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Enable, Engage and Evaluate:
Introducing the 3E Social Media
Strategy Canvas Based On The
European Airline Industry
Dr. Ro...
INTRODUCTION
Osterwalder & Pigneur (2010): Business model generation as a background idea
Only a few social media strategy frameworks in literature
Kietzmann e.a. 2011)
Effing & Spil, 2016
SYSTEMATIC
LITERATURE
REVIEW
enable
Preparing and and setting up
social media activities and
campaigns
engage
Reaching out, getting
attention of certain target
audiences and interacting
with them
evaluate
Various ways of using data,
statistics and insights to
learn, adapt and measure
activities on social media
and th...
COMPARATIVE
CASES
AIRLINES
airline 1
“Through our social media
channels we build a
relationship with our fans and
respectively potential
customers an...
airline 2
“The post with the highest
number of likes included a
hint about an ending
competition, in which users
were able...
airline 3
“We are easily capable to
earn back our investments …
you see conversion rates
increase as high as 900
percent”
3E SOCIAL MEDIA
STRATEGY
CANVAS
CONCLUSIONS
- A one size fits all social strategy does not
exist but the strategy is contingent to the
situation and envir...
QUESTIONS
Keep in touch!
r.effing@saxion.nl
r.effing@utwente.nl
linkedin.com/in/effing
Enschede, The Netherlands
Universit...
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry
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Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry

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IFIP I3E2016 Conference on
e-Business, e-Services and e-Society:
Social Media: The Good, the Bad, and the Ugly: Presentation of the 3E Social Media Strategy Canvas as presented on Wednesday September 14 2016.

Publicada em: Mídias sociais
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Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry

  1. 1. Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The European Airline Industry Dr. Robin Effing, Dr. Ton Spil & Menno Both Ms.C. @robineffing IFIP I3E2016 Conference on e-Business, e-Services and e-Society: Social Media: The Good, the Bad, and the Ugly
  2. 2. INTRODUCTION
  3. 3. Osterwalder & Pigneur (2010): Business model generation as a background idea
  4. 4. Only a few social media strategy frameworks in literature Kietzmann e.a. 2011) Effing & Spil, 2016
  5. 5. SYSTEMATIC LITERATURE REVIEW
  6. 6. enable Preparing and and setting up social media activities and campaigns
  7. 7. engage Reaching out, getting attention of certain target audiences and interacting with them
  8. 8. evaluate Various ways of using data, statistics and insights to learn, adapt and measure activities on social media and the desired effects
  9. 9. COMPARATIVE CASES AIRLINES
  10. 10. airline 1 “Through our social media channels we build a relationship with our fans and respectively potential customers and generate direct feedback this way.”
  11. 11. airline 2 “The post with the highest number of likes included a hint about an ending competition, in which users were able to win two flight tickets.”
  12. 12. airline 3 “We are easily capable to earn back our investments … you see conversion rates increase as high as 900 percent”
  13. 13. 3E SOCIAL MEDIA STRATEGY CANVAS
  14. 14. CONCLUSIONS - A one size fits all social strategy does not exist but the strategy is contingent to the situation and environment of an organization - Further research is necessary to adjust the framework and develop its underlying building bricks - The canvas also provides other studies with a comparative framework for evaluation - The question remains whether companies who have a comprehensive plan do better than those who start right away experimenting without underlying plans
  15. 15. QUESTIONS Keep in touch! r.effing@saxion.nl r.effing@utwente.nl linkedin.com/in/effing Enschede, The Netherlands University of Twente, Enschede, The Netherlands Saxion University of Applied Sciences, Enschede, The Netherlands Both Social, Enschede, The Netherlands

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