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

Connecting, or group forming

http://inmaps.linkedinlabs.com

“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

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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

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Voices

Voices

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Voices

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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

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

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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

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In Flight

• Google Alerts• Facebook Trends• Tools for archiving Twitter• Professional Tools (Raven, Radian6)

Monitoring & ListeningMonitoring & Listening

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Monitoring and Listening

Monitoring & ListeningMonitoring & Listening

Twitter: @ricdragon

Monitoring

Renew

@ricdragon

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

Thank You!