JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose

winter semester 2013/2014

SOCIAL MEDIA:MARKETING COMMUNICATIONS STRATEGY

bachelor‘s course | ISS FSV UK | JSB452

course review

2013/2014

Intended Learning Outcomes

apply different theoretical and methodological approaches to social

media & understand social media in its interdisciplinary nature

sociology / psychology / social psychology / media studies / political

science / economics / marketing / advertising / information and

communications technology / ...

integrate social media into organization’s marketing mix & choose

proper communication channels

analyze and update organization’s social media communication strategy

create social media content & engage organization’s target audience

critically evaluate current social media marketing campaigns in order to learn

from them

describe current social media trends & be able to follow up the course with

further self-education

Teaching Method

thrown in at the deep end & taught to swim

background, how-to, support & inspiration

during lectures & seminars (/tutorials)

and/or online forself-directed students

Topics Covered

course outline

Course Overview(3 hours a week)

• Introduction to Social Media & the Role of Social Media in Contemporary SocietyLecture #1 (09.02.2013):

• Marketing Communications Strategy & Branding and the Role of Social Media within the Larger Field of Marketing CommunicationsLecture #2 (10.09.2013):

• Mainstream & Niche Social Media (& their ‘culture‘)Lecture #3 (10.16.2013)

• Social Media Content & Copywriting & Communication RulesLecture #4 (10.23.2013):

• Social Media Analytics & Metrics | Applications & ToolsLecture #5 (10.30.2013):

• The Interdisciplinary Nature of Social Media & Applying Different Theoretical and Methodological Approaches to Social MediaLecture #6 (11.06.2013):

• Introduction to Web Technologies for Non-Tech Students | Web Programming | APIsLecture #7 (11.13.2013):

• Viral marketing & Successful Social Media Campaigns | (vs.) Social Networking Security ThreatsLecture #8 (11.20.2013):

• Online Marketing Research | Crowdsourcing | Data Mining & Data AnalysisLecture #9 (11.27.2013):

• Search Engine Optimization | Online Advertising | Social Media ManagementLecture #10 (12.04.203):

• Social Media Management Mock AssignmentsLecture #11 (12.11.2013):

• Social Media Marketing Communications Strategy Summary | Team-work Course Project Final AdjustmentsLecture #12 (18.12.2013):

(I.) Individual Presentation (case study)

1) brief explanation of a theory within one of these disciplines: sociology / psychology / social psychology / media studies / political science / economics / marketing / advertising / information and communication technology

2) providing an example within social media communications which proves the theory(survey, observation and/or data mining)

(I.) Individual Presentation (case study)

• theoretical grounds(literature)25%

• qualitative case study(survey, observation and/or data mining)50%

• conclusions & recommendations for a quantitative study(how one can verify theconclusions & critical review)

25%

your grade is based on conciseness of thepresentation and

conclusiveness of theexample

Keep it simple and clear!

(II.) Semestral team project

1) main findings about your audience & your position within your social media communications strategy (who views your social media channel & how distinctive is your audience)

2) recommendations for current communications strategy maintenance (which content, when, how and why to share)

3) recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next)

(II.) Semestral team project

•main findings about your audience(who views your social media channel & how distinctive is your audience)25%

•recommendations for current communications strategy maintenance (which content, when, how and why to share)

25%•recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next)

25%

•individual contributions25%

your grade does not depend on the level of success of your

project‘s communications strategy

however, you should be always able to answer WHY, HOW &

WHAT questions supported be a reasonable amount of

data/examples

Disscussed within project defences & included in the final project executive summaries

communicationstrategy

(brand essence &theoretical

foundations)

target group &customer persona

communication channels (/social

media) choice justification

goals set & their evaluation

(& KPIs used)

content & audience analysis

online research (possibly

crowdsourcing outcomes)

technical & security considerations(SEO, security

measures & tools used)

critical review of the project

analytical appendixvisual appendix

illustrating the project

The course

in numbers

Students

about 60% international

about 40% Czech

Reach 72 students

Engagement 60 students

Sentiment positive 60 out of 60 engaged students passed the course (A, B, or C) =)

In total

60video

presentations

12semestral

team projects

about 250pages of executive

summaries (semetral projects)

108sneaky

questions asked during

project defences

6job offers

Many thanks to...

our guest lecturers/speakers & collaborators

Guest lecturers/speakers & collaborators

Veronika Černá

Social Media Specialist

Jan Suda

Interaction Director

Jaromír Malenko

IT Consultant

Tomáš Kořínek

IT & Social Media Consultant

Julia Szymańska

Community Manager

Deborah Salmi

Marketing Manager

Jiří Remr

Research Methodologist

Michal Osuský

Managing Director

Jan Fait

Researcher

Vít Horký

CEO

Jan Louda

University Relations Manager

Individual video presentations

topics

Individual video presentations

blue ocean strategy

can videogames make better

world?confirmation bias

creativity, concentration &

patienceculture 2.0 deindividuation

engineering of consent

e-reputationexchange rate

regime

facebook for business

facebook vs maslow’s hierarchy

gender views in webcam culture

has facebook redefined

friendship?

how social media materialized our

viewshuman needs

influence of social media on fashion industry

instant communities

journalism &social media

kula & facebook love onlinemcdonalidization

of societymcluhan’s media

theorynew values &social media

nk.plopinion

leadership &social media

organic intellectuals

pay per click

politology &social media

queer people on facebook

reference groups & social media

resource-based view of social

media

robert merton’s theory of

reference groups & social media

self in everyday life

six degrees of separation

social identity model of

deindividuation effects

social learning theory

social media &the german

elections

social media addiction

social media as a source of

competitive advantages

social media as strategic

marketing tools for retailers

social narcissismsocial

penetration theory

social sellingsociology &social media

spin framework &social media

supply & demand theory on social

media

the bad news, the good news

the free rider problem

the generation that doesn’t care

the most pleasant

marketing strategy

the power of opinion leaders

in e-diplomacy &e-politics

uses &gratification approach on social media

viral marketing

Semestral team projects

Facebook snippets

Social media employed

facebook twitter google+ instagram foursquare

pinterest tumblr youtube wordpress blogger

JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose

winter semester 2013/2014

SOCIAL MEDIA:MARKETING COMMUNICATIONS STRATEGY

bachelor‘s course | ISS FSV UK | JSB452

course review

2013/2014