Social Media Framework

The rules of brand engagement have changed. For one, evolving media platforms require us to think differently about campaign lifecycles. It’s no surprise that our strategy is now shaped by the environments of our communication. Interestingly, some of these evolving media platforms allow for a number of lifecycle variations within the same platform. Come take a look at three different conversion models within social media.

Many of the clients I've been consulting for have interesting notions about social media. One common idea is that social media is an ongoing effort and doesn't conform to normal lifecycle rules.

The Social Media Lifecycle Framework

I would agree that social media initiatives are different than many other campaign models, but I do think most initiatives deliver a higher ROI when the following lifecycle framework is considered & followed.

Conversion Funnel

Monologue: A broadcast form of communication that works well for creating initial awareness. Before broadcasting your message, be sure to craft your message by listening to what people are already saying about you.

Conversion A: Converts users who have simply heard of you, to users who want to have a conversation with you.

Conversation: A participatory form of communication that works well after you've created a community. Not everyone in you're community will feel comfortable engaging in conversations, which means your community needs to be large enough to support multiple levels of participation.

Conversion B: Converts users who are participating in conversations, to those who will take your message & use it to influence others.

Influence: An extended form of conversation that works well when influential community members believe your message. Influential communication is effective at achieving perfect conversion.

Perfect Conversion

Conversion C: Fulfilment of the end objective. This is where the user is converted to customer.

Advocacy: Customer advocacy may occur if users expectations have consistently been met or exceeded. This refers to the entire customer experience; not just through social media. At this stage, customer advocacy can occur at any time.

Amplification Funnel

Customer Service/ Support: A system that ensures customers are satisfied with their purchase.

Conversion D: Converts users who are satisfied, to users who are engaged with your comity & are actively seeking further engagement.

Community Engagement: A system that allows users to interact & share information about being your customer. (i.e. A Burger King campaign connecting personal trainers with Burger King customers. This type of campaign could be used to connect frequent customers with the resources necessary to 'burn-off' their favourite Burger King meals.)

Conversion E: Converts engaged community members to participants within the conversion funnel of a product extension.

Extensions: This can be considered the beginning of a new conversion funnel or the end of the current amplification funnel. This is where customers learn about something else you sell. (i.e. A digital agency that also offers search strategy.)

You can now begin the life cycle again.

Source - The Jordan Rules