Download - Ucla x425 fall '14 week 4
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Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 4 (November 25):
Review re. Final Project Avoid the Social Media “Ambush” Objectives to Social Media Overcoming FearROIShiny Objects – Geolocation and
QR CodesThe PR Pro’s “Social Media ToolKit”Do You Need a Social Media Policy?Guest speaker:
Serena Ehrlich (@Serena) Director of Social, Business Wire
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1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2014
The Final Project
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UCLA X425 Fall 2014
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UCLA X425 Spring 2014
• YouTube – Video Sharing/Storytelling• Flickr and Instagram– Photo Sharing• Pinterest – Scrapbooking • LinkedIn – Professional Networking • Foursquare – Geolocation • Google+ - Facebook Competitor
(“Hangouts”)
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FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X425 Fall 2014
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UCLA X425 Fall 2014
• Generate awareness• Increase engagement
• Increase influence • Motivate action
(purchases, leads, etc.)
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UCLA X425 Fall 2014
• Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook), retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.• Action - Conversions, sign-ups, downloads,
purchases, etc.
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• Foursquare, Gowalla, Facebook Places, Yelp• Induce consumers to "check in" and share their
location
How?• Special offers• Discounts/coupons• Recognition• Status
UCLA X425 Fall 2014
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• "Quick Response" akin to a bar code
• Make accessing information easy on-the-go from a web page or other online content
• Use by "scanning" the code via smart phone equipped with a QR code reader app
• Easy and free to generate (can also customize)
• Good Uses: product packaging, print ads, business cards, storefront displays, restaurant menus, real estate, etc. Landing page should be optimized for mobile!
• Bad Uses: Moving vehicles, distant billboards, subways/airplanes (places with no cell/data signal)
UCLA X425 Fall 2014
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Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag: #UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 4 (November 25):
Guest speaker:
Serena Ehrlich (@Serena) Director of Social, Business Wire