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SOCIAL MEDIA MARKETINGCreating communities through commitment and campaigns
1. CREATING AN ENGAGED COMMUNITY
1. CREATING AN ENGAGED COMMUNITY
• Make a commitment for the long-term:• People: Find a Community Manager• Money: Budget to manage & grow• Power: Ability to escalate & engage internal authorities
1. CREATING AN ENGAGED COMMUNITY
• Make a commitment for the long-term:• People: Find a Community Manager• Money: Budget to manage & grow• Power: Ability to escalate & engage internal authorities
• Determine how consumers want to engage with you:• Platform: Find where the community should be• Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/
public, online/offline etc
1. CREATING AN ENGAGED COMMUNITY
• Make a commitment for the long-term:• People: Find a Community Manager• Money: Budget to manage & grow• Power: Ability to escalate & engage internal authorities
• Determine how consumers want to engage with you:• Platform: Find where the community should be• Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/
public, online/offline etc• Have a plan/schedule for on-going
activies but be prepared to deviate if neccesary.
1. CREATING AN ENGAGED COMMUNITY
• Make a commitment for the long-term:• People: Find a Community Manager• Money: Budget to manage & grow• Power: Ability to escalate & engage internal authorities
• Determine how consumers want to engage with you:• Platform: Find where the community should be• Time: Be active as needed; 12h/24-7 • Channels: Provide multiple contact methods private/
public, online/offline etc• Have a plan/schedule for on-going
activies but be prepared to deviate if neccesary.
• Set expectations by stating your plans, listen and evolve if response warrants.
1. CREATING AN ENGAGED COMMUNITY
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
1. CREATING AN ENGAGED COMMUNITY
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
• Ongoing engagement relevant to the wider consumer group (i.e. all segments)
1. CREATING AN ENGAGED COMMUNITYSome live Australian examples:
Telstra Bigpond Twitter: 2,000 followershttp://twitter.com/bigpondteam
Supre Facebook: 64,000 membershttp://www.facebook.com/supre
2. CREATING SOCIAL CAMPAIGNS
2. CREATING SOCIAL CAMPAIGNS
• Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities.
2. CREATING SOCIAL CAMPAIGNS
• Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities.
• These must be aligned with the terms of engagement struck with the community.
2. CREATING SOCIAL CAMPAIGNS
• Once you have an engaged community, you can inject more energy & create more momentum with campaign based activities.
• These must be aligned with the terms of engagement struck with the community.
• Campaigns can:• Encourage existing members to share content and
invite friends into the community.• Introduce new community members to the community
through targeted motivating experiences.• Align specific business needs with consumer needs.• Test and evolve new tactics and ideas.
2. CREATING SOCIAL CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
2. CREATING SOCIAL CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
SocialCampaignProduct APP launch relevant to segments 1 & 2.
Agen
cy
with
Bra
nd
Com
mun
ity
Man
ager
2. CREATING SOCIAL CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
SocialCampaignProduct APP launch relevant to segments 1 & 2.
Agen
cy
with
Bra
nd
Com
mun
ity
Man
ager
• The Agency has the creative skills while the Community Manager has the in-depth knowledge of the audience.
• Working together will ensure the campaign will be relevant, interesting and successful.
3. EVOLVING COMMUNITY COMMITMENT
3. EVOLVING COMMUNITY COMMITMENT
• Some campaigns will reach their objectives and then no longer be relevant.
3. EVOLVING COMMUNITY COMMITMENT
• Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities.
3. EVOLVING COMMUNITY COMMITMENT
• Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities.
• The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments.
3. EVOLVING COMMUNITY COMMITMENT
• Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities.
• The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments.
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
3. EVOLVING COMMUNITY COMMITMENT
• Some campaigns will reach their objectives and then no longer be relevant. Other campaign activities will be able to live on, and integrated into the on-going community activities.
• The Community Manager takes full responsibility and it becomes part of wider activities reaching all segments.
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Committed Ongoing Engagementeg: Creating, Monitoring & Managing a Facebook Fan Page
Bran
d Co
mm
unity
M
anag
er
Social Campaign integration
Product APP launch relevant to segments 1 & 2.
3. EVOLVING COMMUNITY COMMITMENT
A Great Live Example:
Lynx Effecthttp://www.facebook.com/lynxeffectuk?ref=ts
Includes:- Keeping Keely (Current Campaign) with Augmented Reality & other content.- Other content such as Lynx lounge, survey and videos
AFINAL THOUGHT
AFINAL THOUGHT
What has been shown time after time, is a campaign-led activity into social media doesn’t work or last.
AFINAL THOUGHT
What has been shown time after time, is a campaign-led activity into social media doesn’t work or last.
Brands that have sustained involvement in an engaged community can introduce campaigns that are better informed and better received.
THINK STRATEGY,NOT JUST TACTICS.
Thoughts by Marek Wolski.
Twitter:@Marekting
Blog: The Forest Through The Treesthroughthetrees.tumblr.com
