Social Media Marketing: Community, Commitment & Campaigns

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    18-Jan-2017

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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

    http://twitter.com/bigpondteamhttp://twitter.com/bigpondteamhttp://www.facebook.com/suprehttp://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

    http://twitter.com/bigpondteamhttp://twitter.com/bigpondteam

  • AFINAL THOUGHT

  • AFINAL THOUGHT

    What has been shown time after time, is a campaign-led activity into social media doesnt work or last.

  • AFINAL THOUGHT

    What has been shown time after time, is a campaign-led activity into social media doesnt 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

    http://twitter.com/marektinghttp://twitter.com/marektinghttp://throughthetrees.tumblr.comhttp://throughthetrees.tumblr.com