Escuela de Administracin

Pontificia Universidad Catlica de Chile Course Outline Course: Social Media for Marketing and Management Classes: January 23 3:00pm-8:00pm January 24 to 26 8:00am-8:00pm Instructor: Daiane Scaraboto Phone: 354-1594 Email: dscaraboto@uc.cl
I.

Office Hours: By appointment

Course Description Social media (i.e. Facebook, Twitter, blogs, wikis) are changing society, marketing, and management. Beginning with an examination of the role of social media, this course expands into methods for researching and understanding it. We learn throughout about its strategic business applications and apply this learning in a team project developed throughout the course.

II.

At the end of this course, you should be able to: 1. Understand what social media is, identify its key characteristics and different types, and understand its relationship to other relevant terms such as Internet marketing, Web 2.0, and word-of-mouth marketing. 2. Demonstrate knowledge about the underlying characteristics of social media, including its historical basis and the reasons why people use it. 3. Know what research techniques and methods that can be applied to social media. This includes understanding how each method works and what types of business and market research questions it can answer. 4. Distinguish between marketing problems to which social media are suited for from those to which social media are not appropriate. 5. Apply the general rules and guidelines for using social media in marketing and organizational communications, observing the underlying principles guiding their use. 6. Evaluate social media communications campaigns in terms of their quality and success. 7. Plan and implement a social media campaign to solve a marketing problem.

III.

Course content

This course is organized in four phases, each corresponding to a full day of classes: (1) We begin with a theory and research-based socio-cultural understanding of the foundations of the social movement online. Specific topics include: 1. The origins of social media and the online community movement 2. Similarities and differences between new and traditional media, and between word-of-mouth before and after social media 3. Cultural and social bases of online communities, influencers, and fans (2) The second phase of the course explores social media as an opportunity for consumer insight, understanding, and marketing research. You will learn the technique of netnography and other research methods applicable to solve business and consumer research questions with social media data. Specific topics include: 1. Netnography 2. Social Media Monitoring

PONTIFICIA UNIVERSIDAD CATOLICA DE CHILE ESCUELA DE ADMINISTRACIN / Agosto, 2012 1

(3) In the third phase, through an analysis of business models and companies whose success is based upon these insights, you will learn how marketing and business management practices can be transformed based on the data and resources available in social media. Specific topics include: 1. Building social media communications into marketing strategy and tactics 2. Specific social media platforms and forms of content 3. New business models in social media (4) The fourth and final phase of the course looks at the opportunities and challenges that social media and online word-of-mouth present for the marketers and business managers of today and tomorrow. Specific topics include: 1. Ethical aspects and codes of the industry 2. Best practices and policies 3. Social Media Metrics: how to measure and track online and offline results

IV. Methodology The course is realistic, applied, intense, and demanding. Attendance and participation is expected in all classes. You are expected to read the bibliography described in this outline before the course starts and to bring a laptop/tablet to the class to access the internet. You will also be expected to join several free social media platforms. Additional materials will be read in class. I will introduce major topics to the class using interactive lectures, videos, and reallife, updated examples from companies that use social media all over the world. You will work in teams during the class to develop a social media project. The course will also feature guest speakers who work in this rapidly changing industry. If you havent done so already, create and account on and explore these social media platforms: Facebook Reddit YouTube Flickr Pheed Instagram MySpace Twitter Pinterest Medium Klout Foursquare

Also subscribe to blogs, and start following Facebook pages and Twitter accounts of brands and companies in your industry.

V. Evaluation Final Grades will be based on the following assessments, weighted as indicated below: 1) Class Participation 15% 2) Individual Quiz (2) 15% 3) Individual Case Analysis (2) 40% 4) Social Media Team Project 30% 1) Class Participation and Contribution Your Class Participation and Contribution Grade will be based on your attendance, contributions to in-class debates and discussions, and awareness of issues in required readings. 2) Individual Quiz On day 1 and day 3 you will be tested on the readings and on social media use through a quiz. Each quiz consists of a series of simple questions that will be answered individually, during class, without consulting online or print materials. 3) Individual Case Analysis On day 2 and 4 you will submit a case assignment. This is an individual assignmentno collaboration is permitted. Your case assignment write-up has a one-page limit and is your answer to a directed question. The questions will be

PONTIFICIA UNIVERSIDAD CATOLICA DE CHILE ESCUELA DE ADMINISTRACIN / Agosto, 2012 2

given to you in-class. Each of your case assignment write-ups is worth 20% of your final grade. The cases used in this assignment are included in the mandatory reading list for this course. 4) Social Media Marketing Project In a 3-5 person team (depending on the number of students taking the course), you will develop a social media marketing project. This project has 4 parts, and at every day of class, time will be given for teams to work on each part of the project. Part 1/Day 1: Your team will identify a social media marketing or communication campaign the team wants to work with and write a one-page proposal that includes the company name and mission, a brief description of the campaign, and your rationale for choosing it. I will then approve your proposal or suggest modifications where necessary, returning it to the team on day 2. Part 2/Day 2: Upon gaining approval for its proposal, the team will use netnography and/or other online research techniques to investigate, report upon, and analyze the online environment, which may include the companys and competitors existing online initiatives, and online consumer activity related to the chosen business or brand. The team will prepare a one-page report summarizing the insights obtained through this research. I will suggest additional research or sources of information if necessary, returning the summary to the team on day 3. Part 3/Day 3: The team will build upon research findings to assess problems and then recommend major improvements to the social media campaign investigated. Part 4/Day 4: The team will make a full report to the class in a 15 minute presentation, followed by a brief Q&A/discussion session. Issues raised during discussion following presentations may require the team to make adjustments to the proposed social media marketing campaign. Your final team project deliverable, due on February 1st, via e-mail, includes: - The initial proposal (1p) - Research insights summary (1p) - Complete Social Media Marketing Campaign plan (template provided on day 3)

V. 1. 2.

BIBLIOGRAPHY Dichter, Ernest (1966), How Word-of-Mouth Advertising Works, Harvard Business Review, 16, 147-166. Falls, Jason and Erik Deckers (2012), Its not them, its you! In No Bullshit Social Media: The AllBusiness, No Hype Guide to Social Media Marketing. Chapter 2. Pearson Education. 3. Fournier, Susan and Lara Lee (2009), Getting Brand Communities Right, Harvard Business Review, April, 105-111. 4. Solis, Brian (2012), Measures of Digital Influence and Social Capital: From Nobody to Somebody. In The End of Business as Usual. Chapter 9. Hobokey, NJ: John Wiley and Sons. 5. Kozinets, Robert V. (2010), Netnography: The Marketers Secret Weapon White Paper. Netbase. 6. Charlene Li, Josh Bernoff. Strategies for Tapping the Groundswell: A Practical Approach to Developing Your Company's Social Media Strategy. Harvard Business Press Chapters. 8341BC-PDF-ENG 7. Tuten, Tracy L. and Michael R. Solomon (2013). Social Media Metrics. In Social Media Marketing. Chapter 10. 8. Falls, Jason and Erik Deckers (2012), Remedy your fears with sound policy. In No Bullshit Social Media: The All-Business, No Hype Guide to Social Media Marketing, Chapter 12. Pearson Education. 9. CASE: Coca-Cola on Facebook. Harvard Business School. 10. CASE: Sushilicious: Standing out in a crowded field. Ivey Publishing. 11. CASE: Dominos Pizza. Ivey Publishing. 12. CASE: The Ford Fiesta. Harvard Business School. Recommended readings (not required): 1. Gossieaux, Franois, and Ed Moran (2010). The Hyper-Social Organization: Eclipse your competition by leveraging social media. McGraw Hill. 2. Weinberger, Tamar (2009). The New Community Rules: Marketing on the social web. OReilly.

PONTIFICIA UNIVERSIDAD CATOLICA DE CHILE ESCUELA DE ADMINISTRACIN / Agosto, 2012 3