Ric Dragon, CEO, DragonSearch - @ricdragon

Social Marketology: A Process Framework for Social Media Marketing

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Premise 1

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Social Media behaviors fall intoPatterns

Premise 2

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Not all Social Media Marketing endeavors are the same

Premise 3

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Process can be applied to Social Media Marketing

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Ric Dragon @ricdragon

Ric Dragon @ricdragon

Ric Dragon @ricdragon

Engagement

•Monologue•Dialogue•Multilogue•Transactional•Gifting

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“Social Grooming”

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Commensality

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“Desired Outcomes”

Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits)

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Brand Voice (Jennifer Aaker’s 5 Brand Personality Traits)

Brand Voice

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• 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”

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Brand Maintenance

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Reputation and Crisis

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CommunityBuilding

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Influence

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Big Splash

The Brilliant Campaigns

Old Spice

Hoodie Remix

Pepsi Refresh

Quiksilver

Big BudgetsTraditional Media support

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102, 264 Like This on Facebook

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What did these campaigns have in common if not big budgets?

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Fun

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Unexpected

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Participatory

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Cross-Media

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• Spreadability vs. Drillability• Continuity vs. Multiplicity• Immersion vs. Extractability• Worldbuilding• Seriality• Subjectivity• Performance

HENRY JENKINS

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Coca-Cola Company, Liquid & Linked

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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

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Resource Allocation

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Distribution of effort over platforms

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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

Ric Dragon, DragonSearchdragon@dragonsearch.net Twitter: @ricdragon

Q&A