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)
提供方
教學大綱 - 您將從這門課程中學到什麼
週
1完成時間為 2 小時
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 個視頻 （總計 13 分鐘）, 7 個閱讀材料, 1 個測驗
7 個閱讀材料
Welcome to MOOC 4!10分鐘
Meet Your Instructors10分鐘
Grading and Logistics10分鐘
Social Marketing Toolkits10分鐘
Course Bookstore10分鐘
A Note on the Frequency of Capstone Offerings10分鐘
Special Toolkits for Paid/Financial Aid Learners10分鐘
1 個練習
Quiz 18分鐘
週
2完成時間為 1 小時
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 個視頻 （總計 15 分鐘）, 1 個閱讀材料, 1 個測驗
2 個視頻
How to Develop Facebook-type Advertising Pt 27分鐘
1 個閱讀材料
Free Social Marketing Toolkit10分鐘
1 個練習
Quiz 210分鐘
週
3完成時間為 5 小時
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.
14 個視頻 （總計 110 分鐘）, 3 個閱讀材料, 2 個測驗
14 個視頻
What is Gamification?9分鐘
Keep Them Coming Back7分鐘
Applications for Social IMC Strategy4分鐘
Social IMC Example: Ridgid Plumber Forum8分鐘
Social IMC Example: Carling Black Label9分鐘
Social IMC Example: North Face7分鐘
Social IMC Example: American Express9分鐘
Engaging Your High-Value Markets17分鐘
Rolling Out Your Blog6分鐘
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5分鐘
Step 2 - Creating your Tracking URLs6分鐘
Step 3 - Executing Your Plan5分鐘
Step 4 - Analyzing your Results3分鐘
3 個閱讀材料
Assignment Overview10分鐘
Download the A/B Testing Assignment Spreadsheet10分鐘
Free E-books on A/B Testing10分鐘
1 個練習
Quiz 318分鐘
週
4完成時間為 1 小時
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 個視頻 （總計 28 分鐘）, 2 個閱讀材料, 1 個測驗
4 個視頻
Measuring Social IMC Programs9分鐘
Key Performance Indicators3分鐘
Testing Your Strategies8分鐘
2 個閱讀材料
Download the Lecture Video Slides10分鐘
What Comes Next?10分鐘
1 個練習
Quiz 416分鐘
4.7
89 個審閱40%
完成這些課程後已開始新的職業生涯
40%
通過此課程獲得實實在在的工作福利
熱門審閱
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!
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
講師
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc關於 西北大学
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.
關於 社交媒体营销 專項課程
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.
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