Mini-MBA™: Social Media Marketing - Curriculum

How to Architect a Social Media Marketing Strategy 

The world is racing to keep up with social technology.  To gain a competitive advantage, marketers need to think big, but plan in stages.  After all, you wouldn’t build a house without a blueprint—so why jump into social media marketing without a strategy? Participants in this module will learn to apply an actionable 12-step social media marketing process designed to better connect with audiences, deepen relationships and drive profits.

Moving beyond traditional outbound marketing approaches, this course will demonstrate how inbound marketing strategies earn consumer interest by humanizing your brand.  The module will also touch on the rise of the social business and provide interactive work sessions designed to help you develop your process-driven blueprint using a case for a leading Internet marketer. 

 

Listening Channels in Social Media

Social media usage is exploding. All the cool kids are doing it. But how do you keep up with what people are saying about your brand? How do you know if they are positive or negative? Or how the conversation is trending? And how do you pull that off in every country around the world? To answer those questions, and many more, you need a social media listening program. You could start with a basic tool, such as Google Alerts, but many businesses find that they need more.

Key Takeaways:

  • Why social listening is important
  • Real-world case studies that show social listening in action
  • How different countries use different social media venues
  • How social media listening tools are evolving
  • What tools are available today
  • How today’s tools work, including their shortcomings

 

Social Media Crises, Landmines, Privacy and Security

Social media offers new ways to engage with your customers, promote your brand, and market your product. It also offers a multitude of new ways to offend customers, to have your brand jammed, to have your product #bashtagged and your messaging derailed. On social media, everyone becomes a publisher, and faces a publisher’s perils, including fair use, defamation and invasion of privacy -- should you play too fast and loose with customers’ information.

Key Takeaways:

  • How to deal with a Social Media crises where activists and competitors initiate “brand-jamming”
  • How to positively manage employees in social media given the collision of personal and professional on social networking sites
  • How to keep your privacy counsel and tech team in the loop
  • The proper management of the personal information collected from prospects and/or clients in the social sphere

 

Social Media Content, Power and Influence

This is a unique and fast-paced exploration of the surprising new sources of consumer and brand influence, a deep dive into the special importance of blogging, and a practical exploration of Twitter.

Key Takeaways:

  • How content is creating new marketing channels, PR opportunities, and personal influence
  • Fundamentals of content marketing strategy and its critical role in the marketing mix
  • Blogging best practices, tips, and tricks that deliver tangible business results
  • The insider's view of Twitter and how this platform can create powerful business benefits through customer service, business intelligence and professional networking

 

Measuring & Tracking Social Media ROI

This module identifies the measurements, tracking and analytic tools (many widely available for everyone on “open source” platforms) to prove return on investment of social media on your business. Best practices, case studies across B2B and B2C brands that have integrated social media into their business plan are discussed. There are team-based exercises to determine the Key Performance Indicators (KPI’s) that are right for your business. 

Key Takeaways:

  • Have a deep understinding of the principles on how to measure and prove ROI of social media
  • Have a working knowledge of various analytics tools and the insight that can be gleaned from them
  • A work plan to test, measure and improve your social media strategy for business success  

 

Social Platforms and Business Strategy

Successful social media marketing requires a deep understanding in how consumers and businesses use each of the major social networking websites. Each social media platform provides different functionality and limitations, and thus understanding effective tactics to ensure your business maximizes the potential that each website holds are essential to help in the effective implementation of your social media marketing strategy. This course will look at the, as of now, most important social media platforms of Facebook, Twitter, LinkedIn, WordPress/Blogging, YouTube, Google Plus, and Pinterest.  

Key Takeaways:

  • Deciding which platforms are most important for your business to focus on depending on your target market
  • Understanding the basic functionality, restrictions, as well as recommended tactics for each platform
  • Best practices for maximizing the marketing potential of each platform through examining case studies 

 

Social Media Advertising

Successful marketers consider all the ways their brands live socially: through content that is owned, content that is earned, and content that is purchased. This module investigates the interrelationship between these types of content and provides participants with deep insight into launching paid media campaigns on popular social media platforms.  

Through case studies and a lively discussion, participants will: 

  • Consider ways brands incorporate paid media opportunities into their larger social media campaigns. 
  • Identify the digital advertising formats and platforms most relevant to social media.
  • Map the players and processes involved in the digital media buying ecosystem.
  • Understand how social media ads are targeted and served to particular audiences.
  • Learn how social media advertising is priced and measured.
  • Explore the future of social media advertising.

 

Mobile Social Media Marketing

More than 1 billion people around the world are using mobile social media to share their thoughts, opinions, memories, and even purchase behavior. Even with the rapidly increasing time spent using mobile social services, it can be challenging to reach this audience given how marketing offerings generally aren’t fully developed.

Key Takeaways:

  • What kind of strategic lens can marketers use to evaluate mobile social marketing opportunities
  • How should mobile social marketing fit in other social marketing plans
  • How can brands tap content, games, and entertainment to spread mobile word of mouth

 

Engaging Influencers Through Social Media

Advanced practitioners of social media marketing understand that engaging influencers through social media is a strategic initiative.  They also know that influencer engagement is a two-way relationship where both parties need to see the value for it to work.  But calculating the return on marketing investment for influencer outreach campaigns is the key measurement challenge that even the leading pioneers in the field are still trying to overcome.  This module will provide participants with insights from the frontier of social media marketing on the practice of influencer discovery, engagement, and measurement. 

Key Takeaways:

  • Understand your influencers based on their reach, resonance, and relevance to your market.
  • Discover most relevant influencers for your campaign
  • Gain insight into what your influencers say about your brand, products, competitors, and market.
  • Learn where influencers are talking, what they are saying, how they feel about your topic, who influences them and more.
  • Build relationships with the right influencers to maximize the impact on your products, brands, and business.
  • Effectively track the success of your outreach campaign with data-rich feedback that brands and agencies can both use.

 

Social Integration

Social media marketing doesn’t begin or end on Facebook. All digital channels represent an opportunity for your customers to connect, to share, and to tell your brand’s story. 

Your website, e-mail list, and organic and paid media channels represent additional outlets for customers to influence, shape, and share your brand’s story with their family, friends, fans, and followers. This module looks at how you can integrate social into your overall digital marketing strategy, as well as how to improve your overall results by building social into your marketing execution.