Tag Archives: Social Media Marketing Framework

The three E’s of social media: Educate, entertain and engage

The first time I heard about the three E’s was when I was interning with Ivy Social. I attended Social School, which is a workshop hosted by the legendary Queens of Ivy Social and Good Day PR, focusing on all things social media. I had already learned so much in the first few weeks of my internship but this? This really laid the foundations for me (…and everyone else in attendance).

All too often, we’re seeing brands being on Facebook or Instagram just for the sake of it or because they think they have to be… which, to be honest, isn’t ideal in any shape or form. It’s like playing professional tennis and knowing that the backhand is one of the strokes you can use but not fully understanding how really important it is in the game. If you know just how critical your backhand is, then wouldn’t you train yourself to have a killer one and in turn, get pretty far in a tournament? Yes, yes you would. 🎾

Think of social media like you think of tennis. When you play tennis, you need to understand the game, its rules and the purpose of each stroke in order to get to a particular place, where you’ll likely reap the benefits – social media is no different.

…yeah, I just tried to use tennis as a metaphor. 😂


Educate

No matter your industry, your business, your brand, your personality; you have something to offer. So, why not share it?

Why not educate your audience?

Why not show them that you know what you’re talking about?

Why not tell them why you do what you do?

Don’t get me wrong, you have a product or service to sell. That’s important. The reality is that your audience isn’t going to care, they’re not going to listen to you, they’re not going to use your product or service if all you do is sell, sell and always sell. People don’t always like being marketed to so be creative in how you do it through all the platforms available to you.

For example, one of my clients is a sports technology company with the vision to help athletes reach their goals and become their best through velocity-based training. Rather than consistently sell their product to our audience, we tell them about this type of training and how this product can help them. ⚡️

Why? Because not every athlete is going to understand velocity-based training, let alone the purpose of this particular device. So, we provide valuable content that people are likely to read. The idea is that it gets them thinking about how they train, which leads to them considering purchasing the device, which results in a positive experience that they share with others.


Entertain

I’ll keep this one short and sweet: don’t be boring. 💥

The easiest way to do this is to make use of what each platform offers you. Use photos and videos but make them interesting by putting your brand personality at the forefront of all that you do. Use polls, ask questions – use it all if you really want to!

Take Public Bar as an example. It’s just another bar in Canberra, right? I’m clearly biased but I think it’s one of the best bars in town. There are so many great qualities to the place but the downside is that the hospitality industry here is booming. At the surface, every bar in Canberra is just like the next one: an awesome set of staff, cool cocktails, great wine list, delicious food – even Happy Hour. Everyone has Happy Hour. You just need to dig a little deeper and pull out that brand personality that I keep going on about.

If you humanise your business, you’ll connect with your loyal customers or reach a new pool of people that are likely to convert into loyal customers.

So, how do I do this with Public?

  1. I put names to faces, especially the staff that have been working there for years. People love to see people that they recognise. Actually, they love to see people in general.
  2. I create a subtle and friendly competition between two managers using the polls feature on Instagram. I’ve asked who does better latte art or who’s going to make the most Espresso Martinis. People froth over this kind of stuff.
  3. I write captions in a conversational manner. Similar to my last blog post, ‘How to write content for social media’, steer clear from one-liners (…because they’re boring).

Find ways to entertain your audience to keep them looking for more instead of feeling like they’re constantly being sold to.


Engage

Given that social media is actually called social media, then it makes all the sense in the world to do just that: be social. Surprisingly enough, there are businesses out there who receive a decent amount of comments and don’t respond to them. 🚫

Would you ignore a compliment in person?

What about a complaint?

How about a question?

Would you ignore a customer?

No, you wouldn’t. And you definitely shouldn’t. The same goes for your online activity. Respond to every comment, like every photo you’re mentioned or tagged in – you can even share photos to your Instagram stories if you want to. The more you engage, the more a platform likes you, the more your content is visible, the more people see your stuff, the more you grow. Get it now? 🙌


Just like your backhand in tennis, the three E’s of social media will get you to a place where you continuously progress. If you educate your audience, entertain and engage with them – then your presence will soar.

Finance this, social that

Financial services? Ugh. 😩

It’s definitely not my industry of choice, but what I am interested in is how it used social media to embrace its power and adapt to consumer demand.

And that’s exactly what we’re going to talk about today. 🗣

The foundation of social media may be “to be social” (Coates & Iannelli, 2019), but that’s no longer the only function. The beauty is that it’s now used for collaboration and integration (Eldridge, 2017). Many firms are utilising online platforms to improve customer service, monetary transactions and determining your chances of getting a loan (Eldridge, 2017)! 💰


To freshen your memory, the Social Media Marketing Framework (SMMF) consists of four dimensions that are used in order to develop a digital strategy (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). The dimensions are:

  1. Scope
  2. Culture
  3. Structure
  4. Governance (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019).

Scope

If we recall my blog post on Keeping up with Kylie Jenner, I mentioned that the scope is based on how social media platforms are used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). The two types of scope include being a defender or an explorer (Felix et al., 2016). 👀

Being a defender is all about your brand communicating to the audience, and shying away from the risk of consumers speaking negatively about you and/or your brand (Felix et al., 2016).

In contrast, the scope of an explorer allows the opportunity for your brand’s audience to say whatever they like, whenever they like about you – and have you respond, in return (Felix et al., 2016). #Engagement 🔛

Image 1: Banks engaging with consumer issues (Westpac, 2019)

The industry saw social media as a threat (Chaffey & Ellis-Chadwick, 2019), and as such, would have acted within the scope of a defender due to its risky nature. However, since the transition to digital, we can notice a shift in customer service.

The traditional method of word-of-mouth is stronger on social media platforms, and customers are more likely to publicise their concerns digitally (Eldridge, 2017). The use of these channels provided the opportunity for banks to engage with their customers, and enhancing their relationships (Eldridge, 2017).

Culture

When discussing the second dimension of culture, we’re talking about the different uses of social media. (Chaffey & Ellis-Chadwick, 2019). What I mean by this is that culture within the SMMF is either conservative or modern (Felix et al., 2016).

If a culture is conservative, then you recognise social media as a means of mass-marketing, with the capacity to reach a large audience (Felix et al., 2016).

If a culture is modern, then you embrace platforms as a collaborative opportunity to engage with your consumers (Felix et al., 2016; Chaffey Ellis-Chadwick, 2019).

Marketing within the financial services industry continue to use traditional media, but have adapted to the rise of online media which enforces banks to change when the social environment changes (Eldridge, 2017).

For example, American Express demonstrates social media integration by linking their consumers’ credit card with their profiles on Facebook and FourSquare (Eldridge, 2017). This allows the Amex user to have access to deals based on likes and check-ins (Eldridge, 2017). 💸

Image 2: American Express credit card (American Express, 2019)

(… surely I’m not the only one who thinks this is cool?!) 😮

Structure

This dimension refers to how social media is implemented and operated into your marketing strategy (Felix et al., 2016). A hierarchy structure is where someone has 100% control, whereas a network is more about collaborating as a team (Felix et al., 2016). 🌐

It’s quite evident that this industry operates within a network structure as:

“Lenders are now using social media to credit rate applicants, and banks are asking people to use social media for references” (Eldridge, 2017).

Additionally, DenizBank in Turkey has offered banking services through Facebook (Eldridge, 2017). Customers have access to their account and manage their expenses (Eldridge, 2017).

Governance

Governance refers to how online platforms are literally used in terms of content (Felix et al., 2016).

Autocracy is similar to a hierarchal structure. There is a procedure and a protocol that must be followed when publishing content and providing information to your audience (Felix et al., 2016).

In contrast, anarchy allows you the freedom to post whatever you please (Felix et al., 2016). 🤷🏻‍♀️

The financial services industry implemented particular policies based on social media usage (Eldridge, 2017). Often, there are situations where customers will have serious conversations with their bank. It is important to maintain a customer relationship and ensure that such conversations remain private and are not published online (Eldridge, 2017).


The Social Media Marketing Framework allowed the financial services industry to adapt and embrace the benefits of social media through the four dimensions of scope, culture, structure, and governance (Felix et al., 2016; Eldridge, 2017; Chaffey & Ellis-Chadwick, 2019).

Not only did the industry apply policies, but it integrated its regular services (e.g. online banking, transferring money, etc.) to social media platforms (Eldridge, 2017).

I know today’s blog was a bit dry, but it’s still interesting to see the powerful impact of social media, don’t ya think?! 📱

VP. ✨


References

American Express. (2019). The American Express Platinum Card. American Express [Online]. Retrieved from: https://www.americanexpress.com/au/credit-cards/the-platinum-card/?linknav=au-amex-cardshop-allcards-learn-platinumCard-carousel

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.

Eldridge, R. (2016). How Social Media Is Shaping Financial Services. Huffpost [Online]. Retrieved from: https://www.huffpost.com/entry/how-social-media-is-shapi_b_9043918?guccounter=1

Westpac [@Westpac]. (2019). Facebook profile. Retrieved from: https://www.facebook.com/Westpac/

Keeping up with Kylie Jenner

Kylie Jenner’s boyfriend flooded her house with rose petals on the week of her birthday (Cartwright, 2019)… 🌹

My boyfriend just bought a house in Brisbane so same thing, right? A girl can dream.

(… I like to pretend he bought it for me lol #StudentLife)

Image 1: Screenshot of Kylie Jenner’s Instagram video on the week of her birthday (Kylie Jenner, 2019b)

Okay, so what about Kylie Jenner?

22 million followers on Facebook (2019a).

28 million on Twitter (2019c).

144 million on Instagram (2019b).

And that’s just for her personal social media accounts alone – she has two businesses so just imagine how many followers she has when combining all three accounts for each platform (… a lot). Lol wot. 😲 #YeahSame

Image 2: Kylie Jenner, CEO and Owner of Kylie Cosmetics and Kylie Skin (Kylie Jenner, 2019b)

Today, we’re here to talk about Kylie Jenner and her success within social media, applying the Social Media Marketing Framework (SMMF).

“Social media marketing is an interdisciplinary and cross-functional concept that uses social media to achieve organisational goals by creating value for stakeholders.”

(Felix et al., 2016, p. 123)

The SMMF is used as a basis for social media strategy and proposes four dimensions:

  • Scope
  • Culture
  • Structure
  • Governance (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019).

Scope

This refers to how social media platforms are used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Within this, you can either be a defender or an explorer (Felix et al., 2016). If you’re a defender, you’re all about communicating yourself to your audience whereas if you’re an explorer, you’re consistently seeking out “integration, interaction and collaboration” (Felix et al., 2016, p. 121).

Neither are right or wrong. I personally believe it just depends on your social media strategy and goals. 📈

The Kylie Cosmetics line uses #KylieCosmetics to encourage consumers to showcase their love for the brand, and the use of the brand’s makeup products (Chaffey & Ellis-Chadwick, 2019). By doing this, it allows her audience to be seen and organised under her specific category within the algorithm (the “behind-the-scenes” of social media platforms (Coates & Iannelli, 2019)).

Culture

Culture proposes the differences in the usage of social media (Chaffey & Ellis-Chadwick, 2019). On one hand, you can observe the channel as a means of mass-marketing, with the ability to reach a multitude of people and increasing risk of negative brand perception (Felix et al., 2016). On the other, you can embrace social media as the means of what it is: social (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019; Coates & Iannelli, 2019).

As Kylie has such a dominant online presence, it’s evident that she takes control of her platforms and presents herself in an authentic and truthful way. For example, she consistently posts personal images or videos of her lifestyle, her career, and her daughter (Chaffey & Ellis-Chadwick, 2019).

Image 3: Screenshot of Kylie Jenner’s Instagram post with sister, Kendall Jenner, as infants

Structure

How do you implement social media into your marketing strategy? 🤔

Do you operate within a hierarchy or network? 🌐

The hierarchy structure refers to having 100% control, and the network structure is more about collaboration and giving the responsibility of content to everyone (Felix et al., 2016).

In this day and age (and in this particular industry), is there even a top dog?

As I said, social media is all about being social (Coates & Iannelli, 2019), so why not be social on the platform and behind it?

A hierarchal structure may be relevant in terms of a particular department having the responsibility of the platforms, but everyone within that department will have a role to play (Felix et al., 2016).

For Kylie Cosmetics, I can just assume that she’s got a team working on the socials for Kylie Cosmetics and Kylie Skin because of how big she is within the industry.

Governance

The final dimension refers to how social media is actually used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Here, we’ve got autocracy and anarchy (Felix et al., 2016).

Autocracy falls under the hierarchal structure, in that you have a protocol that you must follow when posting content online (Felix et al., 2016). The anarchy approach is the complete opposite: you’re free to post whatever you want (Felix et al., 2016).  

In my personal opinion, I see a combination of the two. My perception of, let’s say Instagram, is that your posted content (this is what i’s seen on your feed) should have protocol to an extent. Kylie Skin, a brand dedicated to skincare, wouldn’t really be posting about an office printer, would it? Rather, it would be posting its products or its consumers using its products to showcase its quality. Whereas Instagram Stories would be where you post yourself using the office printer (… perhaps printing off invoice receipts for orders that need to be shipped out to consumers?)  

Image 4: Screenshot of Kylie Skin’s Instagram grid (Kylie Skin, 2019)

Whether you love her or hate her, Jenner is the ultimate influencer, and is royalty in the social media industry. 👑 #KeepUp

What do you think about Kylie’s social media success?

VP. ✨


References

Cartwright, L. (2019, August 11). Kylie Jenner celebrates 22nd birthday with week-long festivities. News.com.au [Online]. Retrieved from: https://www.news.com.au/entertainment/tv/reality-tv/kylie-jenner-celebrates-22nd-birthday-with-weeklong-festivities/news-story/6fa49ee23d9f3e81e7a9d9a159549c2b

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.

Kylie Jenner [@KylieJenner]. (2019a). Facebook profile. Retrieved from: https://www.facebook.com/KylieJenner/

Kylie Jenner [@kyliejenner]. (2019b). Instagram profile. Retrieved from: https://www.instagram.com/kyliejenner/

Kylie Jenner [@KylieJenner]. (2019c). Twitter profile. Retrieved from: https://twitter.com/KylieJenner

Kylie Skin [@kylieskin]. (2019). Instagram profile. Retrieved from: https://www.instagram.com/kylieskin/