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2013 | OriginalPaper | Chapter

9. Advanced Social Media Campaigns

Taking It to the Next Level

Author : Tom Funk

Published in: Advanced Social Media Marketing

Publisher: Apress

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Abstract

Now it’s time to distinguish between everyday community management and periodic social media campaigns. Posting to the social platforms, interacting with fans, and performing customer service are your daily social media disciplines. They are the routine blocking and tackling—the minimum table stakes of building an online community and steadily growing it.

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Footnotes
1
Brandon Gutman, “How PepsiCo’s Shiv Singh Is Making A Splash In Digital,” Forbes, January 13, 2011, www.forbes.com/sites/marketshare/2011/01/13/pepsi-on-refreshing-digital/ .
 
2
“Customers,” SocialTwist, www://tellafriend.socialtwist.com/customer-testimonials
 
3
“Wildfire Announces New Social Marketing Suite,” June 21, 2011, www://blog.wildfireapp. com/2011/06/21/social-marketing-suite/
 
4
Wildfire by Google, “Wildfire is Joining Google!” July 31, 2012, http://blog.wildfireapp.com/2012/07/31/wildfire-is-joining-google/ .
 
5
Erika Napoletano, remarks at National Etailing and Mailing Organization of America (NEMOA) directXchange conference, Groton, Connecticut, September 19, 2012.
 
6
Elena Malykhina, “Social Responsibility Boosts Brand Perception,” Adweek, March 31, 2010, http://adweek.com/news/advertising-branding/social-responsibility-boosts-brandperception-101965 .
 
7
Convio, “The Next Generation of American Giving,” March 2010, www.convio.com/files/next-gen-whitepaper.pdf .
 
8
Telephone interview by the author, October 5, 2012.
 
9
Kate Olsen and Geoff Livingston, “Cause Marketing through Social Media: 5 Steps to Successful Online Campaign,” Network for Good and Zoetica, www1.networkforgood.org/ckfinder/userfiles/files/CauseMarketingThroughSocialMedia.pdf .
 
10
Deepak Gupta, “Word of Mouth Marketing by Ted Wright,” Marketing by Deepak, June 27, 2010, www.marketingbydeepak.com/word-of-mouth-marketing-by-ted-wright/ .
 
11
Deepak Gupta, Ibid.
 
12
Shahnaz Mahmud, “Kraft Foods ‘Huddle to Fight Hunger’ campaign supports charitable giving,” August 25, 2010, www.dmnews.com/kraft-foods-huddle-to-fight-hunger-campaignsupports-charitable-giving/article/177514/
 
13
“American Express Launches ‘Link, Like, Love’ on Facebook,” July 19, 2011, about. americanexpress.com/news/pr/2011/link.aspx.
 
14
Tara Lynn Wagner, “Amex, Facebook Hold Contest That Lets Small Biz Owners Harness Power of Social Media,” NY1 News, August 23, 2012, www.ny1.com/content/ny1_living/money_matters/167384/amex--facebook-hold-contest-that-lets-small-biz-owners-harnesspower-of-social-media .
 
15
Patricia Odell, “Clif Bar Gets People Geo-tweeting for a Coupon,” August 15, 2012, Chief Marketer, www.chiefmarketer.com/promotional-marketing/clif-bar-gets-people-geo-tweetingcoupon .
 
16
Clif Bar and Company, “Motivation,” 2 Mile Challenge Blog, August 2012, www.2milechallenge.com/blog/2012/08/motivation/ .
 
17
Personal interview, October 5, 2012.
 
18
Lauren Parajon, “Turning Brand Advocates Into Superfans with High-Fives,” Social Media Today, March 27, 2012, http://socialmediatoday.com/lauren-parajon/478018/turning-brandadvocates-superfans-high-fives .
 
Metadata
Title
Advanced Social Media Campaigns
Author
Tom Funk
Copyright Year
2013
Publisher
Apress
Book
Advanced Social Media Marketing

Print ISBN: 978-1-4302-4407-3

Electronic ISBN: 978-1-4302-4408-0

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-1-4302-4408-0_9