Introduction to Social Media (Week 3)

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Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australia

[email protected] – @snurb_dot_infohttp://mappingonlinepublics.net/

http://mappingonlinepublics.net/

SOCIAL MEDIA CAMPAIGNS: TWITTER

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Campaigning on Twitter1. Message control – the #qantasluxury debacle:

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#qantasluxury

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What’s Wrong Here?o “Send us your answers and we’ll draw a prize…”

o Postcards / phone / SMS / email:o Non-public response submission processo Non-public, non-transparent selection of winnerso Publication of winning entries selective and under corporate control Corporate message control remains possible

o Twitter hashtags and @replies:o Public submissions, visible and searchableo Potential for follow-on conversations amongst userso Public can track submissions and choose their own winners No corporate message control possible

o Crucial errors:o Translating one-to-one models to many-to-many mediumo Fundamental misreading of public mood around the company

http://mappingonlinepublics.net/

Campaigning on Twitter2. Nuances matter – #McDstories:

o Initial McDonald’s advertising campaign under the #MeetTheFarmers hashtag

o Change of the hashtag to #McDstories:

(from http://socialmediatoday.com/david-amerland/434385/abject-lessons-learnt-mcdonald-s-social-media-disaster)

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What Happened There?o Spot the difference:

o #MeetTheFarmers:o Well-intentioned, addressing a sympathetic groupo Limited room for user hijackingo No runaway success, but message remains manageable

o #McDstories:o Much broader ambit, ambiguous intentionso Wide open for user hijacking – sounds like invitation to users to

shareo Runaway message, no longer manageable

Need to think like social media users, not like marketers

http://mappingonlinepublics.net/

Considerations in Campaigning

o Key questions:o What’s the current mood on Twitter?

o Towards the industry sector as a wholeo Towards the company and its products/serviceso Towards the focus of the campaign

o What’s the language we’re using?o Twitter is not an advertising medium – use natural language!o Avoid weasel words – Twitter uses can talk backo Beware ambiguity and hijacking of phrases

o How are we doing this?o What forms of user engagement do/don’t we want?o How do we acknowledge and reward positive engagement?o What’s in it for ‘our’ users? Why would they want to do it?

o How do we monitor / engage / respond?

http://mappingonlinepublics.net/

Beyond the Majorso Campaigning for SMEs:

o Plan for the long haul, not quick winso Build up a solid base of loyal followerso Make friends, be honest, show personalityo Give and take: help others so they help youo Play the underdog for as long as possibleo Explain your activities openly and transparently

o Then:o Build individual promotions and campaigns on that basiso Determine your most influential followerso Target others who have clout in your fieldo Push only messages which are defensible in the long termo Respond to comments and questions – positive and negativeo Acknowledge help and show gratitude for support

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FACEBOOK AND LINKEDIN CAMPAIGNS

Facebook and LinkedIn Campaigns

30.01.2013Linda Elen Olsen

THE POWER OF SOCIAL MEDIA?

SUCCESSFUL CAMPAIGNS

• Attention• Spreadable• Interactive• Collaborative• Fun!

FACEBOOK PAGES• Availability• Informal two-way communication• Exclusive content• Actively taking part in your campaign • Applications, videos, contests etc. easily spread through page and other social media

ÖBERMUTTEN, SWITZERLAND

ÖBERMUTTEN, SWITZERLAND

• 4 weeks - 12.000 likes - 32 countries - worldwide

• Most active Facebook page in Switzerland• 250 % increase in traffic on their website• Still going…• Bridging offline/online

A ROBOT CATPinacoteca do Estado de São Paulo - Brazil

A ROBOT CAT

•1 week – 10.000 participants•3 mins – virtual tour – live

“For the Curious”

What would you do for a FREE Whopper?

WHOPPER SACRIFICE

• 37 cents for a friend?• 234,000 friends

sacrificed• 23,000 coupons• 1 week

WHOPPER SACRIFICE

WHOPPER SACRIFICE• Attention• Spreadable• Engaging• Fun and humorous• Exclusive• Online/offline• Misunderstandings?

SIMPLE STRATEGIES

• Simple message• Exclusive offers• Easy to spread• Encourage participation

SIMPLE STRATEGIES

• 10% discount• 1,767 e-mail

contacts• Product photos and

behind the scene look

SIMPLE STRATEGIES

• 200% increase in likes

• $10.000 profit

VOLKSWAGEN LINKEDOUT

• “As full of yourself as the Passat?”

• Challenge a friend• Features

Passat - Holland

LINKEDIN CAMPAIGNING

• Help spread content• Link to home page, videos, Facebook page• Reach hubs / decision makers• Get feedback / help

SOCIAL EXPERIMENT GONE WRONG

PITFALLS

• Analyze your market

• Be consistent• Know the rules!• Overposting

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SCENARIO WORKSHOP

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Running a Campaigno Scenario:

o You run Bikebrain – a medium-sized suburban Brisbane bicycle shop which also ships interstate. You have a Facebook page (250 likes) and a Twitter account (350 followers).

You’ve just picked up Australian distribution for a brand-new product: NeverFlat, a locally-made guaranteed hole-proof tyre. You want to promote the product and boost your mail-order business.

What’s your social media campaigning strategy?

o Hint: Can you go viral? Can you get celebrities to endorse you?

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FURTHER OUTLOOK

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Followers as Promoterso #BullyMovie:

o Documentary about bullying, R-rated by MPAA (not available to intended viewer base)

o Studio plans one-day Twitter campaign to raise awareness

o 17-year-old bullying victim Katy Butler promotes movie campaign through petition site Change.org, gains 500k supporters

o Support for Twitter campaign from major celebrities and organisations

o Post-campaign revision of MPAA rating to PG-13

(http://mashable.com/2012/04/11/bully-twitter-campaign/)

http://mappingonlinepublics.net/

Viral Videoso Dumb Ways to Die:

(Guess what this campaign is about?)

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Exclusive Spaces = Loyal Fans?

o Grey Poupon’s “Society of Good Taste”:

(http://mashable.com/2012/09/13/grey-poupon-facebook-marketing-campaign/)

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The Big Leagueo KLM’s Schiphol Campaign:

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THE END. THANK YOU!