ucla x469.21 - fall '16 week 2

Best Practices in Social Media for the Communications Professional

Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA

Meeting 2 (October 17): Traditional vs. Social Media Paid, Earned, Shared & Owned Can/Should Social Media Supplant Traditional Websites ROI, KPIs and Measuring Success Developing a Social Media “Playbook” Final Project Template – Social Media Plan Outline Guest speaker: Clint Schaff (@ClintSchaff) VP of Strategy & Development

Los Angeles Times

UCLA X469.21 Fall 2016

“Traditional” Media


New Media


TRADITIONAL

Traditional vs. Social MediaSOCIAL

Broadcast

Expensive Infrastructure

One-Way (Publisher to Consumer)Letter to the Editor/Public Access TV - C’mon!

Next-day water cooler discussion

No barriers - Free tools online

Narrowcast (Niche) / Targeted

Two-Way/Multidirectional (interactive dialogue)

Immediate opportunity to share/go viral

Professional journalists (gatekeepers) User Generated Content (UGC)

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

Traditional Media (news coverage, feature segments, appearances, etc.)Bloggers (but shifting from Earned to Paid) Influencers (but shifting from Earned to Paid)

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

Your own Website/Blog and syndicated branded content

PAID

EARNED

SHARED

OWNED

The New Landscape – “PESO”

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


Consumers want content to appear in their “Feed”


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”)


Disadvantages 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


But How Can You Measure this Stuff???

• Awareness - Website visitors, page views, fans/followers (tangible metrics)

• Engagement - Comments (blog, Facebook), retweets, time spent on site

• Influence - Third-party mentions, inbound links• Action - Conversions, sign-ups, downloads, sales


More Important than “Followers”Key Performance Indicators (KPIs)

• Reach/Impressions – # of individuals who saw your content

• Clickthrus – # of times a link you posted was used

• Unique Visitors –# of different individuals visiting your website

• Page Views – # of times a particular page on your website was viewed

• Time on Page/Site – length of time spent on your page or website

• Bounce Rate – % of visitors who leave your site after viewing just one page

• Comments – # of responses submitted regarding your content

• Downloads – # of times your content was downloaded

• Conversions – # of times a visitors responded to your call to action.


Your Social Media “Playbook”• A guide for managing all of your ongoing social media

efforts

• Describes the look, tone and feel of your brand’s online persona to ensure consistent style and messages

• Guiding principles for using various social media channels

• How you will allocate resources and measure success


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 yourself again• Tied to core (bottom line) objectives• Be specific

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

Specific Goals: Drive website traffic, engage with existing/new customers and generate sales, expand company’s leads database, position company leaders as experts in their field

Goals


• Tied directly to your Goals.

• Be specific: • Think beyond “customers/donors” and “the public at large”• B2B and/or B2C markets• Demographic, geographic,

psychographic, behavioristic, etc.• Basic demographics include age, gender,

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


Target Audiences

Strategy:

Plan of action for achieving a goal or solving a problem (derived from the Greek word for leading an army).

Tactic:

Means by which a strategy is carried out – specific action items (derived from the Greek word for arranging or ordering)

Strategies & Tactics


Strategies vs. TacticsStrategy = General Plan of Action (what you’re going to do)

e.g., Divide & Conquer

Tactics = Specific Actions to Carry Out Strategy (how you’re going to do it)

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

ground invasion, etc.

Put another way…

Strategy – the high-altitude view

Tactic – on-the-ground view


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 17):Guest speaker:

Clint Schaff (@ClintSchaff)VP of Strategy & Development

Los Angeles Times


ucla x469.21 - fall '16 week 2

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