powerpoint presentation week 3 fall '12
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Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2012
Meeting 3 (April 17): • 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: Tom Biro (@tombiro) VP of Digital, Allison+Partners Rick Foote (@rickfoote) Senior VP of Digital, Hill+Knowlton Strategies
1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement
UCLA X425 Fall 2012
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 2012
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 2012
UCLA X425 Fall 2012
1. Marketing-focused
2. Useful (provides utility)
3. Engaging (becomes part of the discussion)
• Tradeshow/conference appearances
• Seasonal topics/relevant "holidays”
• Company/organization milestones, product launches, etc.
• Promotions, contests, special offers• “Evergreen” content (e.g., tips, how-to)
• Etc.
UCLA X425 Fall 2012
UCLA X425 Fall 2012
• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
UCLA X425 Fall 2012
UCLA X425 Fall 2012
• Video sharing sites (YouTube/Google, Vimeo, Viddy)
• Live streaming (Ustream, Vokle, Twitvid, Google+ Hangouts)
• Don't forget embed codes (to insert video on any web page)...
• And photos (general sharing sites like Flickr, and general social networks via direct upload.
UCLA X425 Fall 2012
UCLA X425 Fall 2012
Guest speaker:
Tom Biro (@tombiro) VP of Digital, Allison+Partners
Guest speaker:
Rick Foote (@rickfoote) Sr. VP of Digital, Hill+Knowlton Strategies
#UCLAx425 Instructor: @ErikDeutsch