Tag: Education

Why Reddit is Launching a Community-Driven Advertising School

With the sudden shift away from the classroom in many parts of the globe, billions are learning from home and left wondering whether the adoption of online learning will continue to persist post-pandemic. Platforms are rising to the occasion and offering resources and tools amidst the unknown future of the education market including Reddit.

In the spirit of helping those impacted boost their job skills, which could also help to facilitate more connections within the professional community, the platform is targeting younger demographics via a new online advertising school program titled, “r/Advertising School.”

A community-driven learning opportunity

Kicking off on June 1st and taking place weekly, classes of up to 50 students will gather with a teacher — director level or above — specializing in their area of expertise. The program encompasses a range of creative disciplines in the advertising space including art direction, copywriting, production, media planning, brand building, digital/social.

Each class will consist of a half-hour of lecture with actionable takeaways and 15 minutes of discussion. Following this, the instructor will issue an assignment to the group. Students who complete the assignment can submit it for review and solicit feedback and insights into their work from others in a collaborative style.

Following the sessions, video conferences will immediately be posted on Reddit at r/Advertising, so any community member will be able to participate. Community members can ask questions or inquire about the assignment and additional resources throughout the week as a follow-up.

The spearheads

The concept behind R/advertising was conceived by Joe Federer, Reddit’s former head of brand strategy, Goodby Silverstein and Partners’ Dan Greener, Neha Guria and Edward King, and Shannon Smith, a freelance art director.

Per Ad Age, Greener and Federer had been inspired after connecting at a Reddit workshop and conversations on the advertising subreddit. Federer currently moderates the r/Advertising community and recently hosted several community happy hours during which he and Greener noticed an uptick in interest in those looking to engage and learn more about advertising opportunities. “We thought it would be cool to formalize these—bring in a few pros way smarter than we are to educate the community and beyond. And then with COVID, people started losing their jobs and internship, and we thought now would be the best time to provide this sort of free resource to a community already struggling to get back on its feet,” said Greener.

Ultimately, the goal is to get students to hear perspectives from practitioners from agencies and leading companies including Gooby, Grey, Apple, Truth and Consequences, and production company Tool. From there, it is the hope they’ll be more informed before dedicating time and financial resources to portfolio school. “Maybe we could get students who wouldn’t have ordinarily considered a career in advertising into the game—or help folks who are struggling to get a leg up,” Greener added.

The future of online learning

From presentation skills to critical and creative thinking to personal branding, now more digital literacy is imperative, and added skills of digital technologies are not only needed but required in this “new normal.” With this, embracing the communication and marketing tools at your disposal are key as the definition of “marketable skills” continues to evolve. As an example, digital certification is a booming trend with Facebook’s Blueprint, Twitter Flight School, Hubspot Academy, Hootsuite, and Pinterest Academy leading in the space.

While the future of the marketing and advertising industry remains unknown, and many universities around the country celebrate graduations and new chapters for young professionals, these are the platforms lending a hand to prepare them. As they navigate emerging expectations, being able to respond and adapt quickly will be key and these educational resources will provide the practices and tip needed to advance their careers in fundamentally positive ways.

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The post Why Reddit is Launching a Community-Driven Advertising School appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/why-reddit-is-launching-a-community-driven-advertising-school/

How to Get the Most Out of Your Twitter Ads With ‘Flight School’

Originally launched in 2014, Twitter Flight School is an online resource released geared towards inspiring creativity and guiding brands and agencies of all sizes as they look to get the most out of their marketing efforts on the platform.

As companies moved from asking “why Twitter” as an advertising outlet, the dominant questions became “How do I take my content on Twitter to the next level?” and “How do I use promoted products and other tools to get the right message to my target audience in the right moment?”

Content is tailored to meet the needs of various roles and functions spanning senior leadership, account planning and campaign management so you can work towards broader milestones or focus on something specific. Amongst the first participants in the program were Starcom MediaVest Group (SMG), WPP and Omnicom.

What is the revamped program comprised of?

Fast forward to 2020, Twitter is looking to continue the success of its Flight School by adding to the courses and subjects that marketers can explore.

“Flight School [is] your one-stop destination for everything you need to know about advertising on Twitter. We’re bringing you new coursework, a better platform experience, and achievement badging, allowing you to showcase your newly acquired skills,” the platform explains.

More specifically, the expanded program includes new courses targeted towards helping marketers find relevant audiences, measure campaign performance, and establish their strategies and voices when it comes to video. Overall, it’s a one-stop-shop for help in planning best-in-class campaigns, igniting a creative idea, and supercharging your own career.

Below are a few highlights of the expectations Twitter has mapped out to the public as it looks to take the education hub to new heights:

  • Bite-sized lessons
  • Choose your own learning path
  • Evolving coursework
  • Actionable recommendations
  • Achievement badging

How do I navigate the courses?

Flight School is organized into modules, all of which give you a time estimate for completion before you dive in. Examples reflecting new elements added to line-up include ‘Twitter Ad Fundamentals,’ ‘Getting Started with Ads Manager,’ and ‘Creating and Executing Video Campaigns.’

Courses dedicated solely to video make sense given it remains the fastest-growing advertising tool on the platform. There are over 2 billion video views on Twitter each day, a 67 percent increase year-over-year. In addition, tweets containing video content attract 10x more engagements compared to those without. Promoted tweets with videos report saving more than 50 percent on cost-per-engagement. The moral: using video addresses two birds with one stone including affordability and increased engagement.

A few of the specific lessons you can choose from include:

  • Defining your demographics
  • Balancing targeting and reach
  • Comparing campaign objectives and establishing your ideal structure
  • Interpreting and customizing campaign reports
  • How to use Twitter’s Live Brand Studio
  • How to collaborate with Twitter’s Content Creation team

How can I access the lessons and track my progress?

You can begin your Flight School education, for free, at www.twitterflightschool.com/ and using your account credentials to gain access to the courses. By doing so, the platform will keep tabs on your progress so if you need to pause a lesson and return to it, you don’t need to start from the beginning.

Badges’ are offered for the completion of coursework and assessments which you can add to your other social platforms including LinkedIn or be printed. Generally, badges take up to 4 hours to earn or as little as 2 hours depending on the lesson and your expertise. If you don’t pass an assessment with an 80 percent or higher, don’t sweat it, just review the material and try again.

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The post How to Get the Most Out of Your Twitter Ads With ‘Flight School’ appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/how-to-get-the-most-out-of-your-twitter-ads-with-flight-school/

Introducing Pinterest Academy: A Marketer’s Guide to Utilizing Pins to Advance Their Business

With over 300 million users and climbing, Pinterest is a bustling center for businesses seeking to maximize their reach amongst online shoppers. Ninety percent of weekly Pinners claim they use the platform to inform their purchase decisions. Numbers aside, there is a large audience with substantial purchase intent. However, in the midset of evolving search and discovery tools and improving brand options, identifying a single concentrated approach to carving out an effective presence is another story.

The new Pinterest Academy

Fortunately, the platform made overcoming this hurdle a little easier for marketers with the introduction of Pinterest Academy. For those businesses new to the platform, this free e-learning tool will help you discover all of the hidden features in the visual discovery platform, benefits of the company’s ad products, how to utilize advanced targeting to improve your efforts, and more.

“Go through them at your own pace, learning how to connect with your audience on Pinterest. You’ll get information on how to design Pins, inspire visual discovery and incorporate Pinterest best practices,” the company shared in the official announcement.

What is the program comprised of?

The Academy is built around a series of nine education courses helping you explore how to Pinterest Business to meet your goals and deliver actionable results to your clients. Each specific course should take approximately 2 to 5 minutes to complete and the full curriculum start to finish runs at about an hour. A key benefit is that you can take only the courses that are useful to you and relevant for your business goals. Skip around, take only one course, take half of the program — you’re in the driver seat.

The first five courses available now emphasize a basic overview of the platform and include the following:

  • Pinterest Narrative
  • Creative Inspiration
  • Creative Strategy
  • Campaign Objectives
  • Targeting and Buying

Four additional courses are slated to go live later this month. These aim to get more granular with courses dedicated to walking aspiring Pinners through the steps of setting up their business account and, subsequently, how to launch, optimize and measure the success of their campaigns:

  • Setting up a Pinterest Business account
  • Planning and strategizing a campaign
  • Building and launching a campaign
  • Managing and measuring a campaign

How do I navigate the courses?

Primarily, you’ll be shown a rundown of the elements included in the specific course you selected. Taking ‘A Peek into Pinterest’ as an example, at the onset you’re provided a clear, high-level overview of what you’ll learn and what you should be able to immediately with your new knowledge.

As you proceed down the screen, you’ll then be taken through each of the lessons and key tips on the given topic.

How can I access them and track my progress?

Courses can be accessed on either mobile or desktop and will integrate links to other tools and reference studies to help you get the healthiest balance of insight you need.

If you’re a stickler for organization and planning, you also have the option to map out your course approach and the timeline so that a colleague or employer can be tuned into your progress in the various elements.

Whether you’re looking for the essentials of building your brand presence and how to use Pinterest to market and sell, or if you’re simply looking to refresh best practices that will always be applicable no matter how the industry evolves, the new Academy has tips and ideas to cater to a wide variety of Pinners.

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The post Introducing Pinterest Academy: A Marketer’s Guide to Utilizing Pins to Advance Their Business appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/10/introducing-pinterest-academy-a-marketers-guide-to-utilizing-pins-to-advance-their-business/