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