ADPR 3530: Week Four
ADPR 3530: Week Four ADPR 3530
Popular in Online Reputations Management
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This 5 page Class Notes was uploaded by Ariana Cammllarie on Friday February 12, 2016. The Class Notes belongs to ADPR 3530 at University of Georgia taught by Dr. Karen Russell in Spring 2016. Since its upload, it has received 36 views. For similar materials see Online Reputations Management in Advertising at University of Georgia.
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Date Created: 02/12/16
Online Reputation Management ADPR 3530 Feb 2– Strategic Planning Strategic Planning: process to plan your strategy Is social media right for you? People use social media to… - 41% fill up time - 39% share opinions - 39% find funny or entertaining content Writing goals + objectives à MBO or Management by Objectives - Peter Drucken: created MBO to have workers evaluate an results they achieve - First used at GE in 1953 - Most common management system - Focus on results rather than activities or personal traits for performance evaluation - Goals / Objectives à Action Plan / Strategy à Implementation Plan / Tactics à Evaluate Writing Goals: - Vague or general; not measurable - What we want to do; who we want to be - A general idea you want to reach for Objectives: - Results we expect to achieve - Not activities but something specific and measureable by time and amount o You have a completion date - Challenging yet still reachable; compatible across departments Writing: - Use verb infinitive form o To create, to implement, to maintain, etc. - Specific and measureable o Gain 20%; 200 people; by June 1 st - Focus on a result Engagement: Watching à Sharing à Commenting à Producing à Curating Less Engaged Most Engaged Producing: making your own content EX: Advertising campaign Curating: your consumers making content for or about your organization EX: Facebook Fan Page Adding the Numbers: - Completion Date (when do we want to achieve our objective?) - Benchmark (where we are currently) - Estimate (where we would like to be) - Compare yourself to similar sites (how is the competition doing?) o Alexa.com à compares site URL’s Identify Audience: - Primary: person directly involved (demographic or behavioral characteristics) - Secondary: people who have influence such as that person (parents, children, spouses, doctors) - Tertiary: broader influences such as law makers and administrators (general population) Choosing Platforms: - Know your demographics and strengths and weaknesses - Facebook à 72% of all population use it o Over a billion users; you can customize it and track analytics such as likes and comments; create FB ads o You need time and resources to commit to upkeeping it; growth can be slow; people can say anything they want - Twitter à 23% of all population use it o Over 300 million users; all followers get tweets; providing links is easy; can reach people globally o People don’t necessarily see every tweet; not good for visual content; 140 word limit - Instagram à 28% of all population use it o Young and active audience; pictures mean a thousand words; use hashtags to extend reach; easy to use o You can only use it on mobile devices; no live links; visual only platform - Pinterest: o People can follow different people and boards; sharing is easy; drives people to websites well o It is a very narrow audience (women); must have good quality images; pins can lose attribution; not conversational Strategies: what you’ll do Tactics: how you’ll do it Feb 4 – Editorial Calendars Editorial Calendars… - Improve content quality - Integrate content across all platforms - Align with other goals - Allocate resources to justify means We use editorial calendars to see the big picture à helps you see what you’re doing now and if you need to change anything How often and when do you post on editorial calendars? - Facebook: Post 2x a day; Thursday and Friday are most popular posting times from 1-3pm - Twitter: Post 3x a day; Wednesday and Weekends are most popular posting times from noon and 5-6pm - Instagram: 1x a day all week; Mondays are popular after work times Monitoring: What do people say about your posts? - Listening before you speak aka using tools to listen and take action o Listening with a purpose - Start researching traditional media first - Monitoring tools to index the web (good ones search many social media platforms, forums, and news sites) - Search terms include: organization name, topic area, well known names such as the CEO, spokesperson, and partners, slogans, competitors, jargon, trends and variations of any of these - Web audit: put keywords in to see your benchmark then do the same search after posting to see if attitudes were affected in any way o Check search engines by looking at misspelled versions and _____ sucks or ______ best - After benchmarking, start monitoring with: o Paid tools à Sysomos or Radian6 o Free tools à Social Mention or Trackur Use data to draw insights à What was successful? What was a failure? Did social media help or hinder our objectives? How did our competitors do? What changed? Measurement: you have to know what you’re looking for before measuring anything - don’t start with tools or count things - KPI= key performance indicators o Vary by goal and objectives 5 A’s of Social Media Measurement: 1. Activity à track what you do 2. Attention à reach / traffic / views / followers a. How many people saw it? 3. Attitudes à sentiment analysis a. Survey of customer attitudes (who spoke positive / negative?) 4. Awareness à engagement (likes / dislikes / comments / shares) a. Sharing conversations + how likely your brand is associated with your keywords 5. Actions à behavior (hard to measure!) a. Sales / votes / volunteers / employee turnover rate / donation Matching Objectives to KPI: Attention à create awareness through impressions / traffic / views Awareness à interact with you through likes / mentions / conversations Advocacy à new behavior + inspire change within consumers KPI varies by platform! Big data à measurement goes beyond KPIs - Innovators get copied; there is no way to measure “creativity” or “coolness” - We have tons of consumer data and new tools are working to take this information so companies can react in real-time - 90% of the world’s data has been created in the last 2 years o In 2016+ we need to anticipate moments rather than simply react to them - Big data metrics are so helpful + may replace monitoring and analytics altogether - Marketers need to understand numbers even if you aren’t crunching the data
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