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)
Ce cours fait partie de la Spécialisation Social Media Marketing
Content, Advertising & Social IMC
proposé par
À propos de ce cours
4.7
611 notes
Compétences que vous acquerrez
Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Content 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 vidéos (Total 13 min), 7 lectures, 1 quiz
7 lectures
Welcome to MOOC 4!10 min
Meet Your Instructors10 min
Grading and Logistics10 min
Social Marketing Toolkits10 min
Course Bookstore10 min
A Note on the Frequency of Capstone Offerings10 min
Special Toolkits for Paid/Financial Aid Learners10 min
1 exercice pour s'entraîner
Quiz 18 min
Semaine
2Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 vidéos (Total 15 min), 1 lecture, 1 quiz
2 vidéos
How to Develop Facebook-type Advertising Pt 27 min
1 lecture
Free Social Marketing Toolkit10 min
1 exercice pour s'entraîner
Quiz 210 min
Semaine
3Social 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 vidéos (Total 110 min), 3 lectures, 2 quiz
14 vidéos
Social IMC Strategy9 min
What is Gamification?9 min
Keep Them Coming Back7 min
Applications for Social IMC Strategy4 min
Social IMC Example: Ridgid Plumber Forum8 min
Social IMC Example: Carling Black Label9 min
Social IMC Example: North Face7 min
Social IMC Example: American Express9 min
Engaging Your High-Value Markets17 min
Rolling Out Your Blog6 min
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5 min
Step 2 - Creating your Tracking URLs6 min
Step 3 - Executing Your Plan5 min
Step 4 - Analyzing your Results3 min
3 lectures
Assignment Overview10 min
Download the A/B Testing Assignment Spreadsheet10 min
Free E-books on A/B Testing10 min
1 exercice pour s'entraîner
Quiz 318 min
Semaine
4Measuring Your Social Programs
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
4 vidéos (Total 28 min), 2 lectures, 1 quiz
4 vidéos
Measuring Social IMC Programs9 min
Key Performance Indicators3 min
Testing Your Strategies8 min
2 lectures
Download the Lecture Video Slides10 min
What Comes Next?10 min
1 exercice pour s'entraîner
Quiz 416 min
4.7
33%
83%
Meilleurs avis
par AH•Feb 6th 2016
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!
par RR•Feb 17th 2017
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
Enseignant
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy IncÀ propos de Northwestern University
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.
À propos de la Spécialisation Social Media Marketing
In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate.
Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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