Social media-process-bizbuzz
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Ric Dragon, CEO, DragonSearch - @ricdragon
Herding Cats and Chasing Whales: Process in Social Media Marketing
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Premise 1
@ricdragon
Social Media behaviors fall into patterns
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Premise 2
@ricdragon
Process can be applied to Social Media Marketing
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Premise 3
@ricdragon
Not all Social Media Marketing endeavors are the same
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Ric Dragon @ricdragon
The Social Media Platform Pattern Pyramid Ric Dragon
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Self-identification
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Self-identification
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Self-identification
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Self-identification
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Self-identification
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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
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Connecting, or group forming
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“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
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Engagement
•Monologue•Dialogue•Multilogue•Transactional•Gifting
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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Brand Voice
@ricdragon
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Brand Voice
@ricdragon
• Maven• Passion• Community• Promotional Voice• Others?
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Voices
@ricdragon
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Voices
@ricdragon
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Voice- CommunityVoice- Community
Twitter: @ricdragon
Voices
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Voices
@ricdragon
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Voices
@ricdragon
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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Communities
•Using keyword research to find•Existing; or you need to create?•How do you participate?•Role of Community Management
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Berkeley Music Students
Any Major influencers emerging?
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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The Brilliant Campaigns
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The Brilliant Campaigns
Ric Dragon | DragonSearch | @ricdragon
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A Process-Based Approach
Twitter: @ricdragon
Desired OutcomesWho Are
WE?
Who Are THEY?
Where are they?
Who Influences?
Creative Solutions
Measure & Renew
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•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Amplification•Like more
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Financial
Learning & Growth
Internal Business Process
Customer
Balanced Scorecard
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•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more
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Benchmarking
Twitter: @ricdragon
• Facebook• Twitter• Blogs• Newsletters• Press Releases• General Search
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• Budget time and resources– Budget?– Your Time?– Staff Time?
Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus-Plan
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• Facebook – 60% • Twitter – 20%• Flickr – 20%
Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus Plan
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Focus Plan DocumentFocus Plan Document
Twitter: @ricdragon
Focus Plan
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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
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In FlightIn Flight
Twitter: @ricdragon
In Flight
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• 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
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• Google Alerts• Facebook Trends• Tools for archiving Twitter• Professional Tools (Raven, Radian6)
Monitoring & ListeningMonitoring & Listening
Twitter: @ricdragon
Monitoring and Listening
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Monitoring & ListeningMonitoring & Listening
Twitter: @ricdragon
Monitoring
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Renew
@ricdragon