ucla x469.21 - spring '16 week 3

Best Practices in Social Media for the Communications Professional

Instructor: Erik Deutsch (@ErikDeutsch)#SocMedUCLA

Meeting 3 (April 19): Objections to Social Media Finding Your Voice Brands as Publishers Types of Social Media Content “Feeding the Beast” Revisiting the Final Project Template The Social Media “Toolkit” Guest speaker: Ruben Ochoa (@rubenochoa1)

Director of Digital Allison + Partners

UCLA X469.21 Spring 2016

FEAR!!!

What are companies afraid of:

1. Social media hurts employee productivity2. Our customers don't use social media3. People might say mean things about us

Objections to Social Media


What’s the ROI?

• Generate awareness• Increase engagement

• Increase influence • Motivate action

(purchases, leads, etc.)

Tie to Core Objectives!!!!!!!!!!!!


But How Can You Measure this Stuff?

• Awareness - Website visitors, page views, fans/followers

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

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


Even More Important than “Followers” -

KPIs for Content Marketing• Reach/Impressions – # of individuals who saw your content

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

• Unique Visitors –# of distinct individuals visiting your website

• Page Views – # of times a user visited a particular page on your website

• 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 user responded to your call to action.


Finding Your Voice


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”

Understand the vocabulary – Paid, Earned, Shared & Owned


What is Branded Content?


What is Branded Content?

• Everyone (individual, brand, organization) is now in the content creation business.

• Shared and owned media. • Distributed directly to target audiences –

no implied third-party endorsement via coverage in traditional news media.

• Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc.

• It’s time to become adept at content creation – text, images, video, audio, etc.

Content Marketing - Brand Journalism - Native Advertising


Types of Social Media Content

1. Marketing-focused (promotional)

2. Useful (provides utility – educational/informational)

3. Entertaining

4. Engaging (ask/answer questions; become part of the discussion)


• Assess content assets – build inventory • Original content (data, interviews,

event coverage, presentations, white papers, lists, infographics, timely topics, how-to/instructional, etc.)

• Repackage/repurpose/recycle • Curate • Co-create – partner with others, invite

guest posts

• Develop and maintain a social media editorial calendar

Feeding the Content Beast


Items to Include in Your Social MediaEditorial Calendar:

• Tradeshow/conference appearances

• Seasonal topics/relevant "holidays” (e.g., “national cupcake day”)

• Company milestones, product launches

• Promotions, contests, special offers

• “Evergreen” content (e.g., tips, how-to, lists)


Staggering increase in mobile users!

Make your content easy to view and share on the mobile web.

Mobile-Friendly Content


Social Media Plan Outline: The Template

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

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 Goals

Don’t be vague: • Think beyond “customers/donors” and

“the public at large”•B2C and/or B2C

• Demographic, geographic, psychographic, behavioristic

• Basic demographics include age, gender, income, profession, education, family size, homeowner, marital status, etc.

UCLA X469.21 Fall 2015

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


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: @ErikDeutsch

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 3 (April 19):Guest speaker:

Ruben Ochoa (@RubenOchoa)Director of DigitalAllison + Partners


ucla x469.21 - spring '16 week 3

Education