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Social marketology-nj-execs-12

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

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Social marketology-nj-execs-12

  1. 1. Ric Dragon, CEO, DragonSearch - @ricdragonSocial Marketology:A Process Framework for Social Media Marketing@ricdragon
  2. 2. @ricdragon
  3. 3. Premise 1 Social Media behaviors fall into patterns@ricdragon
  4. 4. Ric Dragon @ricdragon
  5. 5. Premise 2 Not all Social Media Marketing endeavors are the same@ricdragon
  6. 6. @ricdragon
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  9. 9. @ricdragon
  10. 10. @ricdragon
  11. 11. The Brilliant Campaigns
  12. 12. Big Budgets Traditional Media support@ricdragon
  13. 13. 102, 264 Like This on Facebook
  14. 14. @ricdragon
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  18. 18. • Spreadability vs. Drillability • Continuity vs. Multiplicity • Immersion vs. Extractability • Worldbuilding • Seriality@ricdragon
  19. 19. @ricdragon
  20. 20. Premise 3 Process can be applied to Social Media Marketing@ricdragon
  21. 21. Twitter: @ricdragon
  22. 22. “Desired Outcomes”
  23. 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. 24. Passion & Purpose BEHIND the Brand• Eliciting Joy• Enabling Connection• Inspiring Exploration• Evoking Pride• Impacting Society
  25. 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. 26. Twitter: @ricdragon
  27. 27. Twitter: @ricdragon
  28. 28. Twitter: @ricdragon
  29. 29. Twitter: @ricdragon
  30. 30. • Photo of a customer persona board – but talk about how we need to do this for the brand itself too
  31. 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. 32. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
  33. 33. @ricdragon
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  35. 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. 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. 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. 38. Farm African Animals Wildlife Domestic Animals Animal Lovers Airedales Fish Dogs Birds Cats Terriers BreedsObedience Toy Rescue Working Hounds
  39. 39. Twitter: @ricdragon
  40. 40. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
  41. 41. Communities
  42. 42. @ricdragon
  43. 43. Twitter: @ricdragon
  44. 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. 45. Twitter: @ricdragon
  46. 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. 47. Twitter: @ricdragon
  48. 48. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

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