© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED Social Media V.2: The Social Business Archetype Image via: http://www.wetanz.com/weapons/
Jan 12, 2015
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Media V.2: The Social Business Archetype
Image via: http://www.wetanz.com/weapons/
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Hi.
@justicemitchell
Interactive Creative & Social Media DirectorDesigner • Leader • Writer • Photographer • Speaker • New Business • Consultant • Storyteller • Socialite • Strategist • Idea Guy
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Defining Core Delivery Tools
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“Traditional Channels”
Television:• Default entertainment• Seeking relevance• Non-cable properties are seen as saturated in advertising
• Growing reliance on cable properties
• Betting on online content• Strong Story seed
Radio:• Losing market share• Non-satellite properties are seen as saturated in advertising
• Is dropping off as a medium within mix
• Increase awareness and growth within multicultural content
• Weak Story seed
Print & Newspaper: • Default advertising• Seeking relevance with QR codes, web and “follow” programs
• Tablet marketing is encroaching media share
• Strong Story seed
Out of home:• Status quo• Seeking alternative models
• Digital and media signage gaining popularity
• Seeking customization of content
• Weak Story seed
PR:• Quickest to adapt to social media
• Merging as a synonymous method of support within social media
• Strong Story seed
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Social Media Growth Patterns
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Social Media Timeline
• Bul
letin
Boa
rd S
yste
ms
(BB
S)
• Gen
1 W
ebsi
tes
• Blo
ggin
g
• For
ums
boar
ds
• Gen
2 W
ebsi
tes
(HTM
L E
dito
rs)
• Em
ail m
arke
ting
• Sea
rch
mar
ketin
g (S
EO
1.0
)
• .C
om e
ra -
land
gra
b
• Blo
ggin
g 2.
0 (b
logg
er)
• Web
2.0
- va
ryin
g to
ols
& m
enta
lity
• Inb
ound
mar
ketin
g
• Com
plia
ncy
- CS
S
• Lin
kedi
n
• Sel
f pro
mot
ion
era
• Fac
eboo
k
• You
Tube
• Tw
itter
• SE
O 2
.0 m
arke
ting
• Vira
l Mar
ketin
g
• iP
hone
& S
mar
t pho
nes
- App
s; S
MS
; mob
ile w
eb
• Loc
atio
n ba
sed
mar
ketin
g
• Soc
ial M
edia
mon
itorin
g
• Soc
ial M
edia
cha
nnel
s ex
plos
ion
• HTM
L5
• iP
ad &
tabl
ets
• Mob
ile c
ompl
ianc
e &
Res
pons
ive
desi
gn
• Goo
gle+
• New
ly b
loss
omin
g so
cial
cha
nnel
s (P
inte
rest
)
1990
’s
1994
1996
1998
1999
2000
2003
2004
2006
2005
2007
2009
2010
2011
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Social Business Integration
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The roles of social business are many. The baseline is to understand that within all aspects of your business, both internal and external, they are social by nature. Therefore using many of the same tools that are defined in the role of social media; in addition many other (enterprise level B2B based) applications to fulfill (but not limited to):
• Articles and content
• Brand Stewardship
• Alerts, news, recalls, etc.
• Customer service (internal/external)
• Pre, During, Post Engagement Scenarios
• Community development, moderation and growth
• Prototyping, incubating and development
• Testing and optimization
Social Business Defined
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SOCIAL MEDIA MESSAGING
“NATURAL” SOCIAL CHANNEL ENGAGEMENT
SOCIAL PRODUCT & EDUCATION
SOCIAL CUSTOMER SERVICE
SOCIAL COMMUNITY MANAGEMENT
SOCIAL TRAINING, EDUCATION & ENCULTURATION
BRAND PROTECTION & CRISIS MANAGEMENT
FUTURE BUSINESS DEVELOPMENT
SOCIAL CUSTOMER RETENTION
The Social Business Archetype
SOCIAL INTELLIGENCE
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Social Media Messaging
REFERENCE
SINGLE POSTSTORY SEED REFERRALCONNECTED POST
TRADITIONALEMAIL
BLOG POSTPR HIT VARIABLE CONTENT
TAKE A POSITION
EXTERNAL CONTENT
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Natural Social Channel Engagement
BLOG POST
SURVEY
FEEDBACK
EN
GA
GE
DIS
TRIB
UTE
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Social Product & Education
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Social Customer Service: “The Shocking Math”
Customer On The Phone: 1
Twitter: 75*
Facebook: 175*
Blog Subscribers: 1,000?10,000?100,000?
*Average base number of users
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Social Customer Service
38,600 F3’s
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Social Community Management
• Forums boards
• Facebook groups & pages
• Email Newsletters
• Heavily commented blogs
• Niche social channels
• Closed communities
• B2B internal networks
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Social Training, Education & Enculturation
CONTENTEDUCATIONALCONTENT
SURVEYS & TESTING
PRESENTATIONS
TRA
ININ
GE
•BO
OK
S &
DO
CU
ME
NTS
THOUGHT LEADERSHIP THOUGHT LEADERSHIP
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• Google Alerts
• Twitter Search
• Social Mention
• Icerocket
• OMGILI (forum searches)
Brand Protection & Crisis Management
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• Pre, During & Post Evaluations
• Pre, During & Post Crisis
• Customer Surveys
• Customer Service Reassurance
• Comment & Feedback
• Brand Impressions
• Scheduled Reconnection
• Top-of-mind Maintenance
Social Customer Retention
BENEFIT
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• Socially Prototype
• Social “Suggestions Box”
• Competitive Analysis
• New Business Within Current Clients
• “Thought Leadership”
• Trends Analysis
Future Business Development
SOCIALLYPREDICTIVEBUSINESS
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• Feedback
• Sentiment
• Trending content
• Demo/Geo/Psychographics
• Quantitative Vs. Qualitative
• Transactional Vs. Impression
• Overall lift
Social Intelligence
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The Landscape of Modern Social Business With Its “Touch Points”
INTELLIGENCE, TESTING & ONGOING ENGAGEMENT
SOCIAL PR, EMAIL & SMS
EDUCATION
BRAND AMBASSADORS
TRADITIONAL MARKETING WEBSITE SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
CONTENT & COMMUNITY
DEALS
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