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(c) Liz H Kelly August 2014, UCLA Extension
New Media Marketing
Week 8: Social Media Advertising & Strategy
Tuesday, Aug...
2
Week 8 Topics
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Search Engine Marketing
Traditiona...
3
What is SEM?
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Advertising websites thru
search en...
4
Traditional vs Social Mktg
Traditional Marketing - TV, Radio,
Direct Mail, Yellow Pages
Social Media Marketing - Social
...
5
Facebook Advertising
How to run Facebook Ads on a
Budget
How to make your Ads pay -
Facebook Conversion
How to Advertise...
6
Drive Strategy for every
Step in the Facebook Funnel
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:ident...
7
Advertising ROI
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Tuesday, August 12, 14
8
Facebook Case Study
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Oreo’s Daily Twist
To celebr...
9
Twitter Advertising
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Promote your page
Added to W...
10
Twitter Case Study
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
JustFab.com
Asked fans to tw...
11
Digital Marketing Focus
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Tuesday, August 12, 14
12
Groupon Case Studies
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Increase customers
Drive s...
13
Assignment 8
Week 8 Assignment
Part of managing a social media marketing campaign is determining if it was
effective. D...
14
Grading
Below is our grading grid for assignments:
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:identi...
15
CEO/Founder Liz H Kelly has built
advertising campaigns and recognition
programs for Fox Interactive Media/
MySpace, Pa...
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Week 8 UCLA Extension New Media Marketing Social Media Marketing Advertiisng

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Enjoy these UCLA Extension New Media Marketing slides for Week 8 covering Social Media Marketing Advertising and Strategy. If you'd like help with your marketing plan, contact Liz at GoodyPR.com http://goodypr.com

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Transcript of "Week 8 UCLA Extension New Media Marketing Social Media Marketing Advertiisng"

  1. 1. 1 (c) Liz H Kelly August 2014, UCLA Extension New Media Marketing Week 8: Social Media Advertising & Strategy Tuesday, August 12, 14
  2. 2. 2 Week 8 Topics ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Search Engine Marketing Traditional vs Social Media Marketing Facebook & Twitter Ads Strategy Case Studies Guest Speaker Wrap-up People who like a brand on Facebook, follow a brand on Twitter or subscribe to a brand’s email newsletter, are more likely to buy and recommend. Tuesday, August 12, 14
  3. 3. 3 What is SEM? ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Advertising websites thru search engines like Google or Yahoo! Increase traffic and conversion rates thru traffic increases Organic SEO with keywords PPC or Pay Per Click Advertising, bill amount willing to pay per click Tuesday, August 12, 14
  4. 4. 4 Traditional vs Social Mktg Traditional Marketing - TV, Radio, Direct Mail, Yellow Pages Social Media Marketing - Social Networks, Mobile Apps, Blogs Word of Mouth Marketing has become Instant Marketing! Traditional Marketing is a 1-way conversation like a podium! Social Media is a 2-way conversation & you can listen! ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  5. 5. 5 Facebook Advertising How to run Facebook Ads on a Budget How to make your Ads pay - Facebook Conversion How to Advertise on Facebook Native Ads blend in and are the most effective way to advertise Determine your Facebook Marketing Funnel ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  6. 6. 6 Drive Strategy for every Step in the Facebook Funnel ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  7. 7. 7 Advertising ROI ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  8. 8. 8 Facebook Case Study ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Oreo’s Daily Twist To celebrate their 100th birthday, they had 100 Facebook posts that turned into a trending story with “visual treats” Results 231 million impressions from 2600 articles Increased Facebook fans by 1 million Increased Facebook engagement by 195% Tuesday, August 12, 14
  9. 9. 9 Twitter Advertising ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Promote your page Added to Who to Follow Promoted tweets Spend for new follower or engagement Promoted on web & mobile Reach people who haven’t heard of you with similar interests Tuesday, August 12, 14
  10. 10. 10 Twitter Case Study ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) JustFab.com Asked fans to tweet with unique hashtag #JustFabWish with item from their online store for a chance to win Ran banner ads on their site Ran ads on Facebook and Twitter Results 140% increase in site traffic 240% increase in revenue from Twitter Tuesday, August 12, 14
  11. 11. 11 Digital Marketing Focus ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  12. 12. 12 Groupon Case Studies ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Increase customers Drive sales Great for local businesses Make it location and occasion specific Tuesday, August 12, 14
  13. 13. 13 Assignment 8 Week 8 Assignment Part of managing a social media marketing campaign is determining if it was effective. Discuss a social media marketing campaign that you plan to run for your product, the budget (advertising, employees/hourly cost, creative costs, technical costs, etc) and how you will measure the ROI (Return on Investment) understanding analytics of your online marketing efforts. ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  14. 14. 14 Grading Below is our grading grid for assignments: ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
  15. 15. 15 CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/ MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA. About & Contact Liz H Kelly, Goody PR & Goody Awards* Founder lizkellylive@gmail.com Google Voice: 310-987-7207 *part of Sunrise Road Media Inc ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 12, 14
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