Social Media Marketing - CM2274
Week 1 2
Tutorial week 1 2
Google ads search certification (incomplete) 3
Week 2 - No class 4
Week 3 - No class 4
Week 4 5
Chapter 5: Tactical planning and execution 5
Woke-washing: How fast fashion brands use social issues for sales 14
When fashion brands become activists 15
Brand activism 16
Week 5 17
Why asking questions is not as simple as it seems 17
What types of questions can we ask? 18
Interview Questions 19
Consent Form 23
Week 6 25
Social Identity Theory 25
Social Identity Theory and Textual Analysis 26
Using Atlas.ti for Identifying Textual Patterns 26
Week 7 28
Ben & Jerry’s calls to ‘impeach’ Trump as brands like Coca-Cola and Chevron break their silence
on the Capitol insurrection 28
The ‘Ratatouille’ musical shows the power of the Broadway community 28
Authentic and Fake Consumers 29
Week 8 29
Tutorial notes week 8 29
1
,Week 1
Tutorial week 1. [NAME]
(Marco Scalvini - 12/11/2020)
Tutorial week 1
➢ The best strategies & most popular sm change over time
➢ Symiotic systems
➢ Marketing is creating a story & interacting with the audience of the brand. It
reflects/amplifies changes in society
➢ Greta effect: someone becomes an advocate for a certain goal
➢ Brand activism: brands take on a political side/values; social causes
Andrea Ochoa - Unilever
➢ Heroe images: let customers see what the product is about fast
➢ You should be able to read & understand data
2
, Google’s Digital Workplace - Google ads search certification
(13/11/2020)
Google ads search certification (incomplete)
Use this website in case you struggle with the google ads certificates. If you read through all the
questions you will be well-prepared.
Google Adwords, SEMrush, HubSpot Certification Exam Answers (gcertificationcourse.com)
To build & optimize Google Search campaigns
- Use Smart Bidding and Audience Solutions
Grow Your Business with Google Ads
- Reach audiences, get more customers & achieve business goals
1. Get to know google ads
a. Advertising products through smart tech. → reach customers & better adv results
b. It can help with business objectives
i. Drive sales
ii. Get leads: motivate people to take action → boost conversions
iii. Increase website visits: from the right people
iv. Influence consideration: motivate people → explore offerings
v. Build awareness: max. exposure
vi. Promote your app: more installs & interactions
c. Get the benefits of google ads
i. Relevance: Customizable options & ad appears for people → Reach most
relevant customers at the right time with the right message
ii. Control: Auction determines which ad to show → Control budget, ad and the
time
iii. Results: Pay for results (clicks/calls), measurement tools to see
performance and smart tech. to create, manage and optimize campaigns
2. Support your business goals with google ads
a. Choose where and when customers see your campaign, connect
b. Campaign based on objectives → types → where ad appears and the format
c. Diff types:
i. Search: next to search results & google partner sites → people notice brand,
consider products & action. Drive action on your site when users are
searching for similar products or services.
ii. Display: match ad with content related to business or audience interests →
reaches 90% of people (headlines, descriptions, images) → increase
3
Week 1 2
Tutorial week 1 2
Google ads search certification (incomplete) 3
Week 2 - No class 4
Week 3 - No class 4
Week 4 5
Chapter 5: Tactical planning and execution 5
Woke-washing: How fast fashion brands use social issues for sales 14
When fashion brands become activists 15
Brand activism 16
Week 5 17
Why asking questions is not as simple as it seems 17
What types of questions can we ask? 18
Interview Questions 19
Consent Form 23
Week 6 25
Social Identity Theory 25
Social Identity Theory and Textual Analysis 26
Using Atlas.ti for Identifying Textual Patterns 26
Week 7 28
Ben & Jerry’s calls to ‘impeach’ Trump as brands like Coca-Cola and Chevron break their silence
on the Capitol insurrection 28
The ‘Ratatouille’ musical shows the power of the Broadway community 28
Authentic and Fake Consumers 29
Week 8 29
Tutorial notes week 8 29
1
,Week 1
Tutorial week 1. [NAME]
(Marco Scalvini - 12/11/2020)
Tutorial week 1
➢ The best strategies & most popular sm change over time
➢ Symiotic systems
➢ Marketing is creating a story & interacting with the audience of the brand. It
reflects/amplifies changes in society
➢ Greta effect: someone becomes an advocate for a certain goal
➢ Brand activism: brands take on a political side/values; social causes
Andrea Ochoa - Unilever
➢ Heroe images: let customers see what the product is about fast
➢ You should be able to read & understand data
2
, Google’s Digital Workplace - Google ads search certification
(13/11/2020)
Google ads search certification (incomplete)
Use this website in case you struggle with the google ads certificates. If you read through all the
questions you will be well-prepared.
Google Adwords, SEMrush, HubSpot Certification Exam Answers (gcertificationcourse.com)
To build & optimize Google Search campaigns
- Use Smart Bidding and Audience Solutions
Grow Your Business with Google Ads
- Reach audiences, get more customers & achieve business goals
1. Get to know google ads
a. Advertising products through smart tech. → reach customers & better adv results
b. It can help with business objectives
i. Drive sales
ii. Get leads: motivate people to take action → boost conversions
iii. Increase website visits: from the right people
iv. Influence consideration: motivate people → explore offerings
v. Build awareness: max. exposure
vi. Promote your app: more installs & interactions
c. Get the benefits of google ads
i. Relevance: Customizable options & ad appears for people → Reach most
relevant customers at the right time with the right message
ii. Control: Auction determines which ad to show → Control budget, ad and the
time
iii. Results: Pay for results (clicks/calls), measurement tools to see
performance and smart tech. to create, manage and optimize campaigns
2. Support your business goals with google ads
a. Choose where and when customers see your campaign, connect
b. Campaign based on objectives → types → where ad appears and the format
c. Diff types:
i. Search: next to search results & google partner sites → people notice brand,
consider products & action. Drive action on your site when users are
searching for similar products or services.
ii. Display: match ad with content related to business or audience interests →
reaches 90% of people (headlines, descriptions, images) → increase
3
