Welcome. Social Media and Digital Communication Social Pro = #SocPro. Steve Lee, APR

Transcription

1 Welcome Social Media and Digital Communication Social Pro = #SocPro Steve Lee, APR 1

2 Syllabus Syllabus, Social Media - SMU CAPE Digital Marketing Certificate Program Digital Branding and Communication - Spring 2018 Instructor: Steve Lee, APR Class time: 6-9p, Mondays Location: SMU Main Campus, Umphrey Lee Center, Room 228 address: srlee@smu.edu or slee@qsigroup.com Cell Phone: Availability: Immediately after each class or by appointment, call or *Please note, a laptop or tablet computer with wireless connection is recommended for this class. Course Purpose: This course covers the waterfront of digital communications, from the physical structure of the networks and infrastructure driving web services to the specific uses of each social media network and system. Participants will explore how websites are planned and organized and learn the strategic importance of web organization and functionality. Search Engine Optimization (SEO) and the meaning of various web/ /social statistics are covered. Practical techniques for communicating via . All of the current major social media networks and services are detailed along with the strategic and tactical uses of each network. Emphasis is put on the strategic uses of each digital element. Finally, why and how digital plans benefit the organization is discussed. Learning Outcomes: (Upon successful completion of this course, students will be able to:) Plan and organize website development projects Explain general rules and regulations and best practices for permission-based services Explain how blogs are created and detail the workings of blogging systems Understand web and statistical elements Understand basics of SEO and how to enhance Google page ranking Describe each of the major social media networks and systems and the strengths and key uses of each Write blog posts and social media pushes Understand and employ Content Marketing techniques and prioritize content ROI Understand the elements of and write a Digital Communications Plan For the digital comm planning function, define objectives, identify target audiences, and select proper channels Lecture Presentations 2

3 Learning Outcomes Understand the Internet infrastructure Understand how websites are strategically planned, and organized Explain general rules laws and the best practices for permission-based services Understand web statistics and SEO basics Understand writing for SEO techniques Explain how blogs are created and detail the workings of blogging systems 3

4 Learning Outcomes Describe each of the major social media networks and systems and the strengths and personalities of each How to write blog posts and social media pushes Understand and employ Content Marketing techniques and prioritize content ROI Understand the elements of and how to write a Digital Communications Plan 4

5 Text & Media Reading Recommended Reading: The NOW Revolution Current events (daily): WSJ, BBC, DMN, NPR, KRLD, local news media Spend at least 30-minutes each morning scanning headlines, reading, listening, viewing, capturing, sharing Avoid fake news outlets 5

6 Requirements Blogs Wordpress.com - create a personal blog Social Media Personal LinkedIn, Twitter Facebook, Pinterest, Instagram, Snapchat, Google+ accounts Search and follow #socpro tweets Tweet once a week using #SocPro hashtag 6

7 Course Schedule UPDATED: 3/18/18 Welcome, Learning Outcomes, Class Schedule Tribes & Generations Communication comes Full Circle Web COURSE DESCRIPTION: Using social media is vastly different from knowing how to use social media to work for your organization. Think about it. Class 1* Introduction to the Social Media and Digital Environments M3/19 The Digital Diamond Blogs The world of communication has gone upside down since digital rearranged how we think and plan and communicate, It s turned the world of marketing communication from one-tomany to one-to-few or one-to-one. Everyone now has a voice and that voice matters to your organization. A Baseline Digital Strategy Social Media Networks Facebook This course isn't one of those two-hour pills you take at breakfast or lunch and think you're a master of digital media. Rather, it's an experienced-based view of the latest services and channels and a deep-dive into their unique strengths and strategic uses. You'll learn about the digital diamond - web, , social and blogs, and how to orchestrate the power of each -- SEO and content management techniques for higher page ranks -- measurement and analytics techniques - how to listen and respond -- digital engagement techniques -- and how to devise a results driven digital plan. Class 2* The Social Media Environment: Personalities and Best Uses for Each Social Media Platform M3/26 Social Media: Voices & Engagement Instagram Twitter LinkedIn Google+ YouTube Experience will make you a digital communication master, but this course will jump-start that process and save you from countless stumbles and bumbles. Snapchat Pinterest What matters to management? Web Stats Class 3* Social Media at Work: Relevant Stats, SEO, and Effective Writing M4/2 Statistics & Analytics Stats Social Analytics Social Media and Digital Communication SEO Basics Core Track CAPE Digital Marketing Certificate Program SPRING 2018 Class 4 The Digital Environment: Web Development, law and best practices M4/9 Website Development Planning & Building Process CAN-SPAM, Law Best Practices Blog & Social Writing Writing for SEO Wordpress SEO Demo (if time) Class 5* The New Listening: Techniques for Listening to social media comments M4/16 Listening Passive vs Active Listening Sources Lead & Conversion Tracking Content Marketing Why Good Content? Content ROI Who, What, Why & How of Good Content 7 Live Exercise

8 About You Why are you here? What do you expect to learn? What have you done? Blogging? Social media? Communications? 8

9 A World Rearranged The internet changed everything quickly 3+ billion worldwide, more than 1/3rd of the world s population 98%+ of all adults in N. America All ages, sexes, races, socioeconomic No audience is without access Nothing has changed the world so quickly Literally everything online now, Google it Actually dogpile or mamma it 9

10 Social Media: The Driver Millions blog (read or write) every day 1.5+ billion belong to social networks 700+ million tweets a day One billion hrs. video viewed an hour Billions and billions of texts The Internet is actually getting smaller! 10

11 Tribes Social Media and Digital Communication Social Pro = #SocPro Steve Lee, APR 11

12 Tribes Unknown to us we each belong to a number of tribes Family, religion, schools, gender, age, race, organizations, neighborhood, life events We listen to and believe our tribe peers We trust our tribes much more than government officials, police and fire officials, news media, brands, even experts Family and ministers rate higher We move into and out of certain tribes all our lives (marriage, parents, health) 12

13 Coming Full CIrcle Stories & Songs, remembered and retold Passed down from generation-to-generation Unique to locale Changed with the telling Manuscripts, then Books Stories hand written, printed Limited distribution, mostly to affluent Knowledge flowed to all who could read Stories didn t change 13

14 Coming Full Circle Newspaper (Pamphlets) Immediate information Read by many, controlled by the few Radio More immediate, personal, and human Milestone: The Hindenburg Television Visual, real Milestone: 1963, Death of President Kennedy 14

15 Coming Full Circle Magazines A title for everyone Cable Television A channel for everyone Satellite Radio No interruptions, no boundries, no rules Milestone: Howard Stern 15

16 Coming Full Circle World Wide Web Milestones: Death of Princess Di, 9/11 Instant Messaging Blogs Millions of posts a day Text Messaging Billions of texts a day Social Media 1.7 billion users and growing 16

17 Coming Full Circle Stories & Songs -> Books Newspaper -> Radio -> TV Vertical Mags -> Cable TV Satellite Radio World Wide Web -> IM -> Texting-> Blogs -> Podcasting -> Social Media 17

18 Non-Social, Loner Geeks Is social media creating a generation of dumb, nonsocial, loner geeks? NO! We communicate individually and to our tribes now more than any other time in human history BUT, the rules of interpersonal communications are constantly changing What constitutes quality personal communications? (F2F, video chat, text) 18

19 Generations Social Media and Digital Communication Social Pro = #SocPro Steve Lee, APR 19

20 Touches Human Touch Face-to-Face Telephone Audio/Video Chat Electronic Touch Text Instant Message (IM) Chat (text, video, audio) Social media, social network (photos & videos) 20

21 Generations 60-Somethings Family & friends focused, time & money 50-Somethings (Empty Nests) Transitioning, becoming me focused again 40-Somethings (Maturing Families) Stress, balancing, no time, children focused 30-Somethings (New Families) Starting families, no time, no money 20-Somethings (All New) Selfish me focused, entertainment, toys 21

22 Touches 50 & 60-Somethings Requires H-Touch to begin relationships Shuns E-Touch, sustains with H-touch 40-Somethings Require H-Touch to begin relationships Opening up to using to E-Touch because of social media Children are driving more E-Touch, especially text and social 22

23 Touches 30-Somethings Can begin relationship with E or H-Touch Can sustain with E-Touch Periodically requires H-Touch Beginning to use social more to keep up with children, friends and the world 23

24 Touches 20-Somethings Begins and sustains relationships with E-Touch Easily handles multiple conversations, in multiple media simultaneously Reserves H-Touch for family, close friends, friends of close friends, and tribes Uses social to communicate 24

25 Touches Tweens and Teens Begin and sustain relationships with E-Touch Heavy text users (btw r u kk lol dos) Uses and social to stay in contact Shows everything in photos and videos Pick up quickly and continue where the conversation/relationships last left off Irony: Expected to stop, sit still and listen to one voice on one subject at school 25

26 Generations Older audiences demand human touch to create and sustain relationships Avoid online chatting and texting But beginning to use more and social Younger audiences use electronic touch to start and sustain, but tightly control who they let get close to them Texting is personal and private For middle aged groups, somethings, time is the critical factor 26

27 This Just In... People age average 120+ hrs. a month on social media (we work an avg. 170 hrs. mth.) 31 hrs. a month on text messages a month Prefer social media over and texting for personal communication What does this tell us? Personal connections are extremely important and often private to this young audience 27

28 Adapt to Your Audience Know your audience and adapt your style to theirs If they are H-Touch, so are you If they are E-Touch, so are you If they do both, so do you Use of digital by older individuals is increasing But not all types -- mostly , social Don t assume they do or do not use, investigate and adapt to them 28

29 Generations Young, old, social media has affected them all But definitely not in the same way The generations have adopted social differently Be careful of generalities Facebook is for young, LinkedIn is for old Your objective is to learn how your audiences use social and manage to their uses 29

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