CHAPTER 4: RULES OF ENGAGEMENT

FOR SOCIAL MEDIA

BY: GINA LAMPASONA

SOCIAL MEDIA MARKETING

Interruption Marketing Interrupt people and

demand their attention TV Advertising

Magazine Ads Billboards Pop-ups Radio Ads

Permission Marketing Costumers consent to being

marketed

Opting into email newsletter

Following an account on Twitter

Sign Up for Text Message Alerts

You are Running for Office!The mailings, handouts, TV ads, and radio promos. A ton of interruption marketing that seems to be synonymous with election time.Is it worth it? Over 6 billion dollars have been spent nationwide in the past elections.

If you were running for office, how would you promote yourself? Ideally, you would want to make sure your voice was heard, but at what cost?

PASSIVE VS. ACTIVE

Passive: Search, Listen, Respond New Members of Social Media

Active : Create and Engage Engage in Conversation

1,518 exposures per day for a family of four 76 noticed exposures 560 whether noticed or not 285 for men, 305 for women117 to 285 for men, 161 to 484 for women600-625 potential exposures (whether noticed or not); 272 are from TV, radio, magazines and newspapers

How many Ad’s are we Exposed to a Day?

American Association of Advertising Agencies

Participatory Authentic

Resourceful

Credible

PARC

SOCIAL MEDIA STRUGGLES

Walmart Paid

Bloggers

American Airlines

Rule 2: Don’t Be a Dirty

Spammer

Rule 3: Assume People Don’t Care about the Product

Rule 4: Have a

Personality

Rule 5: Provide

Context when Seeking

Connections

Rule 1: Use

Social Media as Intended

Rules of Engagement

Rule 6:Be Transpare

nt

Rule 7: Talk about the Topic

Rule 8: Social Media

profiles are not

Billboards

Rule Be Nice

Share a Coke

Share a Coke Thank You

ETHICAL SOCIAL MEDIA MARKETING Honesty

Fake Likes on FB

Privacy

Respect

Home Depot

Responsibility Acknowledge Apologize Act

Boston Bombing

Global Social Media

Avoid Making Native Jokes

Do NOT Dumb Down Material

Use Translation Engines