Luttrell Comm333
"go-to" social media tool allows to virtually share, curate, and uncover new interests brands connect with users who share interests and preferences that the brand represents collect and organize the things that inspire
social media plan
1. research and diagnosis 2. objectives 3. strategy 4. tactics 5. implementation, budget, and timeline 6. reporting and evaluation
primary
Any type of research that you go out, generate, collect yourself. Examples include surveys, asking questions, conducting trials, interviews, observations, etc.
social currency
How we look to others matters, create stories that are remarkable and unusual enhance own identity, status, or recognition share things that make them look good ex: victoria's secret fantasy bra, coach and bath and body works
objectives
SMART specific, measurable, attainable, relevant, and timely describe how these support your organization's mission outcomes will define this ex: increase adult virginian's awareness that lottery profies support public education by 2%, as measured by the lottery's annual benchmark study
ability to create manipulate and share photos with family, friends taking a peek digital images personalization lifestyle exclusivity
informal research
ability to gather information through conversations and a general assessment of important issues and trends does not enjoy a high degree of reliability and validity non probability sampling
ability to pull data and analysis from these ranking provides a brand with the power to create strong and formidable campaigns
social apps, voting, crowdsourcing
add social elements to every strategic campaign to extend reach promotional campaigns to spread message let consumers have a say through events or interactive voting
edgerank
algorithm used to determine content that appears on newsfeed
SMART objectives
allow practitioners to develop specific, measurable, agreed realistic and time-bound goals more granular they are defined, easier to demonstrate results
group
an organized group of users with a common connection or similar interests ex: coworkers or family
viral
any PR, marketing or social media technique that encourages users to pass messages on to other users, potentially creating exponential growth in the message's visability and effect media or online digital content
exclusivity
behind the scenes looks at their favorite companies ex: burberry
strategy
big-picture decisions made to utilize specific channels focuses on achieving the objectives describe how and why various campaign components will accomplish overall goals guidelines and key messages leverage organizational strengths reflect unique internal and external environment to tell the right story and connect with the intended audience ex: drive purchase intent by creating descriptive and memorable advertising secure earned media awareness to keep its benefits at top of consumer's minds
newsfeed
center column of a user's home page updated with statuses
paid media
channels in which money is paid to place the message and control its distribution sponsorships broadcast partnerships
network
collection of facebook users who may be related to a school, location, place of employment
timeline
collection of photos, stories, experiences that brands post
owned media
communication channels, media, and tools that are owned by an organization websites and blogs dedicated microsite with display ads
social media
complex and rapidly evolving allows people to connect with others who share similar interests passions and beliefs
sticky
content that is developed to gain the user's attention and increase the possibility that he or share will share the content with others remembered, repeated and acted upon
Reporting and Evaluation
correlates to stated objectives place metrics to track results of each campaign do not have to take place at end of campaign, occur at any point helps practitioner know whether or not stated objectives strategies and tactics are resonating with intended audiences
motivations that cause people to share content
defining ourselves to others bringing valuable and entertaining content to others growing and nourishing relationships getting the word out about causes and brands that we care about
facebook tactics
develop business presence through fan pages trust with ratings and reviews join groups create your own group list events
preparing to plan
effective strategy to support an organization's business, marketing, sales, and communications objectives deciding where you want to be in the future (goal) and how to get there (strategies) sets organizations direction, avoiding drift and routine repeptition of activites
instagram tactics
encourage employees to share any interesting PR or marketing related photos from events take pictures at relevant company sponsored events like trade shows, product launches and community happenings invite influencers to take photos and share them with followers develop contest (paid media)
pinterest tactics
establish goals for number of pins each day create boards to leverage content, company culture, behind the scences
twitter tactics
establish how frequently company will go on list of employees or customers and users, follow and re publish them use links and images host chats
lifestyle
ex: starbucks followers control content on social platform
fan
facebook user who likes a corporations business page
storytelling
find unique, emotion filled angles to capture the interest of their intended audiences language and visual cues to engage targets, leading them to discover something new about a brand, product or service relatable or trigger an emotion #LikeaGirl Campaign
qualitative
flexible and open ended small number of participants cannot be extrapolated to large populations in depth interviews, focus groups
metrics
follow AMEC measurement standards exposure engagement influence advocacy impact
secondary
gathering of insights from research conducted by others, involving the collection and analysis of a significant amount of existing reports, studies or other sources
content creation
generation of a variety of different written and visual communication on behalf of an organization
great way to start the conversation with your target market and build and manage connections with customers, prospects, bloggers powerhouse of the social sphere lead generation, customer service, and even competitive intelligence microblogging service
conducting research
helps a practitioner diagnose precisely what is needed to develop a strategic plan whom what what message do we want to communicate that could increase knowledge, change opinions and encourage desired behavior
share
how and where consumers interact opportunitiy to connect, build trust, and identify channelsthat allow for true interactions -public useful content -spread company message -develop relationships -stay abreast of latest trends storytelling get inside hearts and minds
GIFS
image file without sound, animated easy to understand, appealing, effective, mobile friendly and platform agnostic
SoMe
intended to aid in organizations implementation of strategies that are associated with individual campaigns brainstorming, preplanning, initial research phase that leads into ROSITR
social press tactics
just as pr professionals pitch journalists, socail media strategists must pitch bloggers (earned media) time spent: consider how many hrs a day, week, month objectives: regularly update bloggers about products and services metrics: posts and referrals from social press engagement influence
custom URL
make it easy to direct people to your brand page keep it short, so that consumers can remember it
influencers
maximize people in the know who have impact over others circulate message by communicating, influencing, and persuading other individuals to act extense social networks ex: glossier
insights
metrics used to analyze demographic data about user's audience
video
mind creates more connections intellectually and emotionally because the translation from word to image is not necessary convert information into meaningful content ones that resonate are most successful
snapchat
more than 160 million active users average commitment of 25-30 min daily 18-34 age demographic
brand page/profile
official prescense of a business where owner shares information and interacts with fans on facebook create a culture that allows them to engage
one of the most popular social networking sites used by people who want to connect with friends and family more influential promotes openness and connectivity
friend list
ordered sorting of friends
infographics
organizing significant amount of information through visual representation and ___ highlight data in analyses, journal articles used to convey complex information in concise, easy to understand format
personal profile
pages for individuals, not business
PESO
paid media earned media shared media owned media
video
paid media, shared media and owned media traditional advertising such as commercial or live stream on snap or periscope
shared media
pass-along sharing and commenting upon your message by the community through social channels original post content, community management, proactive engagement
Reasons to use photos in campaign
people are visual beings share photo streams tag it creative commons chat chat chat
Research and diagnosis
primary and secondary research to better understand the organization and its environment once the research is completed, diagnose challenges and opportunities by defining problems or possibilities for organization keep audience in mind listen and design strategy around their needs SWOT analysis
sharable
produce content that is so extraordinary people willingly share it with others make it easy to share by including sharing buttons ex: barack obama's tweet during trump
linked in
professional networking follow companies to keep new developments, compare products, track business opportunities careers, products, insights tab
earned media
published coverage of an enterprise, cause or person's message by a credible third party PR efforts, media relations, key messaging, reputation management
youtube
reflect brand itself using company images, graphics and colors
ROSTIR
research objectives strategies tactics implementation reporting
content curation
searching for and filtering through content across the social sphere and sharing that information on your social channels
Implementation, Budget, Timeline
seasonal or targeted to specific product or example different times for different campaigns ex: Lays
social media planning
series of proposed actions that produce specific results prevent executation of haphazard and meaningless actions that add little value to their organizational goals outline a specific campaign in over a week, month, quarter or for entire year
linkedin tactics
set goal for number of posts daily form a grop identify other groups to follow
blogs tactics
simple way to connect with and share timely, relevant information with customers direct communication channel with target audience (owned media)
quantitative
standardized and close ended questions many participants or respondents extrapolated to large populations surveys, content analysis, experiments
personalization
stories feature 45% more impressions fresh new way for brand to create engaging content more quickly and efficiently
4 areas of importance when developing shareable content
storytelling social currency influencers shareability
formal research
systematic collection of information that can be replicated and subjected to an analysis of its reliability and validity
tactics
tangible aspects used when implementing the plan PESO model cross over occurs (pinterest)
friend
to add aperson as a connection to your personal profile
likes
to become a fan and like a business page or to like a comment posted
live streaming
unparalleled ability to engage and connect with followers in real time how to videos
badges
used to share profile information
contagious
user's spreading or tending to spread messages from one to another through social media, PR, and marketing mechanisms idea is to get people talking, sharing, and telling others using word of mouth
manage
what relevant messagign should we manage, monitor and measure identify appropoate social media monitoring tools learn how you can best use the tools listen and discover what is being said about you and your brand find applicable communities and conversatoins uncover and discover key influencers
optimize
what type of content should be shared do we have brand influencers and advocates listening enhance efforts through intiatives utilize influencers augment with curated content play to strengths of converged media efforts
engage
whom should we participate with when how and how often enter conversation add value to communities engage with audience respond quickly with authenticity more critical component where to engage- most hardest
