Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
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...
Strategies (the “big picture”)
• Create a content marketing program to generate
positive word-of-mouth (think about PESO)
...
Think Coach (strategies) and Players (tactics)
+ Measurement Section (see KPIs + Serena’s tools + Sara’s analytics)
UCLA X...
Social Media is:
• Easy to post
• Easy to share
• Easy to find
• Hard (if not impossible) to delete
UCLA X469.21 Fall 2017
Search engine optimization (SEO) is the process of
improving the visibility of a web site or a web
page in search engines ...
1) Relevance: How relevant is the content on your
page to the search term(s)?
2) Authority: Based on the company you keep ...
• Visible (on-page) and non-visible (source code) content
• Meta Tags - Optimize Title and Description tags
• Alt Tags - A...
• External Inbound Links: Value depends on credibility and
popularity of sites that link to your site. Note .edu and .gov ...
SEM - Search Engine Marketing
• Purchasing links
• Akin (in PR speak) to "Earned" vs. "Paid" media
• It’s all part of “Dig...
The results that come up when you
perform a Google search
UCLA X469.21 Fall 2017
And remember...
all content and links are not created equal.
"The solution to pollution is dilution."
UCLA X469.21 Fall 20...
Develop multiple content assets to help push down negative links (as well as
negative, autosuggested searches).
Tactics: Y...
- Establish a “home base” for content
marketing efforts
- Thought Leadership
- SEO
UCLA X469.21 Spring 2017
1. Full-Scale: Wordpress, Blogger, Typepad
2. Hybrid or "Lifestream": Tumblr, Posterous
3. Micro: Twitter
UCLA X469.21 Spr...
Full Platforms:
Wordpress, Blogger & TypePad
- Lots of free and paid
templates
- Customization
- Hosted or unhosted
- Widg...
- Set up – get your own domain
- Get a great theme (with responsive design)
- Set a regular schedule (via your editorial c...
Instructor:
Erik Deutsch
(@ErikDeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Mee...
Upcoming SlideShare
Loading in …5
×

UCLA X469.21 FALL '17 - WEEK 5

103 views

Published on

.

Published in: Education
  • Be the first to comment

  • Be the first to like this

UCLA X469.21 FALL '17 - WEEK 5

  1. 1. Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 5 (November 13): • Nothing is “Off-the-Record” • SEO for the PR pro • Online reputation management • Guest speaker: Duane Forrester (@DuaneForrester) VP of Industry Insights, Yext.com 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. 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
  4. 4. 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
  5. 5. 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
  6. 6. Strategies (the “big picture”) • Create a content marketing program to generate positive word-of-mouth (think about PESO) • Enlist influencers and bloggers to build third-party credibility for our brand/product • Use SEO to build brand awareness and improve online reputation Tactics (action items) • Perform social media asset audit • Build/maintain social media content calendar • Create profiles and develop content for various social media platforms (FB, Instagram, Twitter, etc. -- consider organic and paid reach opportunities) • Contests, giveaways and promotions • Video (live streaming shows, expert Q&A, facility tour, customer testimonial, etc.) UCLA X469.21 Fall 2017
  7. 7. Think Coach (strategies) and Players (tactics) + Measurement Section (see KPIs + Serena’s tools + Sara’s analytics) UCLA X469.21 Fall 2017
  8. 8. Social Media is: • Easy to post • Easy to share • Easy to find • Hard (if not impossible) to delete UCLA X469.21 Fall 2017
  9. 9. Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un- paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. UCLA X469.21 Fall 2017
  10. 10. 1) Relevance: How relevant is the content on your page to the search term(s)? 2) Authority: Based on the company you keep -- which sites link to your site, and who shares your links on social media. UCLA X469.21 Fall 2017
  11. 11. • Visible (on-page) and non-visible (source code) content • Meta Tags - Optimize Title and Description tags • Alt Tags - Alternative text attached to images (to provide crawlable text in the source code) • Headings - Titles and subtitles (e.g. H1 and H2 tags) help break blocks of content into smaller, clearly labeled sections. • Body Text - Focus on 2 or 3 keywords per page and write for users, not search engines (avoid “keyword stuffing”) UCLA X469.21 Fall 2017
  12. 12. • External Inbound Links: Value depends on credibility and popularity of sites that link to your site. Note .edu and .gov are best, and the NY Times beats a small-time blogger (links from spammy sites can actually reduce authority). • “Anchor” Text: The visible, clickable text in a hyperlink should be keyword-focused. • Link Relevancy: How relevant is the content on the linking page and the target page? • Popularity & Trustworthiness: What’s the “Page Rank” of the linking page? UCLA X469.21 Fall 2017
  13. 13. SEM - Search Engine Marketing • Purchasing links • Akin (in PR speak) to "Earned" vs. "Paid" media • It’s all part of “Digital” (Social + SEO + SEM) UCLA X469.21 Fall 2017
  14. 14. The results that come up when you perform a Google search UCLA X469.21 Fall 2017
  15. 15. And remember... all content and links are not created equal. "The solution to pollution is dilution." UCLA X469.21 Fall 2017
  16. 16. Develop multiple content assets to help push down negative links (as well as negative, autosuggested searches). Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube videos), press releases via online newswire services, blog entries and social media profiles. "The solution to pollution is dilution." UCLA X469.21 Fall 2017
  17. 17. - Establish a “home base” for content marketing efforts - Thought Leadership - SEO UCLA X469.21 Spring 2017
  18. 18. 1. Full-Scale: Wordpress, Blogger, Typepad 2. Hybrid or "Lifestream": Tumblr, Posterous 3. Micro: Twitter UCLA X469.21 Spring 2017
  19. 19. Full Platforms: Wordpress, Blogger & TypePad - Lots of free and paid templates - Customization - Hosted or unhosted - Widgets and plugins Hybrid or "Lifestream" Platforms Tumblr & Posterours - Simple, quick and easy - Limited capabilities and customization Micro Platforms Twitter UCLA X469.21 Spring 2017
  20. 20. - Set up – get your own domain - Get a great theme (with responsive design) - Set a regular schedule (via your editorial calendar) - Promote posts across your social media accounts - Invite guest posts (from influencers) - Make content easy to share - Encourage email subscribers via “sign-up” option - Easy content – how-to stories, listicles, etc. - Focus and specialize UCLA X469.21 Spring 2017
  21. 21. Instructor: Erik Deutsch (@ErikDeutsch) #SocMedUCLA Best Practices in Social Media for the Communications Professional Meeting 5 (November 13): Guest speaker: Duane Forrester (@DuaneForrester) VP of Industry Insights, Yext UCLA X469.21 Fall 2017

×