Social Media - Generation II: The Social Business Archetype

Social Media V.2: The Social Business Archetype

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© 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


“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


Social Media Growth Patterns


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

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


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


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

Social Media Messaging

TRADITIONAL
EMAIL
BLOG POST
PR HIT VARIABLE CONTENT EXTERNAL CONTENT

STORY SEED SINGLE POST CONNECTED POST REFERRAL

TAKE A POSITION REFERENCE


Natural Social Channel Engagement

FEEDBACK

DISTRIBUTE
ENGAGE

BLOG POST

SURVEY


Social Product & Education


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


Social Customer Service

38,600 F3’s

Social Community Management

• Forums boards

• Facebook groups & pages

• Email Newsletters

• Heavily commented blogs

• Niche social channels

• Closed communities

• B2B internal networks


Social Training, Education & Enculturation

PRESENTATIONS

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

SURVEYS & TESTING


Brand Protection & Crisis Management

• Google Alerts

• Twitter Search

• Social Mention

• Icerocket

• OMGILI (forum searches)


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


Future Business Development

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

• Competitive Analysis

• New Business Within Current Clients

• “Thought Leadership”

• Trends Analysis


Social Intelligence

• Feedback

• Sentiment

• Trending content

• Demo/Geo/Psychographics

• Quantitative Vs. Qualitative

• Transactional Vs. Impression

• Overall lift


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


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

www.JusticeMitchell.com


Social Media - Generation II: The Social Business Archetype

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