Social marketology-nj-execs-12-121207150436-phpapp01

Ric Dragon, CEO, DragonSearch - @ricdragon

Social Marketology: A Process Framework for Social Media Marketing

@ricdragon

@ricdragon

Premise 1

@ricdragon

Social Media behaviors fall into patterns

Ric Dragon @ricdragon

Premise 2

@ricdragon

Not all Social Media Marketing endeavors are the same

@ricdragon

@ricdragon

@ricdragon

@ricdragon

@ricdragon

The Brilliant Campaigns

Big BudgetsTraditional Media support

@ricdragon

102, 264 Like This on Facebook

@ricdragon

@ricdragon

@ricdragon

@ricdragon

@ricdragon

• Spreadability vs. Drillability• Continuity vs. Multiplicity• Immersion vs. Extractability• Worldbuilding• Seriality

HENRY JENKINS

@ricdragon

Premise 3

@ricdragon

Process can be applied to Social Media Marketing

Twitter: @ricdragon

“Desired Outcomes”

“…shifting from mass broadcasting, to creating more personal, one-to-one conversations with individuals and the communities in which they’re active. “ – Marc Pritchard, P&G

Twitter: @ricdragon

Passion & Purpose BEHIND the Brand

• Eliciting Joy• Enabling Connection• Inspiring Exploration• Evoking Pride• Impacting Society

Passion & Purpose BEHIND the Brand

• Coca-Cola Company: Happiness• Nike: overcoming physical limits• Dove: women feeling good about themselves• Scrabble: love of words

Twitter: @ricdragon

"no state shall ... deny to any person within its jurisdiction the equal protection of the laws."

Twitter: @ricdragon

Twitter: @ricdragon

Twitter: @ricdragon

• Photo of a customer persona board – but talk about how we need to do this for the brand itself too

@ricdragon

Brand Voice

@ricdragon

• Maven• Passion• Community• Promotional Voice• Others?

@ricdragon

@ricdragon

General target audiences

The main target audiences for {client} are:• Our industry peers in digital marketing• Senior marketers• Potential employeesIn most cases, we would be speaking on an advanced marketing level. There are some cases, and some platforms, in which we may be speaking in a more introductory level. We would also speak differently on different platforms in general, which will be discussed below in the platform-specific section.

What we do NOT do

Words to avoid:• Guru• Expert• NinjaWe do, however, have expertise.• DO NOT “go negative” or get snarky. We don’t complain about

what we don’t like. We keep it positive.• ANYTIME we are referring to an incident in which people have

been hurt or killed, we will always do so with great respect for the feelings of people.

• We do not speak on political issues, unless it has been cleared within the organization.

Different Platforms• Facebook – will be used to speak to all of our audiences – but as it is

meant to show potential employees the nature of our organization, we would have more fun in this space, as appropriate.

• Twitter – we share industry knowledge, and engage in light banter. We should never appear to be “beginners.” Our Twitter account will also celebrate our employees, clients, and other people in the industry. When speaking of employees or internal events, and when space permits, we use the #usDragons hashtag.

• LinkedIn – should be more professional in nature than all of the other platforms.

• Pinterest – we should use images that help to reflect a story of a smart approach to digital marketing.

• Blog – our blog should be intelligent and thoughtful.

Animal Lovers

Farm AnimalsAfrican

Wildlife

Domestic Animals

Fish

Birds CatsDogs

Obedience

Rescue Working

Breeds

Hounds

Toy

Terriers

Airedales

Twitter: @ricdragon

Communities

•Using keyword research to find•Existing; or you need to create?•How do you participate?•Role of Community Management

Communities

@ricdragon

Twitter: @ricdragon

Twitter: @ricdragon

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

Influencer Score Card

Twitter: @ricdragon

Twitter: @ricdragon

Distribution of effort over platforms

Twitter: @ricdragon

Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

Thank You!