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