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Social Marketology:A Process Framework for Social Media Marketing         Ric Dragon, CEO, DragonSearch - @ricdragon
@ricdragon
Premise 1             Social Media             behaviors fall into             Patterns@ricdragon
Premise 2                 Not all Social Media                 Marketing endeavors                 are the same@ricdragon
Premise 3             Process can be applied to             Social Media Marketing@ricdragon
@ricdragon
Ric Dragon   @ricdragon
Ric Dragon   @ricdragon
Ric Dragon   @ricdragon
Engagement          •Monologue          •Dialogue          •Multilogue          •Transactional          •GiftingTwitter: @...
“SocialGrooming”      @ricdragon
Commensality               @ricdragon
@ricdragon
“Desired Outcomes”
Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits)         Personality Trait   Facets             Attributes       ...
Unique                                               Up-to-date  Brand Voice (Jennifer Aaker’s 5 Brand                    ...
Brand Voice      • Maven      • Passion      • Community      • Promotional Voice      • Others?@ricdragon
Farm                       African        Animals                       Wildlife        Domestic        Animals           ...
Communities  •Using keyword research to find  •Existing; or you need to create?  •How do you participate?  •Role of Commun...
Remember your “Wispy Communities”
Brand  Maintenance@ricdragon
Reputation and Crisis@ricdragon
Community      Building@ricdragon
Influence@ricdragon
Big Splash@ricdragon
The Brilliant CampaignsOld Spice
Hoodie Remix
Pepsi Refresh
Quiksilver
Big Budgets             Traditional Media support@ricdragon
102, 264 Like This on Facebook
What did these             campaigns have             in common if not             big budgets?@ricdragon
Fun@ricdragon
Unexpected@ricdragon
Participatory@ricdragon
Cross-Media@ricdragon
•    Spreadability vs. Drillability  •    Continuity vs. Multiplicity  •    Immersion vs. Extractability  •    Worldbuildi...
Coca-Cola Company,             Liquid & Linked@ricdragon
Influencer Score Card    Influencer level   1    2    3    4    5    Action Level 1     1    2    3    4    5    Action Le...
Resource Allocation  October 2012     Name                Weekly         Weekly         Total       Special skills        ...
Distribution of effort over platforms     Channel          Percentage   Hours   Main     Name             of overall      ...
Twitter: @ricdragon
Passion & Purpose BEHIND the Brand•   Eliciting Joy•   Enabling Connection•   Inspiring Exploration•   Evoking Pride•   Im...
Passion & Purpose BEHIND the Brand•   Coca-Cola Company: Happiness•   Nike: overcoming physical limits•   Dove: women feel...
Q&ARic Dragon, DragonSearchdragon@dragonsearch.netTwitter: @ricdragon
Social Marketology for Awareness Inc
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Social Marketology for Awareness Inc

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  • Make no mistake about it, we are in a revolution. And as you know, not everyone does well in a revolution.
  • Photo purchased, iSTockphoto
  • Photo at Burning Man, courtesy of Tony Fletcher, ijamming.net – used with permission.
  • Satchi & satchidenmark for Quiksilver
  • University Southern California Annenberg School for Communication
  • Document your resources available to you
  • Document your resources available to you
  • Document your resources available to you
  • Measuring Social Media
  • Brand consultants Millward Brown and former Proctor & Gamble marketing officer Jim Stengel
  • Brand consultants Millward Brown and former Proctor & Gamble marketing officer Jim Stengel
  • Transcript of "Social Marketology for Awareness Inc"

    1. 1. Social Marketology:A Process Framework for Social Media Marketing Ric Dragon, CEO, DragonSearch - @ricdragon
    2. 2. @ricdragon
    3. 3. Premise 1 Social Media behaviors fall into Patterns@ricdragon
    4. 4. Premise 2 Not all Social Media Marketing endeavors are the same@ricdragon
    5. 5. Premise 3 Process can be applied to Social Media Marketing@ricdragon
    6. 6. @ricdragon
    7. 7. Ric Dragon @ricdragon
    8. 8. Ric Dragon @ricdragon
    9. 9. Ric Dragon @ricdragon
    10. 10. Engagement •Monologue •Dialogue •Multilogue •Transactional •GiftingTwitter: @ricdragon
    11. 11. “SocialGrooming” @ricdragon
    12. 12. Commensality @ricdragon
    13. 13. @ricdragon
    14. 14. “Desired Outcomes”
    15. 15. Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits) 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
    16. 16. Unique Up-to-date Brand Voice (Jennifer Aaker’s 5 Brand Up-to-date Personality Traits) Independent Contemporary Competence Reliable Reliable Hard working Secure Intelligent Intelligent Technical Corporate Successful Successful Leader Confident Sophistication Upper class Upper class Glamorous Good looking Charming Charming Feminine Smooth Ruggedness Outdoorsy Outdoorsy Masculine Western Tough Tough Rugged@ricdragon
    17. 17. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
    18. 18. Farm African Animals Wildlife Domestic Animals Animal Lovers Airedales Fish Dogs Birds Cats Terriers BreedsObedience Toy Rescue Working Hounds
    19. 19. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
    20. 20. Remember your “Wispy Communities”
    21. 21. Brand Maintenance@ricdragon
    22. 22. Reputation and Crisis@ricdragon
    23. 23. Community Building@ricdragon
    24. 24. Influence@ricdragon
    25. 25. Big Splash@ricdragon
    26. 26. The Brilliant CampaignsOld Spice
    27. 27. Hoodie Remix
    28. 28. Pepsi Refresh
    29. 29. Quiksilver
    30. 30. Big Budgets Traditional Media support@ricdragon
    31. 31. 102, 264 Like This on Facebook
    32. 32. What did these campaigns have in common if not big budgets?@ricdragon
    33. 33. Fun@ricdragon
    34. 34. Unexpected@ricdragon
    35. 35. Participatory@ricdragon
    36. 36. Cross-Media@ricdragon
    37. 37. • Spreadability vs. Drillability • Continuity vs. Multiplicity • Immersion vs. Extractability • Worldbuilding • Seriality • Subjectivity • Performance@ricdragon
    38. 38. Coca-Cola Company, Liquid & Linked@ricdragon
    39. 39. 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 25Twitter: @ricdragon
    40. 40. Resource Allocation October 2012 Name Weekly Weekly Total Special skills Maintenance special project Hours Time availability Available Joseph 10 20 30 Video Mary 10 20 30 Sound Editing Frank 10 20 30 Incredible on Twitter Outsourced 0 70 70 Focusing on team influencer outreach project Sales 8 0 8 blogging departmentTwitter: @ricdragon
    41. 41. 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
    42. 42. Twitter: @ricdragon
    43. 43. Passion & Purpose BEHIND the Brand• Eliciting Joy• Enabling Connection• Inspiring Exploration• Evoking Pride• Impacting Society
    44. 44. Passion & Purpose BEHIND the Brand• Coca-Cola Company: Happiness• Nike: overcoming physical limits• Dove: women feeling good about themselves• Scrabble: love of words
    45. 45. Q&ARic Dragon, DragonSearchdragon@dragonsearch.netTwitter: @ricdragon
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