ucla x425 fall '14 - week 3
TRANSCRIPT
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Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 3 (November 18):
•Getting more fans, likes, followers•Key Performance Indicators (KPIs) •Types of Social Media Content•SEO for the PR pro•Online reputation management•Make yourself easy to find (inbound links
and referrer sites)•Guest speaker:
Tony Adam (@TonyAdam)
Founder & CEO, Eventup
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UCLA X425 Fall 2014
• Follow others (reciprocity)
• Complete your profile and look “legit” (photo, keyword and links)
• Engage!
• Leverage what’s trending (#hashtags/keywords)
• Post when/where your target followers hang out
• Attend events (online/offline; e.g., Twitter chats)
• Mention other users in your posts (“ego bait”)
• Promote everywhere (email sig, website, marketing collateral, etc.)
• Buy them... literally (but don’t)
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UCLA X425 Fall 2014
• 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.
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1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the discussion)
UCLA X425 Fall 2014
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• Enabled by social media and new forms of “owned” and “shared” media.
• Develop branded content and distribute/share with target audiences directly – without the implied third-party endorsement of coverage in traditional news media.
• PR pros are now in the content creation business, as well as the “paid media” business.
• Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc.
“Content Marketing, “Brand Journalism, “Native Advertising”
UCLA X425 Fall 2014
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UCLA X425 Fall 2014
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• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage • And of course, Apologies
UCLA X425 Fall 2014
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• Video sharing sites (YouTube/Google, Vimeo, Viddy)
• Apps (Vine)
• Live streaming (Ustream, Vokle, Google+ Hangouts)
• Don't forget embed codes (to insert video on any web page)...
UCLA X425 Fall 2014
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1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2014
The Final Project
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UCLA X425 Fall 2014
The Final Project
It starts with your GOALS!
Vague Social Media Goals: •Increase awareness among key audiences•Enhance company’s image online•Promote company’s products/services
More Specific Social Media Goals: •Drive website traffic and new customer leads•Engage with current/prospective customers and generate sales•Expand company’s leads database and community of followers
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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 X425 Fall 2014
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Arm & Hammer Baking Soda (circa 1970s)
Goal: Turn the tide and increase sales of baking soda
Strategy: Devise new uses for baking soda
Tactics: Advertising infomercials, retail promotions, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
UCLA X425 Fall 2014
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Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings.
UCLA X425 Fall 2014
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UCLA X425 Fall 2014
1) Relevance (based on your content – page titles, keywords, tags,
etc.) 2) Authority (based on your inbound links – note .edu and .gov
vs. the rest – the NY Times trumps a small time blogger)
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SEM - Search Engine Marketing
•Purchasing links
•Akin (in PR speak) to "Earned" vs. "Paid" media
UCLA X425 Fall 2014
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UCLA X425 Fall 2014
The results that come up when you perform a Google search
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UCLA X425 Fall 2014
And remember... all content and links are not created equal.
"The solution to pollution is dilution."
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UCLA X425 Fall 2014
Develop multiple content assets to help push down negative links (as well as negative, autosuggested searches).
Tactics: YouTube videos, topic-specific landing pages (with embedded YouTube videos), press releases through online wire services, blog entries and social
media profiles.
"The solution to pollution is dilution."
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UCLA X425 Fall 2014
1. Use relevant keywords (and position them prominently)
2. Use “anchor text” (embedded) links
3. Short, SEO and Tweet-friendly headlines (Google displays roughly first 65 characters in search results)
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Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag: #UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 3 (November 18):
Guest speaker:
Tony Adam (@TonyAdam) President & CEO, Visible Factors