Social Media Is Dead: Long Live Common Sense. by David Armano
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Social Media Is Dead. Long Live Common Sense.
March, 2010 David Armano, SVP Digital | edelmandigital.com I @armano
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This is a product
COMMON SENSE ISN’T ALL THAT COMMON
—anonymous
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This is a product
WE’VE ALL BEEN HERE
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This is a product
MANY OF US ARE HERE (UNFORTUNATELY)
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Give me some of that
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This is a product
YOU’RE NOT READY FOR THAT (YET)
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This is a product
FIRST, UNDERSTAND IT’S DIFFERENT
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This is a product
NOW, ACCEPT THAT IT’S NOT MARKETING (AS YOU KNOW IT)
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CUSTOMER CARE PR IT MarkeLng
“social media” touches all of these
HR
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This is a product
IT’S MORE THAN MARKETING?
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This is a product YES
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This is a product
LET’S BREAK IT DOWN
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This is a product
COMMUNITY
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Nearly 17k, Funded By Community
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This is a product
COMMUNICATION
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Status Updates Have Become Ubiquitous
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This is a product
LOCALIZATION
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Local + Mobile Make Everything Regional
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This is a product
LOCAL ISN’T NEW (WE TALK TO NEIGHBORS)
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This is a product
COLLABORATION
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This is a product
INTEGRATION
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Source: Facebook Connect Developers
Ownership Of Data vs. Convenience & Socializa\on
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This is a product
ENGAGEMENT
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Employees Can Become Ambassadors
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This is a product
VALUE
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This is a product
VISIBILITY
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Paid, Earned, Owned Search
Social Search
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This is a product
TRUST
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This is a product
Trust Fluctuates, But Ma]ers More Than Ever
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This is a product
MEDIA
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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
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This is a product
SILVER BULLET?
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This is a product YES
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This is a product CHANGE.
(OUCH)
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This is a product
A SOCIAL ORGANIZATION REQUIRES
SOCIAL BUSINESS PLANNING
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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
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New Organiza\onal Models
Key: TM Traditional Marketing DM Digital Marketing SM Social Media C Corporate Marketing/Communications
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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
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New Policies
Source: ESPN
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New Process
Source: Dell Outreach in the blogosphere, Scribd
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New Technology
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New Training
Source: Edelman Belt System
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New Culture
CLOSED Silos, rigidity & information
hoarding
COLLABORATIVE Freely sharing information and
knowledge internally
OPEN Connecting internal and external
ecosystems/communities for mutual gain
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New Leadership Abtudes
RISK = OK
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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.
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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
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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
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