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UCLA X469.21 FALL '17 - WEEK 2


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UCLA X469.21 FALL '17 - WEEK 2

  1. 1. Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Meeting 2 (October 23): • Understanding PESO (paid, earned, owned & shared media) • Finding your voice • Content marketing • Video and visual storytelling • Online contests and promotions • Working with bloggers and influencers Guest speakers: Babette Pepaj (@BakeSpace), BakeSpace & TECHmunch Matt Meeks (@MattMeeks), Archdiocese of Los Angeles UCLA X469.21 Fall 2017
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  4. 4. TRADITIONAL SOCIAL Broadcast Expensive Infrastructure One-Way (Publisher to Consumer) Letter to the Editor/Public Access TV - C’mon! Next-day water cooler discussion No barriers - Free tools online Narrowcast (Niche) / Targeted Two-Way/Multidirectional (interactive dialogue) Immediate opportunity to share/go viral Professional journalists (gatekeepers) User Generated Content (UGC) Editorial process/oversight Editorial is distinct from advertising Anything goes Anything goes UCLA X469.21 Fall 2017
  5. 5. Traditional Display/Banner Advertising Native Advertising (sponsored/promoted posts) SEM (e.g., AdWords) Promotions Traditional PR (news coverage) Blogs (but shifting from Earned to Paid) Influencers (but shifting from Earned to Paid) Social Networking Feeds, Forums, Groups, etc. WOM (word-of-mouth) Your Website/Blog and Branded Content PAID EARNED SHARED OWNED Know and understand the vocabulary – Paid, Earned, Shared & Owned UCLA X469.21 Fall 2017
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  8. 8. • Easy set up and maintenance • Quickly upload all types of information • Inherently viral platform • People login EVERY DAY! • Facebook is 1 BILLION-plus strong (“fish where the fish are”) UCLA X469.21 Fall 2017
  9. 9. • Facebook is always changing • Ownership -- they control access and can change the rules • Provides limited SEO benefit • Doesn’t provide fan contact information • Not everyone is on Facebook (though fan pages are public) • Facebook is now a paid platform – Reach<2.5%, click through rate = 0.14% for “big” pages UCLA X469.21 Fall 2017
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  11. 11. The goal is to form an emotional connection. • Emulate your audience’s “aspirational self” • Treat followers like friends. • Talk like a real person -- avoid corporate jargon. • Highlight/share content from followers and celebrate fans and their accomplishments. • Listen, respond and have conversations. • Let loose once in a while (and have some fun… as appropriate). UCLA X469.21 Fall 2017
  12. 12. • Everyone (individual, brand, organization) is now a content publisher. • Shared and owned media. • Distributed directly to target audiences – no implied third-party endorsement from coverage in traditional media. • Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc. • It’s time to become adept at content creation – text, images, video, audio, etc. aka “Content Marketing,” “Brand Journalism,” “Native Advertising” UCLA X469.21 Fall 2017
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  15. 15. 1. Marketing-focused (promotional) 2. Useful (provides utility – educational/informational) 3. Entertaining 4. Engaging (ask/answer questions; become part of the discussion) UCLA X469.21 Fall 2017
  16. 16. • Assess content assets (perform a “content audit”) and build inventory • Create original content (data, interviews, event coverage, presentations, white papers, lists, infographics, how-to/ instructional, etc.) • Repackage/repurpose/recycle • Curate • Partner with others, invite guest posts • Develop and maintain a social media editorial/content calendar UCLA X469.21 Fall 2017
  17. 17. • Tradeshow/conference appearances • Seasonal topics/relevant "holidays” (e.g., “national cupcake day”) • Company milestones, product launches • Promotions, contests, special offers • “Evergreen” content (e.g., tips, how-to lists) Plan a mix of text, images, videos and other multimedia content UCLA X469.21 Fall 2017
  18. 18. Aligning and injecting your brand into the day's news (event, issue, trend, etc.) to tap existing buzz. • Long-held PR strategy (leverage what’s timely and relevant) • Requires a new “twist” on an existing story UCLA X469.21 Fall 2017
  19. 19. • Who knows? • It depends (audience, objectives, platforms) • Adjust based on experience/analytics - Facebook: 3-10 times per week - Twitter: 5-plus times a day - LinkedIn: 2-5 times per week - Pinterest: 5-10 times per day UCLA X469.21 Fall 2017
  20. 20. • Tour of your facility/venue • Customer testimonials • Message from the CEO • Interviews with industry experts • Event coverage • Livestream (FB Live, YouTube Live/ Hangouts, Ustream, Twitch) UCLA X469.21 Fall 2017
  21. 21. Staggering increase in mobile users! Make content optimized for viewing and easy to share across mobile devices. Be mindful of short attention spans. UCLA X469.21 Fall 2017
  22. 22. #SocMedUCLA Instructor: @ErikDeutsch Babette Pepaj (@BakeSpace) Founder/CEO & TECHmunch Conference Meeting 2 (October 23): Guest speakers: Matt Meeks (@MattMeeks) Chief Digital Officer Archdiocese of Los Angeles UCLA X469.21 Fall 2017