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UCLA X469.21 SPRING '17 - WEEK 2
This document outlines the key topics covered in the second meeting of the #SocMedUCLA course on best practices in social media for communications professionals. The meeting focused on understanding different types of social media (paid, earned, owned, shared), finding an authentic voice, content marketing strategies, and video/visual storytelling. Guest speakers from BakeSpace and the Archdiocese of Los Angeles also presented.
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UCLA X469.21 SPRING '17 - WEEK 2
- 1. Best Practices inSocial Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Meeting 2 (May 1): • Understanding “paid,” “earned,” “owned” and “shared” media • Finding your voice • Content marketing and "feeding the beast" • Video and visual storytelling • Online promotions and real-time marketing • Guest speakers: Babette Pepaj (@BakeSpace), BakeSpace & TECHmunch Matt Meeks (@MattMeeks), Archdiocese of Los Angeles UCLA X469.21 Spring 2017
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- 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 Spring 2017
- 5. Traditional Display/Banner Advertising NativeAdvertising (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 Spring 2017
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- 8. • Easy setup 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 Spring 2017
- 9. • Facebook isalways 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 Spring 2017
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- 11. The goal isto form an emotional connection. • Treat followers like friends. • Talk like a real person -- avoid corporate jargon. • Highlight and share content from followers (find posts that demonstrate your product or service in use). 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 Spring 2017
- 12. • Everyone (individual,brand, organization) is now in the content creation business. • Shared and owned 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. • It’s time to become adept at content creation – text, images, video, audio, etc. Content Marketing - Brand Journalism - Native Advertising UCLA X469.21 Spring 2017
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- 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 Spring 2017
- 16. • Assess contentassets (perform a “content audit”) and build inventory • Create original content (data, interviews, event coverage, presentations, white papers, lists, infographics, timely topics, 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 Spring 2017
- 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) A mix of text, images, videos and other multimedia content UCLA X469.21 Spring 2017
- 18. Aligning and injectingyour 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 Spring 2017
- 19. • Who knows? •It depends (audience, objectives, platforms) • Adjust based on experience/analytics - Facebook: 3-10 times per week - Twitter: at least 5 times a day - LinkedIn: 2-5 times per week - Pinterest: 5-10 times per day UCLA X469.21 Spring 2017
- 20. • Take atour of your company/organization • Customer testimonials • Message from the CEO • Interviews with industry experts • Event coverage • Try a live “Hangout” UCLA X469.21 Spring 2017
- 21. Staggering increase inmobile users! Make content easy to view and share across mobile platforms. Be mindful of short attention spans. UCLA X469.21 Spring 2017
- 22. #SocMedUCLA Instructor: @ErikDeutsch BabettePepaj (@BakeSpace) Founder/CEO BakeSpace.com & TECHmunch Conference UCLA X469.21 Spring 2017 Meeting 2 (May 1): Guest speakers: Matt Meeks (@MattMeeks) Chief Digital Officer Archdiocese of Los Angeles