The Seven Archetypes for Winning Social Media Engagement

7 Winning Social Media ArchetypesSocial Media Engagement Strategy & Tools

WHAT IS SOCIAL MEDIA ENGAGEMENT

?

ENGAGEMENT is how you

communicate with your

followers.

It suggests how communication

should be done in social media –

a compelling, two-way

conversation.

This is where ENGAGEMENT

fits in your business

or organization:

Engagement is a key part of the funnel of what you want your business or organization to achieve:

Conversions.

What is an ARCHETYPE

?

A type of personality or voice.

A voice.

7 WinningArchetypes

7 LosingArchetypes

The Entertainer

7 WinningArchetypes

The Entertainer

The Entertainer

Fun & Approachable

Tied to Your Brand

High Viral Potential

Personality isthe priority.

Willing to share fun and humorous content

The Power of Sharable Content

Humor is the second most popular thing to share via social media.

The Analyst

The Analyst

Original Content

Uniquely Yours

Data Driven

Quality content is key

Deliverer of high quality information.

The Reporter

The Reporter

Original Content

Uniquely Yours

Relevant & Current

Similar to Analyst

Quick to output content about brand.

TOOL TIP for Analyst and Reporter:

Queue up and schedule posts across profiles.

FREE to use

The Curator

The Curator

Reliable Aggregator

Continual Posts

On Pace with Trends

A trusted source for all great 3rd party content

Promotional and conversational.

TOOL TIP for Curator:

Monitor social media to find relevant content & conversations to curate.

The Engager

The Engager

Full Transparency

Timely Interactions

Highly Personal

Dialog is the priority

Personal, direct conversations.

8.8 Tweets Per Day

Tweets Sent by@LaMichaelJames70 Tweets Sent by@LaMichaelJames70

1,164Unique People

1,513Total Engagement

825,267Potential Reach

5,590,976Potential Impressions

1,164Unique People

People that engaged with you on Twitter

1,513Total Engagement

Organic mentions, @Replies, Retweets, and Favorites

825,267Potential Reach

Combined followers of people tweeting about your brand (1/8/14 to 1/15/14)

5,590,976Potential Impressions

Potential times served in all followers' feeds 0

Followers Added

8,538bit.ly Clicks

0Followers Added

8,538bit.ly Clicks

Twitter Engagement MegaphoneWhat happened?

How many unique people engaged with your

account?

How many times did these people engage?

How many people could have seen these Tweets?

How many impressions could have been generated?

What started it?

Avg. Followers Per Person Engaging Impressions Per Person

Reached

Engagements Per Person

1.3709 6.8

TOOL TIP for Engager:

SimplyMeasured – effectively tracks key metrics: engagements and number of people reached.

The Mobilizer

The Mobilizer Campaign Driven Action Focused Supporting Content

Build a

movement

Cause-oriented

The Advertiser

The Advertiser Start Small Test, Test, Test Force Multiplier

Extending reach through paid media

Esp. big brands & upstarts.

PUTTING THE ARCHETYPES

TO WORK

Picking the best Archetype

depends on your ability to

create original content and the level at which

people are naturally inclined

to like or support your organization.

The Archetype Matrix

Pick one lead archetype and two supporting archetypes

Ex: Sacramento Mayor Kevin Johnson•Lead: Engager•Supporting: Curator, Mobilizer

Also, aids in developing content strategy and activity goals.

7 LosingArchetypes

The Trend Follower: Copies yesterday’s meme

The Broadcaster: Pushes content one direction

The Disenegaged: Ignores relevant conversations

The Pollyanna: Out of touch

The Poser: Mimics a better known profile’s strategy

The Gaffer: Posts irrelevant content

The Absent: No presence or activity

Want to Know More?

Download the 7 Archetypes eBook to learn more.

Contact IDMLOCO for ½ Day Personalized Strategy Sessions.

On the web: www.idmlo.co

greetings@idmlo.co

Bryan MericaIDMLOCO

•Partner at IDMLOCO, digital marketing agency•Board Member: WEAVE, Inc and Capitol Weekly

Contact Me: bryan@idmlo.co tw: @bmerica

Thank you!

Don’t be a stranger!

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