Advanced Social Media Marketing for Business

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1 Advanced Social Media Marketing for Business About This Certificate Program Certificate Title: Advanced Social Media Marketing for Business Class Dates and Locations: Virtual, 2/4/2019 5/19/2019 Term / Year: Spring 2019 Technology Requirements: A personal social media account on multiple platforms will be required for this class, including but not limited to: Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, Pinterest, Swarm, Tumblr, Houzz, Yelp, etc. About The Team Program Director: Nancy Dibert ndibert@udel.edu Program Administration Program Manager: Vic Wang vicwang@udel.edu Other requirements: 1) a mobile device is required for the classroom sessions; 2) access to a computer (PC or MAC) with internet connectivity is required for virtual sessions. Certificate Description: Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, Pinterest, Swarm, Tumblr, Houzz, Yelp - The social landscape is evolving rapidly and organizations are looking to leverage social platforms as powerful additions or alternatives to traditional advertising and to reach their target audiences. Strategic social media marketing is an essential component of a successful marketing mix. Successful participants will develop skills to effectively and successfully research, plan, develop, integrate, and execute a comprehensive social media marketing strategy, integrated campaign, targeted content, and paid placement, then measure the success. Learn to create social media marketing campaigns that are innovative and drive engagement with the target market. The group project provides in-depth, hands-on exploration of current platforms, tools, and methodologies for creating, executing, and evaluating a social media marketing strategy to support organizational, communication, and marketing goals. Classes include lectures, multimedia demonstrations, in-depth content, case studies, open discussions, and testimonials from businesses successfully using social media marketing. This class offers dynamic, interactive, fast-paced, and highly engaging content to ensure participants are ready to take on today s social media landscape at the conclusion of the course. Beginning each week on Mondays, participants will have until Sunday to complete each week s assignments while continuously collaborating and working on the group project. Plan to allocate between 8-10 hour per week towards this program. The curriculum and all instructional materials used in this course are copyrighted material and are the property of the University of Delaware. The materials may not be reproduced or distributed in part or in whole to any individual or organization without written permission of the University of Delaware, Division of Professional and Continuing Studies. Copyright University of Delaware, 2018

2 Certificate Objectives: At the end of this course, participants shall demonstrate competency in the following areas: Identify and demonstrate an understanding of the various social media platforms and techniques to successfully initiate, integrate, organize, and implement phased social media incorporation into existing offline and digital marketing communications structures. Demonstrate an understanding of social objects, paid media, earned media, owned media and content curation. Create an effective and extended communications road map for social media implementation to elevate communication, marketing, and branding efforts. Contribute to organizational marketing communication decisions, growth management, and strategy discussions. Conduct and document a comprehensive audit of an organization s social media footprint and online reputation. Craft a social media response decision tree for user engagement and crisis management. Evaluate scenarios when organizations may consider temporarily going dark on social media platforms. Develop content calendars for original and user generated content. Leverage target messaging to content and platform influencers to extend reach and support organizational, communication, and marketing goals. Leverage gamification techniques to increase user engagement while staying compliant with the rules of engagement for social media platforms. Develop a social media toolkit - suited to platforms, context, audience, and scope - that effectually addresses organizational, communication, and marketing goals. Evaluate current social media measurement tools, tactics, and methodologies, both quantitative and qualitative. Plan measurable social media goals and research, develop, launch, and execute a social media strategy for digital storytelling to engage with target markets and timeline to achieve the goals. Recognize the costs and benefits of and develop, launch, and manage paid campaigns across social platforms to support organizational goals. Acquire practical experience using social media measurement tools, tactics, and methodologies to measure and analyze social media efforts and performance for organizational goals, engagement, performance, and ROI, and create updated strategic deployment plans to adjust future campaigns based on results. 2

3 Week 1: Introduction to Social Media Marketing Overview, history, and scope of social media marketing Standout social media marketing examples Social sales cycle Understanding consumer needs The Pillars of Delight Consumer insights Technographics Ladder Social Media Audit Situational analysis of existing footprint Competitive analysis Audiences Audience modeling Creating personas Identifying targeted audiences and influencers Group Project Group project parameters, group assignments, nonprofit assignment Week 2: Developing a Strategic and Comprehensive Social Media Marketing Plan Aligning organizational mission, vision, values, and financial objectives with marketing goals and social media opportunities Integrating social media marketing strategy and initiatives Defining data-based social media goals, objectives, strategy, and tactics Developing and communicating a social strategy, plan, timeline, and budget Benchmarking and identifying KPIs to fit goals Sprinkler vs. Waterfall strategies Strategy execution: Engagement cycle, sales process, engagement grid, and channel plan Content Marketing Understanding social objects, paid media, earned media, owned media and content curation Message Pillars Content Pillars: Creating content with a purpose Engaging content: brand story, planning, mapping, calendaring, and creation The 5 types of content marketing: entertain, inspire, converse, educate, convince User generated content Week 3: Social Media Tools Sprout Social Hootsuite Crowdfire Scheduling and multiple network posting 3

4 Social Media Platform (Facebook) Week 4: Campaigns Planning, developing, and executing social media marketing campaigns Cross-channel integration Potential action points to meet campaign goals Digital storytelling strategies Social Media Platform (Twitter) ManageFlitter, Tweriod, Followerwonk Week 5: Social Media Platforms (Instagram) RePost, Planogram Week 6: Social Media Platforms (Snapchat) Engagements and Assets Golden rules of social media 4

5 Engagement and nurture marketing strategies Secure creative assets for social media platform Week 7: Social Media Platforms (YouTube) Social Media Platform (Pinterest) Week 8: Social Media Platform (LinkedIn) Week 9: Social Media Platforms (Foursquare/Swarm, blogging platforms (Tumblr, Wordpress, Blogger)) Channel basics Influencers Creating brand advocates and managing evangelism Engaging influencers and connectors Social Media Platforms (Wikipedia, Houzz, Yelp) 5

6 Channel basics Engagement Finding conversation triggers Researching and engaging with potential business opportunities Community advocacy Social media for customer services, public relations, and human resources recruitment Facebook and LinkedIn Groups Community management Week 10: Paid Placement and Ads Social media platform paid ads and boosted posts Selecting audiences for paid placement Developing social media ads that get attention and clicks Calls to action Week 11: Listening The importance of listening Examples of listening campaigns Listening, monitoring, research, analysis, and action Gamification Social media gamification case studies Rules of engagement for sweepstakes, giveaways, and games Social media gamification case studies Rules of engagement for sweepstakes, giveaways, and games Week 12: Advanced Social Media Toolkit Tools, software, apps, and resources - free and paid options Scheduling and multiple network posting Social media management systems Social media automation and when to use it Basics of Chatbots Social Media Policies and Guidelines Guidelines, policies, and governance for social media use Creating a social media marketing policy and escalation process Internal readiness plan for user engagement and crisis management Using multiple devices 6

7 Week 13: Measuring and Analytics Measuring the results, impact, and effectiveness of social media marketing efforts Differentiate between social media platforms for data collection and analytics Reports Build the reporting foundation Sample reports Automating reports Reporting and Measuring ROI Differentiate platform metrics and how they apply to social media marketing goals Measuring and calculating return on investment for social media campaigns Different reports for different departments based on KPIs Benchmarking and KPI reporting Honing the execution plan: Responding to analytics Measuring success of integrated campaigns Week 14: Basic Video Production Copyright considerations Imagery Video Audio Video manipulation.gif creation Social Media Management Career For SEO Week 15: Group Presentations Group project presentations of comprehensive social media marketing strategy including audit, plan, campaign, influencers, ad spend, budget, and results. 7