ucla x425 - week 3

Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 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: Matt Meeks (@mattmeeks)

VP/Account Director Prophesee Initiative Dan Portnoy (@danportnoy) Head Honcho Portnoy Media Group

1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement

UCLA X425 Spring 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 Spring 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 Spring 2012

UCLA X425 Spring 2012

1. Marketing-focused

2. Useful (provides utility)

3. Engaging (becomes part of the discussion)

• Tradeshow/conference appearances

• Relevant "holidays”

• Company/organization milestones, product launches, etc.

• Promotions, contests, special offers

• Etc.

UCLA X425 Spring 2012

UCLA X425 Spring 2012

• Take a tour of your company/organization

• Customer testimonials

• Message from the CEO

• Interviews with industry experts

• Event coverage

UCLA X425 Spring 2012

UCLA X425 Spring 2012

• Video sharing sites (YouTube, Vimeo, Viddy)

• Live streaming (Ustream, Vokle, Twitvid)

• Don't forget embed codes (to insert video on any web page)...

• And photos (general sharing sites like Flickr, niche services like Twitpic and yfrog), and general social networks via direct upload.

UCLA X425 Spring 2012

UCLA X425 Spring 2012

UCLA X425 Spring 2012

Guest speaker:

Matt Meeks(@mattmeeks) VP/Account Director Prophesee

Initiative

Guest speaker:

Dan Portnoy(@DanPortnoy) Honcho, Portnoy Media Group

#UCLAx425 Instructor: @ErikDeutsch