IAB Canada Intensive, One-Day Course in Social Media Marketing and Web 2.0

Course Outline

Industry Overview: Social Media and Web 2.0

• Web 2.0 Defined
• Social Media Defined
• The Difference Between Web 1.0 and Web 2.0
• Usage Stats: In Canada, and Across The Globe

How did Social Media Happen?

• General Trends That Led to Web 2.0, Social Media
• Understanding The New “One-To-Many” Conversation
• The Editorial vs. Advertising Paradigm Within Web 2.0 and Online Social Media Marketing Vehicles
• The Impact Of Doing Nothing
• How Marketers Have Reacted So Far
• Opportunities Going Forward

Online Social Networks

• Defining Social Networks: The New Portals?
• Vertical and Niche Opportunities Within Online Social Networks
• Finding and Following “Tribes” in Online Social Networks
• Examples of Marketers Embracing The Space
• Benchmarks For Success

Really Simple Syndication (RSS)

• Defining RSS
• The Power of RSS
• Syndicating Content
• Syndicating Advertising
• The Difference Between RSS and E-mail Marketing
• Examples of Marketers Embracing The Space
• Benchmarks For Success

ROI in Social Media

• Considerations When Developing A Social Media / Web 2.0 Budget
• Selling It Through To Higher Ups and Throughout the Organization

Tags and Tagging

• Defining Tags
• Organizing Information: Hierarchical vs. Tagging
• How del.icio.us Works
• How Tagging Helps Get Content Viewed
• Internal Tagging
• Leveraging “Cloud” Tags

Consumer Generated Content (CGC)

• Defining CGC
• Understanding the CGC Conversation
• Enabling Consumers To Live Your Brand
• Examples of Marketers Embracing The Space
• Benchmarks For Success

Blogs

• Defining Blogs, Blogging
• Monitoring and Analyzing Blogs
• Corporate Blogging
  • Finding Your Company’s Blog Voice
  • Choosing Your Company’s Blog Platform
  • Joining The Conversation
• Examples of Marketers Embracing The Space
• Benchmarks For Success
• Additional Considerations
  • Splogs – Spam Blogs
  • Flogs – Fake Blogs

Podcasting

• Defining Podcasting
• Audio vs. Video
• Examples of Marketers Embracing The Space
• Benchmarks For Success

Wikis

• Defining Wikis
• The Wiki As A Marketing Channel
• Examples of Marketers Embracing The Space
• Benchmarks For Success

Virtual Worlds

• Defining Virtual Worlds
• Examples of Marketers Embracing The Space
• Benchmarks For Success
  • Case Studies From Second Life
• Next-Generation Web-Browsing