uc berkeley extension social media...
TRANSCRIPT
![Page 1: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/1.jpg)
UC Berkeley ExtensionSocial Media Strategies
![Page 2: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/2.jpg)
Session 6
![Page 3: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/3.jpg)
Mid-Term – By the Numbers
• Avg Time to complete: 2:24:45• Shortest time: 1:31:47• Longest time: 3:00 – 2-way tie• Avg Grade: 81.5%• Lowest Grade: 62.5%• Highest Grade: 97%
We’ll review the questions later this evening….
![Page 4: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/4.jpg)
Social Media Strategy Examples
![Page 5: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/5.jpg)
StartUp: Coin
• Product: Payment device
• Strategy: Referral loop (rewarding people for sharing online) http://youtu.be/w9Sx34swEG0
See the result on the next slide
![Page 6: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/6.jpg)
• Result:– 1 post
resulted in 45 shares
![Page 7: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/7.jpg)
Continue to Listen & Monitor
http://money.cnn.com/2013/11/20/technology/innovation/coin-card-startup/
![Page 8: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/8.jpg)
Social Media Goals:• Build awareness, community• Increase fan engagement• Encourage FB fans to purchase from their
website
![Page 9: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/9.jpg)
Their Approach
• Facebook ads – targeting people who listed interests in music such
as “Arcade Fire,” “M83,” and “Passion Pit.”– targeting people with specific Likes and Interests
around rival brands, such as “big shot bikes,” “mission bicycle” and general keywords like “fixies” and “track bikes.”
• Engaging content, including contest for “most beat-up bike”
![Page 10: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/10.jpg)
Results
• $500K in annual incremental sales tracked to coupon codes & traffic exclusively from Facebook
• 12% increase in website traffic from Facebook
• 10x growth in fanbase in 12 months
![Page 11: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/11.jpg)
Tough Mudder
Social Media Goals:• Increase brand awareness on a global scale• Event sign-ups, city specific, social &
shareable• Develop an engaged community of individuals
interested in participating in Tough Mudder
Event: 12 mile obstacle course for the extreme sport enthusiast
![Page 12: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/12.jpg)
Their ApproachCreated FB page in 2010 to drive engagement, sales, & global awareness• Developed custom tab for events – when TM was coming to your city
awareness, sales• Posted pictures and stories of peeps who made the “Tough Mudder Hall
of Fame” - easily shareable -> global awareness• Encouraged engagement with fill-in-the blank sentences, such as:
“The best part of Tough Mudder is _________” engagement• Developed a custom tab called “Are You Mudder Ready?” that allowed
users to take a quiz about how prepared they were to take on the 12-mile course, and share the results with their networks engagement
• Ran FB ads targeting by location and age AND by d Likes and Interests such as”ice hockey,” “extreme sports” and “MMA” sales, awareness
![Page 13: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/13.jpg)
Results• 24X increase in sales in just
two years, with Facebook being the primary advertising and engagement channel for the company
• 5-10X return on advertising spend on Facebook
• 12X increase in the fan base in 18 months from 200,000 to more than 2.5 million, attributed to Facebook
![Page 14: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/14.jpg)
Scenario
Client: Local Jewelry Shop in NY“I have a pinterest and instagram account now. Can you copy pictures from my Facebook page and populate these two venues? My website is in the final stages of a new mobile platform..I think I can keep up with the photos for both these now and link them to my website. If you get me started that is!Thank you! Marjorie
![Page 15: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/15.jpg)
What should you ask Marjorie?
• How many photos?• What would she want the categories to be on
Pinterest?• Does she want to add a Facebook tab for
Pinterest to her FB page?• How will I access Instagram for her?
![Page 16: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/16.jpg)
What’s your strategy going to be?
Every channel is a cost first, and then MAYBE a benefit.
![Page 17: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/17.jpg)
Content Strategy
![Page 18: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/18.jpg)
Reacting “in the moment”
![Page 19: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/19.jpg)
Reacting “in the moment” is not a strategy
![Page 20: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/20.jpg)
Carefully plan your content strategy
![Page 21: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/21.jpg)
Content Strategy
![Page 22: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/22.jpg)
Foster Relationship/Build Community with GREAT CONTENT
![Page 23: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/23.jpg)
Content Burger
![Page 24: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/24.jpg)
B2B – Using Current EventsCisco Systems connected Earth Day to their Tomorrow Starts Here Campaign with a quote from their Chief Futurist, Dave Evans, which had a link to a video that talked about their technology and how their big data will teach us about climate change.
281 ‘likes’ on Facebook78 shares on Facebook3 comments on Facebook
![Page 25: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/25.jpg)
B2C Current Events
Monopoly celebrates Monday Night Football
![Page 26: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/26.jpg)
B2C Current Events
Many brands changed their logos yesterday to reflect the Supreme Court’s decision to uphold gay marriage.
![Page 27: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/27.jpg)
B2B - Solve a problem
Intel’s blog post promoting their podcast to help security professionals be secure without disrupting end user’s experience.
11,439 blog views
![Page 28: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/28.jpg)
B2C – Solve a ProblemUniversity of Phoenix provides online higher education services and in this Facebook post they share how to network at a career fair by highlighting their career planning tools.
310 likes, 15 comments, 3 shares on Facebook
![Page 29: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/29.jpg)
B2B – Overlapping InterestsXerox, a copier leasing company, talks about energy saving tips by relating it to any office environment
![Page 30: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/30.jpg)
B2C - Overlapping Interests
JetBlue relates a FITB (Fill in the Blank) post to the Hunger Games and gets a ton of engagement from their fans (182% increase compared to their other post types)
Source: Simply Measured Blog
![Page 31: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/31.jpg)
• Canva.com creates great pictures without you having to be a graphic designer
Demo
![Page 32: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/32.jpg)
Exercise• Using the Holiday Insights Calendar Select 2 holidays from August or September
and create 1 post for each on each social network your chose to have a presence on for your final project (minimum 2 social networks) and make it relevant to your brand.
• TIP: Use the sizing from Canva.com to create your image.
![Page 33: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/33.jpg)
Writing Effective Social Copy
• Less is more• Give context• Rewrite the headline• Use synonyms• Eliminate implied words – to, of, it, that, the, • Use #s abbreviations• Actionable language• Include a call-to-action• Tell the story with an image• Write like you speak• Avoid passive voice
![Page 34: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/34.jpg)
Less is More
• If people have to rewrite your content to make it fit, it won’t get shared
• If you want it to be shared, aim <100 characters– Tweets <100 characters get 17% higher engagement rate– Google+, LinkedIn, Facebook* - can be longer form (3-5 sentences)
![Page 35: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/35.jpg)
Give ContextTell people WHY they should click on your content
![Page 36: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/36.jpg)
Rewrite the Headline
Walt Disney World tweeted this in lieu of this
Write a headline YOU would click on. Sometimes blog titles just aren’t good.
![Page 37: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/37.jpg)
Rewrite the Headline
IBM tweeted this in lieu of this
![Page 38: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/38.jpg)
Use Synonyms
Excellent (9) Awesome (7)
Great (5) Top (3)
Use Synonyms to cut down on characters
![Page 39: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/39.jpg)
Include a Call-To-Action
The call to action is not a cliché, it's a necessity. Don’t be afraid to ask for the sale, the download, the
RT.
![Page 40: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/40.jpg)
Avoid Passive Voice
Passive voice weakens your message. Let your subject perform the action.
Active: Researchers earlier showed that high stress can cause heart attacks.Passive: It was earlier demonstrated that heart attacks can be caused by high stress.
Active: Over 82 billion apps are downloaded each yearPassive: Over 82B apps have been downloaded year over year
Active: Passwords are constantly changing, but their story remains the same. Passive: Passwords have evolved, but their story remains the same.
![Page 41: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/41.jpg)
Use more verbs, less nouns –Actionable
Social media scientist Dan Zarrella analyzed 200,000 tweets that included links and found that those that included adverbs and verbs had higher click-through rates than those using more nouns and adjectives.
![Page 42: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/42.jpg)
Images Enhance Your Story
Images do get more shares and overall engagement (2x’s more on Twitter)
Plus, a picture can say your message in unlimited characters
![Page 43: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/43.jpg)
More Image Examples
![Page 44: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/44.jpg)
Exercise
1. Write tweets (less than 100 characters) for the following 3 blog titles:
– Learn how to sell your house in one day– 10 tips to strengthen your lower back– 3 causes of the common cold
2. Write a #HumpDayHaiku 17 syllable poem that is less than 140 characters
3. Write a Facebook post using these 4 words, then compose a Facebook:– Farmer, graze, organic, corn
![Page 45: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/45.jpg)
Homework
• Write a 2nd blog post
![Page 46: UC Berkeley Extension Social Media Strategiessocialstrand.com/wp-content/uploads/2015/07/UCB-Session-6a.pdf · Social Media Goals: • Increase . brand awareness . on a . global](https://reader036.vdocuments.site/reader036/viewer/2022071214/6043483ee1b1e270ac586a6e/html5/thumbnails/46.jpg)
Mid-Term Review