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SocialMediaIsDead.LongLiveCommonSense.
March,2010DavidArmano,SVPDigital|edelmandigital.comI@armano
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3
ThisisaproductWEVEALLBEENHERE
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4
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Thisisaproduct
MANYOFUSAREHERE
(UNFORTUNATELY)
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Give me
some of that
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Thisisaproduct
YOURENOTREADY
FORTHAT(YET)
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Thisisaproduct
FIRST,UNDERSTANDITS
DIFFERENT
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9
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Thisisaproduct
NOW,ACCEPTTHATITSNOT
MARKETING(ASYOUKNOWIT)
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CUSTOMERCARE PR IT MarkeLng
social media touches all of these
HR
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Thisisaproduct
ITSMORETHANMARKETING?
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ThisisaproductYES
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ThisisaproductLETSBREAKITDOWN
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ThisisaproductCOMMUNITY
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16
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17
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18
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19
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Nearly17k,FundedByCommunity
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ThisisaproductCOMMUNICATION
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StatusUpdatesHaveBecomeUbiquitous
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ThisisaproductLOCALIZATION
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Local+MobileMakeEverythingRegional
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Thisisaproduct
LOCALISNTNEW(WETALKTONEIGHBORS)
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ThisisaproductCOLLABORATION
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ThisisaproductINTEGRATION
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Source: Facebook Connect Developers
OwnershipOfDatavs.Convenience&Socializa\on
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EmployeesCanBecomeAmbassadors
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ThisisaproductVALUE
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ThisisaproductVISIBILITY
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Paid,Earned,OwnedSearch
SocialSearch
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ThisisaproductTRUST
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ThisisaproductMEDIA
Media The Ways We Engage In Context
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Thisisaproduct
Media=TheWaysWeEngageInContext
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
ofengagement
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ThisisaproductSILVERBULLET?
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ThisisaproductYES
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ThisisaproductCHANGE.(OUCH)
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Thisisaproduct
ASOCIALORGANIZATIONREQUIRES
SOCIALBUSINESSPLANNING
Business & Brand Alignment (Internal + External)
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Business&BrandAlignment(Internal+External)
PublicEngagement
Marke\ngCustomerService
Communica\ons
Events
Campaigns
Advocacy
SOCIALBRAND
(External)SOCIALBUSINESS
(Internal)SUSTAINABLEEFFORTS
Training
Process
Organiza\onModels
Staffing
Policies&Guidelines
KnowledgeSharing
Culture
Programs
Infrastructure
New Organiza\onal Models
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NewOrganiza\onalModels
Key:TM Traditional Marketing
DM Digital MarketingSM Social Media
C Corporate Marketing/Communications
New Staffing Models
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NewStaffingModels
CORPORATE MARKETING
SocialMediaDirector
SocialMediaManager,customerengagement
SocialMediaManager,employeeengagement
SocialMedia
ExecuLveCommiYee
=directlyreports =accountableto
New Policies
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NewPolicies
Source: ESPN
New Process
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NewProcess
Source:
Dell Outreach
in the blogosphere, Scribd
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New Training
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NewTraining
Source:
Edelman
Belt System
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New Leadership Atudes
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NewLeadershipAtudes
RISK = OK
Learning To Fly
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LearningToFly
CrawlingMonitoring,listening,
Establishinginfrastructure.
Walking
everagingpla^orms,producingcontent,
parLcipaLng.
Running
Engaging,responding,leveragingemployees.
Flying
Scaling,
systemaLzingandintegraLngintoallbusinessfuncLons.
Listen First, Refine And Never Stop
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ListenFirst,RefineAndNeverStop
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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SocialMediaIsDead.LongLiveCommonSense.
March,2010DavidArmano,SVPDigital|edelmandigital.comI@armano