ucla x425 fall '13 - week 3
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Instructor: Erik Deutsch (@ErikDeutsch)#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2013
Meeting 3 (October 22): • Brands as publishers/content producers•"Flipcam” PR, location-based apps, QR codes and other emerging trends• Online promotions, contests and giveaways• Building your personal brand and positioning yourself as an expert• Guest speakers: Matt Meeks (@MattMeeks) Chief Digital Officer, Archdiocese of Los Angeles Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group
UCLA X425 Fall 2013
• Generate awareness• Increase engagement
• Increase influence • Motivate action (e.g.,
sales)
UCLA X425 Fall 2013
• Awareness - Website visitors (“uniques”), bounce rate, page views, likes/followers, etc. (tangible metrics)
• Engagement – Comments, likes, retweets, time spent on website, etc.
• Influence - Third-party mentions (e.g., @replies), inbound links, etc.
• Action - Conversions, sign-ups, downloads, sales, donations, etc.
1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement
UCLA X425 Fall 2013
The Final Project
Strategy = General Plan of Action e.g., Divide & Conquer
Tactics = Specific Actions to Carry Out Strategy e.g., Gather intelligence, destroy enemy communications, ground invasion, etc.
Or put another way...
A strategy is an idea or conceptualization of how a goal will be achieved.
A tactic is an action to execute the strategy
UCLA X425 Fall 2013
Arm & Hammer Baking Soda (circa 1970s)Goal: Turn the tide and increase sales of baking soda
Strategy: Devise new uses for baking sodaTactics: Advertising infomercials, retail promotions, etc.
Quiz... Is "build a Facebook page" a strategy or a tactic?
UCLA X425 Fall 2013
UCLA X425 Fall 2013
1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the discussion)
The “Rule of Thirds”
• Tradeshow/conference appearances
• Seasonal topics/relevant "holidays”
• Company/organization milestones, product launches, etc.
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to)
UCLA X425 Fall 2013
UCLA X425 Fall 2013
• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
UCLA X425 Fall 2013
UCLA X425 Fall 2013
• Video sharing sites (YouTube/Google, Vimeo, Viddy)
• Apps (Vine)
• Live streaming (Ustream, Vokle, Google+ Hangouts)
• Don't forget embed codes (to insert video on any web page)...
UCLA X425 Fall 2013
UCLA X425 Fall 2013
Guest speaker:
Matt Meeks (@MattMeeks) Chief Digital Officer, Archdiocese of L.A.
Guest speaker:
Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group
#UCLAx425 Instructor: @ErikDeutsch
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