Social Media and Mobile Technology for

Communication Campaigns
For BA in Communication

Far Eastern University, Manila

By Luis G. Recto, MA

Consultation Schedule: Saturdays, 7pm onwards

Email: lrecto@feu.edu.ph or luisrecto16work@gmail.com

Today’s Agenda
August 28, 2021

Agenda What are we going to do? How long will this take? Is this graded?

Introduction “Imagine!” 30mins. Nah. Let’s establish a rel. ;)

House Rules Do’s and don’ts 20mins. Nope. But pay attention.

Discuss what to expect this

Course Outline 30 mins. Nope.
semester

• Social Media and Mobile

Technology: What’s the
Next Meeting 30 mins. Let’s see!
Diff?

• The Strategy Problem

Introductions
“Imagine your best day. How does it look like?”
House Rules
Do’s and Don’ts
House Rules
Do’s and don’t’s
Do
• Do come in class early. We’ll have a 10-minute grace period.

• Do create an optimal study/work space. Pick a spot in your house where you can clear space for your computer, notebooks and
whatever other tools you need. Most importantly, be sure to establish your working space where you have the most reliable
Internet connection.

• Do test your technology before the start of the class to ensure that they all function properly, including your monitor, headphones,
and microphone.

• Do check your visuals before the class or meeting to ensure your background is as neutral as possible and not a distraction.
Check that your camera to ensure you are in clear, straight view and that you are exhibiting good posture – head and shoulders on
the screen and sitting up straight.

• Do have water and a snack on standby. Online courses may not involve P.E. or running to your next class, but you may get hungry
and thirsty. Instead of getting up to grab a snack, put food and water next to you for easy access.

• Do use the mute function. In a busy virtual classroom, the mute function is your friend. Try staying muted during lectures and while
other students are asking questions.

• Do participate as much as possible. Ask questions, offer answers to class questions when prompted and take notes.

• Do use the chat feature responsibly. Use this space to ask for help, provide a quick answer or give feedback to a classmate’s
point.

• Do ignore outside online activities that may distract you from your class or meeting, such as social media websites, videos or
shopping. Block pop-ups and disable outside notifications during your class. BUT ——
House Rules
Do’s and don’t’s
Don't
• Don’t sit yourself around distractions. Study spaces should be away from tempting diversions like the TV, game console or a family
pet.

• Don’t snack without muting yourself first. Nobody wants to hear loud chewing noises. No matter the snack, go on mute before
taking a bite.

• Don’t turn off your camera for long periods of time or frequently to get up and go do things around your house/space.

• Don’t wait for the teacher to ask you to go on mute. If someone or something loud enters your study space, you’ll want to mute
yourself right away to avoid disturbing class.

• Don’t post links and memes in the chat. The classroom chat is not the place to socialize with your peers. Save funny videos,
memes and gifs for private messaging with your friends.

• Don’t blame late or missed assignments on technical issues. If you are experiencing technical difficulties, let you instructor know in
advance and try to find an alternative way of submitting your work.

• Don’t give up if you encounter a technical difficulty during a class, whether it be lost Internet connection or accidentally logging
out of a meeting. Make every effort to resume your attendance and participation in the class before informing your teacher of the
problem.
Course Outline
What you’ll learn
Course Outline Part 1

1. Introduction: Differentiating between Social Media and Mobile Technology Marketing

2. The Strategy Problem: What counts as a strategy and what doesn’t?

3. Finding Your Business Strategy

• Knowing who your brand is

• Defining the narrative statement

• Identifying emotional needs

• Creating the value statement

4. Defining Your Target Customers

• Identifying customer groups

• Creating customer persona

• Measuring customer lifetime value

• Quantifying customer loyalty

5. Researching About What Your Customers Want

• Keyword research to find audience needs and interests

• Using Google Trends and Customer Insights

• Social Media Listening

• Manual Audits

6. Identifying Business Goals and Build Processes

• Defining marketing goals

• Differentiating between engagement and acquisition


Course Outline Part 2

7. Creating the campaign message

• Strategic way-in 

• Creative way-in

8. Developing “The Plan”

1. Identifying social channels

• Platform roles

• Content buckets

• Content Angles

2. Identifying mobile channels

• Identifying tactics based on objectives and audiences

• SMS

• App or SuperApps

• Social Media Messengers

• Proximity or GPS

9. Measurement and Optimization

• Objective-based Analytics

• Data Visualization

• The Target Consumer Profile

WEEK PERIOD TOPIC FORMATIVE ASSESSMENT
1 Introductions
2 Social Media and Mobile Tech: Differentiation | The Strategy Problem
4 Finding the Business Strategy
5 YES
6 Defining the Target Customers
7 MIDTERMS YES
8 Researching About What Your Consumers Want
9 YES
10 Identifying Business Goals and Build Processes
YES
SUMMATIVE ASSESSMENT
11 Creating the Campaign Message
12 YES
13 Developing the Plan
14 FINALS YES
15 Measurement and Optimization
16 YES
17 SUMMATIVE ASSESSMENT
Next Meeting
August 28, 2021
 We will be discussing the following:

• Differentiating between Social Media and Mobile Technology Marketing

• The Strategy Problem: What counts as a strategy and what doesn’t?

Thanks for today!

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