This presentation, on social media marketing strategy and management, was for a workshop I held with some of DTLA's (Downtown Los Angeles') startups in early 2015. Unlike most such presentations, the recommendations herein are actually founded upon the principles of marketing, as well as the latest in consumer research. Part 2, which is forthcoming and aimed at larger organizations, will tackle advanced analytics and team management.

1. Team Training:
Social Media Marketing
Strategy & Management
Part 1: basics and best practices
Jude Calvillo, Sovereign Market
Presented Feb. 9, 2015 @ Opodz Co-Working in DTLA
© Copyright 2015, Jude Calvillo – All Rights Reserved

2. Outline
• Why be Strategic (vs. random and tactical)?
• Content vs. Engagement
• Developing “Contagious” Content
• Optimizing Engagement
• Review and Action
• What’s Next?
• Team management
• Analytics

3. Why be Strategic?
• You have specific goals, per your marketing plan.
• You don’t want to waste resources (e.g. time).
• You need an overarching approach, given your goals and resource
constraints.
• Random and tactical approach (what many use) = Inefficient
• Strategic = Efficient and synergistic

4. Content vs. Engagement
• Content is the main fuel source to your branded promotion.
• And the more potentially viral your content, the less time/effort/money you
have to spend on social media engagement.

5. Content vs. Engagement
• Content is the main fuel source to your branded promotion.
• And the more potentially viral your content, the less time/effort/money you
have to spend on social media engagement.
Content > Engagement

6. Developing “Contagious” Content
• U. Penn Wharton Study (by Jonah Berger, Ph.D.):
There are six factors to making content or movements
reliably “contagious” (i.e. viral)...

7. Developing “Contagious” Content
• U. Penn Wharton Study (by Jonah Berger, Ph.D.):
There are six factors to making content or movements
reliably “contagious” (i.e. viral)...
• S ocial currency
• T riggers (environmental)
• E motional
• P ublic (vs. private)
• P ractical Value
• S tory format (especially, popular narratives)

8. Developing “Contagious” Content
• U. Penn Wharton Study (by Jonah Berger, Ph.D.):
There are six factors to making content or movements
reliably “contagious” (i.e. viral)...
• Your content should score high on as many of the
six factors as possible!

9. Developing “Contagious” Content
• Example: Always “Like a Girl” campaign (>55 Million views)…
Click to view >>

10. Developing “Contagious” Content
• How well does this score on the six factors?
S ocial currency
T riggers (environmental)
E motional
P ublic (vs. private)
P ractical Value
S tory format (esp. popular narratives)

11. Developing “Contagious” Content
• Do you think that Always actually paid for > 55 Million views?
In other words, putting some
thinking time into developing
contagious content pays YOU!

12. Optimizing Engagement
• Making the most of people/identities, groups, and conversations.
• Optimizing updates/tweets.
• Varying the dimensions of engagement (1D, 2D, & 3D).
• Actively seeking and engaging target market groups.
• Passively/actively “listening” for relevant conversations.

13. Optimizing Engagement
• Optimizing updates/tweets…
• Make the most of operators (e.g. hashtags, people tags).
• Build social capital (Putnam, 2000) with those who could help you later.
• Tag the right people/identities.
• Try tools like Klout.com to identify good
targets for social capital building.

14. Optimizing Engagement
• Let’s practice optimizing some updates now…
1. Enter your social network of choice (e.g. Facebook, Twitter, LinkedIn, etc.).
2. Create an update and include some popular hastags (don’t submit it yet!).
3. Now, find some relevant, influential people (use a Klout-based tool or visit Klout.com) and tag
them in your update.
4. Visit your tagged person’s wall/stream and share or retweet their updates.

15. Optimizing Engagement
• A brief word on the dimensions of engagement (Rosenblatt, 2009).

16. Optimizing Engagement
• Dimensions of engagement (Rosenblatt, 2009).
• You have to vary the ways you engage!
• Think about it: what would happen if you did…
• Too much 1D (broadcasting)?
• People would eventually tune out.
• Too much 2D (transacting)?
• You’ll eventually sound like a beggar.
• Too much 3D (networking)?
• You won’t have enough of your own optimally-branded content.

17. Optimizing Engagement
• Great examples of 3D engagement (networking):
Ice Bucket Challenge >> Harlem Shake >>

18. Optimizing Engagement
• Let’s practice engaging across the three dimensions now…
1. Enter your social network of choice (e.g. Facebook, Twitter, LinkedIn, etc.).
2. Post a 1D (i.e. broadcast) update.
3. Post a 2D (i.e. transact) update.
4. Conceptualize and draft a 3D (i.e. network) update (no need to post right now).

19. Optimizing Engagement
• Actively seek and engage target market groups.
• Marketing is about further penetrating a market (i.e. beyond our own followers).
• Remember: You can target both demographically and behaviorally.

20. Optimizing Engagement
• Example of a target market group (using Opodz, our host, as an example):
Demographic targeting:
Lots of startups and indie consultants
live in nearby Pasadena. Opodz and its
leadership should add themselves to this
group and then start engaging to meet their
goals (e.g. brand awareness, sales
conversions).

21. Optimizing Engagement
• “Listen” for relevant conversations.
• Again, marketing is about further penetrating a market (i.e. beyond our own
conversations).

22. Optimizing Engagement
• “Listen” for relevant conversations.
• Again, marketing is about further penetrating a market (i.e. beyond our own
conversations).
• You can actively and passively (ideal) listen for mentions of terms related to…
• Your brand identity (name, values, etc.)
• Competitors’ brands
• Your target market’s demographic and behavioral identity
• Your products/services
• Your organization’s leadership
• Etc.

23. Optimizing Engagement
• Examples of “listening” devices:
SocialMention.com (Active) NetVibes.com (Passive) HootSuite.com (Passive + Mgm’t) >>

24. Optimizing Engagement
• Let’s try active listening now…
1. Go to SocialMention.com >>
2. Enter a keyword that’s relevant to your brand and hit ‘Search.’
3. Look for one or more opportune search results.
4. Visit at least one of these results and engage through your brand’s identity.
HootSuite.com (Passive + Mgm’t) >>

25. Optimizing Engagement
• Let’s try passive listening (i.e. creating a “listening post”) now…
1. Go to HootSuite.com (need an account) >>
2. “Add a stream.”
3. Select your profile, enter a brand-relevant hashtag as a search query (e.g.
#marketresearch), and hit “Add Stream.”
4. You’ve now got a stream that passively monitors mentions of your brand-relevant
term, so you can jump in and engage when opportune.
Please note: Creating passive listening posts is ideal (vs. spending time actively listening),
but most substantive tools, like NetVibes, require a paid subscription.

26. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).

27. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).
2. Create a content dev program and/or a calendar of content topics.
• Think of topic ideas, messaging, and formats that would score high for potential virality.

28. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).
2. Create a content dev program and/or a calendar of content topics.
• Think of topic ideas, messaging, and formats that would score high for potential virality.
3. Engage optimally: shrewd use of text operators, varying your
dimensions (1D – 3D), tagging the right people, and building social
capital.

29. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).
2. Create a content dev program and/or a calendar of content topics.
• Think of topic ideas, messaging, and formats that would score high for potential virality.
3. Engage optimally: shrewd use of text operators, varying your
dimensions (1D – 3D), tagging the right people, and building social
capital.
4. Find and join target market-related groups (demo and behavioral
targeting).

30. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).
2. Create a content dev program and/or a calendar of content topics.
• Think of topic ideas, messaging, and formats that would score high for potential virality.
3. Engage optimally: shrewd use of text operators, varying your
dimensions (1D – 3D), tagging the right people, and building social
capital.
4. Find and join target market-related groups (demo and behavioral
targeting).
5. Create “listening” posts for keywords that help meet/protect your
goals.
• And don’t forget to be respond where/when opportune!

31. Review and Action
• Putting all of this into action!
1. Determine what your particular social media marketing goals are
(per marketing plan).
2. Create a content dev program and/or a calendar of content topics.
• Think of topic ideas, messaging, and formats that would score high for potential virality.
3. Engage optimally: shrewd use of text operators, varying your
dimensions (1D – 3D), tagging the right people, and building social
capital.
4. Find and join target market-related groups (demo and behavioral
targeting).
5. Create “listening” posts for keywords that help meet/protect your
goals.
• And don’t forget to be respond where/when opportune!
6. Institutionalize all of the above (regularly dedicate time/resources).

32. What’s Next?
• If you have a larger or more sophisticated marketing or social media team, stay
tuned for Part 2: Team management and analytics.
• Scaling and managing a social media team.
• Improving social customer service.
• Measuring your social media marketing efficacy.

33. Thank You / More Info:
Jude Calvillo is a marketing researcher, strategist, and interactive producer at Sovereign Market. His clients
have included R & D giants, such as SRI International (makers of Siri, ARPANET, Technicolor, etc.) and
Medtronic (world’s largest medical device company), as well as a wide range of traditional commercial firms,
like Cheng Concrete and United Talent Agency.
He holds an M.A. in Mass Communications (corporate and political) from the Johns Hopkins University, a B.A.
in Political Science (Int’l Relations) from UCLA, and a management certificate in the Business of Media &
Entertainment from the UCLA Anderson School of Management.
Jude Calvillo, CMO
P: 310.773.4297
E: jcalvillo@sovereignmarket.com