Best Practices in Social Media for the Communications Professional
Instructor: Erik Deutsch (@erikdeutsch)#SocMedUCLA
Meeting 2 (April 15): 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 – The Social Media Plan Outline Guest speaker: Clint Schaff (@ClintSchaff) Senior Marketing Exec., Educator and Entrepreneur
UCLA X469.21 Spring 2016
Heads Up -- Twitter Chat Tomorrow (4/13) with PRSA New Professionals re. PR/Social Media Toolbox
“Traditional” Media
UCLA X469.21 Spring 2016
New Media
UCLA X469.21 Spring 2016
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
UCLA X469.21 Spring 2016
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
UCLA X469.21 Spring 2016
UCLA X469.21 Spring 2016
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 Spring 2016
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
UCLA X469.21 Spring 2016
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,
purchases
UCLA X469.21 Spring 2016
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.
UCLA X469.21 Spring 2016
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
UCLA X469.21 Spring 2016
• 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
UCLA X469.21 Spring 2016
• Tied directly to your Goals.
• Don’t be vague: • Think beyond “customers/donors” and “the public at large”• B2B and/or B2C markets• Demographic, deographic,
psychographic, behavioristic, etc.• Basic demographics include age, gender,
income, profession, education, family size, homeowner, marital status, etc.
UCLA X469.21 Fall 2015
Target Audiences
Strategy:
Plan of action designed to achieve a goal or solve a problem (derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – the specific action item (derived from the Greek word for arranging or ordering)
Strategies & Tactics
UCLA X469.21 Spring 2016
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 2016
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
UCLA X469.21 Spring 2016
Instructor: Erik Deutsch (@ErikDeutsch)
#SocMedUCLA
Best Practices in Social Media for the Communications Professional
Meeting 2 (April 12):Guest speaker:
Clint Schaff (@ClintSchaff)Sr. Marketing Exec., Educator & Entrepreneur
UCLA X469.21 Spring 2016
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