This document outlines the topics that were covered in Meeting 2 of the course "Best Practices in Social Media for the Communications Professional" taught by Erik Deutsch. The meeting included discussions on traditional vs social media, types of social media marketing (paid, earned, shared, owned), measuring social media success, developing a social media strategy, and an overview of the final project which is a social media plan outline. The meeting featured a guest speaker, Clint Schaff, a senior marketing executive, educator and entrepreneur.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Meeting 2 (April 15):
 Traditional vs. Social Media
 Paid, Earned, Shared & Owned
 Can/Should Social Media
Supplant Traditional Websites
 ROI, KPIs and Measuring Success
 Developing a Social Media
“Playbook”
 Final Project Template – The
Social Media Plan Outline
 Guest speaker:
Clint Schaff (@ClintSchaff)
Senior Marketing Exec., Educator
and Entrepreneur
UCLA X469.21 Spring 2016

2. Heads Up -- Twitter Chat Tomorrow (4/13) with
PRSA New Professionals re. PR/Social Media Toolbox

3. UCLA X469.21 Spring 2016

4. UCLA X469.21 Spring 2016

5. TRADITIONAL SOCIAL
Broadcast
Expensive Infrastructure
One-Way (Publisher to Consumer)
Letter to the Editor/Public Access TV -
C’mon!
Next-day water cooler discussion
No barriers - Free tools online
Narrowcast (Niche) / Targeted
Two-Way/Multidirectional
(interactive dialogue)
Immediate opportunity to share/go viral
Professional journalists (gatekeepers) User Generated Content (UGC)
Editorial process/oversight
Editorial is distinct from advertising
Anything goes
Anything goes
UCLA X469.21 Spring 2016

6. Traditional display/banner advertising
Native advertising (promoted Tweets, sponsored FB and blog posts, etc.)
SEM (e.g., AdWords)
Promotions
Media
Bloggers
Influencers
Social Networking Sites, Apps, Forums, etc.
WOM (word-of-mouth)
Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Spring 2016

7. UCLA X469.21 Spring 2016

8. • Easy set up and maintenance
• Quickly upload all types of information
• Inherently viral platform
• People login EVERY DAY!
• 1 BILLION strong (“fish where the fish are”)
UCLA X469.21 Spring 2016

9. • Facebook is always changing
• Ownership -- they control access and can change the rules
• Provides limited SEO benefit
• Doesn’t provide fan contact information
• Not everyone is on Facebook (though fan pages are public)
• Facebook is now a paid platform – Reach<2.5%, click
through rate = 0.14% for “big” pages
UCLA X469.21 Spring 2016

10. • Awareness - Website visitors, page views,
fans/followers (tangible metrics)
• Engagement - Comments (blog, Facebook),
retweets, time spent on site
• Influence - Third-party mentions, inbound links
• Action - Conversions, sign-ups, downloads,
UCLA X469.21 Spring 2016

11. • Reach/Impressions – # of individuals who saw your content
• Clickthrus – # of times someone used a link you posted
• Unique Visitors –# of distinct individuals visiting your website
• Page Views – # of times a user visited a particular page on your website
• 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 user responded to your call to action.
UCLA X469.21 Spring 2016

12. 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 Spring 2016

13. • Ask yourself “why?” – then ask it again
• Tied to core (bottom line) objectives
• Be specific
Vague Goals: Increase awareness, enhance image,
promote products/services
Specific Goals: Drive website traffic and attract
new customers, engage with current/prospective
customers and generate sales, expand company’s
leads database
UCLA X469.21 Spring 2016

14. • Tied directly to your Goals.
• Don’t be vague:
• Think beyond “customers/donors”
and “the public at large”
• B2B and/or B2C markets
• Demographic, deographic,
psychographic, behavioristic, etc.
• Basic demographics include age, gender,
income, profession, education, family
size, homeowner, marital status, etc.
UCLA X469.21 Fall 2015

15. Strategy:
Plan of action designed to achieve a goal or solve a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – the specific action
item (derived from the Greek word for arranging or ordering)
UCLA X469.21 Spring 2016

16. Strategy = General Plan of Action
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Or put another way...
A strategy is an idea or conceptualization of how a goal will
be achieved.
A tactic is an action to execute the strategy.
UCLA X469.21 Spring 2016

17. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
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 Spring 2016

18. Instructor:
Erik Deutsch
(@ErikDeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 2 (April 12):
Guest speaker:
Clint Schaff (@ClintSchaff)
Sr. Marketing Exec., Educator & Entrepreneur
UCLA X469.21 Spring 2016