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Presentation on social media marketing process at Biz Buzz Social Media Marketing Conference #BBSMC 2011, Syracuse, NY
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Ric Dragon, CEO, DragonSearch - @ricdragon
Herding Cats and Chasing Whales: Process in Social Media Marketing
Premise 1
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Social Media behaviors fall into patterns
Premise 2
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Process can be applied to Social Media Marketing
Premise 3
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Not all Social Media Marketing endeavors are the same
Ric Dragon @ricdragon
The Social Media Platform Pattern Pyramid Ric Dragon
Self-identification
Self-identification
Self-identification
Self-identification
Self-identification
Connecting, or group forming
"The nearer two individuals are to each other in space, the more do they owe to each other their immediate attention and acceptance, their first love" – Dr. Jacob Levi Moreno
Connecting, or group forming
“SETS” are another way of looking at it…
•Bald guys•Middle-aged guys•Marketing Professionals•Artists•Fathers•Member of the Dragon family•Denizen of Kingston, NY (and New York, the Catskills, Ulster County, & the Hudson Valley)•People who like samurai movies•Toyota drivers•People in this webinar
Engagement
•Monologue•Dialogue•Multilogue•Transactional•Gifting
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
Brand Voice
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Brand Voice
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• Maven• Passion• Community• Promotional Voice• Others?
Voices
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Voices
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Voice- CommunityVoice- Community
Twitter: @ricdragon
Voices
Voices
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Voices
@ricdragon
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
Communities
•Using keyword research to find•Existing; or you need to create?•How do you participate?•Role of Community Management
Berkeley Music Students
Any Major influencers emerging?
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
The Brilliant Campaigns
The Brilliant Campaigns
Ric Dragon | DragonSearch | @ricdragon
A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Amplification•Like more
Financial
Learning & Growth
Internal Business Process
Customer
Balanced Scorecard
•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more
Benchmarking
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• Facebook• Twitter• Blogs• Newsletters• Press Releases• General Search
• Budget time and resources– Budget?– Your Time?– Staff Time?
Focus Plan DocumentFocus Plan Document
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Focus-Plan
• Facebook – 60% • Twitter – 20%• Flickr – 20%
Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus Plan
Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus Plan
Facebook– Post once per day: images, video, new product,
event, etc.– Gift 5 times per day: like others posts, engage,
etc.– Monitor each day: every engagement is
responded to– Build fans each day: find quality, targeted likers
Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus Plan Document
In FlightIn Flight
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In Flight
• Creative Time/Brainstorming• Twitter/FB Flash Mob Internally• Work off of the Audience Brainstorm• Develop Champions for different media
In FlightIn Flight
Twitter: @ricdragon
In Flight
• Google Alerts• Facebook Trends• Tools for archiving Twitter• Professional Tools (Raven, Radian6)
Monitoring & ListeningMonitoring & Listening
Twitter: @ricdragon
Monitoring and Listening
Monitoring & ListeningMonitoring & Listening
Twitter: @ricdragon
Monitoring
Renew
@ricdragon
