0
SOCIAL MEDIA MARKETING
   Creating communities through
   commitment and campaigns
1.
CREATING AN ENGAGED
COMMUNITY
1.
CREATING AN ENGAGED
COMMUNITY
• Make a commitment for the long-term:
 • People: Find a Community Manager
 • Money: Budg...
1.
CREATING AN ENGAGED
COMMUNITY
• Make a commitment for the long-term:
 • People: Find a Community Manager
 • Money: Budg...
1.
CREATING AN ENGAGED
COMMUNITY
• Make a commitment for the long-term:
  • People: Find a Community Manager
  • Money: Bu...
1.
CREATING AN ENGAGED
COMMUNITY
• Make a commitment for the long-term:
  • People: Find a Community Manager
  • Money: Bu...
1.
  CREATING AN ENGAGED
  COMMUNITY

            T.A   SEGMENT 1   SEGMENT 2   SEGMENT 3   SEGMENT 4   SEGMENT 5
Communit...
1.
  CREATING AN ENGAGED
  COMMUNITY

            T.A    SEGMENT 1   SEGMENT 2   SEGMENT 3   SEGMENT 4   SEGMENT 5
Communi...
1.
CREATING AN ENGAGED
COMMUNITY
Some live Australian examples:

Telstra Bigpond Twitter: 2,000 followers
http://twitter.c...
2.
CREATING SOCIAL
CAMPAIGNS
2.
CREATING SOCIAL
CAMPAIGNS
• Once you have an engaged community,
  you can inject more energy & create more
  momentum w...
2.
CREATING SOCIAL
CAMPAIGNS
• Once you have an engaged community,
  you can inject more energy & create more
  momentum w...
2.
CREATING SOCIAL
CAMPAIGNS
• Once you have an engaged community,
  you can inject more energy & create more
  momentum w...
2.
  CREATING SOCIAL
  CAMPAIGNS

            T.A   SEGMENT 1   SEGMENT 2   SEGMENT 3   SEGMENT 4   SEGMENT 5
Community


...
2.
    CREATING SOCIAL
    CAMPAIGNS

              T.A   SEGMENT 1   SEGMENT 2   SEGMENT 3   SEGMENT 4   SEGMENT 5
  Comm...
2.
    CREATING SOCIAL
    CAMPAIGNS

              T.A   SEGMENT 1   SEGMENT 2   SEGMENT 3   SEGMENT 4   SEGMENT 5
  Comm...
3.
EVOLVING COMMUNITY
COMMITMENT
3.
EVOLVING COMMUNITY
COMMITMENT
• Some campaigns will reach their
  objectives and then no longer be relevant.
3.
EVOLVING COMMUNITY
COMMITMENT
• Some campaigns will reach their
  objectives and then no longer be relevant.
  Other ca...
3.
EVOLVING COMMUNITY
COMMITMENT
• Some campaigns will reach their
  objectives and then no longer be relevant.
  Other ca...
3.
EVOLVING COMMUNITY
COMMITMENT
     • Some campaigns will reach their
       objectives and then no longer be relevant.
...
3.
EVOLVING COMMUNITY
COMMITMENT
     • Some campaigns will reach their
       objectives and then no longer be relevant.
...
3.
EVOLVING COMMUNITY
COMMITMENT
A Great Live Example:

Lynx Effect
http://www.facebook.com/lynxeffectuk?ref=ts

Includes:...
A
FINAL
THOUGHT
A
FINAL
THOUGHT

What has been shown time after time, is a
campaign-led activity into social media doesn’t
work or last.
A
FINAL
THOUGHT

What has been shown time after time, is a
campaign-led activity into social media doesn’t
work or last.

...
THINK STRATEGY,
NOT JUST TACTICS.

Thoughts by Marek Wolski.
Twitter:
@Marekting

Blog:
The Forest Through The Trees
throu...
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Communitycommitment campaigns

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Transcript of "Communitycommitment campaigns"

  1. 1. SOCIAL MEDIA MARKETING Creating communities through commitment and campaigns
  2. 2. 1. CREATING AN ENGAGED COMMUNITY
  3. 3. 1. CREATING AN ENGAGED COMMUNITY • Make a commitment for the long-term: • People: Find a Community Manager • Money: Budget to manage & grow • Power: Ability to escalate & engage internal authorities
  4. 4. 1. CREATING AN ENGAGED COMMUNITY • Make a commitment for the long-term: • People: Find a Community Manager • Money: Budget to manage & grow • Power: Ability to escalate & engage internal authorities • Determine how consumers want to engage with you: • Platform: Find where the community should be • Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/ public, online/offline etc
  5. 5. 1. CREATING AN ENGAGED COMMUNITY • Make a commitment for the long-term: • People: Find a Community Manager • Money: Budget to manage & grow • Power: Ability to escalate & engage internal authorities • Determine how consumers want to engage with you: • Platform: Find where the community should be • Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/ public, online/offline etc • Have a plan/schedule for on-going activies but be prepared to deviate if neccesary.
  6. 6. 1. CREATING AN ENGAGED COMMUNITY • Make a commitment for the long-term: • People: Find a Community Manager • Money: Budget to manage & grow • Power: Ability to escalate & engage internal authorities • Determine how consumers want to engage with you: • Platform: Find where the community should be • Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/ public, online/offline etc • Have a plan/schedule for on-going activies but be prepared to deviate if neccesary. • Set expectations by stating your plans, listen and evolve if response warrants.
  7. 7. 1. CREATING AN ENGAGED COMMUNITY T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page
  8. 8. 1. CREATING AN ENGAGED COMMUNITY T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page • Ongoing engagement relevant to the wider consumer group (i.e. all segments)
  9. 9. 1. CREATING AN ENGAGED COMMUNITY Some live Australian examples: Telstra Bigpond Twitter: 2,000 followers http://twitter.com/bigpondteam Supre Facebook: 64,000 members http://www.facebook.com/supre
  10. 10. 2. CREATING SOCIAL CAMPAIGNS
  11. 11. 2. CREATING SOCIAL CAMPAIGNS • Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities.
  12. 12. 2. CREATING SOCIAL CAMPAIGNS • Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities. • These must be aligned with the terms of engagement struck with the community.
  13. 13. 2. CREATING SOCIAL CAMPAIGNS • Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities. • These must be aligned with the terms of engagement struck with the community. • Campaigns can: • Encourage existing members to share content and invite friends into the community. • Introduce new community members to the community through targeted motivating experiences. • Align specific business needs with consumer needs. • Test and evolve new tactics and ideas.
  14. 14. 2. CREATING SOCIAL CAMPAIGNS T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page
  15. 15. 2. CREATING SOCIAL CAMPAIGNS T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page Social Community with Brand Campaign Manager Agency Product APP launch relevant to segments 1 & 2.
  16. 16. 2. CREATING SOCIAL CAMPAIGNS T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page Social • The Agency has the creative skills while the Community Community with Brand Campaign Manager Agency Manager has the in-depth Product APP launch knowledge of the audience. relevant to segments 1 & 2. • Working together will ensure the campaign will be relevant, interesting and successful.
  17. 17. 3. EVOLVING COMMUNITY COMMITMENT
  18. 18. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant.
  19. 19. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities.
  20. 20. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities. • The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments.
  21. 21. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities. • The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments. T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page
  22. 22. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities. • The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments. T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Community Committed Ongoing Engagement Manager Brand eg: Creating, Monitoring & Managing a Facebook Fan Page Social Campaign integration Product APP launch relevant to segments 1 & 2.
  23. 23. 3. EVOLVING COMMUNITY COMMITMENT A Great Live Example: Lynx Effect http://www.facebook.com/lynxeffectuk?ref=ts Includes: - Keeping Keely (Current Campaign) with Augmented Reality & other content. - Other content such as Lynx lounge, survey and videos
  24. 24. A FINAL THOUGHT
  25. 25. A FINAL THOUGHT What has been shown time after time, is a campaign-led activity into social media doesn’t work or last.
  26. 26. A FINAL THOUGHT What has been shown time after time, is a campaign-led activity into social media doesn’t work or last. Brands that have sustained involvement in an engaged community can introduce campaigns that are better informed and better received.
  27. 27. THINK STRATEGY, NOT JUST TACTICS. Thoughts by Marek Wolski. Twitter: @Marekting Blog: The Forest Through The Trees throughthetrees.tumblr.com
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