Yakov Bart (Northeastern University)

Stukent Camp at Summer AMAAugust 14, 2015

Teaching the Principles and Strategies of Social Media Marketing

What happens when you ask students?

Main challenge – shift focus from channels to interactions

Company Consumers

Typical traditional marketing perspective

Social media marketing perspective

Make students think about social interactions strategy first

WHAT is your goal?

WHAT TYPE(S) of social interactions do you want?

WHERE, WHEN, and HOW do they happen?

WHO is involved in them?

Think about social media as opportunity to implement your social interactions strategy

Social media platforms (Facebook, Twitter, Pinterest, etc) provide companies with new channels for engaging customers Opportunities?

But think beyond these platforms… What’s happening on these platforms? Social interactions between HUMANS

Opportunities lie in these social interactions

Don’t forget about risks!

Overall Flow

Theory + Foundation

Principles

Applied strategies

Platform-specific examples

Implementation challenges

Textbook: Part 1

Textbook: Part 2

Textbook: Part 3

Leveraging social media to keep it current

Theory and principles stay, but platforms change

How to stay current?

Converting challenges from students into opportunities

How can you use it?

Week Class TopicsTextbook Chapters Recommended Assignments

Recommended Case Studies

1 A Course Introduction - Activate Stukent Account -1 B Social Media Revolution Chapter 1 - -2 A Connected Customers Chapter 2 - -2 B Social Interactions Chapter 2 Network mapping exercise -3 A Social Media Audit Chapter 3 Social media audit of a brand -3 B Metrics - Overview Chapter 4 - -4 A Metrics - Application Chapter 4 - -4 B Strategic Uses - Overview Chapter 5 - -

5 A Strategic Uses - Risk Case Study Chapter 5 - AEO Skinny Skinny Jeans

5 B Strategic Uses - Application Chapter 5 Social media strategy plan -

6 A Managing and Planning Social Media - General Principles Chapter 6 - -

6 B Managing and Planning Social Media - Application Chapter 6 - E2 Kickstarter Campaign

7 A Guest speaker - social media manager, day to day issues - - -

7 B Midterm exam 1, covering chapters 1 to 5 - - -

8 A Conent marketing - General Principles Chapter 7 - -

8 BContent marketing - Applications Chapter 7 Content marketing evaluation for a

brand-

9 A Social media advertising - General Principles Chapter 8 - -

9 B Social media advertising - Specifics for Facebook Chapter 8 Facebook ad targeting tool exercise -

10 AGuest speaker - social media agency, talking about content marketing and advertising - -

10 B Influencer marketing - seeding and viral WOM Chapter 9 - -

11 A Influencer marketing - viral math and applications Chapter 9 Social promotion exercise -

11 B Midterm exam 2, covering chapters 6 to 9 - - -

12 A Marketing research using social media - listening Chapter 10 - -

12 B Marketing research using social media - crowdsourcing Chapter 10 - DEWmocracy

13 A New product development - social features and externalities Chapter 11 - -

13 B New product launches using social media Chapter 11 - Beyonce

14 A Managing customers Chapter 12 - DeltaAssist

14 B Final exam, covering chapters 10 to 12 - - -