UCLA X469.21 | FREE Social Media Tools

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by Victoria Green, Media Relations SpecialistOctober 20, 2015

@ohthattori | #BWChat

VICTORIA GREEN• Native Texan – born and raised in

DFW (Go Cowboys! Romo, we miss you!)

• Former full-time social media specialist, currently consults and does live social media coverage

• Background in sports PR/media relations. I’ve been to four Super Bowls as part of the NFL PR Staff

• Relocated to LA in 2013• Media Relations at Business Wire

since February 2014• PRSA-LA Social Media Committee

member aboutme.com/victoriagreen | linkedin.com/in/victoriaggreen | @ohthattori@ohthattori | #BWChat

Agenda

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• Scenario Introduction• Step One: Listen*• Step Two: Identify Influencers• Step Three: Create Content, Publish &

Engage• Step Four: Monitor*• Step Five: Analyze/Report

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The best social media tip I can give you:

“DO YOURGOOGLES.”- Fredro

Starr

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My other secret weapon:

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Scenario:You have a client who is introducing a line of makeup brushes. The client doesn’t know much about the makeup industry (and neither do you) other than the fact that it is lucrative. The client’s supplier is a close friend who convinced them to go in on the business deal because the supplier used to work for a competing brand. The supplier has provided insight into building a solid customer base and promoting the new line of brushes. Your client has passed this information to you and you are expected to build an aggressive social media campaign for their launch.

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What You Know:Your client provided the following information in email:• A list of the quality materials used to make the brushes • The price point which is slightly above most brushes, but not as high as

professional lines• Your target audience: consumers who want professional brushes without

the price tag as well as makeup artists (MUAs) and social media influencers in the makeup/beauty space

• Hi-res stock images of the product and packaging• Screenshots of the competitor’s social media channels

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Step One: Listen

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Listen to create your baseline. This is your research stage.

• There are endless amounts of tools! The trick is finding ones that are F-R-E-E!

• Google: Alerts, Trends, News, Advanced Search• Platforms: Hootsuite*, Tweetdeck • Tools: Wayback Machine, SocialMention, Klout, Topsy, IceRocket• Social Channels: Twitter, Facebook, YouTube, LinkedIn (utilize

search!) • Reputation: Yelp, Foursquare/Swarm, Glassdoor, Twitter

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Step Two: Identify Influencers@ohthattori | #BWChat

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You’ve done your research so it should be easy to identify influencers

• Social Channels: Twitter , Facebook, YouTube, LinkedIn• MuckRack, Topsy, ManageFlitter, Tweepi, Twazzup• ***Once you’ve identified your influencers, contacting

them can be another challenge. Utilize your search features to do reverse lookups if the information you’re seeking isn’t readily available.

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Step Three: Create Content, Publish & Engage

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When creating content, publishing and engaging with your audience, you’ll often use the same tools

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Social: Facebook publishing tools, Twitter photo editor, LinkedIn Pulse, Google+Images: Pixlr Editor, VSCO, PS Express, whitagramVideo: YouTube editor, iMovieBrowser Extensions: Grammarly, Evernote, Dropbox, Google DrivePublishing: Wordpress, Tumblr, Storify, Medium, Quora, RedditScheduling: Hootsuite, Tweetdeck, BufferAppShare: Reddit, Click to Tweet

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Step Four: Monitor

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Monitor to see what people are saying about your brand, product or org.

• Google Alerts • Hootsuite*, Tweetdeck, • SocialMention, Klout, Topsy, PinAlerts, backtweets,

TweetReach*• Social Channels: Twitter, Facebook, YouTube, LinkedIn (utilize

search!)

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Step Five: Analyze/Report

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Analyze your efforts and provide results to your client

• Google Analytics for your blog/website• Twitter Analytics, Facebook Insights, YouTube Video

Analytics• Keyhole, Klout, Cyfe

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@ohthattori | #BWChat

DO YOUR

GOOGLES.