Course Syllabus Content Strategy & Development 3357 Fall 2015

Transcription

1 Course Syllabus Content Strategy & Development 3357 Fall 2015 Course: Branding and Social Media Class Time: Tuesday, August 26th 5:30-8:30 PM Room GB 307 TR LAB: 5:30-8:30, Room GB 218 Location: U of H Sugarland Campus: The Albert and Mamie George Building Instructor: Erica Reid ericanreid@gmail.com Mobile: Office Hours: To schedule meetings outside of class me and I will respond promptly Text and Support Materials: -Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff -Chasing Cool: Standing Out in Today s Cluttered Marketplace by Noah Kerner and Gene Pressman In-class Handouts: -The Cross-Cultural Report by Jeffrey Bowman of Ogilvy & Mather -Wowing the Millenials: Creating brand equity in the wine industry -Social Media? Get Serious! Understanding the functional building blocks of social media -Facebook Page Best Practices -Twitter Tool Kit -An Introduction to Pinterest for Business -The Marketer s Crash Course in Visual Content Creation Course Description: The course explores branded content strategies across multimedia platforms (social media, web, e-campaigns, and mobile media). Students will be introduced to frameworks and practices on content creation and strategy and analyzing its performance. Organization: This is a lecture-based course with one guest lecture. Students are encouraged to be actively engaged and present some of their findings to the class. Course Objective: This course provides a framework for students to navigate the fast changing environment of the web and social media under the lense of content creation. After completion of this course, the student should be able to 1.) Discuss the elements of a content strategy with employers and/or possible clients. 2.) Research and curate visual inspiration boards 3.) Develop personas for audience development 3.)Produce, manage and distribute messaging across various social platforms 4.) Gather data from analytics reports and

2 tell a story. Evaluation: Participation/Attendance 35% Individual Presentation 30% Final Team Project 35% Grade Policy % = A 89-80% = B 79-70% = C 69-60% = D Below 59% = F Classroom rules: We re all adults, so let s respect each other. Please refrain from texting during the lecture. Schedule Date Reading Topic/Activity Aug 25 (week 1) / TR Lab: Review and critique student and teacher portfolios eigel/how-to-not-fail Sept. 1 (week 2) TR Lab: In class student portfolio presentations Sept. 8 (week 3) Baratunde Thurston- Tracking the Success of a Digital influencer ch?v=ydiumamjjwg Hand out Microcosmic God The Groundswell Ch. 1 & 2 Chasing Cool Ch. 1 -Student and teacher introductions -Review of the syllabus Introduce Microcosmic God Discuss important concepts in Chapters 1 and 2 Presentation- The Groundswell: A discussion on people creating, people collaborating and people connecting 4 C s guideline Handout study Questions for Groundswell Chapter 3 and 4 -Review important topics from

3 TR Lab: Quiz on Groundswell Ch. 3 and 4 -Discuss MicroCosmic God and how it relates to the current trend on the web -The story of Wikipedia ch?v=a1yyv_j2csk the Groundswell Ch. 1 and 2, and Chasing Cool Ch. 1 -Presentation: Digital Brand Identity -In-Class Project- Archetype cards Sept. 15 (week 4) TR Lab: Quiz on Chasing Cool Chapter 1-4 Watch Episode of Mad Men Sept. 22 (week 5) TR LAB: Archetype personas project Sept. 29 (week 6) Archetype Competitor s Project -Discuss reading Chasing Cool Ch. 2 and 3 -Cross Cultural Report -The Groundswell 5 and 6 -In class reading- Wowing the Millenials- creating brand equity in the wine industry Adweek Article Disucssion on Instagram and imagery advertising- branding/how- instagram- changing- way- brands- look- photography- online- and- beyond ?utm_source=socialtime s&utm_medium=newsletter&ut m_campaign=dailynewsletter Review Chasing Cool 4 and 5 In-class reading of Social Strategies for 2014 report / discuss key learnings A discussion on digital trends / Introduce Content Strategy Part I Presentation- Cross Cultural Report Consumer Target and Persona Presentation Highlight concepts in case study Chapter 5, The Groundswell, Constant Contact: Energizing by creating a community. Pew Research Study: Photos and Videos as Social Currency Online Visual Content Presentation Introduce team project Oct. 6 (week 7) Highlight important concepts in Chasing Cool Chapter 6 Google analytics part 1: and gathering insights: KPIs,

4 TR LAB- Quick on The Groundswell Ch. 1-6 and 7 Introduce study questions for The Groundswell, Chapter 1-6 segmentation, convergence. ylist?list=pli5yfmzcfrtzmny o8iwixli90eqjojuku Oct. 13 (week 8) TR LAB- The Content Ecosystem / Review great content storytelling / NY Times article Invisible Child cts/2013/invisiblechild/#/?chapt=1 Oct. 20 (week 9) TR LAB - Award winning copywriters and journalist on the web Brand Affinity vs. Brand Loyalty Good vs. Bad content and branding -The Power of Social Attribution -Internet Fame: YouTube Celebrities, influencer and advocates -Social Media at top-of-thefunnel strategy The Evolution of the Drake vs. Meek Mill beef on social media In-class working session Oc.t 27 (week 10) TR TBD Nov. 3 (week 11) (Election Day) TR LAB- TBD Nov. 10 (week 12) Read Case study on Bell Canada - Groundswell page 243 Twitter politics, movements, and revolutions- an In-class discussion Platform Report overview Cross Channel Content Creation: from social, to CRM to purchase Ashley Harris guest lecturer Google Analytics part 2 Conversions and reporting ch?v=09czvztvioi&list=pli5 YfMzCfRtZmnYo8IWIXlI90Eq JoJuKU&index=13 Nov. 17 In-class working session In-class working session

5 Nov. 24 Thanksgiving Week Dec. 1 Dec. 9 Last Day of Class Final Presentations