What's Your Social Media Architecture by Josh Ross, Fleishman-Hillard
Upcoming SlideShare
Loading in...5
×
 

What's Your Social Media Architecture by Josh Ross, Fleishman-Hillard

on

  • 1,341 views

 

Statistics

Views

Total Views
1,341
Views on SlideShare
1,338
Embed Views
3

Actions

Likes
2
Downloads
24
Comments
0

2 Embeds 3

http://www.linkedin.com 2
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

What's Your Social Media Architecture by Josh Ross, Fleishman-Hillard What's Your Social Media Architecture by Josh Ross, Fleishman-Hillard Presentation Transcript

  • Joshua-Michéle Ross@jmicheleDirector, Digital Strategy, EuropeFleishman Hillard
  • The WidowThe ArchitectThe Engineer
  • Campaigns leading nowhere…A maze of isolated sites with noconnection…Abandoned “rooms” haunted by ghostsof customers past… View slide
  • 15+  WSJ Print  MIL.  10+  MIL. INFLUENCE  5  MIL.  1  MIL.  5:30 PM  12:00 AM  5:30 PM  Day One  Day Two  TIME  View slide
  • 15+  CNET.com  NYTimes.com  CNN.com  AP.com  WSJ Print  MIL.  10+  MIL. INFLUENCE  5  MIL.  1  MIL.  5:30 PM  12:00 AM  5:30 PM  Day One  Day Two  TIME 
  • 11
  • 12
  • 13
  • 14
  • Terms of success will shift from “pages”and campaigns to coordination andconnectivityIn order to get there we need a socialmedia architecture
  • Unitas, Firmitas, Venustasis
  • UTILITYDURABILITYBEAUTY
  •   Astructure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence
  • What is my current blueprint?What communities will I serve?What needs will I focus on?What is our “Link and Like” structureHow do I design for durability?
  • Shared passion, concern or direct needLanguageLocality, cultural bias
  • Be Inspired, EntertainedEarn StatusLearnGet SupportBe Rewarded
  • Your social site mapDescribes how customers navigate(link) across social media properties andfind the communities where they belong(like)
  • Provide a single, simple checklist Objective Unique community Needs focus Content commitment Service level agreementsEmpower those closest to the community
  • Conway’s Law
  • “Organizations which design systems areconstrained to produce designs which arecopies of the communication structures ofthese organizations”
  • A fragmented, “inside-out” organization withouta coherent approach
  • “An organization consciously designedaround sociality and social technologies”-Stowe Boyd
  • Cross-Disciplinary Executives make decisions, Social Business Council foster cross-functional collaboration, fund initiatives Oversees the brandCenter of Excellence Editorial Board as a conversationStandards and practices(people, process, tech),recommendations to SBC Social Media Content Community Outreach Planning Management Brand-Specific What official reps Official Guidelines Certification should know What everyone should General Guidelines Digital IQ Training know about social media Vision/Purpose Identity and Code of Conduct Core Values
  • “An organization consciously designedaround sociality and social technologies”
  • @jmichelewww.opposableplanets.com