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Semester Project Overview

For the duration of the semester, we will be creating fictional brands that the class will use to generate original social media, PR and adv...

WEEKS 9, 10 & 11: SEO Basics, Mobile Optimization and Social Media Marketing Basics

SUMMARY:

Over the next few weeks, we will:
  • Continue to work on our primary campaign website including optimization for mobile devices
  • Continue to optimize content for search engine rankings on our media campaigns via Search Engine Optimization (SEO).
  • Learn about social media marketing plans and begin work on the creation of one with the goal of driving traffic and awareness to our campaign website.
  • Learn about the importance of monitoring your business reputation on Wikipedia
  • Learn about landing pages and how to create them
HOMEWORK:
  • Continue to revise your work-in-progress website. Reminder: Please send me your published link, if you have done so already!
  • Begin to work on your Social Media Marketing Plan (final version due Dec. 4)
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Do an SEO audit on your campaign website
  • Create a landing page with content themed around either a key user persona or non-branded campaign keyword/phrase

Generation Like



"GENERATION LIKE" DOCUMENTARY
http://www.pbs.org/wgbh/pages/frontline/generation-like/

In the absence of class on Wed., Oct. 23, please watch the PBS "Frontline" documentary "Generation Like."

The full hour-long video is also available online for free.

Please be prepared to discuss in class on Mon., Oct. 28.

Social Media Marketing Campaigns



Here is a handy "Creating Valuable Content" checklist that you can use in consideration of your content development strategy (courtesy of the Content Marketing Institute):

What should be in your social media marketing plan?

Your final social media marketing plan should include the following sections and elements:
  • Executive Summary/Overview
  • Social Media Presence
  • Competitive Analysis
  • Goals
  • Strategies
  • Target Market
  • Tools & Implementation
  • Monitoring & Tuning
  • Budget & ROI
In addition, your Social Media Marketing Plan should include documentation of the research and planning of your campaign, including:
  • Branding research (logo/name survey results)
  • User Personas
  • SWOT Analysis
  • Wireframe(s)

SOCIAL MEDIA MARKETING PLAN RUBRIC

Using elements of a “Research, Writing, and Creativity” rubric – your work will be evaluated using the following criteria:
  • Research and Preparation: Student demonstrates thoughtful preparation and research
  • Content: Meets all the criteria for the assignment. All content is in the students’ own words (or cited appropriately) and is accurate.
  • Complete and Thorough: All aspects and sections of the assignment are completed in full with no holes. Demonstrated the ability to research to complete all tables, templates or outline requirements
  • Creativity: Students demonstrate creativity and innovation in completing the assignment content and any layout or design elements. The final product is unique, powerful, effective, and compelling.
  • Conventions: Document is easy to read and all elements are very clearly written, labeled. The document has no misspellings or grammatical errors. All template elements or outline sections are complete and thorough.
Examples of Previous Semester Social Media Marketing Plans:

Creating a Landing Page for your Campaign Site

A landing page can be used to target a niche or specific audience or user persona type for your campaign. Here are some examples of landing pages for the same product -- yet each has content themed specifically to a different type of use case or audience:


From an SEO perspective, landing pages are also valuable since they help calibrate your content around a specific phrase or keyword. This can help with achieving higher relevancy on those terms for keyword indexing by the major search engines.

To build a landing page within your existing site, you can simply create a new page for your website using a content strategy that includes editorial and design elements optimized for a specific user persona and/or campaign keyword or phrase.

Special instructions for Wix users: If you are using Wix, see these instructions. As an alternative, you can create a new landing page template as a separate site using one of these templates.

Action Items for Optimizing your Campaign for Search Engine Discovery

Ready to Optimize?

Is your campaign site optimized for search engine discovery and indexing?

There are a few things you can do to increase the likelihood that your site will show up prominently in organic search engine results. These tips offer directions specific to the Wix platform, but the principles are similar for any CMS.

Add Metadata

In Wix.com, you can easily add meta title, keyword and description info. To do so, go to the Pages icon and select the page you wish to optimize. Then select the ellipsis (...) icon and select SEO (Google) before adding your title, description and keyword data for that page.

On the SEO section of the site manager Dashboard. make sure to activate the "Let search engines find my website" slider, as well!

Double-Check Your Site Address

In the Settings > Site Address section, take a closer look at the URL path you have created for your brand. Is your brand name part of the URL name?

ADDITIONAL OPTIMIZATIONS

Below are some additional steps that website creators can use on Wix, Weebly and Wordpress:

WIX USERS: SEO WIZARD

Wix.com has a great SEO monitoring tool that you can find under the Site Manager (select SEO from the left-hand vertical navigation then refer to the "Get Found on Google" section to begin your audit).



Link to Social Networks

Soon, we will be creating Facebook and Twitter pages. Once those are ready, you should connect your Facebook and Twitter sites to your campaign site. Remember to also include a link back to your campaign site in your "About" fields on those social media sites, too.

Add Text Descriptors to Your Images

Do your images have tool tip text descriptors? Many images get "crawled" by search engines that rely on your text tagging and descriptions for proper indexing. In Wix.com, you can add a text tag to any image. Simply highlight the photo and select Settings and update the Title and alt text fields.

WEEBLY USERS: SEO CHECKLIST

For Weebly users, please consult this SEO checklist to ensure that you've done the basics for search engine optimization on your website.

WORDPRESS & SEO

If you are using Wordpress, you can/should also optimize your pages/posts for discovery in search engines.

Here are some additional resources specific to Wordpress:



WEEKS 7 & 8: Website Creation & Optimization - Workshops, SEO & More

SUMMARY:

Over the next couple of weeks, we will:
  • Begin to use a website creation tool, such as Wix, Weebly or Wordpress, to build an original campaign website.
  • Learn ways to improve search engine rankings of content for our media campaigns via Search Engine Optimization (SEO).

HOMEWORK:
  • Continue to get familiar with and use your chosen website builder (e.g. Wordpress, Wix, etc.) to work on your site.
  • Publish your work-in-progress website and send me your link so I can review it no later than midnight on October 13.
  • Optimize your site for search engine optimization