1. Best Practices in Social Media
for the Communications
Professional
Instructor:
Erik Deutsch (@ErikDeutsch)
#UCLAx425
Meeting 3 (October 22):
• Brands as publishers/content producers
•"Flipcam” PR, location-based apps,
QR codes and other emerging trends
• Online promotions, contests and
giveaways
• Building your personal brand and
positioning yourself as an expert
• Guest speakers:
Matt Meeks (@MattMeeks)
Chief Digital Officer,
Archdiocese of Los Angeles
Dan Portnoy (@DanPortnoy)
Head Honcho,
Portnoy Media Group
UCLA X425
Fall 2013

2. • Generate awareness
• Increase engagement
UCLA X425
• Increase influence
• Motivate action (e.g.,
sales)
Fall 2013

3. • Awareness - Website visitors (“uniques”), bounce rate, page
views, likes/followers, etc. (tangible metrics)
• Engagement – Comments, likes, retweets, time spent on
website, etc.
• Influence - Third-party mentions (e.g., @replies), inbound
links, etc.
• Action - Conversions, sign-ups, downloads, sales, donations,
etc.
UCLA X425
Fall 2013

4. The Final Project
1.
2.
3.
4.
5.
6.
7.
UCLA X425
Situation Analysis
Goals
Target Audiences
Competitive Analysis
Strategies
Tactics
Measurement
Fall 2013

5. 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 2013

6. 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 2013

7. 1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the
discussion)
The “Rule of Thirds”
UCLA X425
Fall 2013

8. • Tradeshow/conference appearances
• Seasonal topics/relevant "holidays”
• Company/organization milestones, product launches,
etc.
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to)
UCLA X425
Fall 2013

9. •
Take a tour of your company/organization
•
Customer testimonials
•
Message from the CEO
•
Interviews with industry experts
•
Event coverage
UCLA X425
Fall 2013

10. UCLA X425
Fall 2013

11. •
Video sharing sites (YouTube/Google, Vimeo, Viddy)
•
Apps (Vine)
•
Live streaming (Ustream, Vokle, Google+ Hangouts)
•
Don't forget embed codes (to insert video on any web
page)...
UCLA X425
Fall 2013

12. UCLA X425
Fall 2013

13. #UCLAx425
Guest speaker:
Matt Meeks (@MattMeeks)
Chief Digital Officer, Archdiocese of L.A.
UCLA X425
Instructor: @ErikDeutsch
Guest speaker:
Dan Portnoy (@DanPortnoy)
Head Honcho, Portnoy Media Group
Fall 2013