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Communitycommitment campaigns

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  • 1. SOCIAL MEDIA MARKETING Creating communities through commitment and campaigns
  • 2. 1. CREATING AN ENGAGED COMMUNITY
  • 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. 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. 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. 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. 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. 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. 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. 2. CREATING SOCIAL CAMPAIGNS
  • 11. 2. CREATING SOCIAL CAMPAIGNS • Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities.
  • 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. 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. 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. 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. 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. 3. EVOLVING COMMUNITY COMMITMENT
  • 18. 3. EVOLVING COMMUNITY COMMITMENT • Some campaigns will reach their objectives and then no longer be relevant.
  • 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. 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. 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. 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. 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. A FINAL THOUGHT
  • 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. 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. THINK STRATEGY, NOT JUST TACTICS. Thoughts by Marek Wolski. Twitter: @Marekting Blog: The Forest Through The Trees throughthetrees.tumblr.com