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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 productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X469.21 Spring 2015
• Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Objectes!!!!!!!!!!!!
UCLA X469.21 Spring 2015
• 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,
UCLA X469.21 Spring 2015
1. Marketing-focused (promotional)
1. Useful (provides utility –
educational/informational)
2. Entertaining
3. Engaging (ask/answer questions;
become part of the discussion)
UCLA X469.21 Spring 2015
• 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
UCLA X469.21 Spring 2015
UCLA X469.21 Spring 2015
• 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”)
UCLA X469.21 Spring 2015
• Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• And of course, Apologies
UCLA X469.21 Spring 2015
• 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)
UCLA X469.21 Spring 2015
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

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WEEK 4: Class PowerPoint

  • 1. 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
  • 2. 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 X469.21 Spring 2015
  • 3. • Generate awareness • Increase engagement • Increase influence • Motivate action (purchases, leads, etc.) Tie to Core Objectes!!!!!!!!!!!! UCLA X469.21 Spring 2015
  • 4. • 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, UCLA X469.21 Spring 2015
  • 5. 1. Marketing-focused (promotional) 1. Useful (provides utility – educational/informational) 2. Entertaining 3. Engaging (ask/answer questions; become part of the discussion) UCLA X469.21 Spring 2015
  • 6. • 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 UCLA X469.21 Spring 2015
  • 8. • 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”) UCLA X469.21 Spring 2015
  • 9. • Take a tour of your company/organization • Customer testimonials • Message from the CEO • Interviews with industry experts • Event coverage • And of course, Apologies UCLA X469.21 Spring 2015
  • 10. • 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) UCLA X469.21 Spring 2015
  • 11. 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
  • 12. 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