social media - generation ii: the social business archetype

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Social Media V.2: The Social Business Archetype

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Hi.

@justicemitchell

Interactive Creative & Social Media DirectorDesigner • Leader • Writer • Photographer • Speaker • New Business • Consultant • Storyteller • Socialite • Strategist • Idea Guy


Defining Core Delivery Tools


“Traditional Channels”

Television:• Default entertainment• Seeking relevance• Non-cable properties are seen as saturated in advertising

• Growing reliance on cable properties

• Betting on online content• Strong Story seed

Radio:• Losing market share• Non-satellite properties are seen as saturated in advertising

• Is dropping off as a medium within mix

• Increase awareness and growth within multicultural content

• Weak Story seed

Print & Newspaper: • Default advertising• Seeking relevance with QR codes, web and “follow” programs

• Tablet marketing is encroaching media share

• Strong Story seed

Out of home:• Status quo• Seeking alternative models

• Digital and media signage gaining popularity

• Seeking customization of content

• Weak Story seed

PR:• Quickest to adapt to social media

• Merging as a synonymous method of support within social media

• Strong Story seed


Social Media Growth Patterns


Social Media Timeline

• Bul

letin

Boa

rd S

yste

ms

(BB

S)

• Gen

1 W

ebsi

tes

• Blo

ggin

g

• For

ums

boar

ds

• Gen

2 W

ebsi

tes

(HTM

L E

dito

rs)

• Em

ail m

arke

ting

• Sea

rch

mar

ketin

g (S

EO

1.0

)

• .C

om e

ra -

land

gra

b

• Blo

ggin

g 2.

0 (b

logg

er)

• Web

2.0

- va

ryin

g to

ols

& m

enta

lity

• Inb

ound

mar

ketin

g

• Com

plia

ncy

- CS

S

• Lin

kedi

n

• Sel

f pro

mot

ion

era

• Fac

eboo

k

• You

Tube

• Tw

itter

• SE

O 2

.0 m

arke

ting

• Vira

l Mar

ketin

g

• iP

hone

& S

mar

t pho

nes

- App

s; S

MS

; mob

ile w

eb

• Loc

atio

n ba

sed

mar

ketin

g

• Soc

ial M

edia

mon

itorin

g

• Soc

ial M

edia

cha

nnel

s ex

plos

ion

• HTM

L5

• iP

ad &

tabl

ets

• Mob

ile c

ompl

ianc

e &

Res

pons

ive

desi

gn

• Goo

gle+

• New

ly b

loss

omin

g so

cial

cha

nnel

s (P

inte

rest

)

1990

’s

1994

1996

1998

1999

2000

2003

2004

2006

2005

2007

2009

2010

2011


Social Business Integration


The roles of social business are many. The baseline is to understand that within all aspects of your business, both internal and external, they are social by nature. Therefore using many of the same tools that are defined in the role of social media; in addition many other (enterprise level B2B based) applications to fulfill (but not limited to):

• Articles and content

• Brand Stewardship

• Alerts, news, recalls, etc.

• Customer service (internal/external)

• Pre, During, Post Engagement Scenarios

• Community development, moderation and growth

• Prototyping, incubating and development

• Testing and optimization

Social Business Defined


SOCIAL MEDIA MESSAGING

“NATURAL” SOCIAL CHANNEL ENGAGEMENT

SOCIAL PRODUCT & EDUCATION

SOCIAL CUSTOMER SERVICE

SOCIAL COMMUNITY MANAGEMENT

SOCIAL TRAINING, EDUCATION & ENCULTURATION

BRAND PROTECTION & CRISIS MANAGEMENT

FUTURE BUSINESS DEVELOPMENT

SOCIAL CUSTOMER RETENTION

The Social Business Archetype

SOCIAL INTELLIGENCE


Social Media Messaging

REFERENCE

SINGLE POSTSTORY SEED REFERRALCONNECTED POST

TRADITIONALEMAIL

BLOG POSTPR HIT VARIABLE CONTENT

TAKE A POSITION

EXTERNAL CONTENT


Natural Social Channel Engagement

BLOG POST

SURVEY

FEEDBACK

EN

GA

GE

DIS

TRIB

UTE


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

CONTENTEDUCATIONALCONTENT

SURVEYS & TESTING

PRESENTATIONS

TRA

ININ

GE

•BO

OK

S &

DO

CU

ME

NTS

THOUGHT LEADERSHIP THOUGHT LEADERSHIP


• Google Alerts

• Twitter Search

• Social Mention

• Icerocket

• OMGILI (forum searches)

Brand Protection & Crisis Management


• Pre, During & Post Evaluations

• Pre, During & Post Crisis

• Customer Surveys

• Customer Service Reassurance

• Comment & Feedback

• Brand Impressions

• Scheduled Reconnection

• Top-of-mind Maintenance

Social Customer Retention

BENEFIT


• Socially Prototype

• Social “Suggestions Box”

• Competitive Analysis

• New Business Within Current Clients

• “Thought Leadership”

• Trends Analysis

Future Business Development

SOCIALLYPREDICTIVEBUSINESS


• Feedback

• Sentiment

• Trending content

• Demo/Geo/Psychographics

• Quantitative Vs. Qualitative

• Transactional Vs. Impression

• Overall lift

Social Intelligence


The Landscape of Modern Social Business With Its “Touch Points”

INTELLIGENCE, TESTING & ONGOING ENGAGEMENT

SOCIAL PR, EMAIL & SMS

EDUCATION

BRAND AMBASSADORS

TRADITIONAL MARKETING WEBSITE SOCIAL

SOCIAL

SOCIAL

SOCIAL

SOCIAL

SOCIAL

CONTENT & COMMUNITY

DEALS


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

www.JusticeMitchell.com

http://www.JusticeMitchell.com




social media - generation ii: the social business archetype

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social business integration

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