THE SOCIAL MEDIA CAMPAIGN: CONNECTING & CONVERSING WITH YOUR AUDIENCE COMMUNITY
Social media has exploded over the last 3 years, the scale of this phenomenon means no one can ignore it anymore. For example mid 2008 there were over 113 million blogs, 200 million active Facebook users & over 1.1 billion twitter messages. Today over 346 million read blogs and another 130 million watch YouTube videos, daily. But it is the time spent using social media that tell a more significant story. Facebook users logged 13.9 billion minutes on their site in April 09, MySpace 5 billion minutes and the new kid in town, Twitter logged 300 million minutes. According to a Nielsen study, total minutes spent on social networking sites has increased 83 percent year-over-year. Learn how to connect and be involved in this social revolution.
A two part event:
- The three hour seminar will introduce you to the most successful online marketing case studies, promoting content, brands and events online and will demonstrate a range of community building techniques
- The one day workshop will be intimate hands-on training in how to use a variety online social tools to connect to and grow audiences around ‘your’ niche areas, whether production, event, brand or service
Both days are suitable for creatives wanting to generate interest in their work, marketing departments needing to understand this new environment and any one wanting to understand, promote themselves and grow online communities
Aimed at anyone who wants to promote themselves, their product or creation into communities. This seminar led by Laurel Papworth looks at the latest techniques of marketing yourself online through engaging with online events, social networks and DIY social media and the workshop will examine case studies of successful producers and creators doing it for themselves.
- Martin Walsh – Head of Digital Marketing Microsoft & Independent Film Actor & Producer “Long Tan” + ARGs (42 entertainment)
- Danielle Warby – Online Marketing Coordinator the University of Sydney
- Geoffrey Emerson – MD of The Prosperity Principal – Sydney Experiential, Digital, Social Media, Design and Video production
- Laurel Papworth – Australia’s leading Social Network Strategist and communities manager
- (intro) Gary Hayes – Director LAMP and CCO MUVEDesign
A workshop looking at how to understand the new audiences, build traffic and loyalty that goes way beyond creating a Facebook group or uploading a trailer onto YouTube but looks at a multitude of techniques of engaging through online events, real time conversation, socializing content and personal or corporate brand building. Some of the key aspects of the Social Media Campaign to be explored are described by Laurel below from her blog
- Get involved, read what’s out there, source top bloggers, forums, bulletin boards, Twitterers, Digg fanatics and Facebook discussion groups – read and understand them.
- Create – or better yet, find – social media assets you didn’t know you already had. Powerpoint presentations from the shareholder meeting? Put ‘em up on slideshare. FAQ’s and Customer Service Tip sheets? Put them in a wiki or a blog post. That sort of thing. Don’t waste money on made-for-web ‘viral’ crap. It’s useful, not buzzy stuff that social media wants.
- Discuss – any campaign you create that is not discussed in social networks, doesn’t exist.Make sure the tools for discussion exist, don’t lock it down with pre-moderation and pdfs.
- Promote – use distribution, not content networks for promotion. That would be Facebook, Digg and the like (you can’t blog on those sites, they are not for Citizen Journalist, but for Citizen Editor). Better still, offer widgets for customer to customer promotion.
- Measure, analyse, get your metrics. Which ones are meaningful? A top blogger blogging or a Facebook group discussing? Hits to your web page or increase in Technorati keywords?
By the end of this workshop participants will have had the opportunity to learn about:
The online ecology of social networks
Techniques to distribute your content as widely as possible to a global audience
Planning and staging a campaign which has maximum impact and reach
Building loyalty and community with an online audience
About Laurel Papworth
Led by Laurel Papworth who is a Power150 media blogger (global – AdNews) and in the top 3 media bloggers for Australia (B&T). She has been teaching for 20 years, mostly in the area of online communities and virtual communications. Laurel is the senior social media strategist in Australia, consulting to companies, not for profits and government departments in Australia, Asia and Middle East including:
- Middle East Broadcasting (Dubai/Saudi Arabia) – Channel MBC4
- Telecom New Zealand
- Fairfax: RSVP Dating Community
- Sony Corporation
- Universal McCann Erickson WorldWide
- CHANNEL TEN: including Australian Idol community
- Sulake: Makers of Habbo
- Macquarie Leisure
- Macquarie Media
- New Holland Publishing
- Australasian, Performing Right Association (APRA)
- MySongcast.com unsigned bands community
- Australian Businesswomens’ Network
- Pink Sofa online community
- ABC Australia
- National Archives of Australia (gov)
- Department of State and Regional Development (gov)
- Department of Primary Industry (gov)
- Australian Film Television and Radio School (edu)
- University of Sydney (edu, public)
- University of Western Sydney (edu, Masters program).