SOCIAL MEDIA MARKETING IN RETAIL (ADGG075PO)

Learn about Web 2.0, the Community Manager role, organic SEO, digital marketing and 2.0 communication and advertising tools.

1. INTRODUCTION TO WEB 2.0.
1.1. History of the internet.
1.2. Origins of Web 2.0.
1.3. Characteristics of social networks.
1.4. Social media user profile.
1.5. Brands on Web 2.0.
1.6. Where Web 2.0 is heading.
1.7. The Cluetrain Manifesto.
2. THE COMMUNITY MANAGER.
2.1. What is a Community Manager?
2.2. Characteristics of the Community Manager.
2.3. Duties of the Community Manager.
2.4. A Community Manager's day-to-day work.
2.5. Responsibilities of the Community Manager.
2.6. Why a Community Manager is needed.
2.7. Tips for future Community Managers.
3. SOCIAL NETWORKS: TYPES AND USES (I).
3.1. Facebook.
3.2. Twitter.
3.3. LinkedIn.
4. SOCIAL NETWORKS: TYPES AND USES (II).
4.1. YouTube.
4.2. Flickr.
4.3. Foursquare.
4.4. Google+.
4.5. Other social networks: Vimeo, Pinterest, Instagram, Xing and Tuenti.
5. CONTENT CREATION. CREATING BLOGS.
5.1. Journalistic genres.
5.2. The media on the internet.
5.3. Website content.
5.4. Blogs.
5.5. Forums.
5.6. Content creation on social networks.
5.7. How do users behave in a web space?
5.8. On intellectual property.
6. SOCIAL MEDIA MEASUREMENT TOOLS.
6.1. Tools for several social networks.
6.2. Tools for Twitter.
6.3. Tools for Facebook.
6.4. Tools for Pinterest.
6.5. Tools for Google+.
6.6. Instagram tools.
7. STRATEGY FOR SUCCESS ON SOCIAL MEDIA.
7.1. What is our starting point?
7.2. What are our objectives?
7.3. Who is our target audience?
7.4. Which tools will we use?
7.5. How do we know if the social media strategy is working?
8. ANALYTICS: MEASURING AND INTERPRETING RESULTS.
8.1. Google Analytics.
8.2. Google Insights.
8.3. Facebook Insights.
8.4. YouTube Insights.
8.5. LinkedIn Insights.
9. WHAT IS SEO?
9.1. What is SEO?
9.2. A brief history of SEO.
9.3. We know what SEO is, but what is SEM?
9.4. Internet search engines.
9.5. Common SEO mistakes.
9.6. SEO tools.
9.7. SEO strategies.
10. INTRODUCTION TO DIGITAL MARKETING.
10.1. The concept of digital marketing.
10.2. Key ideas of digital marketing.
10.3. Applying the keys of direct marketing to digital marketing.
10.4. Advantages of digital marketing.
10.5. Commercial research as a key aspect of digital marketing.
10.6. Marketing becomes infinite on the internet.
10.7. One-to-one marketing.
10.8. Permission marketing.
10.9. Attraction marketing.
10.10. Retention marketing.
10.11. Referral marketing.
10.12. Digital marketing from the point of view of traditional marketing.
10.13. Characteristics of the internet that affect marketing.
10.14. Digital marketing and its contributions to traditional marketing.
10.15. Strategic lines and critical aspects of digital marketing.
10.16. Integrating the internet into the marketing strategy.
10.17. Key aspects of the digital marketing strategy.
10.18. The strategic marketing approach.
10.19. Criticism of digital marketing.
11. ELEMENTS OF DIGITAL MARKETING.
11.1. The product.
11.2. The product from the company's point of view.
11.3. The product from the buyer's point of view.
11.4. Price.
11.5. Pricing policies.
11.6. Payment methods.
11.7. Channels.
11.8. Channel support mechanisms: management services.
11.9. Promotion.
11.10. Banners.
11.11. Email.
11.12. Personalised messages.
11.13. Reviews and comments.
11.14. Target audiences of digital marketing.
11.15. Internet users.
11.16. The target audience in electronic commercial transactions.
11.17. Brand value and positioning on the internet.
12. STRATEGIC DIGITAL MARKETING TOOLS.
12.1. Identifying and segmenting the target audience.
12.2. Introduction.
12.3. The usefulness of segmentation.
12.4. Segmentation requirements.
12.5. Segmentation criteria.
12.6. Segmentation methods.
12.7. Applying segmentation when designing the commercial strategy.
12.8. Segmentation through communication.
12.9. Strength in affiliation.
12.10. Defining affiliate programmes.
12.11. Affiliate success stories.
12.12. The marketplace.
12.13. Foundations of marketplace success.
12.14. Characteristics of the marketplace.
12.15. Key aspects of the marketplace.
13. PERSONALISATION AND DIGITAL MARKETING.
13.1. Personalisation and customer service.
13.2. Keys to achieving personalisation.
13.3. Customisable products or services.
13.4. Customer service.
13.5. One-to-one marketing.
13.6. Steps in the one-to-one marketing process.
13.7. The most widely used tools in one-to-one marketing.
13.8. The consequences of one-to-one marketing.
13.9. CRM strategies.
13.10. Introduction to and definition of CRM strategies.
13.11. Components to consider in a CRM strategy.
13.12. Benefits of the CRM strategy.
13.13. Implementing CRM.
13.14. Key factors in CRM implementation.
13.15. How to ensure a successful CRM implementation.
13.16. Evaluation criteria.
14. ONLINE COMMUNICATION CAMPAIGNS.
14.1. Defining an integrated communication campaign.
14.2. Characteristics of the integrated campaign.
14.3. Effects of implementing an integrated online communication campaign.
14.4. Preparing the advertising brief as a starting point.
14.5. Eight essential ways to promote online.
14.6. 360º communication.
14.7. The communication process.
14.8. The 4F rule.
14.9. Information flow.
14.10. Functionality.
14.11. Feedback.
14.12. Loyalty.
14.13. Speed of response.
15. ONLINE ADVERTISING AND ITS EFFECTIVENESS.
15.1. Concepts and formats.
15.2. Introduction.
15.3. The concept of online advertising.
15.4. Online advertising formats.
15.5. Non-conventional online advertising formats.
15.6. Advertising media rates and prices.
15.7. Online advertising rates.
15.8. Advertising media prices.
15.9. Factors that improve banner success.
15.10. Investment data and advertising effectiveness.
15.11. Effectiveness of an advertising campaign.
15.12. Measuring advertising effectiveness on the internet.
15.13. Online advertising trends.