Category Archives: advertising

How to teach social media marketing strategy planning

 

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These slides focus on the social media marketing strategy planning process with an emphasis on content marketing. Did you know that there is a process to optimize the content you publish?  You want to understand your customers, examine your competitors, develop thoughtful strong content and leverage that content across your channels.  Great content can establish your expertise, engage your clients and operate as a data collection tool.  People will give you email addresses to get your content.  Once you have their email addresses you can access Facebook Look Alike audiences and really find the people with whom you want to interact.

Generally speaking a good content marketing strategy and plan can boost your sales leads and improve the bottom line.  Embedded in this presentation are videos with case studies and the results of a recent Content Marketing Institute study of B2B and B2C content strategies.

Click on the link here for the SLIDES from Slideshare.

These slides accompany Social Media & Mobile Marketing Strategy by Randi Priluck from Oxford University Press.  These are a social media teaching resource for faculty looking to add digital media to the classroom.

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How to Teach Digital Prerequisites for Social Media Marketing Strategies

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This set of slides helps professors teach an important aspect of social media marketing. Specifically, the important prerequisites that must be satisfied prior to planning for social media marketing.  This social media marketing teaching resource covers digital marketing, search engine marketing, search engine optimization, email marketing, website design and mobile first design.  Marketers must have a strong product offering, a plan for customer service and crisis management along with a website that drive the desired response.  The slides contain videos and case studies related to digital marketing and media.

Digital Prerequisites for Social Media Marketing Slides

These slides accompany Social Media and Mobile Marketing Strategy from Oxford University press.

 

How to Teach Social Media Marketing: Keyword Research Tools Exercise

 

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Showing students the available tools to teach them how to use data to make decisions about marketing strategy is a key to effective teaching in social media.  Since digital media are an essential part of a social media marketing strategy, students must understand search engine marketing and search engine optimization techniques. This social media marketing exercise introduces students to two tools: Spyfu and SEMRush.  Both take data from Googel Keyword Planner and display the information in a more user friendly manner.  It is also easier to log-into these sites.  The limitation is that they do not provide as much data per search.

This exercise goes well with either chapter three or seven in Social Media & Mobile Marketing Strategy from Oxford University Press.

Social Media Marketing Keyword Exercise

Your Task

Develop keyword strategies and then build keywords lists for the following business:

You are the marketing director for the Lower East Side Tenement Museum. The museum would like to attract visitors to New York City.  The target market is tourists who are looking for historical and interesting activities in the city.  Your job is to identify the optimal key words that tourists type into Google’s search engine so that you can determine the content you should include in your website and the terms you would use for paid search advertising.

Your Client

The Lower East Side Tenement Museum, located at 97 and 103 Orchard Street in the Lower East Side neighborhood of Manhattan, New York City, is a National Historic Site. The five-story brick tenement building at 97 Orchard was home to an estimated 7,000 people, from over 20 nations, between 1863 and 1935. The museum, which includes a visitors’ center down the block, promotes tolerance and historical perspective on the immigrant experience.

 

Steps to Take

  1. Brainstorm a set of key words that you think people might type into Google for this search.
  2. Begin typing these words into the search engine and identify 3 long-tail key words using the Google search box. The options will appear as you search.
  3. Use Spyfu and the URL tenement.org.
  4. Click on Keyword Groups to identify many key words and the value of each.
  5. Consider the cost, the search volume, the keyword difficulty and the logic of the word/phrase itself.
  6. Determine the best key word to emphasize in your strategy given that the museum wants to maximize reach at the lowest possible cost. Explain your result.
  7. How does the options given by Spyfu compare to the words you brainstormed? Explain.
  8. Type the best keyword from #2 that you determined into SEMrush. How does your keyword compare to those recommended by Spyfu?
  9. Which tool is better? Spyfu or SEMRush?

 

How to Teach Social Media Marketing Slides

This week I uploaded a set of slides that cover research for social media marketing strategies.  The topic focuses on social media listening, the challenges in measuring sentiment online and the tools that marketers can use to evaluate their online communications.

There are case studies embedded in the slides and videos featuring NASCAR’s social media listening center and examining Nutella’s online visual strategy with Talkwalker.  The presentation also includes two exercises that professors can use in class with students or assign at home or in an online course.

These slides are social media marketing teaching resources to accompany Social Media & Mobile Marketing Strategy from Oxford University Press.  The text can be used in a stand-alone social media course or as part of a broader advertising class that includes digital media.

Slide Share Presentation

 

Social Media Teaching Resources

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I have been working on Powerpoint slides for my course Social Media & Mobile Marketing Strategy.  Here is a link to a free Slideshare presentation that may help you with your first class teaching social media marketing.  The emphasis is on 2017 trends and how social media have changed the world.

Social Media Marketing Slides

These slides go with the textbook Social Media & Mobile Marketing Strategy by Randi Priluck from Oxford University Press.

 

 

Social Media Teaching Resources

  
Teaching social media marketing can be challenging. There is so much material to organize. You may need a framework for presenting the relevant  information that blends the theories of marketing with the practical skills students need for successful careers. 

Here is some help. First, I wrote Social Media & Mobile Marketing Strategy to emphasize goal setting, research, targeting and the social media marketing process to students. Along with the text is a teaching manual that provides social media teaching resources including exercises, cases and Powerpoint slides. 

Another key social media teaching resource is a Youtube channel with interesting and relevant videos for each social media and mobile marketing topic.

Click on the resources link below for the videos. They are organized by chapter. You will also find videos for teaching Intro to Marketing (Mar 250) and Consumer Behavior. 

Social media teaching resources  

For a free review copy of Social Media & Mobile Marketing Strategy, go to Review copy.

The digital version is $39 for students from Red Shelf. 

Bloglette: Twelve Hours a Day with Media

mobile game

A new report from eMarketer finds that people are spending lots of times with screens – about half their day.  The study examined media time including multitasking – as when people watch tv and tweet on their phones or shop on their tablets.  In any case, the amount of time spent is higher than ever and advertisers have recognized this increase by channeling dollars to digital media.

Mobile media continue to see increases in usage.  eMarketer found that nonvoice time spent per day by smartphone users will rise from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.

Here is a link to the full article: eMarketer Media Study

Bloglette: Snapchat Users

Surprise, half of all teens use Snapchat “all the time.” This is interesting given new reports that show that Instagram Stories are even more popular.   There are clear economies of scale with Facebook products because so many people are already there.  It seems natural to use those to reach lots of friends and relatives.  Teens have no problem moving between sites and tend to use more different social networks than adults.

This New York Magazine report discusses the competition between Instagram and Snapchat:

Teens Say….Snapchat more Popular

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Social Media Marketing is Digital

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I read an article in the Times titled “A Google Gold Mine Below the Search Bar” that got me thinking about how I teach social media marketing to my graduate students.  The article discusses the importance and success of product listing ads on the Google search page that come up when people type certain words into the search engine.

A product listing ad is one that has pictures of products and information, often including pricing.  The pictures attract attention from viewers and the prices provide key information directly related to the purchase.  It seems that retailers really like these ads.

So, why bring this up in teaching social media marketing?  The paid search ads are now much more prominent than the organic search results on the page.  In mobile, paid results may be the only thing that a viewer sees in a search because of the small screen size.  Search can be super effective for a strategy because it leads directly to sales and it is very track-able.  Marketers need to evaluate the value of search marketing in the mix and its effect on sales relative to the social media marketing effort.  The analysis would include sales results and cost for a clear ROI for each.

Regardless of which is more effective students of social media marketing must learn general digital marketing in order to make effective decisions for brand communications.

Here is a link to the NYTimes article.

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Cobranding in Chile

  
Cobranding is a partnership between two brands that intends to increase the value of each as a result of the association. Both large and small brands have partnered to gain advantages relative to competitors. 

Cobranding can be complicated as when Jeep designs interiors with Burberry patterns. But, the connections can be really simple as in this example of a relationship between a brand of juice and Cartoon Network characters. The stickers make the product appealing to kids without altering the product or packaging. An easy solution for a small brand.