UCLA x425 Spring '13 - Week 3

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UCLA x425 Spring '13 - Week 3

  1. 1. Instructor:Erik Deutsch (@erikdeutsch)#UCLAx425Best Practices in Social Mediafor the CommunicationsProfessionalUCLA X425 Spring 2013Meeting 3 (April 30):• Brands as publishers/content producers•"Flipcam” PR, location-based apps,QR codes and other emerging trends• Online promotions, contests andgiveaways• Building your personal brand andpositioning yourself as an expert• Guest speakers:Chris Lam (@theChrisLam)Founder, Cup of Joe SocialDan Portnoy (@DanPortnoy)Head Honcho,Portnoy Media Group
  2. 2. 1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. MeasurementUCLA X425 Spring 2013The Final Project
  3. 3. Strategy = General Plan of Actione.g., Divide & ConquerTactics = Specific Actions to Carry Out Strategye.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 strategyUCLA X425 Spring 2013
  4. 4. Arm & Hammer Baking Soda (circa 1970s)Goal: Turn the tide and increase sales of baking sodaStrategy: 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 2013
  5. 5. UCLA X425 Spring 20131. Marketing-focused2. Useful (provides utility)3. Engaging (becomes part of the discussion)
  6. 6. • Tradeshow/conference appearances• Seasonal topics/relevant "holidays”• Company/organization milestones, productlaunches, etc.• Promotions, contests, special offers• “Evergreen” content (e.g., tips, how-to)• Etc.UCLA X425 Spring 2013
  7. 7. UCLA X425 Spring 2013• Take a tour of your company/organization• Customer testimonials• Message from the CEO• Interviews with industry experts• Event coverage
  8. 8. UCLA X425 Spring 2013
  9. 9. UCLA X425 Spring 2013• Video sharing sites (YouTube/Google, Vimeo,Viddy)• Live streaming (Ustream, Vokle, Twitvid,Google+ Hangouts)• Dont forget embed codes (to insert video onany web page)...• And photos (general sharing sites like Flickr, andgeneral social networks via direct upload.
  10. 10. UCLA X425 Spring 2013
  11. 11. UCLA X425 Spring 2013Guest speaker:Chris Lam (@theChrisLam)Founder, Cup of Joe SocialGuest speaker:Dan Portnoy (@DanPortnoy)Head Honcho, Portnoy Media Group#UCLAx425 Instructor: @ErikDeutsch

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