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Using proven concepts from relationship marketing and social selling, course participants will learn how to expand, delight and build trust with their communities. This module will expose you to the latest in social media campaign tactics and chat hosting to keep your audiences engaged. Find out how to excite your audiences through acknowledgement, involvement, fun and greater good stories while earning their trust through responsiveness, consistency and generous sharing.

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From persona pain point analysis, this module will demonstrate the techniques used in making content timely, relevant and useful to your audiences. This module will familiarize you with how to optimize your content for search-ability, mobile browsing and channel fit across your blog sites, social networks and website landing pages. Find out what experts do to ensure their content topics, titles and posts have the greatest opportunity for audience attention and talk-worthiness.

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This module will acquaint you with the role of branded content and pixel-based retargeting in providing your audiences a deeper familiarity with your brand. Learn how experts capitalize on the top-of-mind power of using branded apps, sponsored content and native advertising. Discover how retargeting and the building of proprietary audiences for email 2.0, messaging and push notifications can ensure the right messaging at the right time.

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Learn how successful entrepreneurs capitalize on transparency, shared values, empathy and authenticity in their blogs, podcasts and videos. Witness how they identify pain points, validate their expertise and tap into audience generated insights as a way to earn audience trust. Overall, this module will familiarize you with the process of creating trails of educational content that merit the attention of your first time audiences.

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The intent of this module is to familiarize students with best practices for validating their trusted authority as well as boosting their social networking endorsements. Students learn how to leverage professional content platforms and social networking groups (e.g., LinkedIn), webinars and live hangouts for building their referral networks. They also discover best practices in constructing content that that validates their trusted authority.

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This module will expose you to the latest in social, local and mobile (SoLoMo) technologies, messaging apps, chat bots, live broadcasting and complimentary decision aids that provide real-time help while incentivizing your prospects to try out your offerings. Find out how bottom-funnel prospects can be energized with carefully crafted FREEmiums, test trails and demos that minimize their purchase risk. Learn what types of content work best as a valid testimony of your competitive advantage.

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With nearly 1 billion websites accommodating blogs, entrepreneurs are greatly challenged with separated themselves from a sea of content clutter. This module will expose you to the concepts most effective in striking an emotional chord with your targeted audiences as a way to build likeability. Learn how successful social media users capitalize on content that inspires and entertains their communities. With so many platforms now lending themselves to visual storytelling, organizations are discovering the power of narratives in distinguishing their brands. Learn how successful stories find their sweet spot in themes and story arcs that resonate with their brand’s mark of distinction.

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This empirical study explores the effectiveness of humorous advertising viewed in 92 countries from a typology of nine humor types. The humor typology was derived inductively from humor theories and comic techniques adopted in the literature. From a large sample of commercials screened for humorous content and high performance metrics, an examination of incongruity, mockery and arousal mechanisms led to nine humor types subsequently evaluated for cross-cultural advertising appeal using Hofstede’s (2001) measures for power distance, individualism, masculinity and uncertainty avoidance. Overall, the study found that humor based on absurdity and surprise scored well on attention and likeability in almost all cultures. Cultures of high femininity and collectivism were the least impacted by humor. Aggressive humor such as put-downs and malicious joy scored far worse in nations of high power distance and collectivism. Finally, socially inappropriate humor such as unruliness performed better in cultures marked by high individualism and masculinity.

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