UC Berkeley Extension Social Media Marketing Strategies BUS ADM X Social Media Marketing Strategies Summer Semester 2015

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1 UC Berkeley Extension Social Media Marketing Strategies BUS ADM X Social Media Marketing Strategies Summer Semester 2015 Instructor: Tracy Sestili, B.A. Phone: (650) Required Materials: None Course Materials Suggested Reading: Taking Your Brand from the Bench to the Playing Field Tracy Sestili (Social Strand Press), 2014 Course Description Explore social media strategies facilitated by Internet, digital, and mobile technologies and platforms. Learn how to establish realistic business and performance goals; integrate new communications platforms and technologies into existing marketing plans; systematically evaluate new technologies and delivery platforms to determine an optimal marketing mix, given objectives and available resources; and evaluate in-market results. You walk away from this course with a greatly expanded ability to plan and execute a cost-effective, strategic marketing program that includes new media integrated with conventional marketing approaches to make brands and companies go viral and increase lead-to-sales conversion rates. Course Objectives Upon successful completion, participants will be able to: Identify and describe social media sites and new media technologies that are pertinent to contemporary marketing; Describe how new media technologies are changing and challenging traditional media formats and nonmass communications; Explain how to use traditional, digital, mobile, Internet, and new media communications channels to create awareness of and position products/services in specific target markets; Compare competing digital multimedia websites and their content for marketing and storytelling purposes; Evaluate new media opportunities and rate the return on investment of new media marketing efforts; Grade the risk levels of various social media and technological tools and evaluate the effects of those risks when calculating potential return on investment; 1

2 Attendance Explore the semantic web and the future of the Internet for marketing purposes Course Requirements, Procedures and Policies Attendance is required for all classes. Participation in class is required. If you will be late to class or miss a class for any reason, please contact me via (tracy@socialstrand.com). It is your responsibility to make up any work missed. Not all presentations given in class will be available online afterward. Guidelines for Written Assignments Instructions for written assignments should be done in MS Word or PowerPoint. Specific instructions will be given prior to each assignment in class. Course Assignments Each student will be required to create a social media strategy, editorial calendar, and campaign for the company they work for or a local business. Each student will be required to turn in the mid-term exam. Grading Scale A = % A- = 90 92% B+ = 87 89% B = 83 86% B- = 80 82% C+ = 77 79% C = 73 76% C - = 70-72% D+ = 67-69% D = 63-66% D- = 60-62% F = Below 60% Grade Breakdown by Assignment Grading and Evaluation Discussions and Participation 10% Midterm 25% Final social media strategy 30% Final social media campaign 25% Homework 10% Total 100% 2

3 Examinations There will be one mid-term given in week 5 covering material from the first four classes. There will be a final social media strategy due and presented to the class by you in week 9. Disabled Student Services If you require academic accommodations for this course, you should obtain approval from Extension Disabled Student Services. Please contact them at extension-dss@berkeley.edu or (510) If you already have a letter of accommodation from Extension Disabled Student Services, please make an appointment with your instructor to have a confidential discussion of what you will require for this course. UC Berkeley Extension Honor Code All members of the UC Berkeley Extension community are expected to act with honesty, integrity, and respect for others. For further information, please refer to: Tips for Maintaining My Academic Integrity UC Berkeley Extension Code of Student Conduct Schedule of Classes Class 1- June 10, 2015 Introduction Course overview and syllabus review Class Activity - Name that brand Social Media Strategy vs. Social Media Campaign Marketing to Millennials, Gen-Xers, Boomers Class Activity Defining your target market Homework Identify where your constituents are reading, sharing, talking about news in your industry. Read this post: Class 2 - June 17, 2015 Homework review Social Media Fan types Identifying key messages, developing voice & tone, policy, influencers, vanity URLs Class Activity Create a social media policy for your brand Class Activity Pair up to discuss your target audiences and key messages for those audiences Homework o o Subscribe to at least one of the recommended blogs on the last slide. Read MailChimp s voice & tone guide: (stop at Writing for MailChimp), 3

4 o Read ModCloth s Social Media Strategy case study: Class 3 - June 24, 2015 Defining keywords how to find them for your brand Class Activity Use online tools to define what the keywords are for your brand Choosing the right social networks for your brand In depth Facebook, Twitter, LinkedIn Homework Creating a Page for your business in Facebook, adding a cover photo, profile photo, about section, Twitter tab, change the image on the Twitter tab to a Twitter icon. Send me the link via by EOD Saturday. Homework Updating your LinkedIn profile, Send me a connect request when this is complete. Class 4 July 1, 2015 Goals & Measurement, tools discussion The importance of blogging and elements of a good blog What will you write about? How to com up with topics that speak to your audience Class Activity Create a public personal blog for this class so that I can read it. Homework Write 1 blog post between words on any topic (even if its apples) Class 5 July 8, 2015 Mid-term Class 6 July 15, 2015 How to write good social copy Class Activity: Write 3 tweets for blog titles given in class Class Activity: Write a #HumpDayHaiku 17 syllable poem that is less than 140 characters Class Activity: Write a Facebook post using 4 words given to you in class Social Media Automation Tools Homework Write a 2 nd blog post between words Class 7 July 22, 2015 Content Strategy and platform mix Editorial/Content Calendar Class Activity create content calendar Review Case studies Class Activity Social Currency Jeopardy! Homework Write a 3 rd blog post between words Class 8 July 29, 2015 Social Advertising overview Employee buy-in Class Activity Creating social enablement s 4

5 Homework: Create social media strategy to present in class next week. Must be done in PowerPoint or Prezi Class 9 August 5, 2015 Social Media Strategy presentations delivered Discussion and review Homework: Create a social media campaign Class 10 August 12, 2015 Social Media Campaign presentations delivered Final wrap-up Q&A 5