Frameworks forSocial Media Strategy

Chris Snider | Drake University

Marketing Funnel

Traditional advertising thrives on mass reach and repetition, with the hope that people become buyers.

Social media puts much more conversation in the middle (asking friends for recommendations) and lets

the brands join that conversation as well.

Jab, Jab, Jab, Right Hook

• Jabs: Lightweight pieces of content that benefit your customers

• Right Hooks: Calls to action for your business

• You must spend a lot of time jabbing if you’re going to land your right hooks

Source: Jab, Jab, Jab, Right Hook by Vaynerchuk

POST 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

Exercise: Pick a company and go through POST.

E-CCCC

•Approaches 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 Zarella’s Hierarchy of Contagiousness

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

• 1. Exposed to content (potentially see)

• 2. Aware of content (actually see)

• 3. Motivated by something in order to share

At each step we can increase the number of people.

...you are (pick a company) on Facebook

• How can you get more people exposed to your content? (like page)

• How can you get more people aware of your content? (reach)

• How can you motivate people to share your content? (shares)

Maslow’s Hierarchy of Needs

According to humanist psychologist Abraham Maslow, our actions are motivated in order to achieve certain needs.

Important thing for

social: It’s not about your

needs, it’s about their needs.

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.

Drake University has been an early adopter of new platforms

Third Wave Framework

Third Wave Framework

• Goals

• 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 Framework• Strategy

• People: Who do we want to talk with? What is there to know about them? About their 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 Framework

• Setup

• Monitoring, Analytics, Reporting: How can we listen to what people say 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? Which vendors need to be brought in?

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