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UCLA X469.21 FALL '17 - WEEK 5
This document outlines the agenda for Meeting 5 of the #SocMedUCLA course on November 13, 2017. The meeting will cover best practices in social media for communications professionals and will feature a guest speaker, Duane Forrester, VP of Industry Insights at Yext. Topics will include issues around information being "off-the-record" online, search engine optimization for PR professionals, and online reputation management.
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UCLA X469.21 FALL '17 - WEEK 5
- 1. Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA BestPractices 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. 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. 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. 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. 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. Strategies (the “bigpicture”) • 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. Think Coach (strategies)and Players (tactics) + Measurement Section (see KPIs + Serena’s tools + Sara’s analytics) UCLA X469.21 Fall 2017
- 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. 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. 1) Relevance: Howrelevant 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. • 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. • External InboundLinks: 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. SEM - SearchEngine 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. The results thatcome up when you perform a Google search UCLA X469.21 Fall 2017
- 15. And remember... all contentand links are not created equal. "The solution to pollution is dilution." UCLA X469.21 Fall 2017
- 16. Develop multiple contentassets 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. - Establish a“home base” for content marketing efforts - Thought Leadership - SEO UCLA X469.21 Spring 2017
- 18. 1. Full-Scale: Wordpress,Blogger, Typepad 2. Hybrid or "Lifestream": Tumblr, Posterous 3. Micro: Twitter UCLA X469.21 Spring 2017
- 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. - 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. Instructor: Erik Deutsch (@ErikDeutsch) #SocMedUCLA Best Practicesin 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