Enjoy these UCLA Extension New Media Marketing slides for Week 8 covering Social Media Marketing Advertising and Strategy. If you'd like help with your marketing plan, contact Liz at GoodyPR.com http://goodypr.com

1. 1
(c) Liz H Kelly August 2014, UCLA Extension
New Media Marketing
Week 8: Social Media Advertising & Strategy
Tuesday, August 12, 14

2. 2
Week 8 Topics
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Search Engine Marketing
Traditional vs Social
Media Marketing
Facebook & Twitter Ads
Strategy
Case Studies
Guest Speaker
Wrap-up
People who like a brand on Facebook,
follow a brand on Twitter or subscribe to a
brand’s email newsletter, are more likely
to buy and recommend.
Tuesday, August 12, 14

3. 3
What is SEM?
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Advertising websites thru
search engines like Google
or Yahoo!
Increase traffic and
conversion rates thru traffic
increases
Organic SEO with keywords
PPC or Pay Per Click
Advertising, bill amount
willing to pay per click
Tuesday, August 12, 14

4. 4
Traditional vs Social Mktg
Traditional Marketing - TV, Radio,
Direct Mail, Yellow Pages
Social Media Marketing - Social
Networks, Mobile Apps, Blogs
Word of Mouth Marketing has
become Instant Marketing!
Traditional Marketing is a 1-way
conversation like a podium!
Social Media is a 2-way
conversation & you can listen!
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

5. 5
Facebook Advertising
How to run Facebook Ads on a
Budget
How to make your Ads pay -
Facebook Conversion
How to Advertise on Facebook
Native Ads blend in and are the
most effective way to advertise
Determine your Facebook
Marketing Funnel
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

6. 6
Drive Strategy for every
Step in the Facebook Funnel
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

7. 7
Advertising ROI
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

8. 8
Facebook Case Study
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Oreo’s Daily Twist
To celebrate their 100th birthday, they had 100 Facebook
posts that turned into a trending story with “visual treats”
Results
231 million impressions from 2600 articles
Increased Facebook fans by 1 million
Increased Facebook engagement by 195%
Tuesday, August 12, 14

9. 9
Twitter Advertising
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Promote your page
Added to Who to Follow
Promoted tweets
Spend for new follower or
engagement
Promoted on web & mobile
Reach people who haven’t
heard of you with similar
interests
Tuesday, August 12, 14

10. 10
Twitter Case Study
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
JustFab.com
Asked fans to tweet with unique hashtag #JustFabWish
with item from their online store for a chance to win
Ran banner ads on their site
Ran ads on Facebook and Twitter
Results
140% increase in site traffic
240% increase in revenue from Twitter
Tuesday, August 12, 14

11. 11
Digital Marketing Focus
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

12. 12
Groupon Case Studies
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Increase customers
Drive sales
Great for local
businesses
Make it location and
occasion specific
Tuesday, August 12, 14

13. 13
Assignment 8
Week 8 Assignment
Part of managing a social media marketing campaign is determining if it was
effective. Discuss a social media marketing campaign that you plan to run for
your product, the budget (advertising, employees/hourly cost, creative costs,
technical costs, etc) and how you will measure the ROI (Return on Investment)
understanding analytics of your online marketing efforts.
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

14. 14
Grading
Below is our grading grid for assignments:
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14

15. 15
CEO/Founder Liz H Kelly has built
advertising campaigns and recognition
programs for Fox Interactive Media/
MySpace, Paramount Pictures, and the
first Sprint PCS. She is on the Advisory
Board for Net Impact LA and Global Girl
Media & regularly speaks on panels, ie
Digital Hollywood, Social Media Week LA.
About & Contact
Liz H Kelly, Goody PR &
Goody Awards* Founder
lizkellylive@gmail.com
Google Voice:
310-987-7207
*part of Sunrise Road Media Inc
©
2014,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Tuesday, August 12, 14