Social Media Is Dead: Long Live Common Sense. by David Armano

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