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COMSTRAT 310 Syllabus - Spring 2016

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                Office:  GWH 234        ...

Good Night, and Good Luck

To the students of COMSTRAT 310:

Thank you!!!

I had a fantastic time working with you this past semester. It was a pleasure to work with all of you on your semester-long campaign and projects.

Please have a safe and fun summer! :)

What should be in your social media marketing plan?

Your final social media marketing plan should include the following sections and elements:
  • Executive Summary/Overview
  • Social Media Presence
  • Competitive Analysis
  • Goals
  • Strategies
  • Target Market
  • Tools & Implementation
  • Monitoring & Tuning
  • Budget & ROI
In addition, your Social Media Marketing Plan should include documentation of the research and planning of your campaign, including:
  • Branding research (logo/name survey results)
  • User Personas
  • SWOT Analysis
  • Wireframe(s)

Take-Home Exam - Due May 3

The following is your one and only exam for the semester!! Please complete and email me your responses by the end of the day on Tuesday, May 3.

There are only two written response questions on this exam (both valued equally in scoring).

1. For this question, you will first need to identify and select any current web-based advertising or PR promotion for a national brand or organization that uses multiple social media channels, such as Facebook, Twitter and YouTube. Then, once you've made your selection, give a brief (minimum 3-5 paragraphs) analysis and critique (good or bad) of this campaign. Be sure to cite specific examples, if appropriate, of how the campaign aligns to some of the guidelines and "best practices" cited in class and/or in our readings.

Please do NOT use an existing example cited on this blog, in class or in the book.

Things to consider:
  • How effective do you think it is at reaching its intended target audience?
  • Are they engaging in a one-way or two-way conversation? How?
  • How would you characterize the general voice/tone in their messaging?
  • What data might they use to quantitatively or qualitatively determine if the campaign was a success? Are there any publicly-available resources that might tell you how well the campaign is doing? If so, what did you find?
  • Is the campaign optimized for search engine and social media discovery? How?
  • Does the campaign have the potential to go viral? Why or why not?

2. We've talked quite a bit about Search Engine Optimization (SEO) and even Social Media Optimization (SMO). Thinking about your semester-long project and website campaign,  please share your thoughts on specific strategies that you used (or should have used) to improve its organic search rankings in Google and other search engines -- as well as your social media presence on Facebook and/or other outlets.
  • How is your campaign site or social media presence doing in organic search on Google? (Does it show up at all?)
  • What, if any, specific techniques and tactics did you use?
  • What other things might you do to help with your search engine optimization and presence?
  • Please provide specific examples that are applicable to your project.
That's it! Please email your responses to your instructor (Brett Atwood at batwood@wsu.edu) no later than the end of the day on Tuesday, May 3.

WEEKS 15 & 16: Learning Google Analytics, StatCounter & Web Analytics Tools/Learning Google AdWords/Final Projects & Social Media Marketing Plans

SUMMARY:

For the final weeks of the semester, we will:
  • Learn about website analytics tools (such as Google Analytics and StatCounter) that enable better understanding of site/campaign traffic, referral and behaviour patterns.
  • Learn about best practices in building an official Facebook and Google AdSense campaign.
  • Finish our semester-long campaign website and related social media channels.
HOMEWORK:
  • Work on your final exam, due no later than the end of the day on Tuesday, May 3..
  • Continue to work on your Social Media Marketing Plan, due Thursday, April 28.
  • Continue to Facebook and Twitter updates frequently (several times this week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages.

Understanding Google Analytics

Would you like to know more about the Web traffic click-through patterns and keyword referrals on your site? Google Analytics is a free Web-based tool that will give you rich data on how people interact with your Web site content.

Visit Google Analytics to learn more.



With Google Analytics, you can even get "real time" reports of what is happening on your website:

REAL TIME REPORTING




In addition, you can track the following type of website activities:

AUDIENCE
 


ACQUISITION



BEHAVIOR



NOTE: For Wix.com accounts, you must upgrade to a paid account with a unique vanity domain name in order to connect Google Analytics tracking to your webpage. A free alternative that does work with Wix.com is StatCounter.

Additional Resources:

There are several online resources that you can help you better understand and analyze the data that you get from the various Web analytics services.


Free Website Analytics Options: StatCounter and Who's Amung Us

STATCOUNTER

StatCounter allows you to track who is visiting your campaign site. By installing StatCounter code into your Wix.com site, you'll be able to see detailed information on your visitors.

To get started, visit http://statcounter.com. Sign up for a free account and then follow the instructions to generate and install tracking code.
NOTE: Upon installation of your tracking code, StatCounter may ask you to verify that the code has been installed correctly. In many cases, it will inform you with this message "Code Not Detected" -- However, if you do continue to the next step, you will typically see that your tracking code is indeed working and that data is being tracked correctly.

Please note that two features of StatCounter are not available with Wix.com. You may not see accurate tracking for page titles and referring information. 

WHO'S AMUNG US

Another option for tracking of "real time activity" is Who's Amung Us.

Installation of tracking code is incredibly simple. Just go to the Who's Amung Us website, grab the code you want and then add it to your site using these steps:
  1.  In Edit Mode, Select the + (Add) button from the left-hand menu
  2. Select Apps, then HTML. A new HTML box will appear on your page.
  3. In the HTML settings box, use the pull-down menu to change the "Mode" to "HTML Code".
  4. Paste the code into the HTML Code box and "Save". If you want the tracking to appear on every page, then select "Show on all Pages" at the bottom of the HTML Settings box before you save.
  5. You can move the traffic icon by dragging it anywhere on your page. Make sure to Save your page before previewing or publishing.


WEEKS 13 & 14: Building Twitter Pages/Learning Google AdWords & Facebook Ads/Design & Campaign Considerations for Mobile & Tablet Platforms

SUMMARY:

For these weeks, we will:
  • Create official Facebook and Twitter campaign accounts for your brand (if you have not done so already)
  • Learn about best practices in building an official Facebook and Google AdWords campaign.
  • Learn about "responsive" design and how to optimize your campaign website for mobile smartphones.
HOMEWORK:
  • Continue to work on your Social Media Marketing Plan, due Thursday, April 28
  • Start posting Facebook and Twitter updates frequently (several times a week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages. 
    • You should try to have at least 30 Facebook followers by the end of the semester.
    • You should try to have at least 10 Facebook and Twitter posts by the end of the semester.
  • Optimize your Wix-created website for mobile devices using the mobile editor built into the Wix.com edit tool. Your final campaign site will be evaluated for how it appears on both desktop and mobile devices beginning Thursday, April 28. 
  • Begin the take-home final exam, due no later than the end of the day on Tuesday, May 3.