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Social media-process-bizbuzz

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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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Social media-process-bizbuzz

  1. 1. Herding Cats and Chasing Whales: Process in Social Media Marketing Ric Dragon, CEO, DragonSearch - @ricdragon
  2. 2. Premise 1 Social Media behaviors fall into patterns@ricdragon
  3. 3. Premise 2 Process can be applied to Social Media Marketing@ricdragon
  4. 4. Premise 3 Not all Social Media Marketing endeavors are the same@ricdragon
  5. 5. The Social MediaPlatform PatternPyramid Ric DragonRic Dragon @ricdragon
  6. 6. Self-identification
  7. 7. Self-identification
  8. 8. Self-identification
  9. 9. Self-identification
  10. 10. Self-identification
  11. 11. 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
  12. 12. Connecting, or group forming
  13. 13. Connecting, or group forminghttp://inmaps.linkedinlabs.com
  14. 14. “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
  15. 15. Engagement •Monologue •Dialogue •Multilogue •Transactional •Gifting
  16. 16. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  17. 17. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  18. 18. Brand Voice@ricdragon
  19. 19. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
  20. 20. Voices@ricdragon
  21. 21. Voices@ricdragon
  22. 22. Voice- Community VoicesTwitter: @ricdragon
  23. 23. Voices@ricdragon
  24. 24. Voices@ricdragon
  25. 25. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  26. 26. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  27. 27. Communities •Using keyword research to find •Existing; or you need to create? •How do you participate? •Role of Community Management
  28. 28. Any Major influencers emerging?Berkeley Music Students
  29. 29. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  30. 30. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  31. 31. The Brilliant Campaigns
  32. 32. The Brilliant Campaigns Ric Dragon | DragonSearch | @ricdragon
  33. 33. A Process-Based Approach Desired Outcomes Measure & Who Are Renew WE? Creative Who Are Solutions THEY? Who Where are Influences? they?Twitter: @ricdragon
  34. 34. •They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Amplification•Like more
  35. 35. Balanced Scorecard Financial Learning & Customer Growth Internal Business Process
  36. 36. •They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more
  37. 37. Benchmarking • Facebook • Twitter • Blogs • Newsletters • Press Releases • General SearchTwitter: @ricdragon
  38. 38. Focus Plan Document Focus-Plan • Budget time and resources – Budget? – Your Time? – Staff Time?Twitter: @ricdragon
  39. 39. Focus Plan Document Focus Plan • Facebook – 60% • Twitter – 20% • Flickr – 20%Twitter: @ricdragon
  40. 40. Focus Plan Document Focus PlanTwitter: @ricdragon
  41. 41. Focus Plan Document Focus Plan Document 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 likersTwitter: @ricdragon
  42. 42. In Flight In FlightTwitter: @ricdragon
  43. 43. In Flight In Flight • Creative Time/Brainstorming • Twitter/FB Flash Mob Internally • Work off of the Audience Brainstorm • Develop Champions for different mediaTwitter: @ricdragon
  44. 44. Monitoring & Listening Monitoring and Listening • Google Alerts • Facebook Trends • Tools for archiving Twitter • Professional Tools (Raven, Radian6)Twitter: @ricdragon
  45. 45. Monitoring & Listening MonitoringTwitter: @ricdragon
  46. 46. Renew@ricdragon
  47. 47. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

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