Syllabus: Overview of Social Media Marketing 2230 SSyll Credit FALL 2015 Continuing Education [Pick the date][type the sender company name] Course Information: Location: TBA Dates: Wednesdays, September 30 December 9, 6 9PM Instructor Information: Name: Jacquelin Kollar Email: Jackie@chatterblast.com Email Policy: I will return your email within 1 business day. If an email is urgent, please mark URGENT in the subject line. Instructor Bio Jacquelin finds nothing more satisfying then staying on top of marketing trends and keeping current in the social-sphere. By nature, the digital world never sleeps and is constantly evolving. As a digital strategist it s her job to adopt new and maturing technology and see how different pieces can fit into the client s marketing puzzle. Jackie has worked with an array of clients such as: University of Penn, Brandywine Global, Main Line Health Systems, Saxbys, Pennsylvania Horticultural Society, Children s Crisis Treatment Center and many others. In her current position she leads digital strategy of ChatterBlast, a social media-based agency. Previously, she worked at 1 Trick Pony, a digitally focused advertising agency where she helped lead campaign initiatives and social management for Hard Rock and Virgin Mobile. Jacquelin is a graduate from Rowan University for both communications and graphic design. She resides in South Philly and in her free time is an avid retail therapist, foodie and Pilates practitioner. Course Description: The importance of social media s role in modern marketing efforts can no longer be ignored. It s an integral component in almost all successful marketing strategies. With this increasing emphasis on integrated social media strategies, there is an irrefutable need for marketing professionals and organizations to have end to end social media expertise. Through case studies, interactive sessions, and class exercises, students will learn best practices and develop the skills to connect business objectives with social media strategy, platforms and tactics. Topics will include choosing appropriate platforms, creating effective and engaging social media content, content management, social listening and creating a social media policy. Pre-requisites: (if applicable) There are no prerequisites for this course.
Course Objectives/Lear nin g Objectives: At the end of this course, students will: Identify best practices for Social Media Marketing, including platform level best practices. Connect business objectives to appropriate Social Media tactics. Create strong content that engages their target audience with their marketing message. Create editorial calendars to manage content distribution. Use Social Listening tools to create timely, relevant content. Create Social Media policies that combine business objectives with appropriate use of social media channels and content. C OURSE RESO URCE S No additional software is required for this course. All readings will be provided via print or email. Class assignments will utilize computer lab resources, but if you choose to bring your own laptop to complete assignments, you may do so. Laptops, ipads and other devices are acceptable to use for note-taking purposes. In-class assignments not completed during class time should be submitted via email. Please keep an eye on spelling and grammar. Additional Course Materials Supplies Textbook(s) There are no required books for this class, readings may be provided via email or PDF throughout the course. Social Media Sites During the course, students will need to create social sites for class excersies and assignments. In-class time will be dedicated to the creation of these sites. The sites will need to be public to be reviewed by peers and instructor. C OURSE ACTI V ITIE S Presentations There will be an instructor lead presentation related to the scheduled topic each week. Guest lecturers in applicable fields will also be scheduled. s Lab exercises not completed in class must be completed outside of the classroom and submitted before the start of the following class. 2
C OURSE POLIC IES Student Feedback/Communication I welcome all feedback from students. We will cover feedback and reposition class expectations as necessary, however I can always be reached via email to discuss private feedback or concerns. Submitting Electronic Files All work must be submitted via email as a Microsoft Word Document or PDF. Attendance + Participation All students are expected to attend classes regularly and promptly, and for the duration of the scheduled instructional time. Individual instructors will decide the optimum time for taking attendance and may penalize for habitual lateness of absence. Repeated absences may result in a grade of "F" for the course. Students who withdraw from a course must do so in writing. Nonattendance does not constitute an official withdrawal. UNI VERSITY POLIC IES: Academic Honesty/ Integrity Policy Violations of academic integrity are considered to be acts of academic dishonesty and include (but are not limited to) cheating, plagiarizing, fabrication, denying others access to information or material, and facilitating academic dishonesty, and are subject to disciplinary action. To review the Academic Honesty/ Integrity Policy in its entirety, please visit: http://cs.uarts.edu/ce/policies#academichonesty/integritypolicy ACT 48 Activity Hours To have ACT 48 Activity Hours for this course reported to the Pennsylvania Department of Education (PDE) you must complete and return the CE Request for Activity Hours Submission Form to the UArts Continuing Studies Office and meet all requirements outlined by the PDE. Student Code of Conduct It is the policy of the Division of Continuing Studies to provide a safe and healthy environment for learning, personal growth and enjoyment. The well-being of this community depends upon the good judgment and considerate behavior of its members. Student status at The University of the Arts is not an unconditional right, but a privilege subject to certain rules and expectations articulated in the Student Code of Conduct. To review the Student Code of Conduct in its entirety, please visit: http://cs.uarts.edu/uploads/media_items/student-code-of-conduct.original.pdf 3
G RADI NG: (if applicable) Your grade will be based on the following: Component Points Weekly s 40% Participation (incl Responses) 40% Final Project + Statement 20% Total 100% Your grade will be calculated using the following scale: Grade Percentage Range Grade Point A 100 93% 4.0 A- 92 90% 3.67 B+ 89 87% 3.33 B 86 83% 3.0 B- 82 80% 2.67 C+ 79 77% 2.33 C 76 73% 2.0 C- 72 70% 1.67 D+ 67 69% 1.33 D 63 66% 1.0 F 59% or less 0.0 P Pass - 4
SCHE DULE: SESSION + DATE Session 1 Sep 30 TOPIC COURSEWORK DUE Introductions and review class objectives Introduction Discuss class goals and individual goals Fill out questionnaire Discuss the over-arching strategy assignment 1: Select a brand or organization to focus on Due: Oct 7 Session 2 Oct 7 Presentation/Inclass work everyone s selection for the project Introduction to Blogging Create a blog post for your project. Include headline, imagery, links and post Example 1: Find an example of a current good and bad blog and explain why Due: Oct 14 Session 3 Oct 14 blog examples Introduction to Facebook and channel advertising and campaigns Create a Facebook outline for your project and include: list of types of posts, types of ads, and an example post & advertisement Example 2: Find an example of a current good and bad Facebook page and explain why Due: Oct 21 Session 4 Oct 21 Facebook examples Introduction to Twitter and channel advertising and campaigns Create a Twitter outline for your project and include: types of posts, types of ads, an example tweet and advertisement Example 3: Find an example of a current good and bad Twitter account and explain why Due: Oct 28 Session 5 Oct 28 Twitter examples 5
Introduction to both Google+ and LinkedIn. Provide an overview on LinkedIn advertising Create Google+ and LinkedIn outlines for your project and include: types of posts and an example post for each platform Example 4: Find an example of a current good and bad LinkedIn and Google+ account and explain why Due: Nov 4 Session 6 Nov 4 LinkedIn and Google+ examples Introduction to both Instagram and Pinterest as well as channel advertising and campaigns Create Instagram and Pinterest outlines for your project and include: types of posts and an example post for each platform Example 5: Find an example of a current good and bad Instagram and Pinterest account and explain why Due: Nov 11 Session 7 Nov 11 Instagram and Pinterest examples a content calendar Lay out your own content calendar Complete content calendar List out important dates (holidays etc. that need to be noted in your calendar) Provide example posts for each platform in your calendar Due: Nov 18 Session 8 Nov 18 content calendars Creative Campaign examples across social channels Strategize a creative campaign for your project and include: which channels, frequency, ad spend, objective, creative direction and example posts Complete creative campaign Due: Dec 2 6
Session 9 Dec 2 Session 10 Dec 9 In-class working session for final project Complete and finalize all final presentation assets Compile weekly assignment with visuals and explanations and turn-in next week Final presentation and hand in project Hand in weekly assignment with visuals and explanations Due: Dec 9 7