Introduction to Social Media (Week 3)
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Introduction to Social Media (Week 3)



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

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



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  • Attention – extra attention and buzz around your company/product/campaignSpreadable – easy to share – keep it simple and remixInteractive – let people engage with your company/product – and make sure you’re there when they do!Collaboration – members of a community can help you, help you, give you feedback as you goMake it fun – think about adding gaming elements
  • Reach people that have clicked like on your page – so they’re actually interested in your content!Watch the statistics, all the time!
  • Now - over 45.000 likesInnovative – simple – effective – spreadable – interactive – fun/playful
  • October 201190 people a day, 3 hours a day for a week
  • 2011Packed full of standard features just like LinkedIn!
  • 2012 – post one-word additions to a previous poster’s commentsOver 700 responses in a day
  • Are they on SNSs and which?Same message adapted to different platforms, update similarly, engage equallyRules on Facebook! Know them and the consewuences!Post regularly, but don’t spam! Not too much text!

Introduction to Social Media (Week 3) Introduction to Social Media (Week 3) Presentation Transcript

  • Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, – @snurb_dot_info
  • Campaigning on Twitter1. Message control – the #qantasluxury debacle:
  • #qantasluxury
  • 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 possibleo Crucial errors: o Translating one-to-one models to many-to-many medium o Fundamental misreading of public mood around the company
  • Campaigning on Twitter2. Nuances matter – #McDstories: o Initial McDonald‟s advertising campaign under the #MeetTheFarmers hashtag o Change of the hashtag to #McDstories: (from
  • 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
  • Considerations in Campaigningo 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?
  • Beyond the Majorso 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 transparentlyo 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
  • Facebook and LinkedIn Campaigns 30.01.2013 Linda Elen Olsen
  • SUCCESSFUL CAMPAIGNS• Attention• Spreadable• Interactive• Collaborative• Fun!
  • 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
  • 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
  • A ROBOT CATPinacoteca do Estado de São Paulo - Brazil
  • A ROBOT CAT “For the Curious”• 1 week – 10.000 participants• 3 mins – virtual tour – live
  • What would you do for a FREE Whopper?
  • WHOPPER SACRIFICE• 37 cents for a friend?• 234,000 friends sacrificed• 23,000 coupons• 1 week
  • WHOPPER SACRIFICE• Attention• Spreadable• Engaging• Fun and humorous• Exclusive• Online/offline• Misunderstandings?
  • SIMPLE STRATEGIES• Simple message• Exclusive offers• Easy to spread• Encourage participation
  • SIMPLE STRATEGIES• 10% discount• 1,767 e-mail contacts• Product photos and behind the scene look
  • SIMPLE STRATEGIES• 200% increase in likes• $10.000 profit
  • VOLKSWAGEN LINKEDOUT Passat - Holland• “As full of yourself as the Passat?”• Challenge a friend• Features
  • LINKEDIN CAMPAIGNING• Help spread content• Link to home page, videos, Facebook page• Reach hubs / decision makers• Get feedback / help
  • PITFALLS• Analyze your market• Be consistent• Know the rules!• Overposting
  • Running a Campaigno 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?
  • 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, gains 500k supporters o Support for Twitter campaign from major celebrities and organisations o Post-campaign revision of MPAA rating to PG-13(
  • Viral Videoso Dumb Ways to Die: (Guess what this campaign is about?)
  • Exclusive Spaces = Loyal Fans?o Grey Poupon‟s “Society of Good Taste”: (
  • The Big Leagueo KLM‟s Schiphol Campaign: