0
Social Media




     SOCIAL MEDIA: MARKETING CAMPAIGN
                                                   AND COMMUNITY EN...
Social Media




http://slideshare.net/SilkCharm



© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Web...
Social Media




    About Laurel Papworth
    Usenet IRC, AARNET, for Uni 1989

    Virtual worlds, Dransik, Ashen Empire...
Social Media




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




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




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




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




    Community
1.Reason for joining                                6.Behaviours/
                         ...
Social Media




    Community Engagement
    How do I convey my purpose?

    What tools do I give them?

    How do they...
Social Media




    Involve
    live the social web, understand it, this
    cannot be faked!


© © Laurel Papworth - Soc...
Social Media




        4Fs
    Finding Filtering Finessing Forwarding



© © Laurel Papworth - Social Network Strategist...
Social Bookmarks
Social Media




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




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




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




    Internal: SM Guidelines
    Standards of Integrity                              Be yourself

    Pers...
Social Media




    Create
    Prepare your Social Media Assets



© © Laurel Papworth - Social Network Strategist +61 (0...
Social Media




© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Web: http://laurelpapworth.com Blog: @...
Content
Depth of content
Created in Isolation
One-to-many
Social Media




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




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




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




    Discuss
    No conversation around your campaign?
    Then it may as well not exist


© © Laurel Papw...
Social Media




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




        Social = Relationships

                          RECIPROCITY IS KEY!

© © Laurel Papworth - Soci...
Social Media




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




© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Web: @...
Distribution
Discover friends, links
Not long conversations
Not depth of content
Filter
Link, not host of content
Citizen Editor
Secondary Content producer
Consumer Complaints
Consumer Complaints
Social Media




    Promote
    actively, respectfully, promote the content
    into the networks


© © Laurel Papworth -...
Social Media




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




© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Web: @...
Widgets
Citizen Advertiser
Promotes Ripple Effect
Live updates of campaign


                           Widgets/RSS for Ci...
Social Media




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




                                                                             DAVID ARMANO




© © Laurel ...
Social Media




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




    API (Sales)
    Salesforce.com: Reported on their blog on Jan 8th of
    this year that over 40% of a...
Social Media




    Measure
    monitor, iteratively develop & respond or be
    damned!


© © Laurel Papworth - Social N...
Social Media




© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Web: http://laurelpapworth.com Blog: @...
Technorati Charts -Who’s Talking?
Technorati Charts -Who’s Talking?
Blogpulse: Trending Keywords - Yours?
Trends- where?
Trends- where?
Newsletter and RSS - subscribers vs reach?
Integrated Social Networks with CRM
Social Media




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




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




http://slideshare.net/SilkCharm



© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Web...
Social  Media  Marketing Campaign
Social  Media  Marketing Campaign
Social  Media  Marketing Campaign
Social  Media  Marketing Campaign
Social  Media  Marketing Campaign
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Social Media Marketing Campaign

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http://laurelpapworth.com/5-steps-to-a-social-media-marketing-campaign/ How to run a social media marketing campaign as part of an online community engagement program. Given at Australian Film TV and Radio School.

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Transcript of "Social Media Marketing Campaign"

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  5. 5. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  6. 6. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  7. 7. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Social Bookmarks
  13. 13. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  14. 14. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  15. 15. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  16. 16. 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
  17. 17. 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
  18. 18. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  19. 19. Content Depth of content Created in Isolation One-to-many
  20. 20. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  21. 21. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  22. 22. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  23. 23. 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
  24. 24. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  25. 25. 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
  26. 26. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  27. 27. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  28. 28. Distribution Discover friends, links Not long conversations Not depth of content
  29. 29. Filter Link, not host of content Citizen Editor Secondary Content producer
  30. 30. Consumer Complaints
  31. 31. Consumer Complaints
  32. 32. 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
  33. 33. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  34. 34. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  35. 35. Widgets Citizen Advertiser Promotes Ripple Effect Live updates of campaign Widgets/RSS for Citizen ‘Free’ A
  36. 36. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  37. 37. Social Media DAVID ARMANO © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  38. 38. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  39. 39. 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
  40. 40. 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
  41. 41. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  42. 42. Technorati Charts -Who’s Talking?
  43. 43. Technorati Charts -Who’s Talking?
  44. 44. Blogpulse: Trending Keywords - Yours?
  45. 45. Trends- where?
  46. 46. Trends- where?
  47. 47. Newsletter and RSS - subscribers vs reach?
  48. 48. Integrated Social Networks with CRM
  49. 49. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  50. 50. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  51. 51. 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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