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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

    • 1. Social Marketology:A Process Framework for Social Media Marketing Ric Dragon, CEO, DragonSearch - @ricdragon
    • 2. @ricdragon
    • 3. Premise 1 Social Media behaviors fall into Patterns@ricdragon
    • 4. Premise 2 Not all Social Media Marketing endeavors are the same@ricdragon
    • 5. Premise 3 Process can be applied to Social Media Marketing@ricdragon
    • 6. @ricdragon
    • 7. Ric Dragon @ricdragon
    • 8. Ric Dragon @ricdragon
    • 9. Ric Dragon @ricdragon
    • 10. Engagement •Monologue •Dialogue •Multilogue •Transactional •GiftingTwitter: @ricdragon
    • 11. “SocialGrooming” @ricdragon
    • 12. Commensality @ricdragon
    • 13. @ricdragon
    • 14. “Desired Outcomes”
    • 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. 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. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
    • 18. Farm African Animals Wildlife Domestic Animals Animal Lovers Airedales Fish Dogs Birds Cats Terriers BreedsObedience Toy Rescue Working Hounds
    • 19. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
    • 20. Remember your “Wispy Communities”
    • 21. Brand Maintenance@ricdragon
    • 22. Reputation and Crisis@ricdragon
    • 23. Community Building@ricdragon
    • 24. Influence@ricdragon
    • 25. Big Splash@ricdragon
    • 26. The Brilliant CampaignsOld Spice
    • 27. Hoodie Remix
    • 28. Pepsi Refresh
    • 29. Quiksilver
    • 30. Big Budgets Traditional Media support@ricdragon
    • 31. 102, 264 Like This on Facebook
    • 32. What did these campaigns have in common if not big budgets?@ricdragon
    • 33. Fun@ricdragon
    • 34. Unexpected@ricdragon
    • 35. Participatory@ricdragon
    • 36. Cross-Media@ricdragon
    • 37. • Spreadability vs. Drillability • Continuity vs. Multiplicity • Immersion vs. Extractability • Worldbuilding • Seriality • Subjectivity • Performance@ricdragon
    • 38. Coca-Cola Company, Liquid & Linked@ricdragon
    • 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. 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. 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. Twitter: @ricdragon
    • 43. Passion & Purpose BEHIND the Brand• Eliciting Joy• Enabling Connection• Inspiring Exploration• Evoking Pride• Impacting Society
    • 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. Q&ARic Dragon, DragonSearchdragon@dragonsearch.netTwitter: @ricdragon