ucla x469.21 - fall '15 week 3
TRANSCRIPT
Best Practices in Social Media for the Communications Professional
Instructor: Erik Deutsch (@ErikDeutsch)#SocMedUCLA
Meeting 3 (October 27): Objections to Social Media ROI & KPIs Brands as Publishers Types of Social Media Content “Feeding the Beast” Video Sharing & Live Streaming Contests Promotions Final Project Template Guest speaker: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com, TECHmunch Food Blogger Conference
UCLA X469.21 Fall 2015
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity2. Our customers don't use social media3. People can say mean things about us
Objections to Social Media
UCLA X469.21 Fall 2015
What’s the ROI?
• Generate awareness• Increase engagement
• Increase influence • Motivate action
(purchases, leads, etc.)
Tie to Core Objectes!!!!!!!!!!!!
UCLA X469.21 Fall 2015
But How Can You Measure this Stuff???
• Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook), retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.• Action - Conversions, sign-ups, downloads,
purchases, etc.
UCLA X469.21 Fall 2015
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 2015
Use the Right Platform-SpecificTerminology
Publish great, insightful and inspiring content and let the crowd vote with “social proof.” • Twitter Retweets • Blog Comments • Facebook Shares and Likes • LinkedIn Shares• Google+ Plus One’s
Types of Social Media Content
1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the discussion)
UCLA X469.21 Fall 2015
What is Branded Content?
• Everyone (brand, organization, individual) is now in the content creation business
• “Owned” and “Shared” media. • Distributed directly to target audiences –
no implied third-party endorsement via coverage in traditional news media.
• Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc.
• Today’s communicators must be adept at content creation – text, images, video, audio, etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Fall 2015
UCLA X469.21 Fall 2015
What is Branded Content?
UCLA X469.21 Fall 2015
• Assess content assets – build inventory • Original content (data, interviews,
event coverage, presentations, white papers, lists, infographics, timely topics, how-to/instructional, etc.)
• Repackage/repurpose/recycle • Curate • Co-create – partner with others, invite
guest posts
• Develop and maintain a social media editorial calendar (remember “rule of thirds”)
Feeding the Content Beast
UCLA X469.21 Fall 2015
Staggering increase in mobile users!!!
You can’t go viral if your content isn’t easily viewed and shared on the mobile web.
Mobile-Friendly Content
UCLA X469.21 Fall 2015
Ways to Use Video• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage • And of course, Apologies
UCLA X469.21 Fall 2015
Options to Distribute Video
• Traditional Video Sharing Sites e.g., YouTube, Vimeo, Viddy
• Social Video Apps e.g., Vine, Instagram
• Live Streaming Video Sites e.g., Ustream, Vokle, Google+ Hangouts
• Social Live Streaming Apps e.g., Meerkat, Periscope (Twitter integration – automatically tweet link when stream is launched)
• Don't forget embed codes (to insert video on any web page)
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Contests and Promotions
• Platform • Entry Mechanism
(sweepstakes, like/follow, share, create, etc.)
• Title• Schedule • Prizes/Winner Selection• Official Rules/Enforcement• Management System • Promotion
UCLA X469.21 Fall 2015
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)
UCLA X469.21 Fall 2015
The Final Project
Instructor: @ErikDeutsch
#SocMedUCLA
Best Practices in Social Media for the Communications Professional
Meeting 3 (October 27):Guest speaker:
Babette Pepaj (@BakeSpace)Founder, BakeSpace.com,
TECHmunch Food Blogger Conference
UCLA X469.21 Fall 2015