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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
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Heads Up -- Twitter Chat Tomorrow (4/13) with PRSA New Professionals re. PR/Social Media Toolbox
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“Traditional” Media
UCLA X469.21 Spring 2016
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New Media
UCLA X469.21 Spring 2016
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TRADITIONAL
Traditional vs. Social MediaSOCIAL
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
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Traditional display/banner advertising Native advertising (promoted Tweets, sponsored FB and blog posts, etc.) SEM (e.g., AdWords) Promotions
MediaBloggersInfluencers
Social Networking Sites, Apps, Forums, etc.WOM (word-of-mouth)
Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
The New Landscape – “PESO”
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Spring 2016
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UCLA X469.21 Spring 2016
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Advantages of Using FB as Your
Primary Online Hub• 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
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Disadvantages of Using FB as Your
Primary Online Hub• 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
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But How Can You Measure this Stuff???
• 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,
purchases
UCLA X469.21 Spring 2016
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Even More Important than “Followers” -
KPIs for Content Marketing• 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
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Social Media Plan Outline: The Template
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
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• 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
Goals
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• 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
Target Audiences
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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)
Strategies & Tactics
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Strategies vs. TacticsStrategy = 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.
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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)
Strategies vs. Tactics
UCLA X469.21 Spring 2016
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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