Integrated Social Business, Deployment & Optimization               © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMI...
Key Takeaways •   Understanding social media and social business •   Understanding the role of your brand in social busine...
Social Media© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Media Defined“Social media includes Web-based and mobile technologies used to turn communicationinto interactive di...
Digital Marketing & Social Media Timeline      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGH...
1990’s                                                                                                  • Bulletin Board S...
Social Business© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Business Defined                 SOCIAL MEDIA MESSAGING     “NATURAL” SOCIAL CHANNEL ENGAGEMENT           SOCIAL PR...
Social Business DefinedAll aspects of your business, both internal and external, are social by nature. Thereforemany of th...
Owned, Earned & Paid Media Models   © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Owned, Earned & Paid Media Models: Defined          Owned                                               Earned            ...
Your Brand© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Elements of a BrandLogo   Buzz/WOM              Product                                    Service                        ...
Elements of Your Brand EssenceVoice   Expertise                        Your Look                                      Mant...
The Story “Seed”© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Story “Seed”A story seed is the foundation, opening, platform or setup for something greater. The idea ofa story seed ...
Defining Communication Channels  © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
“Traditional Channels”Television:                  Radio:                               Print & newspaper:                ...
Landscape of Modern Social Communication Channels                                        INTELLIGENCE,                    ...
“F3”- Friends, Fans & Followers © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
“F3” DefinedFriends: (Leverage = HIGH) •   As you would assume, friends (and family) are people from within your immediate...
Quality Vs. Junk “Leverage”© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Leverage DefinedLeverage: •   Define leverage with a question: Would this person/brand/business take action     (respond, ...
Trust Is Stronger Than Brand© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Trust and AdvertisingAdvertising in the traditional “PUSH” context is dying:  •   Buy now!  •   While supplies last!  •   ...
Social Trust Fragility© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Trust Fragility DefinedSocial businesses that don’t consistently engage their F3 will lose business to moreengaging brands...
Metcalf’s Law© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Metcalf’s Law Defined“Metcalfes law states that the value of a telecommunications network is proportional to thesquare of ...
Mark Granovetter’s - Interpersonal Ties    © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS R...
Mark Granovetter’s - Interpersonal Ties Defined“In mathematical sociology, interpersonal ties are defined as information-c...
The Social Graph Defined© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Social GraphYour social graph is your collection of “touch points” using Web-based tools to engage,create and nurture ...
Choosing Your Social Graph© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
When Choosing Your Social Graph You Should Ask Yourself •   Where are my customers? •   What’s topical within the context ...
Social Channels© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Your Website & BlogAt the epicenter of your marketing efforts lies your Website and your **blog. Think of this as“home,” a...
A Facebook “Page”                                                                                                         ...
A Facebook “Page” - Continued •   Facebook is implementing “timeline” ubiquitously across personal profile and business   ...
Twitter Channels“Twitter is an online social networking service and microblogging service that enables itsusers to send an...
A YouTube & or Social Video Channel                                                                                       ...
LinkedIn                                                                                                                  ...
A Google+ Page“Google+ integrates social services such as Google Profiles and Google Buzz, andintroduces new services iden...
Slideshare.Net“SlideShare is a Web 2.0 based slide hosting service. Users can upload files privately orpublicly in the fol...
Flickr & or a Social Photo/Video Channel“Flickr is an image hosting and video hosting website, web services suite, and onl...
Foursquare and/or Location-Based Social Channels                                                                          ...
Alternate Social Channels                      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGH...
Email & SMS Marketing                                                                                                     ...
Channel Lexicon© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Powerhouse.                                                                                                           ...
What Are You Saying Where?Blogs:                         YouTube:                              Twitter:                   ...
Social Engagement© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Engagement with your Audience •   Start question threads                                                           ...
Frequency© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Frequency within your social channelsThis is a typical conversation topic with social professionals. How much and how ofte...
Hashtagging, Sourcing, @Handles, Keywords & Linking            © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHEL...
Understanding Hastagging, Sourcing, @Handles, Keywords & Linking •   Hashtagging: Using a “#” before words on Twitter enab...
What Makes your Content Social?  © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
What makes your content social?The answer is usually pretty simple:  •   Be authentic  •   Don’t sell  •   Be caring and r...
Blogging & Content Creation© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Content CreationThere are many things that make compelling content for your articles. And whileconsistency in your brand i...
Blogging: ConsistencyIt’s incredibly important that you are consistent with what you say. You need a consistentvoice, look...
The Modern BlogToday the modern web log, or “blog,” is used for a great deal more than documentation ofone’s personal expe...
Blogging: Look & Feel •   Typically 300 – 500 words. Maximum of 1,500. •   Try to base content on notable (linkable) fact(...
Blogging: A Blog Post Blueprint •   POWER TITLE     •   Image •   Goal sentence     •   Image (alternate location) •   Sup...
Blogging: Pitfalls •   Lame headlines •   Trying to be too broad •   Not cross linking your content •   Not making your co...
Blogging: Communications With Your F3 •   Disqus.com & or other moderation-based tools for blog comments •   Setup “Google...
Blogging: Stickiness •   Be topical •   Always ask for feedback •   Acknowledge others comments within your own •   Don’t ...
Blogging: New-World PostingFacebook: Ask your group questions that will incentivize discussion. Have fun and “LIKE”positiv...
Creating “Thought Leadership” © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Creating “Thought Leadership”While there are no hard and fast rules to thought leadership, I have found that compellingsub...
Community vs. Conversation© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Community vs. ConversationFrequently I’m asked about the difference between “community” and “conversation,” andthat usuall...
Social Media Crisis Management © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Media Crisis ManagementWhat’s important to keep in mind about any type of crisis assessment is not overreacting toa...
The Most Critical Tool.LISTENING.   © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Free Social Media Listening ToolsUse any of the following tools to setup a “keyword” alert. When someone/something onlinep...
Paid Social Monitoring & Analyitics ToolsAlthough these service are “paid,” they are not necessarily monitored externally ...
Setting Up Keyword AlertsA few suggestions for alert keywords:  •   Your name  •   Your @handle  •   Your email  •   Your ...
Crisis Assessment Steps •   Listen •   Trigger Identification •   Establish a “Pain Threshold” •   Identify •   Respond • ...
Trigger IdentificationUsing social media as a crisis management tool can come in many forms: •   Product recall •   Acts o...
Trolls vs. Mass Opinion© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Trolls vs. Mass OpinionTrolls:  •   Trolls are people who seemingly just want to start fights, give bad reviews, be angry ...
Community Resolution vs. Crisis © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Community Resolution vs. CrisisOften within the confines of a passionate, positive and loyal community, the group as awhol...
Suicide Posts                © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social media as a crisis management tool WHAT YOU SAY  HAS TO STAY.                      © 2012 COPYRIGHT • BIG BLOCK STUD...
The “Pain Threshold” - SituationRank the viability of the situation:  •   Acknowledge the issue and your intent to create ...
The “Pain Threshold” - SituationWhat if we get sued? •   If legal issues arise, seek professional representation. •   Don’...
The “Pain Threshold” - IndividualRank the viability of the user:  •   Does the user have a mass following or subscription ...
Crisis “Management”"Im sorry. How can I help?"  •   Advocate that they communicate with you offline, on the phone or by e-...
Crisis “Management” - Acts Of God / Terror •   Be immediate to the minute •   Address updates with care not to misinform •...
Crisis Management: Preventative Maintenance •   Empower all customers to give feedback. Customers complain less if they fe...
Advanced: Crisis Management Tactics •   Create a network of SMEs (advocates) within your business category who are willing...
Advanced: Crisis Management Tactics •   In all cases of mass opinion, you and your team must increase your social monitori...
Advanced: Crisis Management Tactics •   Actively train your staff to look out for possible threats to your brand and its m...
Social Deployment Strategies© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Deployment StrategiesWhen starting in social media or running a social media campaign, there are an array ofrules t...
Pre, During & Post© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Deployment                                                                                                       ES...
Campaign Transition Phase© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Campaign Transitioning CAMPAIGN END                                                                                ...
Gamification & Social Channels © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Gamification & Social Channels"Gamification is the use of game design techniques and mechanics to solve problems andengage...
Storytelling & Problem Solving© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Storytelling & Problem SolvingGreat social campaigns and blogs break down into two types:Storytelling:  •   Every great st...
Digital Intelligence© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Digital Intelligence DefinedLooking at digital intelligence reports are different on a case-by-case basis. Each report wil...
Social Deployment in Ten Steps © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
10 Steps in Social Media Best PracticesUNDERSTANDING      RESEARCH                            BASELINE                    ...
Step 1: Understanding                                                               30                                    ...
Step 2: ResearchWhen researching your competitive social spectrum, seek key differentiators. It should beexpected that the...
Step 3: Defining the baseline BaselineDefine social channels                                    Mobile-enbleCall center   ...
Step 4: Social MixYour mix of social channels should be kept simple at first unless you have the necessaryinformation to r...
Step 5: User Experience“User experience (UX) is the way a person feels about using a product, system or service.User exper...
Step 6: CreativeThe biggest point to be made here is that it’s best if your creative is consistent across allyour social c...
Step 7: Deploy & EngageBefore launch: •   Connect measurement and listening tools •   Pre-populate content •   Invite a “b...
Step 8: RecruitRecruitment, Community & Retention: •   Ask for “friends, fans & followers” (F3) •   Be consistent in your ...
Step 9: SynchronizeSynchronizing your engagement is not about posting the same content across channels. Itis about coordin...
Step 10: Test & OptimizeTo ensure you’re getting the most out of social business efforts, analyze your socialchannels usin...
Great Sites To Follow© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Great Sites To Follow About Social Media & Blogging•http://adage.com/power150/                     •http://www.jaffejuice....
Full DisclosureA portion of this material was aggregated from my position as Vice President of Interactive &Social Creativ...
Questions & Answers“JusticeMitchell” - Twitter, Skype, AIM, Gmail         www.JusticeMitchell.com        © 2012 COPYRIGHT ...
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Integrated Social Business, Deployment & Optimization

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Integrated Social Business, Deployment & Optimization is a complete look at the variable stages of creating and deploying socially sound content and campaigns.

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  • Very impressive Justice. An excellent overview showing a very deep knowledge of general marketing, sales and business principles.
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  • Interesting slidedeck, but got some questions.

    1. Why do you call it 'social business' when it's actually a complete social media strategy (and a decent one I might add, pretty complete!)

    2. Monitoring is (in my opinion) the first thing you should do, to be able to understand your target audience and being able to (quickly) adept to the opportunities at hand. Why did you put that later on the list?

    Great slides nonetheless. Good use of graphics as well.
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Integrated Social Business, Deployment & Optimization

  1. 1. Integrated Social Business, Deployment & Optimization © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  2. 2. Key Takeaways • Understanding social media and social business • Understanding the role of your brand in social business • Understanding the new role of social media in your business plan • Understanding engagement in social business • Understanding the differences within social channels and their usage • Defining steps you should take when deploying an online campaign • Understanding social crisis management • Understanding social “intelligence” and making it actionable • Social deployment in 10 steps © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  3. 3. Social Media© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  4. 4. Social Media Defined“Social media includes Web-based and mobile technologies used to turn communicationinto interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "agroup of Internet-based applications that build on the ideological and technologicalfoundations of Web 2.0, and that allow the creation and exchange of user-generatedcontent.”Additionally: • Free Web tools that allow communication to be distributed in multiple forms • Creating user-controlled touch points • Connecting with your friends, fans and followers = “F3” • Tools that become a lifestyle layer to our “social fabric” - work, play, computer, tablet, mobile • Trusted engagement that relies on decision-making, loyalties, trends, behaviors and alliances © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  5. 5. Digital Marketing & Social Media Timeline © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  6. 6. 1990’s • Bulletin Board Systems (BBS) • Gen 1 Websites 1994 • Blogging • Forums boards • Gen 2 Websites (HTML Editors) 1996 • Email marketing 1998 • Search marketing (SEO 1.0) • .Com era - land grab 1999 • Blogging 2.0 (blogger) Social Media Timeline 2000 • Web 2.0 - varying tools & mentality • Inbound marketing • Compliancy - CSS 2003 • Linkedin • Self promotion era 2004 • Facebook 2005 • YouTube • Twitter 2006 • SEO 2.0 marketing • Viral Marketing© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED 2007 • iPhone & Smart phones - Apps; SMS; mobile web • Location based marketing 2009 • Social Media monitoring • Social Media channels explosion • HTML5 2010 • iPad & tablets • Mobile compliance & Responsive design • Google+ 2011 • Newly blossoming social channels (Pinterest)
  7. 7. Social Business© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  8. 8. Social Business Defined SOCIAL MEDIA MESSAGING “NATURAL” SOCIAL CHANNEL ENGAGEMENT SOCIAL PRODUCT & EDUCATION SOCIAL CUSTOMER SERVICE SOCIAL COMMUNITY MANAGEMENT SOCIAL TRAINING, EDUCATION & ENCULTURATION BRAND PROTECTION & CRISIS MANAGEMENTSOCIAL TESTING, SURVEYING, TESTING & OPTIMIZATION FUTURE BUSINESS DEVELOPMENT © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  9. 9. Social Business DefinedAll aspects of your business, both internal and external, are social by nature. Thereforemany of the same tools previously defined for social media also apply to social business. Inaddition, other enterprise-level, B-to-B applications include: • Articles and content • Brand stewardship • Alerts, news, recalls, etc. • Customer service (internal/external) • Pre-engagement, during, and post-engagement scenarios • Community development, moderation and growth • Prototyping, incubating and development • Testing and optimization © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  10. 10. Owned, Earned & Paid Media Models © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  11. 11. Owned, Earned & Paid Media Models: Defined Owned Earned PaidCollateral & direct response Public relations Print advertisingWeb, mobile & tablet site Word-of-mouth Advertising networksBlog & video content Speaking engagements Paid searchSocial media channels Awards, recognition AffiliateE-mail/SMS & lists Search engine optimization Co-op & advertorialsLocation marketing Social distribution SponsorshipsCustom apps Customer support Specials & couponsIntellectual property Buzz/viral/mass opinion Outdoor & trade shows Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling UI/UX Testing • Optimization • Progressive Refinement © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  12. 12. Your Brand© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  13. 13. Elements of a BrandLogo Buzz/WOM Product Service Culture Style © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  14. 14. Elements of Your Brand EssenceVoice Expertise Your Look Mantra Size © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  15. 15. The Story “Seed”© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  16. 16. The Story “Seed”A story seed is the foundation, opening, platform or setup for something greater. The idea ofa story seed is simple in concept and nightmarishly complex in progressive execution.What’s important to remember about this concept is that ALL great messaging (includingadvertising and integrated marketing) has a great story to tell.Marketers want “word of mouth” (WOM) and viral propagation of their marketing message.With that said, if there’s no story to tell, then your messaging is bottlenecked from thebeginning. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  17. 17. Defining Communication Channels © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  18. 18. “Traditional Channels”Television: Radio: Print & newspaper: Out of home: PR:•Default entertainment •Losing market share •Default advertising •Status quo •Quickest to adapt to social•Seeking relevance •Non-satellite properties •Seeking relevance with •Seeking alternative media•Non-cable properties are are seen as saturated in QR codes, Web and models •Emerging as aseen as saturated in advertising “follow” programs •Digital and media signage synonymous method ofadvertising •Dropping off as a medium •Tablet marketing is gaining popularity support within social media•Growing reliance on cable within mix encroaching media share •Seeking customization of •Strong story seedproperties •Increase awareness and •Strong story seed content•Betting on online content growth within multicultural •Weak story seed•Strong story seed content •Weak story seed © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  19. 19. Landscape of Modern Social Communication Channels INTELLIGENCE, TESTING & ONGOING ENGAGEMENT DEALS SOCIAL SOCIALTRADITIONAL MARKETING SOCIAL WEBSITE SOCIAL SOCIAL PR, EMAIL & SMS CONTENT & SOCIAL SOCIAL COMMUNITY BRAND AMBASSADORS EDUCATION © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  20. 20. “F3”- Friends, Fans & Followers © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  21. 21. “F3” DefinedFriends: (Leverage = HIGH) • As you would assume, friends (and family) are people from within your immediate social circles, peers, co-workers, and people from your past who are relevant and socially important.Fans: (Leverage = MEDIUM) • Fans are people who find your content, conversation, thought leadership or communication something relevant and apropos to their personal or professional lives. Fans will communicate with you and can often be a source of knowledge if properly engaged.Followers: (Leverage = LOW) • Much like fans, usually a follower is one that responds well to your communications and content. They often do not engage. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  22. 22. Quality Vs. Junk “Leverage”© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  23. 23. Leverage DefinedLeverage: • Define leverage with a question: Would this person/brand/business take action (respond, engage, buy, suggest, redistribute) based on your directives or suggestions? • Leverage should be weighed by the circle of influence you perceive from your F3. People with larger followings are great, but not so much if the following is in the wrong demographic. So when messaging a friend, fan or follower, take some time to discern the best user, group or community. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  24. 24. Trust Is Stronger Than Brand© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  25. 25. Trust and AdvertisingAdvertising in the traditional “PUSH” context is dying: • Buy now! • While supplies last! • Nation’s largest!Trusted suggestions from your F3 are swiftly becoming the true test of a brand’s ability tostay top-of-mind. Additionally, among brands, ongoing trust and high customer service has acool cache that is also of value commercially. • Buy now! = What do you think of product X, we’d love to hear your feedback? • While supplies last! = Be the first to try. • Nation’s largest! = Valuing your patronage since ... • Best of all, simply start a conversation! © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  26. 26. Social Trust Fragility© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  27. 27. Trust Fragility DefinedSocial businesses that don’t consistently engage their F3 will lose business to moreengaging brands.Social elements that = trust: • Authenticity • Consistency • Diverse content that is consistent in approach - keep it interesting • Don’t make it personal • Don’t be negative • Don’t attack the competition • Above all else don’t ever make it feel like you’re trying to sell vs. communicate © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  28. 28. Metcalf’s Law© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  29. 29. Metcalf’s Law Defined“Metcalfes law states that the value of a telecommunications network is proportional to thesquare of the number of connected users of the system (n2).”“Metcalfes law characterizes many of the network effects of communication technologiesand networks such as the Internet, social networking, and the World Wide Web.”Applicational pro & cons of social media: • The larger a social graph becomes (if properly managed), the more it can exponentially increase the conversation within the audience collective as a whole. • Unmanned channels within this scenario can equally be seen as a weakness and frequently devalue your social currency due to your lack of attention to a given channel. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  30. 30. Mark Granovetter’s - Interpersonal Ties © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  31. 31. Mark Granovetter’s - Interpersonal Ties Defined“In mathematical sociology, interpersonal ties are defined as information-carryingconnections between people. Interpersonal ties, generally, come in three varieties: strong,weak, or absent. Weak social ties, it is argued, are responsible for the majority of theembeddedness and structure of social networks in society as well as the transmission ofinformation through these networks. Specifically, more novel information flows to individualsthrough weak rather than strong ties. Because our close friends tend to move in the samecircles that we do, the information they receive overlaps considerably with what we alreadyknow. Acquaintances, by contrast, know people that we do not, and thus receive more novelinformation.”Additionally: • Laws of connectivity are easier trusted within social channels, as the “friend of a friend” is still usually given the same level of trust as a friend. • The absence of physicality also allows people to connect more uninhibitedly then they would in a real life environment, making trust easier to delegate. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  32. 32. The Social Graph Defined© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  33. 33. The Social GraphYour social graph is your collection of “touch points” using Web-based tools to engage,create and nurture communities online.Important to understand: • Each social channel has a unique vibe, audience, lexicon, behavior and style. • *Minimize overlapping your messaging (don’t put a Tweet in a Facebook post) • If you don’t think you can be passionate and engage a channel at least once a day with an allocation of time, you should not start it. There’s no set amount of time that people or business [should] spend on a social channel. It’s safe, however, to say that you should do a lot of research on the channels (and the audience within) you choose. Because it often takes a great deal of time to properly nurture and establish trust.* Calling out my own hypocrisy; though I know that you should not, within my own personalbrand I’m terribly lazy and do this all the time. Shame on me. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  34. 34. Choosing Your Social Graph© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  35. 35. When Choosing Your Social Graph You Should Ask Yourself • Where are my customers? • What’s topical within the context of our discussions? • Do they (or my competitors) use a given social channel with success? What does success look like? Activity? Followers? Trending conversations? Replies? • Choosing a social channel is much like creating a micro-business plan: • Assign goals • Create content progressively • Test, analyze and optimize • Rinse and repeat ... © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  36. 36. Social Channels© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  37. 37. Your Website & BlogAt the epicenter of your marketing efforts lies your Website and your **blog. Think of this as“home,” and treat all other channels as locations you visit in order to engage in conversationand socialize. Here at your home base you will: • Speak in the voice of your brand • Harness your thought leadership within the space you will discuss • Give more robust content surrounding your positions, knowledge and advice • Create this as a “one-stop-shop” for your F3 to find all your social channels • Give your F3 the ability to subscribe to your e-mail, blog, newsletters and additional content**The term blog has received sharp criticism over the years and has diminished in valuewith its saturation. I advocate that you use the term “articles” or “commentary” – somethingthat disassociates you and your brand with standard personal web log. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  38. 38. A Facebook “Page” Provides Analytics“Facebook is a social networking service and website launched in February 2004, operatedand privately owned by Facebook Inc. As of February 2012, Facebook has more than 845million active users. Users must register before using the site, after which they may create apersonal profile, add other users as friends, and exchange messages, including automaticnotifications when they update their profile. Additionally, users may join common-interestuser groups, organized by workplace, school or college, or other characteristics, andcategorize their friends into lists such as "People From Work" or "Close Friends".”Additionally: • Remains currently the largest social communityRules of the social road: • Listen the most; “LIKE” often; replay with frequency; react only if challenged appropriately; respect all communities • Speak with a positive, approachable tone and manner • Facebook also contains a myriad of sub genres such as groups, apps and widgets that allow you to further create and extend your social engagement © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  39. 39. A Facebook “Page” - Continued • Facebook is implementing “timeline” ubiquitously across personal profile and business pages. It’s important to note that anyone will be able to see, and review, any post (that you’ve assigned to be public) at any time. • Facebook is the first social channel to allow commerce within the confines of the channel itself. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  40. 40. Twitter Channels“Twitter is an online social networking service and microblogging service that enables itsusers to send and read text-based posts of up to 140 characters, known as “Tweets.” It wascreated in March 2006 by Jack Dorsey and launched that July. The service rapidly gainedworldwide popularity, with over 300 million users as of 2011, generating over 300 milliontweets and handling over 1.6 billion search queries per day. It has been described as ‘theSMS of the Internet.’ ”Additionally: • Following competitors within your space can provide time-sensitive insight • Following industry leaders can provide insight • Retweet content from the leaders that you feel merit redistribution • Tweeting with embedded links (showing resource) and #hashtags for searchability is the best combination to make your content shareable - AKA: “retweetable” • Easy way to show perceived activity and engagement within your space © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  41. 41. A YouTube & or Social Video Channel Provides Analytics“YouTube is a video-sharing website, created by three former PayPal employees inFebruary 2005, on which users can upload, view and share videos. The company is basedin San Bruno, California, and uses Adobe Flash Video and HTML5 technology to display awide variety of user-generated video content, including movie clips, TV clips, and musicvideos, as well as amateur content such as video blogging and short original videos. Mostof the content on YouTube has been uploaded by individuals, although media corporationsincluding CBS, the BBC, VEVO, Hulu, and other organizations offer some of their materialvia the site, as part of the YouTube partnership program.”Additionally: • YouTube is the second largest search engine after Google. It’s important to note that when you post a video, you should fill in the description with keywords and links (back to your website) that you want to be searched and found. • Often YouTube videos will be the first way people will find your search terms, as they are often indexed with less frequency on videos. Therefore your content has a competitive edge to be found with higher priority ranking • Please note: It’s good to document your brand’s speaking or live engagements with video. It is a great reference, and a way to call participants back into your content © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  42. 42. LinkedIn Provides Analytics“LinkedIn (NYSE: LNKD) is a business-related social networking site. Founded in December2002 and launched in May 2003, it is mainly used for professional networking. As of 3November 2011, LinkedIn reports more than 135 million registered users in more than 200countries and territories. The site is available in English, French, German, Italian,Portuguese, Spanish, Romanian, Russian, Turkish and Japanese. Quantcast reportsLinkedIn has 21.4 million monthly unique U.S. visitors and 47.6 million globally.”Additionally: • Incredibly power social channel for networking within your industry. • Creating and participating in groups (not selling) can quickly increase your perceived social credibility. • Use the “Answers” tab as well to help (not sell) people/businesses within your niche and thereby create instant brand loyalty. The more you give away, the more you will be perceived as a brand that backs what they say © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  43. 43. A Google+ Page“Google+ integrates social services such as Google Profiles and Google Buzz, andintroduces new services identified as Circles, Hangouts and Sparks. Google+ is available asa website and on mobile devices. Sources such as “The New York Times” have declared itGoogles biggest attempt to rival the social network Facebook, which has over 800 millionusers.Google+ is considered the companys fourth foray into social networking, followingGoogle Buzz. ...On January 19, 2012, it was reported that Google+ had surpassed a userbase of 90 million.”Additionally: • Google+ started as a Facebook-haters cult; users wishing Facebook wasn’t what it continues to be instantly gathered here for conversation. • The rules are the same as other large social channels. Follow your competitors and like-minded associates within the space; “+1” (give kudos) to articles that you think mertit your interests; create and communicate smart and inspired content. • Conversations lean toward a more educated and affluent demographic. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  44. 44. Slideshare.Net“SlideShare is a Web 2.0 based slide hosting service. Users can upload files privately orpublicly in the following file formats: PowerPoint, PDF, Keynote or OpenOfficepresentations. Slide decks can then be viewed on the site itself, on handheld devices orembedded on other sites. Launched on October 4, 2006, the website is considered to besimilar to YouTube, but for slideshows. The website was originally meant to be used forbusinesses to share slides among employees more easily, but it has since expanded to alsobecome a host of a large number of slides which are uploaded merely to entertain.”Additionally: • Slideshare is a location where PowerPoint presentations, PDF, Keynote and other documentation can be posted for review, embedding and social sharing • Creating a grouping of materials within your field of expertise on this channel can skyrocket your credibility and provide material to which you can link and embed within your posts. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  45. 45. Flickr & or a Social Photo/Video Channel“Flickr is an image hosting and video hosting website, web services suite, and onlinecommunity that was created by Ludicorp in 2004 and acquired by Yahoo! in 2005. Inaddition to being a popular website for users to share and embed personal photographs, theservice is widely used by bloggers to host images that they embed in blogs and socialmedia. Yahoo reported in June 2011 that Flickr had a total of 51 million registered membersand 80 million unique visitors. In August 2011 the site reported that it was hosting more than6 billion images, and this number continues to grow steadily according to reporting sources.Photos and videos can be accessed from Flickr without the need to register an account, butan account must be made in order to upload content onto the website.”Additionally: • Visually documenting your travels, product and event is as important to the fabric of your brand as the story is. • Having photos that can be distributed, shared and embedded into your content brings emotional association and context to your content. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  46. 46. Foursquare and/or Location-Based Social Channels Provides Analytics“Foursquare, stylized as foursquare, is a location-based social networking website formobile devices, such as smartphones. Users "check-in" at venues using a mobile website,text messaging or a device-specific application by selecting from a list of venues theapplication locates nearby. Location is based on GPS hardware in the mobile device ornetwork location provided by the application. Each check-in awards the user points andsometimes "badges".”Additionally: • Location-based tools allow retailers and points of interest to create a digital landmark that can be found with GPS-enabled smart phones • This technology allows businesses to adjust the users “consideration set” by presenting deals, offers and messaging within the same proximity space as competitors. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  47. 47. Alternate Social Channels © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  48. 48. Email & SMS Marketing Email Service Dependent AnalyticsSocial marketing professionals often do not see e-mail, list or SMS as inclusive to theirmarketing efforts. Nothing could be further from the truth. E-mail is a great story seed todrop you further into conversation.Please note: Your e-mail should as conversational as your social content is. Think ofcreating the voice more as an invitation than a “delivery” of content. The faster you foldpeople back into your content, the more social response you will build.Additionally: • E-mail is a required tool that (dependent upon service) can offer a wealth of information about who is reading, forwarding and clicking through to your website via e-mail. • Objectively is seen as an alternative to connecting to a brand outside of their social channels. Many find e-mail as a passive connection to a brand or service © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  49. 49. Channel Lexicon© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  50. 50. The Powerhouse. Channels to watch: • Favo.rs • Branch Out • ReferralKey • eLance • BeKnownResume: Groups: Answers: Alumni: Jobs Board:•Keep it current •Stay active in groups that •Take time to really answer •Stay connected •Watch closely and be timely•Make sure it conveys your apply to your career the questions •Present your brand for the •Follow directions forbrand essence •Be authentic and smart •Support your answers with consideration of submitting to each job•Convey your brand using when you post links entrepreneurial alums •Customize your cover letteronly tools that apply to your •Don’t dominate the •Be willing to engage in for each job posting to showcareer conversations work, but don’t sell only you understand their brand yourself © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  51. 51. What Are You Saying Where?Blogs: YouTube: Twitter: Facebook: Google+:•Topical content •Keyword-rich descriptions •Content based on audience •Younger audience •Smaller, more professional•Distributed across channels for SEO type, product & demo •Communities and groups and tech-savvy audience•PR, articles & alerts •Detail content related to •Understand lexicon •Campaign connections •Brands still in fertile other articles as value-add •Keep constant •Apps, modules and robust development within channel commerce ties different content © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  52. 52. Social Engagement© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  53. 53. Social Engagement with your Audience • Start question threads • Progressively survey your community (using free tools like http://www.surveymonkey.com/) to insure that your heading • Elicit feedback (remember, you dont have to act on every in the right direction comment or criticism) • Evolve! Make sure that your content isnt stuck at a dead • Respond to criticism rapidly (doesnt mean you have to do end anything about it right away, but you do need to respond) • Hold live events where everyone can meet one another in • Acknowledge good communication real time • Do not judge; simply be a part of the community and • Create Podcasts/Stream/Video for the group intervene only if absolutely necessary • Bring in outside authors, bloggers and spotlights • Dont censor or edit discussion unless harmful or it falls outside the rules • Keep a steady stream of like-minded links from google alerts and RSS streams injected in your community • Follow the rules; optimize the rules • If you go on vacation, switch servers or do anything to • Delete and inform “bullies” (AKA: Trolls) publicly disrupt communication let everyone know prepatorily • Create themes and programs for discussion • Do your best to respond to all comments • Listen, listen, listen. The group is not a platform for you to • Be authentic, honest and charismatic do all the communication • Be topical • Make the site visually appealing by advocating user- generated content • Have fun © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  54. 54. Frequency© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  55. 55. Frequency within your social channelsThis is a typical conversation topic with social professionals. How much and how oftenshould you communicate externally with the goal of being social and involved inconversation? The following should be used as a rule of thumb, you may very much want toadd and subtract dependent upon what your audience has come to expect. • Your blog: 1-2 posts per week • Twitter: 6-8 Tweets per day • Facebook page: post 3-6 short posts per day • Youtube: Check once a day for comments; “LIKE” 1 video per day; “Add to” 1 video to a channel within your channel (typically something from your industry) once a week. • Google+: 3-6 short posts per day • Linkedin: Answer 1-3 questions on LinkedIn per week • In addition to the suggested be sure to “LIKE” other comments and participate in as many conversations as your schedule will allow © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  56. 56. Hashtagging, Sourcing, @Handles, Keywords & Linking © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  57. 57. Understanding Hastagging, Sourcing, @Handles, Keywords & Linking • Hashtagging: Using a “#” before words on Twitter enables them to be searchable and applicable to that post. Example: “I just picked up some great shoes! #nike” • Linking/Sourcing: Using the link to a post or a Tweet to support it can add to its validity and specifications. Example: “I just picked up some great shoes! #nike - http:// nikeid.nike.com/nikeid/” • @Handles: Assigning an @handle* in a tweet (this is the name of a person or brand on twitter) can show that you put them in context. Example: “I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/ @Nike” • Keywords: When you blog or post, try to use words that you assume people will want to search. Then ideally they will find your content by those words and connect with your content via a search call*@handles are quickly becoming a way to connect users to other applications as well suchas Instagram © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  58. 58. What Makes your Content Social? © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  59. 59. What makes your content social?The answer is usually pretty simple: • Be authentic • Don’t sell • Be caring and respectful • Listen, then respond • Invite feedback, criticism • Invite others to pass it on to their social graph for feedback • Empower others with content they can use • Ask questions that anyone can participate in (unless within the confines of a specific conversation) © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  60. 60. Blogging & Content Creation© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  61. 61. Content CreationThere are many things that make compelling content for your articles. And whileconsistency in your brand is paramount, diversity in content is key to both thoughtleadership and maintaining your relevancy.Here are some suggested types of topics: • Trending topical news within your industry • “10-steps” (or however many) with answering a specific industry question • Discuss challenges from your past and how you overcame or changed based on them • Prognosticate on the future of your industry • Personalize your content by folding in elements of your personal lifeFind thousands of ideas by searching “blog post ideas.” I also highly suggest followinghttp://www.copyblogger.com/ ’s blog and tutorials © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  62. 62. Blogging: ConsistencyIt’s incredibly important that you are consistent with what you say. You need a consistentvoice, look, length and style. It’s fine to vary this from time to time, but ensure that thecontent supports any inconsistency. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  63. 63. The Modern BlogToday the modern web log, or “blog,” is used for a great deal more than documentation ofone’s personal experiences. Modern bloggers have seen their way clear to advance theworld of blogging to include their business.Characteristics of business blog posts: • Discuss the particular industry • Create tease campaigns • Take a look “behind the scenes” • Product/service launches • Crisis management tool • Press releases; support; follow-up • Overall communications tool to all clients, friends, fans and followers © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  64. 64. Blogging: Look & Feel • Typically 300 – 500 words. Maximum of 1,500. • Try to base content on notable (linkable) fact(s) or supported assumptions • Visually support with graphics; metrics or photography • Make posts actionable vehicles for sharing! © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  65. 65. Blogging: A Blog Post Blueprint • POWER TITLE • Image • Goal sentence • Image (alternate location) • Support paragraph • IAB (content advertising if applicable; 300x250 recommended) • Bullet list (supporting links) • Closing summarization paragraph • Question? Incite discussion! • Prepare to share! © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  66. 66. Blogging: Pitfalls • Lame headlines • Trying to be too broad • Not cross linking your content • Not making your content SEO ready • Focusing on quantity instead of quality • Not writing for your audience/customer • Only talking about your company/services • Not asking for, or suppling ways for feedback • Not taking time to respond to feedback • Hiding your expertise • Inconsistency © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  67. 67. Blogging: Communications With Your F3 • Disqus.com & or other moderation-based tools for blog comments • Setup “Google alerts” • Respond to comments immediately • DO NOT pick and choose; answer everyone • NEVER DELETE negative comments/criticism (unless abusive) • Kill them with kindness • Be thorough © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  68. 68. Blogging: Stickiness • Be topical • Always ask for feedback • Acknowledge others comments within your own • Don’t be ruler to a conversation, be a participant • Cater to any egos you may encounter • Turn that frown :( upside down :) • Link to other posts when answering • Ask active users to become guest bloggers • Spotlight great conversation with enthusiasm • Establish rules of conversation and follow them • Don’t edit comments – moderate. What’s done is done © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  69. 69. Blogging: New-World PostingFacebook: Ask your group questions that will incentivize discussion. Have fun and “LIKE”positive comments.Google+: (while still in Beta) Start a corporate account here and be sure to use as anotification platform for all new content.Twitter: Use as a “Breaking News!” tool, post aggressively 3+ per day. Always retweetpositive comments and reply to @username specificallyYouTube: Organize and be very thorough with the descriptions of your video. Ask peoplewhat they think. Respond to comments.Flickr: Group photos by event, product or scenario. Much like YouTube, create rich“searchable” descriptions, and tag copiously with associated search keywords.Linkedin: Within groups and posts, create rich discussion about topical business trends.Use “Answers” as a platform to connect your post from your blog to a topic.Quora: Much like answers in Linkedin, start rich discussion with a definitive question thatrefersback to an associated post. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  70. 70. Creating “Thought Leadership” © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  71. 71. Creating “Thought Leadership”While there are no hard and fast rules to thought leadership, I have found that compellingsubject-matter experts (SMEs) have specific traits: • They take a side • They admit fault and seek resolution • They genuinely want to learn as much as teach • They back up what they say with linked resources • They open the floor to debate in an inclusive, non-confrontational way • The connect with you if you have defined dialog • They’re very active within your social circles • They’re kind – but BOLD © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  72. 72. Community vs. Conversation© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  73. 73. Community vs. ConversationFrequently I’m asked about the difference between “community” and “conversation,” andthat usually breaks down to a numbers game.Community: • Large groups of people are discussing the same material • Typically a community has a Facebook (or alternate channel or forum) “Group” or page where they have discussionsConversation: • This is usually a blog comment, single thread, tweeted question or unique communication instance • Conversations often are “within thread” - therefore a single post may create one or many © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  74. 74. Social Media Crisis Management © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  75. 75. Social Media Crisis ManagementWhat’s important to keep in mind about any type of crisis assessment is not overreacting toa situation unnecessarily. We’ll cover a quick approach to assessing if an issue is going tobe a crisis, or it’s simply a downturn in opinion that will right itself over time. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  76. 76. The Most Critical Tool.LISTENING. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  77. 77. Free Social Media Listening ToolsUse any of the following tools to setup a “keyword” alert. When someone/something onlineposts that word, you will be alerted. • Google Alerts • Twitter Search • Social Mention • Addict-o-Matic • Topsy • Icerocket • OMGILI (forum searches) © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  78. 78. Paid Social Monitoring & Analyitics ToolsAlthough these service are “paid,” they are not necessarily monitored externally by aservice. These are simply more robust, feature-rich and expensive tools that you need tomaintain. • Sysomos • Radian6 • Trackur • Sproutsocial • Lithium (Previous ScoutLabs) • Spiral16 © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  79. 79. Setting Up Keyword AlertsA few suggestions for alert keywords: • Your name • Your @handle • Your email • Your phone number(s) • Your URL • Names of your directors and leadership • Names of your clients, brand and products • Keywords of any previous recalls, issues or industry related negative discussion © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  80. 80. Crisis Assessment Steps • Listen • Trigger Identification • Establish a “Pain Threshold” • Identify • Respond • Assess © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  81. 81. Trigger IdentificationUsing social media as a crisis management tool can come in many forms: • Product recall • Acts of God • Customer complaints • Guilt by association • Mass opinion • Smear campaigns • Service & support updates • Reputation management • Suicide posts © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  82. 82. Trolls vs. Mass Opinion© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  83. 83. Trolls vs. Mass OpinionTrolls: • Trolls are people who seemingly just want to start fights, give bad reviews, be angry and are often “one-hit wonders”. One-hit wonders will hit your site, be angry and never return – because they feel their job is done.Mass Opinion: • Mass opinion on the other hand is critical to understand. When your collective audience, group or community starts to turn on you (often lead by a troll or external claim from a competitor) it’s important to embrace their concerns and do your best to prove them otherwise. This is when consistency is key, and the best practice is not overreaching without proper backup. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  84. 84. Community Resolution vs. Crisis © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  85. 85. Community Resolution vs. CrisisOften within the confines of a passionate, positive and loyal community, the group as awhole will actually resolve many issues without your intervention. It’s important to judge ifsomeone is just being a “one-hit wonder” or venting. Often you can learn a great deal fromsomeone with a negative or conflicting opinion to your brand. Take the time and try toresolve the issue prior to blacklisting the person. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  86. 86. Suicide Posts © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  87. 87. Social media as a crisis management tool WHAT YOU SAY HAS TO STAY. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  88. 88. The “Pain Threshold” - SituationRank the viability of the situation: • Acknowledge the issue and your intent to create a resolution. • Do your best to work with them “off the grid” with a trained customer service representative. CRITICAL: LEGAL RESPOND IMMEDIATELY MESSAGING RISK REQUIRES RESEARCH KEY MONITORING LISTENING © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  89. 89. The “Pain Threshold” - SituationWhat if we get sued? • If legal issues arise, seek professional representation. • Don’t delay in your response, even if you must seek representation. • Trust is created only when the customer believes what you say. Know your message, brand and corporate promise.Immediately weigh the outcomes prior to response. • Who does it affect? Customers, community or both? • How many people does it affect? • Resolution timing and preparation. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  90. 90. The “Pain Threshold” - IndividualRank the viability of the user: • Does the user have a mass following or subscription base? • Are they a “one-hit-wonder” or a chronic complainer? • Does the user have an educated voice? • Has the user supported their issue with additional content? Are there photos, blog posts or adverse ratings? • What do past posts say about their candor and how they resolve problems? © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  91. 91. Crisis “Management”"Im sorry. How can I help?" • Advocate that they communicate with you offline, on the phone or by e-mail.If they refuse to work with you offline: • Ask them to outline their problem, issue or criticism on their chosen channel. • Listen to the problem and take their contact information. Tell them you will research the issue immediately and respond on the channel. GIVE UPDATES PUBLICLY! • Haste is key. Its about hours not days in social media. The faster you can respond, the better. If it takes time, check in and give updates. • Complete transparency of the issue is the best practice. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  92. 92. Crisis “Management” - Acts Of God / Terror • Be immediate to the minute • Address updates with care not to misinform • Maintain position until public opinion is at rest © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  93. 93. Crisis Management: Preventative Maintenance • Empower all customers to give feedback. Customers complain less if they feel like you hear them. • Check back in with people who had previous issues and ensure satisfaction. • Create polls, surveys and e-mail questionnaires to follow up on any issues, or to get a sense of your brand’s perceived position and trustworthiness. • “Kill ’em with kindness.” No matter what you say, it must come across as positive. • Watch out for multicultural methods of communications. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  94. 94. Advanced: Crisis Management Tactics • Create a network of SMEs (advocates) within your business category who are willing to publicly respond to your defense should it be required. • If the issue is so large that its collecting "mass opinions," you need to be ready to deploy ongoing messaging to the collective. Construct a website to drive attention of the issue into one area where you can control it. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  95. 95. Advanced: Crisis Management Tactics • In all cases of mass opinion, you and your team must increase your social monitoring to more granular keywording, and listen for abstractions that come from the opinion. This monitoring should be around the clock until you deem it no longer necessary. STANDARD LISTENING PRACTICE Brand Keyword Keyword Keyword DURING A DEFINED CRISIS Issue Users Press Detail keywords Comments Responses Public opinion Ratings/rankings In the news © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  96. 96. Advanced: Crisis Management Tactics • Actively train your staff to look out for possible threats to your brand and its messaging. • Your “digital voice” – Train your staff to make sure they communicate online in a way that can only be interpreted as positive. • Lastly, you and your staff must understand how to take responsibility for mass opinion. Like it or not, youre here to please the customer, not make/defend a point on your social channels. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  97. 97. Social Deployment Strategies© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  98. 98. Social Deployment StrategiesWhen starting in social media or running a social media campaign, there are an array ofrules that will improve your overall success. The most important thing is to simply play a partin your social marketing efforts as a positive, active, participant, and not a know-it-all leader. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  99. 99. Pre, During & Post© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  100. 100. Social Deployment ESTABLISH TRUST AGENTS MAINTAIN ENGAGEMENT INVITATIONAL PHASE ACTIVELEY RECRUIT ESTABLISH STORY CRESCENDO INCENTIVISE NEW CAMPAIGN CAMPAIGN END TEST & OPTIMIZE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  101. 101. Campaign Transition Phase© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  102. 102. Social Campaign Transitioning CAMPAIGN END NEW CAMPAIGN © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  103. 103. Gamification & Social Channels © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  104. 104. Gamification & Social Channels"Gamification is the use of game design techniques and mechanics to solve problems andengage audiences. Typically gamification applies to non-game applications (also known as"funware"), particularly consumer-oriented Web and mobile sites, in order to encouragepeople to adopt the applications. It also strives to encourage users to engage in desiredbehaviors in connection with the applications. Gamification works by making technologymore engaging, and by encouraging desired behaviors, taking advantage of humanspsychological predisposition to engage in gaming. The technique can encourage people toperform chores that they ordinarily consider boring, such as completing surveys, shopping,or reading web sites."Additionally: • Contests, trivia, sweepstakes and other basic gameplay is the baseline for most online “games.” • Gamification takes basic games to the next level and makes them social by using rewards like points, leader boards, time incentives, progressive complexity and other factors to maintain community and entice users with a reason to return. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  105. 105. Storytelling & Problem Solving© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  106. 106. Storytelling & Problem SolvingGreat social campaigns and blogs break down into two types:Storytelling: • Every great story has basic components that can be exploited within the confines of a marketing campaign or message. Primarily the ability to easily pass it along to others and develop more interest via - “word of mouth” (WOM) and digital sharing methods.Problem Solving: • Other successful social campaigns are bound in the ability to bring actionable content to a user base. People who derive benefit from the sites, brands and campaigns they follow are typically loyal and will invest a great deal of time participating as much as aggregating © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  107. 107. Digital Intelligence© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  108. 108. Digital Intelligence DefinedLooking at digital intelligence reports are different on a case-by-case basis. Each report willgive you insight into different specifics such as (but not limited to): • Traffic to your website • Traffic to a specific page, post, content item (photo, video, etc.) or comment • Demographics, psychographics breakdowns • Geographic reports • Search ranking • Advertising and campaign analytics • Customer and buying life cyclesMore: http://en.wikipedia.org/wiki/Web_analytics#Key_definitions © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  109. 109. Social Deployment in Ten Steps © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  110. 110. 10 Steps in Social Media Best PracticesUNDERSTANDING RESEARCH BASELINE SOCIAL MIX USER EXPERIENCE CREATIVE DEPLOY & ENGAGE RECRUIT SYNCHRONIZE TEST & OPTIMIZE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  111. 111. Step 1: Understanding 30 LOYALISTS CAMPAIGN USERS FUTURE USERS UNKNOWN © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  112. 112. Step 2: ResearchWhen researching your competitive social spectrum, seek key differentiators. It should beexpected that they will be in all the primary social platforms. Therefore it is necessary tointerview all key stakeholders in the brand, especially online. • Seek goal assessment and hierarchy within those goals. • Prioritize and understand the market landscape, product and competitive set. • Seek perceived key differentiators. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  113. 113. Step 3: Defining the baseline BaselineDefine social channels Mobile-enbleCall center Special toolsContests VideoCouponing Live chatBlogging PartnershipsPaid media Dynamic integrationMultilingual SMS programUser-generated content E-mail/newsletter programSocial channels Live shows/speaking engagementsNewsletters News/PR/published? © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  114. 114. Step 4: Social MixYour mix of social channels should be kept simple at first unless you have the necessaryinformation to reach out and establish engagement within more specific channels. FACEBOOK GOOGLE+ TBD SOCIAL WEBSITE EMAIL BLOG TBD SOCIAL TWITTER YOUTUBE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  115. 115. Step 5: User Experience“User experience (UX) is the way a person feels about using a product, system or service.User experience highlights the experiential, affective, meaningful and valuable aspects ofhuman-computer interaction and product ownership, but it also includes a person’sperceptions of the practical aspects such as utility, ease of use and efficiency of the system.User experience is subjective in nature, because it is about an individual’s feelings andthoughts about the system. User experience is dynamic, because it changes over time asthe circumstances change.”Additionally: • When constructing your UX, first make sure it corresponds to your story and goal assessment. • UX should not only give a sense of the way your campaign should look, but the voice, tone and manner of your conversation. • Remember to assess later in the campaign and test your UX to ensure your audience is getting the most from your efforts. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  116. 116. Step 6: CreativeThe biggest point to be made here is that it’s best if your creative is consistent across allyour social channels. Even if you’re between campaign efforts, make sure all your channelsare properly branded. The only caveat to this would be if you are running multiple storylines,brands or product sets that are different enough to be uniquely branded © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  117. 117. Step 7: Deploy & EngageBefore launch: • Connect measurement and listening tools • Pre-populate content • Invite a “beta” audience in to pre-populate conversation and give feedback • Construct campaign distribution • Overlap events • Prepare follow-up © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  118. 118. Step 8: RecruitRecruitment, Community & Retention: • Ask for “friends, fans & followers” (F3) • Be consistent in your messaging • Complete transparency • Maintain message consistency • “Make me special” - Incentives, deals & insider content! © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  119. 119. Step 9: SynchronizeSynchronizing your engagement is not about posting the same content across channels. Itis about coordinating your efforts in unison. Therefore if you push out a post or interestingcomment, do your best to make sure it goes across your chosen channels.Please note that synchronization is not part of standard conversation within a thread. Ifyou’re having a conversation with one if your F3s on a channel, it’s not necessary toreplicate it on another channel. Each channel is as unique as the conversation it contains. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  120. 120. Step 10: Test & OptimizeTo ensure you’re getting the most out of social business efforts, analyze your socialchannels using the analytics they provide. “Perceived” ROI is going to be different from onebrand to another, but many seek the following: • Online sales • Increased followers • Increased comments • E-mail/SMS signups • Positive brand impression • Positive ratings (especially on sites outside your immediate control) • PR Hits © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  121. 121. Great Sites To Follow© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  122. 122. Great Sites To Follow About Social Media & Blogging•http://adage.com/power150/ •http://www.jaffejuice.com/ •http://www.slashdot.org/•http://www.mashable.com/ •http://www.socialwayne.com/ •http://www.almostsavvy.com/•http://www.socialmediaexaminer.com/ •http://www.smedio.com/ •http://socialmediainfluence.com/•http://www.chrisbrogan.com/ •http://heidicohen.com/ •http://dannybrown.me/•http://www.copyblogger.com/ •http://www.twitip.com/ •http://www.socialmediainformer.com/•http://www.likeable.com/blog/ •http://www.kikolani.com/ •http://www.mediabadger.com/blog/•http://www.socialmediatoday.com/ •http://www.briansolis.com/ •http://www.ducttapemarketing.com/blog/•http://www.wearesocial.net/ •http://www.scottmonty.com/ •http://www.socialnorth.com/•http://www.social-media.alltop.com/ •http://www.socialmedia.biz/ •http://www.starmark.com/blog/social/•http://www.bethkanter.org/ •http://www.socialfresh.com/ ...or just Google it.•http://www.christopherspenn.com/ •http://www.socialtimes.com/•http://www.converstations.com/ •http://www.searchenginepeople.com © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  123. 123. Full DisclosureA portion of this material was aggregated from my position as Vice President of Interactive &Social Creative Director for the Starmark advertising agency. Many of the sections fromwithin this deck came directly from previous webinars that I wrote and presented.These presentations can be found in their entirety here: • http://www.slideshare.net/starmarkintl/starmark-2012-trends-report • http://www.slideshare.net/starmarkintl/social-media-crisis-management-9891604 • http://www.slideshare.net/starmarkintl/etips-webinar-best-practice-in-business-blogging • http://www.slideshare.net/starmarkintl/best-practices-of-web-site-designAdditionally, I suggest that you get our weekly updated “eTips” from here: • http://etips.starmark.com/ © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  124. 124. Questions & Answers“JusticeMitchell” - Twitter, Skype, AIM, Gmail www.JusticeMitchell.com © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

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