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.

Technology Business

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

Ethics Code (Free)
womma.org/ethics/code/intro
Ethics Toolkit (Members Only)
womma.org/membercenter/ethicstoolkit.php

What is Unethical Social Media Marketing?

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…

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

Observe
Community
Norms
Read Community
Guidelines
Ask Staff for
Permission or Clarification
Patrick’s Pyramid of Permission™ (PPP)

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/photos/brenda-starr/4673961330/) (CC BY-NC-ND 2.0, http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en)

Followers and Fans Are Not a Key Success Metric

Five Characteristics of Ethical Social Media Marketing

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)

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