Brands should have made a commitment to social media communities before they execute campaigns within the space.

1. SOCIAL MEDIA MARKETING
Creating communities through
commitment and campaigns

2. 1.
CREATING AN ENGAGED
COMMUNITY

3. 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

4. 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

5. 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.

6. 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.

7. 1.
CREATING AN ENGAGED
COMMUNITY
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page

8. 1.
CREATING AN ENGAGED
COMMUNITY
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page
• Ongoing engagement relevant to
the wider consumer group (i.e. all
segments)

9. 1.
CREATING AN ENGAGED
COMMUNITY
Some live Australian examples:
Telstra Bigpond Twitter: 2,000 followers
http://twitter.com/bigpondteam
Supre Facebook: 64,000 members
http://www.facebook.com/supre

10. 2.
CREATING SOCIAL
CAMPAIGNS

11. 2.
CREATING SOCIAL
CAMPAIGNS
• Once you have an engaged community,
you can inject more energy & create more
momentum with campaign based
activities.

12. 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.

13. 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.

14. 2.
CREATING SOCIAL
CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page

15. 2.
CREATING SOCIAL
CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page
Social
Community
with Brand
Campaign
Manager
Agency
Product APP launch
relevant to segments
1 & 2.

16. 2.
CREATING SOCIAL
CAMPAIGNS
T.A SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page
Social • The Agency has the creative
skills while the Community
Community
with Brand
Campaign
Manager
Agency
Manager has the in-depth
Product APP launch knowledge of the audience.
relevant to segments
1 & 2. • Working together will
ensure the campaign will be
relevant, interesting and
successful.

17. 3.
EVOLVING COMMUNITY
COMMITMENT

18. 3.
EVOLVING COMMUNITY
COMMITMENT
• Some campaigns will reach their
objectives and then no longer be relevant.

19. 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.

20. 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.

21. 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
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page

22. 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
Community
Committed Ongoing Engagement
Manager
Brand
eg: Creating, Monitoring & Managing a Facebook Fan Page
Social Campaign integration
Product APP launch relevant to segments 1 & 2.

23. 3.
EVOLVING COMMUNITY
COMMITMENT
A Great Live Example:
Lynx Effect
http://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

24. A
FINAL
THOUGHT

25. A
FINAL
THOUGHT
What has been shown time after time, is a
campaign-led activity into social media doesn’t
work or last.

26. A
FINAL
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.

27. THINK STRATEGY,
NOT JUST TACTICS.
Thoughts by Marek Wolski.
Twitter:
@Marekting
Blog:
The Forest Through The Trees
throughthetrees.tumblr.com