Social Media Is Dead: Long Live Common Sense.
56
Social Media Is Dead. Long Live Common Sense. March, 2010 David Armano, SVP Digital | edelmandigital.com I @armano
-
Upload
david-armano -
Category
Business
-
view
115.458 -
download
2
Transcript of Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead. Long Live Common Sense.
March, 2010 David Armano, SVP Digital | edelmandigital.com I @armano
2
This is a product
COMMON SENSE ISN’T ALL THAT COMMON
—anonymous
3
This is a product
WE’VE ALL BEEN HERE
4
5
This is a product
MANY OF US ARE HERE (UNFORTUNATELY)
6
Give me some of that
7
This is a product
YOU’RE NOT READY FOR THAT (YET)
8
This is a product
FIRST, UNDERSTAND IT’S DIFFERENT
9
10
This is a product
NOW, ACCEPT THAT IT’S NOT MARKETING (AS YOU KNOW IT)
11
CUSTOMER CARE PR IT MarkeLng
“social media” touches all of these
HR
12
This is a product
IT’S MORE THAN MARKETING?
13
This is a product YES
14
This is a product
LET’S BREAK IT DOWN
15
This is a product
COMMUNITY
16
17
18
19
20
Nearly 17k, Funded By Community
21
This is a product
COMMUNICATION
22
Status Updates Have Become Ubiquitous
23
This is a product
LOCALIZATION
24
Local + Mobile Make Everything Regional
25
This is a product
LOCAL ISN’T NEW (WE TALK TO NEIGHBORS)
26
This is a product
COLLABORATION
27
28
This is a product
INTEGRATION
29
Source: Facebook Connect Developers
Ownership Of Data vs. Convenience & Socializa\on
30
This is a product
ENGAGEMENT
31
Employees Can Become Ambassadors
32
This is a product
VALUE
33
34
This is a product
VISIBILITY
35
Paid, Earned, Owned Search
Social Search
36
This is a product
TRUST
37
This is a product
Trust Fluctuates, But Ma]ers More Than Ever
38
This is a product
MEDIA
39
This is a product
Media = The Ways We Engage In Context
Contains interactive elements sans human to human interaction
Contains social (human to human) interactions
Engagement occurs via mobile device or location
Overlap of all 3 forms of engagement
40
This is a product
SILVER BULLET?
41
This is a product YES
42
This is a product CHANGE.
(OUCH)
43
This is a product
A SOCIAL ORGANIZATION REQUIRES
SOCIAL BUSINESS PLANNING
44
Business & Brand Alignment (Internal + External)
Public Engagement Marke\ng
Customer Service Communica\ons
Events Campaigns Advocacy
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
SUSTAINABLE EFFORTS
Training Process
Organiza\on Models Staffing
Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
45
New Organiza\onal Models
Key: TM Traditional Marketing DM Digital Marketing SM Social Media C Corporate Marketing/Communications
46
New Staffing Models
CORPORATE MARKETING
Social Media Director
Social Media Manager, customer engagement
Social Media Manager, employee engagement
Social Media
ExecuLve CommiYee
= directly reports = accountable to
47
New Policies
Source: ESPN
48
New Process
Source: Dell Outreach in the blogosphere, Scribd
49
New Technology
50
New Training
Source: Edelman Belt System
51
New Culture
CLOSED Silos, rigidity & information
hoarding
COLLABORATIVE Freely sharing information and
knowledge internally
OPEN Connecting internal and external
ecosystems/communities for mutual gain
52
New Leadership Abtudes
RISK = OK
53
Learning To Fly
Crawling Monitoring, listening, Establishing infrastructure.
Walking Leveraging pla^orms, producing content, parLcipaLng.
Running Engaging, responding, leveraging employees.
Flying Scaling, systemaLzing and integraLng into all business funcLons.
54
Listen First, Refine And Never Stop
• Sentiment • Topics of interest, issues • Complaints, compliments, questions
• Needs • Motivations • Goals • Objectives
• One to one • One to many • Many to many
• Influence • Participation • Effectiveness • ROI
• Refine • Launch • Measure
55
This is a product
USE COMMON SENSE
Social Media Is Dead. Long Live Common Sense.
March, 2010 David Armano, SVP Digital | edelmandigital.com I @armano
