Week 3: A Conversation with Serena Ehrlich by Alejandro Miyai

By UCLA X469.21 Student Alejandro Miyai

Our Week 3 guest speaker was Serena Ehrlich, who shared her deep knowledge in data-based marketing programs that drive results. Serena’s clients have included celebrities, Fortune 500 brands, mobile technology start ups, and more.

Here are a few of the key takeaways from our conversation with Serena:

1. Social Media’s Impact

Social Media has changed. Social has become a much larger part of organizations; it has become part of their story.

How?

One single video in 2020 sparked worldwide change. That video showed the death of George Floyd. It touched a nerve in people around the world and has shown how social media is such a powerful platform for sharing the most human stories. Companies have come to realize that it is important to communicate their messages within the context of human stories.

2. Start Listening

Companies launching a new product or service used to focus on promoting its features, but messaging is now increasingly focused on the impact that product or service has on consumers.

Why?

Because companies have started to listen and ask, “who is talking about us?” “Where are they talking about us?” They are realizing that audiences today want to have authentic relationships with brands. Therefore, brands need to understand how they are perceived, how they stack up against competitors, how to spot rumors early, and how to build and protect their reputation.

3. Tools Are Your BFF!

Serena mentioned that these are some her favorites:

• Google Trends
• Hubspot Ideas
• Grammarly