6226 2014 week1_part2_share

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introduction to social media MKTG 6226F course slides, class 1 part 2, Winter 2014

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6226 2014 week1_part2_share

  1. 1. January 6, 2014 Class 1: Introduction Prof = Rob Kozinets Office - 329N Secretary = Sheila Sinclair Phone = (416) 736-2100 x. 20513 Email = rkozinets@schulich.yorku. ca or rkozinets@gmail.com MKTG 6226F: Social Media for Marketing and Management
  2. 2. So  How  Do  We  Get  to  Marke/ng?   •  What  are  the  key   elements  of  social   media  marke/ng?   •  How  can  we  learn  it  in  a   12  week  class?   •  What  is  the  core   philosophy,  approach,   and  learning  experience   of  MKTG  6226F?  
  3. 3. Learning how to do ? What do I need to know and do in order to develop a successful social media marketing plan?
  4. 4. Learning new ideas! How is social media an enabler that is changing our social dynamic—for people, business, other organizations, and governments alike?
  5. 5. 6226F  =  A  HUMAN  Experience  
  6. 6. MKTG 6226: Learning Experience •  Classroom Code of Conduct: a few simple rules •  (1) come on time and prepared (door will lock), •  (2) take your team work seriously (prof will check) •  (3) no sidebar comments to your neighbors (cold call), •  (4) no surfing, email, FB in class, unless directed— computers CLOSED, no exceptions
  7. 7. •  Course Focus is conceptual as well as applied •  Mainly a marketing POV, but extends into management, strategy, and beyond… •  Doubles down on fundamentals •  Marketing Products AND Services •  B2B AND B2C •  Global AND Local •  Start-ups and multinationals Overall Learning Experience •  Significant but reasonable Workload
  8. 8. An Informed and Scholarly Learning Experience •  Self-directed learning •  Emphasis on Realism & Hands-on Experience •  Heavying up on Discussion •  No Exams •  Collaborative & Intense •  Lots of cases •  Lots of examples •  Team project with real-world emphasis •  Guest speakers •  Many Recommended but not required Texts…FYI
  9. 9. •  In-class Participation = 15% of your final •  7.5% mid-term •  7.5% final = 15% •  Cold-calling! •  Be ready, be present, be interesting •  Social Media Participation = 5% •  Class FB page •  https://www.facebook.com/ groups/136516809740820/ •  Also, Twitter and LinkedIn •  Got a blog? •  Share, be relevant, be present, and reach out! A Participative Learning / Experience
  10. 10. • Personal Branding Project (20% of final) • Individual project • Begins In-class January 20 • One week take home afterwards (does not disadvantage PT students) • 500 word report • Hardcopy due in class Jan 27 A Personally Beneficial Learning Experience
  11. 11. A Practical Team Based Experience: Team Class Leadership Presentation (Feb 24) •  In Teams of 5-7 •  15% of your final grade •  20 minute in-class presentation plus 5-10 minute Q&A •  Present in Week 7 (Feb 24) •  Bringing social media to life •  Lead class through a learningoriented discussion •  Must also have an online social media component that recaps and expands the presentation and content •  Presentation must relate to and expand course learning •  Can include class handouts •  Example Topics in course outline •  Hardcopy deck due at beginning of Class 6 (Feb 24) •  We will form groups and topics after the class introduction
  12. 12. •  Seven cases in the course •  You must read them all •  Submit all of them (15% of your final) •  Deliverable due by the beginning of class •  Due by Turnitin only •  Turnitin Class id = 7427204 •  Turnitin enrollment password = netnography •  On time or a Zero •  Each is focused on a Question (see CMD) •  1 page •  250 words Maximum •  Stay focused •  Basis of much cold-calling, class participation A Case Based Learning Experience
  13. 13. Social Media Marketing Plan Project •  Social Media Marketing and Communication Plan •  30% of your final grade •  Team Project •  Team of 5-6 people •  Deadline for team formation, company, and hardcopy hand-in mission = Class 3 (Jan 20) •  Your group, your Project Team Leader (PTL) •  You will be working on a specific company or brand with an actual company with a real need •  2 Staged Deliverables: •  0: Team mission (Feb 3) •  1: Research and Strategy (March 3) •  2: Tactical plan w/budget (April 4) •  Presented in class March 31 •  Takeaway: fully planned & budgeted new social media campaign
  14. 14. TSN  
  15. 15. Matchs/ck  
  16. 16. Custom  Performance  Solu/ons  
  17. 17. The  Concerned  Kids    
  18. 18. The Team Mission •  Due Jan 18 2012 •  Company / Brand name •  Social Media Campaign name •  Description of scope of project •  Industry •  Key Consumers or Constituents •  Mandate or objectives of project •  Research plan •  Deliverable = form
  19. 19. Roadmap  of  the  course  content   •  Big  picture  first:   •  Rules  of  engagement   •  How  the  game  has   changed   •  Marke/ng   •  Society   •  Business/management   •  Week  1  =  the  new  rules   •  Week  2  =  the   landscape/ecosystem  
  20. 20. Roadmap  of  the  course  content   •  GeRng  deep  into  marke/ng   2.0   •  Personal  branding   •  Social  media  research,  like   netnography  &  social  network   analysis  Social  media   monitoring   •  Communi/es  and  tribes   •  Conversa/ons   •  Week  3  =  personal  branding   •  Week  4  =  Research  and   Response   •  Week  5  =  Rela/ng  and   Conversa/ons  
  21. 21. Roadmap  of  the  course  content   •  GeRng  even  deeper   into  marke/ng  2.0   •  Storifica/on   •  Social  Narra/ves   •  Transmedia   consump/on   •  Gamifica/on   •  Week  7  =  Storifica/on   and  Transmedia   •  Week  8  =  Gamifica/on  
  22. 22. Roadmap  of  the  course  content   •  Delving  into  tac/cs  and   prac/ces   •  Co-­‐crea/on  and  consumer   genera/on   •  Mobile  marke/ng   •  Metrics   •  SM  decisions   •  SMM  careers   •  Week  8  =  Cocrea/on   •  Week  9  =  Mobile   •  Week  10  =  Metrics  and   decisions   •  Week  11  =  SMM  Careers  
  23. 23. A Responsible Graded Learning Experience •  Evaluation & feedback are my priority •  Percentage grades will be given for all deliverables (means shared as well) •  By end of term, percentages are translated into letter grades •  Ranking is thus your most important concern •  For elective courses, the section GPA will be between a B and a B+

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