Post on 02-Nov-2014
description
TEACHING SOCIAL MEDIA
MARKETING
Tracy Tuten, East Carolina University
Michael Solomon, Saint
Joseph’s University
Key Text Topics
Part 1: Strategic planning for SMM Part 2: Social zones Part 3: Social research and
measurement
Zones of Social Media
Exemplar Channels
Resources
Zonesofsmm.com hub for content Sample syllabi Current events feed Links to videos and paper.li
YouTube playlists organized by zone Diigo social bookmarking group Paper.li for daily current events IM, PPTs, Test bank available from
Pearson
Updates on Current Events
Diigo Shared Social Bookmarking Group
Links to Video Playlists
Daily Paper.li
Course Structure: Activities
Group Options Create a SMM Plan for a client Execute an Impact Project Conduct a SMM audit for a brand and its
major competitor Lead the class on a development in SMM
Individual Options Ongoing content creation – blogging,
tweeting SM presence – Footprint improvement
Course Challenges
Monitoring and grading micro-content
Maintaining balance between traditional course activities (reading, lecture) and true involvement (content creation)
Encouraging students to develop a somewhat professional identity in social media
New developments in the industry daily
“…we’re all bozos on this bus.” Firesign Theater 1971
The Platform Tutorial
1. Group presentation during the semester:
A 15 minute lesson on a social media platformWhat is it?Who uses it?What need(s) does it satisfy?HOW DO WE USE IT?How can it be improved?
The Platform Tutorial
2. End-of-term project and “pitch” to VCs (i.e. classmates):
A marketing plan based upon one or more of the platform improvements the group suggested during Phase 1
3. The VCs vote on the best pitch. The winning group receives backing (i.e. bonus points from their benevolent and wonderful professor).
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The Critique
Small profit on pay-for-play versions Free versions have extensive
advertisements Many competing social media games Overextending the brand
American Diabetes Association Social Media Strategy: Facebook
User Profile Follow Other Users Create Driving Route Search for Routes Updates Road Conditions
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Social Media & Experience Strategy•Develop secondary Groupon platform targeting merchants where consumers are spending their non-discretionary income.
•Investments•Housing•Insurance•Auto
At the End: An Archive of Tutorials
Q&A?