Spring 2013 Digital Marketing

Social Media and Digital Media Marketing

[MKT 4999 / 5000] Digital Marketing Education 4999 / 5000 [button link=”http://www.jeremyfloyd.com/wp-content/uploads/2012/12/MKT.4999.24890-SP13-Floyd1.pdf” color=”green” newwindow=”yes”]UG Syllabus[/button][button link=”http://www.jeremyfloyd.com/wp-content/uploads/2012/12/MKT.5000.25125-SP13-Floyd.pdf” color=”green” newwindow=”yes”]MBA Syllabus[/button][button link=”http://www.jeremyfloyd.com/education/frequently-asked-questions/” color=”green”] FAQs[/button][button link=”http://www.google.com/reader/bundle/user%2F13703096234274879597%2Fbundle%2FDigital%20Media%20Blogs” newwindow=”yes”] Social Media Blogs[/button] [button link=”http://www.google.com/reader/bundle/user%2F13703096234274879597%2Fbundle%2FDigital%20Marketing%20SP2013″ newwindow=”yes”]Our Class Blogs[/button]

Digital Marketing Education Overview

This digital marketing education class is going to be taught on-site [FLET 210] and virtually throughout the semester. Take time to familiarize yourself with this page to discover reading assignments, homework, class location, extra credit opportunities and other helpful information. You may browse the Class Assignments section below. The next class will always be “opened” and all other classes will be collapsed. Click the arrow in the top right of each section to open or collapse a class.

Class Assignments

[learn_more caption=”January 7″ ] Because of the structure of this class, we will hit the ground running, so plan to be in class for the allotted time. We will have fun though! Please review the syllabus prior to class, and come to class with any questions. There will not be a reading assignment due for the first day of class, but you will need to have the first book with enough time to read the assignment prior to January 14th. The book list is at the bottom of this page, and in the previous semester, students found it cheaper and easier to order from Amazon.

Location: FLET 210

Homework [Due January 13th]

1. Complete this digital marketing education survey. 2. 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) 3.Add me to one of your circles. 4. Write a comment on this blog post.

Reading Assignment [Due January 14th]

Read The Cluetrain Manifesto: 10th Anniversary Edition (Forward through Chapter 1–Pay special attention to the 95 Theses)

[/learn_more] [learn_more caption=”January 14″ ] The wild and wonderful world of digital media is expanding at a ferocious pace. Where are we? What is important? Why is it important? We will lay the foundation for the rest of the semester during this class. You will receive your group assignments during this class.

Location: FLET 210

Homework [Due January 28th]

1. Create / Customize Blog (instructions to be given during class). Your blog is available at .digitalmarketingedu.com. For example, my blog would be at jfloyd.digitalmarketingedu.com 2. Write your first blog post: Pick one of the 95 Theses from Cluetrain, and by tying it to a real-world, modern example analyze whether its validity. 3. Setup Twitter Account, Follow @jfloyd. 4. Create Klout account and email me your Klout Score. 5. Prepare questions for guest speaker Amy Howell. 6. Sometime before our next class, have a Google+ Hangout with your group to discuss your project. Here is a guide on using google Hangout.

Reading Assignment [Due January 28th]

Reading Cluetrain Manifesto – Chapters 1 -4 – Group #3 will lead discussion during class on January 28th.

MBA Students [Group #1]

Find a case study on the effective use of social media (be prepared to discuss in class on the 28th). [/learn_more] [learn_more caption=”January 21 (NO CLASS)” ] [/learn_more] [learn_more caption=”January 28″ ]

Location: FLET 210

Homework

1. Create a Feedburner account and connect your blog.
2. Create a Google Analytics and Woopra account and add it to your blog. [please view this exercise walk-thru]

Reading Assignment [Due February 4th]

Finish reading Cluetrain Manifesto.

Class Content

Basics of Blogging

MBA Students

Read the JIMC article The Social Media Revolution as Theorized by “The Cluetrain Manifesto.” Each group will assign one person to write a post (on their blog), and the other group members write a comment on that post. Group #1 – Who demonstrates a more thorough understanding of the application of the theories in Cluetrain to business today? How do you know that? Group #2 – Schaefer says, “Content is power on the social web.” What does he mean?  Is he right? Is this consistent with Cluetrain? [/learn_more] [learn_more caption=”February 4 – Group Planning” ]

Location: TBA with Groups

I will be available to answer questions from 6:30 – 8 pm. If you plan to exercise this option, please schedule in advance so that everyone has an opportunity to meet. Here is a sample of the grading system that will be used for the final project. Here is the link to the article Building a Social Media Strategy.

Homework [Due February 11]

1. Take quiz (available 2/4 – 2/10 on Blackboard under assignments)

 

2. Write blog post on your blog about how you see Cluetrain at work in business today. Try to generate traffic to your blog post for measurement purposes.

3. Each group leader send me a description of group project, organization of focus, member roles, description of how digital media will be used, general goals of project, and any other information that believe is relevant.

4. Create a Mailchimp account, create a mailing list and create an RSS campaign (tied to your blog). Here are instructions on adding your Feedburner RSS feed to Mailchimp and creating your account.

5. Add a Mailchimp email subscription link to your blog using these instructions.

If you have any questions that you would like covered during our next class, send them to me in advance. 

Reading

Read Part I of Groundswell – Group #5 (Join Google Hangout) and be prepared to discuss.

Read this blog post on building a social media strategy.

[/learn_more][learn_more caption=”February 11 – Virtual Class”]

Location: Virtual

This will be our first virtual class. Members from group 5 will be joining me for the Google Hangout. The rest of the class will watch the OnAir broadcast of the class and Tweetchat with the class. I have created the following page, which will be used for our class. I will share the link with the class again on 2/11.

 

We will primarily start the conversation of building a digital marketing strategy. If you have any questions that you would like covered during our conversation, send them to me in advance.

Homework [Due February 18]

1. Using whatever resources necessary, grow your email subscribers to a minimum of 10 people.

2. Add social sharing to your blog posts by installing one of the following social sharing sources either sharethis or addthis. Search for these in your “Plugins” section of your blog.

3. Write a blog post that will attract interest. Try to promote your blog and measure your success.

4. Please review the Safe Harbor case study and watch the Google Hangout presented by Jami Mullikin. Once you’ve watched the video, leave a comment on the blog post.

Reading

Read through Chapter 8 of Groundswell – Group #1 (Join Google Hangout) and be prepared to discuss.

Resources

Here is a social media strategy and measurement spreadsheet that you may want to use in your groups.

Here is the deck that I used in class tonight: introducing-strategy.

[/learn_more][learn_more caption=”February 18 – Virtual Class”]

Members from group 1 will be joining me for the Google Hangout. The rest of the class will watch the OnAir broadcast of the class and Tweetchat with the class. I have created the following page, which will be used for this class. I will share the link with the class again on 2/18.

The last 45 minutes of class will be reserved to take the midterm quiz (available in Blackboard Assignments). The quiz MUST be completed by 2/19 at 7:00 PM.

We will primarily start the conversation of building a digital marketing strategy. If you have any questions that you would like covered during our conversation, send them to me in advance.

Location: Virtual

Homework:

1. Watch this video on specifically granular reporting of social media.

2. Write a blog post comparing the previous two blog posts that you have written (assigned on February 4th & February 11th respectively). Use Feedburner, MailChimp, Bit.ly, Google Analytics and/or Woopra stats to structure your analysis.

Reading

Read through Chapter 11 of Groundswell – Group #4 (Join Google Hangout) and be prepared to discuss.

[/learn_more][learn_more caption=”February 25 – Virtual Class” ]

Members from group 4 will be joining me for the Google Hangout. The rest of the class will watch the OnAir broadcast of the class and Tweetchat with the class. I have created the following page, which will be used for this class. I will share the link with the class again on 2/25.

Location: Virtual

Homework TBA

1. Read your classmate’s blog posts on their measurement of results. Write a comment on at least three different blog posts. Send me an email with the links of the pages where you left comments.

2. Complete the midterm survey. This is your chance to grade me.

Class Material

Creating Landing Pages excerpt from a chapter that I’m currently writing

Writing consumable content [blog post]

Content Curation Slides

 

Reading

Finish Groundswell – Group #2  be prepared to discuss.

[/learn_more][learn_more caption=”March 4 – FLET 210″]

We will be discussing group projects during this class. My team from Bluegill Creative will be joining us in class to discuss each project, so come prepared to discuss.

Location: FLET 210

Homework

1. Write a blog post analyzing one of your favorite company or brand’s use of Facebook. What are they doing right? How are they engaging? What works? What doesn’t? [DUE 3/8]

2. Write a short blog post (no more than 150 words) that responds to a classmate’s blog post. You may quote or blockquote an excerpt to their post, which will not count against your word count. Be sure to include a link to their blog post. [DUE 3/18]

3. Write a blog post on any topic. [DUE 3/18]

Reading

Read through chapter 11 of Tao of Twitter. Group #2 be prepared to discuss on March 18.

[/learn_more][learn_more caption=”March 11 – No Class”] [/learn_more][learn_more caption=”March 18″]

Time to dig in… For the next two weeks, we are going to spend time talking about specific social networks. I have a few items that we need to cover for each network, but during our discussion time, we can have an open discussion about any of the networks.

This week we will have Mark Schaefer as a guest speaker talking about social media. Be prepared to ask questions. Members from Group #2 will be joining me on the Hangout at 5:30.

During this class, we will be discussing the following personal social networks:

  • Facebook
  • Instagram
  • Pinterest
  • Twitter
  • Tumblr
  • MySpace
  • And tools to support involvement

Location: Virtual Join the Hangout Here

Homework

1. Take quiz over Groundswell.

2. Write a blog post on any topic.

3. Create a Hootsuite account and add your social networks.

Reading

Finish Tao of Twitter. Group #3 be prepared to discuss on March 25.

Extra Credit

There is an extra credit opportunity this week. On March 18 at 4:00, I will be moderating a panel of Social Media Professors discussing social media measurement. (link and stream will not be live until the time of the Hangout.) To earn the credit, watch the live or recorded stream, write a short blog post about it, and send me an email about your post with “extra credit” in the subject line.

[/learn_more][learn_more caption=”March 25″]

Location: FLET 210 / Virtual 

During this class, we will be discussing the following social networks:

  • LinkedIn
  • Google+
  • Quora
  • Reddit
  • YouTube
  • International sites

Group #3 be prepared to discuss the topic of putting all of the digital marketing pieces together.
[/learn_more][learn_more caption=”April 1″ state=”open”]

At 5:30 PM start watching this lecture on Social Media and the Law. This will not be a live hangout. I will be on the Tweetchat to discuss the legal aspects.

Then at approximately 6:45 groups #1 & #5 will join me on the Google Hangout for an open discussion about our class. Please be prepared with discussion questions.  Remember from last class, make sure that you are able to mute your microphone prior to joining the Hangout. It seems like Google Chrome supports Hangouts very well. 

Location: Virtual

Homework

1. Submit a second draft of your group document.

2. Write a blog post on your favorite digital marketing tactic.

3. Find the Social Media and the Law deck here.

[/learn_more][learn_more caption=”April 8″]

Location: FLET 210

Group Presentations

1. Send me your Klout score.

2. Write blog post about LinkedIn.

[/learn_more][learn_more caption=”April 15″]

Location: FLET 210

No class meeting

Final Class Work

1. Take the final class survey.

2. Write a final blog post discussing which group you believed did the best job with their social media strategy.

3. Take final quiz. Quiz is posted on Blackboard and will be available 4/15/2013 5:30 PM – 4/22/2013 5:30 PM.

[/learn_more]

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: