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  1. 1. Fall’11 SoMe Class GSU Syllabus1st half of semester – Jake Aull<br />Course learning objectives:<br />History of business online<br />Social Media approaches and philosophies<br />The power of the digital audit<br />The role of the social media and digital marketer<br />Roles, collaboration and values of users/customer base<br />We (the class) learn from each other<br />Social media transparency requires honesty; ethics<br />Tactical technicalities may change daily but strong marketing and digital strategies stand the test of time<br />Groundswell’s Listening, Talking, Energizing, Supporting, Embracement<br />The importance of SEO on the web and in social media<br />Ability to think for yourselves in web marketing<br />Real-world skills in Web mktg, SoMe communications, SEO and CMS<br />Use of real biz-world tools (WordPress, SharePoint, Google AdWords, etc.)<br />Class research/recommended sources:<br /> <br /> <br /> <br /> <br /><br /> <br />Also, access to Books24x7<br /> <br />Class 1.0 – The Digital/Social Media Audit 8/24/11<br /><ul><li>This is not a class on tools – it’s about strategy and objectives.
  2. 2. Assignments due by the end of this class:
  3. 3. Read Groundswell chapter 5: Listening to the Groundswell (start p. 77)
  4. 4. Read Search Engine Optimization chapter 8: Building Links (start p. 125)
  5. 5. Reference:
  6. 6. Pick teams (SoMe pros divided), pick a point person, and your team’s big online/SoMe brand/product (No Dell, BestBuy, Dominos, Apple or Obama election campaign).Either B2C (PR, customer loyalty rewards, e.g. airlines) or B2B (case studies, form fillouts, white papers and media partnering).These will be documented/reviewed in class.
  7. 7. For your team’s brand, identify a brand-owned, single, specific web page or facebook page. We will review this in class. Here are criteria for you to look for:-  Will this brand and online communities exist all semester long? Its not just a temporary campaign?-  Would typical consumers be interested in this brand and communities? Is there something there they would want to visit, preferably more than once?-  E.g., are there customer incentive online communities such as a coupon microsite, customer rewards community or viral content page.- There are consumer reviews around this brand. E.g., look at all the consumer commenting on And consider geo-local app reviews, such as in Foursquare, Yelp, Gowalla, etc. -  There are brand- or consumer-promotions and two-way conversations in blogs, Tweets, Facebook, etc. Likewise, there are brand-meets-consumer discussions online. </li></ul>Class 2.0 – AiMA event 8/31/11<br /><ul><li>see for info
  8. 8. don’t register, but pls if you can show up to the Aug. 31 6:30 pm event (not required) on social media gamification.
  9. 9. If attending, please RSVP/notify me personally in advance via email by 8-25-11
  10. 10. No regular class this night.</li></ul>Class 3.0 – Communities & Measurement 9/7/11<br />ASSIGNMENTS DUE THIS CLASS:<br />Read SEO book “The History of Search Engine Optimization” (the book intro) and Chapter 1: “Getting Started with Search Engine Optimization” and reference Chapter 7: “Creating Communities”<br />Read following excerpt from “Design To Thrive: Creating social networks and online communities that last” in Required Reading tab or here: <br /> <br />Read excerpt from Mitch Myerson’s Mastering Online Marketing MstrgOnlineMktg (The Marketing Funnel): <br />TEAM SOFTWARE ACCOUNT REQUIREMENTS:<br />I would recommend opening an account in project management/collaboration software for your team, such as GoogleDocs or the free version (free permanent, not the free 30-day) of <br />Pick team usernames/passwords/email for social media sites, to share admin permissions for this course. My suggestion is you create a team email address like: , with a common password for the group like: GSUBravesSoMe . You can use these to create your team blog, Twitter and other SNS (social networking software) accounts.<br />Generate your single, team brand-specific wordpress blog (and allow search engine access; investigate the edit mode, pages, etc.; you don’t have to write a post yet; for more on WordPress, there are many sources available as e-books via the GSU online library and Also, NOTE: You can be creative and achieve a blog design you want with customization, BUT DO SO AT YOUR OWN RISK! Changes to interface can change the structure, content, etc. Remember; often changing 1 thing in web software changes another thing, AND THERE ARE NO UNDOS. You will not get a better grade for design or HTML/CSS coding achievements; that’s not the focus for this class. Your brand blog is recommended to show these attributes to the viewers:-  email subscription-  RSS subscribe-  tag cloud-  social media links (Twitter)-  categories -  blog stats-  top clicks-  when you create your blog, it will give you the option to enable search engines to crawl your blog. YOU WANT THIS; DO NOT BLOCK search engine spiders.To see these elements on a blog in action, see their location on both this syllabus blog and my personal blog: But location of these elements on the blog is entirely up to you. We will review each of your team blogs in class.<br />Open a single, team brand-specific Twitter account specifically for this course<br />Open a free, single, team brand-specific HootSuite account – all Tweets for this course MUST be sent via<br />All social media profiles require info and avatars (team profiles require photos and names of ea team member)<br />Open singe, team, free accounts in and<br />INDIVIDUAL SOFTWARE ACCOUNT REQUIREMENTS:<br />Open an individual account – save to it throughout this course. NOTE: YOUR DELICIOUS BOOKMARKS WILL BE DUE TO ME WITH THE FINAL EXAM.<br />Open an individual RSS reader account, such as Google Reader, and populate with your research channels and sites.<br /><ul><li>Ensure your individual avatar/profile are done on mySite ;
  12. 12. Measurement plan
  13. 13. The marketing funnel
  14. 14. HootSuite
  15. 15. Monitoring
  16. 16. Google Alerts
  17. 17. Tool specifics</li></ul>Class 4.0 – Objectives & Strategies 9/14/11<br /><ul><li>ASSIGNMENTS DUE THIS CLASS:</li></ul>Read Obama case study: Read “The Social Pulpit: Barack Obama’s Social Media Toolkit”. Edelman. 2008.<br />Read Groundswell chapter 6: “Talking” (start p. 99)<br />Read “The Long Tail Theory” by Chris Anderson<br />Reference: <br /><ul><li>DISCUSSION:
  18. 18. Hub & spoke
  19. 19. Obama case
  20. 20. The Long-tail theory
  21. 21. KPIs</li></ul>Class 5.0 – Metrics & audience analysis <br />ASSIGNMENTS DUE THIS CLASS:<br />Read Groundswell chapter 3 “the Social Technographics Profile” p. 39-62<br />Read Groundswell chapter 7 “energizing the groundswell” (starts p. 129; includes Net Promoter Score; through p. 151)Reference Groundswell Table 8-1: ROI of a community support forum (p. 162)<br />Read “Is Net Promoter Really the Ultimate Question?” by Drew Neisser <br /> <br />See The Groundswell web page – build a profile: <br /> <br />Referance <br />DISCUSSION:<br />Klout Score for Twitter: <br />Social technographics profile<br />Net Promoter Score<br />Social media and psychographics<br />Class 6.0 - Content strategy & writing<br />ASSIGNMENTS DUE THIS CLASS:<br /><ul><li>Reference “SEO Copy Guide” doc:
  22. 22. Read SEO book pp. 50-55 (guides for building and writing web and blog content. NOTE: you do not have to know HTML for this class – but principles of handling content, e.g. with italics or in links, are important and achievable without HTML).
  23. 23. Read chapter 3 “Audience Analysis” from Management Communications: Principles and Practice, 3rd ed., by Micheal E. Hattersley and Linda McJannet (NOTE: This excerpt is 6 pages.):
  24. 24. Reference “Creative Strategy Brief” doc; a guide to planning for creative and copywriting: </li></ul>DISCUSSION:<br /><ul><li>SEO approaches
  25. 25. Blog posts
  26. 26. Twitter
  27. 27. Midterm Q&A</li></ul>Class 7.0 – Web 2.0 History & theory<br />ASSIGNMENTS DUE:<br /><ul><li>Midterms due</li></ul>DISCUSSION:<br /><ul><li>Reference Web 1.0 vs. Web 2.0:
  28. 28. History of sites, growth, etc.
  29. 29. Gartner’s Hype Cycle
  30. 30. Past social-cause social sites