Comm 333 (Social Media)
Comm 333 (Social Media) COMM 333-01
U of L
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This 9 page Class Notes was uploaded by Alli Mayes on Saturday February 6, 2016. The Class Notes belongs to COMM 333-01 at a university taught by Karen Freberg in Winter 2016. Since its upload, it has received 34 views.
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Date Created: 02/06/16
Comm 333 Notes/Week 3 Strategic Planning with Social Media: Social Media Strategy: Analysis of Social Media Accounts -Social Media Promotions and Campaigns -Competitor Analysis [social media accounts] Research: Type of Methods -Primary and Secondary Research -Qualitative v. Quantitative Research Goals: What do you need to better understand before developing the program? -To identify key audiences and audience segments -To assess stakeholder attitudes and perceptions Situational Analysis: Follow the SWOT format -Strengths - Internal characteristics and considerations that could help achieve goals - Weaknesses - Internal characteristics and considerations that could work against achieving goals -Opportunities – External trends, factors, and considerations that could work to the organization’s advantage if properly handled -Threats – External trends, factors, and considerations that could work to the organization’s disadvantage -Strategic Implications (The most important element of the SWOTS; should lead to/support Strategies.) – After stepping back and -Looking at the previous four sections (SWOT), what major conclusions and insights do you have that will affect the design of the overall social media campaign? How do the dots connect? If A is true, and B is true, then we should (or should not) take a particular approach to solving the problem. 36 Rules of Social Media: 1. If all you do is respond to complaints, that’s all people will send you. 2. Stop & ask “would an actual person talk that way?” 3. Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to. 4. The consumer is out for himself, not for you. 5. As monetization attempts go up, consumer experience goes down. 6. Don’t try to be clever, BE CLEVER! 7. Social is 24/7, not a one-time stunt. 8. Always write back. 9. Have an ROI. Have an ROI. Have an ROI. 10. People would rather talk to “Comcast Melissa” than “Comcast.” 11. Solve problems for people who talk about you, even if they don’t address you. 12. Not everything will work and that’s fine. 13. Embrace negative content about your brand. 14. Everyone is an influencer. 15. If fans distribute your content without your permission, offer to help. 16. It’s okay to drive people to your site instead of Facebook’s. 17. Upgrade your page or delete it. 18. Don’t make people do X, Y, then Z. Stick with X. 19. Last year: Pump out content. This year: Optimize content. 20. Become BFF’s with your Facebook reps. 21. Social media doesn’t exist in a vacuum. Make traditional media and social work together. 22. Desktop is conquered territory. Mobile is the battlefield. 23. If you don’t see financial results, you wasted your money. 24. People fight for their privacy. 25. The only way to scale word of mouth: Paid advertising. 26. Have a crisis plan. 27. Don’t use ads to prop up boring content. Use ads to accelerate successful content. 28. Forget individuals. You’re creating content that encourages groups to form. 29. People don’t want to shop where they socialize. 30. Contests and sweepstakes are fine, if you want to encourage short relationships. 31. People care what you had for breakfast – if you’re a food brand. 32. Pinterest works. 33. Your fans own your brand. 34. If you’re bored by social media, it’s because you’re trying to get more value than you create. 35. Think past vanity metrics like followers. 36. It’s an organism, not a process. State Objectives: What does the organization expect to accomplish through social media marketing? -Examples -Increase awareness of [client / event / products] by 25% among [target audience] by [date] -Increase engagement with social media outlets [Twitter] by 20% [1000 likes to 1200 likes] by August 2016. Gather Insight into your Target Audience: -Which segments should we select to target with social media activities? -What are the relevant demographic, psychographic, and behavioral characteristics of the segments useful in planning a social media marketing strategy? -What are the media habits, and especially the social media habits of the segments? -Elements to consider Key Research to Note: -Social Media Usage: 2005-2015 | Pew Research Center http://ow.ly/Xvkaz -Should You Market to Baby Boomers on Social Media? | DMN3 http://ow.ly/Xvkpn -Millennials: Confident. Connected. Open to Change | Pew Research Center’s Social & Demographic Trends Project http://ow.ly/HHN5h -Social Technographics from Forrester -Empowered http://ow.ly/HHNiy & Overview of types http://ow.ly/HHNw0 Select Social Media Platforms: Which mix of social media will be best for accomplishing the objectives within the resources available? Social relationship strategies -What approach to social networking and relationship building should we use? -How will we represent the brand in social networks (as a corporate entity, as a collection of corporate leadership, as a brand character)? -What content will we share in this space? -What voice will we use for social media? -What is our current relationship with our key audiences? Where does social media come into play? Create an Experience Strategy Using Social Media: -How can we develop social media activities that support and/or extend our existing promotional strategies? -What type of messages do we want to share using social media? -How can we encourage engagement with the brand in social spaces? -How can we encourage those who engage with the brand socially to act as opinion leaders and share the experience with others? -In what ways can we align the zones used as well as other promotional tools to support each other? Can we incorporate social reminders in advertising messages, in store displays, and other venues? Establish an Activation Plan: Strategies [how you are going to accomplish the set objectives] -How do we make the plan happen? -Who is responsible for each aspect of implementing the plan? -What is the timing of the elements in the plan? Tactics -Specific examples of tools you are going to use to communicate and engage in strategies -Tools of communication: ex. Facebook contest, Twitter chat session, Instagram crowdsourcing campaign with videos, etc. Evaluation -Metrics you will be looking at should always be aligned with what you want to accomplish in your set objectives -Reach, Resonance, Impact, Impressions. Sentiment Analysis, Influence, Relevance, Engagement, etc. Budget: Social media isn’t inexpensive, it’s different expensive – Charlene Li Content Calendar: Purpose -Plan content around key events and important dates -Evaluate “gaps” in calendar / opportunities for new content connected to the brand -Determine topics/themes/audiences Prepared weeks/months in advance -Create / Schedule / Publish / Promote / Track / Evaluate Room for real-time marketing [planned and some spontaneous] Templates -Hootsuite -Buffer Why Are Content Calendars Important? Focus on the content relevant to audience Provide you value and connection to your target audiences Leverage across mediums and integrate them onto different platforms Inspires internal creativity and brainstorm sessions for content Streamline resources, ideas, content on a regular basis Type of Content That Can Be Used: Presentations Data [research, surveys] and transform them into infographics Video / Images Contests Interviews / Features News related posts relevant to area / industry Lists Blog Posts Social media updates Case Studies Charts and Infographics News [Local] Industry Events Local Events Recurring series [ex. podcasts, video features, etc.] New initiatives Seasonal content Community Management Responsibilities: Relationships -Building relationships with key members of the community, nurturing customers and developing engagement strategies. Advocacy -Being an internal advocate for the customer. Personable -Making the brand personal and accessible to customers. Moderation -Enforcing guidelines, policies, and governance + managing public and private platforms. Insights -Delivering insights about your customer and reporting on the successes of the community. Social Media Management Responsibilities: Strategy -Alignment of social media strategies throughout different departments within the company. Results -Assessing the effectiveness of social media activities. Data -Taking social data and turning it into actionable data. Content -Curating and creating content for social platforms taking into consideration platform nuisances. Security -Maintaining the security of social media accounts. Consider The Following for SM Plans: Purpose: It’s not what you promote on social media, but why you are promoting it is key. What is unique/special/important to communicate here about your client? Integrated = key. Successful social media is a blend between social and traditional. Focus on experiences and stories Be clear and value feedback – formulate content and protocols/strategies to be aligned with thus. Always think about evaluation legal, and ethics w/ strategies and tactics. Have to be aligned & coordinated all together. Embrace innovation/creativity with ideas – but everything has to be aligned with the goals, strategies, and purpose of the campaign Why are Stories Important? In 2015, we are in information overload. -So many platforms are out there and lots of information and data is being shared and analyzed. -Stories focus on the “so what” factor and generate conversations and engagement among intended receivers. -“Experience” mentality – don’t tell me, show me. We crave personal stories that are memorable. -Emotional and personal connections creates a long-term and sustaining bond from hearing about the experience shared in the story Stories as a Strategy: Stories are powerful and everlasting and they are what turn a commodity into a business. It comes down to -Brand Equity -Relationships -Relatable and Relevant content -Emotional Connection -Creates suspense, curiosity, and anticipation -Emotional Impact (ex. Batkid, WestJet Airlines Christmas video, ALS Ice Bucket Challenge) -Provides people with a sense of the world Characteristics of a Good Story: Engaging with Personal Voice -> Entertaining -> Clear Structure and Message -> Transparent & Authentic -> Timely & Being Relevant -> Evidence (Experience Captured) -> Engaging with Personal Voice To Summarize: In order to create engagement, you have to get your audience to care. Interactivity creates deeper engagement across audiences -Requires or allows the audience action to learn more about the story. -Direct experience that is then shared is ideal Engagement focuses on strategically creating an environment with your story that keeps audiences coming back for more -Long-term focused for storytelling -Calls upon strategy and creativity Best Practices: Be honest and transparent with your stories. -Individuals, agencies, and brands need to know what their stories are before they share them. -Focus on strategy in crafting stories with a set direction in mind. -Push / Pull mentality with visuals – meaning and purpose key Determining what the brand / customer wants in content and meet in the middle. -Acceptance of stories comes from the reaction from the customer in experiencing and being part of the story Effective Storytelling: Collect data (visuals and other photos) that will help communicate backstory of your company and brand Determining the main parties involved in the story for the brand (ex. one spokesperson, team of employees, entire company, etc.). Create and curate content strategically. Review platforms best to communicate visual stories. Align company or brand’s story to their external and internal environment.
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