2012 UCLA Scial Media Curse by Dr. Natalie L. Petuhff Petuhff, Natalie
Syllabus fr the UCLA FALL 2012 Fall 2012: Scial Media BluePrint Instructr: Prf. Natalie Petuhff (Prnunced like pet-a-dg, but pet-a-hff), Ph. D. Curse Descriptin and Assignment Schedule Lgistics Ø When: Mnday, 7-10 PM Ø Office Hurs: By appintment email discussin encuraged Ø Cntact Infrmatin: Phne: 310-919-8467; E-mail: dctrnatalie@gmail.cm Curse Schedule Sessin 1, September 24: Intrductin, Why Scial Media is Imprtant t Business Sessin 2, Octber 1: Scial Media Mnitring and Audience Targeting Sessin 3, Octber 8: Scial Media Cntent Develpment G Beynd the Like Sessin 4, Octber 15: Interactin Planning Becme An Essential Part f Yur Custmer s Life Sessin 5, Octber 22: Scial Media Measurement and ROI- Yes, Yu Can Measure & Shw Business Value Sessin 6, Octber 29: Organizatinal Alignment Wh Leads Scial Media? What Type f Leadership Skills Are Required fr Scial Media? What Yur CEO Needs t Knw Abut Scial Media T Get It Right Curse Text Ø The Cluetrain Manifest: 10th Anniversary Editin [Paperback] By Rick Levine, Christpher Lcke, Dc Searls and David Weinberger Ø Blue Ocean Strategy: Hw t Create Uncntested Market Space and Make Cmpetitin Irrelevant by W. Chan Kim and Renee Maubrgne Ø Selected reading materials will be prvided Classes will generally cnsist f the fllwing cmpnents: Lectures Discussins Guest Lecturers Scial Media Curse This Scial Media curse is designed t help students n the leadership path f scial media with strategies, tactical plans and bttm-line business results. This prgram delivers the latest best practices cntent t drive mre revenue and save csts by incrprating scial media int traditinal business. The Experience With the prevalence f scial media, many businesses have started t incrprate sme f the basics by adding a Facebk page r a twitter handle, but are at a lss t prve hw its affecting the bttm-line. This curse is intended fr executives and prfessinals that want t start with sme basics and g beynd t learn hw t apply scial media t get cncrete business results. The curse is designed t drive hme the vital knwledge t execute scial media and digital initiatives / prgrams. The applicatin f prgram insights t attendee s specific wrkplace challenges is facilitated thrugh experiential activities that include: A six step structure t guide and analyze a scial media / digital initiative/ prgram Case studies and real-wrld examples t demnstrate the d s and dn ts f scial media / digital marketing An assessment which evaluates a cmpany s scial media / digital marketing initiatives An actin plan t use wrk r in a future psitin t increase the effectiveness f the scial media / digital marketing initiatives Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 1
Mdels and prcesses fr calculating the return n investment (ROI) fr scial media initiatives Demnstratins f scial media sftware used by wrld-class cmpanies t scale and execute scial media / digital marketing initiatives and prvides a high ROI Case studies and real-wrld examples frm industry leaders and guest speakers With this curriculum, attendees will learn practical steps, techniques and best practices geared twards integrating scial media and digital prgrams within their businesses with higher mnetizatins f their investments. The Curse Overview The cmmunicatin paradigm shift, driven by digital cmmunicatins, Web 2.0 technlgies and scial media has businesses evlving twards anther shift: scial media / digital marketing. This Scial explres the intercnnectins and cultural shifts evlving within the enterprise in respnse t the scial media phenmena, with a fcus n hw t incrprate scial media / digital marketing as a business asset. The students will be assigned several prjects, individual as well as team prjects t put int place their learnings. Tests are as prescribed by the schl. The curse has been develped frm the real-life experiences f its instructr during the last 15+ years, highlighted with entertaining and impactful stries with sme f the wrld s largest businesses and their leaders. The realistic and actinable radmap fr scial media / digital marketing is based n the fllwing sessin tpics: Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 2
Curse Cntent This utline f the class cntent and assignments is subject t change as the semester prgresses. This schedule is an initial plan subject t mdificatin based n student interests and guest speaker availability. Sessin 1: Intrductin Scial Media Fr Business; September 24 Intrductin Intrductins, verview f curse, etc... In this sessin we will have yu each intrduce yurself and what yu want t get ut f this class. Yu will be asked t sign-up t cver a chapter in class and prvide the class with yur tp three take-a-ways frm the chapter and prvide 1-2 examples f hw yu are r culd use the infrmatin in the chapter either at wrk. The Evlutin f Business Cmmunicatins and The Pst Digital Era: Scial Business A Case Study in The Damage T The Bttm-Line by Nt Understanding Scial Business: NetFlix Analysis f hw Scial Media What Edward Deming Taught- Listen t Custmer and Emplyees/ Integrate the Feedback int the business Predictin f What Businesses are Headed Fr and Hw t Prepare Scial Media Adptin Curve and Chasm (Adapted frm Geffrey Mre s Curve) Intrductin t the Six Step Prcess t structure Digital Marketing and Scial Media Prgrams Step 1: Mnitr & Listening Step 2: Measurement Prgrams, Analytics and Scial Media ROI Step 3: Audience Analysis Step 4: Cntent Design Step 5: Interactin Design Step 6: Organizatinal Alignment The Need T Apply Business Fundamentals t Scial Media The Mre Things Change, the Mre They Stay the Same Using Jhn Byd s OODA Lp as a Scial Media Business Practice Case Study: Dell Hell T Ideastrm Guest Speaker On Scial Businesses Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 3
Sessin 2: Octber 2 Step 1- Mnitring and Listening t Yur Custmers, Partners, Emplyees Using scial media mnitring t listen t custmer cnversatins and t make business decisins. Why It s Imprtant t Listen Hw t Listen in Scial Media Netwrks Free Tls Tls with Mnthly subscriptins Tls t use fr Listening and Mnitring t Cnversatins External t Yur Cmpany Tls t use fr Listening and Mnitring t Cnversatins Internally in Yur Cmpany Hw t Make Sense f the Data Listening Dashbards Listening Cmmand Centers Case Studies: Edelman Case Studies: Dell Guest Speaker n the Value f Scial Media Mnitring Guest Vendr will Demnstrate Hw t Use a Listening Tl (Radian6, Sysms, Viralheat, etc and passes fr the students t d a shrt prject using a listening tl.) Step 2- Audience Analysis Using scial media mnitring t understand their audience and use that data t make decisins abut cnstructing the rest f their scial media /digital marketing prgram Audience Strategy Is Imprtant T Reach Business Gals With Scial Media and Digital Marketing Defining Business Gals- wrd f muth, higher marketing cnversin rates, higher revenue, less calls t the call center Identifying yur nline and ffline target markets Creating lists f yur nline / ffline target market digital and scial media identities and presences (Twitter, Facebk, Linkedin, etc prfiles) Assessing wh the Brand Advcates, custmers, Badvcates, Press/Media, etc and creating a shrt list Determining what these grups are passinate abut; Wh is talking abut yur brand, what is yur share f vice and sentiment cmpared t cmpetitrs; Wh isn t talking abut yur brand that yu wuld like them t? Use f Audience infrmatin t Create Right Cntent (Step 3) The cntent hits the mark and drives the behavir yu want repeated Yu knw where t prvide n- and ff-line cntent Yu are differentiated and have a cmpetitive advantage ver yur cmpetitrs Use f Audience Analysis infrmatin t Design Digital and Scial Media Interactins (Step 4) Knw what will drive mre custmers thrugh the Marketing Funnel Awareness, Interest, Cnsideratin, Purchase, Lyalty, Repurchase, Recmmendatins, etc Avid r avert PR Disasters Reduce functinal department csts Increase revenue, prfit and margin Case Studies: Mtrin, Nestle, Dmins, GAP Guest Speaker n Audience Analysis in practice Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 4
Sessin 3: Octber 8 Step 4- Cntent Design Using scial media mnitring, audience analysis, create cntent that will engage target audiences in interactins that result in business results Creating a Brand Persna and Strytelling 7 Elements f Strytelling Frging the Fundatin Grabbing the Attentin Establishing the Setting Humanizing the Situatin Building the Tensin Delivering the Turning Pint and Cmmunicating the Outcme Using Jseph Campbell s Stry Structure t Drive Engaging Cntent and Interactins Designing cntent t drive a call t actin Case Study: Best Buy Designing the places where the cntent ges: frm the website, t cmmunities, t scial media netwrks, brwser frmat cmpatibility, tablet and mbile frmat cmpatibility Creating a unified editrial calendar t distribute the cntent acrss all the sites Cllabrating with ther departments and synchrnizing cntent distributin Guest Speaker n using Audience Analysis in Cntent Design in practice Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 5
Sessin 4 Octber 15th Step 5- Interactin Design Using scial media mnitring, listening, audience and cntent analysis, develp interactin strategies and plans fr all functin departments- individually and t wrk tgether synergistically. What s Interactin Strategy Abut? The Brand in Actin Bringing the brand s persna t life by their nline behavirs Scial Media is inherently a participatin medium Unlike TV r print, audiences are nline t participate, t cmment, t explre Audiences are lking fr tw-way cnversatins They want dialgues, nt mnlgues Creating an Organizatinal Interactin Strategy Knwing wh, hw and when t interact with audiences Lking at the rle f individual departments in a scial business Types f Organizatinal Interactin Strategies A Centralized Interactin Strategy An Organic Interactin Strategy A Crdinated Interactin Strategy A Hneycmb Interactin Strategy Multiple Hub-&-Spke Interactin Strategy Brand Character It s mre than messaging The brand needs a strng brand character. It s the brand s real-time persna: Hw it behaves and takes actin Hw it relates and respnds t peple, news and its envirnment Hw it engages, carries ut its purpse and lives its values Case Study: LifeStudi Guest Speaker n Interactin Strategies in practice Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 6
Sessin 5 Step 5- Measurement Prgrams, Analytics and Scial Media ROI Set-up business gals, measurement, metrics, benchmarks t use in mdels t measure prgress & ROI Hw t Develp the Business Case and ROI Fr Executive Level Apprval f Scial Media Initiatives Where is the ROI in Scial Media? 4 Vides n the ROI f Scial Media Hw t Create a Business Case fr Scial Media Hw Scial Media ROI is Calculated Hw Scial Media Benefits the Whle Cmpany Ggle Analytics: Web Analtyics Cmbined with Scial Media Metrics Hw t Set-up Yur Cmpany fr Bttm-line Results Hw t Present the Business Value f Scial Media T Get Yur Initiative Apprved Guest Speaker n Measuring Scial Media in practice Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 7
Sessin 6- Step 6: Organizatinal Alignment Part 1 Using all previus steps, decide hw the cmpany will interface with each ther and the custmer in a scially dminate wrld. The Need Fr Strng Organizatinal Change Management The Peple Organizatinal Readiness Assessments fr Scial Business Success Organizatinal Structures and Alignment fr Success The Rle f Leadership in Scial Business The Rle f Emplyees In Scial Business The Changing Rle f Functinal Departments Ethics, Gverance and Scial Media Plicies What Yur CEO Needs t Knw Abut Scial Media The Prcess Understand Wh the Audience Is In Scial Business T Effectively Utilize Scial Media fr Business Results Creating Cntent and Syndicatin f Cntent Where Yur Audiences Are Designing Interactin Strategies Delivering Bttm-line Business Results Refrmulating the Marketing Funnel t Be a Scial Business Interactin Strategy Develping a Mnitring and Measurement Discipline t Calculate the ROI Determining the Rles f Scial Media and Functinal Departments in Scial Media, Individually And Cllectively PR Marketing Sales Custmer Service IT Prduct Develpment, R&D Case Study: irbt Guest Speaker n Organizatinal Alignment in practice Organizatinal Alignment Part 2- Using all previus steps, decide hw the cmpany will interface with each ther and the custmer in a scially dminate wrld. Technlgy Determining What Channels f Scial Media t Use: Facebk, Twitter, Ggle+, LinkedIn Chsing Technlgy t Interact n Channels The Chices f Technlgy fr the Whle Cmpany vs Functinal Departments PR Marketing Sales Custmer Service IT Prduct Develpment, R&D Scial Media Mnitring Tls and Analytics Bringing Peple, Prcess and Technlgy Tgether Fr Business Outcmes Organizatinal Change Management Required fr Successful Scial Media Prgrams Integrated and Cllabrative Scial Media Teams Leveraging Technlgy fr Effectiveness and Efficiency Putting Yur Scial Business Plan int Effect Case Study: DirecTV Guest Speaker n Technlgy and Share Services in practice Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 8
Instructr Bi Dr. Natalie Petuhff, a frmer scial media Frester Analyst, Chief Strategist fr Scial Media and Digital Cmmunicatins at Weber Shandwick PR/Marketing and PricewaterhuseCper management cnsultant prvides unique business insights, cmbining bth traditinal business fundamentals and the value scial media can prvide fr an rganizatin. Dr. Natalie s 5 business bks and many white papers are the subject f hundreds f articles in publicatins like USATday, Adage, BusinessWeek, Fast Cmpany, The New Yrk Times, The Wall Street Jurnal, Peppers and Rgers 1-t-1 Magazine and CRM Magazine. President f the Scial Media Club LA, Dr. Natalie's expertise is ften requested as a keynte speaker, quted expert and featured guest expert n TV and radi. Dr. Natalie is a recgnized expert in scial media strategies and ROI wrking with cnsulting specializing in advanced strategies in Scial Media and ROI. She has wrked with businesses f all sizes; frm startups t internatinal crpratins such as AAA, AllState, BenchmarkPrtal, Cisc, Cx Cmmunicatins, Cmcast, Crimsn-Hexagn, DIRECTV, DNANext, Empathica, Gartner, Genesys, GetSatisfactin, Integrative Nutritin, KANA, Micrsft, Nestle, Phillips, Salesfrce, SAP, Sny Pictures, Sysms, SugarCRM, RightNw, Manumatrix/Bamb, Netbase, Verizn, VibranceHealth, ViralHeat, NBCUniversal, Warner Lambert, USAA, USC and many thers. Fllw Dr. Natalie in Scial Media: Ebk: Scial Media ROI Myths and Truths YuTube Vides: On ROI f Scial Media White Papers: Scial Media ROI New Bk n Facebk: Like My Stuff - Hw t Mnetize Yur Facebk Fans With Scial Cmmerce & A Facebk Stre Twitter: @drnatalie LinkedIn: DrNataliePetuhff website/blg: www.drnatalienews.cm/blg G+ : Ggle Plus psts Cpyright 2012 @DrNatalie Petuhff The digital marketing / scial media Curse All Rights Reserved 9