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  • 1. Instructor: Erik Deutsch (@ErikDeutsch) #UCLAx425 Best Practices in Social Media for the Communications Professional UCLA X425 Spring 2014 Meeting 3 (April 29): Brands as publishers/content producers "Flipcam PR Online promotions, contests and giveaways Building your personal brand and positioning yourself as an expert Guest speakers: Babette Pepaj (@BakeSpace) CEO, BakeSpace, Inc. Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group

2. 1. Situation Analysis 2. Goals 3. Target Audiences 4. Competitive Analysis 5. Strategies 6. Tactics 7. Measurement UCLA X425 Spring 2014 The Final Project 3. 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 Spring 2014 4. 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 Spring 2014 5. UCLA X425 Spring 2014 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 6. UCLA X425 Spring 2014 Enabled by social media and new forms of owned and shared media. Develop branded content and distribute/share with target audiences directly without the implied third-party endorsement of coverage in traditional news media. PR pros are now in the content creation business, as well as the paid media business. Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc. Content Marketing, Brand Journalism, Native Advertising 7. UCLA X425 Spring 2014 8. Tradeshow/conference appearances Seasonal topics/relevant "holidays (e.g., national cupcake day) Company/organization milestones, product launches, etc. Promotions, contests, special offers Evergreen content (e.g., tips, how-to, lists, etc.) UCLA X425 Spring 2014 9. UCLA X425 Spring 2014 Take a tour of your company/organization Customer testimonials Message from the CEO Interviews with industry experts Event coverage And of course, Apologies 10. UCLA X425 Spring 2014 11. UCLA X425 Spring 2014 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)... 12. UCLA X425 Spring 2014 13. UCLA X425 Spring 2014 Guest speaker: Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group #UCLAx425 Instructor: @ErikDeutsch Guest speaker: Babette Pepaj (@BakeSpace) CEO, BakeSpace, Inc., TECHmunch Food Blogger Conference and Cookbook Cafe App Publisher