A hands-on workshop based on the Ric Dragon's “Social Marketology” book, presented at Social Shake Up in Atlanta on 09/15/2013. The workshop provided training on the a framework for developing a social media strategy and process.

1. Ric Dragon, CEO, DragonSearch - @ricdragon
Social Marketology:
@ricdragon

2. Introduction

10. Purpose
& Vision
Create
Indelible
Memories
Goal
Be center to
more
storytelling in
social media
Objectives
Publish
excellent blog
content at
least six times
/ month
Increase community
by 50%
Increase engagement
by 100%
Increase amplification
by 50%
Metrics
# of blog
posts / month
# of followers
# of interactions
# of shares
# of mentions
# of comments on blog

11. 1000
3000
Twitter Retweets
NOW
Target

15. Giraffes Hippopotami Monkeys Elephants Lions
People seeking
to save or
preserve
Want to
save
giraffes
Want to save
hippopotami
Want to
save
monkeys
Want to
save
elephants
Want to
save
lions
People who
love as symbols
Love
giraffes
as
symbols
Love hippopotami
as symbols
Love
monkeys
as
symbols
Love
elephants
as symbols
Love
lions as
symbols
People who
love as pets
People
who
love
Giraffes
as pets
People who love
Hippopotami as
pets
People
who love
monkeys
as pets
People
who love
Elephants
as pets
People
who
love
lions as
pets
People who
study
(scientifically)
Study
giraffes
Study
hippopotami
Study
monkeys
Study
elephants
Study
lions

16. DigitalEthos.org/smac
• Domestic Animals (people who love…)
• Ferrets
• Cats
• Fish
• Dogs
• Rescue Dogs
• Obedience dogs
• Specific Breeds
• Hounds
• Toy
• Sporting
• Terriers
• Airedales
• Airedale Fanciers Club of Illinois

23. Competitive Analysis

27. Company FB Likes Avg # of
comments/po
st
Avg # of
likes / post
Avg # of
shares / post
Ritz Carlton 453,000 24.6 2791 217.4
W Hotels 142,000 3 281.2 2.6
Four Seasons 193,000 76.6 1548.4 73.8

28. Twitter: @ricdragon

29. Twitter: @ricdragon

30. Twitter: @ricdragon

34. Twitter: @ricdragon

35. Twitter: @ricdragon

36. Twitter: @ricdragon

37. Twitter: @ricdragon

38. Twitter: @ricdragon

39. Twitter: @ricdragon
The Big Five Approaches to Social Media

40. Resources Available

41. Twitter: @dragonsearch

42. Twitter: @dragonsearch

43. Twitter: @dragonsearch

44. Twitter: @dragonsearch

45. Twitter: @dragonsearch

46. Twitter: @dragonsearch

48. 1. Resources
2. Which of the 5 big approaches?
3. How much of each major activity type?
4. Distribution of different platforms

49. Ric Dragon, DragonSearch
dragon@dragonsearch.net | http://drsr.ch/workshops
Twitter: @ricdragon
Thank You!