Digital Marketing

Class materials: October 29 – November 2

Monday

Measuring success on social media
Paid media on social
Assignment 1 activity – attendance required

LECTURE NOTES – WEEK 2 MONDAY Social media measurement / Paid media (PDF)

READ, WATCH, LISTEN:

Social Listening: What it is, Why You Should Care, and How to Do it Well (Hootsuite)

Facebook Advertisers Complain Of A Wave Of Fake Likes Rendering Their Pages Useless (Business Insider. February 2014)

A day in the life of a social media manager (Kevan Lee, Buffer Social, September 2014)

Five Shifts to Fix your Social Media Metrics (Jay Baer)

Measuring your social media ROI (Graham Gullans, Advertising Age. April 2016)

What’s the value of a Like? (John et al, Harvard Business Review, March/April 2017)

Internet Video Views is a 100% bullshit metric (Kevin Baker. Gawker. May 2016)

Data not seen: the uses and shortcomings of social media metrics (Nancy K. Baym, First Monday Vol 18 No 10, October 2013)

Beginner’s Guide to Social Media Metrics (Hootsuite) – register for this document for an overview of measuring:
Mentions
Sentiment
Reach and Exposure
Engagement
Share of Voice
Audience Growth Rate
Influence

Twitter Analytics Dashboard (from Twitter)

Facebook Page Insights (from Facebook)

Google Analytics: Social Reports Overview (LinkedIn Training)

Social media advertising: the complete guide (Hootsuite, 2016)

Everything you need to know about the hidden ways Facebook ads target you (Vice, April 2018)

Facebook Pixel Tutorial and Walkthrough (Tod Maffin, 2015)

Tuesday

eMail marketing
Assignment 1 activity – attendance required

LECTURE NOTES – WEEK 2 TUESDAY eMail (PDF)

READ, WATCH, LISTEN:

eMail marketing statistics 2017 (Dave Chaffey, Smart Insights)

15 of the best eMail marketing campaigns you’ve ever seen (Hubspot, August 2016)

eMail Marketing FAQ – very good set of documents on how to avoid spamming when using bulk email (from the Spamhaus Project)

Fast Facts – Canada’s Anti-Spam Legislation (Government of Canada)

Anti-Spam Toolkit – Canadian Chamber of Commerce

A Digital Marketer’s Guide to Canada’s Anti-Spam Law “CASL” (DMA)

3 things to think about when sending messages (Government of Canada)

What does a CASL-compliant email look like? (Kristopher Morrison, canadaOne)

Do’s and Don’ts of eMail Marketing (Google Small Business)

Content marketing strategy sessions: eMail marketing tips (Content Marketing Institute)