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UCLA X469.21 - SPRING '18 WEEK 2
This document summarizes the key topics covered in Meeting 2 of the #SocMedUCLA course including understanding different types of social media (Paid, Earned, Shared, Owned), finding your voice on social platforms, content marketing strategies, and tips for video storytelling. The meeting featured guest speakers Babette Pepaj and Kim Tronic discussing their experiences in social media and content creation.
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UCLA X469.21 - SPRING '18 WEEK 2
- 1. Best Practices inSocial Media for the Communications Professional Instructor: Erik Deutsch (@erikdeutsch) #SocMedUCLA Meeting 2 (April 9): • Understanding PESO (paid, earned, shared & owned 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 Kim Tronic (@KimberlyTronic), Creative Copywriter UCLA X469.21 Spring 2018
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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 2018
- 5. Traditional Display/Banner Advertising NativeAdvertising (sponsored/promoted posts and stories) 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 You own the content AND the platform PAID EARNED SHARED OWNED Know and understand the vocabulary – Paid, Earned, Shared & Owned UCLA X469.21 Spring 2018
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- 8. • Easy setup and maintenance • Quickly upload all types of content • Inherently viral platform • People login EVERY DAY! • Facebook is 1 BILLION-plus strong (“fish where the fish are”) UCLA X469.21 Spring 2018
- 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 2018
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- 11. The goal isto 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 Spring 2018
- 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 Spring 2018
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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 2018
- 16. • Assess contentassets (perform a “content audit”) and build inventory • Create original content (data, interviews, event coverage, presentations, white papers, lists, photos, videos, infographics, case studies, 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 2018
- 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 Spring 2018
- 18. Content may beKing, but distribution is Queen… Platforms to go beyond “organic” distribution/reach: • Sponsored (“You may also like”) News Stories via Outbrain, Taboola, Disqus, etc. • Based on Cost-per-Click (CPC) model • Facebook Sponsored Posts • Promoted Tweets • Linked-in Sponsored Updates • Other “Native Advertising” Platforms (Tumblr, Pinterest, Instagram) UCLA X469.21 Spring 2018
- 19. 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 2018
- 20. • 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 Spring 2018
- 21. • Tour ofyour 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 Spring 2018
- 22. Staggering increase inmobile users! Make content optimized for viewing and easy to share across mobile devices. Be mindful of short attention spans. UCLA X469.21 Spring 2018
- 23. #SocMedUCLA Instructor: @ErikDeutsch BabettePepaj (@BakeSpace) Founder/CEO BakeSpace.com & TECHmunch Conference Meeting 2 (April 9): Guest speakers: Kimberly Tronic (@KimberlyTronic) Creative Copywriter / Digital Debutante UCLA X469.21 Spring 2018