Digital Marketing, Social Networks and Web 2.0

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– Design a good search engine program.
– Differentiate buyer prototypes.
– Create content especially aimed at buyers.
– Publish content in the online format that best suits your sector, podcasts, blogs, the

• 1

• 6

  weeks

TOPIC 1. OLD RULES OF MARKETING AND PUBLIC RELATIONS
1. Introduction
2. Advertising as a financial niche of useless resources
3. One-way interruption marketing
4. Old marketing rules
5. Public relations and the press
6. The media still matters
7. Press releases
8. Old rules of public relations
9. Ignore the old rules of the game
TOPIC 2. NEW RULES OF MARKETING AND PUBLIC RELATIONS
1. The Long Tail Theory
2. The importance of content
3. New norms of marketing and public relations
4. Affinity between marketing and public relations on the Web
TOPIC 3. BUYERS
1. Introduction
2. Adequate marketing in the face of a new world to explore
3. Let the world know you
4. What information does the consumer demand?
5. Buyer prototype
6. The key is to think like an editor
7. Be direct when telling your company story
8. Let content motivate action
9. Content positions a company as an idea leader
TOPIC 4. THE AUDIENCE TO WHICH SOCIAL MEDIA ARE ADDRESSED
1. Introduction
2. Social media
3. Job search on social networks
4. Are blogs valuable places?
5. Participate in online forums
6. The place it occupies in the forums
7. Wikis
TOPIC 5. TELL YOUR STORY TO MILLIONS OF FOLLOWERS THROUGH BLOGS
1. Introduction
2. Blog basics
3. Understand blogs
4. The uses of blogs
5. Research blogs
6. Intervene in blogs
7. Work with bloggers who talk about you
8. Access bloggers
9. The power of blogs
TOPIC 6. MOTIVATE ACTION WITH AUDIO AND VIDEO
1. Introduction
2. Digg
3. Stand out from the rest
4. Audio content on the Web
5. Control returns to the musicians
6. Grammar girl
TOPIC 7. THE NEW RULES FOR PRESS RELEASES
1. Introduction
2. Press releases on the Web
TOPIC 8. THE WEB AFFECTS US ALL
1. Introduction
2. Monitor the viral explosion on blogs
3. Make available to the world
4. What can you give away to create global outreach?
5. Viral enthusiasm
6. Explosive news. The best option for viral marketing
TOPIC 9. THE CONTENTS ON THE WEB
1. Introduction
2. Political advocacy on the Web
3. What successful websites focus on
4. Expand borders
5. Tie everything together with content
6. Create websites
TOPIC 10. CREATE YOUR OWN MARKETING AND PUBLIC RELATIONS STRATEGY
1. Introduction
2. Establish company objectives
3. Buyer prototypes
4. Buyer prototype profiles
5. Approach management positions
6. How important is it to establish buyer prototypes?
7. Buyer jargon
8. What do you want consumers to think of your company?
9. Reach buyers
10. Obama, the example to follow
TOPIC 11. ONLINE CREDIBILITY
1. Introduction
2. How will we develop market-leading content?
3. Create interesting content
4. The power of information
5. Other expert leaders
TOPIC 12. COMMUNICATION WITH BUYERS
1. Introduction
2. How did we get to this?
3. Write effectively
TOPIC 13. THE PURCHASE PROCESS INFLUENCED BY WEB CONTENT
1. Introduction
2. Classify buyers
3. Main mechanisms of your website aimed at buyers
4. Target a specific niche via RSS feeds
5. Link content to the sales cycle directly
6. Some more considerations
7. Open Source Marketing Model
TOPIC 14. MARKETING ON SOCIAL NETWORKS
1. Introduction
2.Facebook
3.MySpace
4. Twitter
5. Personal promotion on social networks
6. Take care of the relationship with your fans
7. The right social network for your brand
8. Covering all social networks is impossible
9. Make the most of social media
10. Take the initiative
TOPIC 15. REACH BUYERS THROUGH THE BLOG
1. Introduction
2. Bloggers
3. Blogging Guide
4. Basic principles of the blog
5. Decorate your blog
6. Create an audience
7. Labels
TOPIC 16. INTRODUCTION TO VIDEO AND POSCASTING
1. Introduction
2. The video
3. Flip cameras
4. Our first steps with the video
5. Podcasting
6. Your podcast is my audio
TOPIC 17. REACH BUYERS DIRECTLY USING PRESS RELEASES
1. Introduction
2. What strategy will we develop?
3. Distribution services to publish press releases
4. Keywords and phrases used by the buyer
5. Include appropriate social media tags
6. What is important for the media is also important for their clients
TOPIC 18. THE ONLINE PRESS ROOM
1. Introduction
2. Your online newsroom and search engines
3. Recommended skills in the press rooms
4. Aimed at journalists, clients, bloggers and employees
5. RSS feeds in your online newsroom
TOPIC 19. USING THE NEW RULES TO REACH THE MEDIA
1. Introduction
2. Messages sent in a general way are Spam
3. Relations with the media have new rules
4. Blogs in relations with the media
5. Dissemination of ideas
6. How do we reach the media?
TOPIC 20. SEARCH ENGINE MARKETING
1. Introduction
2. Be first in Google results
3. Optimize the search engine
4. The long tail of searches
5. Originality
6. Motivate action through web landing pages
7. In a divided market, what does search engine marketing look like?
TOPIC 21. FINAL CONSIDERATIONS
1. Reject what you are not interested in and get help for what you need
2. What should you ask an agency?
3. Legal Department
4. Incorporate a journalist into the company team
5. Coworkers and your boss

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• 6

  weeks