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The Seven Archetypes for Winning Social Media Engagement
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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
Bryan MericaIDMLOCO
•Partner at IDMLOCO, digital marketing agency•Board Member: WEAVE, Inc and Capitol Weekly
Contact Me: [email protected] tw: @bmerica
Thank you!
Don’t be a stranger!
idmlo.co1-855-4-LOCO-GO
