Propaganda, Fake News, and Fake Trends: The Weaponization ...
UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2016/11/UCB... ·...
Transcript of UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2016/11/UCB... ·...
UC Berkeley ExtensionSocial Media Strategies
Session 4
Last week’s Homework
• Create a fake Facebook Page for your brand (even if they already have one). Unpublish the page while you are working on it.– Add a profile & cover photo– Add at least one app or custom tab and modify image and name to look and feel like your brand
• Add at least 2 milestones and publish the page when you’re finished.
• Email me the page: [email protected] by Tuesday, 6pm.
Homework SubmissionsThe Good, Bad and The Ugly:
1. (Lana) https://www.facebook.com/BSTRO-for-CLASS-547326202133684/
2. (Yvonne) https://www.facebook.com/xcellbio/
3. (Amira) https://www.facebook.com/VictoriaxModa/
4. (Chandrika) https://www.facebook.com/Pronto.parantha/?ref=aymt_homepage_panel
5. (Jareth) https://www.facebook.com/rockyschargrill/
6. (Kateryna) https://www.facebook.com/DroidStatues/
7. (Anna-Louise) https://www.facebook.com/BestYogurt/
8. (Lorrie) https://m.facebook.com/wholefoodbylorrie/
9. (Udhay) https://www.facebook.com/UdhayManoharan99/
10. (Lana O.) https://www.facebook.com/BSTRO-for-CLASS-547326202133684/
11. (Tracy) https://www.facebook.com/TMRetailConsulting/
12. (Jonatan) https://www.facebook.com/WellBeingLife1/
13. (Ankur) https://www.facebook.com/launchgear
14. (Nitisha) https://www.facebook.com/NitishasBooks/
15. (Luke) https://www.facebook.com/lbainteractive
16. (John T.) www.facebook.com/deeahndrah
17. (Jaime) https://www.facebook.com/TheRefreshBarSF/
Today
• Metrics
• Blogging
But first….
Twitter Moments – YOU CREATE
• You can now create Twitter Moments yourself and promote them via Twitter Ads!
Goals & Measurement
Types of Content & Traffic
Content
• Landing Pages/web pages
• Ads
• Organic posts (blogs,social)
• Email/newsletter
• Direct Mail
• Other
Website Traffic
• Organic
• Direct
• Paid
• Social
• Referral
• Other
What you need to measure What Google measures
4 Key Metrics You Should Be Measuring
Consumption Engagement
Lead-GenSales/
Conversions
Consumption Metrics
• What are people consuming? What type of content do they want more of?
• You’re looking at downloads & page/video views, blog/web traffic
• Inbound links (track backs)
Consumption
Lead-Gen
• Form completions/downloads
• Email/Blog subscribers
• Webinar registrants
• RFIs (Request for Information)
Lead-GenYou have their information such as email address, name, job title, address, etc.
Engagement Metrics
How much does your content resonate with your readers?
• Likes, retweets, repins, shares, +1’s
• Forwards (email)
Source: Content Marketing Institute
Engagement
Sales/Conversions
• You need to be able to track your organic content,your campaign, & ads SEPARATELY
– Custom URL (bit.ly, tinyurl.com, ow.ly, goo.gl)
– Landing page
– eCommerce system (Marketo, HubSpot)
Sales/ Conversions
UTM Codes
• What’s a UTM code?
– a simple code that you can attach to a custom URL in order to track a source, medium, and campaignname. This enables Google Analytics to tell you where searchers came from as well as whatcampaign directed them to you.
– Stands for Urchin Tracking Module – Google bought them and changed name to Google Analytics
Google Analytics URL Builder
Practice – What’s the UTM code?
You have a blog called “Social Media Best Practices” that you want to promote on Facebook.
https://www.yourwebsite.com/blog/social-media-best-practices/
social-media
whatever-you-want
Skip this – only use for AdWords
blog-sm-best-practices (this is your own way of finding your content)
Final URL: https://www.yourwebsite.com/blog/social-media-best-practices/?utm_source=facebook&utm_medium=social-media&utm_campaign=all&utm_content=blog-sm-best-practices
What’s the UTM code?You have a newsletter you send out monthly and in it you are promoting the blog “Social Media Best Practices”.
https://www.yourwebsite.com/blog/social-media-best-practices
newsletter110316
whatever-you-want
SKIP – ONLY USE FOR ADWORDS
blog-social-media-best-practices
Final URL: https://www.yourwebsite.com/blog/social-media-best-practices/?utm_source=newsletter110316&utm_medium=email&utm_campaign=all&utm_content=blog-social-media-best-practices
What’s the UTM code?You have a whitepaper called “Social Media Tips and Tricks” you want to promote on Twitter?
https://www.yourwebsite.com/resources/sm-tips-tricks?src=social-tw-wp-2016
social-media
whatever-you-want
SKIP – ONLY FOR ADWORDS
wp-sm-tips-tricks
Final URL: https://www.yourwebsite.com/resources/sm-tips-tricks?src=social-tw-wp-2016&utm_source=twitter&utm_medium=social-media&utm_campaign=all&utm_content=wp-sm-tips-tricks
Tracking Social In Google Analytics
Tracking Social in Google Analytics –Cont’d
Drilling Down Into Social
Tracking Campaigns in Google Analytics
Landing Page http://pages.sparkpost.com/SPE-Data-Driven-Marketer.html
• Landing Pages have no menu at the top (usually).
• They have one CTA
Web pagehttps://www.sparkpost.com/resources/webinars-videos/how-sell-more-email?src=Social%20Media&pc=TW-WR-SELLMORE
Landing Pagew/UTM
http://pages.sparkpost.com/SPE-Data-Driven-Marketer.html?utm_source=facebook&utm_medium=social-media&utm_campaign=esp-all&utm_content=data-driven-marketer-ebook
• Landing Pages have no menu at the top (usually).
• They have one CTA
Web page w/ UTM code & Salesforce Promocode
https://www.sparkpost.com/resources/webinars-videos/how-sell-more-email?src=Social%20Media&pc=TW-WR-SELLMORE&utm_source=twitter&utm_medium=social-media&utm_campaign=esp-retail&utm_content=webinar-sell-more-stuff
Social Networks: What to Measure
Brand Awareness
Revenue Referrals
Measuring Social Networks Week of:
Benchmark 2/27/15 Week 3/13 % Change
2/17/15
Facebook Audience size (Page 'Likes') 32 40 25%
# of Posts 2 2 0%
Average Audience Reach (this week) 12 19.5 63%
Total # Engagement (Comments, Likes) 10 10 0%
Average Engagement (Comments, likes) 5 5 0%
Amplification (Total shares) 0 0 #DIV/0!
Leads 0 0 #DIV/0!
Twitter Audience size (Followers) 121 137 13%
Awareness (mentions) 14 38 171%
Engagement (URL clicks, Favorites) 28 69 146%
Amplification (Retweets) 12 9 -25%
Leads 0 0 #DIV/0!
LinkedIn Page followers 1,760 1,821 3%
Engagement (comments, clicks, likes) 26 25 -4%
Amplification (shares) 4 0 -100%
Leads 0 0 #DIV/0!
Google+ Audience (followers) 4 4 0%
Awareness (Views) 3 0 -100%
Engagement (+1s, comments, shares) 3 0 -100%
Leads 0 0 #DIV/0!
YouTube
Audience (channel subscribers) 41 43 5%
Awareness (video views) 82 72 -12%
Engagement (likes, comments) 0 0 #DIV/0!
Amplification (shares) 0 0 #DIV/0!
Weekly Metrics
Other Metrics to Measure
Cost Per Twitter Follower & Twitter Engagement
LinkedIn Twitter Facebook
Followers
% Week % QTD
Followers
% Week % QTD Likes
% Week % QTD
Message Systems 2459 2.40% 30.0% 2,962 0.10%20.20
% 1901 0.10%363.00
%
SparkPost 5315.20
% 8.20% 35238.00
%144.40
% 3322 8.70% 6680%
Competitor 1 3345 0.90% 9.00% 13,765 0.40% 4.50% 5582 0.10% 2.00%
Competitor 2 0 6,989 0.50% 7.20% 1032 2.00% 19.0%
Competitor Analysis
Brand Awareness & Engageent
Example: Final QTD Metrics
LinkedIn Twitter Facebook SlideShare Blog Newsletter YouTube AdRoll Total
Leads 10 8 2 11 29 104 0 3 167
New Account Sign-ups
4 0 2 0 3 0 1 9 19
Website (MS) 755 427 461 40 n/a 747
Website (SP) 79 281 239 0 n/a 1,388
Blog sessions 8,738
• Of all social prospects, 26 were new prospects brought it from social activity, 15 new from the blog for Q2
• Social accounted for 4.4% + 0.9% (other) = 5.3% web traffic for Q2
• G+, Reddit, Pinterest drove 73 visits to both sites total
Social Network Metrics Demo
Corporate Blogging
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Why Blog?
1. Relationship Marketing: Connect & share timely relevant information with customers & prospects
2. SEO: Blogs fuel SEO3. Lead-Generation: Businesses who blog acquire more customers 4. Content distribution: You can use it for content on social, in
newsletter, eBooks, etc.5. Gives your brand a voice, which you control6. Brand Awareness: Helps you tell your brand’s story7. Gives you insight into your audience, their needs, their wants8. Can build thought leaders within your company or build your
brand as a thought leader in the industry
Blogging by the Numbers
• 77% of Internet users read blogs• Blogs yield an average ROI of 600%• Companies that blog have two times the number of
inbound links versus companies that don’t• 46% of companies with blogs have acquired customers
from a blog-generated lead• 58% say that they are better-known in their industry
because of their blog• 56% say that their blog has helped their company
establish a positioning as a thought leader within the industry.
Corporate Blogging – Things to Consider
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• Does your company have a blog strategy?
• Do you have writers to write on a consistent basis?– Are they good writers?– Do they know how to optimize
their blog post for SEO?– How will you implement graphics?
• Do you have a content calendar?• Do you want to host it on your
own server?
Blogging Platforms
• WordPress.com vs. WordPress.org• Tumblr• Blogger• WIX• Medium• Weebly• Live Journal• Postach.io• Tinypress• Svbtle• Squarespace• Posthaven• + more
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Top 10 Corporate Blogging Tips
1. Establish a content theme/editorial calendar2. Make sure you have resources in place3. Humanize your company4. Avoid PR & Marketing and instead add value5. Welcome the good, the bad and the ugly6. Outline a comment policy7. Get social8. Promote your blog9. Monitor mentions & feedback10. Track everything in GA (Google Analytics)
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Exercise (20 minutes)
• Set up a blog on WordPress about any topic you want to write about.
• Upload a cover photo and fill out the about section
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River Pools• 2009, Marcus
Sheridan overhauled his marketing strategy from radio, TV & PPC advertising to blogging and informational videos.
• Within 24 hours of writing his first blog post, his article was ranked 1st place on Google
• He has attributed $1.7M in sales to that article
http://www.nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html?_r=1&
What Should You Write About?
• What challenges your customers face
• Mistakes people in your industry make and how to avoid them
• Why your product/service rocks• Who/Which company is most
successful (interview that person/company)
• Search Twitter for trending topics in your industry
• Use Google auto-complete to come up with keywords & related topics
• Visit social profiles & blogs of industry leaders
• Repurpose an existing post• Brainstorm on different angles of
a particular topic
How To Brainstorm Ideas To Write About
• Keyword:– Composition Tools
• Keyword with verb:– Composition Tools to Improve your Photography
• Keyword, verb, and eye-catcher:– Composition Tools to Improve your Photography
and Change the way you Shoot Forever
• Number, keyword, verb, and eye-catcher:– 10 Composition Tools That Will Change the Way You
Shoot Forever
Which one are you most likely to click on?
Exercise (10 minutes)
• Go to: http://www.hubspot.com/blog-topic-generator
• Come up with 5 good blog topics for your industry and write them down
Exercise (10 minutes)
• Try Portent Content Idea Generator
http://www.portent.com/tools/title-maker
Which tool do you like better?
5 Key Elements of a Good Blog Post
1. Short, pithy titles
2. Thumbnail image or larger (200x200 pxMINIMUM)
3. Word length, 300-500 words or longer
4. Keyword in page title, first paragraph, URL, content, meta description
5. Good intro answering the what & why:– What the post is about, what they’ll get out of it,
& why they should read it
Homework
1. Set up a blog on Wordpress.com and
2. Create a blog post on any topic you like &
3. send me the link to your blog post by Monday, 11/7.([email protected])
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