This presentation introduces the basics of building a social media campaign, including case studies of successful projects. More at Crowdcircles.com.

1. Social Media Campaigns:
An Introduction

2. Social Media Defined
 Communication that consists of an interactive
dialogue between organizations, communities and
individuals

3. Six different types of social media
 Collaborative projects (e.g. Wikipedia)
 Blogs and microblogs (e.g. Twitter)
 Content communities (e.g. YouTube)
 Social networking sites (e.g. Facebook)
 Virtual game worlds (e.g. World of Warcraft)
 Virtual social worlds (e.g. Second Life)

4. Social Media Marketing (SMM) Defined
 Use of social networks, online communities, blogs
and wikis for marketing, sales, public relations and
customer service.

5. SMM Uses
 Create buzz or newsworthy events/content that
attracts attentions
 Optimally, it goes viral.
 Build ways that enable fans to promote your brand or
message themselves via online social media.
 Facilitate online conversations around your brand or
message.

6. Case Study: Fiskars

7. 7 Myths of Social Media Marketing
 1. Social Media is Just a Fad
 2. Social Media is Just for the Young
 3. There is No Return in Social Media Marketing
 4. Social Media Marketing Isn’t Right for this
Business
 5. Social Media Marketing is New
 6. Social Media Marketing is Time Consuming
 7. Social Media is Free

8. Case Study: United Airlines

9. How SMM is Different
 Control vs. Contributions
 Corporations no longer can 100% control their message
 Emphasize two-way conversations with the community
contributing
 The conversation is never-ending
 Trust Building
 Hard to build long-term trust
 Easy to lose

10. Case Study: Jet Blue