Upload
ric-dragon
View
1.171
Download
0
Tags:
Embed Size (px)
Citation preview
Ric Dragon, CEO, DragonSearch - @ricdragon
Social Marketology: A Process Framework for Social Media Marketing
@ricdragon
Premise 1
@ricdragon
Social Media behaviors fall intoPatterns
Premise 2
@ricdragon
Not all Social Media Marketing endeavors are the same
Premise 3
@ricdragon
Process can be applied to Social Media Marketing
@ricdragon
Ric Dragon @ricdragon
Ric Dragon @ricdragon
Ric Dragon @ricdragon
Engagement
•Monologue•Dialogue•Multilogue•Transactional•Gifting
Twitter: @ricdragon
@ricdragon
“Social Grooming”
@ricdragon
Commensality
@ricdragon
“Desired Outcomes”
Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits)
@ricdragon
@ricdragon
Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits)
Brand Voice
@ricdragon
• Maven• Passion• Community• Promotional Voice• Others?
Animal Lovers
Farm AnimalsAfrican
Wildlife
Domestic Animals
Fish
Birds CatsDogs
Obedience
Rescue Working
Breeds
Hounds
Toy
Terriers
Airedales
Communities
•Using keyword research to find•Existing; or you need to create?•How do you participate?•Role of Community Management
Remember your “Wispy Communities”
@ricdragon
Brand Maintenance
@ricdragon
Reputation and Crisis
@ricdragon
CommunityBuilding
@ricdragon
Influence
@ricdragon
Big Splash
The Brilliant Campaigns
Old Spice
Hoodie Remix
Pepsi Refresh
Quiksilver
Big BudgetsTraditional Media support
@ricdragon
102, 264 Like This on Facebook
@ricdragon
What did these campaigns have in common if not big budgets?
@ricdragon
Fun
@ricdragon
Unexpected
@ricdragon
Participatory
@ricdragon
Cross-Media
@ricdragon
• Spreadability vs. Drillability• Continuity vs. Multiplicity• Immersion vs. Extractability• Worldbuilding• Seriality• Subjectivity• Performance
HENRY JENKINS
@ricdragon
Coca-Cola Company, Liquid & Linked
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
Resource Allocation
Twitter: @ricdragon
Distribution of effort over platforms
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