The Business of Social Media: V3

© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Business Of Social Media: V3.

Who Uses Social Media?

Were did we come from?
•BulletinBoardSystems(BBS)
•Gen1Websites
•Blogging
•Forumsboards
•Gen2Websites(HTMLEditors)
•Emailmarketing
•Searchmarketing(SEO1.0)
•.Comera-landgrab
•Blogging2.0(blogger)
•Web2.0-varyingtools&mentality
•Inboundmarketing
•Compliancy-CSS
•Linkedin
•Selfpromotionera
•Facebook
•YouTube
•Twitter
•SEO2.0marketing
•ViralMarketing
•iPhone&Smartphones-Apps;SMS;mobileweb
•Locationbasedmarketing
•SocialMediamonitoring
•SocialMediachannelsexplosion
•Mobilecompliance&Responsivedesign
•HTML5
•iPad&tablets
•Instagram;Socialphotosharing
•Pinterest
•Google+
•Contentmarketing
1990’s
1994
1996
1998
1999
2000
2003
2004
2006
2005
2007
2009
2010
2011

Deﬁne Social Media.

• Creating relationships
• “Conversational Engagement”
! Likes, tweets, posts, replies, RTs
• Recruitment & retention
• Brand Impression
• Creating trust
• Storytelling
• Sharing
• Sales
Social Media is ...

Why should I care?

1,000?
680
208
130
The Shocking Math

! Trust makers
! “Brand fragility”
! Guilt by association
! Your audience is your family
! Social content consistency is the expectation
! Secondary and tertiary F3
Creating A Social Business: Your “F3”
Friends, Fans & Followers.
Friends
Fans
Followers

Social Standard Operating Procedures

! Social milestones
! Primary goals & business objectives
! Your chosen social channels in support of the goals
! What to do “IF”
! Step 1, Step 2 ...
! Brand protection vs. litigious items
! Voice, Tone & Manner of your social brand
! Infraction of polices
... if this document doesn’t change every six months — it’s not current!
Trusted advisor: www.GregGalloway.com
How & What To Do

What’s The Number One Thing You Should Be Doing?

LISTENING

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Social Monitoring: What to look for
! Rating & reviews
! Industry changes
! Competitive activity
! Trending changes & opinions
! Contests, coupons & calls to action (CTAs)
! Customer sentiment
! Ratings & reviews
! Feedback
! Articles

Social Monitoring: Problem Children
! Take it “o" the grid”
! Check Klout Score
! Patterns of behavior
! Do they have disciples?
! “I’m sorry, how can I help?”
! Are the educated in their response?
! Have the posted supporting content?
! Public resolutions
... social transparency always wins.

Deﬁne the “Social” Within Your Business.

CONVERSATIONS
Social Media. Social Business.
CONVERSATIONS
BRAND
PROTECTION
THOUGHT
LEADERSHIP
CUSTOMER
SERVICE
CRISIS
MANAGEMENT
PRODUCT
EDUCATION
COMMUNITIES
TRAINING &
ENCULTURATION
NEW BUSINESS
DEVELOPMENT
CUSTOMER
FEEDBACK
PROTOTYPING
TOOL
AMBASSADORS
BRAND
IMPRESSION
CREATING
TRUST
SOCIALINTELLIGENCE

The “ME-CONOMY”
! I don’t want your ads
! I want to be heard
! I want to feel wanted
! I want to feel educated
! I want to show you o" to my friends
! I want the ability to choose, create & customize
! I want to be treated as special, unique and coveted
! I want to talk to the brands I love, and know they love me too
CUSTOMER
SERVICE
CUSTOMER
FEEDBACK
PROTOTYPING
TOOL
CONVERSATIONS

INSPIRE your audiences to CONNECT with you with a goal of
helping them ACHIEVE their goals. You will then achieve your
goals by default. Inspire – connect – achieve!
Creating “ME-CONOMY” CONTENT
! What’s in it for me? (WIIFM) Have you asked me?
! Is it time to rebrand your content’s “voice?”
! Are all your social channels saying the same thing?
! Does your content talk about you? Or does it talk with
CONVERSATIONS
BRAND
IMPRESSION
PRODUCT
EDUCATION
TRAINING &
ENCULTURATION
with you with a goal of
their goals. You will then achieve your
with you with a goal of
their goals. You will then achieve your
The Top 10 Women Social
Media Influencers

The New School of Social Business

Social Business: Customer Service
! Call centers
! Live chats
! Alerts/recalls
! Trouble tickets
! Comments & questions
! A social comment(s) should be taken as
seriously as a phone call
! Social “Kung Fu”
CREATE A UNIQUE CHANNEL

Social Business: Communities
! Feed them ﬁrst!
! Constant activity
! Embrace brand Ambassadors
! Communities can come to your aid in crisis
! Seek feedback

Social Business: Crisis Management
! Weather - Act of God
! “Topical Issues”
! Guilt by association
! Problematic user/group(s)
Create/update a social crisis SOP document.
CREATE A CRISIS OUTPOST

Social Business: Training & Enculturation
! Keep guests and sta" current
! Accept that change is constant
! Empower your sta" with education
! Create surveys for your guests & sta"
! Monitor to grow and optimize your systems
! Seek ﬁscal e#ciencies with social

Social Business: New Business & Recruitment
! Understand that your landscape will change
without warning – ask how to improve!
! Listen to your competitors and balance o"erings
! New business is found in new places
! There’s nothing wrong with asking!

How Do I Get Started?

Stafﬁng

What to look for in hiring a social company.
! Ask for case studies
! Speciﬁc “social” services
! Practicing what they preach
! Not servicing your competitors
! What does their “Rolodex” look like?
! Get contacts to their clients
! Get their social links
themarketingnutz.com

What Are The Best Tools?

! Hootsuite
! SproutSocial
! Google Analytics
Tools of the trade.
Google Analytics

What Are The MUST-HAVE Social Content Channels?

Visual Consistency

On Social Automation
! A social channel is a unique audience
! Diversify your distribution
! Diversify your content
! Social protocol

Put A Face On It

! This is NOT a direct sales tool!
! Social media is more than just posting!
! You don’t need to be on every social channel
! Be monitoring your competitors & the overall industry
! Be visual & create interesting content
! Stay active and consistent
! Transparency is key
Key Takeaways
ALL CONTENT SHOULD BE MOBILE FRIENDLY!

The Social Trinity
1. Don’t Set It & Forget It
2. Be Fearless Of Change
3. Fail Fast!

Questions & Statistically Probable Answers
“JusticeMitchell” - Twitter, Skype, AIM, Gmail ...
www.JusticeMitchell.com

The Business of Social Media: V3

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