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UCLA X469.21 FALL '17 - WEEK 3


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UCLA X469.21 FALL '17 - WEEK 3

  1. 1. Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 3 (October 30): • Final Project Overview – Social Media Plan Outline • Social Media Platform Convergence • Facebook, Instagram & Twitter Basics Guest speaker: Serena Ehrlich(@Serena) Director, Social & Evolving Media Business Wire UCLA X469.21 Fall 2017
  2. 2. 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 Fall 2017
  3. 3. • Ask yourself “why?” – then ask again • Tied to core (bottom line) objectives (expanding social media presence is not an underlying goal) • Be specific Vague Goals: Increase awareness, enhance image, promote products/services Specific Goals: Drive website traffic, engage with existing/new customers and generate sales, expand company’s leads database, position company leaders as experts in their field UCLA X469.21 Fall 2017
  4. 4. • Be specific: • Think beyond “customers/donors” and “the public at large” • B2B and/or B2C • Demographic, geographic, psychographic, behavioristic, etc. • Basic demographics include age, gender, income, profession, education, family size, homeowner, marital status, etc. UCLA X469.21 Fall 2017
  5. 5. Strategy: Plan of action for achieving a goal or solving a problem (derived from the Greek word for leading an army). Tactic: Means by which a strategy is carried out – specific action items (derived from the Greek word for arranging or ordering) UCLA X469.21 Fall 2017
  6. 6. Strategy = General Plan of Action (what you’re going to do) e.g., Divide & Conquer Tactics = Specific Actions to Carry Out Strategy (how you’re going to do it) e.g., Gather intelligence, destroy enemy communications, ground invasion, etc. Put another way… Strategies – the high-altitude view Tactics – on-the-ground view UCLA X469.21 Fall 2017
  7. 7. Goal: Turn the tide and increase sales of baking soda Strategy: Introduce new uses for baking soda Marketing 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) UCLA X469.21 Fall 2017
  8. 8. Platforms are copying features that attract and engage users (goal to deliver more ads). • Disappearing photos/videos/ messages • Visual filters/”lenses” • Story (“Stories”) format • Hashtags e.g., Facebook/Instagram copying from Snapchat Therefore, marketers should platforms based on audience, not features or format UCLA X469.21 Fall 2017
  9. 9. UCLA X469.21 Fall 2017
  10. 10. 1. Personal Profiles 2. Groups 3. Brand Pages - Local Business or Venue - Company or Organization - Brand or Product - Artist or Public Figure - Cause or Community Also – FB Messenger Bots are used increasingly for customer service and one-on-one engagement UCLA X469.21 Fall 2017
  11. 11. Facebook “Customers” vs. “Users” - Advertisers are the “Customers” - Users are the “Product” FB is a consumer data collection engine and ad serving platform UCLA X469.21 Fall 2017
  12. 12. • Organic vs. paid (sponsored posts) • Edgerank algorythm (affinity, weight and recency) • Insights (native analytics) UCLA X469.21 Fall 2017
  13. 13. UCLA X469.21 Fall 2017 Classic “bait & switch” – FB sold brands on investing in fans/likes, then changed the algorithm to severely limit organic access those fans/likes
  14. 14. Just Announced – “Split Feeds” Facebook is testing changes to split its news feed into a primary feed for friend-and-family content and a secondary feed for brand and media pages. Promoted posts would remain in the primary feed. UCLA X469.21 Fall 2017
  15. 15. • Quality over quantity. • Shorter posts (to generate more engagement). • Provide a link (and hashtag). • Ask questions (to ignite a dialogue). • Use photos, links and “native” video for higher edgegrank. • Go live! FB Live video streaming • Pay to expand reach UCLA X469.21 Fall 2017
  16. 16. 1.General Status Update 2.The Retweet (RT and MT) 3.The @Mention 4.The @Reply 5.Direct Messages (DM) 6.Hashtag Tweet (#) UCLA X469.21 Fall 2017
  17. 17. Tweet Structure - Headline or phrase - Link - Hashtag It’s a micro blog post – tell a story (in just 140 characters) UCLA X469.21 Fall 2017
  18. 18. • Tweets with image and video links have 5 times the engagement rate • Tens of millions of fake Twitter users – plus 44 percent of users have never sent a single tweet • The cost of a 24-hour promoted trend costs about $200K • Katy Perry is the queen of Twitter with more than 98 million followers • Ellen’s photo of celebs at the Oscars generated 3.4 million retweets within hours – recently surpassed by a kid trying to get free chicken nuggets. UCLA X469.21 Fall 2017
  19. 19.  Owned by Facebook (acquired with valuation higher than the NY Times)  More for improving brand visibility and building community than driving website traffic  Photos, “Stories” and Videos (60 second clips + live streaming)  Native analytics provide detailed follower data (demographics, usage info, etc.) UCLA X469.21 Fall 2017
  20. 20. • Get Discovered: o #HASHTAGS to classify images and aid discovery o Insert most of your hashtags into comments (keep photo captions clean) o Tag people and use geolocation o Review “Search & Explore” page for what’s trending o Follow, like/comment and engage! • Overcoming no live links in captions: o URL in profile bio o Watermark images to stamp URL on photos UCLA X469.21 Fall 2017
  21. 21. • Follow others (reciprocity) • Complete your profile and look “legit” (photo, keywords and links) • Engage! • Leverage what’s trending (#hashtags/keywords) • Post when/where your target followers hang out • Attend events (online/offline; e.g., Twitter chats) • Mention and tag other users in your posts (“ego bait”) • Promote everywhere (email sig, website, marketing collateral, etc.) • Buy them... literally (but don’t) UCLA X469.21 Fall 2017
  22. 22. • YouTube - Video Sharing • Pinterest – Scrapbooking • LinkedIn – Pro Networking • Snapchat – Messaging • Swarm – Geolocation • Periscope – Video Streaming *Note: List subject to change every five minutes. UCLA X469.21 Fall 2017
  23. 23. Instructor: Erik Deutsch @ErikDeutsch #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 3 (October 30): Guest speaker: Serena Ehrlich (@Serena) Director, Social & Evolving Media Business Wire UCLA X469.21 Fall 2017