The document provides guidelines for effective social marketing strategies. It discusses the importance of using paid, owned, and earned media together for long-term brand awareness and interest. User-generated contests can work well if the brand has mass appeal, but may fail without a large, committed fan base. Community building requires more than just announcements and contests - it works best when campaigns encourage real engagement and conversations among customers.

1. Social Marketing Ground Rules Chris Tran Digital Director New Media Edge Ho Chi Minh City // December 9, 2010

2. The Three Medias Paid, Owned and Earned

3. Long term Strategy Brand.com.vn acts as Owned Media and provides enough content to create sustained interest from consumers. Use Paid Media to drive initial interest to Brand website. Use Earned media to share their experiences and get new users over time.

4. Digital Death And three Social Marketing Basics

5. Support the fight against HIV/AIDS

6. Social Media is designed to connect

7. Production Values

8. Haiti

9. Simplicity Wins Social Media emphasizes the less is more approach. Twitter does, after all, limit people to 140 characters.

10. Decembeard

11. Digital Death Results So frustrated with the time it was taking, just $450,000 raised in six days, they convinced Brooklyn-born billionaire pharmaceutical executive Stewart Rahr to donate $500,000 so they could resume their digital habits.

12. Viral/social – The RULES First a primer

13. TV/Print are interruptive mediums

14. You are forced to watch TVCs

15. Digital is not interruptive.

16. Digital is easily ignored.

17. Must add value!

18. But How to add value?

19. Viral/social – The RULES Things the people like to share

20. Social Media Addiction?

21. Laughter

22. Inspiration

23. Cuteness

24. Originality

25. Ghosts????

26. User generated contests

27. User Generated Contests What works: Activity and participation around the brand. If users get involved, they can win. And the voting structure generates even more activity. Washburn reports that SolidWorks’ “web traffic is up by a factor of four in comparison to previous campaigns.” When this doesn’t work: Your brand doesn’t carry either the same kind of mass appeal as Doritos or the committed fandom of SolidWorks. Branding consultant Lisa Merriam wrote a case study of a failed contest campaign by a company called Levia. It tried a campaign similar to Doritos, asking consumers to submit a video about the healing power of light. Doritos is a mega-brand [with] millions and millions of passionate consumers. And Levia®? You probably never heard of it. Levia® is a device that uses light to treat psoriasis. The set of people who suffer from psoriasis and who have heard of Levia® and who have the technical know-how to produce video and who care enough to come up with winning concepts about light’s power to heal is an infinitesimally small set of people — certainly not a crowd.

28. Making a consumer community

29. Making a Consumer Community Marketers have jumped on the relatively recent explosion of online communities. If customers have the ability to talk to one another, why not create an incentive and a space for them to talk about your brand? What works: Campaigns that encourage community among their customer base can really help to build loyalty. When this doesn’t work: When the campaigns are lazy. It’s not fair to say that most company Facebook Pages don’t work, but often the conversations there offer a relatively low level of engagement. Contests, questions and announcements all encourage participation from the customer, but not necessarily participation with each other. A lot of brands use Twitter contests in a similar way. A few years ago Squarespace, for instance, gave away an iPhone a day to anyone who mentioned Squarespace in a tweet. While this kind of activity can generate a lot of buzz, the actual customer engagement in the brand is low — the equivalent of dropping your business card in a fishbowl.

30. Case Study

31. Thank you