The document discusses 7 winning social media archetypes that can be used in an engagement strategy. It describes the archetypes of The Entertainer, The Analyst, The Reporter, The Curator, The Engager, The Mobilizer, and The Advertiser. Each archetype is defined by its personality, priorities for content, and tips for tools that can be used. The document advises to pick one lead archetype and two supporting archetypes to develop an effective content strategy for an organization's social media.

1. 7 Winning Social
Media Archetypes
Social Media Engagement Strategy & Tools

2. WHAT IS
SOCIAL MEDIA
ENGAGEMENT?

3. ENGAGEMENT is how you
communicate with your followers.
It suggests how communication
should be done in social media – a
compelling, two-way conversation.

4. This is where
ENGAGEMENT fits
in your business
or organization:

6. Engagement is a key part
of the funnel of what you
want your business or
organization to achieve:
Conversions.

7. What is an
ARCHETYPE?

8. A type of personality or
voice.
A voice.

9. 7 Winning
Archetypes
7 Losing
Archetypes
The Entertainer
7 Winning
Archetypes

10. The Entertainer

11. The Entertainer
Fun Approachable
Tied to Your Brand
High Viral Potential
Personality is
the priority.
Willing to share fun and
humorous content

12. The Power of Sharable Content
Humor is the second most popular thing to share via social media.

13. The Analyst

14. The Analyst
Original Content
Uniquely Yours
Data Driven
Quality content
is key
Deliverer of high
quality information.

15. The Reporter

16. The Reporter
Original Content
Uniquely Yours
Relevant Current
Similar to
Analyst
Quick to output
content about brand.

17. TOOL TIP for Analyst and Reporter:
Queue up and schedule posts across profiles.
FREE to use

18. The Curator

19. The Curator
Reliable Aggregator
Continual Posts
On Pace with Trends
A trusted source
for all great 3rd
party content
Promotional and
conversational.

20. TOOL TIP for Curator:
Monitor social media to find relevant
content conversations to curate.

22. The Engager

23. The Engager
Full Transparency
Timely Interactions
Highly Personal
Dialog is the
priority
Personal, direct
conversations.

24. 8.8 Tweets Per Day
Tweets Sent by
@LaMichaelJames
70
Tweets Sent by
@LaMichaelJames
70
1,164
Unique People
1,513
Total Engagement
825,267
Potential Reach
5,590,976
Potential Impressions
1,164
Unique People
People that engaged with you
on Twitter
1,513
Total Engagement
Organic mentions, @Replies,
Retweets, and Favorites
825,267
Potential Reach
Combined followers of
people tweeting about your
brand (1/8/14 to 1/15/14)
5,590,976
Potential Impressions
Potential times served in all
followers' feeds 0
Followers Added
8,538
bit.ly Clicks
0
Followers Added
8,538
bit.ly Clicks
Twitter Engagement Megaphone
What happened?
How many unique people
engaged with your
account?
How many times did
these people engage?
How many people could
have seen these
Tweets?
How many impressions could
have been generated?
What started it?
Avg. Followers Per Person
Engaging Impressions Per Person
Reached
Engagements Per Person
1.3
709
6.8
TOOL TIP for Engager:
SimplyMeasured – effectively tracks key metrics:
engagements and number of people reached.

25. The Mobilizer

26. The Mobilizer
Campaign Driven
Action Focused
Supporting Content
Build a movement
Cause-oriented

27. The Advertiser

28. The Advertiser
Start Small
Test, Test, Test
Force Multiplier
Extending reach
through paid media
Esp. big brands upstarts.

29. PUTTING THE
ARCHETYPES
TO WORK

30. Picking the best
Archetype depends
on your ability to
create original
content and the
level at which
people are naturally
inclined to like or
support your
organization.
The Archetype Matrix

31. Pick one lead
archetype and
two supporting
archetypes
Ex: Sacramento Mayor
Kevin Johnson
• Lead: Engager
• Supporting: Curator,
Mobilizer
Also, aids in developing
content strategy and
activity goals.

32. 7 Losing
Archetypes
The Trend Follower: Copies
yesterday’s meme
The Broadcaster: Pushes content
one direction
The Disenegaged: Ignores relevant
conversations
The Pollyanna: Out of touch
The Poser: Mimics a better known
profile’s strategy
The Gaffer: Posts irrelevant content
The Absent: No presence or activity

33. Want to Know More?
Download the
7 Archetypes eBook to
learn more.
Contact IDMLOCO for
½ Day Personalized
Strategy Sessions.
On the web: www.idmlo.co
greetings@idmlo.co

34. Bryan Merica
IDMLOCO
•Partner at IDMLOCO,
digital marketing agency
•Board Member:
WEAVE, Inc and Capitol
Weekly
Contact Me:
bryan@idmlo.co
tw: @bmerica

35. Thank you!
Don’t be a stranger!
idmlo.co
1-855-4-LOCO-GO