ucla x469.21 - fall '15 week 2

Best Practices in Social Media for the Communications Professional

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Meeting 2 (October 20): Traditional vs. Social Media Paid, Earned, Shared & Owned Can/Should Social Media Supplant Traditional Websites Final Project Template – The Social Media Plan Outline The PR Pro’s “Social Media ToolKit” Guest speaker: Victoria Green (@ohthattori) Director of Social/Evolving Media, Business Wire

UCLA X469.21 Fall 2015

“Traditional” Media


• One-way communication via Traditional Media Gatekeepers.

• Content produced by professional content creators and consumed by the public.

• No dialogue or real-time sharing.

• Huge barriers to entry.


Social Media


• Content created, published, consumed and shared easily anytime. UGC!

• Everyone. Everything. Everywhere. All the Time. In All Directions.

• Bypass Traditional Media Gatekeepers w/ minimal barriers to entry.


The New Model

Traditional media "hits" are just the beginning, not the end, of the journey...


TRADITIONAL

Traditional vs. Social MediaSOCIAL

Broadcast

Expensive Infrastructure

One-Way Consumed

Next Day Water Cooler Discussion

Free or Low Cost Tools Online

Narrowcast (Niche) / Targeted

Two-Way/Multidirectional (interactive conversation)

Immediate Opportunity to Go Viral

Professional Journalists User Generated/Citizen Journalists

Editorial process/oversight

Editorial is distinct from advertising

Anything goes

Anything goes


Traditional display/banner advertising Native advertising (promoted Tweets, sponsored FB and blog posts, etc.) SEM (e.g., AdWords) Promotions

MediaBloggersInfluencers

Social Networking Sites, Apps, Forums, etc.WOM (word-of-mouth)

Website/Blog and syndicated branded content

PAID

EARNED

SHARED

OWNED

The New Landscape – “PESO”


Know and understand the vocabulary – Paid, Earned, Shared & Owned

Advantages of Using FB as Your

Primary Online Hub• Easy set up and maintenance• Quickly upload all types of information• Inherently viral platform• People login EVERY DAY!• 1 BILLION strong (“fish where the fish are”)


Limitations of Using FB as Your Primary Online Hub• Facebook is always changing

• Ownership -- they control access and can change the rules

• Provides limited SEO benefit

• Doesn’t provide fan contact information

• Not everyone is on Facebook (though fan pages are public)

• Facebook is now a paid platform – Reach<2.5%, click through rate = 0.14% for “big” pages


Social Media Plan Outline: The Template

1. Situation Analysis (a few paragraphs – no boilerplate) 2. Goals (bullet points – well defined) 3. Target Audiences (bullet points – demo/psycho)4. Competitive Analysis (a few paragraphs)5. Strategies (bullets) 6. Tactics (bullets) 7. Measurement (starting point + benchmarks)


The Final Project

• Ask yourself “why?” – then ask it again• Tied to core (bottom line) objectives• Be specific

Vague Goals: Increase awareness, enhance image, promote products/services

Specific Goals: Drive website traffic and attract new customers, engage with current/prospective customers and generate sales, expand company’s leads database


Goals

• Tied directly to your Goals.

• Don’t be vague: • Think beyond “customers/donors” and “the public at large”• B2C and/or B2C markets• Demographic – Geographic –

Psychographic - Behavioristic• Basic Demographics include age,

gender, income, profession, education, family size, homeowner, marital status, etc.


Target Audiences

Strategy: A plan of action designed to achieve a goal or solve a problem (derived from the Greek word for leading an army).

Tactic: The means by which a strategy is carried out – i.e., the specific action items (derived from the Greek word for arranging or ordering)


Strategies & Tactics

Strategies vs. TacticsStrategy = General Plan of Action

e.g., Divide & Conquer

Tactics = Specific Actions to Carry Out Strategy

e.g., Gather intelligence, destroy enemy communications,

ground invasion, etc.

Or put another way...

A strategy is an idea or conceptualization of how a goal will be achieved.

A tactic is an action to execute the strategy

UCLA X469.21 Spring 2015

Goal: Turn the tide and increase sales of baking soda

Strategy: Introduce new uses for baking soda

Tactics: Advertising, retail promotions, new product launch PR, publicity stunts, contests, etc.

Quiz... Is "build a Facebook page" a strategy or a tactic?

Arm & Hammer Baking Soda (circa 1970s)

Strategies vs. Tactics

Instructor: Erik Deutsch (@ErikDeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 2 (October 20):Guest speaker:

Victoria Green (@ohthattori) Media Relations Specialist

Business Wire

UCLA X469.21 Spring 2015

ucla x469.21 - fall '15 week 2

Education