Blooming Together_ Growing a Community Garden Worksheet.docx
UCLA X469.21 - SPRING '18 WEEK 2
1. Best Practices in Social 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
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
Native Advertising (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
8. • Easy set up 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 is always 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
11. The goal is to 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
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 content assets (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 be King, 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 injecting your 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 of your 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 in mobile users!
Make content optimized for viewing and easy to share
across mobile devices.
Be mindful of short attention spans.
UCLA X469.21 Spring 2018
