ucla x425 fall '14 - week 5

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Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 Best Practices in Social Media for the Communications Professional UCLA X425 Fall 2014 Meeting 5 (December 2): Traditional vs. social media Blog Platforms Working with bloggers/citizen journalists Dealing with empowered consumers, negative comments and the real-time Using social media for “old school” media relations Guest speakers: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com and TECHmunch Food Blogger Conference Jeremy Pepper (@jspepper) Social Media Consultant

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Page 1: UCLA x425 Fall '14 - Week 5

Instructor:

Erik Deutsch (@erikdeutsch)

#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2014

Meeting 5 (December 2):

•Traditional vs. social media•Blog Platforms•Working with bloggers/citizen journalists•Dealing with empowered consumers, negative comments and the real-time •Using social media for “old school” media relations•Guest speakers:

Babette Pepaj (@BakeSpace)

Founder, BakeSpace.com and

TECHmunch Food Blogger Conference

Jeremy Pepper (@jspepper)

Social Media Consultant

Page 2: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

Page 3: UCLA x425 Fall '14 - Week 5

PR pitch --> Media coverage --> Public consumption

Traditional Media Gatekeepers

UCLA X425 Fall 2014

Page 4: UCLA x425 Fall '14 - Week 5

Everyone. Everything. Everywhere.

All the Time. In All Directions.

Content that is Consumed and Shared.

“Tradigital”

UCLA X425 Fall 2014

Page 5: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

Traditional media "hits" are just the beginning, not the end, of the journey...

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TRADITIONAL

UCLA X425 Fall 2014

SOCIAL

Broadcast

Expensive Infrastructure

One-Way Consumed

Next Day Water Cooler Discussion

Free or Low Cost Tools Online

Narrowcast (Niche) / Targeted

Two-Way/Multidirectional (interactive conversation)

Immediate Opportunity to Go Viral

Professional Journalists User Generated/Citizen Journalists

Editorial process/oversight

Editorial is distinct from advertising

Anything goes

Anything goes

Page 7: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

Today’s Media Landscape

+ “SHARED” (aka Social) – and it’s all CONVERGING.

Page 8: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

1. Full-Scale: Wordpress, Blogger, Typepad

2. Hybrid or "Lifestream": Tumblr, Posterous

3. Micro: Twitter

Page 9: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

Full Platforms:Wordpress, Blogger & TypePad

- Lots of free and paid templates - Customization- Hosted or unhosted - Widgets and plugins

Hybrid or "Lifestream" Platforms Tumblr & Posterours

- Simple, quick and easy- Limited capabilities and customization

Micro PlatformsTwitter

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UCLA X425 Fall 2014

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UCLA X425 Fall 2014

1) Don't "carpet bomb" or “spray and pray” 2) Be social 3) Provide "social" content 4) Make it "profitable" for the blogger

PR = Page Rank 5) Be prepared to pay up! Understand "Paid" vs. "Earned" Media... ... as well as “Owned” and “Shared

Page 12: UCLA x425 Fall '14 - Week 5

UCLA X425 Fall 2014

Page 13: UCLA x425 Fall '14 - Week 5

Jeremy Pepper (@jspepper) Social Media Consultant

Babette Pepaj (@BakeSpace) Founder, BakeSpace.com;

Producer, TECHmunch Food Blogger Conference

Meeting 5 (December 2):

Guest speakers: