technologies for interactive marketing - usc searchweb-app.usc.edu/soc/syllabus/20173/32072.pdf ·...

TechnologiesforInteractiveMarketing ITP476(4Units)

Fall2017

Description Thiscoursewillintroduceyoutothekeytechnologies,conceptsandstrategiesingrowthhacking,digitalandsocialmediamarketing.Classlectures,discussions,andprojectswilldemonstratehowInternetandnewmediatechnologies(blogs,wikis,socialnetworks,communities,searchengines,crowdfunding…)areincreasinglybeingusedinmarketingandadvertising.Foryourfinalproject,youwilldrivetraffic,engagementandconversionforaspecificproject.

Objective Coursereadings,discussions,lectures,projects,andexamsaredesigned to:

1. Introducestudentstoimportanttermsandconceptsofleanstartupsandgrowthhacking

2. Providestudentswithabasicunderstandingofthenewmediatechnologiesinfluencingcurrentmarketingpractices

3. Advancestudents’knowledgeoftherolethattechnologyandnewmediacanandshouldplayinformulatingandimplementingcustomerdevelopmentandmarketingstrategies

4. Providestudentswithhands-onexperiencewithinteractivemarketingtechnologies:blogs,analytics,mobiledevicesandothersocialsoftware

5. Provideindustryrelevantskillstoenhancestudentcareeropportunities

Prerequisites None

Instructor PeterJ.<<P.J.>>Leimgruber InformationTechnologyProgram ViterbiSchoolofEngineering|UniversityofSouthernCalifornia

Website https://backboard.usc.edu

Contact AnyquestionsrelatedtothecourseandmaterialsshouldbepostedonBlackboard. Fornon-coursequestionsorprospectivestudents: Email:leimgrub@usc.edu

OfficeHours Seeblackboard

Graders/TAs

Lecture Mondays&Wednesdays2:00-3:50VKC 210

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OpenLabHours ITPoffersOpenLabuseforallstudentsenrolledinITPclasses.Theseopenlabsareheldbeginningthesecondweekofclassesthroughthelastweekofclasses.Hoursarelistedat:http://itp.usc.edu/labs/.

VirtualLab Inadditiontoopenlabhours,studentswillgetaccesstoavirtuallabthattheycanusefromtheirowncomputer.Thevirtuallabhasallthesoftwareneededforthecourse.InstructionsarepostedonBlackboard.

RequiredTextbook(s)

TheBeginner’sGuidetoSEO©2015,RandFishkin,SEOmoz.(FREE) https://moz.com/beginners-guide-to-seo Additionalrequiredbooksandreadingswillbeassignedinclassandpostedonblackboard.

OptionalTextbook(s)

RunningLean,2ndEdition©2012,AshMaurya,O‘Reily,ISBN-10:1449305172,ISBN-13:978-1449305178.Purchasehardcoverbookhere:http://www.amazon.com/Running-Lean-Iterate-Works-Series/dp/1449305172 PracticalGoogleAnalyticsandGoogleTagManagerforDevelopers©2015,JonathanWeber,Apress,ISBN-10:148420266X,ISBN-13:978-1484202661ASIN http://www.amazon.com/Practical-Google-Analytics-Manager-Developers/dp/148420266X GrowthHackingMarketing,2ndEdition©2014,RyanHoliday,Portfolio(Penguin),ASIN:B00TFR6OCM.PartofKindleOwner’sLendingLibraryandKindleUnlimited.Ifneeded,purchasethepaperbackorebookhere:http://www.amazon.com/Growth-Hacker-Marketing-Primer-Advertising/dp/1591847389

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Software/Services

Google Analytics and related tools are the defacto industry standard for understanding digital engagement with audiences.

We have arrange for access to the highest tier of Moz Professional. Moz Professional is the leading search engine research and marketing tool used across the all industries. MozBar, which is a free plug-in for Chrome, is used throughout the class.

We have arrange for access to digital content intelligence tools used for market research, content research and media outreach. eMarketer is the first place to look for data and research on digital for business professionals who need to be prepared for the work ahead. Statista allows you to find statistics, consumer survey results and industry studies from over 18000 sources on over 60000 topics on the internet's leading statistics database. BuzzSumo is the platform for content marketing and SEO agencies to discover engaging content and outreach opportunities which are critical for content marketing and SEO campaigns. CisionPoint allows you to build media lists, distribute press releases, manage PR campaigns, monitor news coverage and analyze results.

We have arranged for you to have free access Hootsuite Academy for some required content for the class. Hootsuite is a social media management system that keeps track and manages your full social network channels.

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You will also be eligible to earn a Hootsuite Certification at no charge. This will be part of your required activities for the class. This certification will enhance your chances of obtaining a job that involves social media. You will also be listed in Hootsuite’s directory of industry professionals and have access to other certified practitioners. The certification process involves viewing a required set of videos and passing an exam with a score of 95%. If you are successful, you will receive a certification you can attach to your resume.

We will be using the free version of MailChimp for email marketing and measurement. Primarily you will instrument MailChimp to interact with Google Analytics to measure the results of campaigns.

You will also be required to have various social media accounts. The specifics required will be assigned in class and posted on blackboard.

Microsoft Word and Excel will be required to edit worksheets. Powerpoint or Google Slides will be used for presentations. Additionalrequiredsoftwareandaccountswillbeassignedinclassandpostedonblackboard.

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Grading Thecourseisgradedwiththefollowingweights: Participation 5% Business&TeamPresentation 5% Homework 20% ContentMarketingStrategy 25% Midterm 20% FinalPresentation 25% TOTALPOSSIBLE 100% Thereisnocurving.Studentswillreceivethegradesthattheyearn.

GradingScale Lettergradeswillbeassignedaccordingtothefollowingscale: 93%+ A90-92% A-87-89% B+83-86% B80-82% B-77-79% C+73-76% C70-72% C-69 D+67-68 D66 D-65andbelow FHalfpercentagepointswillberoundeduptothenextwholepercentage.Soforinstance,89.5%isanA-,but89.4%isaB+.

Homework Togethelponhomework,followthesesimplesteps ● Readthehomeworkinstructionscarefully ● Reviewthe“DiscussionBoard”sectionoftheBlackboardforumforother

studentquestionsandcommentsorpostaquestionyourselftobegintheforum.

● Ifyoucannotfindananswerabove,emailtheTAandme AllassignmentsmustbesubmittedtoBlackboard.

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Policies Make-uppolicyforexams:Nomake-upexams(exceptformedicalorfamilyemergencies)willbeofferednorwilltherebeanychangesmadetotheFinalExamschedule. LateAssignments:Assignmentsturnedinafterthedeadlinewillautomaticallyhave10pointsperdaydeducted. ITPoffersOpenLabuseforallstudentsenrolledinITPclasses.Theseopenlabsareheldbeginningthesecondweekofclassesthroughthelastweekofclasses.Hoursarelistedat:http://itp.usc.edu/labs/. Beforeloggingoffacomputer,studentsmustensurethattheyhavesavedtheirwork(ontheirpersonalemailaccountsorflashdrives)createdduringclass.Anyworksavedtothecomputerwillbeerasedafterrestartingthecomputer.ITPisnotresponsibleforanyworklost.

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StatementonAcademicConductandSupportSystems AcademicConduct Plagiarism–presentingsomeoneelse’sideasasyourown,eitherverbatimorrecastinyourownwords–isaseriousacademicoffensewithseriousconsequences.PleasefamiliarizeyourselfwiththediscussionofplagiarisminSCampusinSection11,BehaviorViolatingUniversityStandardshttps://scampus.usc.edu/1100-behavior-violating-university-standards-and-appropriate-sanctions/.Otherformsofacademicdishonestyareequallyunacceptable.SeeadditionalinformationinSCampusanduniversitypoliciesonscientificmisconduct,http://policy.usc.edu/scientific-misconduct/. Discrimination,sexualassault,andharassmentarenottoleratedbytheuniversity.YouareencouragedtoreportanyincidentstotheOfficeofEquityandDiversityhttp://equity.usc.edu/ortotheDepartmentofPublicSafetyhttp://capsnet.usc.edu/department/department-public-safety/online-forms/contact-us.ThisisimportantforthesafetywholeUSCcommunity.Anothermemberoftheuniversitycommunity–suchasafriend,classmate,advisor,orfacultymember–canhelpinitiatethereport,orcaninitiatethereportonbehalfofanotherperson.TheCenterforWomenandMenhttp://www.usc.edu/student-affairs/cwm/provides24/7confidentialsupport,andthesexualassaultresourcecenterwebpagesarc.usc.edudescribesreportingoptionsandotherresources. SupportSystems AnumberofUSC’sschoolsprovidesupportforstudentswhoneedhelpwithscholarlywriting.Checkwithyouradvisororprogramstafftofindoutmore.StudentswhoseprimarylanguageisnotEnglishshouldcheckwiththeAmericanLanguageInstitutehttp://dornsife.usc.edu/ali,whichsponsorscoursesandworkshopsspecificallyforinternationalgraduatestudents.TheOfficeofDisabilityServicesandProgramshttp://sait.usc.edu/academicsupport/centerprograms/dsp/home_index.htmlprovidescertificationforstudentswithdisabilitiesandhelpsarrangetherelevantaccommodations.Ifanofficiallydeclaredemergencymakestraveltocampusinfeasible,USCEmergencyInformationhttp://emergency.usc.edu/willprovidesafetyandotherupdates,includingwaysinwhichinstructionwillbecontinuedbymeansofblackboard,teleconferencing,andothertechnology.

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CourseOutline Dates Lecture Reading Homework

Week1 8/218/23

Lecture:CourseOverview Lecture:DigitalMarketingMethodology

● DigitalMarketingMethod ● Experimentation ● DigitalConversionFunnel ● DigitalContentFunnel ● CaseStudies

Week2 8/288/30

IntroToFinalProject(willnotstartuntillater,thiswillgiveustheopportunitytostartthinkingaboutitearlier)Lecture:LeanStartups

Week3 09/0409/06

September4th–NOCLASS(LABORDAY)Lecture:GoogleAnalytics

● ExamineTrendsofsitesindifferentnichestogetafeelforcustomerbehavior,engagementandsalesfunnelvisualization.

● USCExample:100k+visits/month● ChooseNissanExample:Exploretheimpact

ofSEOw/dataaslead-inforSEO(Part1)

HandsOn:GoogleAnalytics&GoogleSearchConsole(WebmasterTools) Quick IntrotoSearchEngineOptimization

Beginner’sGuidetoSEO

NO HW DUE

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Week4 09/1109/13

SelectTeams–Teamsof3 SEOWEEK!Lecture:SearchEngineOptimization

● On-Site(Technical)SEOPart2 ● PerforminganSEOAudit ● Explorationofadditionaltools/software● Howtoactionablypresent/reportSEO

findings. HandsOn:SEOAuditofselectedWebsiteHandsOn:Moz,SEMRush,MajesticSEO

WatchSelected“WhiteboardFriday”videosonMoz.

HW1Due:GoogleAnalytics

Week5 09/1809/20

FinalizeTeamsForProjectBeginContentMarketingDiscussdetailssurroundingthefinalproject&teampresentations&upcominghomeworkassignmentsmovingforward. Lecture:ContentMarketingStrategy–OverviewandSEO/Linkbuilding

● InboundMarketing-Overview ● MarketingChannels-explorewhich

channelsareagoodfitandwhy. ● GuestBlogging-Whatisguestbloggingand

whyit’ssupereffective.Howtofindguestbloggingopportunities.

● ManualOutreachtoThoughtLeaders&Influencers-Who/Howtoreachout,Strategiesforeffectiveness,Toolsforprospecting

HandsOn:Goals,TargetMarket&MarketingCollateral

IntegratingPRintoyourSEOStrategy(article&video)

HW2Due: SEO&Tools

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Week6 09/2509/27

ContinueContentMarketingContentMarketingStrategy-ExecutingThePerfectCampaign

● Howtodefineandsetrealisticcontentmarketinggoals

● IdentifyingPersonas,TargetMarket, Messaging&Position

● Whichdistributionchannelsworkandwhy?

● MarketingCollateral:Howtocreateadditional/supportingcontentforasuccessfulcampaign.

● Creatingtheultimateblogger/publisheroutreachkit.

Finalizetargetcompanyforproject.

Finalizetargetcompanyforproject.MUSTKNOWWHO/WHATYOUAREWORKINGONFORTHEFINALBY09/25

Week710/0210/04

Lecture:CreatingAwesomeContent!

● Showexamplesofbrandsthathavecreatedgreatcontentandhowtheydidit.

● Howtoleveragetheresearchtoolstounderstandhowtobestconnectwithconsumers.

● HowtodeterminewhichtypesofcontentisappropriateforvarioustypesofbrandsAdditionalContent:ExploringHowtoCreate&WhentoLeverageOtherTypesOfContent

● Infographics● Memes● Slideshares● Whitepapers/How-toGuides

HandsOn:Lookatreallifee-commercebrandandbrainstormtheories/ideasforgrowth. HandsOn:eMarketer,Statista,Cision

NoHomeworkDue

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Week8 10/0910/11

TeamPresentation#1Reviewmaterialcoveredtodate.Nonewlecturetoday.RecapofGoogleAnalytics&SEOExamreview!

TeamPresentation1:Business&TeamBeginHW3:Duebeforenextclass.Findexamplesofbrandsdoinggreatcontentmarketinginselectedverticals.Whatworkedandwhy?

Week9 10/1610/18

Midterm:DigitalMarketingMethodology,Analytics,SEO&ContentMarketingStrategy DigitalContentFunnel&CRO(ConversionOptimization)

● Blog/LandingPage-Whatpageconvertandwhy?Explorecalls-to-action,pagedesign,andthepsychologyoflayout.

● SocialMedia-Usingsocialmediaeffectivelyforcontentdistribution.Connectwithcustomers,responding,engagement.Keepingaconsistentbrandidentity/voice

● Newsletter&Email-Howtokeepyourcurrentcustomersengaged,howtonurturecustomerswhoaren’treadytobuy,howtogetbetteropen-rates,click-thrusandconversion

HandsOn:Unbounce&Mailchimp.Reallifee-commerceexampletotry/testtheories.

HW3Due: Findexamplesofbrandsdoinggreatcontentmarketinginselectedverticals.Whatworkedandwhy?

Week10 10/23 10/25

NoHomeworkDue

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Week11 10/3011/1

SprintPlanning:Updates,Metrics&LessonsLearnedUpdateOnTeamProjects–ThinkingAboutContentMarketing/SEOStrategies Lecture:SocialMedia

● Discoverability,GrowingYourAudience/Channels

● Market-Brandidentity/voiceforeach. ● PaidvsFree-Introintostrategiestogrow

audienceanddrivesaleswithsmallmarketingbudget.Hofree-paidchannelscanbeusedharmoniously.

● CreatingSocialMediaCalendar HandsOn:Unbounce,Hootsuite&SocialMediaCalendar

Lookingforupdates/ideasforyourclients.Greattimetoaskquestionsandgetfeedback.

Week12 11/611/8

TeamPresentation#2SprintPlanning:Updates,Metrics&LessonsLearned Lecture:GrowthHacking

● Thislecturewerecapallofthestrategiesweexplored in the class and zoom inand thechannels thatcanbe leveragedspecificallyfocusedaroundhigh-speeduseracquisition.

● How can we piece together differentstrategiestocreatenewideas/strategies?

HandsOn:TBD

Reading:TheDefinitiveGuidetoGrowthHacking

TeamPresentation#2:SEOandContentMarketingStrategy.HW4Due: SocialMedia

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Week13 11/1311/15

SprintPlanning:Updates,Metrics&LessonsLearned Lecture–Crowdfunding/Kickstarter

● Exploresuccessfulcampaignsandwhytheyworked.

● UsingCrowdfundingasalaunchstrategy● Howtogenerateawarenessusing

strategiespreviouslycoveredinclass● QuickoverviewofKickstarterplatform,

explorecampaignsetup,goals,rewards,andhowtosetrealisticexpectationsforyourcustomers.

HandsOn:DraftPresentations

Week14 11/2011/22

SprintPlanning:Updates,Metrics&LessonsLearned Lecture:TBD-DependsonClassneeds 11/22 NO CLASS - Thanksgiving

Week15 11/2711/29

TeamPresentations:FinalPresentations Presentation3:

FinalPresentation