Ucla x425 fall '14 week 4
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Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 Best Practices in Social Media for the Communications Professional UCLA X425 Fall 2014 Meeting 4 (November 25): Review re. Final Project Avoid the Social Media “Ambush” Objectives to Social Media Overcoming Fear ROI Shiny Objects – Geolocation and QR Codes The PR Pro’s “Social Media ToolKit” Do You Need a Social Media Policy? Guest speaker: Serena Ehrlich (@Serena) Director of Social, Business Wire
Transcript of Ucla x425 fall '14 week 4
Instructor:
Erik Deutsch (@erikdeutsch)
#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 4 (November 25):
Review re. Final Project Avoid the Social Media “Ambush” Objectives to Social Media Overcoming FearROIShiny Objects – Geolocation and
QR CodesThe PR Pro’s “Social Media ToolKit”Do You Need a Social Media Policy?Guest speaker:
Serena Ehrlich (@Serena) Director of Social, Business Wire
1. Situation Analysis
2. Goals
3. Target Audiences
4. Competitive Analysis
5. Strategies
6. Tactics
7. Measurement
UCLA X425 Fall 2014
The Final Project
UCLA X425 Fall 2014
UCLA X425 Spring 2014
• YouTube – Video Sharing/Storytelling• Flickr and Instagram– Photo Sharing• Pinterest – Scrapbooking • LinkedIn – Professional Networking • Foursquare – Geolocation • Google+ - Facebook Competitor
(“Hangouts”)
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity
2. Our customers don't use social media
3. People can say mean things about us
UCLA X425 Fall 2014
UCLA X425 Fall 2014
• Generate awareness• Increase engagement
• Increase influence • Motivate action
(purchases, leads, etc.)
UCLA X425 Fall 2014
• Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook), retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.• Action - Conversions, sign-ups, downloads,
purchases, etc.
• Foursquare, Gowalla, Facebook Places, Yelp• Induce consumers to "check in" and share their
location
How?• Special offers• Discounts/coupons• Recognition• Status
UCLA X425 Fall 2014
• "Quick Response" akin to a bar code
• Make accessing information easy on-the-go from a web page or other online content
• Use by "scanning" the code via smart phone equipped with a QR code reader app
• Easy and free to generate (can also customize)
• Good Uses: product packaging, print ads, business cards, storefront displays, restaurant menus, real estate, etc. Landing page should be optimized for mobile!
• Bad Uses: Moving vehicles, distant billboards, subways/airplanes (places with no cell/data signal)
UCLA X425 Fall 2014
Instructor:
Erik Deutsch (@ErikDeutsch)
Twitter hashtag: #UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Fall 2014
Meeting 4 (November 25):
Guest speaker:
Serena Ehrlich (@Serena) Director of Social, Business Wire
