Social Media Campaigns: An Introduction

Social Media Campaigns: An Introduction

Social Media Defined Communication that consists of an interactive

dialogue between organizations, communities and individuals

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)

Social Media Marketing (SMM) Defined Use of social networks, online communities,

blogs and wikis for marketing, sales, public relations and customer service.

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.

Case Study: Fiskars

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

Case Study: United Airlines

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

Case Study: Jet Blue