1. EMERGING AND SOCIAL
MEDIA IN THE MARKETPLACE
MARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300

2. RE: SOCIAL SHARING
WHAT IS A SOCIAL BUSINESS?
AGENDA /
/ CLASS DISCUSSION
CASE STUDIES
MID-TERM ASSIGNMENT
QUESTIONS
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3. RE: SOCIAL SHARING
QUESTIONS ON BOOKMARKING, SOCIAL NEWS, SOCIAL SHARING
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4. SOCIAL SHARING + BOOKMARKING
What are the benefits of social bookmarking?
• Allows the storage, management, organization and searching for
bookmarks, resources, or assets.
• Creates inbound links to your content when in turn drives traffic,
increases your page ranking, and encourages sharing.
• Distributes content across a variety of services and sites.
What are the benefits of social sharing?
• Quick and effective way to promote and spread content.
• Increases visibility, awareness and influence.
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5. WHAT DEFINES A SOCIAL
BUSINESS?
DELIVERING ON SOCIAL DNA
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7. SOCIAL BUSINESS
Often referenced as a “social business”, “social enterprise” or “enterprise
2.0”. It’s not just about social media, but about a new era of collaboration.
• An organization that has put in place the strategies, technologies
and processes to systematically engage all the individuals of its
ecosystem (employees, customers, partners, suppliers) to maximize
the co-created value.
• “A social business isn’t a company that just has a Facebook page
and a Twitter account. Social business means that every
department, from HR to marketing to product development to
customer service to sales, uses social media the way it uses any
other tool and channel to do its job.”
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8. SOCIAL BUSINESS
Ethan McCarty, Senior Manager of Digital and Social Strategy at IBM:
• Social media will be dwarfed by social business.
• People do business with people, not companies.
• Your employees need to be digital citizens, too.
• You don’t need to eat the whole social business elephant in one bite.
• A social business can be a good business, too.
• Enough already with the useless email chains.
• It’s okay to fail as long as you do it quickly.
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9. “To be a social enterprise, a company needs
to embrace transparency as a guiding
principle for business and engage in
conversations with customers whenever and
wherever they are talking.”
Wendy Lea, CEO
GetSatisfaction.com

10. SOCIAL
CUSTOMER
CUSTOMER SOCIAL
SATISFACTION LISTENING
SALES
ADVOCACY
PRODUCT FEEDBACK
VALUE
CREATION
SOCIAL SOCIAL
BUSINESS BRAND
ENGAGEMENT
BRAND ENABLEMENT
PRODUCT DISCOUNTS
PRODUCT INNOVATION
RELEVANT CONTENT
PROCESS IMPROVEMENT
CUSTOMER SERVICE
WORK FLOW
PROCESS

11. CALL VOLUME
PROBLEMS PRODUCTS
VALUE
CREATION
PROCESS RETENTION
REVENUE

12. SOCIAL BUSINESS
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13. CLASS DISCUSSION
HOW DO YOU THINK A BUSINESS CAN BENEFIT FROM BEING MORE SOCIAL?
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15. SOCIAL BUSINESS CASE STUDIES
BRAND: AT&T
• Moving Beyond Social Media
• Opportunity to collaborate, brain storm,
and provide up-to-the-moment content
for people in the field.
• Wikis growing faster than any other tool
for people in customer service and techs
in the field.
• Saving $80 Million in Productivity
• Social media profiles and collaboration
tools to help AT&T benefit internally and
externally.
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16. SOCIAL BUSINESS CASE STUDIES
BRAND: Domino’s Pizza
• Employees on YouTube
• In 2009, employees recorded
themselves doing disgusting things.
• Poor crisis management.
• Reinvented the Brand
• Improved product.
• Transparency.
• Encouraged conversation.
• Real-time monitoring.
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17. SOCIAL BUSINESS CASE STUDIES
BRAND: Mint.com
• Improved Customer Service and Support
• Within the first 90 days of implementing
Get Satisfaction, Intuit's Mint.com
reported a 75% decrease in weekly
support tickets.
• Self-serve community based support
forum that gives consumer the
opportunity to share feedback and index
questions and responses.
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18. SOCIAL BUSINESS CASE STUDIES
BRAND: Victors and Spoils
• Crowd Sourcing Creative Development
• Creative agency that is using consumer-
created work to expand their team and
generate more ideas for brands.
• Harley-Davidson
• Cages" is a concept that comes out of
the motorcycle lifestyle ... typically it
meant no cars.
• The crowd and Victors & Spoils took
"cages" and make it more about
liberation from your boring life.
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19. SOCIAL BUSINESS CASE STUDIES
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20. ASSIGNMENT
FEBRUARY 8, 2012
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21. ASSIGNMENT
February 8, 2012
• Guest Speaker
• Submit any questions you have for Sarah Van Elzen
(@SarahVanElzen) and connect with her in social channels.
• Blog Entries + Comments
• Read class members’ blogs by end of week and comment at least
twice. (Submit links on D2L).
• Twitter
• Don’t forget to participate in sharing content on Twitter using the
#ADPR4300 hashtag. (At least twice a week)
• Readings
• Check D2L for appropriate links.
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22. ASSIGNMENT
February 8, 2012
• Mid-term Exam
• Teams of three, will need to select a brand for approval by next
Wednesday.
• Research potential brands and companies.
• Collect and analyze the information about the brand or company
how they are expanding social and emerging media from a channel
to a piece of their workflow and business units.
• Describe the problem / opportunity, provide a background on the
company or brand, provide any information on the audience, results
and any conclusion on the efforts.
• Will have a full assignment document on D2L next week for
Monday.
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23. QUESTIONS
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