Your SlideShare is downloading. ×
0
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Social marketology-nj-execs-12
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social marketology-nj-execs-12

456

Published on

Presentation of the Social Marketology framework to the Executives Club of New Jersey, 6 December 2012

Presentation of the Social Marketology framework to the Executives Club of New Jersey, 6 December 2012

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
456
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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
  • Transcript

    1. Ric Dragon, CEO, DragonSearch - @ricdragonSocial Marketology:A Process Framework for Social Media Marketing@ricdragon
    2. @ricdragon
    3. Premise 1 Social Media behaviors fall into patterns@ricdragon
    4. Ric Dragon @ricdragon
    5. Premise 2 Not all Social Media Marketing endeavors are the same@ricdragon
    6. @ricdragon
    7. @ricdragon
    8. @ricdragon
    9. @ricdragon
    10. @ricdragon
    11. The Brilliant Campaigns
    12. Big Budgets Traditional Media support@ricdragon
    13. 102, 264 Like This on Facebook
    14. @ricdragon
    15. @ricdragon
    16. @ricdragon
    17. @ricdragon
    18. • Spreadability vs. Drillability • Continuity vs. Multiplicity • Immersion vs. Extractability • Worldbuilding • Seriality@ricdragon
    19. @ricdragon
    20. Premise 3 Process can be applied to Social Media Marketing@ricdragon
    21. Twitter: @ricdragon
    22. “Desired Outcomes”
    23. “…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&GTwitter: @ricdragon
    24. Passion & Purpose BEHIND the Brand• Eliciting Joy• Enabling Connection• Inspiring Exploration• Evoking Pride• Impacting Society
    25. Passion & Purpose BEHIND the Brand• Coca-Cola Company: Happiness• Nike: overcoming physical limits• Dove: women feeling good about themselves• Scrabble: love of words
    26. Twitter: @ricdragon
    27. Twitter: @ricdragon
    28. Twitter: @ricdragon
    29. Twitter: @ricdragon
    30. • Photo of a customer persona board – but talk about how we need to do this for the brand itself too
    31. 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
    32. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
    33. @ricdragon
    34. @ricdragon
    35. General target audiencesThe main target audiences for {client} are:• Our industry peers in digital marketing• Senior marketers• Potential employeesIn most cases, we would be speaking on anadvanced marketing level. There are somecases, and some platforms, in which we may bespeaking in a more introductory level. We wouldalso speak differently on different platforms ingeneral, which will be discussed below in theplatform-specific section.
    36. What we do NOT doWords to avoid:• Guru• Expert• NinjaWe 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.
    37. 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.
    38. Farm African Animals Wildlife Domestic Animals Animal Lovers Airedales Fish Dogs Birds Cats Terriers BreedsObedience Toy Rescue Working Hounds
    39. Twitter: @ricdragon
    40. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
    41. Communities
    42. @ricdragon
    43. Twitter: @ricdragon
    44. 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
    45. Twitter: @ricdragon
    46. 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
    47. Twitter: @ricdragon
    48. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

    ×