History of Social Media
Center (White): At the center of the Brandsphere is the brand story. Everything starts with not just defining what the brand represents, but how it comes alive in social networks. This requires definition through a social media style guide and the development of a complete persona, voice, and promise. Ring 1 (Red): The brand story is supported by tenets that serve as the connective tissue between the brand story and the technology that creates a path to consumers. Ring 2: The vertical gray lines (triangles) divide the media types between Paid, Promoted, Owned, Shared, and Earned. Ring 2 provides the various options available to brands within each channel. Ring 3 (Orange): Each media type is then enlivened through various forms of activation including Engagement, Gamification, SEO, Content Marketing, and SMO. Ring 4 (Light Green): Media types are then visualized through the various platforms consumers use to discover, consume, and share content aka the Four Screens: PC, TV, Tablet, Mobile. Ring 5 (Green): Media objects are then pushed and socialized through promotion, syndication, and organic means. Ring 6 (Dark Green): Objects are further distributed and also measured through 1) Clickthroughs, presence and traffic, 2) Actions, Reactions, and Transactions (A.R.T), 3) Word of Mouth, and 4) Shares. Ring 7 (Light Blue): Content then finds a permanent home among the groups that value information based on social graphs (personal and professional relationships) and interest graphs (networks based on commonalities and shared interests). Ring 8 (Dark Blue): Objects are analyzed, activated, and/or repurposed by the various markets intrigued by the branded story.