Social Media Marketing Campaign

Social Media SOCIAL MEDIA: MARKETING CAMPAIGN AND COMMUNITY ENGAGEMENT PHOTO:LAUREL PAPWORTH © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Social Media http://slideshare.net/SilkCharm © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media About Laurel Papworth Usenet IRC, AARNET, for Uni 1989 Virtual worlds, Dransik, Ashen Empires, ofﬁcial forums for Everquest, Ultima Online 1999 Big Brother, Biggest Loser, Idol Communities 2005 Saudi Arabia Women’s community 2008 AFTRS - Scorched.TV interactv Emmy Award 2008 Singapore Government © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media Community 1.Reason for joining 6.Behaviours/ Etiquette 2.Social Spaces 7.Rites and Rituals 3.Proﬁles & Identity 8.Subgroups/ 4.Inﬂuencers Swarms 5.Activities and Campaigns © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media Community Engagement How do I convey my purpose? What tools do I give them? How do they manage identity and trust? What roles and what Leaders? How to behave, do activities & do rituals? Will they create subgroups virally? V- Have FUN with your community! © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media Involve live the social web, understand it, this cannot be faked! © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Social Media 4Fs Finding Filtering Finessing Forwarding © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Bookmarks

Social Media Internal: SM Guidelines Standards of Integrity Be yourself Personal responsibility Respect your colleagues and audience Conﬁdential information Be accurate Personal information Converse and give feedback Copyright and trademarks Priority of regular work Conﬂicts of interest commitments Know your limits Media training © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media Create Prepare your Social Media Assets © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Content Depth of content Created in Isolation One-to-many

Social Media Discuss No conversation around your campaign? Then it may as well not exist © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Social Media Social = Relationships RECIPROCITY IS KEY! © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Distribution Discover friends, links Not long conversations Not depth of content

Filter Link, not host of content Citizen Editor Secondary Content producer

Consumer Complaints

Social Media Promote actively, respectfully, promote the content into the networks © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Widgets Citizen Advertiser Promotes Ripple Effect Live updates of campaign Widgets/RSS for Citizen ‘Free’ A

Social Media DAVID ARMANO © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Social Media API (Sales) Salesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com trafﬁc comes from their API. Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million. eBay: 25,000 developers with 1,900 certiﬁed applications. 8 billion API requests, transactions up 84 % annually. © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

Social Media Measure monitor, iteratively develop & respond or be damned! © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com

Technorati Charts -Who’s Talking?

Blogpulse: Trending Keywords - Yours?

Trends- where?

Newsletter and RSS - subscribers vs reach?

Integrated Social Networks with CRM

Social Media http://slideshare.net/SilkCharm © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com

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Social Media Marketing Campaign

by Laurel Papworth on Jul 02, 2009

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Social Media Marketing Campaign — Presentation Transcript