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Social Media V.2: The Social Business Archetype




                              Image via: http://www.wetanz.com/weapons/




              © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Interactive Creative & Social Media Director
Designer • Leader • Writer • Photographer • Speaker • New Business • Consultant • Storyteller • Socialite • Strategist • Idea Guy

                                                                          Hi.


                                             @justicemitchell



                                                 © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Defining Core Delivery Tools




© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
“Traditional Channels”




Television:                  Radio:                      Print & Newspaper:                                          Out of home:               PR:
 • Default entertainment      • Losing market share       • Default advertising                                       • Status quo               • Quickest to adapt to
 • Seeking relevance          • Non-satellite properties  • Seeking relevance with                                    • Seeking alternative        social media
 • Non-cable properties are     are seen as saturated in    QR codes, web and                                           models                   • Merging as a

   seen as saturated in         advertising                 “follow” programs                                         • Digital and media          synonymous method of
   advertising                • Is dropping off as a      • Tablet marketing is                                         signage gaining            support within social
 • Growing reliance on          medium within mix           encroaching media                                           popularity                 media
   cable properties           • Increase awareness and      share                                                     • Seeking customization of • Strong Story seed
 • Betting on online content    growth within             • Strong Story seed                                           content
 • Strong Story seed
                                multicultural content                                                                 • Weak Story seed
                              • Weak Story seed




                                             © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Media Growth Patterns




© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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)
Social Business Integration




© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Business Defined


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



                                    © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Social Business Archetype

             SOCIAL MEDIA MESSAGING

  “NATURAL” SOCIAL CHANNEL ENGAGEMENT

       SOCIAL PRODUCT & EDUCATION

           SOCIAL CUSTOMER SERVICE

      SOCIAL COMMUNITY MANAGEMENT

SOCIAL TRAINING, EDUCATION & ENCULTURATION

 BRAND PROTECTION & CRISIS MANAGEMENT

       SOCIAL CUSTOMER RETENTION

      FUTURE BUSINESS DEVELOPMENT

                   SOCIAL INTELLIGENCE
       © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Media Messaging


     TRADITIONAL
        EMAIL
      BLOG POST
        PR HIT                                                         VARIABLE CONTENT                       EXTERNAL CONTENT




     STORY SEED      SINGLE POST                                      CONNECTED POST                             REFERRAL




                                                                          TAKE A POSITION                        REFERENCE




                     © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Natural Social Channel Engagement




                FEEDBACK




                                                    DISTRIBUTE
       ENGAGE




                BLOG POST




                 SURVEY




                      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Product & Education




                      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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


                      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Customer Service




                          38,600 F3’s
                      © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Community Management


 •   Forums boards

 •   Facebook groups & pages

 •   Email Newsletters

 •   Heavily commented blogs

 •   Niche social channels

 •   Closed communities

 •   B2B internal networks




                               © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Training, Education & Enculturation




                                                   PRESENTATIONS




                                                                                                         E•BOOKS & DOCUMENTS
                          TRAINING
                                                    EDUCATIONAL
THOUGHT LEADERSHIP                                    CONTENT                                                                  THOUGHT LEADERSHIP
                                                      CONTENT




                                               SURVEYS & TESTING




                         © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Brand Protection & Crisis Management


 •   Google Alerts

 •   Twitter Search

 •   Social Mention

 •   Icerocket

 •   OMGILI (forum searches)




                               © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Customer Retention


 •   Pre, During & Post Evaluations                                                                                       BENEFIT

 •   Pre, During & Post Crisis

 •   Customer Surveys

 •   Customer Service Reassurance

 •   Comment & Feedback

 •   Brand Impressions

 •   Scheduled Reconnection

 •   Top-of-mind Maintenance




                                 © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Future Business Development


 •   Socially Prototype                                                                                                   SOCIALLY
                                                                                                                         PREDICTIVE
 •   Social “Suggestions Box”                                                                                             BUSINESS

 •   Competitive Analysis

 •   New Business Within Current Clients

 •   “Thought Leadership”

 •   Trends Analysis




                                © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Social Intelligence


 •   Feedback

 •   Sentiment

 •   Trending content

 •   Demo/Geo/Psychographics

 •   Quantitative Vs. Qualitative

 •   Transactional Vs. Impression

 •   Overall lift




                                    © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Landscape of Modern Social Business With Its “Touch Points”


                                       INTELLIGENCE,
                              TESTING & ONGOING ENGAGEMENT

        DEALS

                                      SOCIAL                                     SOCIAL




TRADITIONAL MARKETING                                    WEBSITE                                                 SOCIAL PR, EMAIL & SMS
                        SOCIAL                                                                  SOCIAL




                                                                                                                      CONTENT &
                                                                                                                      COMMUNITY
                                     SOCIAL                                      SOCIAL


                                                     BRAND
                                                  AMBASSADORS
                                                                                                                       EDUCATION


                        © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Questions & Statistically Probable Answers
 “JusticeMitchell” - Twitter, Skype, AIM, Gmail



www.JusticeMitchell.com

           © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

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PHX Corporate Presentation March 2024 Final
 

Social Media - Generation II: The Social Business Archetype

  • 1. Social Media V.2: The Social Business Archetype Image via: http://www.wetanz.com/weapons/ © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 2. Interactive Creative & Social Media Director Designer • Leader • Writer • Photographer • Speaker • New Business • Consultant • Storyteller • Socialite • Strategist • Idea Guy Hi. @justicemitchell © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 3. Defining Core Delivery Tools © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 4. “Traditional Channels” Television: Radio: Print & Newspaper: Out of home: PR: • Default entertainment • Losing market share • Default advertising • Status quo • Quickest to adapt to • Seeking relevance • Non-satellite properties • Seeking relevance with • Seeking alternative social media • Non-cable properties are are seen as saturated in QR codes, web and models • Merging as a seen as saturated in advertising “follow” programs • Digital and media synonymous method of advertising • Is dropping off as a • Tablet marketing is signage gaining support within social • Growing reliance on medium within mix encroaching media popularity media cable properties • Increase awareness and share • Seeking customization of • Strong Story seed • Betting on online content growth within • Strong Story seed content • Strong Story seed multicultural content • Weak Story seed • Weak Story seed © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 5. Social Media Growth Patterns © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 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. Social Business Integration © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 8. Social Business Defined 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 © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 9. The Social Business Archetype SOCIAL MEDIA MESSAGING “NATURAL” SOCIAL CHANNEL ENGAGEMENT SOCIAL PRODUCT & EDUCATION SOCIAL CUSTOMER SERVICE SOCIAL COMMUNITY MANAGEMENT SOCIAL TRAINING, EDUCATION & ENCULTURATION BRAND PROTECTION & CRISIS MANAGEMENT SOCIAL CUSTOMER RETENTION FUTURE BUSINESS DEVELOPMENT SOCIAL INTELLIGENCE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 10. Social Media Messaging TRADITIONAL EMAIL BLOG POST PR HIT VARIABLE CONTENT EXTERNAL CONTENT STORY SEED SINGLE POST CONNECTED POST REFERRAL TAKE A POSITION REFERENCE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 11. Natural Social Channel Engagement FEEDBACK DISTRIBUTE ENGAGE BLOG POST SURVEY © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 12. Social Product & Education © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 13. 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 © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 14. Social Customer Service 38,600 F3’s © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 15. Social Community Management • Forums boards • Facebook groups & pages • Email Newsletters • Heavily commented blogs • Niche social channels • Closed communities • B2B internal networks © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 16. Social Training, Education & Enculturation PRESENTATIONS E•BOOKS & DOCUMENTS TRAINING EDUCATIONAL THOUGHT LEADERSHIP CONTENT THOUGHT LEADERSHIP CONTENT SURVEYS & TESTING © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 17. Brand Protection & Crisis Management • Google Alerts • Twitter Search • Social Mention • Icerocket • OMGILI (forum searches) © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 18. Social Customer Retention • Pre, During & Post Evaluations BENEFIT • Pre, During & Post Crisis • Customer Surveys • Customer Service Reassurance • Comment & Feedback • Brand Impressions • Scheduled Reconnection • Top-of-mind Maintenance © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 19. Future Business Development • Socially Prototype SOCIALLY PREDICTIVE • Social “Suggestions Box” BUSINESS • Competitive Analysis • New Business Within Current Clients • “Thought Leadership” • Trends Analysis © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 20. Social Intelligence • Feedback • Sentiment • Trending content • Demo/Geo/Psychographics • Quantitative Vs. Qualitative • Transactional Vs. Impression • Overall lift © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 21. The Landscape of Modern Social Business With Its “Touch Points” INTELLIGENCE, TESTING & ONGOING ENGAGEMENT DEALS SOCIAL SOCIAL TRADITIONAL MARKETING WEBSITE SOCIAL PR, EMAIL & SMS SOCIAL SOCIAL CONTENT & COMMUNITY SOCIAL SOCIAL BRAND AMBASSADORS EDUCATION © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  • 22. Questions & Statistically Probable Answers “JusticeMitchell” - Twitter, Skype, AIM, Gmail www.JusticeMitchell.com © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED