enable, engage and evaluate: introducing the 3e social media strategy canvas based on the european...

Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based On The

European Airline Industry

Dr. Robin Effing, Dr. Ton Spil & Menno Both Ms.C.@robineffing

IFIP I3E2016 Conference on e-Business, e-Services and e-Society:Social Media: The Good, the Bad, and the Ugly

INTRODUCTION

Osterwalder & Pigneur (2010): Business model generation as a background idea

Only a few social media strategy frameworks in literature

Kietzmann e.a. 2011)

Effing & Spil, 2016

SYSTEMATICLITERATURE

REVIEW

enablePreparing and and setting up social media activities and campaigns

engageReaching out, getting attention of certain target audiences and interacting with them

evaluateVarious ways of using data, statistics and insights to learn, adapt and measure activities on social media and the desired effects

COMPARATIVECASES

AIRLINES

airline 1“Through our social media

channels we build a relationship with our fans and

respectively potential customers and generate

direct feedback this way.”

airline 2“The post with the highest number of likes included a

hint about an ending competition, in which users were able to win two flight

tickets.”

airline 3“We are easily capable to

earn back our investments … you see conversion rates increase as high as 900

percent”

3E SOCIAL MEDIA STRATEGY

CANVAS

CONCLUSIONS- A one size fits all social strategy does not exist but the strategy is contingent to the situation and environment of an organization - Further research is necessary to adjust the framework and develop its underlying building bricks - The canvas also provides other studies with a comparative framework for evaluation- The question remains whether companies who have a comprehensive plan do better than those who start right away experimenting without underlying plans

QUESTIONSKeep in touch!

r.effing@saxion.nlr.effing@utwente.nl

linkedin.com/in/effingEnschede, The NetherlandsUniversity of Twente, Enschede, The NetherlandsSaxion University of Applied Sciences, Enschede, The NetherlandsBoth Social, Enschede, The Netherlands