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An Interview with Author Ric Dragon
Recorded Friday, September 7
We interviewed Ric Dragon about social media marketing and how to use different tools to gain customers.
Ric's most recent book is Social Marketology and we will be spending upwards of an hour getting Ric to share some great information that you can use to help grow your business.
Here is an overview on Ric's new book "Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever"
Manage all your social media marketing efforts with repeatable, improvable processes
Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years.
What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in.
In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals.
Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps:
• Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics
• Pinpoint the very smallest segments of your customers
• Determine the communities to which these microsegments belong
• Identify the influencers of those communities
• Create an action plan for your project
• Measure and constantly improve your efforts
The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.
The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.
Ric Dragon has more than 16 years of experience in online marketing and software development. He is cofounder of the software and web development company Oxclove Workshop, where he was instrumental in business process analysis, information architecture, and process improvement. Dragon is the cofounder and CEO of DragonSearch, where he has led social media strategy for Steuben, the Grammy Foundation, Raritan, and other organizations.