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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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