Frameworks for Social Media Strategy

Chris Snider | Drake University

Jab, Jab, Jab, Right Hook

• Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape.

• Right hook - Calls to action that benefit your business.

SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk

Native Content• Content that looks and feels like any other content that

appears on a platform for which it was created.

• It is not cheesy, and it’s not obvious.

• It has “cool” factor.

• It hits your emotional center so hard you want to share it with someone else.

SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk

P-O-S-T method• P - People (who are we trying to reach)

• O - Objectives (what do we want to happen)

• S - Strategy (how will we make it happen)

• T - Technology (what tech should we use)

SOURCE: Groundswell by Li and Bernoff

E-CCCCApproach for engaging customers

• Educational/Informative: Educate people about your product/service/market to make them more informed buyers.

• Customer service: Monitor what’s being said and respond.

SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/

E-CCCC

• Community: Create an area to talk about your product.

• Curator: Help people find great content.

• Collaborator: Get your customers involved to be a part of your social efforts.

SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/

Dan Zarrella’s Hierarchy of contagiousness

The decision-making process that happens before someone shares an idea:

1. Exposed to the content

2. Aware of the content

3. Motivated by something in order to share

At each step, we can increase the number of people.

SOURCE: danzarrella.com

BLUE OCEANS• Blue Ocean Strategy suggests that an organization

should create new demand in an uncontested market space, or a “Blue Ocean,” rather than compete head-to-head with other suppliers in an existing industry.

THird Wave Framework

Third Wave FrameworkGOALS

• Business Objectives: What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?

Third Wave FrameworkSTRATEGY

• People: Who do we want to talk with? What is there to know about them? About the interests, their goals, their lives, their behavior, etc.?

• Content: What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web?

• Platforms: Where do we want to talk with them? Which platforms are the best for the people we want to reach and the content we want to talk about?

Third Wave FrameworkSETUP

• Monitoring, Analytics, Reporting: How can we listen to what people are saying about us and the topic relevant to us? How do we measure what our strategy achieves? How do we gain insight and improve our approach?

• Internal Organization: Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? What vendors need to be brought in?