Saturday, April 19, 2014

WEEKS 13 & 14: Learning Google Analytics & Facebook Insights

SUMMARY:

For the final weeks of the semester, we will:
  • Learn about website analytics tools (such as Google Analytics) that enable better understanding of site/campaign traffic, referral and behavior patterns.
  • Learn about social media analytics tools, such as Facebook Insights, Twitter Analytics and YouTube Insight.
HOMEWORK:
  • A take-home final exam will be published on the class blog on Monday, April 21 - but it won't be due until midnight at the end of Monday, May 5.
  • Continue to work on your Social Media Marketing Plan, due Monday, April 28.
  • Continue to post Facebook and Twitter updates frequently (several times a week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages. 
  • Optimize your Wix-created website for mobile devices using the mobile editor built into the Wix.com edit tool. Your final campaign site will be evaluated for how it appears on both desktop and mobile devices beginning Monday, April 28. 
CALENDAR OF REMAINING DUE DATES:
  • Mon., April 28 - Social Media Marketing Plan and final campaign website due
  • Mon., May 5 - Final Exam Due Electronically (emailed to instructor)

Understanding Google Analytics

Would you like to know more about the Web traffic click-through patterns and keyword referrals on your site? Google Analytics is a free Web-based tool that will give you rich data on how people interact with your Web site content.

Visit Google Analytics to learn more.



With Google Analytics, you can even get "real time" reports of what is happening on your website:

REAL TIME REPORTING




In addition, you can track the following type of website activities:

AUDIENCE
 


ACQUISITION



BEHAVIOR



NOTE: For Wix.com accounts, you must upgrade to a paid account with a unique vanity domain name in order to connect Google Analytics tracking to your webpage. A free alternative that does work with Wix.com is StatCounter.

Additional Resources:

There are several online resources that you can help you better understand and analyze the data that you get from the various Web analytics services.


Friday, April 18, 2014

Social Media Marketing Plan - Semester Assignment

ASSIGNMENT:

Each team will collaborate to create a social media marketing plan for your brand. See info below for more criteria on what should be included. Chapter 15 of your textbook has more guidance. The appendix has a sample "completed" plan that you may also want to reference as an example of a completed plan. Your completed plan (due Monday, April 28) should be approximately 5-10 pages (can be longer -- but MINIMUM of five pages).

Examples of Previous Semester Social Media Marketing Plans:

About Social Media Marketing Plans

What should be in your social media marketing plan? The presentation below gives an overview of the key elements, including 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)

Thursday, April 17, 2014

WEEKS 11 & 12: Learning Google AdWords & Facebook Ads/Design & Campaign Considerations for Mobile & Tablet Platforms

SUMMARY:

For these weeks, we will:
  • Learn about best practices in building an official Facebook and Google AdWords campaign.
  • Learn about "responsive" design and how to optimize your campaign website for mobile smartphones.
HOMEWORK:
  • Continue to work on your Social Media Marketing Plan, due Monday, April 28
  • Start posting Facebook and Twitter updates frequently (several times a week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages. 
    • You should try to have at least 30 Facebook followers by the end of the semester.
  • Optimize your Wix-created website for mobile devices using the mobile editor built into the Wix.com edit tool. Your final campaign site will be evaluated for how it appears on both desktop and mobile devices beginning Monday, April 28..

Facebook Ads

Facebook Ads is an influential Web ad service that enables you to target specific audiences inside the popular social network. The video below shows the power of targeted messaging through the Facebook Ads platform.



CASE STUDIES FOR FACEBOOK ADS

Facebook has a page filled with case studies that you can explore to see how both small and large companies are using the Facebook Ads platform to expand their reach and build their business.
Here are some video tutorials that walk you through the basics of creating a Facebook ad and then identifying your target audience and budget in the Facebook Ads creation tool.

Creating your ad 

 

Defining your target audience and budget 



Facebook Advertising can be displayed as a traditional ad on the right hand side of the news feed or in the news feed itself.
  • News Feed
    • These ads will appear in the center of the news feed along posts from friends and followed pages. This "native ad" blends in seamlessly with the general news feed content. You can even pay for placement of a recent Facebook post so that it appears in the news feed for targeted recipients -- even if they don't yet "like" your page.
  • Right Side Column
    • These ads appear on the righthand column adjacent to your news feed. The size of these ads is considerably smaller than a News Feed ad.
Read the full FAQ for more info on these and other options. (Note: An alternate FAQ is also available for some Facebook users that may have a different Facebook Ads interface).

Related Links:
THE DOWNSIDE OF FACEBOOK ADVERTISING?

There is some debate about the effectiveness of Facebook Advertising. This video shows one ex-advertiser's experience with "Facebook fraud" and fake Like followers after a recent campaign: