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UCLA x425 Fall '14 - Serena's Presentation

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Editorial calendars and the social media toolbox.

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UCLA x425 Fall '14 - Serena's Presentation

  1. 1. Social Media Tools • The free … and the not so free • (but so incredibly important you will find a budget) • For UCLA x425 • PS: Feel free to tweet this out! @serena
  2. 2. Agenda • Free Tools! • But first…. Setting goals • Shhhh! Start listening • Where are your customers? • Everyone needs an automated assistant • Finding influencers • Finally, a little help • Other ridiculously cool links • And of course a plug for Social Media Club – Extend your education after this course!
  3. 3. Setting Goals • Consider the marketing funnel • Consider your consumer(s) purchase process • Be realistic • Adjust as you go
  4. 4. How to Set Up A Monitoring Program
  5. 5. Reputation Terms To Monitor • C-suite names • Activists • Brand/products • Investors • Cashtags • Journalists • Competitors • Typos • Industry terms
  6. 6. Shhhhhh! Start • Google Alerts Listening • Google Blog Search • Google Trends • Technorati • Social Mention • Topsy • HowSociable • Addictomatic • BoardReader
  7. 7. And of course.... • Thinkupapp.com • Bottlenose • Cyfe And if you have budget • NUVI • Sysomos
  8. 8. • Facebook Tools Bonus Tools – FB Analytics – EdgeRankChecker • Twitter Tools – whathashtag.circulorojo.es/ – WThashtag – TwitterCounter – CYA – SocialBro – comm. mgmt – Twitalyzer – localized search – TweetReach – influencer reach – Nearby Tweets – localized monitoring
  9. 9. Finding Influencers • Klout • PeerIndex • Kred.ly • FollowerWonk • AllTop • Listorious • Wefollow
  10. 10. Finally… A Little Help • Hootsuite • Tweetdeck • BufferApp • CoTweet • Time.ly
  11. 11. Act Upon Results! • Identify new fans • Listen for issues and attacks • Determine company opportunities • Assess potential impact • Use decision trees • Enlist DCMA takedowns
  12. 12. Create a Search Result Baseline
  13. 13. Use Decision Trees! Definition Response level Activist attack Report to CEO, IR, PR Stock impacting situation Report to CFO, IR, PR Angry customer Report to Customer Service Message misalignment Report to PR, IR CEO misquote Report to IR, PR Social media mistake Report to PR, IR, HR Customer queries Pre-approved Article shares quotes Pre-approved Brand fans Pre-approved Threat Level High Threat Medium Threat Low Threat
  14. 14. Editorial Calendars! • Get organized • Who is your audience • Set a frequency • Determine content type • Determine content theme • What assets do you have
  15. 15. Editorial Calendars! • Write for your audience – Be granular • Align with annual dates • Write out tags, metatags and label your images • Promote your calendar • Find likeminded partners
  16. 16. Tips! • Promote your content – Click to Tweet • Measure and adjust
  17. 17. Other Ridiculously Cool Links • Bit.ly • Google Analytics • Google AdPlanner • KeywordSpy • Wordpress • Compete
  18. 18. Don’t Stop Learning!
  19. 19. Thank You!

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