5 steps to a social media marketing campaign

 Event, Featured, Marketing, Online Communities, social media, social networks  20 Responses »
Jul 042009
 

This is for a presentation I gave as a seminar on Thursday. We (Gary Hayes from LAMP and I) structured Thursday for speakers to 50 people on their social media marketing campaigns. On Friday, I ran a one-day hands-on computer course on how to do a social media marketing campaign. Both days were run through the Australian Film Television and Radio School (AFTRS) LAMP program.

Social Media Marketing Campaign View more documents from Laurel Papworth.

I started with explaining the structure of connecting to social networks and then pointed out that campaigns are just one – but crucial – feature of engaging with online communities. Both my 30 min talk and the one-day workshop are based on this cycle in a campaign: 

Diagram Social Media Marketing Campaign

Diagram Social Media Marketing Campaign

Nutshell time: 

  1. More than listen/stalking, really understand what the community are doing. Rituals like RT (retweet) on Twitter. Or HT (hat tip) on blogs. 
  2. Create some content – depth of content I mean – so that when people look at your Twitter profile, then can see a connection to your blog or LinkedIn or Facebook or whatever pages. You exist elsewhere and have a voice/personality
  3. Discuss what they are discussing. Give some help, be useful, answer – non campaign! – questions, 
  4. Respectfully promote your own stuff. Competitions, activities. Most companies jump in HERE. Then have to go back and build the relationship and trust through points 1 -3 . Don’t be that person! 
  5. Measure, measure, measure. KPIs against actuals. Sure number of followers of your Twitter account is important but what about sentiment or exposure vs reach on Twitter? 

You get the idea… 

SilkCharm proving the mouse is mightier than the... chalk?

SilkCharm proving the mouse is mightier than the... powerpoint?

The workshop yesterday was fun – for me anyway. I split the class into 3 and gave them a 1 million dollar campaign each, to pitch. Then we worked through what we could do as a purely social media campaign. Just a game really, but a great way to get online, find communities, do some blogging, tagging, measuring and so on. Not a lot you can do in one day but when I read out the winner (it was a real competition run a while ago by AdAge) the class were impressed with what they came up with in comparison. 

By the way, my powerpoint above is currently a presentation of the day at Slideshare hence the few hundred views since yesterday. If you hate powerpoint presentations you’ll probably love this video – it’s hilarious.

Microsoft PowerPoint: How To Improve Your PowerPoint Presentations

Hi, My Name’s Laurel and I’m a PowerPoint Addict. Signing Off….

How To: TV Film Social Media campaigns

 Featured, howto, Online Communities, social media, Social Media Australia, social networks, TV  12 Responses »
Oct 262008
 

Social Media Entertainment campaigns for TV and film. Click for bigger. Australia TV and Film industry is heating up – Gary presented this at SPAA Fringe, and I’m on the panel in Gold Coast next month. This is pretty well the format to how I teach my How To Do A Social Media Campaign workshops – not the little 1 hour or 3 hour things, the proper ones. Heh. It’s evolved over the years, and layered a whole bunch of different aspects in. For example when to use content networks and when to use distribution networks – some of the Continue Reading…

AFTRS Virtual World courses

 Education, Online Communities, Social Media Australia, social networks, virtual world  No Responses »
Sep 162008
 

The Australian Film Television and Radio School is having an open day this Saturday. I’ve been roped in to play World of Warcraft -oh the hardship!, oh the drudgery! – so if you come along, look for a Fire Mage throwing Arcane Missiles at murlocs. And running screaming from dragons The Future is Now!Two brand new world first courses that explore the link between games, virtual worlds and cinematic storytelling. Graduate Diploma Games DesignGraduate Diploma Virtual Worlds Offered by the Australian Film Television and Radio School – Australia’s national screen arts and broadcast school.Applications close Nov 7 See, all those Continue Reading…

Public Speaking and conferences

 Course, Event, Social Media Australia, web 2.0  11 Responses »
Jun 112008
 

I speak at a few conferences. I don’t consider myself a professional public speaker – no more than I am a professional blogger, it’s an aside from my main business – but I like public speaking. It gives me an audience for high level views of my ideas, forces me capture the essence of my thoughts in 40 minutes which in turn helps me to develop the concepts into 1/2 day, 1 day or 3 day workshops. I meet people who love what I talk about and I get free coffee and bikkies. Sometimes a rather average glass of white Continue Reading…

Australia: Social Media Masterclasses: Melbourne Sydney

 Course, Education, Event, social media, Social Media Australia, social networks  1 Response »
May 122008
 

I have a lot of fun facilitating these workshops with the awesomely creative team from Australian Film Television and Radio School, Laboratory for Advanced Media something. (AFTRS LAMP is easier to say): Masterclasses in Social Media and Online Communities Sydney, June 19 Melbourne, July 4 Generating Online Buzz for Creative Projects Cut through the jargon and find out the true potential of Web 2.0 to initiate conversations with global audiences Read more > Sydney, June 20 Melbourne, July 5 Building Social Networks and Growing Communities Find out how to community maintain user engagement and ensure your online audience comes back Continue Reading…