The document summarizes key topics from a meeting about best practices in social media for communications professionals. It discusses brands producing their own content, emerging trends like location-based apps and QR codes, and online promotions. It also covers building a personal brand and positioning oneself as an expert. The meeting featured guest speakers from digital marketing agencies.

1. Best Practices in Social Media Meeting 3 (April 17):
for the Communications
Professional • Brands as publishers/content producers
•"Flipcam” PR, location-based apps,
QR codes and other emerging trends
Instructor:
• Online promotions, contests and
Erik Deutsch (@erikdeutsch)
giveaways
#UCLAx425
• Building your personal brand and
positioning yourself as an expert
• Guest speakers:
Tom Biro (@tombiro)
VP of Digital, Allison+Partners
Rick Foote (@rickfoote)
Senior VP of Digital,
Hill+Knowlton Strategies
UCLA X425 Fall 2012

2. The Final Project
1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2012

3. 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 2012

4. 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 2012

5. 1. Marketing-focused
2. Useful (provides utility)
3. Engaging (becomes part of the discussion)
UCLA X425 Fall 2012

6. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays”
• Company/organization milestones, product
launches, etc.
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to)
• Etc.
UCLA X425 Fall 2012

7. • Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
UCLA X425 Fall 2012

8. UCLA X425 Fall 2012

9. • Video sharing sites (YouTube/Google, Vimeo,
Viddy)
• Live streaming (Ustream, Vokle, Twitvid,
Google+ Hangouts)
• Don't forget embed codes (to insert video on
any web page)...
• And photos (general sharing sites like Flickr, and
general social networks via direct upload.
UCLA X425 Fall 2012

10. UCLA X425 Fall 2012

11. Instructor: @ErikDeutsch
#UCLAx425
Guest speaker: Guest speaker:
Tom Biro (@tombiro) Rick Foote (@rickfoote)
VP of Digital, Allison+Partners Sr. VP of Digital, Hill+Knowlton Strategies
UCLA X425 Fall 2012