Social marketology-nj-execs-12
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Presentation of the Social Marketology framework to the Executives Club of New Jersey, 6 December 2012
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Social marketology-nj-execs-12
- 1. Ric Dragon, CEO, DragonSearch - @ricdragon Social Marketology: A Process Framework for Social Media Marketing @ricdragon
- 3. @ricdragon
- 4. Premise 1 Social Media behaviors fall into patterns @ricdragon
- 5. Ric Dragon @ricdragon
- 6. Premise 2 Not all Social Media Marketing endeavors are the same @ricdragon
- 7. @ricdragon
- 8. @ricdragon
- 9. @ricdragon
- 10. @ricdragon
- 11. @ricdragon
- 16. Big Budgets Traditional Media support @ricdragon
- 17. 102, 264 Like This on Facebook
- 18. @ricdragon
- 19. @ricdragon
- 20. @ricdragon
- 21. @ricdragon
- 22. • Spreadability vs. Drillability • Continuity vs. Multiplicity • Immersion vs. Extractability • Worldbuilding • Seriality @ricdragon
- 23. @ricdragon
- 24. Premise 3 Process can be applied to Social Media Marketing @ricdragon
- 27. “…shifting from mass broadcasting, to creating more personal, one-to- one conversations with individuals and the communities in which they’re active. “ – Marc Pritchard, P&G Twitter: @ricdragon
- 28. Passion & Purpose BEHIND the Brand • Eliciting Joy • Enabling Connection • Inspiring Exploration • Evoking Pride • Impacting Society
- 29. Passion & Purpose BEHIND the Brand • Coca-Cola Company: Happiness • Nike: overcoming physical limits • Dove: women feeling good about themselves • Scrabble: love of words
- 37. • Photo of a customer persona board – but talk about how we need to do this for the brand itself too
- 38. Personality Trait Facets Attributes Sincerity Down-to-earth Down-to-earth Family-oriented Small-town Honest Honest Sincere Real Wholesome Wholesome Original Cheerful Cheerful Sentimental Friendly Excitement Daring Daring Trendy Exciting Spirited Spirited Cool Young Imaginative Imaginative Unique Up-to-date Up-to-date Independent @ricdragon Contemporary
- 39. Brand Voice • Maven • Passion • Community • Promotional Voice • Others? @ricdragon
- 40. @ricdragon
- 41. @ricdragon
- 42. General target audiences The main target audiences for {client} are: • Our industry peers in digital marketing • Senior marketers • Potential employees In most cases, we would be speaking on an advanced marketing level. There are some cases, and some platforms, in which we may be speaking in a more introductory level. We would also speak differently on different platforms in general, which will be discussed below in the platform-specific section.
- 43. What we do NOT do Words to avoid: • Guru • Expert • Ninja We do, however, have expertise. • DO NOT “go negative” or get snarky. We don’t complain about what we don’t like. We keep it positive. • ANYTIME we are referring to an incident in which people have been hurt or killed, we will always do so with great respect for the feelings of people. • We do not speak on political issues, unless it has been cleared within the organization.
- 44. Different Platforms • Facebook – will be used to speak to all of our audiences – but as it is meant to show potential employees the nature of our organization, we would have more fun in this space, as appropriate. • Twitter – we share industry knowledge, and engage in light banter. We should never appear to be “beginners.” Our Twitter account will also celebrate our employees, clients, and other people in the industry. When speaking of employees or internal events, and when space permits, we use the #usDragons hashtag. • LinkedIn – should be more professional in nature than all of the other platforms. • Pinterest – we should use images that help to reflect a story of a smart approach to digital marketing. • Blog – our blog should be intelligent and thoughtful.
- 47. Farm African Animals Wildlife Domestic Animals Animal Lovers Airedales Fish Dogs Birds Cats Terriers Breeds Obedience Toy Rescue Working Hounds
- 50. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
- 51. Communities
- 52. @ricdragon
- 54. Influencer Score Card Influencer level 1 2 3 4 5 Action Level 1 1 2 3 4 5 Action Level 2 2 4 6 8 10 Action Level 3 3 6 9 12 15 Action Level 4 4 8 12 16 20 Action Level 5 5 10 15 20 25 Twitter: @ricdragon
- 56. Distribution of effort over platforms Channel Percentage Hours Main Name of overall objectives effort for this time period Blog 14% Facebook 60% 120 Twitter 10% YouTube 10% Quora 1% Flikr 1% LinkedIn 1% EmpireAve 1% FourSquare 2% =100.00% Twitter: @ricdragon
- 61. Thank You! Ric Dragon, DragonSearch dragon@dragonsearch.net | Twitter: @ricdragon
Notes de l'éditeur
- Dopamine, allo-grooming, social grooming
- Make no mistake about it, we are in a revolution. And as you know, not everyone does well in a revolution.
- Satchi & satchidenmark for Quiksilver
- University Southern California Annenberg School for Communication
- Brand consultants Millward Brown and former Proctor & Gamble marketing officer Jim Stengel
- Brand consultants Millward Brown and former Proctor & Gamble marketing officer Jim Stengel
- 14th amendment Santa Clara County v. Southern Pacific Railroad Company, 118 U.S. 394(1886)
- ONE RALLYING CRY WAS THAT “I REFUSE TO BELIEVE CORPORATIONS ARE PEOPLE UNTIL TEXAS EXECUTES ONE.”
- Despite the outcries of Occupy; - people naturally project personhood onto brands.
- From http://www.enitia.nl/index.html
- Friday’s Fun Foto: “I don’t always need to go out. But when I do, it’s at 3 in the morning when you’re sound asleep. I am, The Most Interesting Dog in the world.”Photo courtesy of MSN.com: http://afl.ac/QMKI00
- Photo at Burning Man, courtesy of Tony Fletcher, ijamming.net – used with permission.
- Document your resources available to you
- Document your resources available to you
- Measuring Social Media