Since the Digital and Social Media Marketing MOOC is focused on Europe; for all European countries it needs to be investigated what social networks are used by potential students.
In the beginning of the first MOOC you did a survey with a few questions. Unfortunately it did not give you all the information needed to create ‘student’ persona’s. An adjustment to this survey would be an improvement, but, this survey gave you enough information about your target audience.
So you first have to classify the students of the current MOOC class and compare the subscriptions with the previous campaign you had for this first MOOC. Here you can learn what the effect of your campaign was. If you are missing students from specific countries then it could be that you were not engaged on the most popular social media network for that country. If you are missing middle aged professionals then it could be that you were not engaged on popular professional or B2B networks.
So I suggest that you spend the first week of the campaign analyzing this data and apply the results to engage in the determined social media networks simultaneously the second week of the campaign.
Another thing is to filter out those people at Iversity that were interested in similar kind of MOOCs in the past. It could be that they had a full agenda and did therefor not subscribe to this first MOOC. If those people wish to receive mail from Iversity then they should be mailed about this new opportunity to follow this course. This can be done in the first week.
Also people who dropped out from the first course should be approached since we don’t know the reason they quit. Perhaps they are happy with a second change.
The MOOC should be added to the list on the general newsletter with ‘new courses’ that is sent to all subscribers
Remember that there exists a lot of content about this course on the creativehive page. You should not forget to add clear content about the start of a new MOOC on this website. There is a good chance that googlers find a page on this website that is related to this MOOC.
Furthermore, the keywords about this course that include “start date” should be adjusted. This all should be done in the first week.
In the weeks after these preparations, tweets and messages about the existence of this second addition should be scheduled and broadcasted over the determined social media platforms.
Somebody needs to be available for about an hour a day to answer questions and to monitor the channels.
A day before the kick-off a new e-mail needs to be sent that urges people to subscribe before the course starts. Also in the first week of the new course the course can be added on the list of new courses.