2. MOST DIGITAL AGENCIES ARE FACED WITH THE
TASK OF CREATING “SBM-STRATEGIES”
WE'LL LOOK AT HOW YOU CAN MAKE A CREATIVE
ROLE MODEL FOR YOUR SOCIAL MEDIA MARKETING
CAMPAIGN.
3. THE MAJORITY OF MODERN SOCIAL MARKETING
APPROACHES ARE NOT APPLICABLE TO THE
MODERN WORLD.
MOST TECHNIQUES ARE DESIGNED FOR NON-
PROMOTIONAL PURPOSES, SO THEY DO NOT GET
RESULTS.
4. BUT WHAT'S REALLY AMAZING IS THAT THE MOST
CREATIVE METHODS REVEAL THE PROBLEMS AND
CONTRADICTIONS THAT COME FROM ENGINEERS,
PSYCHOLOGISTS, ACTORS AND ARTISTS. EACH
TECHNIQUE IS STRUGGLING WITH PSYCHOLOGICAL
INERTIA AND IS FIGHTING STEREOTYPES ON ALL
SIDES.
5. THERE IS A SYSTEM WHICH HAS BEEN DEVELOPED
BASED ON ADAPTED TECHNIQUES FROM THE
DIFFERENT FIELDS OF PSYCHOLOGY, GAME
THEORY, PROGRAMMING, AND LINGUISTICS.
WE CALL IT A SOCIAL BEHAVIOR ALGORITHM.
6. THE MAJORITY OF DIGITAL MARKETING
AGENCIES ARE LOOKING TO ADAPT THE “SBA-
STRATEGIES".
7. How can brands communicate via
social media?
Where should brands
communicate?
8. DO WE NEED TO POST
"FUNNY, ATTRACTIVE STATUSES" AND
PICTURES ON ONE OF THE THREE SOCIAL
NETWORKS EVERY DAY ?
9. WE SUGGEST USING SLIGHTLY MODIFIED
TECHNIQUES TO BUILD CREATIVE SOCIAL
AWARENESS, THESE TECHNIQUES COME FROM
PSYCHOLOGY AND SOCIOLOGY.
11. COMMUNICATION
It may sound familiar, but the key word in the
problem is "communication." We often forget that
any SB-communication requires a response, and to
this answer we need to provide another question,
and so on. When such communication exists, it’s
called "Transaction" (by Eric Berne), and it
develops the social communication between two or
more people.
12. TRANSACTIONS
Transactions consist of a combination of scenarios
in which people begin to act and make decisions
including buying goods, marriage, going on
vacation etc. A similar scenario can be found in
folklore, fairy tales, religion, and mythology. Scripts
are passed from one person to another, from one
community to another, from one generation to
another and allow us to develop patterns of
behavior.
13. REAL PERSON = BRAND
Receipt is very simple: we are substituting real
person with brand. The task is to build some type of
transactional messages and to analyze previously-
obtained brand communication history.
14. 3 TYPES OF TRANSACTIONS
Transaction can be addressed to one of the
following three: 1) I am a parent, 2) I am an adult or
3) I am a child. The theory is responsible for every
one of the state assessments of reality and action.
Simplistically, each state is responsible for the
following: The parent controls the teaching and
wisdom inherent in the cultural setting and moral
values; the adult is responsible for rationality,
training, skills, and facts while the child represents
an irrational perception, emotions, hurt, and joy.
15. It’s very important for us to understand what exactly
the "I" becomes with a particular brand in its
advertising communication, because in this case
we can calculate the correct response transaction.
16. ADULT-> ADULT, ADULT -> CHILD BEHAVIOR
MODELS
The next level of analysis is the presence of hidden
transactions. This happens when we say one thing,
but assume another. For example: "Sorry, you have
no money to buy this car," says Bentley, acting as
one adult to another. And actually means: "Ha-ha!
There is no money in your pocket! Loser!” In this
case Bentley is speaking to us as one baby to
another. And this kind of behavioral transaction
makes us go to the bank, apply for a loan, and buy
the car.
18. TARGET AUDIENCE
This is the key step where we start to design our
social media strategies.
As a role model, you choose a community which
could feature in the life of the consumer. The
community includes a kindergarten, a circus, a fair,
etc. The target audience is part of the community,
which is formed by transaction roles and requires
specific behavior, based on the community polices.
19. ASSIGN EACH ROLE
You start to design all behavior models, giving all the
"roles of the community" users, moderators (brand),
brand ambassadors, trolls, spammers - in short, to all
segments of the group which you expect to attract.
21. YOU CAN CREATE THE MODEL, WHICH IS
FAMILIAR TO THE CONSUMER TO ADAPT TO
THE PARTICULAR MODEL
22. BUILDING THE COMMUNITY
By populating your brand transactions, you are
building the community, creating a wave of your
brand information and responding as you predict the
strategy.
23. A 90% OF THE GROUPS IN THE MEDIA TODAY
APPEAR TO BE A CIRCUS.
CLOWNS ON A STAGE ARE ENTERTAINING THE
AUDIENCE WITH THEIR TRICKS WHILE THE
AUDIENCE LAUGHS.
25. STEP 3: MECHANICS ACTIVATION
Crete a mechanism of activation, which is the
available tool to your target audience. “Social voice”
can help you to activate it. Try to go beyond the usual
social media (FB, DC, VC) and imagine what other
platforms you can use to work out the model. There is
also Wordpress, Pinterest, Linkedin Answers, Glabex,
Forums, Skype and Games Charts. All of these are
social media platforms where a dialogue is the center
of communication, which is the transaction or role-
based interaction in a social hierarchy.
26. HAVING ESTIMATED VERTICAL TOOLS, PROCEED TO
THE FORMATION OF THOSE TOOLS THAT YOU NEED
TO COMMUNICATE EFFECTIVELY.
All of these elements are the details for you
mechanism for further dialogue with the user over
time. You begin to understand what form you need to
submit topics, contests, and games in.
27. DETERMINE THE "HUB" I.E. THE MAIN PLACE
FOR PUBLISHING CONTENT. CHOOSE THE
NEW, FAST-GROWING SERVICE CALLED
GLABEX.COM.
28. REMEMBER, YOUR GOAL IS TO CREATE A DIGITAL-
TOOL FOR THE USER WHICH UTILIZES FAMILIAR
ITEMS AND SCENARIOS, THROUGH WHICH THE
USER CAN UNDERSTAND AND ACCEPT THE
MESSAGE FROM THE BRAND.
29. WE NEED TO FIND THE MOST APPROPRIATE
ASSOCIATIVE MAPPING. ON THE ONE HAND, WE
ARE ALLOWED TO MOVE AWAY FROM A STRICT
ANALYTICS MODEL AND ASSOCIATE THE ROOT
OBJECT WITH DIFFERENT LEVELS: CULTURAL,
GOVERNMENTAL, SOCIAL, AND SO ON TO KEEP
CONNECTED WITH THE "PARENT" AND THUS IT IS
LOGICAL TO PURSUE THE IDEA.
