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MAMCSOCIALMEDIA—CAPSTONEMAMC6936SUMMER2016COURSEINFORMATIONMMC6936:Summer2016Credits03MeetingTime:DistanceAsynchronousandOnlineClassroom—SelectMonday’sduringthesemesterat7PMEST.IndividualConsultationswillbeapartofthisprogram.OfficeHoursByAppointmentConnectClassroomURL:https://uflcoj.adobeconnect.com/sm_capstone_hughes/INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.CourseDescriptionTheaimoftheSocialMediaCapstonecourseistopreparestudentstomastertheelementsofasocialmediacampaignusingprinciplesandstrategiesofpublicrelations,advertising,andbranding.TheCapstoneisoneofthefinalacademicopportunitiesforyou,asastudentintheUFCJCMastersprogram,toapplyyouraccumulatedknowledgeandskillsandtofurtherprepareyoutoexcelinaprofessionalsetting.Thecourseisdesignedfromaprofessionalperspectiveandmakesuseofextensivereal-lifesituationsandexamples.Youwillapplyyoursocialmediaskillstoan

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existingmarketingandbrandingchallengeand/oropportunityidentifiedbyacompanyororganizationofyourchoosing.Workingindividuallyandwithfeedbackfromyourpeersandyourinstructor,youwillidentifyaclient,workwiththatclientindevelopingasocialmediaplan,andthenimplementandmonitorthatplan.Youwillbuildthissocialmediacampaignthroughoutthefirsthalfofthesemester,completingvariousassignments,meetingdeadlinesandrefiningyourplan.YouwillthenimplementyourSocialMediaPlanforyourclient,monitoringandanalyzingresults.Neartheendofthesemester,youwillhaveawell-researched,insightfulandcreativeplanandimplementedcontentthatillustrateshowsocialmediawillleadtopositiveoutcomesforyour“client.”Finally,youwillpresentyourcampaigntotheclassinanonlinepresentationviaAdobeConnectandshareyourplanlearningswithProf.Hughes.Thisisademandingbutexcitingandintellectuallyrewardingopportunitytoapplysocialmediaskillsandknowledgeyouhaveacquiredthroughoutyourcoursework,duringinternships,and/orinprofessionalpositions.Althoughtheprimarycoursefocusisoncreatingacomprehensivecommunicationcampaign,therewillbeclassassignmentsanddiscussionstoevaluateyourknowledgeofspecificconceptsrelevanttosocialmediamarketingandbranding.Thiscourseisconductedinacombinationofliveclassesandasasynchronousinteractiononline.Thisformatmirrorshowprofessional,globalpublicrelations,branding,andadvertisingteamsincreasinglyareassembledacrossgeographiesandtimezones,countriesandcultures,workingtogetherusingdigitalandonlinetechnologies.Thecourseiscenteredonyouandyourlearningneeds.Thiscourserequiresgraduate-levelthinking,analyticalskillsandmaturity.TheCapstoneis“learninginaction.”Donewell,yourcampaignwillbecomeanimportantcredentialtosharewithyourclientaswellascurrentorprospectiveemployers.Pleasenote:theinstructorwillrespondtoe-mailusuallywithin24hours,butthegoalistodosomuchquicker.Additionally,someofyourclassworkmaybeused—withyourpermission—onthenewCJCsocialmedianewssite.Thispublicationofyourworkcanaidinbuildingyourprofessionalprofileonsocialmedia.Seethesiteat:http://ufsocial.jou.ufl.edu/COURSEOBJECTIVES

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Workingindividuallyandincollaborationwithothers,studentswillcompleteagraduate-levelprojectthatdemonstratestheirabilitytointegratetheknowledgeandskillsacquiredfromtheUFMasterofArtsinMassCommunication–SocialMediaprogramandothercoursework.TheCapstoneprojectisdesignedtoenablestudentstodemonstrateskillsinresearchandanalysis,strategicthinking,effectivewritingandoralcommunicationacrossmultiplechannelsandformultipleaudiencesworldwide.Studentswillapplytheirlearningtoaclient-orientedsocialmediaplanandproduceacampaignplanandapresentationofthatplan.TheCapstoneProjectwill:

1. Effectivelyapplystrategicandcreativecommunicationskillstocomplexchallengesandopportunities.

2. Demonstratetheuseandvalueofresearchandanalysisinrespondingtopotentialoremergingcommunicationproblemsandopportunitiesusingsocialmedia.

3. Assembleandpresentafullyintegratedcommunicationsplanthatreflectsstrategicthinking,industrybestpractices,trendsandtools.

4. Workeffectivelyvirtually,individuallyandincollaborationwithotherpeople,demonstratingprofessionalcommunicationskills,creativityandoriginality,accountability,balancingleadershipwithteamworkandcooperativebehaviors.

5. Exhibitacommitmenttopersonalandprofessionalethics.SummaryofCourseDesignThiscoursewillcombinebothlivesessionsanddirectedwork.LiveclasssessionswillbeheldselectMondaynightsofthesemesterstartingat7pmEST.(Liveclasseswillberecordedforlaterviewingincaseyoucannotattendinperson.)Asthisisa“living”course,liveclassesmaybescheduledthatarenotonthissyllabus.WeallwillbeflexibletomakesurethisCapstoneclassisasuccess!!OnlineClassRequirements

1. YouwillneedanInternetconnectiontoaccessthiscourse,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.

2. Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.comorGoogleDrive(bothfreeonlineservices)tosharelargefiles.

RequiredTextbooksTherearenorequiredtextbooksforthiscourse.YoumayfindSocialMediaMarketingbyTracyTutenandMichaelSolomonofhelpinyourplandevelopment.LecturesIwillregularlypostupdatevideosthroughoutthesemester.WatchtheAnnouncementstabforwhentheyarepostedalongwithalinktothem.

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AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.ThemaingoalofthisCapstoneCoursewillbethedevelopmentofarealSocialMediaPlanyouwillcreateworkingwitharealclient.Youwillbeexpectedtointeractwithyourclientonaregularbasis,justlikeareal-worldSocialMediaAgencyAccountpersonwoulddo.Duringthefirsthalfoftheclass(weeks1-6)youwillreadtheassignedmaterials,viewonlinelectures,andworkwithyourclienttodevelopaSocialMediaPlan.Thesecondhalfoftheclass(weeks7-12)givesyouachancetoestablish,maintainandmonitortheSocialMediaChannelsyouselectedasapartofyourClientplan.Youwillreadtheassignedmaterials,viewonlinelectures,completeonlinediscussions.Withtheclient’sinputandpermission,youcanimplementtheplanearlierthanWeek7.PleasecheckwithProf.Hughespriortodoingso.YouwillbeexpectedtoturninregularContactReports,asatypicalAgencyAccountPersonwould,forallclientinteraction.YoucanfindasampleandexplanatoryContactReporttemplatehere:http://www.targetedadgroup.com/Resources/ContactReport.pdfAsitexplains,hereisthepurposeofaContactReport:

CONTACTREPORTSAContactReport,orConferenceReportasitisalsocalled,isawrittensummaryofinteractionbetweenanAdvertisingAgencyanditsClientthatsummarizesmajordiscussionsandagreementsinameeting.ItservesthesamefunctionasformalminutesataBoardMeeting.ContactReportsareconsideredlegaldocumentsastheyarethe“official”recordofameeting.Theyaresometimescalledasevidenceincourtactionssincetheychroniclenotonlythecircumstances(who,where,why)ofaparticularsituationbutalsotheWhat.WhenwritingaContactReport,itisimportanttoidentifywhomadeaparticulardecision,heldapointofview,wasinagreement,orthelike.

Thistemplateisreallycomplete,andintoday’sworld,especiallythesocialmediaworld,allthesectionsareprobablynotnecessary.Iwillleaveittoyouandyourclienttodecidewhatsectionsareimportantandshouldbeusedforyourplanningpurposes.Thisisnottoaskforbusyworkfromyou,butasanagencyperson,you

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needtocoveryourbasesintermsofwhoagreedtowhat,deliverables,timelinesandbudgets.ContactReportsshouldbeemailedtomeatrjhughes@jou.ufl.eduandclearlylabeled(forexample:HughesContactReport#1or#3etc.)IwillaskyoutopostatleastoneintheappropriateCanvasAssignmentstab.Youwilldevelopabudget–ifappropriateforneedslikeFacebookBoost--fortheclientforyourplan,andpreparecontentandpostingcalendars.Inthistwelve-weekcourse,weneedtostayonpointandprovidethesectionsofyourplanonatimelybasis.Hence,youwillseeweeklydeliverablesforeachsectionoftheplantoensurewewillallmeetthistimeframe.Allthissaid,IwillbeasflexibleasIcanbeinworkingwithyouondeliverablesandprovidingoutstandingserviceandplanningforyourclients.Stayintouchsowecanmakesuresuccessisthereforallofus.ScopeofWorkOneofthefirstdeliverablesforyourSocialMediaPlanwillbeaScopeofWorkyouwillpresenttotheclientandgainagreementforthe“scope”oftheplanyouwillbepresentingandexecutingforyourCapstoneProject.WhiletheformatforthisSOWcanbeflexible,therearekeyelementsthatmustbeincluded.IfyouareunfamiliarwithcreatingaScopeofWork,herearesomegoodresources:DefinitionandOverviewofaScopeofWorkScopeofWorkExampleandTemplatesExamplesofScopeofWorkdocumentsDiscussionPostsDiscussionisakeypartofthiscourse.Youwillbeexpectedtoreadtheassignedreadings,viewtheassignedvideos,andactivelyparticipateinregulardiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.YouwillseeinsomeweeksIwillprovidetheDiscussionQuestionbasedonanarticlethathasclearbearingonyourworkfortheweek.SomeweeksIwillaskYOUtofindsuchanarticleandshareitwiththeclass,explainingWHYyouchoseitandHOWitrelatestoyourclientwork.Youwillbeaskedtothencommentonatleastoneclassmate’spostfortheweek’squestion.Yourinitialdiscussionreplyshouldbeabout300words,andyourclassmatefollow-upshouldbeabout200.TheinitialdiscussionpostisduebyThursdayofeachweekat11pmET;thefollowupbySaturdayofeachweekat11pmET.

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PeerReviewsDuringWeek9youwillbeaskedtoreviewtheSocialMediaPlanofaclassmate.Usingconstructivecriticism,pleaselookateachsectionoftheplanasaclientmight,withsuggestionsdesignedtosharpenthefocusoftheworkandimprovethequalityoftheelementsoftheplan.YouwillsharethiswithbothyourpeerandpostyouranalysistotheAssignmentstaboftheCanvasshell.EvergreenContentDuringweeks6–11youwilldevelopaContentCalendarandEvergreencontentforyourclienttopost(ifhe/shedesires)forthemonthfollowingtheendofourclass.Thiswillgivetheclienttheoptiontocontinuefollowingyourplan,withsomecontenttouseduringthattime.IfyouarenotfamiliarwithEvergreenContent,youwillfindmoreinformationat:WhatisEvergreenContentTipsforCreatingEvergreenContentWhyEveryBusinessNeedsEvergreenContentPlanReviewDuringWeek11wewillscheduleanumberofonlineliveclassesinwhichyouwillpresentyourplantotheclassusingPowerPointorotherplatformofyourchoosing.PlanLearningsDuringWeek12youwillprepareasummaryofyourlearningsandobservationsabouttheplan.Includedinthisshouldbewhathasworkedinyourplantodate,whathasnotworkedaswellasyouexpected,andwhatchangesyouwouldmakeina“revision”ofyourSMP.ThiswillbeturnedinusingaPowerPointformat.SocialMediaTemplatesTosaveyoutime,considerusingsomeoralloftheseSocialMediaTemplates.AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.GradingThisCapstonecourseconsistsofyourproducingaSocialMediaPlanforyourclient.Youwillberesponsibleforpostingkeypiecesofthisplanasweproceed

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throughthesemester.Gradingforthisworkwillbesubjectiveandwillbebasedonmy25yearsasbothaclientandanagencymanager.Mygoalistotreatyouasaprofessionalinyourfield,andmyfeedbackwillbetreatedassuch.Yourworkwillbeevaluatedaccordingtothisdistribution:WeeklyDiscussions 100pointsClientContactReports 50pointsScopeofWork 50pointsDevelopmentofClientSituationAnalysis 50points DevelopmentofPlanGoalsandStrategies 50pointsSocialMediaPlanOutline 50pointsSocialMediaPlanNarrative 50pointsPeerReview 50pointsFinalSocialMediaPlan 150pointsClassPlanReview 100pointsEvergreenContentDevelopment 150pointsCapstoneLearnings 150points TOTAL 1000points100%Finalgradeswillbedeterminedasfollows:A 93-100%A- 90-92%B+ 87-89%B 83-86%B- 80-82%C+ 77-79%C 73-76%C- 70-72%D+ 67-69%D 60-66%E 0-59%Rounding:Iroundwhenassigninggrades.Whenthegradefallsata.5,Iwillroundup.AssignmentInformationindepthRUBRICFORGRADINGTHESOCIALMEDIAPLAN Excellent Good Fair Poor Not

completed 140-150 130-139 120-129 110-119 0Completeness SMPhas SMPhas SMPhassome Missing

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(25%) materialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

materialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

sectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

significantsectionsorinformation.

Quality(25%)

Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSMP.

RubricforDiscussionposts InitialPost InitialReplyMeetsfully(meetswordcount,substantiveandinsightfulcomments)

5 5

Meetspartially(notsubstansive;shortofword

2.5 2.5

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count)Nopost 0 0ImportantnoteongradingforCapstoneUnlikemanyofyourpreviousUFGraduatecoursework,muchofthegradingonyourCapstoneprojectwillbesubjectiveonthepartoftheinstructor.Forexample,youwillnotethereareno“minimum”numberofContactReportsdue;rather,thisisaflexiblepartoftheclassasthenumberofContactReportswillbedeterminedbyyouandyourclient.IwillberelyingonovertwodecadesexperienceinthisbusinesswhenIamgradingmuchofyourwork.MygoalistoexpectthetypeofworkIwanttoseefrommyagencyandmyteammembers,andmymentoringofyouwillbedoneinthatsamelight.Schedule/DueDatesYourinitialdiscussionpostsaredueonThursday,by11pmEST,andyourcomments/discussionresponsesonSaturday,by11pmEST.Discussionpostswillbedueonselectweeks.ClientContactReportswillbedueascompleted.ContactReportsshouldbeemailedtomeatrjhughes@jou.ufl.eduandclearlylabeled(forexample:HughesContactReport#1or#3etc.)EvergreenContentshouldbedevelopedduringWeeks6–11.UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdf

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ClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:

• CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx

352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:

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Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandthe

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requirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram._____________________________________________________________________CapstoneSummer2016WeeklyCourseWorkandSchedule__________________________________________________________________________________________________WEEKONE—May9-15CourseintroductionandMarketingOverview

TherewillbealiveclassthisweekonWednesdayat7pmET.TheAdobeConnectlinkis:

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https://uflcoj.adobeconnect.com/sm_capstone_hughes/

ThisisamandatoryattendanceclassaswewillbenotonlysharingandoverviewoftheclassbutwewilllearnabouttheAdobeConnectsystem.

Theclasswillberecordedandavailableforviewingatyourconvenience,butthisclasswillsetthestageforyourCapstonework.

Focuson:• Thestrategicmarketingplan—anoverview.• HowtheSocialMediaPlanfitsintotheSMP

TheCapstoneSocialMediaPlanisakeyelementoftheclient’soverallstrategicmarketingplan.WhileyourclientmaynothaveafullSMP,anunderstandingofaSMPwillhelpyouunderstandtheroleSocialMediacanplayinimpactingyourclient’sbusinessandbrand.ThesearticleswillgiveaquickoverviewofhowtocreateanSMP:Readings/ViewingCreatingtheSMP(articleandvideo):http://www.entrepreneur.com/article/43018MarketResearchfortheSMP:http://www.entrepreneur.com/article/43024ElementsoftheSMP:http://www.entrepreneur.com/article/43026DiscussionTopicReadthisarticleonhowContentMarketingfitsintheStrategicMarketingPlan:http://contentmarketinginstitute.com/2014/05/where-content-marketing-fits-plan/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandContentmarketing.InyourDiscussionpost,pleaseexplainhowyouthinkContentMarketingplaysapartinaSocialMediaPlan,andsharetwoexamplesofhow.Then,pleasecommentontheresponsesofatleastoneclassmate.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.

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Clientnameandrationale(whyyouchoseyourclientandwhatyourexpectationsfortheplanwillbe):Saturdayby11PMET.________________________________________________________________WEEKTWO:May16-22DevelopingtheSocialMediaMarketingPlanFocuson

• ElementsoftheSocialMediaplan• Theclient/agencyrelationship• Clientexpectations

Readings/ViewingCreatingaSocialMediaMarketingPlanC.Williamsonhttp://www.slideshare.net/corywilliamson/creating-a-social-media-plan-2529114HowToCreateASocialMediaMarketingPlanHootsuiteUhttp://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/DiscussionTopicReadthisarticleontheroleofpaid,ownedandearnedmediainyoursocialmediamarketingstrategy:http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/Isoneofthethreeelementsofthepaper—paid,owned,andearned—moreimportantthantheothersinasocialmediaplan?Whichdoyouthinkismostimportanttoyoursocialmediamarketingefforts?Why?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.ScopeofWorkforSMP:Saturdayby11PMET.

WEEKTHREE:May23-29SocialMediaandConsumerBehaviorTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlink

is:

https://uflcoj.adobeconnect.com/sm_capstone_hughes/

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Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.

Focuson• SocialMedia’sinfluenceonconsumerbehavior

ReadingsTopWaysthatSocialMediaInfluencesConsumerBehaviorbyElmerrajihttp://tcapushnpull.com/social-media-2/top-ways-that-social-media-influences-consumer-behavior/SocialMediaanditsImpactonConsumersBehaviorbyIoanashttp://www.ijept.org/index.php/ijept/article/view/Social_Media_and_its_Impact_on_Consumers_Behavior

• Note—toreadthispaper,clickthelinktodownloadthePDFunderthetext‘FULLTEXT”

DiscussiontopicIntheElmerajjiarticle(thefirstreadingfortheweek),theauthorshares4pointsabouthowsocialmediaisshapingthepurchasingdecision.Choose2ofthe4andsharehowthosepointswillaidyouindevelopingyourclient’sSocialMediaPlan,explainingwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETClientSituationAnalysisincludingthePlanGoalsandStrategies:Saturdayby11PMET.WEEKFOUR:May30-June5TheRulesofEngagementFocuson

• Permissionvs.InterruptionMarketing• RulesofEngagement• EthicsofSocialMedia

Readings/Viewing

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TheRulesofSocialMediaEngagementB.Solishttp://www.briansolis.com/2011/03/the-rules-of-social-media-engagement/PermissionMarketingvs.InterruptionMarketinghttps://www.youtube.com/watch?v=tT8GxfTSMiYClickingThroughtotheEthicsofSocialMediaTermsofService:ThreeCaseStudiesI.Raicuhttp://www.scu.edu/ethics/practicing/focusareas/technology/internet/terms-of-service.htmlUnavoidableEthicalQuestionsaboutSocialMediahttp://www.scu.edu/ethics/publications/submitted/social-networking.htmlDiscussionTopicFindaninstanceofanunethicalsocialmediaissueandshareitwiththeclass.Ifyouwerethesocialmediamanagerforthecompany/brandinvolved,whatwouldyournextstepsbetoaddresstheissue?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETSMPGoalsandStrategies:Thursdayby11PMET.OutlineofSMP:Saturdayby11PMET.SuggestedViewingUFPaneldiscussiononsocialmediaethicswithProf.ClayCalverthttps://www.youtube.com/watch?v=-A6bjrYfmpY______________________________________________________________________________WEEKFIVE:June6-12GoalsandStrategiesTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlink

is:

https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.

Focuson

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• SocialMediaPlanningCycle• SettingGoals• EstablishingStrategies• CallToAction

ReadingsAStepbyStepGuidetoCreatingaSocialMediaStrategyHootsuiteUhttp://blog.hootsuite.com/guide-to-creating-a-social-media-strategy/HowtoSetMeasureableGoalsforYourSocialMediaMarketingD.Praegerhttp://unbounce.com/social-media/how-do-you-measure-your-social-media-marketing/UseSMARTGoalstoSetYourSocialMediaStrategyG.Moranhttp://marketingthink.com/use-smart-goals-get-social-media-strategy-shape/DiscussiontopicChooseasocialmediachannelusedbyoneofyourfavoritecompaniesorbrands.SharehowyouareseeingtheyusetheSMARTgoalsettingprocessintheiruseofthatsocialmediachannel.Then,explainhowYOUwillusetheSMARTgoalsettingprocessinyourclient’sSocialMediaPlan.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETSMPRoughDraftSaturdayby11PMET.______________________________________________________________WEEKSIX:June13-19TheTargetAudienceFocuson

• Theoptimaltargetaudience• Wherearetheyonline?• Whatdotheytalkabout?• AreMillennials“different”?

Readings/ViewingsMillenialsonSocialMediahttps://www.youtube.com/watch?v=GClGJDarUxAFindingYourAudienceonSocialMedia

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http://www.marketingdonut.co.uk/marketing/internet-marketing/social-media-and-online-networking/finding-your-audiences-on-social-mediaDiscussiontopicFindanarticleonhowMillennialsareusingsocialmedia;sharethatlink/articlewiththeclassandexplainhowyouwillapproachtheMillennialtargetaudienceinyourplanandwhy.(Or,ifyourplanwilldoesnottargetMillennials,explainthatandwhynot!)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETFinalSocialMediaPlan:Saturdayby11PMET.__________________________________________________________________________WEEKSEVEN:June20-26IndividualConsultationsasNeededFocuson

• Yourclientplan• IndividualupdateswithProf.Hughes(thesewillbeconductedviaAdobe

Connectbyappointment.)DiscussionTopicRead“TheQuestionsSocialMediaManagersShouldAsk”locatedat:http://sproutsocial.com/insights/social-media-managers-clients/Ofthepointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimportanttoyourCapstoneSocialMediaPlanclient?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET_______________________________________________________________________WEEKEIGHT:June27-July3BenefitsofSocialMediaMarketingFocuson

• TheBenefitsofSocialMediaMarketingReadingsTheTopBenefitsofSocialMediaMarketing

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http://www.pamorama.net/2013/06/30/the-top-benefits-of-social-media-marketing-infographic/DiscussiontopicRead“TheTopTenBenefitsofSocialMediaMarketing”locatedat:http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/Ofthetenpointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimpactyourCapstoneSocialMediaPlan.Willtheybeapositiveoranegativeimpact?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKNINE:July4-10PeerDraftPlanReviewFocuson

• ReviewofpeerSocialMediaPlanasassignedbyProf.HughesDiscussiontopicReadtheHarvardBusinessReviewarticleWhat’sYourSocialMediaStrategylocatedhere:https://hbr.org/2011/07/whats-your-social-media-strategyOnthelefthandsideofthepageyouwillagreyboxtitledUnderstandingYourCurrentSocialMediaStrategy:AQuiz.Takethequizforyourclient’sandyourCapstoneSocialMediaPlan.SharewithusyourDominantApproachasshownbythequizresultsandexplainwhether,inthatview,youareusingthestrategythatbestsuitsyourclient’sresourcesandgoalsorifyouseeachangeisneeded.Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.EmailyourSMPtoyourassignedreviewerby11PMETMonday,Oct19.PeerReviewedSMP:emailedbacktoauthorandpostedinAssignmentstabSunday,Oct25by11PMET.

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WEEKTEN:July11-17IndividualConsultationsasNeededFocuson

• Yourclientplan• IndividualupdateswithProf.Hughes(ConductedviaAdobeConnect.)• PresentationofyourPlanReviewwithProf.HughesduringyourIndividual

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ReadingTheNewConversation:TakingSocialMediaFromTalktoActionTheHarvardBusinessReviewhttps://hbr.org/resources/pdfs/tools/16203_HBR_SASReport_webview.pdfDiscussiontopicReadHowToFireBackatanAngryCustomeronSocialMediaP.Glascaathttp://www.entrepreneur.com/article/237196PleasediscusshowyouandyourclientcanbestdealwithangrycustomersornegativepostsonyourSocialMediaplatforms?Planreview:Saturdayby11PMET(DuringIndividualConsultations.)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKELEVEN:July18-24BeginningtoWrapUp—EvergreenContentDueTherewillbeatleasttwoliveclassesthisweek,withthefirstonMondayat7pmET.

TheAdobeConnectlinkis:

https://uflcoj.adobeconnect.com/sm_capstone_hughes/Youwillhave15minutestopresentyourfinalSMPtoyourclassmatesduringoneoftheclasssessionsthisweek.PleaseplanonattendingatleastONEoftheotherclassesthisweekasyouwillbejoiningyourclassmatesastheypresenttheirfinalSMP.

Theclasseswillberecorded.Atleastonemoreadditionalclasswillbescheduled.

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• Duringtheseliveclasses,youwillbepresentingyourCapstoneSocialMediaPlantoProf.Hughesandthoseclassmateswhoattend.ForthispresentationyoumayusePowerPoint,Prezi,aWordpresstypeofwebprogramorotherappropriatesoftware.

• PleaseuploadyourpresentationtoCanvasundertheAssignmentstabasabackupincasethereareissueswiththeCanvasclassroom.

Focuson• FinalizingyourSocialMediaCapstoneSocialMediaPlan• FinalizingtheEvergreenSocialMediaContentmaterialsandcalendar

Readings/ViewingsHowToPitchSocialMediaR.Bouchezhttp://inovediamarketing.wordpress.com/2012/09/01/how-to-pitch-social-media-a-new-client-presentation-outline-for-digitial-marketers/TenSuperbSocialMediaPresentationsC.Lakehttps://econsultancy.com/blog/3982-10-superb-social-media-presentationsNoDiscussiontopicthisweek.EvergreenContentCalendarandcontentforonemonthafterclassends:Saturdayby11PMET._______________________________________________________________________WEEKTWELVE:July25-31ClassCapstoneSocialMediaPlanPresentationsFocuson

• SubmityourCapstoneSocialMediaPlanlearningstoProf.HughesundertheAssignmentstabinCanvasbySaturday,11pmEST.ForthispresentationyoumayusePowerPoint,Prezi,aWordpresstypeofwebprogramorotherappropriatesoftware.(ThisisNOTalivepresentation…itisjustusingpresentationformatsoftware.)

Thereisnohomeworkordiscussiontopicthisweek.Sunday:givebigsighofrelief.