UC#Berkeley#Extension# Social#MediaStrategies#socialstrand.com/wp-content/uploads/2015/08/UCB-Session-7a.pdf · ContentCalendar#Template# #! BlogPost! Newsleer! Social#Network##1!

UC Berkeley Extension Social Media Strategies

Session 7

Editorial/Content Calendar

•  Tie it all together •  Include all social media channels, PR, markeAng promoAons, daily specials

•  Quality posts over quanAty of posts

Content Calendar Template Blog Post NewsleIer Social Network #1 Social Network #2 PR Week of September 2nd

Monday, September 02, 2013 Tuesday, September 03, 2013

Wednesday, September 04, 2013 Thursday, September 05, 2013

Friday, September 06, 2013 Week of September 9


Wednesday, September 11, 2013

Thursday, September 12, 2013 Friday, September 13, 2013

Week of September 16 Monday, September 16, 2013 Tuesday, September 17, 2013


Friday, September 20, 2013 Week of September 23



Friday, September 27, 2013

Sample Editorial Calendar

h#p://bit.ly/calendareditorial

Themed Weekly Content Calendar

Asset Map Asset Type Name Gated URL URL Bit.ly

Publish Date

PresentaAon TechInsights Research: It's All About the Apps -‐ PresentaAon

hIps://www.ca.com/us/register/forms/collateral/techinsights-‐research-‐presentaAon-‐enterprise-‐mobility-‐its-‐all-‐about-‐the-‐apps.aspx hIp://bit.ly/1dKb8Ji 2/1/2014

Blog Mobile is Too Small A World

hIp://blogs.ca.com/perspecAves/2014/02/21/mobile-‐is-‐too-‐small-‐a-‐word/?cf_synd_id=2g7BJmg&cf_uid=PJ6NAhy?cid=newbizinnovaAon_social hIp://bit.ly/1goaD5T 3/6/2014

eBook

Seven Ways to Create an Unbeatable Enterprise Mobility Strategy

hIps://www.ca.com/us/register/forms/collateral/seven-‐ways-‐to-‐create-‐an-‐unbeatable-‐enterprise-‐mobility-‐strategy.aspx

hIp://www.ca.com/us/~/media/Files/eBooks/seven-‐ways-‐to-‐create-‐an-‐unbeatable-‐enterprise-‐mobility-‐strategy.pdf hIp://bit.ly/1gfOEOz 2/12/2014

Asset Map #2

Event Content Calendar Date Time Session Speakers Twi#er handles Relevant Content Twi#er URLs Bitly

8/10/15 8:55a

Keynote Panel Discussion: The Email Checklist for 2015: Understanding The Technical Aspects Of Email MarkeAng To Garner A Greater ROI

Murali Narayanaswamy VP MarkeAng and Strategy RUE LA LA Drew Sirico Director of MarkeAng, E-‐Commerce Edible Arrangements Ma# Rude Email MarkeAng Manager Oriental Trading Company

Guide: Shared vs Dedicated Environments Guide: 9 Things ISPs Really Want You To Know YouTube: How to Stay on Top of the Inbox Webinar: 8 EssenAals for Effecive Email (see test email that Spear wrote).

8/10/15 10:30a

Case Study: How Can You IdenAfy The 20% of Customers That Make Up 80% of Revenues

Karen Kolb Sr Director Customer MarkeAng Gilt Groupe

Guide: Designing TransacAonal Email to Build Brand (there's something in there about the 80/20 rule)

8/10/15 11:25a

Panel Discussion: Delivering The Right Content To Increase Engagement And Open Rates

Shawna Hausman VP eCommerce & Digital MarkeAng Giggle Seth Berman Head of AcquisiAon and RetenAon MarkeAng Redbubble Gary McEldowney MarkeAng Director AllergyBuyersClub Ma# Rude Email MarkeAng Manager Oriental Trading Company

Guide:Grow Your Customer Engagement Blog: In the Email Lab: Welcome Email Best PracAces Webinar: Design & Deliverability 101

Exercise

Create a content calendar for next week

Channel Mon Tues Wed Thurs Friday Example: Twi-er

Blog post on FB CTA bu-ons

5 RTs of thought leaders

eBook Top 10 list Tweet it to win it contest

Facebook

Google Plus

YouTube

Pinterest

Load Balance vs AutomaAon Should You Schedule and Run?

•  Tapping into the moment

•  Geong real-‐Ame audience engagement

Real-‐Time

But it can be dangerous

PBS And they also did a media buy on the

TwiIer

Observed & PLANNED

Consequences of Over Scheduling

LiveNaAon Ontario

Tesco

Tesco forgot to turn off this scheduled tweet in the middle of a PR crisis about horsemeat found in some of its frozen dinners (Jan 2013)

@ArAeDavis

Don’t Schedule and Run

•  If you’re going to schedule social media… – Review the scheduled posts the week before so they are fresh in your mind

– Read the headlines of the top 5 stories on the news

– Don’t have Ame? Look at what’s trending on TwiIer – they always break news first

Don’t over automate

Measure, Tweak, Repeat

•  Measure weekly at first, then monthly •  A/B test your content to see what works •  Tweak Ames, days of the week, length •  Repeat what works, scrap what doesn’t

Measure It

•  Use bit.ly or Anyurl.com •  Google AnalyAcs

– Conversions via Call-‐to-‐AcAon BuIon

•  Social Media Management tool (HootSuite, Buffer, Sprout Social)

Tools to Manage Social Media

HootSuite

Others: SproutSocial, TweetDeck, SocialOomp, IFTTT

Exercise

1.  Set up a Buffer account and link at least one account.

2.  Sign up for free HootSuite account and link your personal LinkedIn profile, Facebook profile, and TwiIer profile

Social Currency

Measuring It via the Social Network!

First Step: Align Strategy to Goals

•  What are you trying to accomplish?

•  What do you want people to do?

•  How will you consider it a success? “Every metric should pass the “So what?” test in the context of your business goals. If you can’t answer “So what?” to your metric, question the value of measuring it in the first place.” ~ Altimeter Group

When to track metrics

•  A regular cadence will keep you focused – Weekly, monthly, quarterly – Even during campaigns

•  Look at trends over Ame – Not only look at results, but results vs goals

Some External Tools to Measure •  Pinterest: Viral Tag, Curalate, HelloSociety, TailWindApp

•  TwiIer: TweetReach, TwiIerCounter, Twitalyzer, Twitonomy, Topsy, TweetStats, etc.

•  LinkedIn: n/a •  YouTube: Ooyala ($) •  Facebook: SproutSocial

Delivering Metrics

Example: Channel Goals Actual TwiIer •  750K Impressions

•  10K Engagements •  0.5%-‐1.0% eng. rate

•  483K •  38.6K •  8%

Facebook •  10K Post Impressions/2.9M for Ads •  15K Engagements •  0.5%-‐1.5% eng. rate

•  2374 •  61 •  2.57%

LinkedIn •  400K Post Impressions •  3K Engagements •  0.75% eng. rate

•  324,270 •  675 •  0.50%

YouTube •  1.9M Impressions •  7.5K Engagements •  0.5%-‐1.5% eng. rate

•  1.2M •  4.3K •  3%

Brand Awareness/Share of Voice (Paid & Organic)

•  2% (industry standard 1%) 6.5%

Engagement (Paid) •  1.5% (ind. stand-‐0.6-‐1.0%) •  5.5% (prelim)

AmplificaAon (Paid) •  1.0% (ind. stand 0.2-‐0.6%) •  1.8%

EXAMPLE: Social Media Metrics Background: OrganizaAon is a co-‐op of nonprofits for lung cancer. They’ve been in existence for about 8 years. Undergone several name changes. They are not a 501c3. All funding comes from Pharma grants. Goals/ObjecAves •  Brand Awareness & Reach •  Get people to view the Webinar •  Build a community around the cause, create evangelists for the cause

•  Share CollaboraAon

Accomplishments •  Launched Advocates in AcAon Facebook Campaign

•  Promoted joint webinar via social channels •  Created and Promoted joint press release for PanCan Thank you leIer

•  Facebook fans: 1,566 (from zero) •  TwiIer followers: 1,152, grew 48%

Original Content & Photos Work

Date of post: 1/27/13 Total # of fans: 1,502 Reach = 696 (53%) Engaged Users = 270 (18%)

Date of post: 2/17/13 Total # of fans: 1,544 Reach = 907 (58%) Engaged Users = 942 (61%)

Promoted Posts Work

Webinar •  Over 10,000 people saw the post •  146 people clicked (1.4% CTR) •  15% saw the post because of a friend

Advocates In AcAon •  4,600, people saw the post •  60 people clicked (1.3% CTR) •  84% saw the post because of a friend

@MenAons – July 16 – Sept 17 •  41 mentions by

26 users •  Our @mentions

were retweeted 18x’s

•  17% of mentions were direct replies from our tweets

•  Of the people that mentioned us there was a potential reach of 228,760 eyeballs

CalculaAng the Value of a Facebook Fan Example: Campaign costs $5,000, you acquire 1,000 new fans, acquisiAon cost = $5.00/fan -‐ 100 fans buy $1,000 each over 6 months

-‐ cost to maintain ea. fan = $1/mo -‐ ARPU these fans = $100 ($100K/1K users) -‐ Net value of these fans = ARPU -‐ (acquisiAon cost + maintenance)

The math: $100 revenue – $5 acquisiAon cost – $1 x 6 months maintenance cost = $89 net value/6 months = $14.83/month per fan. Referrals: you have to split the value of any referral purchase between the purchaser and the referrer. In the above example, you can add some percentage of the referred purchases to the revenue porAon of the equaAon to get a more complete picture.

Not all fans are created equal. FB fans are valuable as long as you can moneAze them.

Documents

UC#Berkeley#Extension# Social#MediaStrategies#socialstrand.com/wp-content/uploads/2015/08/UCB-Session-7a.pdf · ContentCalendar#Template# #! BlogPost! Newsleer! Social#Network##1!