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Social Media Marketing Campaign

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Laurel Papworth
Laurel Papworth

The document outlines steps for developing a successful social media campaign, including getting involved in social networks, creating guidelines and assets, developing engaging content, distributing and promoting content, and measuring results. It also provides examples of how companies like Salesforce, Amazon, and eBay benefit from social media and APIs. The overall document provides strategic recommendations for planning and executing a social media campaign.

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Social Media Campaign Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 1
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 2
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 3
Social Media Campaign Involve live the social web, understand it, this cannot be faked! © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 4
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 5
Social Media Campaign Internal: SM Guidelines Standards of Integrity Be yourself Personal responsibility Respect your colleagues and audience Confidential information Be accurate Personal information Converse and give feedback Copyright and trademarks Priority of regular work Conflicts of interest commitments Know your limits Media training © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 6
Industry Tracking Saturday, 8 November 2008 7
RSS of industry related news Saturday, 8 November 2008 8
Social Bookmarks Saturday, 8 November 2008 9
Saturday, 8 November 2008 10
tracking comments Saturday, 8 November 2008 11
Social Media Campaign Create Prepare your Social Media Assets © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 12
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 13
Content Depth of content Created in Isolation One-to-many Saturday, 8 November 2008 14
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 15
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 16
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 17
Social Media Campaign Discuss No conversation around your campaign? Then it may as well not exist © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 18
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 19
Distribution Discover friends, links Not long conversations Not depth of content Saturday, 8 November 2008 20
Filter Link, not host of content Citizen Editor Secondary Content producer Saturday, 8 November 2008 21
Consumer Complaints Saturday, 8 November 2008 22
Consumer Complaints Saturday, 8 November 2008 22
Social Media Campaign Promote actively, respectfully, promote the content into the networks © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 23
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 24
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 25
Widgets Citizen Advertiser Promotes Ripple Effect Live updates of campaign Widgets/RSS for Citizen ‘Free’ A Saturday, 8 November 2008 26
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 27
Social Media Campaign API (Sales) Salesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com traffic comes from their API. Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million. eBay: 25,000 developers with 1,900 certified applications. 8 billion API requests, transactions up 84 % annually. © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 28
Social Media Campaign Laurel Papworth - Social Network Strategist +61 (0) 432 684992 VIDEO OF ROCKETON Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 29
Social Media Campaign DAVID ARMANO © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 30
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 31
Social Media Campaign Measure monitor, iteratively develop & respond or be damned! © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 32
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 33
Technorati Charts Social Media News Saturday, 8 November 2008 34
Technorati Charts Social Media News Saturday, 8 November 2008 34
Blogpulse: Trending Keywords Saturday, 8 November 2008 35
Trends Saturday, 8 November 2008 36
Trends Saturday, 8 November 2008 36
Newsletter and RSS measurements Saturday, 8 November 2008 37
Saturday, 8 November 2008 38
Saturday, 8 November 2008 38
Saturday, 8 November 2008 38
Saturday, 8 November 2008 38
Integrated Social Networks with CRM Saturday, 8 November 2008 39
Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 40

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Social Media Marketing Campaign

  • 1. Social Media Campaign Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 1
  • 2. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 2
  • 3. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 3
  • 4. Social Media Campaign Involve live the social web, understand it, this cannot be faked! © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 4
  • 5. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 5
  • 6. Social Media Campaign Internal: SM Guidelines Standards of Integrity Be yourself Personal responsibility Respect your colleagues and audience Confidential information Be accurate Personal information Converse and give feedback Copyright and trademarks Priority of regular work Conflicts of interest commitments Know your limits Media training © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 6
  • 8. RSS of industry related news Saturday, 8 November 2008 8
  • 11. tracking comments Saturday, 8 November 2008 11
  • 12. Social Media Campaign Create Prepare your Social Media Assets © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 12
  • 13. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 13
  • 14. Content Depth of content Created in Isolation One-to-many Saturday, 8 November 2008 14
  • 15. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 15
  • 16. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 16
  • 17. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 17
  • 18. Social Media Campaign Discuss No conversation around your campaign? Then it may as well not exist © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 18
  • 19. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 19
  • 20. Distribution Discover friends, links Not long conversations Not depth of content Saturday, 8 November 2008 20
  • 21. Filter Link, not host of content Citizen Editor Secondary Content producer Saturday, 8 November 2008 21
  • 24. Social Media Campaign Promote actively, respectfully, promote the content into the networks © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 23
  • 25. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 24
  • 26. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 25
  • 27. Widgets Citizen Advertiser Promotes Ripple Effect Live updates of campaign Widgets/RSS for Citizen ‘Free’ A Saturday, 8 November 2008 26
  • 28. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 27
  • 29. Social Media Campaign API (Sales) Salesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com traffic comes from their API. Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million. eBay: 25,000 developers with 1,900 certified applications. 8 billion API requests, transactions up 84 % annually. © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 28
  • 30. Social Media Campaign Laurel Papworth - Social Network Strategist +61 (0) 432 684992 VIDEO OF ROCKETON Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 29
  • 31. Social Media Campaign DAVID ARMANO © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 30
  • 32. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 31
  • 33. Social Media Campaign Measure monitor, iteratively develop & respond or be damned! © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 32
  • 34. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 33
  • 35. Technorati Charts Social Media News Saturday, 8 November 2008 34
  • 36. Technorati Charts Social Media News Saturday, 8 November 2008 34
  • 40. Newsletter and RSS measurements Saturday, 8 November 2008 37
  • 45. Integrated Social Networks with CRM Saturday, 8 November 2008 39
  • 46. Social Media Campaign © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://silkcharm.blogspot.com Web: http://laurelpapworth.com Email: lpapworth@gmail.com Saturday, 8 November 2008 40