This document summarizes the topics covered in Meeting 3 of the course "Best Practices in Social Media for the Communications Professional" taught by Erik Deutsch at UCLA. The meeting covered objections to social media, ROI and KPI metrics, brands as publishers, types of social media content, video sharing and live streaming, contests and promotions. The guest speaker was Babette Pepaj, founder of BakeSpace.com and the TECHmunch Food Blogger Conference. The document provided guidance on developing a social media strategy and final project template.

1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
#SocMedUCLA
Meeting 3 (October 27):
 Objections to Social Media
 ROI & KPIs
 Brands as Publishers
 Types of Social Media Content
 “Feeding the Beast”
 Video Sharing & Live Streaming
 Contests Promotions
 Final Project Template
 Guest speaker:
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com,
TECHmunch Food Blogger
Conference
UCLA X469.21 Fall 2015

2. FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X469.21 Fall 2015

3. • Generate awareness
• Increase engagement
• Increase influence
• Motivate action
(purchases, leads, etc.)
Tie to Core Objectes!!!!!!!!!!!!
UCLA X469.21 Fall 2015

4. • Awareness - Website visitors, page views,
fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook),
retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.
• Action - Conversions, sign-ups, downloads,
UCLA X469.21 Fall 2015

5. • Reach/Impressions – # of individuals who saw your content
• Clickthrus – # of times someone used a link you posted
• Unique Visitors –# of distinct individuals visiting your website
• Page Views – # of times a user visited a particular page on your website
• Time on Page/Site – length of time spent on your page or website
• Bounce Rate – % of visitors who leave your site after viewing just one page
• Comments – # of responses submitted regarding your content
• Downloads – # of times your content was downloaded
• Conversions – # of times a user responded to your call to action.
UCLA X469.21 Spring 2015

6. Publish great, insightful and inspiring
content and let the crowd vote with “social
proof.”
• Twitter Retweets
• Blog Comments
• Facebook Shares and Likes
• LinkedIn Shares
• Google+ Plus One’s

7. 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 2015

8. • Everyone (brand, organization,
individual) is now in the content creation
business
• “Owned” and “Shared” media.
• Distributed directly to target audiences –
no implied third-party endorsement via
coverage in traditional news media.
• Sponsored posts, blogs, infographics,
videos, podcasts, ebooks, mobile apps,
etc.
• Today’s communicators must be adept at
content creation – text, images, video,
audio, etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Fall 2015

9. UCLA X469.21 Fall 2015

10. UCLA X469.21 Fall 2015

11. • Assess content assets – build inventory
• Original content (data, interviews,
event coverage, presentations, white
papers, lists, infographics, timely topics,
how-to/instructional, etc.)
• Repackage/repurpose/recycle
• Curate
• Co-create – partner with others, invite
guest posts
• Develop and maintain a social media
editorial calendar (remember “rule of
thirds”)
UCLA X469.21 Fall 2015

12. Staggering increase in mobile users!!!
You can’t go viral if your content isn’t easily
viewed and shared on the mobile web.
UCLA X469.21 Fall 2015

13. • Take a tour of your company/organization
• Customer testimonials
• Message from the CEO
• Interviews with industry experts
• Event coverage
• And of course, Apologies
UCLA X469.21 Fall 2015

14. • Traditional Video Sharing Sites
e.g., YouTube, Vimeo, Viddy
• Social Video Apps
e.g., Vine, Instagram
• Live Streaming Video Sites
e.g., Ustream, Vokle, Google+ Hangouts
• Social Live Streaming Apps
e.g., Meerkat, Periscope
(Twitter integration – automatically tweet
link when stream is launched)
• Don't forget embed codes (to insert video on any web page)
UCLA X469.21 Fall 2015

15. • Platform
• Entry Mechanism
(sweepstakes, like/follow, share, create, etc.)
• Title
• Schedule
• Prizes/Winner Selection
• Official Rules/Enforcement
• Management System
• Promotion
UCLA X469.21 Fall 2015

16. 1. Situation Analysis (a few paragraphs – no boilerplate)
2. Goals (bullet points – well defined)
3. Target Audiences (bullet points – demo/psycho)
4. Competitive Analysis (a few paragraphs)
5. Strategies (bullets)
6. Tactics (bullets)
7. Measurement (starting point + benchmarks)
UCLA X469.21 Fall 2015
The Final Project

17. Instructor:
@ErikDeutsch
#SocMedUCLA
Best Practices in Social Media
for the Communications
Professional
Meeting 3 (October 27):
Guest speaker:
Babette Pepaj (@BakeSpace)
Founder, BakeSpace.com,
TECHmunch Food Blogger Conference
UCLA X469.21 Fall 2015