1. Yakov Bart (Northeastern University) Stukent Camp at Summer AMA August 14, 2015 Teaching the Principles and Strategies of Social Media Marketing

4. Company Consumers Typical traditional marketing perspective Social media marketing perspective

5.  WHAT is your goal?  WHAT TYPE(S) of social interactions do you want?  WHERE, WHEN, and HOW do they happen?  WHO is involved in them?

6.  Social media platforms (Facebook, Twitter, Pinterest, etc) provide companies with new channels for engaging customers  Opportunities?  But think beyond these platforms…  What’s happening on these platforms?  Social interactions between HUMANS  Opportunities lie in these social interactions  Don’t forget about risks!

7. Theory + Foundation Principles Applied strategies Platform-specific examples Implementation challenges

11.  Theory and principles stay, but platforms change  How to stay current?  Converting challenges from students into opportunities

12. WeekClassTopics Textbook Chapters Recommended Assignments Recommended Case Studies 1ACourse Introduction-Activate Stukent Account- 1BSocial Media RevolutionChapter 1-- 2AConnected CustomersChapter 2-- 2BSocial InteractionsChapter 2Network mapping exercise- 3ASocial Media AuditChapter 3Social media audit of a brand- 3BMetrics - OverviewChapter 4-- 4AMetrics - ApplicationChapter 4-- 4B Strategic Uses - OverviewChapter 5-- 5A Strategic Uses - Risk Case StudyChapter 5-AEO Skinny Skinny Jeans 5B Strategic Uses - ApplicationChapter 5Social media strategy plan- 6A Managing and Planning Social Media - General PrinciplesChapter 6-- 6B Managing and Planning Social Media - ApplicationChapter 6-E2 Kickstarter Campaign 7A Guest speaker - social media manager, day to day issues--- 7B Midterm exam 1, covering chapters 1 to 5--- 8A Conent marketing - General PrinciplesChapter 7-- 8B Content marketing - ApplicationsChapter 7 Content marketing evaluation for a brand - 9A Social media advertising - General PrinciplesChapter 8 -- 9B Social media advertising - Specifics for FacebookChapter 8Facebook ad targeting tool exercise- 10A Guest speaker - social media agency, talking about content marketing and advertising -- 10B Influencer marketing - seeding and viral WOMChapter 9-- 11A Influencer marketing - viral math and applicationsChapter 9 Social promotion exercise - 11B Midterm exam 2, covering chapters 6 to 9--- 12A Marketing research using social media - listeningChapter 10-- 12B Marketing research using social media - crowdsourcingChapter 10-DEWmocracy 13A New product development - social features and externalitiesChapter 11-- 13B New product launches using social mediaChapter 11-Beyonce 14A Managing customersChapter 12-DeltaAssist 14B Final exam, covering chapters 10 to 12---