UCLA x425 Fall '14 - Serena's Presentation
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Editorial calendars and the social media toolbox.
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UCLA x425 Fall '14 - Serena's Presentation
- 1. Social Media Tools • The free … and the not so free • (but so incredibly important you will find a budget) • For UCLA x425 • PS: Feel free to tweet this out! @serena
- 2. Agenda • Free Tools! • But first…. Setting goals • Shhhh! Start listening • Where are your customers? • Everyone needs an automated assistant • Finding influencers • Finally, a little help • Other ridiculously cool links • And of course a plug for Social Media Club – Extend your education after this course!
- 3. Setting Goals • Consider the marketing funnel • Consider your consumer(s) purchase process • Be realistic • Adjust as you go
- 4. How to Set Up A Monitoring Program
- 5. Reputation Terms To Monitor • C-suite names • Activists • Brand/products • Investors • Cashtags • Journalists • Competitors • Typos • Industry terms
- 6. Shhhhhh! Start • Google Alerts Listening • Google Blog Search • Google Trends • Technorati • Social Mention • Topsy • HowSociable • Addictomatic • BoardReader
- 7. And of course.... • Thinkupapp.com • Bottlenose • Cyfe And if you have budget • NUVI • Sysomos
- 8. • Facebook Tools Bonus Tools – FB Analytics – EdgeRankChecker • Twitter Tools – whathashtag.circulorojo.es/ – WThashtag – TwitterCounter – CYA – SocialBro – comm. mgmt – Twitalyzer – localized search – TweetReach – influencer reach – Nearby Tweets – localized monitoring
- 9. Finding Influencers • Klout • PeerIndex • Kred.ly • FollowerWonk • AllTop • Listorious • Wefollow
- 10. Finally… A Little Help • Hootsuite • Tweetdeck • BufferApp • CoTweet • Time.ly
- 11. Act Upon Results! • Identify new fans • Listen for issues and attacks • Determine company opportunities • Assess potential impact • Use decision trees • Enlist DCMA takedowns
- 12. Create a Search Result Baseline
- 13. Use Decision Trees! Definition Response level Activist attack Report to CEO, IR, PR Stock impacting situation Report to CFO, IR, PR Angry customer Report to Customer Service Message misalignment Report to PR, IR CEO misquote Report to IR, PR Social media mistake Report to PR, IR, HR Customer queries Pre-approved Article shares quotes Pre-approved Brand fans Pre-approved Threat Level High Threat Medium Threat Low Threat
- 14. Editorial Calendars! • Get organized • Who is your audience • Set a frequency • Determine content type • Determine content theme • What assets do you have
- 15. Editorial Calendars! • Write for your audience – Be granular • Align with annual dates • Write out tags, metatags and label your images • Promote your calendar • Find likeminded partners
- 16. Tips! • Promote your content – Click to Tweet • Measure and adjust
- 17. Other Ridiculously Cool Links • Bit.ly • Google Analytics • Google AdPlanner • KeywordSpy • Wordpress • Compete
- 19. Thank You!
Editor's Notes
- Anything I am missing please add.
- Social media drives to the marketing funnel. What do you want your program to accomplish?
- People are talking about your organization, your employees, your management, your brand, right now. Employees Reporters Analysts Competitors Brand fans Brand haters Bad people Good people Trolls
- Set your baseline so you know when something big is happening Competitive intelligence, rumors, unfiltered feedback Everyone has haters Crisis Communications: Social News Funnel
- Include tracking codes to better result tracking Growth, engagements, actions, website traffic, sales
- Tip! Don’t outreach to tier 1 bloggers. Reach out to 3rd/4th tier who have smaller followings but higher influence Tip! Join in Twitter chats Tip! Images + text = action – use photo captioning tools Tip! Ask people for action (shares, likes) – in detail. Be very specific Tip! Find partnership opportunities to help grow visibility
- Tip! Facebook visibility is now pay for play – you must advertise to be seen Tip! Don’t use 3rd party autoschedulers to FB – 80% decrease in visibility
- Attend Social Media Club LA monthly events – only $10 and includes great info, solid networking and, of course, great food. www.socialmediaclub.la Read! SocialMediaClub.org eMarketer Search Engine Land Follow! @serena @jspepper @smc_la @erikdeutch @mogreet (for mobile news)