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)
Este curso forma parte de Programa Especializado - Marketing por redes sociales
Content, Advertising & Social IMC
ofrecido por
Acerca de este Curso
4.7
636 calificaciones
Habilidades que obtendrás
Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Programa - Qué aprenderás en este curso
Semana
1Content 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 (Total 13 minutos), 7 readings, 1 quiz
7 lecturas
Welcome to MOOC 4!10m
Meet Your Instructors10m
Grading and Logistics10m
Social Marketing Toolkits10m
Course Bookstore10m
A Note on the Frequency of Capstone Offerings10m
Special Toolkits for Paid/Financial Aid Learners10m
1 ejercicio de práctica
Quiz 18m
Semana
2Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 videos (Total 15 minutos), 1 reading, 1 quiz
2 videos
How to Develop Facebook-type Advertising Pt 27m
1 lectura
Free Social Marketing Toolkit10m
1 ejercicio de práctica
Quiz 210m
Semana
3Social 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.
14 videos (Total 110 minutos), 3 readings, 2 quizzes
14 videos
What is Gamification?9m
Keep Them Coming Back7m
Applications for Social IMC Strategy4m
Social IMC Example: Ridgid Plumber Forum8m
Social IMC Example: Carling Black Label9m
Social IMC Example: North Face7m
Social IMC Example: American Express9m
Engaging Your High-Value Markets17m
Rolling Out Your Blog6m
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5m
Step 2 - Creating your Tracking URLs6m
Step 3 - Executing Your Plan5m
Step 4 - Analyzing your Results3m
3 lecturas
Assignment Overview10m
Download the A/B Testing Assignment Spreadsheet10m
Free E-books on A/B Testing10m
1 ejercicio de práctica
Quiz 318m
Semana
4Measuring 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 (Total 28 minutos), 2 readings, 1 quiz
4 videos
Measuring Social IMC Programs9m
Key Performance Indicators3m
Testing Your Strategies8m
2 lecturas
Download the Lecture Video Slides10m
What Comes Next?10m
1 ejercicio de práctica
Quiz 416m
40%
comenzó una nueva carrera después de completar estos cursos
40%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Principales revisiones
por AH•Feb 6th 2016
This is my favorite course of the series so far. Information dense, the hands-on class project for this unit will help unpack the mystery of A/B split testing using free online tools. Recommended!
por RR•Feb 17th 2017
This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs
Instructor
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy IncAcerca de 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.
Acerca del programa especializado Marketing por redes sociales
In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions.
Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit.
Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
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