Marketing | @SilkCharm | Laurel Papworth

8 ways to deal with negative comments in online communities

Featured, Featured Articles, Marketing, social media 115 Responses »

Apr 262011

How do you respond to a negative comment in an online community, on Facebook? Shut the Page down, ban the commenter, suck up to them? How about a bitchy tweet on Twitter? Fight with them? Ignore them? Promise to do better? Many social media guidelines have a one-size-fits-all approach when it comes to addressing negative criticism in social networks, but assessing the situation and the potential positive vs negative outcomes of responses is a skill that comes from experience. PS: Your marketing intern may not have that skill!

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Ford & Social Media – a con? Ford Australia and spam

Facebook, Marketing, Online Communities, social networks 23 Responses »

Jun 022010

It’s a mistake when companies use social media to gain email addresses to do spam email marketing campaigns. No really, it is. Business realities? Don’t kid yourself…. A while ago, I joined a Ford Facebook campaign. You entered your name and contact details on Facebook to become a social media reviewer – get the car for the summer, write reviews on it etc. I entered the competition, I tweeted about my old Toyota Feroza breaking down (as a “hint hint”) and never heard another word back. Nothing, nada I don’t even know who won or why. Not a sausage back. Continue Reading…

Social media 40% of Jetstar's marketing budget

Marketing, Media, Online Communities, social media, Social Media Australia, social networks 13 Responses »

Mar 272010

Just a quick one, posting up of a press release, really. But important news – not the first time we’ve seen this but it’s been ages since say, the Pepsi announcement. Hat tip @inspiredadvntrs InspiredAdventures who kindly gave me the heads up : Jetstar has announced it will direct 40% of its marketing budget to social media. “We’ve conducted some very successful marketing and PR campaigns via social media in the past 18 months, including YouTube and Twitter, and the response has been phenomenal,” said David May, Jetstar’s head of marketing. May explained the increased costs of traditional media when compared Continue Reading…

iPad scam on Facebook

Facebook, Marketing, Online Communities, social media, social networks 17 Responses »

Feb 152010

Where ever people congregate together, yes even in social networks and online communities, there will be scammers and unethical marketers. Here’s one – join the Facebook Fanpage and be given an iPad to test. I guess there are a number of differences today. One is that when we are fools, taken in by the scam, a journogger (journalist that raids social media for linkbait stories) or some other party could go through the 335,000 fans and name and shame anyone he or she recognises – social media experts, politicians, other journalists. We no longer learn our lesson in private but Continue Reading…

MarCom Professional – too high barrier to entry

Marketing, Online Communities, social media, social networks 12 Responses »

Dec 192009

I tried to join Marcom Professional community but – and there was no warning, it was after I filled in the form – they require an email address of someone I know on the site. Well I know a bunch of people on there, and tried about EIGHT email addresses, but none of them worked. So sorry, Brian, Trevor, Walter et al. you get to remain a boys club. The About page is really poor as well – in the section that should be the personality or voice of the site is: MarCom Professional is designed and hosted by a Continue Reading…

Australia: Industry Head, Social Media

Featured, Marketing, Online Communities, social media, Social Media Australia, social networks 15 Responses »

Dec 172009

Marketing Magazine name Industry Head of Social Media for Australia. What is an Industry? What is an Influencer? What commodity does social media create, to make an industry? Kate Kendall (@KateKendall) from Marketing Magazine approached me a little while ago to write a piece on the “state of the social media industry”. I hunkered down and tried to figure out what I’ve seen change since returning to Australia in 2005 and it’s now been published in the 2010 Media Survival Guide. The Media Survival Guide has a bunch of sections with pieces from Industry Head, a panel, case study, future Continue Reading…

Customer Advertising: Shop, Buy, Publish – Blippy vs Facebook

Marketing, revenue 3 Responses »

Dec 172009

I always thought Beacon would work, it was just a bit too soon for some of the older bloggers, who kicked up a stink that Beacon couldn’t be turned off and the default option was “on”. Facebook, for a long time, didn’t remove it completely, they reset the default to private. Anyway, what was Beacon? Well, it put in your newsfeed when you bought something at eBay or Amazon or whatever. Superb if you did a great deal on a Louis Vuitton classic handbag on eBay, less good if you are buying “Herpes and You” on Amazon or porn at Continue Reading…

5 steps to a social media marketing campaign

Event, Featured, Marketing, Online Communities, social media, social networks 20 Responses »

Jul 042009

How to build a social media marketing campaign in 5 steps – one day handson course, this is the prelim 30 min powerpoint presentation and diagram.

Social Network Marketing Campaigns: Features Attributes

Featured, Marketing, Online Communities, social media, social networks 25 Responses »

Jun 112009

What are the attributes of social media marketing campaigns, run within a community?

Social Marketing vs Traditional Marketing Mix

blogs, Featured, Marketing, Online Communities, social media, Social Media Australia, social networks 27 Responses »

Mar 072009

In Australia, which is best – traditional agencies doing social vs social media consultancies? What is the marketing mix – online, offline, direct, TV, social – that is optimum for brands? Note for overseas readers: Tony Thomas runs a small agency The Population specializing in social media marketing). I saw Tony Thomas’ letter in B&T while moseying around a Bondi Newsagency. He reprinted it on his blog: “Social media will replace all other forms of media within the next 5 years by making them appear irrelevant to today’s changing media consumer.” I have one word in response to this statement: Continue Reading…

Australia: AdAge Power150 Top Bloggers

blogs, Marketing, Media, Social Media Australia 19 Responses »

Feb 242009

Who are Australia’s top marketing and media bloggers? Not decided by the local BlogMafia -heh – but internationally recognised and independently evaluated? This is the list. Again. Six months on. My original blog post, exactly six months ago. Where are we up to? For Lee Hopkins, who asked today on Twitter about getting access to an updated Top Marketing and Media bloggers list for Australia. As you can see, their ranking in Australia is left column, then the blog name, their ranking in August last year, their ranking today, and for fun, their Twitter ID if I have it handy. Continue Reading…

Favourite Australian social media campaigns

Education, Featured, government, Marketing, social media, Social Media Australia 25 Responses »

Jan 232009

Best social media campaigns, well, my favourite case studies anyway. Michael Watkins over at Mudo Media isn’t impressed. He thinks -via Digital Ministry – that social media strategists are all talk and no media. Is he right? Probably. But irrespective of whether anyone is actually hiring consultants, employing traditional agencies or just dumping it on the junior Gen Y to get it all happening, it is happening in Australia. My fave ones so far: GOVERNMENT SOCIAL MEDIA: Future of Melbourne is excellent. Engagement is not using YouTube as a broadcast medium (shove up a video of Ruddles and ignore it) Continue Reading…

No Comments? No Engagement

Featured, Marketing, social media, social networks 100 Responses »

Jan 182009

I’ve been meaning to write this post forever. It really annoys me when people turn off comments, still call it a blog (not ‘a website with an easy to update article engine‘) and then waffle on about “engagement”. Take Seth Godin for example: Why I don’t have comments Judging from the response to my last post, some of my readers are itching to find a comment field on my posts from now on. I can’t do that for you, alas, and I thought I’d tell you why. I think comments are terrific, and they are the key attraction for some Continue Reading…

Australia: Social Media Marketing Campaign

Event, Featured, Marketing, Online Communities, social media, social networks 7 Responses »

Nov 082008

Here’s the presentation I gave in Perth on Thursday, at Edge of the Web. Social Media Marketing Campaign View SlideShare presentation or Upload your own. (tags: eotw wawa) If you are too lazy – and I know my audience well – basically do this: get involved, read what’s out there, source top bloggers, forums, bulletin boards, Twitterers, Digg fanatics and Facebook discussion groups – read and understand them. create – or better yet, find – social media assets you didn’t know you already had. Powerpoint presentations from the shareholder meeting? Put ‘em up on slideshare. FAQ’s and Customer Service Tip Continue Reading…

Singapore: Web 2.0 Social Media courses

Education, Marketing, Online Communities, public relations, social media, social networks, web 2.0 13 Responses »

Oct 202008

CORRECT DATES I’m heading to Singapore this weekend, for a week. I’ll be teaching THREE seperate public courses, so if you are in Singapore – or can talk the boss into an overseas trip, heh – this is what we’ll be doing: Wednesday 29th October 2008: Education and Teachers and Online CommunitiesUnderstanding Web 2.0 and Web 3.0 for Teacher – what are the students doing online with creativity and knowledge? dangers and opportunities, resources for teachers and good sites, blogs, wikis (still taking suggestions, blog readers!) and the way forward including a teacher online community for teacher to teacher (p2p)support. Continue Reading…

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