This document outlines the agenda for Meeting 3 of the #SocMedUCLA course on Best Practices in Social Media. The meeting will provide additional information on the final project, discuss objections to social media, and how to measure success through ROI, KPIs. It will also cover working with bloggers/influencers, dealing with negativity online, and legal issues like FTC disclosure and copyright. The guest speaker will be Sara Dunaj, the Social Media Manager for Princess Cruises. The final project requirements are then outlined, including conducting a situation analysis, defining goals and target audiences, competitive analysis, proposed strategies and tactics, and how to measure outcomes.

1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (April 16):
• 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 Spring 2018

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)
The Final Project
UCLA X469.21 Spring 2018

3. • Ask yourself “why?” – then ask again
• Tied to core (bottom line) objectives
(expanding social media presence is not an underlying goal)
• Be specific
Vague Goals: Increase awareness, enhance image,
promote products/services
Specific Goals: Drive website traffic, engage with
existing/new customers and generate sales,
expand company’s leads database, position
company leaders as experts in their field
UCLA X469.21 Spring 2018

4. • Be specific:
• Think beyond “customers/donors”
and “the public at large”
• B2B and/or B2C
• Demographic, geographic,
psychographic, behavioristic, etc.
• Basic demographics include age, gender,
income, profession, education, family
size, homeowner, marital status, etc.
• Basic psychographics include personality,
value, attitudes and lifestyle
UCLA X469.21 Spring 2018

5. Strategy:
Plan of action for achieving a goal or solving a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out – specific action
items (derived from the Greek word for arranging or ordering)
UCLA X469.21 Spring 2018

6. Strategy = General Plan of Action (what you’re going to do)
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy (how you’re
going to do it)
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Put another way…
Strategies – the high-altitude view
Tactics – on-the-ground view
UCLA X469.21 Spring 2018

7. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
Marketing 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 2018

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 Spring 2018

9. • Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Objectives!!!!!!!!!!!!
UCLA X469.21 Spring 2018

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 Spring 2018

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 Spring 2018

12. UCLA X469.21 Spring 2018

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 Spring 2018

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 Spring 2018

15. UCLA X469.21 Spring 2018

16. Social media is a complaint machine people gleefully share with friends.
UCLA X469.21 Spring 2018

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 Spring 2018

18. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (April 16):
Guest speaker:
Sara Dunaj (@SaraDunaj)
Social Media Manager
Princess Cruises
UCLA X469.21 Spring 2018