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)
提供：
シラバス - 本コースの学習内容
週
12時間で修了
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.
2件のビデオ （合計13分）, 7 readings, 1 quiz
7件の学習用教材
Welcome to MOOC 4!10 分
Meet Your Instructors10 分
Grading and Logistics10 分
Social Marketing Toolkits10 分
Course Bookstore10 分
A Note on the Frequency of Capstone Offerings10 分
Special Toolkits for Paid/Financial Aid Learners10 分
1の練習問題
Quiz 18 分
週
21時間で修了
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2件のビデオ （合計15分）, 1 reading, 1 quiz
2件のビデオ
How to Develop Facebook-type Advertising Pt 27 分
1件の学習用教材
Free Social Marketing Toolkit10 分
1の練習問題
Quiz 210 分
週
35時間で修了
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.
14件のビデオ （合計110分）, 3 readings, 2 quizzes
14件のビデオ
What is Gamification?9 分
Keep Them Coming Back7 分
Applications for Social IMC Strategy4 分
Social IMC Example: Ridgid Plumber Forum8 分
Social IMC Example: Carling Black Label9 分
Social IMC Example: North Face7 分
Social IMC Example: American Express9 分
Engaging Your High-Value Markets17 分
Rolling Out Your Blog6 分
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5 分
Step 2 - Creating your Tracking URLs6 分
Step 3 - Executing Your Plan5 分
Step 4 - Analyzing your Results3 分
3件の学習用教材
Assignment Overview10 分
Download the A/B Testing Assignment Spreadsheet10 分
Free E-books on A/B Testing10 分
1の練習問題
Quiz 318 分
週
41時間で修了
Measuring Your Social Programs
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
4件のビデオ （合計28分）, 2 readings, 1 quiz
4件のビデオ
Measuring Social IMC Programs9 分
Key Performance Indicators3 分
Testing Your Strategies8 分
2件の学習用教材
Download the Lecture Video Slides10 分
What Comes Next?10 分
1の練習問題
Quiz 416 分
4.7
92件のレビュー40%
コース終了後に新しいキャリアをスタートした
40%
コースが具体的なキャリアアップにつながった
人気のレビュー
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!
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
講師
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Incノースウェスタン大学（Northwestern University）について
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.
ソーシャルメディアマーケティングの専門講座について
In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions.
Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit.
Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.
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