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Transforming Social Media Training to Real
Work Outcomes
The Pedagogy of Social Media
Kristin Mattera
February 23, 2012
Today’s roadmap
BackgroundCourse goals and objectivesDemonstrating knowledgeResources for enhanced learningFuture directions
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How did we get here?
About me
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About me
@krismatt
ActiveFacebook – 2004Twitter – 2008LinkedIn – 2008Guest blogger
Also dabbled in podcasting and video
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Building a course
My Fall 2011 class
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Student profile
UndergraduatesJuniors and seniorsSometimes honors studentsCourse offered in the business school> Not all are marketing focused
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Classroom observations of students
Predominately view social media from a user perspectivePreconceived notions/prejudices of social mediaAcceptance of technology without questioning “why” or “how”> Typically do not understand the backend of technology
May not have a solid foundation in all aspects of marketing> Media planning, marketing research and analysis, consumer
behavior
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Classroom observations of students
Think in silos and may not always connecting the dotsVery device dependantJust lecturing won’t work> Hands-on/learn by doing model is essential
Need to be pushed in terms of content creation> Level of writing may require editing and feedback sessions
Need to be helped toward professionalism
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Potential Topics
Defining SM
Impact of SM
History of SM
Foundations of SM
Inbound marketing
Blogs
YouTube & streaming content
Professional/Career networking> BeKnown on Facebook, LinkedIn &
others
Mobile/Location-Based Services (LBS)
Power of SM
User-Generated Content (UGC)
Data Mining
Challenges of SM> ROI> Ethics> Privacy> Company culture
Media News
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Course goals
Understand the importance of social media with regard to marketing and society.
> Social media is more than marketing.
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Course goals
Know how to intelligently converse about and use social media in a variety of settings.
> Communication has shifted significantly and new tools now exist.
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Course goals
Know how to stay current with social media trends.
> Staying on top of an ever-changing landscape is challenging.
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Course goals
Know the components involved in all aspects of an integrated social media campaign.
> For true comprehension, it is necessary to dissect and analyze.
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Course goals
Understand the importance of clearly and consistently communicating within a given context.
> Context is crucial.
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Getting involved & going beyond the
classroom
In-class activities
Peer reviewOngoing discussionFacebook advertising practiceFacebook v. Twitter game
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Assignments
Media news> Keep up-to-date, connect social media to the greater world
Media journal> Increase awareness of media consumption, and envision a
marketer’s targeting process
Blog project> Practice developing a content strategy> Writing sample for interviews
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Assignments
Case study analysis> Ability to pick apart a campaign and offer constructive feedback
for optimization
Professional network profile> Prepare students for graduation by getting them started on
professional networks like BeKnown on Facebook and LinkedIn, among others
Final project and presentation> Pulling it all together and making it work> Trying their hand at solving real-world problems
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Sample Final Project
Client
Marketing Objective Social Media Objective Social Media Strategy
1) Define DTW as a green, sustainable company
BLOGS/EVENTSBe mentioned and/or rated by 12 influential, sustainable individuals in 1 year
-Use Klout to find people of highest influence-Send a free bottle to 24 popular sustainability bloggers-Attend “The Green Wine Summit” trade show in Nappa
2) Increase customers’ engagement with DTW brand
YOUTUBE & FOURSQUARE-Reach 10,000 YouTube subscribers in 6 months-Have 50+ customers bring a friend to sample the 3 types of wine
-Run a video posting contest-Improve video tag terms (YouTube SEO)-Host a FourSquare swarm on a beach and have a wine tasting
3) Create awareness of DTW among Dave Matthews Band fans
FACEBOOK & PANDORA-Increse Facebook fan page “Likes” by 128,000 in one year
-Run week-long internal Facebook ads-Run Pandora ad during the DMB channel that sends them to the Facebook fan page
Tactical Plan Recommendations
Scheduling
Klout> Two bottles per month for 12
months starting in January 2012
Facebook> Summer Months (May-
September 2012)> Coincide with DMB summer
tour schedule
Pandora > Fall and winter (October-
December 2012)> Afternoons - early evenings
Video Contest > February 2012
FourSquare swarm> July 2012> Green Wine Summit> November 2012
Target Geography
New England, plus New YorkWest Coast> California, Nevada, Idaho, Oregon, Washington
Tour States> Connecticut, Ohio, Indiana, Michigan, Wisconsin, Virginia, North
Carolina, Florida, Kansas, Washington, Texas, Nebraska, Minnesota
Resources
Recent marketing examples
Dodge Journey, Old Spice, Sweethearts and NAVY for Moms 27
Resources
BooksCase studiesOnline articlesGuest lecturersCurrent campaignsOnline video (YouTube, TED talks)
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Books
Brandwashed – Martin LindströmGroundswell – Charlene Li and Josh Bernoff > Marketing in the Groundswell – a pocket guide
Socialnomics – Erik QualmanThe New Influencers – Paul Gillin
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Harvard Business Review case studies
Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. – R1012CHubSpot: Inbound Marketing and Web 2.0. – 509049The New Conversation: Taking Social Media from Talk to Action. – 10815Obama versus Clinton: The YouTube Primary. – 509032
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Harvard Business Review case studies
Hulu: An Evil Plot to Destroy the World? – 510005United Breaks Guitars. – 510057Attaining Social Maturity: The Challenges Your Company Will Face on the Path to Empowerment Through Social Technology - 8358B
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Guest Lecturers
Janet Aronica – onefourty, Hubspot, and ShareaholicEric Leist – Allen & Gerritsen, podcasterKen Cosgrove – Professor of Government at Suffolk DJ Capobianco – Hill Holliday, Crimson HexagonJessica Krywosa – Director of Web Communications at Suffolk
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Future directions
Where do we go from here?
Social media foundationsContent creation – training the prosumersSocial media within society (humanities and interdisciplinary focused)Social media and online analyticsIntegration of social media into pre-existing courses
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Key takeaways
Key takeaways
Demonstrate how things work, especially the technologyAlways explain the “why” factorGive context whenever possibleAllow practice and experimentation of concepts Identify how this is applicable beyond the classroom> Try to make it relevant to their daily lives
Provide constructive criticism and feedback for future successIntegrating social media into other pre-existing coursesGet them involved and invested in the topics> Connect to their passions
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Thank you!
