Welcome. CAPE: DIGPRO Advanced Digital Engagement. Steve Lee, APR
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1 Welcome CAPE: DIGPRO Advanced Digital Engagement Steve Lee, APR 1
2 Syllabus Advanced Digital Engagement CAPE Social Media Certificate Course Instructor: Steve Lee, APR Phone: cell SKYPE: wonderlee Office: ULEE 216 on SMU Main Campus Purpose A deep dive into best practices, strategic uses and engagement techniques for all digital communication tools, especially blogs and social media networks defined for different organization sizes, types and industries. Emphasis is on engagement practices, varying writing techniques, statistical measurement, analytics and best practice SEO techniques. Learning Outcomes Research first, think second and then plan digital communication activities Understand and employ research techniques to determine digital communication understanding and expectations in most organizations * Define content and write regular blog articles and social media pushes Understand and employ content marketing techniques Live blog under the stress of covering an actual event in real-time *Understand and employ industry standard SEO techniques Understand how to evaluate web and metrics *Understand measurement metrics and techniques specifically to satisfy organization management needs Identify different engagement practices by company and/or industry type Class Meets 6-9p, Mondays 5/15/17-7/10/17 EXCEPT: 5/29 and 7/3 SMU Dallas Campus Umphrey Lee Center, Rm. 228 Recommended Text YOUtility by Jay Baer 2
3 Good News, Bad News No exams in this class But Lots of work Blog writing with perfect SEO weekly Analytics Reporting weekly Social pushes weekly (LI, Twitter, G+, FB), use #digpro hashtag Deep dives into SEO and Keyword Discovery Live blogging Discussion of digital quick planning Demonstrations of useful tools for research, collection, organizing, social media management, writing, monitoring and others 3
4 Learning Outcomes Research, think, plan Employ intelligence gathering techniques For general and specific understanding Write often and for a variety of channels Live blog under the stress of an actual event Understand SEO and digital measurement Understand how to discover keywords Learn news & social media monitoring and analytics 4
5 Learning Outcomes Identify engagement practices by company and/or industry type Understand circumstance-specific messaging Writing for differing digital circumstances Write for best practice SEO achievement Plan and monitor communication activities Evaluate digital communication efforts 5
6 Text & Media Reading Recommended: The NOW Revolution YOUtility Social Media ROI No Bullshit Social Media Current events: WSJ, BBC, NPR, local media Spend at least 20-minutes gathering news each day 6
7 Requirements Blogging Weekly, by 11:59p each Sunday (unless otherwise noted) on DigPro.qsigroup.com Late = do over, Poor SEO = do over, Both = You re Fired Analytics Reporting Weekly, by 11:50p last four Sundays monitoring and analytics report, SL PDF Social Media Weekly, tweets, comments and interactions Live Blogging An in-class exercise simulating a real event Prove you have LinkedIn, Twitter, Instagram, Pinterest & Facebook accounts 7
8 Course Schedule 8
9 Wisdom Intellectually, you know what all this is, now it s time to DO IT Have some fun. In fact, have lots of fun! Learning and trying new things is a blast, especially here You are unique and irreplaceable Be you, not what someone else says you are Master YOUR craft, your business, your interests, your passions You won t break it 9
10 Catch Up What have you forgotten from the first class? What do we need to review? What do we need to enhance? What is your One big thing Curly in City Slickers 10
11 Atypical This is not your typical continuing education course Tell us what you want to learn, learn it, apply it, then use it Experience is our objective Think and act like a digital pro Develop habits that set you apart from the rest 11
12 Thank You Steve Lee, APR (accredited public relations) Twitter.com/SMUSDigCom Class Hashtag: #DigPRO LinkedIn.com/in/SteveLeeAPR Facebook.com/SteveLeeAPR Twitter.com/SteveLeeAPR Instagram: SteveLeeAPR Snapchat: SteveLeeAPR 12
Adapting to Situations CAPE Digital Engagement and Advanced Social Media. Steve Lee, APR
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