5 steps to a social media marketing campaign

This is for a presentation I gave as a seminar on Thursday. We (Gary Hayes from LAMPOpens in a new tab. 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.

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 sentimentOpens in a new tab. or exposure vs reachOpens in a new tab. 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….

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

26 thoughts on “5 steps to a social media marketing campaign

  1. Thanks so much for sharing this Laurel. I can’t get enough social media insight 🙂

    I can appreciate #1 on your nutshell list.
    I’m relatively new to twitter. I started to retweet yesterday and received over 50 followers within a 24 hour period. It’s always about giving before you get with everything that you do.


  2. Hi, I am the Marketing Director at HeySpread.
    That is true, Tubemogul is a great service.

    But you should also have a look at HeySpread – http://heyspread.com. Far cheaper, with exclusive features such as YouClone (copy/paste your YouTube videos to any other platform automatically and in one shot), powerful and user-friendly interface, REST API for an easy and fast white label integration.

    1. I’m seriously getting tired of HeySpread bobbing up and inserting themsleves in the conversation everytime someone mentions TubeMogul.

      For example, how many times can you spam “Hi, you should check HeySpread to mass-distribute and track videos – http://heyspread.com – from @particles” on Twitter? Someone will report you to @Spam

      The fact TubeMogul doesn’t do that, undoubtedly means TubeMogul is a better service. Perhaps rethink your “social media” broadcast strategies and start to engage properly?

  3. Dear Laurel,

    I definitely understand your opinion.

    Nevertheless, Tubemogul has started this way of doing things.

    They commented everywhere we were shown. Just see this link on a very famous blog: http://www.techcrunch.com/2007/07/08/heyspread-centralized-multi-point-video-uploads/

    Just have a look at the last comment and the date. 2 years ago…

    So, Tubemogul developed its service on HeySpread fame. Not very fair, do you?

  4. Interesante modelo para afrontar campañas de social media marketing: "5 steps to a social media marketing campaign" – http://bit.ly/3CesSi

  5. RT @SilkCharm 5 steps to a social media marketing campaign | Laurel Papworth- Social Network Strategy http://bit.ly/1pkgIL #scrm

  6. I just checked out the heyspread website as we are looking for a delivery platform that means we don’t have to post our vids on our own platform and also on youtube. So the social marketing is working for Eric.

    Laurel, do you have sound to go with your presentation?

  7. Even though your goal with social media is to drive more traffic to your
    business, you must earn the right to promote your products and
    services by building rapport and once people perceive that you are trustworthy, they are much more likely to be interested in what you have to offer.
    It is because your content is different and they cannot get this type of valuable content on other websites.
    This caused me to investigate automated Twitter Software that
    would take care of many of my Twitter tasks. Serve your customers needs
    and show that you care about them.

  8. Its really one of the great post and good presentation which is likely to use take a profile that set a goal with social media platform to drive a more traffic for your business. Thanks for sharing with us.

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