What's yoursocialmediaarchitecture
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Joshua-Michéle Ross @jmichele Director, Digital Strategy, Europe Fleishman Hillard
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The Widow
The Architect
The Engineer
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Campaigns leading nowhere…
A maze of isolated sites with no connection…
Abandoned “rooms” haunted by ghosts of customers past…
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WSJ Print
Day One
15+ MIL.
10+ MIL.
5 MIL.
1 MIL.
INFLUEN
CE
TIME
5:30 PM 12:00 AM 5:30 PM
Day Two
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WSJ Print
Day One
15+ MIL.
10+ MIL.
5 MIL.
1 MIL.
INFLUEN
CE
TIME
5:30 PM 12:00 AM 5:30 PM
Day Two
CNET.com NYTimes.com CNN.com AP.com
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Terms of success will shift from “pages” and campaigns to coordination and connectivity
In order to get there we need a social media architecture
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Unitas, Firmitas, Venustasis
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UTILITY
DURABILITY
BEAUTY
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A structure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence
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What is my current blueprint?
What communities will I serve?
What needs will I focus on?
What is our “Link and Like” structure
How do I design for durability?
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Shared passion, concern or direct need
Language
Locality, cultural bias
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Be Inspired, Entertained
Earn Status
Learn
Get Support
Be Rewarded
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Your social site map
Describes how customers navigate (link) across social media properties and find the communities where they belong (like)
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Provide a single, simple checklist Objective Unique community Needs focus Content commitment Service level agreements
Empower those closest to the community
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Conway’s Law
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“Organizations which design systems are constrained to produce designs which are copies of the communication structures of these organizations”
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A fragmented, “inside-out” organization without a coherent approach
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“An organization consciously designed around sociality and social technologies” -Stowe Boyd
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Vision/Purpose Code of Conduct
General Guidelines
Official Guidelines
Digital IQ Training
Certification
Social Media Outreach
Content Planning
Community Management
Center of Excellence
Social Business Council
Editorial Board
Identity and Core Values
What everyone should know about social media
What official reps should know
Oversees the brand as a conversation
Standards and practices (people, process, tech), recommendations to SBC
Cross-Disciplinary Executives make decisions, foster cross-functional collaboration, fund initiatives
Brand-Specific
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“An organization consciously designed around sociality and social technologies”
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@jmichele www.opposableplanets.com