Social Media Marketing Strategies - University of Missouri ... · Social Media Marketing Strategies Page 1 of 11 Instructor: ... MKTG 5722 , Fall 2016 Social ... • Client Project

Syllabus:MKTG5722,Fall2016

SocialMediaMarketingStrategies

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Instructor:PerryD.DrakeMobile:914-299-4879(callortext)Twitter:@pddrakeEmailaddress:[email protected]:427SSBOfficeSuite

VirtualOfficeHours: Officehoursonrequest.Justtweetme,textme,callme,emailme.AndIamthere.In-PersonOfficeHours: ByappointmentWelcomeWelcometoSocialMediaMarketingStrategy.IamsoexcitedtobeofferingyouthisveryuniquecoursethroughtheUniversityofMissouri–St.Louis.Veryfewuniversitiesoffertheselectionofdigitalandsocialmedialmarketingcoursesthatwedo.Iamthrilledyouaretakingadvantageofthegreatopportunitythatiscertaintogiveyouthatcompetitiveadvantageinthejobmarket.Whetheryourmajorisinmarketing,education,finance,Accounting,orcommunicationsitdoesnotmatter.Weareallimpactedbythedisruptionbeingcausedbytheseemergingmediaandtechnologies.Beprepared.Itisgoingtobeafastpacedandawesomejourneyintotheworldofsocialmediamarketing.Additionally,Idohopeyouallhaveatabletorasmartphone.Wewillbeutilizingmanysocialmediaappsthroughoutthesemester.Itwillmakethelearningsmucheasier.Anyproblemsinthisregard,pleasecontactmeimmediatelysowecandiscussotheroptions.

https://www.youtube.com/watch?v=-yw8chUQ7NsBiographyIamcurrentlytheAssistantTeachingProfessorofDigitalandSocialMediaMarketingintheCollegeofBusinessAdministrationattheUniversityOfMissouri–St.Louis.IhavealsobeenappointedtheAcademicDirectorofProgramsinBusinesswithintheSchoolofProfessionalandContinuingStudies.Mycurrentresponsibilitiesareforthecreationandinstructionofthedigitalandsocialmediamarketingcourses,programs,certificatesandworkshopsattheundergraduateandgraduatelevelsinadditiontononcreditcurriculumsandcertifications.SincearrivingattheUniversityinJanuaryof2013Ihavecreatedandamnowofferingover10differenttypesofdigitalandsocialmediacoursestotheStLouisareaincludinganewCertificateinDigitalandSocialMediaMarketingforMBAstudents.



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IamalsoapublishedauthorofOptimalDatabaseMarketingbySagePublications,aregularspeakeratindustryfunctionsandevent,haveappearedinmanyjournalsandhaveappearedonTVseveraltimes.Forafulllistofmypublicationsandpublicspeakingeventsvisitmyaboutmebiopageat:www.about.me/perrydrakePriortojoiningUMSLinJanuaryof2013,IwaswithNYUasanAssistantProfessorfor14yearsteachingandbuildingoutsimilarnewandcuttingedgemarketinganddatavisualizationclassesandprogramsandhadtheprivilegeofreceivingtwooutstandingteachingawardsduringthattime.IamanativeofSt.LouisandanalumniofUMSL.MosteverymorningyouwillfindmerunninginForestPark,rainorsnow.IamalongdistancerunnerwhohasruntheNewYorkCityMarathonseveraltimes.Ialsoenjoybikingandswimming.TeachingPhilosophyMyteachingphilosophyisallaboutengagingyouwithmeandeachotherthroughreadingsanddiscussionsaboutthelatestnews,uses,andtoolsintheworldofsocialanddigitalmediamarketing.25%ofyourgradeinthiscoursewillbehowIaccessyoursharingofyourideasandthoughtsaboutthevarioustopicsandexampleswewillbetalkingaboutthroughoutthesemester.Wewillrelyheavilyontheuseoftheblackboarddiscussionthreads,theBonfyreapp,videosharingandvoicethreadsandothertechniquestoaccomplishthis.Iwanttohearfromeachofyouandforyoutoshareyourideaswithyourclassmatesandadditionallytellyourclassmateswhatyouthinkoftheirideas.Thisishowyouwilllearn.Regardingmytests,Iamnotaboutmemorization.ThatisawasteoftimeinaworldwherewecanGooglemostanyfact.RatherIwillbeinterestedinyourshowingmeyouunderstandtheapplicationsofourlearnings.Testsaremostlyessay.Wewillholdthreefacetofaceclassesduringthesemester.Therestwillbeonlineandasynchronous.RequiredtextForthiscoursethereisnorequiredtext.IwillbeutilizingHootsuiteUniversityforthiscourse.ThatmeansattheendofthesemesteryouwillalsoallbeHootsuiteCertified.AniceplusforyourresumeandLinkedInprofilepage.WewillnotberegisteringforHootsuiteuntilweek3.TimeRequirementsIfthiscoursewasofferedoncampus,you’dbeinclass2.5hours/week,alongwiththetraveltimeinvolved.Theonlineversionisnodifferentintermsofexpectationsforyourinvolvement.Thisisanactiveonlinecoursethatrequires3hoursofyourtimeeachweekINADDITIONTOthetimeittakesyoutoreadtherequiredmaterialsandwatchthevideos,aswellastheadditionalworkrequiredtocompletetheassignedpapers.Thatmeansthatyouneedtoplantospendaminimumof6hourseveryweek.Butwhenitfitsintoyourschedule.Ifyoudonothavethatamountoftimetodevotetothiscourse,youshouldperhapsreconsidertakingthiscourseatthistime.TechnologyRequirementsAsastudentinanonlinecourse,youareexpectedtohaveaccesstotheinternetalmosteveryday.Ifyouhavecomputingproblems,itisyourresponsibilitytoaddressthese,orcometocampustousethestudentcomputinglabs.Problemswithyourcomputerorothertechnologyissuesisnotanexcuseforanydelaysinmeetingexpectations



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anddeadlinesforthecourse.So,ifyouhaveaproblem,gethelpinsolvingitimmediately.Ataminimum,youwillneedthefollowingsoftware/hardwaretoparticipateinthiscourse:

1. Computerwithanupdatedoperatingsystem(e.g.Windows,Mac,Linux)andtoanInternetbrowser(e.g.MozillaFirefox,InternetExplorer)

2. AbilitytonavigateMyGateway(BlackboardLearningManagementSystem)3. MinimumProcessorSpeedof1GHzorhigherrecommended.4. DSLorCableInternetconnectionoraconnectionspeednolessthan7Mbps.5. MediaplayersuchasWindowsMediaPlayertoopencoursemedia.Flashplayermayberequiredbysome

aspectsofthecourseandisavailableasafreedownloadhere:http://get.adobe.com/flashplayer/6. AdobeAcrobattoopenPDFfilesthroughoutthecourse–availableasafreedownloadhere:

http://get.adobe.com/reader/?promoid=HRZAC7. AdobeFlashPlayerplugin,availableasafreedownloadhere:http://get.adobe.com/flashplayer/8. OracleJavaplugin,availableasafreedownloadhere:http://java.com/en/download/index.jsp9. MicrosoftSilverlightplugin,availableasafreedownloadhere:http://www.microsoft.com/getsilverlight10. Awebcamand/ormicrophoneishighlyrecommended.11. Atabletorasmartphoneorboth.12. TheBonfyreapp.

CourseDescriptionSocialnetworksarebecominganintegralpartofthemarketingmix.Intheseplatforms,brandscanengagewithprospectsandconsumersonmanylevels.Inthiscourseyouwilllearnhowtocreateabrandpresenceonthesesocialnetworks,understandthedifferencesbetweenearnedandpaidmedia,thevarioustools(freeandpaid)usedtolistenandengagewithconsumers,howwemanagehealthycommunities,techniquesusedtoidentifyinfluencers,crisismanagement,rulesofengagementforhighprofileindividualsandcorporations,theimportanceoftransparency,thevariouswaysengagementismeasured,thevalueofaFacebooklike,andcalculatingreturnoninvestment.SocialnetworkstobediscussedwillincludeFacebook,Twitter,Tumblr,instagram,Linkedin,Wordpress,etc.ToolstobeusedwillincludeNetbase(ourpartner),HootSuite,tweetdeck,Sprinklr,Technorati,etc.Variousreallifecaseprojectsandexerciseswillbeassignedthroughoutthesemesterundertheinstructor’ssupervision.Goals/LearningObjectivesUponthecompletionofthiscoursestudentswill:

• LearnmarketingbestpracticesforeachsocialmediapropertyincludingFacebook,Twitter,Linkedin,Instagram,Vineandothersocialmediaproperties.

• Beabletoarticulatehowsocialmarketingstrategyfitsintothefullyintegrateddigitalmarketingplan• Knowwhatthelatestsocialmediatoolsareforusebyprofessionals• LearnthecapabilitiesofHootsuiteandapplythoselearnings• Knowhowtofindyourinfluencersforabrand• Understandthestepstocommunitymanagement• KnowhowB-to-CandB-to-BdifferregardingtheuseofSocialMedia• CreateandImplementacrisismanagementstrategy• Learncontentdevelopmentstrategybestpractices



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Inadditionthestudentswillhaveareallifeexperiencecreating,repurposing,andproducingcontentforarealbrand.InstructionalStrategiesThiscoursewillbetaughtmostlyonlineusingYouTube,mini-lectures,supportingPowerPointdecks,casereadings,miniquizzes,discussionforums,homeworkassignments,peerreviews,andface-to-facesessions.InstructionalTechnologyForthiscoursetheinstructorwillutilizeBlackboard,Bonfyre,Powerpoint,VoiceThreads,Youtubevideos,DiscussionThreads,VoiceThreads,Twitter,Facebook,Vine,Instagram,Linkedin,Hootsuite,wordpress,Delicious,andothervarioussocialmediaplatformsandsoftware.Priorthestartofclasseachstudentistohaveanaccountforthefollowingsocialmediaproperties

• Twitter• Facebook• Vine• Instagram• Foursquare• Linkedin

Ifyouhaveconcernswiththisaspectoftheclassyouareadvisedtocontacttheinstructorimmediatelyfordiscussion.Craftyourprofilescarefullyforeachandbekeywordrichwhensettinguptheseprofiles.Donotforgettousappropriatephotosforyouheadshots.Onblackboardmyteachingassistanthascreatedagoogledocspreadsheetwhereyouwillshareyoursocialhandleswithme.Pleaseaddthosetothatdocument.Thankyou.AdditionallyyouwillneedtojointheBonfyreforthisclass.DownloadtheBonfyreapponyourtabletorsmartphoneandscanthefollowingQRCodetojoinourclassgroup:http://bonfyre.me/1/jbZJiHCAdxs67uKQxWxneklYouarenotrequiredtofriendmeonFacebookbutIwouldlovetobeyourfriend.Youinitiate.Ifyouprefernotto,thatisperfectlyfine.Yourcall.Myhandlesare:

• Twitter:www.twitter.com/pddrake• Facebook:www.facebook.com/perry.drake• FoursquareHandle:www.foursquare.com/pddrake• LinkedinProfile:http://www.linkedin.com/pub/perry-drake/40/47/936• VineHandle:pddrake• InstagramHandle:www.instagram.com/pddrake

Inaddition,youwillneedtocreateaDeliciousaccount.Thisisasocialbookmarkingsiteandwillcomeinhandytoremembervariousarticlesthatwefindandlikethroughoutthesemester.MyDelicioushandleispddrake.GotakealookatallofmyarticlesItaggedforuseinteachingovertheyears.Ihavealot.



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MyYouTubechanneliswww.youtube.com/user/profpddrakeGradeComposition:

• DiscussionThreadParticipation(20%)• HomeworkAssignments(20%)–lateassignmentsarenotaccepted• Quizzes(25%)• ClientProject(25%)–25%peerevaluation,75%basedoncontentandprofessionalism• HootsuiteCertification…youpassoryoudonot(10%)

AttheconclusionofeachModule,theinstructorwillassesshowtheclassdidasawholeandcreateareviewvideotosharewiththegroup.Thiswillbedeliveredviaanannouncementmessageonblackboard.Homeworkanswerswillalsobepostedwithinoneweekofamoduleclosing.Quizanswerswillbereleasedwithinoneweekofamoduleclosing.GradingScale:Thegradevalueforeachlettergradeisasfollows:92.00orabove A 80.00to91.99 B88.00to89.99 B+ 82.00to87.99 B80.00to81.99 B- 78.00to79.99 C+72.00to77.99 C 70.00to71.99 C-68.00to69.99 D+ 62.00to67.99 D60.00to61.99 D- Below60.00 FExtraCreditExtracreditisnotanoptionforthisclassunderanycircumstances.Ihaveneverallowedextracreditinmy16yearsofteaching.Pleasedonotask.However,Idogiveopportunitiesforbonuspointsonyourmidtermsandfinalexamsfromtimetotime.Staytuned!



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CourseSchedule(subjecttomodification)

Module#/ModuleName

Module 1 Introduction to Social Networks Module 2 The Digital Marketing Landscape

Module3SettingUpYourSocialMediaProfilesandStrategies

Module4TheDosandDon’tsofSocialMediaEtiquett

Module5SocialMediaPlanningandMeasurement

Module6InfluenceandAdvertising

Module7EngagingonSocialMedia

CoursePolicies

1. Participation(expectations)

o Itisvitallyimportantthatourclassroomenvironmentpromotetherespectfulexchangeofideas.Thisentailsbeingsensitivetotheviewsandbeliefsexpressedduringdiscussionswhetherinclassoronline.Pleasespeakwithmebeforerecordinganyclassactivity.ItisaviolationofUniversityofMissouripolicytodistributesuchrecordingswithoutmyauthorizationandthepermissionofotherswhoarerecorded.

o Iwillnotrespondtoeachpostbutwillbemonitoringeachdiscussionandgradeyourinvolvementinthediscussionperthepointvalueoutlinedinthatforum.IfIhappentonoticeaparticularlyinsightfulpostImayhighlightinacommunicationtotheclassasawhole.

o Yoursuccessinthiscoursewillheavilydependonyourabilitytocommunicate,engageandparticipateinallcourseactivities.Successfulcompletionofthiscourserequiresthatastudentkeepupwithallassignments,courseworkanddiscussions.Timelyparticipationinonlinediscussionsisaveryimportantpartofthiscourseandparticipationinthesediscussions,and



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otheractivitiesasassigned,isnotoptional.Youareexpectedtoprepareandposttodiscussionsinatimelymannerconsistentwiththerequirementscontainedwithinthecoursesyllabusanddiscussionrubric*.

o Missingadiscussionforumwillcountaszeropoints.

2. OnlineDiscussionProtocol

o Participationinthecourseshouldmaintainapositiveworkandlearningenvironment,asoutlinedintheUMSLStudentPlanner:http://www.umsl.edu/~studentplanner/Policies%20and%20Procedures/positive.html

o Postingsshouldbeevenlydistributedduringthediscussionweek.o Postingsshouldbeaminimumofthreesentences,oroneshortparagraph,andamaximumof

twoparagraphs.o Responsesshouldbewellwrittenwithproperpunctuation,spellingandgrammar.o Avoidshortone-wordpostings,forinstance,“Iagree,”unlessaccompaniedbysupporting

statementsfromthereadingsorpriorknowledge(workandlifeexperience).o Stayfocusedonthetopic.o Askquestions;challengeotherpostingsthatlacksupportingevidenceorpresentincorrect

information.o Encouragefurtherdiscussionbybuildingoncurrentthreads.o Checkyourpostingsforresponsesfromothersandrespondinkind.o Useproper“netiquette”**o Whenrespondingtoothersposts,dosoinaconstructiveandpolitemanner.

3. AttendancePolicies

o “Present”inclassforonlinecoursesisdeterminedbyparticipationinan“academicallyrelated

activity,”i.e.submissionofanassignment,assessmentordiscussionforumposting.Thelastdayofattendanceisthelastdayastudentisacademicallyparticipatingintheonlinecourse.

o Documentationthatastudenthasloggedintoanonlineclassisnotsufficientbyitselftodemonstrateacademicattendance.

4. AcademicIntegrity/Plagiarism

o YouareresponsibleforbeingattentivetoandobservantofUniversitypoliciesaboutacademichonestyasstatedintheUniversity’sStudentConductCode.

o Academicdishonestyisaseriousoffensethatmayleadtoprobation,suspension,ordismissalfromtheUniversity.Oneformofacademicdishonestyisplagiarism–theuseofanauthor'sideas,statements,orapproacheswithoutcreditingthesource.Academicdishonestyalsoincludessuchactsascheatingbycopyinginformationfromanotherstudent.Plagiarismandcheatingwillnotbetolerated.



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o AcademicdishonestymustbereportedtotheOfficeofAcademicAffairsforpossibleaction.Theinstructorshallmakeanacademicjudgmentaboutthestudent’sgradeonthatworkandinthatcourse.Thecampusprocessregardingacademicdishonestyisdescribedinthe“Policies”sectionoftheAcademicAffairswebsite:http://www.umsl.edu/services/academic/policy/academic-dishonesty.html

5. Access,DisabilityandCommunication

o Studentswhohaveahealthconditionordisability,whichmayrequireaccommodationsin

ordertoparticipateeffectivelyinthiscourse,shouldcontacttheDisabilityAccessServicesOffice.Informationaboutyourdisabilityisconfidential.

§ 144MillenniumStudentCenter§ Phone:(314)516-6554§ Website:http://www.umsl.edu/services/disabled/

o IfyouhavedifficultycommunicatinginEnglishwiththeinstructorofthiscourse,contactthe

OfficeofInternationalStudentsandScholarServices:

§ Phone:(314)516-5229§ Email:[email protected]§ Website:http://www.umsl.edu/~intelstu/contact.html

StudentSupportandServices

• TechnicalSupport

o MyGateway(Blackboard):Ifyouhaveproblemsloggingintoyouronlinecourse,oranissuewithinthecoursesite,pleasecontacttheTechnologySupportCenter:

§ Phone:(314)516-6034§ Email:[email protected]§ Website:http://www.umsl.edu/technology/tsc/

o BlackboardCollaborate:IfyouhaveanyquestionsregardingCollaborate,contacttheFaculty

ResourceCenter:

§ Phone:(314)516-6704§ Email:[email protected]§ Website:http://www.umsl.edu/technology/frc/



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o Outsidenormalofficehours,youmayalsocontactCollaboratefor24/7assistance:

§ Phone:(877)382-2293§ Chat:http://support.blackboardcollaborate.com

• AcademicSupport

o TheOnlineWritingLab:AtourMyGatewaysite,studentscansendtheirpaperstoourtutors,

whowillreadthemandsendthembackwithsuggestions.StudentscanalsoaccessTurnitin,whichidentifiesquotedmaterialintheiressays.

§ VisittheonlineWritingLabpageonMyGatewaytosubmitdraftsonline.§ Wetrytorespondwithin48hours,butitmaytakelonger,soallowampletime.

o NetTutor:OnlinetutoringinmanysubjectsisnowavailablethroughNetTutor.Inyourcourses

onMyGateway,clickonToolsandselectNetTutor®tologin.

• StudentServices:

o TheStudentRetentionServices offersassistancetailoredtospecificstudentneeds.

§ 225MillenniumStudentCenter§ Phone:(314)516-5300§ Email:[email protected]§ Website:http://www.umsl.edu/~umslsrs/

*OnlineDiscussionRubric

Criteria Excellent Good Average Poor Postings 3 Points 2Points 1Points 0points

Descriptionof

Contribution

UseofAnalysis,SynthesisandEvaluation:Criticaland/orcreativecontributionVeryclearthatreadingswereunderstoodandincorporatedwell

UseofComprehensionandApplication:Readingswereunderstoodandincorporatedintoresponses.Exhibitsgoodinsightsandunderstanding

UseofKnowledge:Postingsarenotreallyontractwithreadings.Repeatbasiccorrectinformationrelatedto

Noparticipation.



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intoresponses.Respondedtoatleastoneotherspostswithinsight.Contributesnewinformationandidentifiesthesource.

ofdiscussionquestions.Relatestheissuetopriormaterialcoveredinthecourse.Noadditionalinformationsharedornoinsightspostedonanotherfellowstudent’spost.

discussion.Norealinsight.

**OnlineClassNetiquette/behavior

o Beself-reflectivebeforeyoupostanemotionalresponseandrereadwhatyouhavewrittentobesureitispositive.Thinkofyourcommentsasprintedinthenewspaper.Youronlinecommentswillbeseen,heardandrememberedbyothersintheclass.

o Useeffectivecommunication.

o Avoidtheuseofallcapsormultiplepunctuationelements(!!!,???etc).o Bepolite,understateratherthanoverstateyourpoint,andusepositivelanguage.o Ifyouareusingacronyms,jargonoruncommonterms,besuretoexplainthemso

everyonecanunderstandandparticipateinthediscussion.

o Askforclarificationtoapointifyoufeelemotionalfromaclassmate’spost.Itislikelythatyoumisunderstoodhis/herpoint.Thisstrategywillalsohelpyoustepawayfromtheintensityofthemomenttoallowformorereflection.



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o Signyourname.Itiseasiertobuildaclassroomcommunitywhenyouknowtowhomyou

areresponding.

o Fostercommunity.Shareyourgreatideasandcontributetoongoingdiscussions.Considereachcommentyoumakeasonethatisaddingto,ordetractingfrom,apositivelearningenvironmentforyouandyourclassmates.

o Beconstructive.Youcanchallengeideasandthecoursecontent,butavoidbecoming

negativeonline.Whenyoudisagreepolitelyyoustimulateandencouragegreatdiscussion.Youalsomaintainpositiverelationshipswithotherswithwhomyoumaydisagreeonacertainpoint.

o Keeptheconversationontopicbyrespondingtoquestions,addingthoughtfulcommentsaboutthetopicsathand.Onlinedialogueislikeconversation.Ifthereisaparticulardialoguegoingon,pleaseaddtoit,butifyouhavesomethingnewtosay,pleasepostitinanotherthread.

o Defineyourterms.Whenusingacronymsortermsthatareparticulartoyourfield(ornew

toourcourse),pleasedefinethemforothers.

Documents

Social Media Marketing Strategies - University of Missouri ... · Social Media Marketing Strategies Page 1 of 11 Instructor: ... MKTG 5722 , Fall 2016 Social ... • Client Project