Digital Marketing Fall 2012 [archive]

Digital Marketing – Engaging the Empowered Consumer

[MKT 5000]

[button link=”http://www.jeremyfloyd.com/education/digital-marketing/fall-2012-syllabus/” color=”orange” newwindow=”yes”] Fall 2012 Syllabus[/button][button link=”http://www.jeremyfloyd.com/education/digital-marketing/frequently-asked-questions/” color=”orange”] FAQs[/button] [button link=”http://www.jeremyfloyd.com/education/digital-marketing/attendance/” color=”orange” newwindow=”yes”] Attendance[/button][button link=”http://www.google.com/reader/bundle/user%2F13703096234274879597%2Fbundle%2FUTC%20-%20Digital%20Marketing” newwindow=”yes”] Class Blogs[/button][button link=”http://www.google.com/reader/bundle/user%2F13703096234274879597%2Fbundle%2FDigital%20Media%20Blogs” newwindow=”yes”] Social Media Blogs[/button]

 

Class Assignments

[learn_more caption=”August 20″]

  1. Complete this digital media survey.
  2. Have post-ready blog. If not, follow these instructions to create a posterous blog.
  3. Write and publish a blog post responding to We Live In Public.

How was the We Live in Public experiment telling of what we see in Facebook, Twitter, Google+?

Privacy thoughts. How does the thought that Josh Harris owned the video make you feel about content that you create on social networks.

Josh obscures the definition of the virtual world when describing his relationship with his mom. How do you define the virtual world and how has it changed?

Does this documentary change your perception about rights?

Does this documentary change your perception of Big Brother?

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[learn_more caption=”August 27″]

Reading

Read Cluetrain Manifesto (Forward through Chapter 1–Pay special attention to the 95 Theses)

Homework

  1. Complete Group Assembly Survey.
  2. Check here for listing of classmates blogs.
  3. I created a general post about Cluetrain Manifesto, please go to this blog post and leave a comment. Agree, disagree with me or each other. My hope would be to create a conversational thread. [Due 8/31]

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[learn_more caption=”September 3 (NO CLASS)” ]

Reading

Finish Reading Chapter 4 “Markets are Conversations” & Chapter 6 – “EZ Answers” in Cluetrain Manifesto.

Homework

  1. Search for examples of companies that are engaging their customers online. (i.e. Best example of authentic engagement. Worst example of engagement.)
  2. If you are in the following groups [DM_TVASHPTPJ,CAMP House Group, and UTC COB Group], each person write a blog post about a company that is “engaging in conversations” with customers well. [Due 9/7]
  3. Everyone in the remaining groups each write a blog post about a company that is shouting at their customers (meaning that they are not engaging with their customers). [Due 9/7]

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[learn_more caption=”September 10″ ]

Reading

Read through Chapter 4 in Shirky, Here Comes Everybody.

Homework

1. Each group will be responsible for analyzing their assigned company based on the criteria that we discussed in class on 9/10. You may use the tools within blackboard to collaborate, but ultimately one spokesman within the group will be responsible for writing a blog post about the company and posting it to their personal blog. [Due 9/16]

Use a headline following this format: {Group Name}’s Analysis of {Organization}’s Digital Presence.

  1. DM_TVASHPTPJ – U.S. Geological Survey
  2. CAMP House Group – Life Church
  3. UTC COB Group – Carlow University
  4. Craftworks – Red Mango
  5. Mill Event Hall Group – San Chez Bistro

Class Content

1. Basics of Blogging

2. How To: Analyze A Social Media Case Study

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[learn_more caption=”September 17″]

Reading

Read chapters 5 – 8 in Here Comes Everybody.

NO HOMEWORK. Feel free to blog if you would like.

Class Content

Engaging a Community

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[learn_more caption=”September 24″]

Reading

Finish Here Comes Everybody.

Homework

1. If you don’t already have a Google+ account, use your Google Account and create your Google+ Profile here. (If you have any questions post on the FAQ page)

2. Add me to one of your circles.

3. Create a Google Alert about your business, a specific topic area of interest or something relevant to your group. During the week make one short post on your blog linking to the article found in the alert along with some descriptive text, an image, or an excerpt from the article.

4. On your personal blog, write a post responding to one of the following topics:

Here Comes Everybody was written ten years after Cluetrain Manifesto, what is the biggest thing that the authors of Cluetrain missed?

– Here Comes Everybody was written ten years after Cluetrain Manifesto, what key points Shirky reveal that were consistent with Cluetrain?

– What “nugget” resonates with you  most from Here Comes Everybody? Why is that relevant? Does that have application to your group project?

– Based on your perceptions about social media coming into the class, what has challenged your preconceptions most: Here Come Everybody or Cluetrain Manifesto? Explain.

– Develop your own topic related to the reading.

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[learn_more caption=”October 1″]

Reading

Read Part 1. Understanding the Groundswell in Groundswell.

Homework for 10-8

1. Create a Feedburner account and connect your blog.

2. Create a Google Analytics and Woopra account and add it to your blog.

3. Create a Mailchimp account, create a mailing list and create an RSS campaign (tied to your blog).

4. Add social sharing to your blog. (either sharethis or addthis).

5. Read Part 2. Tapping the Groundswell in Groundswell.

Class Content

I created a short video that walks through the steps that we covered in class.

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[learn_more caption=”October 8″]

Reading

Read Part 2. Tapping the Groundswell in Groundswell.

Homework for October 15

1. Work on your group strategy document. Please send rough draft to me. [due 10/14]

2. Read this social strategy blog post and critically assess whether the necessary items are included. [due 10/14]

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[learn_more caption=”October 15″ ]

Reading

Read Part 3. The Groundswell Transforms in Groundswell.

Homework

1. Blog post on Groundswell.

  • Promote it! Try to get twice the usual number of readers to read it, so make it interesting. [DUE 10/19]
  • Write a follow up post to your efforts [DUE 10/28]
    • What did you do?
    • Did it work?
    • What results did you see?
    • Did you use MailChimp?
    • Include a screen capture of your Google Analytics in your post.

2. Each group set up a Facebook Page and make everyone in the group an administrator. [DUE 10/28]

  • Add a profile picture
  • Make sure to have a cover photo
  • Unpublish page
  • Make a post
  • Create an event

3. For Everyone that hasn’t already created a Twitter account, please create a twitter account: [DUE 10/28]

  • Add a bio using Keywords
  • Add an avatar…it doesn’t HAVE to be your face, but it should be….
  • Follow me @jfloyd
  • Create a LIST and add me to it.
  • You may choose to make your account private, but give me permission to see your posts.

4. Create a Hootsuite account. [DUE 10/28]

  • Add your Twitter Account
  • Add your Facebook Account
  • Add your LinkedIn account

5. Join Klout (optional)

6. Take a look at what Mass Relevance is doing. Come to class 10/29 prepared to discuss and ask Questions to Sam Decker–the CEO. [DUE 10/29]

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[learn_more caption=”October 22 – No Class”]

Reading

Read Tao of Twitter.

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[learn_more caption=”October 29″ state=”open”]

Reading

Read chapters 1-4 in Social Media Analytics.

Homework

Write a blog post on any topic of your choice. Like last week, try to drive traffic to the blog post. Come to class prepared to discuss your results and the differences between this week’s results and the previous assignment. [Due 11/4]

Class Content

Social Media and the Law Slides

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[learn_more caption=”November 5″ ]

Reading

Read chapters 5-8 in Social Media Analytics.

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[learn_more caption=”November 12 – Group Project Meetings”]

We will not formally have class on 11-12. Please use this time to meet with your group and finalize your group project.

Reading

Read chapters 9-12 in Social Media Analytics.

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[learn_more caption=”November 19″]

Group Presentations

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[learn_more caption=”November 26″]

Group Presentations

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Course Description

While the world of “digital” is constantly changing, professional marketers are constantly trying to grasp how to strategically utilize digital tools to foster consumer community, limit crisis, and ultimately solidify brands in the consumer-empowered paradigm. This course will examine the shift of power from the boardroom to the living room through media such as blogs, Facebook, Twitter, Pinterest, and others with the goal of evaluating platforms against the organization’s marketing goals and objectives. In addition, the course material will explore the overall connection of other digital platforms such as mobile, search engine and email. This course will provide not only a theoretical basis for evaluating engagement activities but also a practical experience of the tools used by professional marketers today.

 

Reading List

 

 

Twitter Lists to follow: