adpr 296 using social media for cause marketing
ADPR 296 Fall 2008 | Monday | 5:45 - 8:25 p.m. | Johnston Hall 122 Instructor Information Linda E. Menck Professional-in-Residence Johnston Hall 311 p:) 414-288-3649 | e:) linda.menck@mu.edu | follow me on twitter:) lemenck Facebook Group:) Social Media 4 Casue Marketing Course Social Network Site:) some4cama.ning.com Office Hours:) M&W 11 a.m. 12 noon : 4 - 5:30 p.m. What is changing our digital lives? “Personal media is growing explosively. Technology makes publishing super-easy. Search changes how we find all information and the haystack keeps getting bigger. We trust different people today. The demand for openness and transparency increases. We are now microcasting. Brands and organizations must communicate differently to participate.�
John H. Bell Managing Director/ Executive Creative Director Ogilvy
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> course required books 1 | Branding for Nonprofits by DK Holland | Allworth Press | ISBN# 1-58115-434-8 2 | The Art of Cause Marketing by Richard Earle | McGraw Hill | ISBN# 0-07-138702-1 3 | Groundswell by Charlene Li and Josh Bernoff | Harvard Business Press | ISBN# 978-1-4221-2500-7 4 | Robin Hood Marketing by Katya Andresen | Jossey-Bass | ISBN# 0-78798148-6 5 | Now is Gone by Geoff Livingston | Bartleby Press | ISBN# 978-091015573-1 > course Overview Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media is new, very powerful content created by consumers and shared digitally. It competes for our attention and trust against traditional “media” sources. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.” Online tools used for connecting people to share opinions or information, is becoming a more important communication platform for people and organizations. This course examines the impact social media and communication networks has on society and the communication industry by exploring theory and case studies relating to blogs, podcasts, wikis, social bookmarking, viral video, social network tools and the social media press release. With an emphasis on building relationships with publics, we will discuss industry trends and how to strategically integrate such tools into cause marketing communication and campaigns. > course Objectives Using a collaborative and hands on approach we will explore Web 2.0 and the different types of social media including 1) publishing platforms 2) social networking sites 3) democratized content networks 4) virtual networking platforms 5) information aggregators 6) edited social news platforms and 7) content distribution sites. Through literature review and case studies we will analyze and discuss how organizations are using cause marketing and social network marketing to establish innovative relationships with internal and external communities. We will also examine cases that failed, and sometimes miserably. Literature review and case studies will also generate discussions about legal and ethical issues related to social media and cause related marketing.
Examing research on social media we will gain a better understanding of demographic and psychographic characteristics and usage habits of social media users. We will also evaluate established methods for building social technographic profiles of users and online communities. We will learn technical skills and apply them in the creation of a multimedia rich social media release and social networking site for a nonprofit client. Skills including capturing and editing video and audio, digital photography, digital storytelling, blogging, and podcasting will be covered. Focusing on unique concerns that challenge nonprofit organizations we will examine and evaluate methods and tools needed to strategically design and launch a new brand or revitalize an existing brand. In small teams we will design and present strategic social media communication plans for nonprofit organizations including methods for calculating ROI on social media and cause marketing tactics. > instructional method, attendance, assignments, evaluation, etc. This is a graduate seminar that requires full participation and an in-depth discussion of the subject matter. You will need to prepare carefully for class by reading the material and planning to share your ideas. Your contributions will play an important part in what we all learn. Plan to spend at least 6 hours during the week to cover the reading material and more time during weeks that have an assignment due. There are several articles or book chapters assigned each week, and it is simply not possible to read and comprehend these articles in 1-2 hours total. Take notes as you read so that you remember the content. Since we only meet 14 times during the semester, it is important to be present at every class meeting unless you are ill or called out of town on a business trip. If you see that you cannot make it to class, please email me or call to let me know you’ll be missing class that night. Being present means you are there to fully participate in the class. Missing more than two classes will affect your grade. This course is very “hands on” as well. Much of our time will be spent in the computer lab learning skills and designing with online social media tools. If you aren’t in class you will miss a great deal of technical instruction. > General courtesy and professional behavior Students are expected to treat one another and the professor with respect. Respect is conveyed in many forms, not all of which will be discussed in the syllabus. Students should plan on staying the entire class session until the class is released when coming to class – it is not okay to get up in the middle of class and leave for anything other than an emergency. Don’t instant message, read the newspaper or talk to other people while the professor is lecturing during class. Be engaged, active and respectful. Inappropriate, vulgar, obscene, threatening or other negative discourse will not be tolerated. If such is used in the classroom, then the student will be asked to leave. > Academic Honesty Policy and use of cited material. In accordance with the high standards of excellence set forth for all members of the Marquette University community, the Diederich College of Communication finds it imperative that each student understand that the responsibilities associated with high standards of excellence include ensuring that all class work undertaken in this College is performed in an environment that promotes serious scholarship and moral rectitude. Therefore, the College herein delineates a zero-tolerance policy for acts of academic dishonesty. All acts of suspected academic dishonesty will be thoroughly investigated in a manner that
is fair, timely, and efficient and done so in a manner that protects the rights of both the faculty member and the student. Any individual that is found to have committed an act of academic dishonesty may receive a penalty, up to and including expulsion from Marquette University. Most students recognize that cheating is not permitted, but they often fail to recognize that improper citing of material is also considered dishonest. Whenever you use someone else’s ideas in a written paper, you must give proper credit to that source. If you quote the source, you need to use quotation marks or else you must indent it a block of text. This also requires identifying the author and the year of publication plus the page number in the body of the text, in addition to using a full cite in the reference list. If you simply reference another person’s idea without quoting the material, you still need to cite the author and year but without the page number in the body of the text and without using quotation marks. It, too, requires a full cite in the reference list. > desire to learn | d2L This course will utilize the Desire2Learn program. On this website, you will find course information, any course announcements, discussion activities, and supplemental information. You are responsible for checking this website on a regular basis and will be held accountable for all information on this web page. You can access D2L at: http://d2l.mu.edu – your username and password will be the same as your checkmarq username and password. > special needs Please inform me during the first week of class if you have any conditions that may limit or affect your ability to participate in this course so that we can make necessary arrangements. You may also contact the Office of Student Educational Services for additional information. For more information see: http: // www.marquette.edu/oses/PoliciesandProcedures.html > counseling center Sometimes personal issues, such as stress, anxiety, depression, career uncertainty, and/or relationships, can interfere with your ability to function as a student. If you feel that this is happening to you, please contact the Counseling Center. The Counseling Center offers free, confidential counseling services for all full time students. For more information or to make an appointment, call 414-288-7172, or visit their website at www.marquette.edu/counseling. > weight of grades The weight of every assignment as a component of the final grade is as follows. Growing Up Online Reflection Paper Blog Assignemnt – Part 1 & 2 SMR and SN Design & Presentation Final Non-Profit SN Campaign & Presentation Attendance & Participation > MU Grading scale A 100-94% AB 93-89% B 88-84% BC 83-79%
C CD D F
5% 20% 20% 40% 15%
78-74% 73-69% 68-64% 63% and Below
> Tenative reading assignments & clasS schedule Students are expected to have finished the day’s readings before coming to class. Extra readings and assignments to be administered at any time - expect additional online reading. The schedule is subject to change at professor’s discretion. Week 1 | Aug. 25
Introduction to course, colleagues, and lab Video: FRONTLINE: Growing Up Online
Week 2 | Sept. 1
NO CLASS - Labor Day Holiday
Week 3 | Sept. 8 Cause Marketing and Social Media Assign Social Media Teams & Topics Introduction to Ning and Pitch Engine Social Media Release Builder and Final Campaign Project Overview ASSIGNMENT DUE: Growing Up Online Reflection Paper READINGS: Livingston, Entire Book Andresen, Introduction & Chapter 1 Earle, Introduction, Chapter 1 & 11 Li & Bernoff, Introduction and Part One Holland, Chapter 1, 12 Week 4 | Sept. 15 ASSIGNMENT DUE: Hands On Social Media Team Presentations Week 5 | Sept. 22 Campaign Planning, Social Media 1: Blogs, Blogging and Blog Design with Blogger, RSS, Wikis READINGS: Andresen, Chapters 2, 3, 4 Earle, Chapters 2, 3 & 7 Li & Bernoff, Part Two Holland, Chapters 2,3,4 Week 6 | Sept. 29 Campaign Execution, Social Media 2: Bookmark and Photosharing, Folksonomies, Tagging, GIS, Maps, and Satelllite Tools ASSIGNMENT DUE: PART 2 – Blog Design adding RSS - Part 1 READINGS: Andresen, Chapters 5,6 Earle, Chapters 4,5,6 Holland, Chapters 5,6,7,8,9 Week 7 | Oct. 6 Digital Storytelling: Slideshows, Video and Podcasting ASSIGNMENT DUE: PART 1 – Blog Design adding bookmarks, photosharing, tags, and maps READINGS: Andresen, Chapter 7 Holland, Chapter 11 Week 8 | Oct. 13
Digital Storytelling: Slideshows, Video and Podcasting
Week 9 | Oct. 20 Putting it all together in Ning and Social Media Release Builder READINGS: Andresen, Chapters 8, 9, Earle, Chapter 8 Li & Bernoff, Part Three Holland, Chapter 10 Week 10 | Oct. 27
Virtual Worlds – Club Penquin and Second Life
Week 11 | Nov. 3
ASSINGMENT DUE: SMR and SN Presentations
Week 12 | Nov. 10 ROI and Measuring Social Media Initiatives READINGS: Andresen, Chapter 10 Week 13 | Nov. 17 Catch up and Lab Week 14 | Nov. 24 ASSIGNMENT DUE: Final Campaign Plan and Project Presentations Week 15 | Dec. 1
ASSIGNMENT DUE: Final Campaign Plan and Project Presentations