UCLA X469.21 - FALL '16 WEEK 3

Best Practices in Social Media for the Communications Professional

Instructor: Erik Deutsch (@ErikDeutsch)#SocMedUCLA

Meeting 3 (October 24): Objections to Social Media Finding Your Voice Brands as Publishers Types of Social Media Content “Feeding the Beast” Revisiting the Final Project Template The Social Media “Toolkit” Guest speaker: Ruben Ochoa (@rubenochoa1)

Director of Digital Allison + Partners

UCLA X469.21 Fall 2016

FEAR!!!

What are companies afraid of:

1. Social media hurts employee productivity2. Our customers don't use social media3. People might say mean things about us

Objections to Social Media


Finding Your Voice


Cultivate a Voice that Resonates


The goal is to get your audience to engage with your brand, form emotional connections and become loyal customers. Remember, people tend to tune out purely promotional messages.

• Treat followers like friends.

• Talk like a real person -- avoid corporate jargon.

• Highlight and share content from followers (find posts that demonstrate your product or service in use). Celebrate your fans and their accomplishments.

• Listen, respond and have conversations.

• Let loose once in a while (and have some fun).

Traditional display/banner advertising Native advertising (promoted Tweets, sponsored FB and blog posts, etc.) SEM (e.g., AdWords) Promotions

Traditional Media (news coverage, feature segments, appearances, etc.)Bloggers (but shifting from Earned to Paid) Influencers (but shifting from Earned to Paid)

Social Networking Sites, Apps, Forums, etc.WOM (word-of-mouth)

Your own Website/Blog and syndicated branded content

PAID

EARNED

SHARED

OWNED

The New Landscape – “PESO”

Know and understand the vocabulary – Paid, Earned, Shared & Owned


What is Branded Content?

• Everyone (individual, brand, organization) is now in the content creation business.

• Shared and owned media. • Distributed directly to target audiences –

no implied third-party endorsement via coverage in traditional news 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.

Content Marketing - Brand Journalism - Native Advertising


What is Branded Content?


Types of Social Media Content

1. Marketing-focused (promotional)

2. Useful (provides utility – educational/informational)

3. Entertaining

4. Engaging (ask/answer questions; become part of the discussion)


• Assess content assets (perform a “content audit”) and build inventory

• Original content (data, interviews, event coverage, presentations, white papers, lists, infographics, timely topics, how-to/instructional, etc.)

• Repackage/repurpose/recycle • Curate • Co-create – partner with others, invite

guest posts

• Develop and maintain a social media editorial calendar

Feeding the Content Beast


Items to Include in Your Social MediaEditorial Calendar:

• 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)


A mix of text, images, videos and other multimedia content

Staggering increase in mobile users!

Make content easy to view and share across mobile platforms.

Be mindful of short attention spans.

Mobile-Friendly Content


Social Media Plan Outline: The Template

1. Situation Analysis (a few paragraphs – no boilerplate) 2. Goals (bullet points – no metrics/strategies/tactics) 3. Target Audiences (bullet points – demo/psycho)4. Competitive Analysis (a few paragraphs)5. Strategies (bullets) 6. Tactics (bullets) 7. Measurement (starting point/benchmarks/tools)

The Final Project

UCLA X469.21 Spring 2016

Instructor: @ErikDeutsch

#SocMedUCLA

Best Practices in Social Media for the Communications Professional

Meeting 3 (October 24):Guest speaker:

Ruben Ochoa (@RubenOchoa)Director of DigitalAllison + Partners


UCLA X469.21 - FALL '16 WEEK 3

Education