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