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Social Media Is Dead: Long Live Common Sense.

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A pragmatic look at social media for business and what it takes to succeed.

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Social Media Is Dead: Long Live Common Sense.

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

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