Best Practices in Social Media for the Communications Professional

Instructor:

Erik Deutsch (@erikdeutsch)

#SocMedUCLA

Meeting 4 (May 5): Objections to Social Media ROI & KPIs (revisited) Brands as Publishers Types of Social Media Content Creating Content (“Feeding the Beast”) Video Sharing & Live Streaming Contests Promotions Final Project Template Guest speaker: Babette Pepaj (@BakeSpace) Founder, BakeSpace.com, TECHmunch Food Blogger Conference

UCLA X469.21 Spring 2015

FEAR!!!

What are companies afraid of:

1. Social media hurts employee productivity2. Our customers don't use social media3. People can say mean things about us

Objections to Social Media

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What’s the ROI?

• Generate awareness• Increase engagement

• Increase influence • Motivate action

(purchases, leads, etc.)

Tie to Core Objectes!!!!!!!!!!!!

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But how can you measure this stuff???

• 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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Types of Social Media Content

1. Marketing-focused (promotional)

2. Useful (provides utility – educational/informational)

3. Entertaining

4. Engaging (ask/answer questions; become part of the discussion)

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What is Branded Content?

• Everyone is now in the content creation business

• “Owned” and “Shared” media.

• Distributed directly to target audiences – no implied third-party endorsement via coverage in traditional news media.

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

Content Marketing - Brand Journalism - Native Advertising

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What is Branded Content?

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• Assess content assets – build inventory

• Original content (data, interviews, event coverage, presentations, white papers, lists, infographics, timely topics, how-to/instructional, etc.)

• Repackage/repurpose/recycle

• Curate

• Co-create – partner with others, invite guest posts

• Develop and maintain a social media editorial calendar (remember “rule of thirds”)

Feeding the Content Beast

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Ways to Use Video

• Take a tour of your company/organization

• Customer testimonials

• Message from the CEO

• Interviews with industry experts

• Event coverage • And of course, Apologies

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Options to Distribute Video

• Traditional Video Sharing Sites e.g., YouTube, Vimeo, Viddy

• Social Video Apps e.g., Vine, Instagram

• Live Streaming Video Sites e.g., Ustream, Vokle, Google+ Hangouts

• Social Live Streaming Apps e.g., Meerkat, Periscope (Twitter integration – automatically tweet link when stream is launched)

• Don't forget embed codes (to insert video on any web page)

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Contests and Promotions

Start with “POST,” then decide:• Platform • Entry Mechanism

(sweepstakes, like/follow, share, create, etc.)

• Title• Schedule • Prizes/Winner Selection• Official Rules/Enforcement• Management System • Promotion

UCLA X469.21 Spring 2015

Instructor: Erik Deutsch (@ErikDeutsch)

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 4 (May 5):Guest speaker:

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

TECHmunch Food Blogger Conference

UCLA X469.21 Spring 2015