Frameworks to use to build a social media strategy.

1. Frameworks for
Social Media Strategy
Chris Snider | Drake University

2. 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

3. 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

4. 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

5. E-CCCC
Approach 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/

6. 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/

7. 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

8. 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.

9. THird Wave Framework

10. 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?

11. Third Wave Framework
STRATEGY
• 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?

12. Third Wave Framework
SETUP
• 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?