Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy. Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will learn to harness the full power of social marketing to grow provable market share and build stronger relationships with your high value markets. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. In this Capstone you will use the practical skills that you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy. 2016 Capstone Schedule: 1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),
Final Presentation of the Specialization
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En provenance du cours de Northwestern University
Social Marketing Capstone Project
162 notes
À partir de la leçon
Complete and Submit Your Capstone Projects
This week you will complete and submit your Capstone Projects for peer review.
Rencontrer les enseignants
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
Well, here we are. Many of you probably didn't even
realize or think that you're ever going to see this day but
we're now at the final capstone presentation.
And what I want to do is to thank you for this great experience.
I've really enjoyed interacting with you.
I've enjoyed listening to you and getting your suggestions,
hearing your successes, listening to your frustrations.
But the key is we've been on a really fun journey to look at what social
marketing is, and figure out ways that we can make that very useful in your life
to run social marketing programs, but also to build your professional persona.
Or if you think about where we've come, we've come a long way.
Essentially, you've completed a graduate program that we teach at Northwestern.
And so that you're actually doing the types of things that the graduate students
do, we just had to do it specially to do an international market
as well as one that's online.
But if you think about it, you've built your professional persona.
Hopefully you ended up with a whole lot more followers and people that you can
link up with, whether you're using Twitter or something specific to your country.
And also by linking up to communities on Google Plus, on LinkedIn or
whatever's appropriate for you.
You know we've also taught you a lot about social marketing.
What are the components?
You've looked at things like gamification, and infographics,
and how to use media, and how do you measure things,
and how do companies build Facebook advertising and make it work?
Now, that was and things that are really important.
They are things that you're going to be able to use as you move forward.
And now, you're ready to get your social marketing certification.
This capstone gives you that by going through the different components.
To make it work, you're going to put together and
receive the certification that you so much deserve.
So congratulations for that.
As you're moving forward give us feedback.
We've asked you, if you're willing to,
to shoot a video to tell us a little bit about what you learned from
the program and how much you've enjoyed it and what you've found.
Also give us your story, even on the capstone.
You can tell us a story,
tell us a little bit about what you thought of all the entire program.
And on the discussion boards, give us some feedback.
We're always interested to learn, and
a lot of the things that you have told us, as we've gone through the five MOOCs and
now the capstone, we've integrated and implemented into the course.
We are listening, we're looking for better ways to do it.
Finally, tell others.
Now, if you liked the program, would you tell your colleagues, your friends,
your family.
One of the things I wanted to do was to make this as available as possible
to anyone with an interest in social media marketing.
So we'd really appreciate the word of mouth
to tell them it's a way that we can grow very, very quickly and
let them know the value you received from the taking this specialization.
Well being that this is the final,
I wanted to just give you some final thoughts.
I mean, what are the themes that run throughout the entire MOOC
series as well as the capstone.
The first one is we gotta think about empowering people.
Social is a conversation between individuals.
It is not a lecture.
Now, what we have to do is we got to help our markets by giving them information and
power to achieve their mission.
And if we do that, we are going to succeed in the market place.
So more and more you got to think around your products but
think about your markets and what are they doing, and how can help them grow.
Give to get is a key thing.
If you want to get respect you've gotta give respect.
If you want to get somewhere with influencers,
you've gotta give them the respect and
the promotion through their retweets and things that they really need.
In all aspects of social,
give to get is an underlying philosophy that you really need to have.
Keep in mind that influencers are the key.
These are the people that make everything work.
They're your connectors to your communities, treat them well.
Give them the respect they deserve.
Help them achieve their goals and they will help you achieve yours.
Filter and focus.
Remember that regardless of whether we're running a marketing program or
just building our own professional persona,
people are confused by the massive amount of data that's out there.
Help them turn it into information, and
more importantly, useful information that will help them achieve their goals.
And then they're going to help you achieve yours.
And finally, think community.
You know, we're all in this together and everywhere you're going,
no matter what you're marketing, there are communities that are really
longing to have your expertise, and your knowledge, and your input.
Give it to them.
That is where things happen.
Today it isn't so much pushing advertising out, it's actually engaging communities,
helping them move forward, and doing so that helps you move forward.
Well, final slide.
First of, I want to say thank you.
This has been a great experience for me.
Hopefully it was for you.
And please remember, you are in a lifetime learning process.
This is just one specialization, but
you now have links to experts in a wide range of topics.
Keep in contact with them and keep working with them and
learn as they see new trends coming.
Because that's how you're going to learn to stay ahead of the wave.
We're all in this together, remember that we're only a click away from you.
If you want to get to me,
you can find me on Twitter, you can find me on LinkedIn, I'm out an Facebook too.
They key is you can get to us and we're always willing to help, but
likewise you've gone through this whole process with a lot of other
members of the specialization, keep in touch with them as well.
And remember, enjoy the journey, it's much like riding the wave.
Things are always going to change, but if we have the right network and
we have the right group of people, and we're constantly monitoring social and
kind of seeing what's out there, we can stay on our surfboards and
ride the wave with a lot of fun and enjoyment.
And so as you're going through this remember, enjoy the journey.
Change is all around us but the key now is that you can manage change
as opposed to having the change manage you.
I hope you found this to be a really enjoyable exercise.
I hope you've enjoyed every minute of the specialization.
We had a lot of fun engaging with you
on Twitter as well as on the discussion boards.
And remember, we're here always a click away, and we're always here to help you.
Thank you.
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