UCLA X469.21 - FALL '15 WEEK 2
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Transcript of 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
UCLA X469.21 Fall 2015
• 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.
UCLA X469.21 Fall 2015
Social Media
UCLA X469.21 Fall 2015
• 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.
UCLA X469.21 Fall 2015
The New Model
Traditional media "hits" are just the beginning, not the end, of the journey...
UCLA X469.21 Fall 2015
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
UCLA X469.21 Fall 2015
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”
UCLA X469.21 Fall 2015
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Fall 2015
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”)
UCLA X469.21 Fall 2015
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
UCLA X469.21 Fall 2015
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)
UCLA X469.21 Fall 2015
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
UCLA X469.21 Fall 2015
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.
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)
UCLA X469.21 Fall 2015
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