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Aleem Visram Schulich School of Business
Schulich School of Business
Social Media & Marketing for Management
MKGT 4226 Section R
Wednesdays, 2:30-5:30pm
Jan 8- April 9
Room: SSB W133
Instructor: Aleem Visram, HBA, MBA
Email: avisram@schulich.yorku.ca
http://www.youtube.com/watch?v=Slb5x5fixk4
http://www.youtube.com/watch?v=Y4EwCG8Z498
Aleem Visram Schulich School of Business http://www.youtube.com/watch?v=EzVsAY4UAh0
http://www.youtube.com/watch?v=gsNaR6FRuO0
My cousin Selina, age 2
SOCIAL MEDIA
What is Social Media?
How did social media change business marketing?
What is an example of a company who has a good social media strategy? Why is it good?
What is an example of a company with a bad social media strategy? Why is it bad?
THE POWER OF SOCIAL MEDIA
[and why I love it]
The story of tiger bread
The exchange began trending on Twitter but
then died down, before it re-emerged on social
networks last week.
"In response to overwhelming customer
feedback that our tiger bread has more
resemblance to a giraffe, from today we will be
changing our tiger bread to giraffe bread and
seeing how that goes," the supermarket said.
SOCIAL MEDIA IS HUGE [or why we should care]
Aleem Visram Schulich School of Business
Canadians, Digitally World Class
Canadians watching online video
80%
Source: 1. Ofcom UK, International Communications Market Report 2010, Dec 2010 2. Ipsos Reid Canadian Inter@ctive Report, Oct 2010 3. eMarketer, Mobile Phone Subscribers and Penetration in Canada, May 2010 4. comScore qSearch Dec 2010 5. com Score Video Metrix, June 2010 6. Ipsos Reid Inter@ctive Reid Report, Q209
Of Canadian Households have broadband access
80% Canadian mobile penetration
(34% smartphone) 76%
Average Hours per Viewer of online video in one month
13.5 Searches per month in Canada
3.7B Mobile internet penetration
(8% - 3G penetration)
38%
Aleem Visram Schulich School of Business
Transformation of Consumers is Underway
YouTube views Justin Bieber Baby: 600M+
Groupon
51M subscribers, up 25% YoY
Farmville 800K virtual tractors sold
daily
ebay A mobile purchase every second
iPhone App store More than 10 billion
apps downloaded
Angry Birds 65 million minutes played every
day on mobile
HOW DOES ALL THIS IMPACT BUSINESS, MARKETING, AND MANAGEMENT?
Aleem Visram Schulich School of Business
Hyper Sociality in Business
Human 1.0 Hyper Sociality
Autocracy- corporate voice Democracy- equal voice
Controlled, channelled
messaging
Platform of participation and
connectivity
1 way communication 3 way communication
Command and Control Reciprocity & Altruism
Limited communication Open Communication
Delayed communication Instant communication,
reaction & response
Low trust High trust
High marketing spending
and advertising
Consumer messaging,
WOM and tribes
Corporate Behaviour Group Behaviour
Business control product
information
Consumers control product
information
Aleem Visram Schulich School of Business
MY BACKGROUND
Summer Internship- Pfizer/ Adams
Breath easy, breath icy http://www.youtube.com/watch?v=jXiogWcSerU
Assistant Marketing Manager, American Express
Program Manager, AKDN Afghanistan
http://www.youtube.com/watch?v=btzrjJ9gxAY Start: 1:16
Associate Marketing Manager, Kraft Canada
Full page advertorials in H&H, Whats Cooking and Canadian Grocer
Co-marketing
Banner specific offers to drive purchases
Online/Interactive/E-mail
Banner ads in Canada.com and in Whats Cooking e-mail newsletter.xE-newsletter to Tassimo registrants
highlighting European SKUs through DTC with free
S&H offer
Billboards
Montreal OOH billboards in targeted
SVC areas to increase awareness
Tassimo
Marketing
In-store and OOH Demos
In-store demos in department & grocery
OOH demos in bridal, home and womens shows
TV
Website
Interactive demos, product info,
e-shop, reviews and store
locator tool (with link to
Mapquest)
Consumer
Promotions
In-store merchandising and
displays in key stores
Associate Marketing Manager, Tassimo
PR
Launch PR events, Christmas in
July, Holiday Media Influencer
Program and BT giveaways
Ecommerce & Social Media
First online sales & social media for Kraft Canada ever!
Aleem Visram Schulich School of Business
Marketing Manager, Maxwell House
http://www.youtube.com/watch?v=dLnvfgXn7EM
TV
PRODUCT NEWS/
INVITATION TO BREW
SOME GOOD ON THE HOUSE
SUBWAY FREE RIDES,
SAMPLING, CELEBRITY,
MACLEANS MAG. DISTRIBUTION, LIVE
MEDIA COVERAGE
KEY MESSAGE:
Its a better Maxwell House, Its a better
morningBrew some Good.
WEBSITE AND
ONLINE
GOOD NEWS/ BREW SOME
GOOD, Youtube and Facebook
page
PR
BREW SOME GOOD NEWS
SAMPLING
PRODUCT NEWS/
BREW SOME
GOOD
NEW COFFEE/
BREW SOME
GOOD
BREW SOME GOOD SUPPORT FOR
HABITAT
BREW GOODERS FEATURE
Yonge & Eglinton Square- TO,
Berri- Montreal
Headed to Eglinton
subway station for a
regular day of work
Delighted to be
greeted by warm
fresh cup of coffee
Hears some music and sees
celebrity busker
(Chantal Kreviazuk- Toronto /
France DAmour Montreal)
Realizes MH is raising
money for Habitat
In her way in the
station, gets a Free
subway ride On the
House
Gets a Free sample of
Macleanss with MH insertion
Covering the event
Live
On the House snapshot - customer journey
MAXWELL HOUSE IS BREWING SOME GOOD
Goes to website
or social media
for more info or
to donate
Cough & Cold Category Marketing Manager, Novartis Consumer Health
Cough & Cold Category Marketing Manager, Novartis Consumer Health
Buckleys: http://www.youtube.com/watch?v=TeVQxuTwduI
Otrivin: http://www.youtube.com/watch?v=RVdrq7cpyJU
Aleem Visram Schulich School of Business
Awareness
Trial
Purchase
Marketing Communication Plan, Tetley Infusions
TV Online
PR Print
Goodlife gyms
Events In-store demos Merchandising
Coupons
Cross Promotions
Senior Brand Manager, Tetley Canada
Marketing Professor & Assistant Director, Schulich Centre for Teaching Excellence (SCTE)
Winner of the 2012 Schulich BBA Teaching Excellence Award
http://www.youtube.com/watch?v=LGEpkaABlxc
COURSE OBJECTIVES
1. Understand what social media is, identify its key characteristics and different types, understand its relationship to other relevant terms.
2. Demonstrate knowledge about underlying characteristics of social media.
3. Be familiar with research techniques and methods applied to social media, how these methods work and what types of business and market research questions it can answer.
4. Apply the rules and guidelines of social media in marketing and organizational communications.
5. Distinguish between marketing problems to which social media are suited for from those that are not appropriate.
6. Evaluate social media communications campaigns in terms of their quality and success.
7. Plan and implement a social media campaign to solve a marketing problem.
COURSE TOPICS
Origins of social media and the online community movement
Terminology issues: distinguishing between new and traditional media, and between organic and amplified word of mouth
Cultural and social bases of online community, culture and tribes
Marketing and organization research methods: online observation, social network analysis and netnography
Building social media communications into marketing strategy and tactics
Social Media Metrics: how to measure and track online and offline word of mouth and influence
Ethical aspects and codes of conduct in the industry
COURSE AGENDA
Week 1: Introduction
Week 2: Community and Word of Mouth (WOM)
Week 3: Reputation & Influence- Key Influencers and Ambassadors
Week 4: Social Media Market Research- Netnography
Week 5: Market Strategy & Content
Week 6: Narrative Strategy, Storytelling and TransMedia
Week 7: Social Networking Sites (SNS) & Microblogs
Week 8: Reading Week (No Class)
Week 9: YouTube, User Generated Content (UGC) and Innovation
Week 10: Mobile Marketing
Week 11: Measurement & ROI
Week 12: Social Media Marketing Presentations: Groups 1-5
Week 13: Social Media Marketing Presentations: Group 6-9, wrap-up
Week 14: Final group written report due April 9th via turnitin.com
COURSE EXPECTATIONS
1. Come to all classes on time and prepared (having read the readings or assigned materials).
2. Actively participate in class by contributing to class discussions with meaningful, knowledgeable and insightful comments, both in class and online on the Facebook discussion forum.
3. Treat your peers with respect: engage in debate and discussions with your classmates, but do not heckle or embarrass them.
4. If you are going to miss a class, please email me BEFORE the class to let me know with a legitimate reason. You are still expected to complete the assigned readings or assignments and submit them on time and follow up with your classmates for anything you missed, as well as participate in the Facebook discussion.
5. Do not use laptops and cell phones in class unless instructed.
COURSE REQUIREMENTS
1) Purchase the course kit from the York University
bookstore (the course kits from Fall 2013 are the same,
but anything older is missing the new cases and readings,
you will need to download them from the HBS website if
you buy the old course kit from previous students).
2) Do the readings for the class from the course kit for today:
Gossieaux, Francois and Edward K. Moran (2010), The Hyper-social Organization: Eclipse your Competition by
Leveraging Social Media, Chapter 1: How Did We Get
Here?
TRUSTe Whitepaper, "The Pros and Cons of Social Media Marketing," 2010, pg 1-7.
3) Go to: http://hbsp.harvard.edu/ choose Schulich Social
Media- Winter 2014' under course selection to download
the cases for the class.
COURSE REQUIREMENTS
4) Join the class Facebook Discussion group: Search 'Social
Media for Marketing & Management- Winter 2014
https://www.facebook.com/groups/650899854951649/
Please note that this discussion forum is only for students in this
class, so please DO NOT invite anyone else.
5) Join the turnitin.com course: www.turnitin.com
Search for "Social Media Marketing & Management- Winter
2014" under Aleem Visram The password is "socialmedia"
(all 1 word lower case).
COURSE EVALUATION
1. Class participation (In class and facebook discussion) 15%
2. Individual Class Leadership (preparatory research, in-class presentation and report) 25%
3. Individual Case Analyses (2 of 4 cases- 15% each) 30%
4. Social Media Team Project (15% Presentation, 15% Team Written Report) 30%
NOTE: There are NO exams in this course. All assignments, presentations and written reports MUST be submitted on turnitin.com before class to be considered for evaluation.
Aleem Visram Schulich School of Business
Participating online
1. Pure socializing doesn't count (like "Hi there. How's it
going?".... "I thought this movie was great!")
2. Don't simply ask a question. Give some background or
explanation.
3. Practical questions about the course should be placed in
CMD or asked by email.
4. Respond to what other students are saying or asking. I
want you to talk to each other. This is volleyball, not ping-
pong.
5. Be HELPFUL and friendly to each other.
6. If you mention people you know, remember to protect
their anonymity/privacy.
Aleem Visram Schulich School of Business
Participation grading criteria
4 out of 4: Shows excellent preparation. Analyzes readings
and synthesizes new information with other knowledge (from
other readings, course material, discussions, experiences,
etc.) Makes original points. Synthesizes pieces of discussion
to develop new approaches that take the class further.
Responds thoughtfully to other students' comments. Builds
convincing arguments by working with what other students
say, but may question the majority view. Stays focused on
topic. Volunteers regularly in class and online but does not
dominate.
INDIVIDUAL CLASS LEADERSHIP
You will be required to research, understand and discuss the social media topic you choose from the class presentations list
You work individually on your topic, but you will coordinate efforts with other students who chose related topics to present on the same day
You will work with the other presenters on the same day to develop a list of questions for class discussion (at least three per topic) and the complete list of texts studied to be sent via turnitin.com before the class in your written report
Your brief presentation (maximum 5 minutes) must be shared in the social media format of your choice (e.g. ppt, prezi, YouTube video, slideshare slideshow, series of Tweets or combination). This must be posted on the course fb page following the class so that they are accessible to all members of the class.
You must submit a 2 page hardcopy summary (max 700 words) of your research on the topic on the day of your presentation (include references). Late assignments will not be accepted.
INDIVIDUAL CLASS LEADERSHIP
Your class presentation and written assignment (700 words or less) will answer the following:
1. What is the definition of your topic or subject?
2. What are some examples of a product or service that executes your topic WELL? Why do you think it is GOOD?
3. What are some examples of a product or service that executes your topic POORLY? Why do you think it is BAD?
4. Provide some guidelines of what companies should do (or not do) with respect to your topic USING RESEARCH SUPPORT.
5. Provide a summary of your recommendations and conclusions (based on your analysis and outside research).
INDIVIDUAL CASE ANALYSIS
You must read and prepare all 4 cases for class discussion
You can choose among 2 of the 4 cases to submit a write up of 2 pages maximum (no more than 700 words) in response to the case questions
This is an individual assignment- NO collaboration is permitted
Case write-ups are due before class (Wednesdays @ 2:30pm) and must be submitted to turnitin.com
Late assignments will not be graded
Assignments will be graded and returned to you with comments via turnitin.com
Each assignment is worth 15% for a total grade of 30% of your final mark and will be based on your analysis and recommendations
I will only mark the first 2 case write-ups submitted for each of you, do not submit more then 2 write-ups as I will NOT mark them
SOCIAL MEDIA MARKETING PROJECT
In a 5-6 person team, you will develop and present a social media
marketing program for either:
A. Molson (Groups 1-4: Presentation March 26th)
B. Car Detailing (Groups 5-9: Presentation April 2nd)
1. The team will analyze the brand strategy, 3Cs (consumer,
competition and corporate capabilities) and 4ps (product, place,
price, promotion). The team will use netnography and/or other
online research techniques to investigate, report upon, and
analyze the online environment within the category.
2. You will work your strategy into a coherent and integrated social
media marketing plan, complete with measurement tools to
evaluate the effectiveness of the SSM plan and include a short
term (6-12 months) and long term plan (1-2 years) for the
campaign.
SOCIAL MEDIA MARKETING PROJECT
3. The team will make a full report to the class in a 20 minute
presentation, followed by a brief Q&A/comment session. Your
complete project deliverable, due on April 9th, before midnight,
via turnitin.com, includes:
A 10-page report of which the first page is an executive summary. Cover, content list, and references are not included in
the 10-page limit. Maximum10 additional pages of appendices
are allowed. Use Times New Roman size 12, space 1.5 lines
spacing, and 1 inch margins on all sides.
Your presentation PowerPoint slides or a link to your presentation (if using flash).
EVERY group member must upload a Peer Evaluation Form to turnitin.com to receive a grade for the Final Project. 5% of your
final overall grade will be based on your peers evaluation of your
contributions.
Aleem Visram Schulich School of Business
Our next class- Community & WOM
Required readings:
Dichter, Ernest (1966), How Word-of-Mouth Advertising Works, Harvard Business Review, 16, 147-
Fournier, Susan and Lara Lee (2009), Getting Brand Communities Right, Harvard Business Review, April, 105-111.
Kaplan, Andrea and Michael Haenlien (2010), Users of the world, unite! The Challenges and opportunities of social media, Business Horizons, 53, 59-68.
Class Presentations:
Word of Mouth (WOM) Regulations and norms Brand Communities E-tribes Consumer Resistance
Guest Speaker: Elana Safronsky, Online Editor, HGTV and Shaw Media