MKTG 6226F: Social Media for Marketing and Management

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

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?  

Learning how to “do”? “What do I need to know and do in order to develop a successful social media marketing plan?”

Learning new ideas!

“How is social media an enabler that is changing our social dynamic—for people, business, other organizations, and governments alike?”

6226F  =  A  HUMAN  Experience  

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

Overall Learning Experience

•  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

•  Significant but reasonable Workload

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

A Participative Learning / Experience

•  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 Personally Beneficial Learning

Experience

• 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 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 learning-

oriented 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

A Case Based Learning Experience

• 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

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

TSN  

Matchs/ck  

Custom  Performance  Solu/ons  

The  Concerned  Kids    

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

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  

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  

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  

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  

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+