This presentations draws comparisons between gardening and social media campaigns. Useful for marketers wanting to undertaking social media campaigns.

1. GARDENING ……
THE SOCIAL MEDIA WAY

2. Consider social media as a digital
garden
Like gardens, social media
campaigns need tending and
nurturing.

3. Weeding, Feeding and Seeding
and Watering, Harvesting & Rotating
3

4. Strategies for managing your digital
garden
Seeding – Growing new communities and comment threads that can be used
to start audience engagement
Feeding – tactical contributions at specific times in existing communities; wiki’s,
BBS’s or blogs to enhance/amplify key messages/comments
Weeding – Use techniques like SEO to weed from search engines, direct
negotiation with sites to physically remove or make a direct response
Watering – Like ‘Feeding’ but this notion takes strategic perspective with
existing communities where you must always participate at some level of
engagement
Harvesting - This is the notion of leveraging the online conversations and
comments to gain greater understanding of what is being said, who is
saying it and where’s it being said. (also known as online reputation
management)
Rotating – Keeping your social media campaigns fresh and reaching your
desired audience means using a number of different platforms and have
varying communication plans over time for these sites.

5. Are there more points to consider
when growing my digital garden?

6. Yep… here are five
important steps
6

7. Listen
• Monitor the channels they’re using.
• What are they saying about your brand?
• What are they saying about competitors’ brands?
.
• Pre-empt reputational crises. Be ready to respond when necessary

8. Understand
… and how is your audience different from netizens in other
markets and sectors.
• What are their motivations for using social media?
• How do they interact with different social media channels?
• How to they interact with each other across these channels?
• What drives them to participate and spread messages?
• What kinds of messages will they be receptive to?

9. Be visible
Don’t simply jump on the social media bandwagon.
When engaging netizens through social media you must
know which medium is right for your message and your
objective – i.e. when to use corporate blogs vs. forums vs.
social networking sites. After selecting your channels, make
sure your brand is highly visible to the public.

10. Use incentives
Why should netizens engage with your brand and
spread your message?
Is it social currency?
Opinion leadership among peers?
Timely and compelling content?
Access to exclusive promotions?
Incorporate incentives that will drive interest and
participation.

11. Gain Trust
Be authentic and transparent in communicating across
social media.
Try to add legitimate value to netizens’ online
experiences. Most importantly, don’t try to deceive this
group– they are smart and it will only lead to backlash
and reputational damage.

12. The online World is
changing

13. The social media landscape
is constantly growing,
innovating, evolving.

14. Consumers are adopting
new technologies and
interacting with them in
different ways.

15. And new conversations can
engage millions of netizens
in a matter of days, or even
hours.

16. By the time you view this
presentation, the facts will
have changed.

17. Knowing the market
requires you to stay
informed!
Here is the leading tool to
get you started…..

18. Online Reputation
Management
SinoBuzz™ is an online reputation management
solution, a powerful tool for monitoring and
managing online brand, measuring public
awareness, sentiment, influence, and tracing
authoritative sources.
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It provides insights into customer retention and
loyalty through analysis of customer comments
towards brands, products, services and
sponsored events.

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