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Integrated Social Media Campaigns Kami Watson Huyse, APR

Integrated Social Media Campaigns Kami Watson Huyse, APR. “ Integration ” by Certified Su, Flickr. The Evolution of Mass Communication. Social Media:. Powerful tools + Easy to use = Everyone can create content. Social Anthropology. Listen (Research).

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Integrated Social Media Campaigns Kami Watson Huyse, APR

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  1. Integrated Social Media Campaigns Kami Watson Huyse, APR “Integration” by Certified Su, Flickr

  2. The Evolution of Mass Communication

  3. Social Media: Powerful tools + Easy to use = Everyone can create content

  4. Social Anthropology

  5. Listen (Research) • Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. • Paid Tools: Radian 6, DIY Dashboard and others

  6. Participate (Planning) • Join • Comment • Cross link • Build relationships

  7. Contribute (Implement) • Content • Values/Culture • Experiences • Resources

  8. “This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth

  9. Off Target Target’s e-mail response: “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

  10. Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR

  11. GOAL POST

  12. People Image by Samantha Campbell, Flickr

  13. Communities • Facebook • Twitter • LinkedIn • Forums • Ning • BlogHer • Specialized

  14. Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv

  15. The Long Tail Chris Anderson, “The Long Tail”

  16. The Short Tail of Influence Hugh McLeod

  17. Finding Influentials • AllTop Blogs • Top Blog Lists • Twitterholic • Technorati Authority • aideRSS • Blogrolls • Analyzing links

  18. Objectives

  19. Strategies

  20. Common Strategies • Thought leadership • Find-ability • Exclusive Access • Provide Resources • Entertain

  21. Tactics Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

  22. The Blog

  23. Social Outreach

  24. NetSol Goals • Address and improve Network Solutions negative online reputation • Improving and building lasting relationships with the developer and design communities • Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression • Enhancing and develop the new Network Solutions brand in online communities

  25. NetSol People • Web-savvy developers and designers who serve primarily small businesses

  26. NetSol Objectives • To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008

  27. NetSol Strategies • To listen and respond to customer complaints • To reach out to critics of the company • To contribute to the community with value-added services and resources

  28. NetSol Tactics • Solutions are Power: Network Solutions official blog • Twitter: netsolcares team listens and responds to customers backed up by a customer service SWOT team. • Ideas are Power: Allow customers to submit, vote and talk about their ideas. • My Solution Spot: MySolutionSpot is a Facebook-like professional networking Web site. • Facebook • Solutions Stars Video Conference–October 29, 2008.

  29. NetSol Evaluation • Since June 2008, there has been a 10 percent drop in negative comments and posts • Since June 2008, there has been a 22 percent increase in positive mentions • 32 influential web design and social media stars participated in the professional development video • A advisory board of web designers and developers is currently being recruited

  30. Other Common Tactics • Viral video http://www.willitblend.com • Specialized communities http://www.ning.com • Advisory groups • Ratings tools • Existing communities • The tie in • The event

  31. Tie In: Mentos and Diet Coke http://www.eepybird.com/dcm1.html Photos by Robert Price and Gizmodo

  32. The Results “ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty-four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird

  33. Tactical Ethics • Astroturfing • Misrepresentation • Intellectual Property

  34. The Post-It Note Prank

  35. The 3M Copycat http://www.youtube.com/watch?v=UNkdbh_uiRU Photos by Scott Abelman

  36. It Might Be Legal, But… “Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing.” – Scott Abelman All About Content: 3M Carjacks The Post-it Note JaguarPopular PhotographyThe ConsumeristMicroExplosion MediaAdRantsThe Worst SEO Blog EverCan someone please explain...?Autoblog (again)A Photo EditorWhat's Next BlogAper(cul)tureAutoENews UKDorkaliciou5Ogilvy PRmolt:n coreSocial Media RevolutionThe New Marketing Wheels WeeklyWOMMAWebInkNow About MicheElkit in WonderlandBoboroshiTweedlerTiheaThe Daily DripEszter'sTony RochaPost-it Notes Rock BlogDavid ThompsonThe Finer ThingsVaultThe Cash BoxInspire:Unexpectedly Bart!:FlickrCentralFlickr Top-V Admin's BlogFlickr Blog Between 0 and 1 VG (Norway)Noticias Automotivas (Brasil)Pocacola (Italy)Hans-Wurst (Germany)binte (Germany)Deu Vos Guard (Spain)Outono (Spain)La Gatera Digital (Spain)Think Wasabi (Spain)Caradisiac (France)Le Blog Auto (France)Gigazine (Japan)秋元(Japan)Metrashka (Singapore)SPBCar (Russia)Kadriks (Sweden)Londonist (England)Veloce Automotive News (England) Info Overload (Scotland)Damien Mulley (Ireland)A Welsh View (Wales)TBIT (Canada)AJQKW (Chinese)Autoblog (Chinese)Limk (Turkey)Jaggle (Netherlands)ExoticsOnRoad (Netherlands)VK Mag (Netherlands)Autoblog (Netherlands)Yahoo! Pick of the DayDave Barry’s BlogDigg Home PageAutoblogBoingBoingMinneapolis Star Tribune Free Thought Forum Drivers DriveGood MagazineEBaumsWorld Eponymous NeatORamaDaily BuzzerUneasySilenceThe BlogDark Roasted BlendDream ChaserThe Car ShowroomBeyond CarsGangstas & HugsSkoopyClipmarksStumbleUponPublic ForumMy Single Mom Life Euro RSCG 4D Her MediaConversation Agent (a good read!)and more...

  37. The Event

  38. Objectives • Launch of roller coaster/water ride, Journey to Atlantis • Build relationships with the online coaster community • Build awareness for the early opening of Journey to Atlantis • Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

  39. JTA Strategies • Provide information • Make assests available to coaster enthusiasts • Build long-term relationships with coaster enthusiast influentials

  40. JTA Tactics • Launch a purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride

  41. Triad of Measurement (Evaluation)

  42. JTA Results: Interest • The Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date. • Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

  43. JTA Results: Attitudes • The coverage was largely positive in tone, with some expected negativity about ride intensity • The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos • ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 • Robert Niles, Theme Park Insider

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