1. Frameworks for
Social Media Strategy
Chris Snider | Drake University
2. Marketing Funnel
Traditional advertising thrives on mass reach and
repetition, with the hope that people become buyers.
Social media puts much more conversation in the
middle (asking friends for recommendations) and lets
the brands join that conversation as well.
3. Jab, Jab, Jab, Right Hook
• Jabs: Lightweight pieces of content that
beneﬁt your customers
• Right Hooks: Calls to action for your
• You must spend a lot of time jabbing if
you’re going to land your right hooks
Source: Jab, Jab, Jab, Right Hook by Vaynerchuk
4. POST method
• P - People (who are we trying to reach)
• O - Objectives (what do we want to happen)
• S - Strategy (how will we make it happen)
• T - Technology (what tech should we use)
Source: Groundswell by Li and Bernoff
5. Exercise: Pick a
company and go
• Approaches for engaging customers
• Educational/Informative: Educate people
about your product/service/market to make them
more informed buyers.
• Customer service: Monitor what’s being said
• Community: Create an area to talk about
• Curator: Help people ﬁnd great content.
• Collaborator: Get your customers involved to
be a part of your social efforts.
8. Dan Zarella’s Hierarchy
• The decision-making process that happens
before someone shares an idea
• 1. Exposed to content (potentially see)
• 2. Aware of content (actually see)
• 3. Motivated by something in order to share
At each step we can increase the number of people.
9. ...you are (pick a company)
• How can you get more people exposed to
your content? (like page)
• How can you get more people aware of
your content? (reach)
• How can you motivate people to share
your content? (shares)
10. Maslow’s Hierarchy
According to humanist psychologist Abraham Maslow,
our actions are motivated in order to achieve certain needs.
social: It’s not
needs, it’s about
11. Blue Oceans
• Blue Ocean Strategy suggests that an
organization should create new demand in
an uncontested market space, or a “Blue
Ocean,” rather than compete head-to-head
with other suppliers in an existing industry.
12. Drake University has been
an early adopter of new platforms
13. Third Wave Framework
14. Third Wave Framework
• Business Objectives:
What goals does
the company want to achieve with the help
of social media? What business metrics are
the benchmarks for the strategy’s success?
15. Third Wave Framework
Content: What do we want to talk about? What are
the topics and ideas? What is the added value that we
want to provide on the social web?
Platforms: Where do we want to talk with them?
Which platforms are the best for the people we want
to reach and the content we want to talk about?
People: Who do we want to talk with? What is there
to know about them? About their interests, their goals,
their lives, their behavior, etc.?
16. Third Wave Framework
Internal Organization: Who is in charge of the
strategy inside the company? What roles and teams
need to be designated? What processes need to be in
place? Which vendors need to be brought in?
Monitoring, Analytics, Reporting: How can we
listen to what people say about us and the topic
relevant to us? How do we measure what our strategy
achieves? How do we gain insight and improve our
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