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Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Mee...
1. Situation Analysis (a few paragraphs – no boilerplate)
2. Goals (bullet points – well defined)
3. Target Audiences (bul...
Situation Analysis
- Briefly describe the company/organization/individual
- Analyze the social media “situation”
- Platfor...
Goals, Strategies and Tactics
- Goals are clear and relate directly to the social media effort
- Strategies are your gener...
Example:
- Goal = Support the sales team by increasing brand awareness
- Strategy = Develop and implement a content market...
Example:
- Goal = Generate interest in new products and grow sales
- Strategy = Enlist influencers to review products and ...
Example:
- Goal = Improve online reputation
- Strategy = Dilute negative search results with SEO content for
owned and sha...
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
...
• Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Obj...
• Awareness: Website visitors, page views, fans/followers
(tangible metrics)
• Engagement: Comments, retweets, time spent ...
• Reach/Impressions – # of individuals who saw your content
• Clickthrus – # of times a link you posted was used
• Unique ...
UCLA X469.21 Fall 2017
1) Don't "carpet bomb" or
“spray and pray”
2) Be social
3) Provide "social" content
4) Provide “template” social media pos...
• Consumers trust expert opinions
more than conventional advertising
• Compensation requires compliance
with FTC disclosur...
UCLA X469.21 Fall 2017
Social media is a complaint machine people gleefully share with friends.
UCLA X469.21 Fall 2017
If, When and How to Respond to Negativity…
and Ways to Avoid it In the First Place
• Do the right thing
• Offer a “pressur...
Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 4 (Novembe...
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UCLA X469.21 Fall '17 - WEEK 4

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UCLA X469.21 Fall '17 - WEEK 4

  1. 1. Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 4 (November 6): • Final Project – Additional Info • Objections to Social Media • ROI, KPIs and Measuring Success • Working with Bloggers, Influencers and Empowered Consumers • Dealing with Negativity • FTC Disclosure, Copyright and Other Legal Issues Guest speaker: Sara Dunaj (@SaraDunaj) Social Media Manager, Princess Cruises 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 + KPIs + tools e.g., Google Analytics, FB Insights, etc.) The Final Project UCLA X469.21 Fall 2017
  3. 3. Situation Analysis - Briefly describe the company/organization/individual - Analyze the social media “situation” - Platforms used - Performance overview of reach (followers/likes) & enagement (comments, RTs, etc.) - Type of content posted - Activity/frequency - Also, look at SEO/reputation mgmt. – what does a Google search reveal? - Resources allocated/available (e.g., size of team, budget, etc.) - What’s the “culture” with respect to social media (pro/con/neutral) - Provide the same type of info for your “Competitive Analysis” UCLA X469.21 Fall 2017
  4. 4. Goals, Strategies and Tactics - Goals are clear and relate directly to the social media effort - Strategies are your general plan of action to achieve your goals - Tactics are specific action items and tools for carrying out your strategies UCLA X469.21 Fall 2017
  5. 5. Example: - Goal = Support the sales team by increasing brand awareness - Strategy = Develop and implement a content marketing campaign that generates positive word-of-mouth - Tactics = - Create and maintain a blog - Implement SEO on owned media sites - Create and maintain a social media editorial calendar - Write guest posts for submission to other relevant blogs - Launch/build out YouTube channel with informative how-to videos - Etc. UCLA X469.21 Fall 2017
  6. 6. Example: - Goal = Generate interest in new products and grow sales - Strategy = Enlist influencers to review products and build third- party credibility - Tactics = - Research and develop list of key influencers (via competitor/influencer Twitter lists and platform analytics (e.g., FB Insights, Twitter analytics, etc.) - Attend (perhaps sponsor when appropriate) online and offline events to meet/engage influencers - Provide product samples for product reviews and endorsements - Research paid opportunities to work with influencers (budget permitting) - Etc. UCLA X469.21 Fall 2017
  7. 7. Example: - Goal = Improve online reputation - Strategy = Dilute negative search results with SEO content for owned and shared media channels - Tactics = - Peform keyword analysis and establish top keywords - Request publisher(s) of negative search results remove offending content - Research and pursue (if appropriate) copyright enforcement, including DMCA takedown requests - Set-up and optimize owned media channels (website, blog, etc.) for positive search results (keyword density, headings, meta/alt tags, etc.) - Set-up and optimize social media profiles (Twitter, LinkedIn, YouTube, Slideshare, etc.) for positive search results - Cultivate inbound links from sites with high authority UCLA X469.21 Fall 2017
  8. 8. FEAR!!! What are companies afraid of: 1. Social media hurts employee productivity 2. Our customers don't use social media 3. People might say mean things about us UCLA X469.21 Fall 2017
  9. 9. • Generate awareness • Increase engagement • Increase influence • Motivate action (purchases, leads, etc.) Tie to Core Objectives!!!!!!!!!!!! UCLA X469.21 Fall 2017
  10. 10. • Awareness: Website visitors, page views, fans/followers (tangible metrics) • Engagement: Comments, retweets, time spent on site • Influence: Third-party mentions, inbound links • Action: Conversions, sign-ups, downloads, sales UCLA X469.21 Fall 2017
  11. 11. • Reach/Impressions – # of individuals who saw your content • Clickthrus – # of times a link you posted was used • Unique Visitors –# of different individuals visiting your website • Page Views – # of times a particular page on your website was viewed • 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 visitors responded to your call to action. UCLA X469.21 Fall 2017
  12. 12. UCLA X469.21 Fall 2017
  13. 13. 1) Don't "carpet bomb" or “spray and pray” 2) Be social 3) Provide "social" content 4) Provide “template” social media posts 5) Make it "profitable" for the blogger PR = Page Rank 6) Employ FTC Disclosure Guidelines 7) Be prepared to pay up! Blogger/Influencer networks e.g., BlogHer, Clever Girls Collective, etc. Understand "Paid" vs. "Earned" Media... ... as well as “Shared” and “Owned” (PESO) UCLA X469.21 Fall 2017
  14. 14. • Consumers trust expert opinions more than conventional advertising • Compensation requires compliance with FTC disclosure guidelines • Opportunities range from free product samples to paid content/social media posts and “brand ambassadorships” • Celebrity influencers vs. “micro- influencers” (more targeted and authentic, with higher audience engagement… plus more affordable) UCLA X469.21 Fall 2017
  15. 15. UCLA X469.21 Fall 2017
  16. 16. Social media is a complaint machine people gleefully share with friends. UCLA X469.21 Fall 2017
  17. 17. If, When and How to Respond to Negativity… and Ways to Avoid it In the First Place • Do the right thing • Offer a “pressure valve” for negative feedback • Institute a “comments policy” • Be accessible – turn problems into solutions • Have your defenders in place before you need them • Assess each detractor’s influence and legitimacy before deciding if/how to respond UCLA X469.21 Fall 2017
  18. 18. Instructor: @ErikDeutsch #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 4 (November 6): Guest speaker: Sara Dunaj (@SaraDunaj) Social Media Manager Princess Cruises UCLA X469.21 Fall 2017

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