This document outlines a process framework for social media marketing called "Social Marketology". It discusses that social media behaviors fall into patterns and that not all social media marketing endeavors are the same. It then presents a process that can be applied to social media marketing, including engagement tactics like monologues, dialogues and transactions. It also discusses community building, influence, big splash campaigns, brand maintenance, and aligning social media efforts with the passion and purpose behind a brand.

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
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4. Premise 2
Not all Social Media
Marketing endeavors
are the same
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5. Premise 3
Process can be applied to
Social Media Marketing
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6. @ricdragon

7. Ric Dragon @ricdragon

8. Ric Dragon @ricdragon

9. Ric Dragon @ricdragon

10. Engagement
•Monologue
•Dialogue
•Multilogue
•Transactional
•Gifting
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11. “Social
Grooming”
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12. Commensality
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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
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17. Brand Voice
• Maven
• Passion
• Community
• Promotional Voice
• Others?
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18. Farm
African Animals
Wildlife
Domestic
Animals Animal
Lovers
Airedales
Fish Dogs
Birds Cats
Terriers
Breeds
Obedience 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
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22. Reputation and Crisis
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23. Community
Building
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24. Influence
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25. Big Splash
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26. The Brilliant Campaigns
Old Spice

27. Hoodie Remix

28. Pepsi Refresh

29. Quiksilver

30. Big Budgets
Traditional Media support
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31. 102, 264 Like This on Facebook

32. What did these
campaigns have
in common if not
big budgets?
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33. Fun
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34. Unexpected
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35. Participatory
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36. Cross-Media
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37. • Spreadability vs. Drillability
• Continuity vs. Multiplicity
• Immersion vs. Extractability
• Worldbuilding
• Seriality
• Subjectivity
• Performance
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38. Coca-Cola Company,
Liquid & Linked
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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 25
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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
department
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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%
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42. Twitter: @ricdragon

44. Passion & Purpose BEHIND the Brand
• Eliciting Joy
• Enabling Connection
• Inspiring Exploration
• Evoking Pride
• Impacting Society

45. Passion & Purpose BEHIND the Brand
• Coca-Cola Company: Happiness
• Nike: overcoming physical limits
• Dove: women feeling good about themselves
• Scrabble: love of words

46. Q&A
Ric Dragon, DragonSearch
dragon@dragonsearch.net
Twitter: @ricdragon