Analyzing and resolving a communication crisis in Dhaka textiles LTD.pptx
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UCLA X469.21 FALL '17 - WEEK 3
1. Instructor:
Erik Deutsch (@erikdeutsch)
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 30):
⢠Final Project Overview â Social
Media Plan Outline
⢠Social Media Platform Convergence
⢠Facebook, Instagram & Twitter Basics
Guest speaker:
Serena Ehrlich(@Serena)
Director, Social & Evolving Media
Business Wire
UCLA X469.21 Fall 2017
2. 1. Situation Analysis (a few paragraphs â no boilerplate)
2. Goals (bullet points â well defined)
3. Target Audiences (bullet points â demo/psycho)
4. Competitive Analysis (a few paragraphs)
5. Strategies (bullets)
6. Tactics (bullets)
7. Measurement (starting point + benchmarks)
The Final Project
UCLA X469.21 Fall 2017
3. ⢠Ask yourself âwhy?â â then ask again
⢠Tied to core (bottom line) objectives
(expanding social media presence is not an underlying goal)
⢠Be specific
Vague Goals: Increase awareness, enhance image,
promote products/services
Specific Goals: Drive website traffic, engage with
existing/new customers and generate sales,
expand companyâs leads database, position
company leaders as experts in their field
UCLA X469.21 Fall 2017
4. ⢠Be specific:
⢠Think beyond âcustomers/donorsâ
and âthe public at largeâ
⢠B2B and/or B2C
⢠Demographic, geographic,
psychographic, behavioristic, etc.
⢠Basic demographics include age,
gender, income, profession,
education, family size, homeowner,
marital status, etc.
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5. Strategy:
Plan of action for achieving a goal or solving a problem
(derived from the Greek word for leading an army).
Tactic:
Means by which a strategy is carried out â specific action
items (derived from the Greek word for arranging or ordering)
UCLA X469.21 Fall 2017
6. Strategy = General Plan of Action (what youâre going to do)
e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy (how youâre
going to do it)
e.g., Gather intelligence, destroy enemy communications,
ground invasion, etc.
Put another wayâŚ
Strategies â the high-altitude view
Tactics â on-the-ground view
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7. Goal: Turn the tide and increase sales of baking soda
Strategy: Introduce new uses for baking soda
Marketing Tactics: Advertising, retail promotions, new
product launch PR, publicity stunts, contests, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
Arm & Hammer Baking Soda (circa 1970s)
UCLA X469.21 Fall 2017
8. Platforms are copying features that
attract and engage users (goal to deliver
more ads).
⢠Disappearing photos/videos/
messages
⢠Visual filters/âlensesâ
⢠Story (âStoriesâ) format
⢠Hashtags
e.g., Facebook/Instagram copying from
Snapchat
Therefore, marketers should platforms
based on audience, not features or
format
UCLA X469.21 Fall 2017
10. 1. Personal Profiles
2. Groups
3. Brand Pages
- Local Business or Venue
- Company or Organization
- Brand or Product
- Artist or Public Figure
- Cause or Community
Also â FB Messenger Bots are
used increasingly for customer
service and one-on-one
engagement
UCLA X469.21 Fall 2017
11. Facebook âCustomersâ vs. âUsersâ
- Advertisers are the âCustomersâ
- Users are the âProductâ
FB is a consumer data collection engine
and ad serving platform
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12. ⢠Organic vs. paid (sponsored posts)
⢠Edgerank algorythm (affinity, weight and
recency)
⢠Insights (native analytics)
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13. UCLA X469.21 Fall 2017
Classic âbait & switchâ â FB sold brands on investing in fans/likes, then
changed the algorithm to severely limit organic access those fans/likes
14. Just Announced â âSplit Feedsâ
Facebook is testing changes
to split its news feed
into a primary feed for
friend-and-family content
and a secondary feed for
brand and media pages.
Promoted posts would
remain in the primary feed.
UCLA X469.21 Fall 2017
15. ⢠Quality over quantity.
⢠Shorter posts (to generate more engagement).
⢠Provide a link (and hashtag).
⢠Ask questions (to ignite a dialogue).
⢠Use photos, links and ânativeâ video for higher
edgegrank.
⢠Go live! FB Live video streaming
⢠Pay to expand reach
UCLA X469.21 Fall 2017
16. 1.General Status Update
2.The Retweet (RT and MT)
3.The @Mention
4.The @Reply
5.Direct Messages (DM)
6.Hashtag Tweet (#)
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17. Tweet Structure
- Headline or phrase
- Link
- Hashtag
Itâs a micro blog post â tell a
story (in just 140 characters)
UCLA X469.21 Fall 2017
18. ⢠Tweets with image and video links have 5 times the
engagement rate
⢠Tens of millions of fake Twitter users â plus 44 percent
of users have never sent a single tweet
⢠The cost of a 24-hour promoted trend costs
about $200K
⢠Katy Perry is the queen of Twitter with more than 98
million followers
⢠Ellenâs photo of celebs at the Oscars generated 3.4
million retweets within hours â recently surpassed by a
kid trying to get free chicken nuggets.
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19. ďˇ Owned by Facebook (acquired with
valuation higher than the NY Times)
ďˇ More for improving brand visibility and
building community than driving
website traffic
ďˇ Photos, âStoriesâ and Videos (60
second clips + live streaming)
ďˇ Native analytics provide detailed
follower data (demographics, usage
info, etc.)
UCLA X469.21 Fall 2017
20. ⢠Get Discovered:
o #HASHTAGS to classify images and aid discovery
o Insert most of your hashtags into comments
(keep photo captions clean)
o Tag people and use geolocation
o Review âSearch & Exploreâ page for whatâs
trending
o Follow, like/comment and engage!
⢠Overcoming no live links in captions:
o URL in profile bio
o Watermark images to stamp URL on photos
UCLA X469.21 Fall 2017
21. ⢠Follow others (reciprocity)
⢠Complete your profile and look âlegitâ (photo, keywords and links)
⢠Engage!
⢠Leverage whatâs trending (#hashtags/keywords)
⢠Post when/where your target followers hang out
⢠Attend events (online/offline; e.g., Twitter chats)
⢠Mention and tag other users in your posts (âego baitâ)
⢠Promote everywhere (email sig, website, marketing collateral, etc.)
⢠Buy them... literally (but donât)
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22. ⢠YouTube - Video Sharing
⢠Pinterest â Scrapbooking
⢠LinkedIn â Pro Networking
⢠Snapchat â Messaging
⢠Swarm â Geolocation
⢠Periscope â Video Streaming
*Note: List subject to change every five
minutes.
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