social media marketing

SOCIAL MEDIA MARKETING COURSE SYLLABUS

SocialMediaMarketing Syllabus SPRING 2018

In this introductory course, students will learn how to use Facebook, Twitter, Blogging, Vlogging, YouTube, Linked In, and other social media sites to market their business and creative endeavors to a large consumer base. Students will develop an individualized social media marketing plan specific to their goals. Learn Netiquette basics and good social media practices to gain an online following or customer base.

CONTACT ME TO HOST A SOCIAL MEDIA MARKETING WORKSHOP OR OFFER PERSONALIZED STRATEGIC CONSULTING

SPENAYOUNG@GMAIL.COM

WORKSHOPS AVAILABLE IN WESTERN NEW YORK: 

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AVAILABLE APRIL/MAY 2018 and JULY/AUGUST 2018
FALL/WINTER 2018 TBA

CLASS PROJECT: Strategic Marketing Plan Project

During the class you will be learning key ways to market your product, business, or hobby. You will keep this information together in a portfolio to help you organize marketing strategies unique to your field and interests. For those who just want to learn more about strategies but do not necessarily have their own product/service/hobby that they want to promote, you can choose a favorite local product or service to focus on instead for the project. On Week 6 attendees will give a short presentation on their Strategic Marketing Plan, with Q and A, and class critique.

The Strategic Marketing Plan Project is a portfolio that you will create during the class. Bring it with you in class. During the class period, you will complete activities that will help you through each section of your strategic marketing plan. Prepare a 5-10 minute presentation (depending on number of enrolled students) on your strategic marketing plan. Students are encouraged to ask questions, offer advice, and critique each other’s plans and work. Each portfolio will include:

  • Business Objectives, Mission and Product/Service Description
  • Marketing Goals
  • Marketing Strategies
  • Branding Information and Samples (ex. Logos, Content, Images, Website)
  • Target Demographics Data
  • Social Media Profile Information
  • Sample Content and Proposed Content Scheduling
  • Analysis

SAMPLE MARKETING PLANS

Click to enlarge sample:

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Weekly topics

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Each week we will focus on a specific topic. Each class may have a short lecture, demonstration, question and answer time, project time, group activities, and interactive activities.

Week 1 Introduction to Social media and Netiquette

We will discuss the basics of social media marketing, major social media outlets, and the Strategic Marketing Plan project. Students will meet with the instructor individually to discuss their personal/professional goals in the class. Students will discuss Netiquette and will have a group activity on Netiquette.

WHAT IS NETIQUETTE?

DISCUSSION:

  • What is Netiquette?
  • Why is Netiquette important?
  • What is the connection between Netiquette and Branding?
  • Share examples of poor Netiquette.
  • Share how you would promote yourself online using Netiquette.
  • How should you respond if someone else has poor Netiquette?

Remember: If you can’t post it with a SMILE, then don’t post at all!

DILEMMA: Are Negative Posts are More Popular than Positive Posts? – Discuss

READING MATERIAL:

https://blog.insightsatlas.com/10-tips-to-deal-with-negative-comments-on-social-media

http://www.adweek.com/digital/5-ways-to-bring-positivity-back-into-online-content/

GROUP ACTIVITY: Netiquette Group Activity

NETIQUETTE WORKSHEET

netiquetterules

Week 2 Branding and Your Online Web Presence

What is branding? How can you truly develop a unique voice and become an “influence” online? Work on developing your one unique brand using the Strategic Marketing Plan. Discussion about major social media sites (Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest, etc.).

SocialMediaClass_Flyer

We will discuss analytics in depth later in the course, but it is always important to know your potential customer base, find out where they buy/live/entertain themselves, education/socioeconomics/gender/ethnicity, and other important information beforehand so you can brand yourself correctly.

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Screen Shot 2018-04-16 at 1.24.48 PMNAME THAT BRAND EXERCISE:

Choose one of the brands below. Get out a piece of paper and a pen.

  1. Write down your very first impression of the brand
  2. How does the logo represent the brand?
  3. What is this brand’s overall reputation?
  4. Do you buy anything with this brand? Why or why not?
  5. What are some of the more successful advertising from this brand?
  6. What are the least successful advertising from this brand?
  7. Name one thing you can apply from this brand’s marketing to your own marketing?

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Not only do you want to have a brand that has a positive reputation, a good product or service, logo/materials that make sense, you also need to be SEARCHABLE online, EASY TO FIND, and have an EASY TO NAVIGATE website/social media page.

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IF YOU ARE NOT FAMILIAR WITH A SPECIFIC DEMOGRAPHIC, CONDUCT RESEARCH ON THAT DEMOGRAPHIC BEFORE EMBARKING ON MARKETING TO THEM. YOU CAN AVOID MARKETING/BRANDING SNAFUS THAT WILL COST YOU MONEY, CUSTOMERS, AND EVEN YOUR GOOD COMPANY NAME.

EXAMPLES OF BAD BRANDING:

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READ MORE:

http://www.seekvisibility.com/2017/04/worst-branding-mistakes-2016/

TWITTER DEMOGRAPHIC EXAMPLES:

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COLOR PSYCHOLOGY

What is Color Psychology? It is the idea that certain colors are associated with specific emotions, feelings, objects, places, etc. For example, in the United States, the color “hot pink” is associated ostensibly with females, and most notably with the Mattel “Barbie” brand, although many other brands for teenage girls (and their moms!) will use hot pink (ex. Victoria Secret). Part of this is learned and cultural. A color in one country does not mean the same in another. For example, “white” may mean “purity” in one country and “death” in another. However, knowing what color schemes may work best for your brand can be helpful.

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Context is also important. Purple may mean beautiful and imaginative with a brand selling children’s toys, but it can mean royalty and opulence for a luxury brand, especially if references are made to the use of “purple” as an expensive dye used only by the monarchy in ancient days. For a Halloween costume store, the purple suddenly is part of the macabre scene, and is a less austere color than black. So remember the context.

Discussion: 

  1. How do color schemes affect us?
  2. What companies typically use yellow/orange/red in their marketing? Looking at the chart, how do these colors make you feel? Discuss the possible connection.
  3. What types of brands typically use blue or green? Why do they choose these colors? How does that affect your mood, according to the chart?
  4. What colors would work best with your particular brand? Why would you choose that? What would appeal best to your audience?

DEVELOPING YOUR BRAND EXERCISE:

In this exercise you are going to briefly brainstorm ideas for YOUR brand. Think WHAT you want your audience to know about your brand, think about services/products that you offer, think about logos, color schemes, and slogans that might work with your brand. Pair up with another student, and work together to develop your individual brands.

  • What is the name of your brand (come up with 3 SEARCHABLE possibilities)?
  • What is your brand’s STORY?
  • What is your primary service/product/purpose?
  • Are you the brand? (A great question for artists and “influencers”)
  • What colors do you want to work with your branding?
  • Describe or draw a logo for your brand. In a sentence or two, explain why you chose that logo.
  • Who is your key demographic?
  • How does your brand appeal to this demographic?
  • What are some keywords that relate to your business/organization?
  • What will be your primary way to market to your customer base?

More Reading: 

About branding yourself: https://www.johnrampton.com/brand/

Week 3 What is SEO?

We will discuss the importance of SEO (Search Engine Optimization) in terms of reaching a wide costumer base or fan base. Topics may include discussion of Google Ads, use of SEO in Blogging, importance of Metadata, labeling images properly, long tail keywords and keywords. Interactive activity (test blog, keyword research, finding an image).

SEO TOOLS: https://blog.bufferapp.com/free-seo-tools

13-best-social-media-marketing-tips-ever

BEST PRACTICES:

Content Calendar

Create a content calendar that has tips, videos, and other content that is valuable to your audience. Plan it out ahead of time. Usually you want to plan one week ahead of time. This allows you to keep current, especially if important news or events occur in your industry.

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HASHTAGS

Use the HASHTAG  # to emphasize keywords, keyword phrases, and trending topics. These will make your posts, blogs, videos, and other content more searchable.

Images:

Content with images or video are more likely to be clicked on and shared. Be sure that the metadata of your image is completely filled out. This includes the description, the alt description, and the title of the jpg.

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Adding metadata in WordPress.

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FINDING KEYWORDS

Using GOOGLE AUTOFILL SEARCHES for good KEYWORDS, KEYWORD PHRASES, and LONGTAIL KEYWORDS for GOOD SEO.

Google Auto Search Longtail Keywords
Use Google Autofill to find Keywords and Longtail Keywords.

GROUP EXERCISE:

Each group member fills out the following on a piece of paper:

  1. Brand Name
  2. Brand Service or Product
  3. Two Keywords
  4. One Keyword Phrase

Take these items and use Google Autofill to find Keywords, Longtail Keywords, and Keyword Phrases. Find which websites/brands come up first. Are there any similarities between your brand and the top brands? Discuss how you can use what you find to reach your audience.

GOOGLE ADSENSE KEYWORD PLANNER and TOOL:

Use Google Adsense to find keywords in your industry.

Google Adword Planner Link: https://adwords.google.com/home/tools/keyword-planner/#?modal_active=none

GROUP EXERCISE: Look up industry specific keywords for each student in the group.

  1. Have a student choose a keyword for their industry
  2. Ask the class what they think the top five keywords will be for that industry
  3. Look up the keywords for that industry
  4. Discuss the top 10 results (based on volume of searches)
  5. Were there any surprises?
  6. Discuss the Competition numbers
  7. Which keywords would be best for the student’s industry?

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Facebook

  • Optimize your facebook page description and keywords
  • Add in content with videos, photos, etc.
  • Use appropriate hashtags
  • Plan out your content
  • Share it to other sites like Twitter
  • Stay relevant
  • Experiment with different publishing times

Twitter

  1. Keep your handle easy to remember and simple
  2. Use your Logo or Professional headshot for your image
  3. Make sure your description for your profile is specific, targeted, and has a little bit of humor
  4. Tweet on Peak Hours (Weekends, ex.)
  5. Schedule your posts
  6. Use one or two hashtags
  7. Add images to increase retweets
  8. Use video or live video
  9. Add in surveys
  10. Use CTA (call to action) in a creative ways for products and services
  11. Use terms like “download our album” or “follow us”
  12. “Free” is a great word!

Blogs

  1. Use good SEO
  2. Use Keywords in Titles
  3. Include Images with correct Metadata
  4. 200-300 Word blogs
  5. Original Content
  6. Add in Video
  7. Make it Mobile Friendly
  8. Provide good information
  9. Share through all channels
  10. Add in links to other pages on your website

YouTube

MORE INFORMATION: https://mavsocial.com/youtube-seo-2018-optimization-guide/

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Don’t forget to add in a good 200 word description, add the video to a playlist, share it through social media, and include tags.

Amazon

Amazon Keyword Tool: https://app.scientificseller.com/keywordtool#/

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INFLUENCERS

Who is an influencer? Prominent people recognized and respected in your field. You want to reach out to influencers in your field. Reach out to those who really match your branding. Interact with them on social media. If you build up a relationships, ask for them to promote your brand, review your work, guest post, etc.

Group Exercise: Influence Worksheet

Week 4 Creating Content

Learn the importance of creating content, what types of content to create, and how to use SEO to make your content more searchable on search engines, YouTube, Twitter, and other popular sites. Learn how to create content that connects to your audience. What are some good and bad practices when creating content? How to stay ahead of the logarithms and changes to searchability online. Learn about how best to schedule your social media and how to use tools like Hootsuite to aggregate your social media marketing.

Social-Media-Marketing-tip-Recycle-Content

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You want to funnel the customer towards purchasing your product/service.

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EXAMPLES OF GOOD SOCIAL MEDIA MARKETING AND CONTENT:

New York Times Twitter

Most followed Twitter Accounts: http://friendorfollow.com/twitter/most-followers/

Most Popular Facebook Fan Pages: https://www.statista.com/statistics/269304/international-brands-on-facebook-by-number-of-fans/

Shakira Facebook Page

Top 10 Instagram Accounts: http://www.businessinsider.com/instagram-top-10-people-2017-2017-11

Ten Fine Artists to follow on Instagram: http://www.complex.com/style/artists-you-should-follow-on-instagram/

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Not only do you want to create GREAT CONTENT, you want to be sure to SHARE the content and use HASHTAGS and @ to increase visibility!

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Avoid making social media mistakes when you post:

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In-class content activities (ex. Video, blog, vlogging, posts). Choose one from below:

BLOG: Write a short 100 word blog post. Find SEO-friendly headline, keywords, and subtitles. Find image that would best show your article.

VLOG or VIDEO: Record a shot 30-120 second video that would be appealing to your potential market. Be sure to include a “call to action” and write an seo-friendly description.

IMAGE: Take and image that would be interesting to your followers. Find keywords, quotes, and hashtags that would make the image more searchable.

POST: Write a series of five posts that would be interesting to your followers. Use hashtags, @ influencers, images, and keywords to make your posts more searchable.

Week 5 Analytics

Learn about monitoring analytics and using the data to appeal to your audience and get a better ROI (Return on Investment). Find your audience and decipher demographic data. In class discussions and activity on analytics.

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How to Grow Your Following on Social Media
Even if you are starting from no web presence, it is important to set and track your goals. These can be related to the number of followers, how many clicks you receive, how many shares or LIKES, how many individuals comment, and how many click through to your product or service.
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What do you need to do to have a higher Return on Investment?

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KEY PERFORMANCE INDICATORS – KPI

 

What is pay-per-click?
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PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
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REVIEW THE WEEK 6 PROJECT

Week 6

Student Strategic Marketing Strategy Presentations. Question and Answer, Class Critique, SWOT Analysis, Class Evaluations and Class Wrap Up.

SWOT ANALYSIS: https://articles.bplans.com/how-to-perform-swot-analysis/

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For each presenter conduct a short SWOT analysis. Think about these questions as you listen to their presentation. Try to imagine yourself as a potential investor or partner into this business. Assess their social media marketing plan, how their brand fits in the market, and the viability of their business. Be prepared to discuss in class.

PRESENTATIONS

  • Each student will present their strategic marketing plan to the class
  • Students will write down questions, thoughts and SWOT analysis of their presentation
  • Discussion will follow, as well as Q and A

Class Evaluations

ADDITIONAL INFORMATION:

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