Digital Marketing

Class materials: June 19 – 23

Tuesday

Differences between traditional and digital marketing.
Owned, earned, and paid media.

LECTURE NOTES – WEEK 1 TUESDAY – Introduction to internet marketing (PDF)

In-class exercise: Owned, earned and paid media

READ, WATCH, LISTEN:

Dave Chaffey: Defintions of eMarketing versus Internet versus Digital Marketing (what is the difference and does it matter?)

The Information Age to the Networked Age: Are you Network Literate? (Reid Hoffman, LinkedIn)

Seth Godin: Permission Marketing Chapters 1-4 (free in return for your email address)

Dave Chaffey: The difference between paid, owned and earned media – 5 viewpointsIAB Canada presents a model in social media: PAID. OWNED. EARNED. (Infographic pdf)

Tim Leberecht: 3 ways to (usefully) lose control of your brand (Ted talk)

Thursday

Social media and authentic customer engagement

LECTURE NOTES – WEEK 1 THURSDAY Social media (PDF)

READ, WATCH, LISTEN:

6 Research Tactics to Drive Social Media Success (Jay Baer. Smart Insights. 2015)

Soren Gordhamer (Mashable) 4 Ways Social Media is Changing Business

Pay to play: the end of free social media marketing? (David Moth, The Guardian, September 2014)

The Rules of Social Media (series from Fast Company)

Conducting a Social Media Audit (Keith Quesenberry, Harvard Business Review, November 2015)

Social Media Strategy in 8 steps (Jay Baer. Convince & Convert)

Demographics of key social media sites: Facebook, Twitter, Instagram, Pinterest, LinkedIn (Pew Research. 2016)

How Hashtags Work on Twitter, Instagram, Google Plus, Pinterest, Facebook, Tumblr, and Flickr (Ann Smarty, Moz. February 2015)

Seth Godin on Social Networking

Kevin Allocca: Why videos go viral