Download - UCLA X425 SPRING '14 - WEEK 3
![Page 1: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/1.jpg)
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
![Page 2: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/2.jpg)
1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement
UCLA X425 Spring 2014
The Final Project
![Page 3: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/3.jpg)
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
![Page 4: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/4.jpg)
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
![Page 5: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/5.jpg)
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”
![Page 6: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/6.jpg)
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”
![Page 7: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/7.jpg)
UCLA X425 Spring 2014
![Page 8: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/8.jpg)
• 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
![Page 9: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/9.jpg)
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
![Page 10: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/10.jpg)
UCLA X425 Spring 2014
![Page 11: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/11.jpg)
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)...
![Page 12: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/12.jpg)
UCLA X425 Spring 2014
![Page 13: UCLA X425 SPRING '14 - WEEK 3](https://reader033.vdocuments.site/reader033/viewer/2022061218/54b598464a79599c198b458a/html5/thumbnails/13.jpg)
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