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)
Este curso faz parte do Programa de cursos integrados Social Media Marketing
Content, Advertising & Social IMC
oferecido por
Informações sobre o curso
4.7
616 classificações
Habilidades que você terá
Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Programa - O que você aprenderá com este curso
Semana
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 vídeos (total de (Total 13 mín.) min), 7 leituras, 1 teste
7 leituras
Welcome to MOOC 4!10min
Meet Your Instructors10min
Grading and Logistics10min
Social Marketing Toolkits10min
Course Bookstore10min
A Note on the Frequency of Capstone Offerings10min
Special Toolkits for Paid/Financial Aid Learners10min
1 exercício prático
Quiz 18min
Semana
2Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 vídeos (total de (Total 15 mín.) min), 1 leitura, 1 teste
2 videos
How to Develop Facebook-type Advertising Pt 27min
1 leituras
Free Social Marketing Toolkit10min
1 exercício prático
Quiz 210min
Semana
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 vídeos (total de (Total 110 mín.) min), 3 leituras, 2 testes
14 videos
What is Gamification?9min
Keep Them Coming Back7min
Applications for Social IMC Strategy4min
Social IMC Example: Ridgid Plumber Forum8min
Social IMC Example: Carling Black Label9min
Social IMC Example: North Face7min
Social IMC Example: American Express9min
Engaging Your High-Value Markets17min
Rolling Out Your Blog6min
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5min
Step 2 - Creating your Tracking URLs6min
Step 3 - Executing Your Plan5min
Step 4 - Analyzing your Results3min
3 leituras
Assignment Overview10min
Download the A/B Testing Assignment Spreadsheet10min
Free E-books on A/B Testing10min
1 exercício prático
Quiz 318min
Semana
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 vídeos (total de (Total 28 mín.) min), 2 leituras, 1 teste
4 videos
Measuring Social IMC Programs9min
Key Performance Indicators3min
Testing Your Strategies8min
2 leituras
Download the Lecture Video Slides10min
What Comes Next?10min
1 exercício prático
Quiz 416min
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Melhores avaliações
por 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!
por 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
Instrutores
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy IncSobre 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.
Sobre o Programa de cursos integrados 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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
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