Instructor: Erik Deutsch (@ErikDeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2014

Meeting 3 (April 29): • Brands as publishers/content producers•"Flipcam” PR•Online promotions, contests and giveaways• Building your personal brand and positioning yourself as an expert• Guest speakers: Babette Pepaj (@BakeSpace) CEO, BakeSpace, Inc. Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group

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

UCLA X425 Spring 2014

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 2014

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 2014

UCLA X425 Spring 2014

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”

UCLA X425 Spring 2014

• Enabled by social media and new forms of “owned” and “shared” media.

• Develop branded content and distribute/share with target audiences directly – without the implied third-party endorsement of coverage in traditional news media.

• PR pros are now in the content creation business, as well as the “paid media” business.

• Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc.

“Content Marketing, “Brand Journalism, “Native Advertising”

UCLA X425 Spring 2014

• Tradeshow/conference appearances

• Seasonal topics/relevant "holidays” (e.g., “national cupcake day”)

• Company/organization milestones, product launches, etc.

• Promotions, contests, special offers

• “Evergreen” content (e.g., tips, how-to, lists, etc.)

UCLA X425 Spring 2014

UCLA X425 Spring 2014

• Take a tour of your company/organization

• Customer testimonials

• Message from the CEO

• Interviews with industry experts

• Event coverage • And of course, Apologies

UCLA X425 Spring 2014

UCLA X425 Spring 2014

• 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 Spring 2014

UCLA X425 Spring 2014

Guest speaker:

Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group

#UCLAx425 Instructor: @ErikDeutsch

Guest speaker:

Babette Pepaj (@BakeSpace) CEO, BakeSpace, Inc., TECHmunch Food Blogger Conference and Cookbook Cafe App Publisher