Summary Online and Social Media Strategies
14 February – Class 1............................................................................................................................... 5
SEO, SEA, SEM, SMM …? ..................................................................................................................... 5
Why focus on social media marketing ............................................................................................ 5
Foundations of social media marketing .............................................................................................. 5
What are social media? ................................................................................................................... 5
The Social Media Value Chain ......................................................................................................... 6
The zones of social media ............................................................................................................... 8
21 February – Class 2............................................................................................................................. 11
Business model canvas ...................................................................................................................... 11
Monetization and social media ......................................................................................................... 11
Business models and monetization ............................................................................................... 12
Social media marketing ..................................................................................................................... 12
Marketing communication: from top-down to bottom-up........................................................... 12
Social media achieves marketing objectives ................................................................................. 13
Careers in social media...................................................................................................................... 16
28 February – Class 3 (Self-study) ......................................................................................................... 18
Lecture Ionel Naftanaila .................................................................................................................... 18
Business models ............................................................................................................................ 18
How does digital work? ................................................................................................................. 19
Advertising supply chain................................................................................................................ 20
Pricing models ............................................................................................................................... 20
Article: Google to ‘phase out’ third-party cookies in Chrome, but not for two years ...................... 21
Article: What’s the difference between first-party and third-party cookies? .................................. 21
What types of cookies are there? ................................................................................................. 21
Party services that leave cookies .................................................................................................. 22
How do browsers treat first party and third-party cookies?......................................................... 23
First-party cookies used in a third-party context .......................................................................... 23
How to disable third-party cookies? ............................................................................................. 24
The future of first-party and third-party cookies .......................................................................... 24
Video: How cookies can track you..................................................................................................... 24
Video: Website cookies explained .................................................................................................... 24
Video: How an ad is served with real-time bidding (RTB) ................................................................. 25
7 March – Class 4 (Guest Lecture Ibe Delvaux) ..................................................................................... 25
What is sustainability?....................................................................................................................... 25
, What is marketing? ........................................................................................................................... 25
What is sustainability marketing? ..................................................................................................... 26
Sustainability marketing communication.......................................................................................... 26
Sustainability branding .................................................................................................................. 26
Selling sustainability (messages) ................................................................................................... 27
Media............................................................................................................................................. 28
Group assignment: defining opportunities and threats .................................................................... 29
14 March – Class 5................................................................................................................................. 29
Segmentation and targeting for social media marketing.................................................................. 29
Profiling the targeted segments .................................................................................................... 29
Pulling it all together: buyer persona ............................................................................................ 31
Social identity .................................................................................................................................... 31
Social touchpoints: the DNA of social identity .............................................................................. 32
Social footprints............................................................................................................................. 32
Your social brand ........................................................................................................................... 32
Motives and attitudes influencing social media activities ................................................................ 33
Uses and Gratifications Theory ..................................................................................................... 34
Privacy salience: how much do they know and how much do you care? ......................................... 34
Social sharing boundaries .............................................................................................................. 34
Social media segmentation models................................................................................................... 35
Social technographics .................................................................................................................... 35
The social consumption/creation matrix ...................................................................................... 36
A typology of social utility ............................................................................................................. 36
Pew’s internet technology types ................................................................................................... 36
Microblog user types ..................................................................................................................... 36
21 March – Class 6................................................................................................................................. 37
Strategic planning and social media marketing ................................................................................ 37
The phases of social media marketing maturity ........................................................................... 37
Social media campaigns: the strategic planning process .................................................................. 38
Step 1: Situation analysis ............................................................................................................... 38
Step 2: Identify social media marketing objectives and allocate resources ................................. 39
Step 3: Profile the target audience of social consumers ............................................................... 40
28 March – Class 7................................................................................................................................. 40
Social media campaigns: the strategic planning process .................................................................. 40
Step 4: Select social media mix, the zones, channels, and vehicles .............................................. 40
Step 5: Design an experience strategy .......................................................................................... 40
, Step 6: Integrate with other promotional components and establish activation plan ................. 42
Step 7: Execute and measure outcomes ....................................................................................... 42
Managing social media marketing in the organization ..................................................................... 43
The social media policy.................................................................................................................. 43
Tactical planning for social media marketing .................................................................................... 44
Why: value-driven social media marketing ................................................................................... 44
Who: understanding and honouring the target audience ............................................................ 45
Where: the channel plan ............................................................................................................... 45
What: designing the experience.................................................................................................... 47
How: producing and scheduling content posting and promotion ................................................ 50
25 April – Class 8.................................................................................................................................... 52
Community structure ........................................................................................................................ 52
Networks: the underlying structure of communities .................................................................... 52
Social networks.............................................................................................................................. 52
Flow: how ideas travel online............................................................................................................ 53
The characteristics of online communities ....................................................................................... 53
Presence ........................................................................................................................................ 53
Purposive value and social objects ................................................................................................ 53
Standards of behaviour ................................................................................................................. 54
Groups and subcultures ................................................................................................................ 54
Participation .................................................................................................................................. 55
Social capital .................................................................................................................................. 55
The rise of influencers ....................................................................................................................... 56
Influencer monetisation ................................................................................................................ 58
Guidance for influencer advertising .............................................................................................. 58
2 May – Class 9 ...................................................................................................................................... 58
Flow: how ideas travel online............................................................................................................ 58
Word of mouth (WoM) ................................................................................................................. 58
The viral spread of social content ................................................................................................. 59
The four zones of social media: social community ........................................................................... 60
The social community zone ........................................................................................................... 60
Social network activities ................................................................................................................ 61
Marketing applications in the social community zone.................................................................. 61
9 May – Class 10 .................................................................................................................................... 67
The four zones of social media: social publishing ............................................................................. 67
The social publishing zone ............................................................................................................. 67
, Publishing content ......................................................................................................................... 67
Developing effective branded content.......................................................................................... 70
Distributing and promoting content ............................................................................................. 71
The four zones of social media: social entertainment ...................................................................... 74
The social entertainment zone ...................................................................................................... 74
social entertainment and marketing objectives............................................................................ 75
16 May – Class 11 (Self-study)............................................................................................................... 76
Social media analytics ....................................................................................................................... 76
The role of social media in research.............................................................................................. 76
Social media listening: the research process ................................................................................ 77
Research errors and biases............................................................................................................ 79
Is it ethical to mine social conversations? ..................................................................................... 80
Social intelligence .......................................................................................................................... 80
Social media metrics.......................................................................................................................... 81
What matters is measured ............................................................................................................ 81
The DATA approach ....................................................................................................................... 82
Simple ways to start measuring .................................................................................................... 86
16 May – Class 12 (Guest Lecture Kathy Stoffen) ................................................................................. 86
Nordic marketing team ..................................................................................................................... 86
Marketing spend budget ................................................................................................................... 87
Social media strategy of Nordic......................................................................................................... 87
To whom we talk ........................................................................................................................... 87
How we talk on social media: organic ........................................................................................... 88
How we talk on social media: paid ................................................................................................ 89
Content marketing channels ......................................................................................................... 89
Social media monitoring tools ........................................................................................................... 90
Crisis communication ........................................................................................................................ 90
23 May – Class 13 .................................................................................................................................. 91
The four zones of social media: social commerce............................................................................. 91
The zone of social commerce ........................................................................................................ 91
Social commerce and the shopping process ................................................................................. 91
Best practices to leverage social reviews and ratings ................................................................... 94
Questions............................................................................................................................................... 95
14 February – Class 1............................................................................................................................... 5
SEO, SEA, SEM, SMM …? ..................................................................................................................... 5
Why focus on social media marketing ............................................................................................ 5
Foundations of social media marketing .............................................................................................. 5
What are social media? ................................................................................................................... 5
The Social Media Value Chain ......................................................................................................... 6
The zones of social media ............................................................................................................... 8
21 February – Class 2............................................................................................................................. 11
Business model canvas ...................................................................................................................... 11
Monetization and social media ......................................................................................................... 11
Business models and monetization ............................................................................................... 12
Social media marketing ..................................................................................................................... 12
Marketing communication: from top-down to bottom-up........................................................... 12
Social media achieves marketing objectives ................................................................................. 13
Careers in social media...................................................................................................................... 16
28 February – Class 3 (Self-study) ......................................................................................................... 18
Lecture Ionel Naftanaila .................................................................................................................... 18
Business models ............................................................................................................................ 18
How does digital work? ................................................................................................................. 19
Advertising supply chain................................................................................................................ 20
Pricing models ............................................................................................................................... 20
Article: Google to ‘phase out’ third-party cookies in Chrome, but not for two years ...................... 21
Article: What’s the difference between first-party and third-party cookies? .................................. 21
What types of cookies are there? ................................................................................................. 21
Party services that leave cookies .................................................................................................. 22
How do browsers treat first party and third-party cookies?......................................................... 23
First-party cookies used in a third-party context .......................................................................... 23
How to disable third-party cookies? ............................................................................................. 24
The future of first-party and third-party cookies .......................................................................... 24
Video: How cookies can track you..................................................................................................... 24
Video: Website cookies explained .................................................................................................... 24
Video: How an ad is served with real-time bidding (RTB) ................................................................. 25
7 March – Class 4 (Guest Lecture Ibe Delvaux) ..................................................................................... 25
What is sustainability?....................................................................................................................... 25
, What is marketing? ........................................................................................................................... 25
What is sustainability marketing? ..................................................................................................... 26
Sustainability marketing communication.......................................................................................... 26
Sustainability branding .................................................................................................................. 26
Selling sustainability (messages) ................................................................................................... 27
Media............................................................................................................................................. 28
Group assignment: defining opportunities and threats .................................................................... 29
14 March – Class 5................................................................................................................................. 29
Segmentation and targeting for social media marketing.................................................................. 29
Profiling the targeted segments .................................................................................................... 29
Pulling it all together: buyer persona ............................................................................................ 31
Social identity .................................................................................................................................... 31
Social touchpoints: the DNA of social identity .............................................................................. 32
Social footprints............................................................................................................................. 32
Your social brand ........................................................................................................................... 32
Motives and attitudes influencing social media activities ................................................................ 33
Uses and Gratifications Theory ..................................................................................................... 34
Privacy salience: how much do they know and how much do you care? ......................................... 34
Social sharing boundaries .............................................................................................................. 34
Social media segmentation models................................................................................................... 35
Social technographics .................................................................................................................... 35
The social consumption/creation matrix ...................................................................................... 36
A typology of social utility ............................................................................................................. 36
Pew’s internet technology types ................................................................................................... 36
Microblog user types ..................................................................................................................... 36
21 March – Class 6................................................................................................................................. 37
Strategic planning and social media marketing ................................................................................ 37
The phases of social media marketing maturity ........................................................................... 37
Social media campaigns: the strategic planning process .................................................................. 38
Step 1: Situation analysis ............................................................................................................... 38
Step 2: Identify social media marketing objectives and allocate resources ................................. 39
Step 3: Profile the target audience of social consumers ............................................................... 40
28 March – Class 7................................................................................................................................. 40
Social media campaigns: the strategic planning process .................................................................. 40
Step 4: Select social media mix, the zones, channels, and vehicles .............................................. 40
Step 5: Design an experience strategy .......................................................................................... 40
, Step 6: Integrate with other promotional components and establish activation plan ................. 42
Step 7: Execute and measure outcomes ....................................................................................... 42
Managing social media marketing in the organization ..................................................................... 43
The social media policy.................................................................................................................. 43
Tactical planning for social media marketing .................................................................................... 44
Why: value-driven social media marketing ................................................................................... 44
Who: understanding and honouring the target audience ............................................................ 45
Where: the channel plan ............................................................................................................... 45
What: designing the experience.................................................................................................... 47
How: producing and scheduling content posting and promotion ................................................ 50
25 April – Class 8.................................................................................................................................... 52
Community structure ........................................................................................................................ 52
Networks: the underlying structure of communities .................................................................... 52
Social networks.............................................................................................................................. 52
Flow: how ideas travel online............................................................................................................ 53
The characteristics of online communities ....................................................................................... 53
Presence ........................................................................................................................................ 53
Purposive value and social objects ................................................................................................ 53
Standards of behaviour ................................................................................................................. 54
Groups and subcultures ................................................................................................................ 54
Participation .................................................................................................................................. 55
Social capital .................................................................................................................................. 55
The rise of influencers ....................................................................................................................... 56
Influencer monetisation ................................................................................................................ 58
Guidance for influencer advertising .............................................................................................. 58
2 May – Class 9 ...................................................................................................................................... 58
Flow: how ideas travel online............................................................................................................ 58
Word of mouth (WoM) ................................................................................................................. 58
The viral spread of social content ................................................................................................. 59
The four zones of social media: social community ........................................................................... 60
The social community zone ........................................................................................................... 60
Social network activities ................................................................................................................ 61
Marketing applications in the social community zone.................................................................. 61
9 May – Class 10 .................................................................................................................................... 67
The four zones of social media: social publishing ............................................................................. 67
The social publishing zone ............................................................................................................. 67
, Publishing content ......................................................................................................................... 67
Developing effective branded content.......................................................................................... 70
Distributing and promoting content ............................................................................................. 71
The four zones of social media: social entertainment ...................................................................... 74
The social entertainment zone ...................................................................................................... 74
social entertainment and marketing objectives............................................................................ 75
16 May – Class 11 (Self-study)............................................................................................................... 76
Social media analytics ....................................................................................................................... 76
The role of social media in research.............................................................................................. 76
Social media listening: the research process ................................................................................ 77
Research errors and biases............................................................................................................ 79
Is it ethical to mine social conversations? ..................................................................................... 80
Social intelligence .......................................................................................................................... 80
Social media metrics.......................................................................................................................... 81
What matters is measured ............................................................................................................ 81
The DATA approach ....................................................................................................................... 82
Simple ways to start measuring .................................................................................................... 86
16 May – Class 12 (Guest Lecture Kathy Stoffen) ................................................................................. 86
Nordic marketing team ..................................................................................................................... 86
Marketing spend budget ................................................................................................................... 87
Social media strategy of Nordic......................................................................................................... 87
To whom we talk ........................................................................................................................... 87
How we talk on social media: organic ........................................................................................... 88
How we talk on social media: paid ................................................................................................ 89
Content marketing channels ......................................................................................................... 89
Social media monitoring tools ........................................................................................................... 90
Crisis communication ........................................................................................................................ 90
23 May – Class 13 .................................................................................................................................. 91
The four zones of social media: social commerce............................................................................. 91
The zone of social commerce ........................................................................................................ 91
Social commerce and the shopping process ................................................................................. 91
Best practices to leverage social reviews and ratings ................................................................... 94
Questions............................................................................................................................................... 95
