UCLA X425 - Week 3

Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2012

Meeting 3 (April 17): • 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)

VP/Account Director Prophesee Initiative Dan Portnoy (@danportnoy) Head Honcho Portnoy Media Group

1. Situation Analysis2. Goals3. Target Audiences4. Competitive Analysis5. Strategies6. Tactics7. Measurement


The Final Project

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


Arm & Hammer Baking Soda (circa 1970s)Goal: Turn the tide and increase sales of baking soda

Strategy: Devise new uses for baking sodaTactics: Advertising infomercials, retail promotions, etc.

Quiz... Is "build a Facebook page" a strategy or a tactic?



1. Marketing-focused

2. Useful (provides utility)

3. Engaging (becomes part of the discussion)

• Tradeshow/conference appearances

• Relevant "holidays”

• Company/organization milestones, product launches, etc.

• Promotions, contests, special offers

• Etc.



• Take a tour of your company/organization

• Customer testimonials

• Message from the CEO

• Interviews with industry experts

• Event coverage


• Video sharing sites (YouTube, Vimeo, Viddy)

• Live streaming (Ustream, Vokle, Twitvid)

• Don't forget embed codes (to insert video on any web page)...

• And photos (general sharing sites like Flickr, niche services like Twitpic and yfrog), and general social networks via direct upload.


Guest speaker:

Matt Meeks(@mattmeeks) VP/Account Director Prophesee

Initiative

Guest speaker:

Dan Portnoy(@DanPortnoy) Honcho, Portnoy Media Group

#UCLAx425 Instructor: @ErikDeutsch

UCLA X425 - Week 3

Business

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