ucla x425 fall '14 - serena's presentation
TRANSCRIPT
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
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!
Setting Goals
• Consider the marketing funnel
• Consider your consumer(s) purchase process
• Be realistic• Adjust as you go
Reputation Terms To Monitor• C-suite names• Brand/products• Cashtags• Competitors• Industry terms
• Activists• Investors• Journalists• Typos
Shhhhhh! Start Listening• Google Alerts
• Google Blog Search• Google Trends• Technorati • Social Mention• Topsy• HowSociable• Addictomatic• BoardReader
Bonus Tools• Facebook 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
Act Upon Results!• Identify new fans • Listen for issues and
attacks• Determine company
opportunities• Assess potential
impact• Use decision trees • Enlist DCMA
takedowns
Use Decision Trees!
Definition Response levelActivist attack Report to CEO, IR, PRStock impacting situation Report to CFO, IR, PRAngry customer Report to Customer ServiceMessage misalignment Report to PR, IRCEO misquote Report to IR, PRSocial media mistake Report to PR, IR, HRCustomer queries Pre-approvedArticle shares quotes Pre-approvedBrand fans Pre-approved
High Threat
Medium Threat
Low Threat
Threat Level
Editorial Calendars!
• Get organized• Who is your audience• Set a frequency• Determine content type• Determine content theme• What assets do you have
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
Other Ridiculously Cool Links
• Bit.ly• Google Analytics• Google AdPlanner• KeywordSpy• Wordpress• Compete