7. JDTW Facebook Publishing/Post Engagement Rate
3.00% Early Facebook Engagement with JDTW
2.00%
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009
8. JDTW Facebook Publishing/Post Engagement Rate
8.00% Social Archetyping Strategy Fully Engaged
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
September '12 October '12 November '12 December '12
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009
9. JDTW Facebook Publishing/Post Engagement Rate
8.00% Wrap-up of Engagement from December ‘09 - December 12’
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009
16. WE ALL KNOW - ALWAYS BUILD BRAND EQUITY?
.008 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
17. EVERY TOUCH POINT IS A BRAND EXPERIENCE?
.006 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
18. MAKING MEANING– EVERY MOMENT MATTERS?
.002 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL
19. MAKING MEANINGFUL CONNECTION EVERYDAY
– The New Social Storytelling
• Little pieces of stories. Digital notes.
Every day. All linking to your core.
• All related. All aligned. Interesting on
their own. Drawing people back.
Copyright - Social Symphony 2010 CONFIDENTIAL
20. SO… HOW DO WE CONNECT IN SOCIAL?
Archetypal marketing assumes peoples unfulfilled yearnings
lead them to respond on a deeper level to what is missing
Copyright - Social Symphony 2010 CONFIDENTIAL
21. MULTIPLE ARCHETYPES
HOOK OUR ASPIRATIONS
THE LOVER
THE OUTLAW THE SAGE
THE MAGICIAN
Copyright - Social Symphony 2010 CONFIDENTIAL THE HERO
22. PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE
OUTLAW
LOVER
OUTLAW
HERO
EXPLORER
HERO
Copyright - Social Symphony 2010 CONFIDENTIAL LOVER
23. EXPLORER
LOVER OUTLAW
SAGE
Copyright - Social Symphony 2010 CONFIDENTIAL HERO
24. WHAT ARE YOU GOING TO SAY TODAY?
• Talk like a person… Archetypes Humanize
– Short cut… to what things mean
• Fully form – articulate personality
– grounded in essence of brand
Copyright - Social Symphony 2010 CONFIDENTIAL
30. JD HAS OVER 2200+ POWERFUL POSTS
AND GROWING
CONFIDENTIAL
Copyright - Social Symphony 2010
31.
32. ENGAGEMENT
RATE JD BUILT ON A SOLID FOUNDATION DECEMBER
GETTING SMARTER AND BETTER EVERYDAY 2012
8.00%
7.00%
6.00%
5.00%
eMarketer
4.00% Study Ends
Social
3.00% Archetyping™
2.00%
Begins
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009