Ethics and Social Media Marketing
Brandon Eley (@beley)
Interactive Director, Kelsey Advertising & Design (kelseyads.com)
Owner, 2BigFeet.com
Co-Author, “On...
Ethics Code (Free)
womma.org/ethics/code/intro
Ethics Toolkit (Members Only)
womma.org/membercenter/ethicstoolkit.php
#bwe10ethics
What is Unethical Social Media Marketing?
Ethical Social Media Marketing is…
Blogger and Community Outreach
Wow! This blog I just found is
great! I need them to talk about
my stuff! Now, to get in good
with - *cough* manipulate
*c...
For the love of all that is holy,
if someone gives you their business card…
Bad Pitch
Credit: Dave Fleet, davefleet.com
Better Pitch
Credit: Dave Fleet, davefleet.com
Blogger and Community Outreach
I Beat
Every Day
Observe
Community
Norms
Read Community
Guidelines
Ask Staff for
Permission or Clarification
Patrick’s Pyramid of Permissio...
Everyone Needs Money (Not Just You)
Agency Ethics and How to Pick the Right Agency
But, it’s really
just a horse
People will tell you social media
is a unicorn…
Credit: Brenda Clarke (http://www.flickr.com...
Followers and Fans Are Not a Key Success Metric
Don’t Be Bashful About Measurement!
Five Characteristics of Ethical Social Media Marketing
Always Disclose
Be
Honest
Get Permission
Credit: Paul Schreiber (http://www.flickr.com/photos/paul/444663722/), Jeff Van Campen (http://www.flickr.c...
Use
Only
The
Data
You
Need
Respect the Space You’re In
Questions? Please
Brandon Eley (@beley)
Interactive Director, Kelsey Advertising & Design (kelseyads.com)
Owner, 2BigFeet.com
Co-Author, “On...
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Ethics and Social Media Marketing at BlogWorld & New Media Expo 2010

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These slides are from the "Ethics and Social Media Marketing" panel at BlogWorld & New Media Expo 2010. It was delivered on October 16, 2010 in Las Vegas, Nevada.

Joining me on the panel was Brandon Eley, Jason Baer and Jeremy Wright.

We discussed the importance of ethical social media marketing, including the tenets of both ethical and unethical campaigns.

Among other topics were the selection of a digital agency and ensuring that the agency represents you in an ethical and responsible manner.

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Transcript of "Ethics and Social Media Marketing at BlogWorld & New Media Expo 2010"

  1. 1. Ethics and Social Media Marketing
  2. 2. Brandon Eley (@beley) Interactive Director, Kelsey Advertising & Design (kelseyads.com) Owner, 2BigFeet.com Co-Author, “Online Marketing Inside Out” (onlinemarketinginsideout.com) Jason Baer (@jaybaer) Social Media Strategist, Convince & Convert (convinceandconvert.com) Co-Author, “The Now Revolution” (nowrevolutionbook.com) Jeremy Wright (@jeremywright) CEO, BNOTIONS (bnotions.ca) Founder, b5media (b5media.com) Patrick O’Keefe (@iFroggy) Owner, iFroggy Network (ifroggy.com) Author, “Managing Online Forums” (managingonlineforums.com) Blogger, ManagingCommunities.com
  3. 3. Ethics Code (Free) womma.org/ethics/code/intro Ethics Toolkit (Members Only) womma.org/membercenter/ethicstoolkit.php
  4. 4. #bwe10ethics
  5. 5. What is Unethical Social Media Marketing?
  6. 6. Ethical Social Media Marketing is…
  7. 7. Blogger and Community Outreach
  8. 8. Wow! This blog I just found is great! I need them to talk about my stuff! Now, to get in good with - *cough* manipulate *cough* - the blog author…
  9. 9. For the love of all that is holy, if someone gives you their business card…
  10. 10. Bad Pitch Credit: Dave Fleet, davefleet.com
  11. 11. Better Pitch Credit: Dave Fleet, davefleet.com
  12. 12. Blogger and Community Outreach
  13. 13. I Beat Every Day
  14. 14. Observe Community Norms Read Community Guidelines Ask Staff for Permission or Clarification Patrick’s Pyramid of Permission™ (PPP)
  15. 15. Everyone Needs Money (Not Just You)
  16. 16. Agency Ethics and How to Pick the Right Agency
  17. 17. But, it’s really just a horse People will tell you social media is a unicorn… Credit: Brenda Clarke (http://www.flickr.com/photos/brenda-starr/4673961330/) (CC BY-NC-ND 2.0, http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en)
  18. 18. Followers and Fans Are Not a Key Success Metric
  19. 19. Don’t Be Bashful About Measurement!
  20. 20. Five Characteristics of Ethical Social Media Marketing
  21. 21. Always Disclose
  22. 22. Be Honest
  23. 23. Get Permission Credit: Paul Schreiber (http://www.flickr.com/photos/paul/444663722/), Jeff Van Campen (http://www.flickr.com/photos/otrops/4250799736/) (CC BY-SA 2.0, http://creativecommons.org/licenses/by-sa/2.0/deed.en) and Doc Searls (http://www.flickr.com/photos/docsearls/3889834461/) (CC BY-NC 2.0, http://creativecommons.org/licenses/by-nc/2.0/deed.en)
  24. 24. Use Only The Data You Need
  25. 25. Respect the Space You’re In
  26. 26. Questions? Please
  27. 27. Brandon Eley (@beley) Interactive Director, Kelsey Advertising & Design (kelseyads.com) Owner, 2BigFeet.com Co-Author, “Online Marketing Inside Out” (onlinemarketinginsideout.com) Jason Baer (@jaybaer) Social Media Strategist, Convince & Convert (convinceandconvert.com) Co-Author, “The Now Revolution” (nowrevolutionbook.com) Jeremy Wright (@jeremywright) CEO, BNOTIONS (bnotions.ca) Founder, b5media (b5media.com) Patrick O’Keefe (@iFroggy) Owner, iFroggy Network (ifroggy.com) Author, “Managing Online Forums” (managingonlineforums.com) Blogger, ManagingCommunities.com

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