What is a Social Media Marketing Campaign, Really?

pcggreen1I’ve been working in the Last Frontier (Alaska, of course!) using social media to stay connected to my industry (Internet) as well as friends and colleagues in the Lower 48 and worldwide. My company’s latest project is testing the power of social media marketing campaigns to reach highly-targeted audiences.

So what is social media marketing?

I define social media marketing as using online-enabled sites, applications and tools in an integrated way to empower others to share your message. So this could mean everything from uploading videos that others can pass along to having pages on social networks where others can not only “friend” your organization but also encourage their friends to connect.

While a campaign is usually carried out for a set period of time, the reality of the Internet is that once you upload anything, it tends to live on whether you want it to or not. A social media marketing campaign can leave a larger and longer-term footprint than you might think.

Getting Social in Alaska

The campaign I’m working on in Alaska is called Pick. Click. Give. (http://www.pickclickgive.org) and is very region-specific. The call to action is for Alaskans to consider giving to an Alaska nonprofit when they sign up for their Permanent Fund Dividend (http://en.wikipedia.org/wiki/Alaska_Permanent_Fund) in 2009. In case you hadn’t heard while Sarah Palin was on the campaign trail, every Alaskan receives an annual check from the profits of the Alaska oil and gas industry.

Many Alaskans use their PFD to pay bills or to put toward a major purchase such as a new car. The Pick. Click. Give. campaign is trying to not only build awareness of a new way Alaskans can donate while applying for their PFD online but to encourage Alaskans to engage in individual giving.

Will having Pick. Click. Give. on YouTube, mDialog, CauseCast, MySpace, Facebook, LinkedIn, Twitter and other social networking and sharing sites reach the right audience? That remains to be seen.

But by carefully selecting the social media sites, applications and tools for rolling out a campaign online and immediately engaging some of our target audience to participate, we should be able to reach the right people. And all of their friends. And their friends…

What social media campaigns are you working on or do you support?

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3 responses to “What is a Social Media Marketing Campaign, Really?

  1. The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

    Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

    While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.

  2. social media marketing is essential to maketers because it will be the engine that will oil the wheels of selling and buying of products and services. most people trust relations than words of mouth. we align ourself with people that we believe we can trust them and most of them may be on social networks. maketers should package their products to suit the needs of consumers on social networks through research.

  3. As said, “it’s a small world after all.” That is what Social Media Marketing has done – it has made 6 degree of separation become 2 clicks. Good post.

    Pam Perry
    http://www.christianbookbuzzonline.com

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