UCLA X469.21 - FALL '15 WEEK 3

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


What’s the ROI?

• Generate awareness• Increase engagement

• Increase influence • Motivate action

(purchases, leads, etc.)

Tie to Core Objectes!!!!!!!!!!!!


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.


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)


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



What is Branded Content?


• 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


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


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


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)


Contests and Promotions

• Platform • Entry Mechanism

(sweepstakes, like/follow, share, create, etc.)

• Title• Schedule • Prizes/Winner Selection• Official Rules/Enforcement• Management System • Promotion


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

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 '15 WEEK 3

Education