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Introduction to Social Media
Assoc. Prof. Axel Bruns
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology, Brisbane, Australia

a.bruns@qut.edu.au – @snurb_dot_info
http://mappingonlinepublics.net/




                                                                  http://mappingonlinepublics.net/
SOCIAL MEDIA CAMPAIGNS:
TWITTER

                      http://mappingonlinepublics.net/
Campaigning on Twitter
1. Message control – the #qantasluxury debacle:




                                                  http://mappingonlinepublics.net/
#qantasluxury




                http://mappingonlinepublics.net/
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 process
       o Non-public, non-transparent selection of winners
       o Publication of winning entries selective and under corporate control
        Corporate message control remains possible
   o Twitter hashtags and @replies:
       o Public submissions, visible and searchable
       o Potential for follow-on conversations amongst users
       o 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 medium
   o Fundamental misreading of public mood around the company


                                                               http://mappingonlinepublics.net/
Campaigning on Twitter
2. 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)




                                                                                                        http://mappingonlinepublics.net/
What Happened There?
o Spot the difference:
    o #MeetTheFarmers:
        o Well-intentioned, addressing a sympathetic group
        o Limited room for user hijacking
        o No runaway success, but message remains manageable
    o #McDstories:
        o Much broader ambit, ambiguous intentions
        o Wide open for user hijacking – sounds like invitation to users to share
        o 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 whole
        o Towards the company and its products/services
        o 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 back
        o 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 Majors
o Campaigning for SMEs:
   o   Plan for the long haul, not quick wins
   o   Build up a solid base of loyal followers
   o   Make friends, be honest, show personality
   o   Give and take: help others so they help you
   o   Play the underdog for as long as possible
   o   Explain your activities openly and transparently


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


                                                                   http://mappingonlinepublics.net/
FACEBOOK AND LINKEDIN
CAMPAIGNS

                        http://mappingonlinepublics.net/
Facebook and LinkedIn
     Campaigns
         30.01.2013
      Linda 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 CAT
Pinacoteca do Estado de São Paulo - Brazil
A ROBOT CAT
                    “For the Curious”



•   1 week – 10.000 participants

•   3 mins – virtual tour – live
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
                     Passat - Holland

• “As full of yourself as
   the Passat?”
• Challenge a friend
• Features
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
SCENARIO WORKSHOP


                    http://mappingonlinepublics.net/
Running a Campaign
o 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?




                                                            http://mappingonlinepublics.net/
FURTHER OUTLOOK


                  http://mappingonlinepublics.net/
Followers as Promoters
     o #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 Videos
o Dumb Ways to Die:




   (Guess what this campaign is about?)
                                          http://mappingonlinepublics.net/
Exclusive Spaces = Loyal Fans?
o Grey Poupon‟s “Society of Good Taste”:




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



                                                                            http://mappingonlinepublics.net/
The Big League
o KLM‟s Schiphol Campaign:




                             http://mappingonlinepublics.net/
THE END. THANK YOU!


                      http://mappingonlinepublics.net/

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Introduction to Social Media (Week 3)

  • 1. Introduction to Social Media Assoc. Prof. Axel Bruns ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology, Brisbane, Australia a.bruns@qut.edu.au – @snurb_dot_info http://mappingonlinepublics.net/ http://mappingonlinepublics.net/
  • 2. SOCIAL MEDIA CAMPAIGNS: TWITTER http://mappingonlinepublics.net/
  • 3. Campaigning on Twitter 1. Message control – the #qantasluxury debacle: http://mappingonlinepublics.net/
  • 4. #qantasluxury http://mappingonlinepublics.net/
  • 5. 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 process o Non-public, non-transparent selection of winners o Publication of winning entries selective and under corporate control  Corporate message control remains possible o Twitter hashtags and @replies: o Public submissions, visible and searchable o Potential for follow-on conversations amongst users o 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 medium o Fundamental misreading of public mood around the company http://mappingonlinepublics.net/
  • 6. Campaigning on Twitter 2. 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) http://mappingonlinepublics.net/
  • 7. What Happened There? o Spot the difference: o #MeetTheFarmers: o Well-intentioned, addressing a sympathetic group o Limited room for user hijacking o No runaway success, but message remains manageable o #McDstories: o Much broader ambit, ambiguous intentions o Wide open for user hijacking – sounds like invitation to users to share o Runaway message, no longer manageable  Need to think like social media users, not like marketers http://mappingonlinepublics.net/
  • 8. Considerations in Campaigning o Key questions: o What‟s the current mood on Twitter? o Towards the industry sector as a whole o Towards the company and its products/services o 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 back o 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/
  • 9. Beyond the Majors o Campaigning for SMEs: o Plan for the long haul, not quick wins o Build up a solid base of loyal followers o Make friends, be honest, show personality o Give and take: help others so they help you o Play the underdog for as long as possible o Explain your activities openly and transparently o Then: o Build individual promotions and campaigns on that basis o Determine your most influential followers o Target others who have clout in your field o Push only messages which are defensible in the long term o Respond to comments and questions – positive and negative o Acknowledge help and show gratitude for support http://mappingonlinepublics.net/
  • 10. FACEBOOK AND LINKEDIN CAMPAIGNS http://mappingonlinepublics.net/
  • 11. Facebook and LinkedIn Campaigns 30.01.2013 Linda Elen Olsen
  • 12. THE POWER OF SOCIAL MEDIA?
  • 13. SUCCESSFUL CAMPAIGNS • Attention • Spreadable • Interactive • Collaborative • Fun!
  • 14. 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
  • 16. 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
  • 17. A ROBOT CAT Pinacoteca do Estado de São Paulo - Brazil
  • 18. A ROBOT CAT “For the Curious” • 1 week – 10.000 participants • 3 mins – virtual tour – live
  • 19. What would you do for a FREE Whopper?
  • 20. WHOPPER SACRIFICE • 37 cents for a friend? • 234,000 friends sacrificed • 23,000 coupons • 1 week
  • 22. WHOPPER SACRIFICE • Attention • Spreadable • Engaging • Fun and humorous • Exclusive • Online/offline • Misunderstandings?
  • 23. SIMPLE STRATEGIES • Simple message • Exclusive offers • Easy to spread • Encourage participation
  • 24. SIMPLE STRATEGIES • 10% discount • 1,767 e-mail contacts • Product photos and behind the scene look
  • 25. SIMPLE STRATEGIES • 200% increase in likes • $10.000 profit
  • 26. VOLKSWAGEN LINKEDOUT Passat - Holland • “As full of yourself as the Passat?” • Challenge a friend • Features
  • 27. LINKEDIN CAMPAIGNING • Help spread content • Link to home page, videos, Facebook page • Reach hubs / decision makers • Get feedback / help
  • 29. PITFALLS • Analyze your market • Be consistent • Know the rules! • Overposting
  • 30. SCENARIO WORKSHOP http://mappingonlinepublics.net/
  • 31. Running a Campaign o 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? http://mappingonlinepublics.net/
  • 32. FURTHER OUTLOOK http://mappingonlinepublics.net/
  • 33. Followers as Promoters o #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/
  • 34. Viral Videos o Dumb Ways to Die: (Guess what this campaign is about?) http://mappingonlinepublics.net/
  • 35. Exclusive Spaces = Loyal Fans? o Grey Poupon‟s “Society of Good Taste”: (http://mashable.com/2012/09/13/grey-poupon-facebook-marketing-campaign/) http://mappingonlinepublics.net/
  • 36. The Big League o KLM‟s Schiphol Campaign: http://mappingonlinepublics.net/
  • 37. THE END. THANK YOU! http://mappingonlinepublics.net/

Editor's Notes

  1. Attention – extra attention and buzz around your company/product/campaignSpreadable – easy to share – keep it simple and remixInteractive – let people engage with your company/product – and make sure you’re there when they do!Collaboration – members of a community can help you, help you, give you feedback as you goMake it fun – think about adding gaming elements
  2. Reach people that have clicked like on your page – so they’re actually interested in your content!Watch the statistics, all the time!
  3. Now - over 45.000 likesInnovative – simple – effective – spreadable – interactive – fun/playful
  4. October 201190 people a day, 3 hours a day for a week
  5. 2011Packed full of standard features just like LinkedIn!
  6. 2012 – post one-word additions to a previous poster’s commentsOver 700 responses in a day
  7. Are they on SNSs and which?Same message adapted to different platforms, update similarly, engage equallyRules on Facebook! Know them and the consewuences!Post regularly, but don’t spam! Not too much text!