MKT4900 Online Marketing Strategies - Syllabus (Spring 2013)

MKT4900 – Course Syllabus

Online Marke+ng Strategies | Spring 2013 Instructor: @nateriggs

Course Descrip,on This course has been designed to help you understand how to develop and execute digital marke+ng strategies that will effec+vely reach target audiences, and win their aGen+on and conversion.

My approach to teaching is immersive and collabora+ve, and combines elements of tradi+onal and Montessori methods to create a hands-‐on learning experience that will engage you in the classroom and in online plaKorms.

What You Will Learn 1.   You will gain an understanding of the digital marke6ng industry. We will

explore marke+ng thought leadership, the latest online consumer research, mul+ple disrup+ve technologies and current internet trends.

2.   You will build and maintain your own personal digital marke6ng pla;orm. We will immerse ourselves in blogging, social media distribu+on and engagement, email marke+ng and other digital tac+cs that will allow you to gain first hand experience in digital marke+ng.

3.   You will work through a strategic process for digital marke6ng. We will work in small mastermind groups to gather data, develop insights, build and execute a strategic digital market plan to launch a content product that your group will develop. We will also measure and report on the results of the launch.

4.   You will use and become familiar with a variety of digital marke6ng tools. We will explore mul+ple SaaS marke+ng tools, tac+cs and applica+ons that help digital marketers plan and execute strategies for brands.

MKT4900 - Spring 2013 Digital Marketing Strategies

Instructor: Nate Riggs TwiGer @nateriggs Email: [email protected] Google+: hGp://plus.ly/nateriggs Facebook: hGp://facebook.com/nateriggs Phone or Text: 614-‐348-‐2646

Our Class Meets Every Thursday, 6:00PM -‐ 8:45PM Copeland Hall, Room 633

Nate’s Office Hours Thursday’s between 3PM and 6PM @ Courtstreet Coffee Friday’s between 9AM – 11AM via Google Hangout *Office hours are by advance request only – please email [email protected] to book your appointment. Class Google+ Community Join the Google+ Community

@nateriggs | Online Marke+ng Strategies MKT4900 – Spring 2013

Our Class Meets: Fall Semester Copeland Hall, Room 633 Thursdays, 6:00PM – 8:45PM

Final Project Presenta,ons: There will be no wriGen final exam for this course. Both your personal brand plaKorms, as well as your mastermind team content projects will be counted significantly toward your grade. Final group presenta+ons will be scheduled for the designated exam day. All students are required to aGend. My Assistant – Crystal Berg: I work with a virtual assistant to help manage scheduling, grading and other miscellaneous tasks associated with running this course. You can contact Crystal to book office hours at [email protected].

Required Reading: •  Marke>ng in the Round: How to Develop an

Integrated Marke>ng Campaign in the Digital Era by Gini Dietrich & Geoff Livingston

•  Get Content Get Customers: Turn Prospects into Buyers with Content Marke>ng [Paperback] by Joe Pullizzi & Newt BarreG

*Supplemental reading materials will also be provided throughout the progression of the course*



How You Will Be Graded

You final class grade will be comprised of the following 5 elements, and your grade as a percentage out of 100%.

1.   20%: Class Par,cipa,on: •  AGendance •  Value added to class discussions •  Social business team par+cipa+on

2.   20%: Blog Post Assignments: •  Execu+on of the week’s blog post style •  Quality of the blog content •  Improvements per feedback

3.   20%: Reading Quizzes •  Grasp of concepts •  Value added to group conversa+on

4.   20%: Personal Brand PlaTorm •  Quality of plaKorm construc+on •  Presence of required elements and integra+on •  PlaKorm promo+on

5.   20%: Group Content Projects •  Strategic planning •  Crea+vity of content •  Quality of execu+on

AVendance & Par,cipa,on Policy

We have class once per week, so our +me together is rela+vely short. It’s cri+cal that you show up. Life does happen. Any extenua+ng circumstances that cause you to miss class should be discussed with me ASAP and will require official documenta+on. If you miss class repeatedly, it will affect your overall course grade per the scale below:

1.  Miss 2 classes = Final Grade Drops 1 full leGer 2.  Miss 4 classes = Final Grade Drops 2 full leGers 3.  Miss 5 classes = Fail Whale



Grading Scale •  94% -‐ 100% = A •  90% -‐ 93% = A-‐ •  87% -‐ 89% = B+ •  84% -‐ 86% = B •  80% -‐ 83% = B-‐ •  77% -‐ 79% = C+ •  74% -‐ 76% = C •  70% -‐ 73% = c-‐ •  67% -‐ 69% = D+ •  64% -‐ 66% = D •  60% -‐ 63% = D-‐ •  Below 59% = Fail Whale

About Academic Dishonesty Don’t cheat. Ohio University has a policy about plagiarism and chea+ng that has severe consequences. See your handbook for details. In all of your work, it’s a best prac+ce to men+on and backlink to all of your sources. You will be graded on your demonstrated adherence to crea+ve commons aGribu+on license. My advice? Go back to that link and make sure you are familiar. Likewise, I will be using online tools to monitor your online engagement. Your peers will also have a part in grading your classroom par+cipa+on. Be able to fake it, you will not…



What You Will Need to Par,cipate in Class Congratula+ons! You’ve signed up for a course in digital marke+ng strategies! Part of learning how to use the Interwebz strategically is learning the prac+ce of engaging online. So that we can get to work, you will need to have the following elements set up, prior to the second week of class:

•  Set up your Gmail address that uses your name •  Set up your Google+ account •  Set up your TwiGer account •  Friend me on Facebook. If you’re not on Facebook, shame on you. Make it happen. •  Set up your free blog on Wordpress.com. Here is a resource that will help you get started. •  Bring your favorite internet ready device to class, always. Mutual Promises In order to get the most out of our experience together, we promise to: •  Come to class ready to learn – avtude is everything •  Read all course materials and be prepared for quizzes and discussions •  Par+cipate passionately online and off •  Complete all assignments, on +me •  Show up on +me to class, hangouts, office hour appointments and team mee+ngs •  Stay awake (or you might end up on Instagram).



Course Themes and Units

Typical Class Structure and Flow

6:00PM – 6:40PM 6:40PM – 7:00PM 7:00PM – 7:15PM 7:15PM – 8:00PM 8:00PM – 8:45PM

Course Reading Quiz and Discussion Weekly Lecture

Break for Caffeine & Latrines

(Individual Coaching)

Homework/Project Assignments

Mastermind Project Groups

January February March April May

•  Digital and Content

Marke+ng Industry Overview

•  Introduc+on to the

Strategic Process

•  Hub and Spoke Conversion Model

•  Building Audience Insights

•  Compe++ve Analysis

•  Online Listening and Reputa+on Management

•  Planning and Crea+ng Content

•  Search Engine Op+miza+on

•  Measurement and Analy+cs

•  Email Marke+ng and List Segmenta+on

•  Social Media

for Business •  Online Adver+sing

Project

Presen

ta,o

ns


* Nate reserves the right to change the format of class as needed for the current unit

Project Requirements You will be required to present your personal brand plaKorm to the class in a 10-‐15 minute presenta+on during the final two weeks of class. A presenta+on schedule will be set up at a later date. •  Target Audience Selec,on and Analysis

²  Research and data collec+on ²  Target audience profile development ²  Compe++ve analysis & brand posi+oning

•  Strategy Development ²  Sevng goals and objec+ves ²  Established baselines, presence metrics, produc+on metrics ²  Tool selec+on and set up ²  Tac+cal plan for distribu+on

•  Content Planning and Execu,on ²  Determine categories of content ²  Plan and develop an editorial roadmap ²  SEO keyword research and planning ²  Crea+on of content objects

•  PlaTorm Design, Set Up and Incremental Op,miza,ons ²  Hub and spoke plaKorm development and integra+on ²  Demonstra+ons of ap+tude with selected tools

•  Repor,ng on Results ²  Achievement or movement towards strategic goals and

objec+ves

Personal Brand Platform Individual Project Details

Framework Over the dura+on of the semester, you will be required to develop, maintain and enhance a personal online plaKorm that will support your marke+ng, PR or business career objec+ves. Essen+ally, you will create, develop, maintain and promote your personal/professional brand on the web. You will architect your plaKorm using a hub and spoke content marke+ng model, be responsible for regular content and media updates, organic search engine op+miza+on, subscriber genera+on and regular repor+ng on analy+cs and results.


Project Requirements You will be required to present your personal brand plaKorm to the class in a 10-‐15 minute presenta+on during the final two weeks of class. A presenta+on schedule will be set up at a later date.

Mastermind Team Composi,on We will have four (4) teams of comprised of four (4) students. •  Each team will need to select a captain who will be the designated

point of contact. •  Each team must include both undergraduate and graduate students.

We will select teams during class in week 3.

How You Will Be Graded Your team will be graded based on the overall quality of your content pieces. Each content piece will be individual graded and the average of the three will make up your final grade. Your classmates will also par+cipate in grading each of your content pieces so make sure to be crea+ve, compelling and savvy with your approach.

Friendly Compe,,on To make things interes+ng, I will invite a panel of judges to the final presenta+ons for mastermind teams content projects. These judges are yet to be determined, but they will be VIP’s. The team with the highest rated project from the panel of judges will be awarded complimentary full access passes to the Ohio Growth Summit in Columbus in early June.

Content Production Project Mastermind Groups

Framework Working in mastermind teams of four (4), you will be tasked with producing three (3) content objects over the course of the semester. Your team will then be responsible for using your personal brand plaKorms in tandem to distribute the content on the web, measure reach, engagement and conversion and then present the results of your content marke+ng efforts to the class during the final two class sessions. Your team may choose to execute any three of the following types of content:


•  Podcast Episode •  Whitepaper •  Email NewsleGer •  Live Event •  Microsite

•  Webcast •  Story-‐Telling Video •  Live/Recorded

Webinar

Nate Riggs is one of the Midwest's top digital and content marke+ng consultants. Over the past 12 years, he’s consulted with more than 40 companies, including 3 of the Fortune 500. He is ozen tapped as an expert source by business publica+ons that include WSJ, USA Today, American City Business Journals, Chief Content Officer Magazine, Content Igloo Magazine (AU), FastCasual.com, Content Marke+ng Ins+tute and numerous other industry blogs and podcasts. Nate speaks at more than 50 conferences and private corporate events each year, and his blog {nateriggs.com} is ranked in the top 100 most influen+al blogs on social media for business by Junta42, and among the top 500 marke+ng blogs by Adver+sing Age. Nate also serves on the marke+ng faculty at Ohio University, where he teaches both graduate and undergraduate-‐level classes on online marke+ng strategies and social media in business. By age 30, Nate had built and sold Social Business Strategies, LLC, a content marke+ng consul+ng firm that was acquired by The Karcher Group in 2012. He currently serves as the agency’s Director of Social Business.

When he’s not geeking out on all this techie stuff, he spends his +me as a blended family dad and husband who enjoys live music, cross training, camping and playing the Mandolin.

About: Nate Riggs

Blog: hGp://nateriggs.com TwiGer: @nateriggs Email: [email protected] Google+: hGp://plus.ly/nateriggs Facebook: hGp://facebook.com/nateriggs Phone or Text: 614-‐348-‐2646 Agency hGp://tkg.com hGp://tkgenius.com Assistant Crystal Berg [email protected]


Documents

MKT4900 Online Marketing Strategies - Syllabus (Spring 2013)