UCLA X425 FALL '13 - WEEK 3

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  • UCLA X425 FALL '13 - WEEK 3

    1. 1. Best Practices in Social Media for the Communications Professional Instructor: Erik Deutsch (@ErikDeutsch) #UCLAx425 Meeting 3 (October 22): • Brands as publishers/content producers •"Flipcam” PR, location-based apps, QR codes and other emerging trends • Online promotions, contests and giveaways • Building your personal brand and positioning yourself as an expert • Guest speakers: Matt Meeks (@MattMeeks) Chief Digital Officer, Archdiocese of Los Angeles Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group UCLA X425 Fall 2013
    2. 2. • Generate awareness • Increase engagement UCLA X425 • Increase influence • Motivate action (e.g., sales) Fall 2013
    3. 3. • Awareness - Website visitors (“uniques”), bounce rate, page views, likes/followers, etc. (tangible metrics) • Engagement – Comments, likes, retweets, time spent on website, etc. • Influence - Third-party mentions (e.g., @replies), inbound links, etc. • Action - Conversions, sign-ups, downloads, sales, donations, etc. UCLA X425 Fall 2013
    4. 4. The Final Project 1. 2. 3. 4. 5. 6. 7. UCLA X425 Situation Analysis Goals Target Audiences Competitive Analysis Strategies Tactics Measurement Fall 2013
    5. 5. Strategy = General Plan of Action e.g., Divide & Conquer Tactics = Specific Actions to Carry Out Strategy e.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 strategy UCLA X425 Fall 2013
    6. 6. Arm & Hammer Baking Soda (circa 1970s) Goal: Turn the tide and increase sales of baking soda Strategy: Devise new uses for baking soda Tactics: Advertising infomercials, retail promotions, etc. Quiz... Is "build a Facebook page" a strategy or a tactic? UCLA X425 Fall 2013
    7. 7. 1. Marketing-focused (promotional) 2. Useful (provides utility – educational/informational) 3. Entertaining 4. Engaging (ask/answer questions; become part of the discussion) The “Rule of Thirds” UCLA X425 Fall 2013
    8. 8. • Tradeshow/conference appearances • Seasonal topics/relevant "holidays” • Company/organization milestones, product launches, etc. • Promotions, contests, special offers • “Evergreen” content (e.g., tips, how-to) UCLA X425 Fall 2013
    9. 9. • Take a tour of your company/organization • Customer testimonials • Message from the CEO • Interviews with industry experts • Event coverage UCLA X425 Fall 2013
    10. 10. UCLA X425 Fall 2013
    11. 11. • Video sharing sites (YouTube/Google, Vimeo, Viddy) • Apps (Vine) • Live streaming (Ustream, Vokle, Google+ Hangouts) • Don't forget embed codes (to insert video on any web page)... UCLA X425 Fall 2013
    12. 12. UCLA X425 Fall 2013
    13. 13. #UCLAx425 Guest speaker: Matt Meeks (@MattMeeks) Chief Digital Officer, Archdiocese of L.A. UCLA X425 Instructor: @ErikDeutsch Guest speaker: Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group Fall 2013

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