Marketing en Redes Sociales Proyecto Final from Coursera

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Syllabus

Bienvenida

En este módulo conocerás en qué consiste el proyecto final, en el cual asumirás que eres parte de una agencia de estrategia digital a la que se le han asignado dos nuevos clientes, uno es una empresa multinacional y el otro es un negocio local. Sin embargo, ambos requieren de una estrategia de mercadotecnia con redes sociales, por lo que es momento de que aportes tus conocimientos y los asesores. Debes de elegir a una de las empresas y llevar a cabo tu recomendación. ¡Te deseamos mucho éxito!

Explicación de la empresa y su situación actual

En este módulo conocerás a qué se dedican las empresas que son los clientes de la agencia y también a sus ejecutivos, quiénes presentarán personalmente sus antecedentes y a lo que se enfrentan actualmente. Carlos presentará a Panduit, mientras que Francisco presentará a Alas. Una vez que conozcas a ambas empresas, es momento de que selecciones a la que desees asesorar.

Objetivos

En el módulo anterior conociste a las empresas participantes y sus ejecutivos mencionaron su situación actual, por lo que para este módulo ya debes de haber seleccionado a una de las empresas y debes de comenzar a elaborar tu matriz de Objetivos considerando las 5’s y asegurándote de que sean SMART. Recuerda que los objetivos de esta estrategia deben de estar alineados a los de la empresa y es posible que no sea realista llevarlos todos a cabo por diferentes circunstancias. Por lo tanto, de la lista de objetivos que realices deberás también de recomendar cuáles serían prioritarios y qué indicadores clave se deben de considerar.

La estrategia

Como recordarás, la estrategia es el camino que enlaza la situación de la empresa con los objetivos, es decir, la forma en cómo la empresa llegará a esos objetivos que se ha planteado. En este caso, tanto Panduit como Alas tienen sus propios objetivos y es necesario que les asesores en cómo llegar a ellos considerando que en el módulo anterior ya los definiste y también los jerarquizaste. En este momento es cuando debes de considerar el modelo PRACE para ayudarte a definir la estrategia en cada etapa en la que se encuentre la audiencia. Es también importante que ayudes a definir para tu cliente cómo y cuál herramienta consideras útil para hacer la escucha activa en medios sociales y cómo debe de utilizar esta información.

Tácticas

Las tácticas son las ejecuciones que se llevarán a cabo para desarrollar la estrategia, es decir, son todos los pasos y elementos que se van a accionar. En esta sección, se consideran los segmentos meta y por lo tanto el contenido que se le va a entregar a cada segmento dependiendo de su ciclo de vida. También se definen los formatos y las plataformas de redes sociales más adecuadas de acuerdo a las preferencias de la audiencia. El desarrollo de “Personas” es importante debido a que estas te permitirán definir las tácticas de una forma más cercana. El formato PRACE también es un elemento importante que debes utilizar para las tácticas que vas a sugerir y es en donde debes de contemplar los indicadores clave que seleccionaste o definiste en la sección de objetivos.

PRACE

Después de este módulo, podrás explicar PRACE, el cuál es el formato que te permite establecer acciones directas en cada una de las fases en las que se puede encontrar la audiencia. Por lo tanto, es vital que estos elementos estén plasmados en la recomendación para el cliente.

Acciones

En este módulo, conocerás los retos a los que se enfrenta tu cliente y es en donde vas a poder revisar si las partes en las que has trabajado están alineadas. En esta sección, te enfocarás en la estrategia de comunicación y los recursos que necesitas para que las tácticas se puedan ejecutar. Recuerda que debes de considerar un calendario editorial, una propuesta de plataformas a utilizar y la frecuencia de contenido para cada plataforma. Esto debe de estar justificado, recuerda que la audiencia puede estar en un ciclo de vida distinto, por lo que tus sugerencias deben de considerar los ciclos de vida y las “personas.” Tus sugerencias deben de tener en consideración tanto la interacción como la forma de enganche entre el usuario y la marca.

Control

En este módulo harás una recomendación en dónde el cliente debe de comprender qué herramientas son las que pueden ayudarle a medir los indicadores que seleccionaste en la etapa de definición de objetivos y que son retomados en la parte de tácticas. También es importante que menciones como se deben de utilizar las métricas o indicadores que se van a monitorear para optimizar la operación y aprender de los resultados que se obtendrán una vez llevada a cabo la estrategia.

Cierre

¡Felicidades! Has concluido el proyecto final de Mercadotecnia con Redes Sociales. A lo largo de este proyecto, seguramente te habrás enfrentado a dudas, limitación en la información y quizá otros obstáculos, pero esto es muy similar a la realidad, en dónde los clientes o los directivos en ocasiones tampoco están conscientes o completamente claros de lo que desean y tampoco conocen el ambiente en el que se desenvuelven. Por lo tanto, es necesario tomar decisiones y presentar lo que consideras para obtener la retroalimentación del cliente o de los ejecutivos. Lo que has aprendido en este curso y sobre todo, aterrizado en el proyecto final, seguramente te servirá para enfrentar los retos que enfrentes en los proyectos en los que te involucres que estén relacionados con estrategias y ejecuciones de mercadotecnia con redes sociales, por lo que te deseamos mucho éxito. Recibe nuestros mejores deseos y felicitaciones.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores fundamentos del marketing en redes sociales para profesionales B2B

Desarrolla una estrategia integral de marketing en redes sociales considerando objetivos, tácticas y medición

Proporciona una visión práctica con ejemplos de estrategias para empresas multinacionales y locales

Incluye apoyo de expertos y colaboración entre alumnos para enriquecer el aprendizaje

Requiere conocimientos previos en marketing y redes sociales

El enfoque B2B puede limitar la aplicabilidad para otros tipos de empresas

Reviews summary

Social media marketing capstone project

This course provides a comprehensive overview of social media marketing and culminates in a capstone project. It is suitable for students and professionals who want to enhance their understanding of social media marketing strategies and their practical implementation.

Knowledgeable professors provide clear and engaging lessons.

"Excelente curso introductor a Marketing en Redes Sociales."

"Los modulos dado por el tutor son exceletes..."

In-depth coverage of social media marketing concepts and tools.

"Excelente compendio de herramientas para entender el marketing en redes sociales desde su origen y comprender todas las técnicas que le acompañan."

"Muy buen curso, solo le falta actualizar un poco de los artículos."

Hands-on project simulates real-world scenarios and challenges.

"El proyecto es un buen ejercicio de práctica."

"Es la parte integradora y puesta en práctica de todos los conocimientos adquiridos a través del curso."

Project completion can be delayed due to inconsistent peer review schedules.

"El curso es muy bueno sin embargo las instrucciones para los proyectos no son claras... el hecho de que te tengan que calificar compañeros te hace correr el riesgo de que tarden en calificarte y retrasar el termino del curos."

Certain content and links are outdated.

"Buenas tardes, realicé el curso... los temas y ejemplos están muy viejos, es importante actualizar los contenidos."

"Considero que los temas son muy interesantes y es un tema de actualidad que esta tomando cada día más poder. Por lo tanto, es necesario que ustedes presenten una actualización urgente de los temas porque en realidad hay cosas muy desactualizadas."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing en Redes Sociales Proyecto Final with these activities:

Revise Marketing Concepts

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Reinforce your understanding of key marketing concepts to prepare for the course content.

View Dirección de Marketing on Amazon

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Read the assigned chapters from the textbook.
Take notes on the key concepts and their applications.
Summarize the main takeaways from each chapter in your own words.

Social Media Marketing Resource Hub

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Compile a collection of valuable resources, tools, and templates to support your marketing efforts.

Browse courses on Digital Marketing Tools

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Identify and gather relevant resources from various sources.
Organize the resources into categories or topics.
Create a shareable document or online hub for easy access.

Industry Trends and Best Practices

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Stay up-to-date on the latest industry trends and best practices to inform your marketing strategies.

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Follow industry blogs and publications.
Attend webinars and online conferences.
Connect with professionals in the field.

Four other activities

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Social Media Analytics Exercises

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Enhance your data analysis skills by practicing with real-world social media data.

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Use social media analytics tools to collect data from different platforms.
Analyze the data to identify key metrics and trends.
Generate reports and dashboards to visualize the data.

Marketing Discussion Forum

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Engage with fellow students and share insights on marketing concepts and case studies.

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Participate in online discussions.
Provide feedback on others' ideas.
Gain different perspectives on marketing challenges.

Develop a Marketing Plan

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Apply your knowledge of marketing concepts to create a comprehensive marketing plan for a real-world business.

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Define the target audience and market segments.
Conduct a competitive analysis.
Develop a marketing strategy aligned with business objectives.
Create a marketing budget and timeline.
Monitor and evaluate the effectiveness of the plan.

Social Media Marketing Campaign Proposal

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Demonstrate your understanding of social media marketing by creating a proposal for a targeted campaign.

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Identify the target audience for the campaign.
Set specific and measurable campaign goals.
Develop a creative and engaging content strategy.
Outline the budget and timeline for the campaign.
Evaluate the potential impact and ROI of the campaign.

Career center

Learners who complete Marketing en Redes Sociales Proyecto Final will develop knowledge and skills that may be useful to these careers:

Social Media Analyst

A Social Media Analyst is responsible for analyzing and interpreting data to help a company understand how its social media strategies are performing. They may also be responsible for developing and implementing new social media campaigns. This course can help you become a Social Media Analyst by providing you with the skills and knowledge you need to analyze and interpret data, and to develop and implement effective social media campaigns. You will also learn about the different social media platforms and how to use them to reach your target audience.

See salaries and explore the career path for Social Media Analyst

Social Media Manager

A Social Media Manager is responsible for overseeing a company's social media strategy. They may be responsible for developing and implementing social media campaigns, managing a team of social media specialists, and tracking and analyzing data to measure the success of social media efforts. This course can help you become a Social Media Manager by providing you with the skills and knowledge you need to develop and implement effective social media campaigns, manage a team of social media specialists, and track and analyze data. You will also learn about the different social media platforms and how to use them to reach your target audience.

See salaries and explore the career path for Social Media Manager

Social Media Coordinator

A Social Media Coordinator is responsible for managing a company's social media presence. They may be responsible for creating and posting content, responding to comments and messages, and running social media campaigns. This course can help you become a Social Media Coordinator by providing you with the skills and knowledge you need to create and post engaging content, respond to comments and messages, and run successful social media campaigns. You will also learn about the different social media platforms and how to use them to reach your target audience.

See salaries and explore the career path for Social Media Coordinator

Content Marketing Strategist

A Content Marketing Strategist is responsible for developing and implementing content marketing strategies for clients. They may be responsible for creating and posting content, managing social media accounts, and running email marketing campaigns. This course can help you become a Content Marketing Strategist by providing you with the skills and knowledge you need to create and post engaging content, manage social media accounts, and run email marketing campaigns. You will also learn about the different content marketing channels and how to use them to reach your target audience.

See salaries and explore the career path for Content Marketing Strategist

Marketing Analyst

A Marketing Analyst is responsible for tracking and analyzing data to measure the success of marketing campaigns. They may be responsible for conducting market research, analyzing customer data, and developing marketing reports. This course can help you become a Marketing Analyst by providing you with the skills and knowledge you need to track and analyze data, conduct market research, and develop marketing reports. You will also learn about the different marketing analytics tools and how to use them to measure the success of marketing campaigns.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

A Digital Marketing Manager is responsible for overseeing a company's digital marketing strategy. They may be responsible for developing and implementing digital marketing campaigns, managing a team of digital marketing specialists, and tracking and analyzing data to measure the success of digital marketing efforts. This course can help you become a Digital Marketing Manager by providing you with the skills and knowledge you need to develop and implement effective digital marketing campaigns, manage a team of digital marketing specialists, and track and analyze data. You will also learn about the different digital marketing channels and how to use them to reach your target audience.

See salaries and explore the career path for Digital Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for implementing digital marketing campaigns for clients. They may be responsible for creating and posting content, managing social media accounts, and running email marketing campaigns. This course can help you become a Digital Marketing Specialist by providing you with the skills and knowledge you need to create and post engaging content, manage social media accounts, and run email marketing campaigns. You will also learn about the different digital marketing channels and how to use them to reach your target audience.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Strategist

A Social Media Strategist is responsible for developing and implementing social media strategies for clients. They may be responsible for conducting social media audits, developing social media content, and tracking and analyzing data to measure the success of social media campaigns. This course can help you become a Social Media Strategist by providing you with the skills and knowledge you need to develop and implement effective social media strategies, conduct social media audits, and develop social media content. You will also learn about the different social media platforms and how to use them to reach your target audience.

See salaries and explore the career path for Social Media Strategist

Social Media Specialist

A Social Media Specialist is responsible for implementing social media marketing campaigns for clients. They may be responsible for creating and posting content, managing social media accounts, and running social media ads. This course can help you become a Social Media Specialist by providing you with the skills and knowledge you need to create and post engaging content, manage social media accounts, and run social media ads. You will also learn about the different social media platforms and how to use them to reach your target audience.

See salaries and explore the career path for Social Media Specialist

Digital Marketer

A Digital Marketer is responsible for implementing digital marketing campaigns for clients. They may be responsible for creating and posting content, managing social media accounts, and running email marketing campaigns. This course can help you become a Digital Marketer by providing you with the skills and knowledge you need to create and post engaging content, manage social media accounts, and run email marketing campaigns. You will also learn about the different digital marketing channels and how to use them to reach your target audience.

See salaries and explore the career path for Digital Marketer

Marketing Manager

A Marketing Manager is responsible for overseeing a company's marketing strategy. They may be responsible for developing and implementing marketing campaigns, managing a team of marketing specialists, and tracking and analyzing data to measure the success of marketing efforts. This course can help you become a Marketing Manager by providing you with the skills and knowledge you need to develop and implement effective marketing campaigns, manage a team of marketing specialists, and track and analyze data. You will also learn about the different marketing channels and how to use them to reach your target audience.

See salaries and explore the career path for Marketing Manager

Brand Manager

A Brand Manager is responsible for overseeing a company's brand. They may be responsible for developing and implementing brand strategies, managing a team of brand specialists, and tracking and analyzing data to measure the success of brand efforts. This course can help you become a Brand Manager by providing you with the skills and knowledge you need to develop and implement effective brand strategies, manage a team of brand specialists, and track and analyze data. You will also learn about the different branding techniques and how to use them to build a strong brand.

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Communications Manager

A Communications Manager is responsible for overseeing a company's communications strategy. They may be responsible for developing and implementing communications campaigns, managing a team of communications specialists, and tracking and analyzing data to measure the success of communications efforts. This course can help you become a Communications Manager by providing you with the skills and knowledge you need to develop and implement effective communications campaigns, manage a team of communications specialists, and track and analyze data. You will also learn about the different communications channels and how to use them to reach your target audience.

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Marketing Consultant

A Marketing Consultant is responsible for providing marketing advice to clients. They may be responsible for developing and implementing marketing strategies, conducting marketing research, and tracking and analyzing data to measure the success of marketing campaigns. This course can help you become a Marketing Consultant by providing you with the skills and knowledge you need to develop and implement effective marketing strategies, conduct marketing research, and track and analyze data. You will also learn about the different marketing channels and how to use them to reach your target audience.

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Public relations manager

A Public Relations Manager is responsible for overseeing a company's public relations strategy. They may be responsible for developing and implementing public relations campaigns, managing a team of public relations specialists, and tracking and analyzing data to measure the success of public relations efforts. This course can help you become a Public Relations Manager by providing you with the skills and knowledge you need to develop and implement effective public relations campaigns, manage a team of public relations specialists, and track and analyze data. You will also learn about the different public relations techniques and how to use them to build a positive reputation for your company.

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