MEDIA
CLASSROOM
Michael Germano
Rika Houston
Shirley Stretch
California State University, Los Angeles

2. The Problem
• Convergence between digital tools that two-way customer
engagement and the emergence/realization/acceptance
of the importance of creativity in business generally and
marketing specifically
• Marketing is less about top down, interruption disruption
based communication and more about two way
engagement; Marketers have to be conversationalists and
story-tellers more than ever

3. Preliminary Research Findings
• Marketing students overwhelmingly think of themselves
as “creative” compared to other business students
• They (marketing students) also want/desire/need to learn
to be more creative
• Creativity important to success in real world but not
necessary to succeed as a student
• Believe future pay is tied to creative problem solving
• Prefer work that requires creative thought over tasks that
analytical or critical thinking

4. Social Media Marketing Certificate
• MKT 380 Introduction to Social Media Marketing
(required) overview course that surveys marketing in a
web 2.0 environment (connected interactive technologies)
as well as digital consumers
• Choose 3 of the following:
• MKT 389 Syntax of Social Media
• MKT 480 Social Media Marketing Strategy
• MKT 420 SEO and Web Analytics
• MKT 421 Mobile App Development and Strategy
• MKT 483 Social Media and Entrepreneurship
• MKT 484 Contemporary Topics in Social Media

5. Creative Perspective
• Switch-Up
• Creativity = development/design
• Measurement = creativity
• SM Quantification = Creativity
• Issue: Getting students to see SM measurement options
and to select the “best” option for their given SM goals

6. Creative Measurement Options/Metrics
Broad Topics needing marketing metrics
• Buying/Promoting
• Maximizing Speed
• Calibrating Content
• Understanding Navigation
• Calculating Conversion
• Maximizing customer information
• Customer Value

7. Creative Measurement Options/Metrics
• Dash Board content and design
• Multi/Omini Channels

8. Models - AVictory
• Ability
• Values
• Ideas
• Circumstances
• Timing
• Obligation
• Resistance
• Yield

9. Models – New Marketing Funnel

10. Provide Basic Structure
• Develop exercises to show options
• Focusing on 7-10 metrics of multitude of options
• Non-Financial
• Brand Awareness, Test Drive, Loyality, Customer Satisfaction, and Take-rate/
conversion rate
• Financial
• Sales, Profit, Net Present Value, Internal Rate of Return, Payback
• Customer Lifetime Value
• CPC, TCR, ROA, Bounce rate, WOM (social media reach)

11. Examples

12. Consumer Behavior:
Active Learning “Creativity” Exercise
• Consumer Behavior Topic: Psychographics
• Pre-Reading Assignment: (Sustainable) Ecotourism
• Brief Overview: Psychographics of Ecotourists
• Exercise: Brainstorm and list the features for a ecotourism
mobile app that appropriately addresses the psychographics of
ecotourists

13. Consumer Behavior:
Active Learning “Creativity” Exercise
• Resulting Features:
• Ecotourism destinations
• Eco-friendly hotels
• Eco-friendly transportation
• Eco-friendly restaurants
• Eco-friendly brands
• Luggage
• Clothing
• Shoes
• Toiletries

14. Consumer Behavior:
Active Learning “Creativity” Exercise
IN-CLASS
DEMO
(After Student Exercise)

15. Social Media Content Marketing
• Creative in-class task: Use Instagram to tell a story
visually that conveys a typical ‘value’ cornerstone concept
for a brand (exciting, cool, trusted, fun, delicious, happy)
• In 30 minutes take 5 pictures
• Creativity is judged against Google images (Too
common? Overdone? Unique visual?)
• Creativity is also judged and evaluated against one
another

16. Introduction to Social Media Marketing
• Role of creativity in folksonomies (hashtags)
• Students given a product or image
• Have to come up with 100 words that describe for
discoverability
• Use the best to develop a viral hashtag campaign (usually
a phrase or neologism) for propagation