Acerca de este curso: Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)
Creada por: Universidad Northwestern
Enseñado por: Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc
| Información básica | Curso 4 de 6 en Social Media Marketing Specialization |
| Compromiso | 4 weeks of study, 1-3 hours/week |
| Idioma | English |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Programa
SEMANA 1
Content Strategy
In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.
2 videos, 7 readings
- Reading: Welcome to MOOC 4!
- Reading: Meet Your Instructors
- Reading: Grading and Logistics
- Vídeo: Importance of Content in Social Marketing
- Vídeo: Paid / Owned / Earned Media
- Reading: Social Marketing Toolkits
- Reading: Course Bookstore
- Reading: A Note on the Frequency of Capstone Offerings
- Reading: Special Toolkits for Paid/Financial Aid Learners
Calificado: Quiz 1
SEMANA 2
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 videos, 1 reading
- Vídeo: How to Develop Facebook-type Advertising Pt 1
- Vídeo: How to Develop Facebook-type Advertising Pt 2
- Reading: Free Social Marketing Toolkit
Calificado: Quiz 2
SEMANA 3
Social Integrated Marketing Communications (IMC)
In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification.
13 videos, 5 readings
- Vídeo: Social IMC Strategy
- Vídeo: What is Gamification?
- Vídeo: Keep Them Coming Back
- Vídeo: Applications for Social IMC Strategy
- Vídeo: Social IMC Example: Ridgid Plumber Forum
- Vídeo: Social IMC Example: Carling Black Label
- Vídeo: Social IMC Example: North Face
- Vídeo: Social IMC Example: American Express
- Vídeo: Engaging Your High-Value Markets
- Vídeo: Rolling Out Your Blog
- Reading: Assignment Overview
- Reading: Download the A/B Testing Assignment Spreadsheet
- Reading: Free E-books on A/B Testing
- Vídeo: A simple way to find hourly & daily results using Bitly
- Reading: A Note on Using Bitly for A/B Testing
- Vídeo: Finding the Hourly Stats with Bitly
- Reading: Finding the Hourly Stats with Bitly Screenshots
- Vídeo: New Bitly Instructions
Calificado: Quiz 3
Calificado: Marketing Your Blog: A/B Split Test Messages
SEMANA 4
Measuring Your Social Programs
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
4 videos, 2 readings
- Vídeo: Three Social Strategies
- Vídeo: Measuring Social IMC Programs
- Vídeo: Key Performance Indicators
- Vídeo: Testing Your Strategies
- Reading: Download the Lecture Video Slides
- Reading: What Comes Next?
Calificado: Quiz 4
Preguntas Frecuentes
Cómo funciona
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creadores
Universidad Northwestern
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
great mooc
The tool kit and guidance on how to create a blog is extremely valuable and effective.
Best course on Marketing and Social IMC
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The Week 4 Videos and Quiz should be before Week 3. The videos refer to A/B testing the blog after we've already tested it. In the forum there was not anyone supervising or answering questions.