Social Media Marketing Campaign

Laurel Papworth
Laurel Papworthsocial network strategist
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
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
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
Social Media




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




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




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




© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
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
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
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
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
Social Bookmarks
Social  Media  Marketing Campaign
Social Media




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




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




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




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




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




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




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




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




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




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




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


                           Widgets/RSS for Citizen ‘Free’ A
Social Media




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




                                                                             DAVID ARMANO




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




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




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




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




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

  • 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. 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. 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. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 5. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 6. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 7. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 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. 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. 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. 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
  • 14. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 15. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 16. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 17. 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
  • 18. 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
  • 19. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 20. Content Depth of content Created in Isolation One-to-many
  • 21. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 22. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 23. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 24. 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
  • 25. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 26. 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
  • 27. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 28. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 29. Distribution Discover friends, links Not long conversations Not depth of content
  • 30. Filter Link, not host of content Citizen Editor Secondary Content producer
  • 33. 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
  • 34. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 35. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 36. Widgets Citizen Advertiser Promotes Ripple Effect Live updates of campaign Widgets/RSS for Citizen ‘Free’ A
  • 37. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 38. Social Media DAVID ARMANO © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 39. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 40. 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
  • 41. 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
  • 42. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 48. Newsletter and RSS - subscribers vs reach?
  • 54. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Web: @SilkCharm Email: lpapworth@gmail.com
  • 55. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Web: http://laurelpapworth.com Blog: @SilkCharm Email: lpapworth@gmail.com
  • 56. 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