课程信息
4.7
607 个评分
83 个审阅
Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)...
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Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 7 hours to complete

建议:4 weeks of study, 1-3 hours/week...
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English

字幕:English...

您将获得的技能

Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Stacks
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 7 hours to complete

建议:4 weeks of study, 1-3 hours/week...
Comment Dots

English

字幕:English...

教学大纲 - 您将从这门课程中学到什么

Week
1
Clock
完成时间为 2 小时

Content Strategy

In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach....
Reading
2 个视频(共 13 分钟), 7 个阅读材料, 1 个测验
Video2 个视频
Paid / Owned / Earned Media6分钟
Reading7 个阅读材料
Welcome to MOOC 4!10分钟
Meet Your Instructors10分钟
Grading and Logistics10分钟
Social Marketing Toolkits10分钟
Course Bookstore10分钟
A Note on the Frequency of Capstone Offerings10分钟
Special Toolkits for Paid/Financial Aid Learners10分钟
Quiz1 个练习
Quiz 18分钟
Week
2
Clock
完成时间为 1 小时

Advertising

In this module, you will learn how to develop platform-specific advertising messages to grow your market share. ...
Reading
2 个视频(共 15 分钟), 1 个阅读材料, 1 个测验
Video2 个视频
How to Develop Facebook-type Advertising Pt 27分钟
Reading1 个阅读材料
Free Social Marketing Toolkit10分钟
Quiz1 个练习
Quiz 210分钟
Week
3
Clock
完成时间为 5 小时

Social Integrated Marketing Communications (IMC)

In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification. ...
Reading
14 个视频(共 110 分钟), 3 个阅读材料, 2 个测验
Video14 个视频
What is Gamification?9分钟
Keep Them Coming Back7分钟
Applications for Social IMC Strategy4分钟
Social IMC Example: Ridgid Plumber Forum8分钟
Social IMC Example: Carling Black Label9分钟
Social IMC Example: North Face7分钟
Social IMC Example: American Express9分钟
Engaging Your High-Value Markets17分钟
Rolling Out Your Blog6分钟
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5分钟
Step 2 - Creating your Tracking URLs6分钟
Step 3 - Executing Your Plan5分钟
Step 4 - Analyzing your Results3分钟
Reading3 个阅读材料
Assignment Overview10分钟
Download the A/B Testing Assignment Spreadsheet10分钟
Free E-books on A/B Testing10分钟
Quiz1 个练习
Quiz 318分钟
Week
4
Clock
完成时间为 1 小时

Measuring Your Social Programs

In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs. ...
Reading
4 个视频(共 28 分钟), 2 个阅读材料, 1 个测验
Video4 个视频
Measuring Social IMC Programs9分钟
Key Performance Indicators3分钟
Testing Your Strategies8分钟
Reading2 个阅读材料
Download the Lecture Video Slides10分钟
What Comes Next?10分钟
Quiz1 个练习
Quiz 416分钟
4.7
Direction Signs

33%

完成这些课程后已开始新的职业生涯
Briefcase

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 AHFeb 6th 2016

This is my favorite course of the series so far. Information dense, the hands-on class project for this unit will help unpack the mystery of A/B split testing using free online tools. Recommended!

创建者 RRFeb 17th 2017

This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs

讲师

Randy Hlavac

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

关于 Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

关于 Social Media Marketing 专项课程

In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate. Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social....
Social Media Marketing

常见问题

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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