Your SlideShare is downloading. ×
0
Herding Cats and Chasing Whales:    Process in Social Media Marketing       Ric Dragon, CEO, DragonSearch - @ricdragon
Premise 1         Social Media behaviors fall into           patterns@ricdragon
Premise 2             Process can be applied to Social               Media Marketing@ricdragon
Premise 3             Not all Social Media Marketing              endeavors are the same@ricdragon
The Social MediaPlatform PatternPyramid Ric DragonRic Dragon   @ricdragon
Self-identification
Self-identification
Self-identification
Self-identification
Self-identification
Connecting, or group forming "The nearer two individuals are to each other in space, the more do they owe to each other th...
Connecting, or group forming
Connecting, or group forminghttp://inmaps.linkedinlabs.com
“SETS” are another way of looking at it…  •Bald guys  •Middle-aged guys  •Marketing Professionals  •Artists  •Fathers  •Me...
Engagement  •Monologue  •Dialogue  •Multilogue  •Transactional  •Gifting
A Process-Based Approach                                                 Desired                                          ...
A Process-Based Approach                                                 Desired                                          ...
Brand Voice@ricdragon
Brand Voice      • Maven      • Passion      • Community      • Promotional Voice      • Others?@ricdragon
Voices@ricdragon
Voices@ricdragon
Voice- Community VoicesTwitter: @ricdragon
Voices@ricdragon
Voices@ricdragon
A Process-Based Approach                                                 Desired                                          ...
A Process-Based Approach                                                 Desired                                          ...
Communities  •Using keyword research to find  •Existing; or you need to create?  •How do you participate?  •Role of Commun...
Any Major influencers                               emerging?Berkeley Music Students
A Process-Based Approach                                                 Desired                                          ...
A Process-Based Approach                                                 Desired                                          ...
The Brilliant Campaigns
The Brilliant Campaigns      Ric Dragon | DragonSearch | @ricdragon
A Process-Based Approach                                                 Desired                                          ...
•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Amplification•Like more
Balanced Scorecard                       Financial                                   Learning &            Customer       ...
•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more
Benchmarking         • Facebook         • Twitter         • Blogs         • Newsletters         • Press Releases         •...
Focus Plan Document Focus-Plan         • Budget time and resources              – Budget?              – Your Time?       ...
Focus Plan Document Focus Plan         • Facebook – 60%         • Twitter – 20%         • Flickr – 20%Twitter: @ricdragon
Focus Plan Document Focus PlanTwitter: @ricdragon
Focus Plan Document Focus Plan Document         Facebook              – Post once per day: images, video, new             ...
In Flight In FlightTwitter: @ricdragon
In Flight In Flight         •   Creative Time/Brainstorming         •   Twitter/FB Flash Mob Internally         •   Work o...
Monitoring & Listening Monitoring and Listening         •   Google Alerts         •   Facebook Trends         •   Tools fo...
Monitoring & Listening MonitoringTwitter: @ricdragon
Renew@ricdragon
Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Social media-process-bizbuzz
Upcoming SlideShare
Loading in...5
×

Social media-process-bizbuzz

421

Published on

Presentation on social media marketing process at Biz Buzz Social Media Marketing Conference #BBSMC 2011, Syracuse, NY

Published in: Business, Real Estate
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
421
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • http://inmaps.linkedinlabs.com
  • From Frank Hutchinson Dukesmith, Adrian W. McCoy, Worthington C. Holman - 1904 Salesmanship: magazine for all who sell or have to do with the ...: Volumes 2-3 - Page 6
  • From Frank Hutchinson Dukesmith, Adrian W. McCoy, Worthington C. Holman - 1904 Salesmanship: magazine for all who sell or have to do with the ...: Volumes 2-3 - Page 6
  • Transcript of "Social media-process-bizbuzz"

    1. 1. Herding Cats and Chasing Whales: Process in Social Media Marketing Ric Dragon, CEO, DragonSearch - @ricdragon
    2. 2. Premise 1 Social Media behaviors fall into patterns@ricdragon
    3. 3. Premise 2 Process can be applied to Social Media Marketing@ricdragon
    4. 4. Premise 3 Not all Social Media Marketing endeavors are the same@ricdragon
    5. 5. The Social MediaPlatform PatternPyramid Ric DragonRic Dragon @ricdragon
    6. 6. Self-identification
    7. 7. Self-identification
    8. 8. Self-identification
    9. 9. Self-identification
    10. 10. Self-identification
    11. 11. Connecting, or group forming "The nearer two individuals are to each other in space, the more do they owe to each other their immediate attention and acceptance, their first love" – Dr. Jacob Levi Moreno
    12. 12. Connecting, or group forming
    13. 13. Connecting, or group forminghttp://inmaps.linkedinlabs.com
    14. 14. “SETS” are another way of looking at it… •Bald guys •Middle-aged guys •Marketing Professionals •Artists •Fathers •Member of the Dragon family •Denizen of Kingston, NY (and New York, the Catskills, Ulster County, & the Hudson Valley) •People who like samurai movies •Toyota drivers •People in this webinar
    15. 15. Engagement •Monologue •Dialogue •Multilogue •Transactional •Gifting
    16. 16. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    17. 17. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    18. 18. Brand Voice@ricdragon
    19. 19. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
    20. 20. Voices@ricdragon
    21. 21. Voices@ricdragon
    22. 22. Voice- Community VoicesTwitter: @ricdragon
    23. 23. Voices@ricdragon
    24. 24. Voices@ricdragon
    25. 25. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    26. 26. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    27. 27. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
    28. 28. Any Major influencers emerging?Berkeley Music Students
    29. 29. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    30. 30. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    31. 31. The Brilliant Campaigns
    32. 32. The Brilliant Campaigns Ric Dragon | DragonSearch | @ricdragon
    33. 33. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
    34. 34. •They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Amplification•Like more
    35. 35. Balanced Scorecard Financial Learning & Customer Growth Internal Business Process
    36. 36. •They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more
    37. 37. Benchmarking • Facebook • Twitter • Blogs • Newsletters • Press Releases • General SearchTwitter: @ricdragon
    38. 38. Focus Plan Document Focus-Plan • Budget time and resources – Budget? – Your Time? – Staff Time?Twitter: @ricdragon
    39. 39. Focus Plan Document Focus Plan • Facebook – 60% • Twitter – 20% • Flickr – 20%Twitter: @ricdragon
    40. 40. Focus Plan Document Focus PlanTwitter: @ricdragon
    41. 41. Focus Plan Document Focus Plan Document Facebook – Post once per day: images, video, new product, event, etc. – Gift 5 times per day: like others posts, engage, etc. – Monitor each day: every engagement is responded to – Build fans each day: find quality, targeted likersTwitter: @ricdragon
    42. 42. In Flight In FlightTwitter: @ricdragon
    43. 43. In Flight In Flight • Creative Time/Brainstorming • Twitter/FB Flash Mob Internally • Work off of the Audience Brainstorm • Develop Champions for different mediaTwitter: @ricdragon
    44. 44. Monitoring & Listening Monitoring and Listening • Google Alerts • Facebook Trends • Tools for archiving Twitter • Professional Tools (Raven, Radian6)Twitter: @ricdragon
    45. 45. Monitoring & Listening MonitoringTwitter: @ricdragon
    46. 46. Renew@ricdragon
    47. 47. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×