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
1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. MeasurementUCLA X425 Spring 2013The Final Project
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
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
UCLA X425 Spring 20131. Marketing-focused2. Useful (provides utility)3. Engaging (becomes part of the discussion)
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.