Download - Monster Social presentation - February 23
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Transforming Social Media Training to Real
Work Outcomes
The Pedagogy of Social Media
Kristin Mattera
February 23, 2012
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Today’s roadmap
BackgroundCourse goals and objectivesDemonstrating knowledgeResources for enhanced learningFuture directions
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How did we get here?
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About me
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About me
@krismatt
ActiveFacebook – 2004Twitter – 2008LinkedIn – 2008Guest blogger
Also dabbled in podcasting and video
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Building a course
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My Fall 2011 class
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Student profile
UndergraduatesJuniors and seniorsSometimes honors studentsCourse offered in the business school> Not all are marketing focused
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Classroom observations of students
Predominately view social media from a user perspectivePreconceived notions/prejudices of social mediaAcceptance of technology without questioning “why” or “how”> Typically do not understand the backend of technology
May not have a solid foundation in all aspects of marketing> Media planning, marketing research and analysis, consumer
behavior
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Classroom observations of students
Think in silos and may not always connecting the dotsVery device dependantJust lecturing won’t work> Hands-on/learn by doing model is essential
Need to be pushed in terms of content creation> Level of writing may require editing and feedback sessions
Need to be helped toward professionalism
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Potential Topics
Defining SM
Impact of SM
History of SM
Foundations of SM
Inbound marketing
Blogs
YouTube & streaming content
Professional/Career networking> BeKnown on Facebook, LinkedIn &
others
Mobile/Location-Based Services (LBS)
Power of SM
User-Generated Content (UGC)
Data Mining
Challenges of SM> ROI> Ethics> Privacy> Company culture
Media News
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Course goals
Understand the importance of social media with regard to marketing and society.
> Social media is more than marketing.
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Course goals
Know how to intelligently converse about and use social media in a variety of settings.
> Communication has shifted significantly and new tools now exist.
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Course goals
Know how to stay current with social media trends.
> Staying on top of an ever-changing landscape is challenging.
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Course goals
Know the components involved in all aspects of an integrated social media campaign.
> For true comprehension, it is necessary to dissect and analyze.
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Course goals
Understand the importance of clearly and consistently communicating within a given context.
> Context is crucial.
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Getting involved & going beyond the
classroom
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In-class activities
Peer reviewOngoing discussionFacebook advertising practiceFacebook v. Twitter game
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Assignments
Media news> Keep up-to-date, connect social media to the greater world
Media journal> Increase awareness of media consumption, and envision a
marketer’s targeting process
Blog project> Practice developing a content strategy> Writing sample for interviews
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Assignments
Case study analysis> Ability to pick apart a campaign and offer constructive feedback
for optimization
Professional network profile> Prepare students for graduation by getting them started on
professional networks like BeKnown on Facebook and LinkedIn, among others
Final project and presentation> Pulling it all together and making it work> Trying their hand at solving real-world problems
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Sample Final Project
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Client
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Marketing Objective Social Media Objective Social Media Strategy
1) Define DTW as a green, sustainable company
BLOGS/EVENTSBe mentioned and/or rated by 12 influential, sustainable individuals in 1 year
-Use Klout to find people of highest influence-Send a free bottle to 24 popular sustainability bloggers-Attend “The Green Wine Summit” trade show in Nappa
2) Increase customers’ engagement with DTW brand
YOUTUBE & FOURSQUARE-Reach 10,000 YouTube subscribers in 6 months-Have 50+ customers bring a friend to sample the 3 types of wine
-Run a video posting contest-Improve video tag terms (YouTube SEO)-Host a FourSquare swarm on a beach and have a wine tasting
3) Create awareness of DTW among Dave Matthews Band fans
FACEBOOK & PANDORA-Increse Facebook fan page “Likes” by 128,000 in one year
-Run week-long internal Facebook ads-Run Pandora ad during the DMB channel that sends them to the Facebook fan page
Tactical Plan Recommendations
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Scheduling
Klout> Two bottles per month for 12
months starting in January 2012
Facebook> Summer Months (May-
September 2012)> Coincide with DMB summer
tour schedule
Pandora > Fall and winter (October-
December 2012)> Afternoons - early evenings
Video Contest > February 2012
FourSquare swarm> July 2012> Green Wine Summit> November 2012
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Target Geography
New England, plus New YorkWest Coast> California, Nevada, Idaho, Oregon, Washington
Tour States> Connecticut, Ohio, Indiana, Michigan, Wisconsin, Virginia, North
Carolina, Florida, Kansas, Washington, Texas, Nebraska, Minnesota
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Resources
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Recent marketing examples
Dodge Journey, Old Spice, Sweethearts and NAVY for Moms 27
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Resources
BooksCase studiesOnline articlesGuest lecturersCurrent campaignsOnline video (YouTube, TED talks)
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Books
Brandwashed – Martin LindströmGroundswell – Charlene Li and Josh Bernoff > Marketing in the Groundswell – a pocket guide
Socialnomics – Erik QualmanThe New Influencers – Paul Gillin
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Harvard Business Review case studies
Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. – R1012CHubSpot: Inbound Marketing and Web 2.0. – 509049The New Conversation: Taking Social Media from Talk to Action. – 10815Obama versus Clinton: The YouTube Primary. – 509032
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Harvard Business Review case studies
Hulu: An Evil Plot to Destroy the World? – 510005United Breaks Guitars. – 510057Attaining Social Maturity: The Challenges Your Company Will Face on the Path to Empowerment Through Social Technology - 8358B
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Guest Lecturers
Janet Aronica – onefourty, Hubspot, and ShareaholicEric Leist – Allen & Gerritsen, podcasterKen Cosgrove – Professor of Government at Suffolk DJ Capobianco – Hill Holliday, Crimson HexagonJessica Krywosa – Director of Web Communications at Suffolk
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Future directions
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Where do we go from here?
Social media foundationsContent creation – training the prosumersSocial media within society (humanities and interdisciplinary focused)Social media and online analyticsIntegration of social media into pre-existing courses
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Key takeaways
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Key takeaways
Demonstrate how things work, especially the technologyAlways explain the “why” factorGive context whenever possibleAllow practice and experimentation of concepts Identify how this is applicable beyond the classroom> Try to make it relevant to their daily lives
Provide constructive criticism and feedback for future successIntegrating social media into other pre-existing coursesGet them involved and invested in the topics> Connect to their passions
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Thank you!