Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.

1. Introduction to Social Media
Assoc. Prof. Axel Bruns
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology, Brisbane, Australia
a.bruns@qut.edu.au – @snurb_dot_info
http://mappingonlinepublics.net/
http://mappingonlinepublics.net/

2. SOCIAL MEDIA CAMPAIGNS:
TWITTER
http://mappingonlinepublics.net/

3. Campaigning on Twitter
1. Message control – the #qantasluxury debacle:
http://mappingonlinepublics.net/

4. #qantasluxury
http://mappingonlinepublics.net/

5. What‟s Wrong Here?
o “Send us your answers and we‟ll draw a prize…”
o Postcards / phone / SMS / email:
o Non-public response submission process
o Non-public, non-transparent selection of winners
o Publication of winning entries selective and under corporate control
 Corporate message control remains possible
o Twitter hashtags and @replies:
o Public submissions, visible and searchable
o Potential for follow-on conversations amongst users
o Public can track submissions and choose their own winners
 No corporate message control possible
o Crucial errors:
o Translating one-to-one models to many-to-many medium
o Fundamental misreading of public mood around the company
http://mappingonlinepublics.net/

6. Campaigning on Twitter
2. Nuances matter – #McDstories:
o Initial McDonald‟s advertising campaign under the #MeetTheFarmers hashtag
o Change of the hashtag to #McDstories:
(from http://socialmediatoday.com/david-amerland/434385/abject-lessons-learnt-mcdonald-s-social-media-disaster)
http://mappingonlinepublics.net/

7. What Happened There?
o Spot the difference:
o #MeetTheFarmers:
o Well-intentioned, addressing a sympathetic group
o Limited room for user hijacking
o No runaway success, but message remains manageable
o #McDstories:
o Much broader ambit, ambiguous intentions
o Wide open for user hijacking – sounds like invitation to users to share
o Runaway message, no longer manageable
 Need to think like social media users, not like marketers
http://mappingonlinepublics.net/

8. Considerations in Campaigning
o Key questions:
o What‟s the current mood on Twitter?
o Towards the industry sector as a whole
o Towards the company and its products/services
o Towards the focus of the campaign
o What‟s the language we‟re using?
o Twitter is not an advertising medium – use natural language!
o Avoid weasel words – Twitter uses can talk back
o Beware ambiguity and hijacking of phrases
o How are we doing this?
o What forms of user engagement do/don‟t we want?
o How do we acknowledge and reward positive engagement?
o What‟s in it for „our‟ users? Why would they want to do it?
o How do we monitor / engage / respond?
http://mappingonlinepublics.net/

9. Beyond the Majors
o Campaigning for SMEs:
o Plan for the long haul, not quick wins
o Build up a solid base of loyal followers
o Make friends, be honest, show personality
o Give and take: help others so they help you
o Play the underdog for as long as possible
o Explain your activities openly and transparently
o Then:
o Build individual promotions and campaigns on that basis
o Determine your most influential followers
o Target others who have clout in your field
o Push only messages which are defensible in the long term
o Respond to comments and questions – positive and negative
o Acknowledge help and show gratitude for support
http://mappingonlinepublics.net/

10. FACEBOOK AND LINKEDIN
CAMPAIGNS
http://mappingonlinepublics.net/

11. Facebook and LinkedIn
Campaigns
30.01.2013
Linda Elen Olsen

12. THE POWER OF SOCIAL MEDIA?

13. SUCCESSFUL CAMPAIGNS
• Attention
• Spreadable
• Interactive
• Collaborative
• Fun!

14. FACEBOOK PAGES
• Availability
• Informal two-way communication
• Exclusive content
• Actively taking part in your campaign
• Applications, videos, contests etc. easily spread
through page and other social media

15. ÖBERMUTTEN, SWITZERLAND

16. ÖBERMUTTEN, SWITZERLAND
• 4 weeks - 12.000 likes - 32 countries - worldwide
• Most active Facebook page in Switzerland
• 250 % increase in traffic on their website
• Still going…
• Bridging offline/online

17. A ROBOT CAT
Pinacoteca do Estado de São Paulo - Brazil

18. A ROBOT CAT
“For the Curious”
• 1 week – 10.000 participants
• 3 mins – virtual tour – live

19. What would you do for a
FREE Whopper?

20. WHOPPER SACRIFICE
• 37 cents for a friend?
• 234,000 friends sacrificed
• 23,000 coupons
• 1 week

21. WHOPPER SACRIFICE

22. WHOPPER SACRIFICE
• Attention
• Spreadable
• Engaging
• Fun and humorous
• Exclusive
• Online/offline
• Misunderstandings?

23. SIMPLE STRATEGIES
• Simple message
• Exclusive offers
• Easy to spread
• Encourage
participation

24. SIMPLE STRATEGIES
• 10% discount
• 1,767 e-mail contacts
• Product photos and
behind the scene look

25. SIMPLE STRATEGIES
• 200% increase in likes
• $10.000 profit

26. VOLKSWAGEN LINKEDOUT
Passat - Holland
• “As full of yourself as
the Passat?”
• Challenge a friend
• Features

27. LINKEDIN CAMPAIGNING
• Help spread content
• Link to home page, videos, Facebook page
• Reach hubs / decision makers
• Get feedback / help

28. SOCIAL EXPERIMENT GONE
WRONG

29. PITFALLS
• Analyze your market
• Be consistent
• Know the rules!
• Overposting

30. SCENARIO WORKSHOP
http://mappingonlinepublics.net/

31. Running a Campaign
o Scenario:
o You run Bikebrain – a medium-sized suburban Brisbane bicycle shop
which also ships interstate. You have a Facebook page (250 likes) and
a Twitter account (350 followers).
You‟ve just picked up Australian distribution for a brand-new product:
NeverFlat, a locally-made guaranteed hole-proof tyre. You want to
promote the product and boost your mail-order business.
What‟s your social media campaigning strategy?
o Hint: Can you go viral? Can you get celebrities to endorse you?
http://mappingonlinepublics.net/

32. FURTHER OUTLOOK
http://mappingonlinepublics.net/

33. Followers as Promoters
o #BullyMovie:
o Documentary about bullying,
R-rated by MPAA (not
available to intended viewer
base)
o Studio plans one-day Twitter
campaign to raise awareness
o 17-year-old bullying victim
Katy Butler promotes movie
campaign through petition
site Change.org, gains 500k
supporters
o Support for Twitter campaign
from major celebrities and
organisations
o Post-campaign revision of
MPAA rating to PG-13
(http://mashable.com/2012/04/11/bully-twitter-campaign/) http://mappingonlinepublics.net/

34. Viral Videos
o Dumb Ways to Die:
(Guess what this campaign is about?)
http://mappingonlinepublics.net/

35. Exclusive Spaces = Loyal Fans?
o Grey Poupon‟s “Society of Good Taste”:
(http://mashable.com/2012/09/13/grey-poupon-facebook-marketing-campaign/)
http://mappingonlinepublics.net/

36. The Big League
o KLM‟s Schiphol Campaign:
http://mappingonlinepublics.net/

37. THE END. THANK YOU!
http://mappingonlinepublics.net/