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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
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INTRODUCTION
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Osterwalder & Pigneur (2010): Business model generation as a background idea
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Only a few social media strategy frameworks in literature
Kietzmann e.a. 2011)
Effing & Spil, 2016
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SYSTEMATICLITERATURE
REVIEW
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enablePreparing and and setting up social media activities and campaigns
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engageReaching out, getting attention of certain target audiences and interacting with them
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evaluateVarious ways of using data, statistics and insights to learn, adapt and measure activities on social media and the desired effects
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COMPARATIVECASES
AIRLINES
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airline 1“Through our social media
channels we build a relationship with our fans and
respectively potential customers and generate
direct feedback this way.”
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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.”
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airline 3“We are easily capable to
earn back our investments … you see conversion rates increase as high as 900
percent”
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3E SOCIAL MEDIA STRATEGY
CANVAS
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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
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QUESTIONSKeep in touch!
[email protected]@utwente.nl
linkedin.com/in/effingEnschede, The NetherlandsUniversity of Twente, Enschede, The NetherlandsSaxion University of Applied Sciences, Enschede, The NetherlandsBoth Social, Enschede, The Netherlands