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Presentation of the Social Marketology framework to the Executives Club of New Jersey, 6 December 2012
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Ric Dragon, CEO, DragonSearch - @ricdragon
Social Marketology: A Process Framework for Social Media Marketing
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Premise 1
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Social Media behaviors fall into patterns
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Premise 2
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Not all Social Media Marketing endeavors are the same
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The Brilliant Campaigns
Big BudgetsTraditional Media support
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102, 264 Like This on Facebook
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• Spreadability vs. Drillability• Continuity vs. Multiplicity• Immersion vs. Extractability• Worldbuilding• Seriality
HENRY JENKINS
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Premise 3
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Process can be applied to Social Media Marketing
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“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
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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
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"no state shall ... deny to any person within its jurisdiction the equal protection of the laws."
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• Photo of a customer persona board – but talk about how we need to do this for the brand itself too
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Brand Voice
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• Maven• Passion• Community• Promotional Voice• Others?
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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
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Communities
•Using keyword research to find•Existing; or you need to create?•How do you participate?•Role of Community Management
Communities
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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
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Distribution of effort over platforms
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