Social Media Marketing model to provide brands a tool to implement social media effectively as part of their marketing efforts.

1. Social Media Marketing Cascade Being Social:
• Share & Exchange
Strategic vision Buongiorno Digital
• Develop & Design
• Create value
• Inspire
• Being part of everyday life
Brand’s
Trusted
Circle of
Friends • # of active
users on
Transaction Social Media
Part of the • # of users
Loyalty Referral consuming
conversation Social Media
Time on a mobile
Interaction device
Community
UGC Apps R&D
Interaction
Connection
Dedicated  Monitor
Content Feedback (Online)
Social Media
Advertising  Measure
manager
Presence  Optimise
Hyves Twitter Facebook Netlog LinkedIn YouTube
Listen
Buongiorno Digital copyright 2009

2. How to read the Social Media Marketing Cascade?
• The Cascade is a fountain-like model where the force comes from the basis
and rises to a predefined longterm goal.
• It is a continuous flow where you can work on several levels at the same time,
while in time moving up into the Cascade.
• The levels on the left side of the Cascade show the steps in the process of
reaching a Brand’s Trusted Circle of Friends at which point a brand should be
able to drive direct sales using Social Media.
• The speed of moving up is partly based on how fast the number of people
actively participating in Social Media is increasing (both online and through
mobile).
• Eventually a brand can be labelled as Being Social when it Shares & Exchanges,
Develops & Designs, Creates value, Inspires and Is a part of everyday life.

3. Social Media Marketing Cascade – Explanation (1)
Listen
Who is talking about you? And where are they talking about you?
Is it good or bad?
Presence
On which Social Media platforms are you present? Or should you
be present? In NL the main Social Media platforms are Hyves,
Twitter, Facebook, Netlog, LinkedIn and Youtube.
Connection
Content Advertisers add content to their Social Media presence. Content
ranges from news, updates, promotions, introductions using text,
photos, and videos.
Feedback Once you have established a presence you will start to receive
feedback from visitors. Use this to optimise your input and feed
the feedback back to others in the organisation
Dedicated Social Media Either someone within the organisation or an external resource to
manager keep the flow of input going and making sure the initial presence
is not going to waste.
(Online) Advertising To attract more people to your Social Media initiatives you
advertise either online (Social Media sites and other relevant
sites) or offline. The Social Media presence in it self will also
attract others.

4. Social Media Marketing Cascade – Explanation (2)
Interaction
User Generated Content (UGC) People respond to the brand’s presence with uploading User
Genereated Content (such as photos and videos, but also
suggestions)
Apps Offering applications embedded in the social media platforms
to engage the audience and stimulate the viral effect the app
has, therefore attracting more people to the brand’s section
(e.g. fan page).
Community Interaction Brands with successful Social Media presence give their
audience something to talk about. Once the content is relevant
and interesting enough, visitors will talk about it within the
brand’s social media presence (e.g. fan page). The interaction
in itself will attract more people.
R&D Using Social Media interactively allows the brand to make the
audience part of the R&D process. In an early stage of product
development the ‘fans’ can be invited to comment and provide
feedback. At the same time this group can be the starting point
when introducing a new feature, flavor, product or service to
the market

5. Social Media Marketing Cascade – Explanation (3)
Transaction
Loyalty Giving (content, information, something to talk about, invitation
to participate and give feedback) will create loyalty. The brand’s
social media presence has give a face to the company behind
the brand. Now it’s people talking to people.
Part of the conversation The brand no longer broadcasts it’s (commercial) messages but
has taken part of the conversation around or about the brand.
The brand can, listen, ask questions and talk back.
Referral Once you are part of the conversation and the brand has
created a sense of loyalty, the audience will serve as
ambassadors to the brand and therefore refer the brand to
others (ie. word of mouth). Social Media platforms facilitate this
in a great way as it’s just one click to share the brand with
someone’s own trusten circle of friends.
Brand’s Trusted Circle of Friends Ultimately the brand has reached the stage where it is on a
similar level as human friends are within the context of Social
Media. The brand has created it’s own Circle of Trusted
Friends. In time this will make a huge contribution to
commercial success.