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Social Media Is Dead: Long Live Common Sense.
 

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.

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. Social Media Is Dead: Long Live Common Sense. Presentation Transcript

    • Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  
    • COMMON  SENSE  ISN’T   ALL  THAT  COMMON   —anonymous       This  is  a  product   2  
    • WE’VE  ALL  BEEN  HERE   This  is  a  product   3  
    • 4  
    • MANY  OF  US  ARE  HERE   (UNFORTUNATELY)   This  is  a  product   5  
    • Give me some of that 6  
    • YOU’RE  NOT  READY     FOR  THAT  (YET)   This  is  a  product   7  
    • FIRST,  UNDERSTAND  IT’S   DIFFERENT   This  is  a  product   8  
    • 9  
    • NOW,  ACCEPT  THAT  IT’S  NOT   MARKETING  (AS  YOU  KNOW  IT)   This  is  a  product   10  
    • CUSTOMER     CARE   PR   IT   MarkeLng   “social media” touches all of these 11  
    • IT’S  MORE  THAN  MARKETING?   This  is  a  product   12  
    • YES   This  is  a  product   13  
    • LET’S  BREAK  IT  DOWN   This  is  a  product   14  
    • COMMUNITY   This  is  a  product   15  
    • 16  
    • 17  
    • 18  
    • 19  
    • Nearly  17k,  Funded  By  Community   20  
    • COMMUNICATION   This  is  a  product   21  
    • Status  Updates  Have  Become  Ubiquitous   22  
    • LOCALIZATION   This  is  a  product   23  
    • Local  +  Mobile  Make  Everything  Regional   24  
    • LOCAL  ISN’T  NEW   (WE  TALK  TO  NEIGHBORS)   This  is  a  product   25  
    • COLLABORATION   This  is  a  product   26  
    • 27  
    • INTEGRATION   This  is  a  product   28  
    • Ownership  Of  Data  vs.  Convenience  &  Socializaon   Source: Facebook Connect Developers 29  
    • ENGAGEMENT   This  is  a  product   30  
    • Employees  Can  Become  Ambassadors   31  
    • VALUE   This  is  a  product   32  
    • 33  
    • VISABILITY   This  is  a  product   34  
    • Paid,  Earned,  Owned  Search   Social  Search   35  
    • TRUST   This  is  a  product   36  
    • Trust  Fluctuates,  But  Ma]ers  More  Than  Ever   This  is  a  product   37  
    • SILVER  BULLET?   This  is  a  product   38  
    • YES   This  is  a  product   39  
    • CHANGE.   (OUCH)   This  is  a  product   40  
    • A  SOCIAL  ORGANIZATION   REQUIRES     SOCIAL  product   PLANNING   This  is  a   BUSINESS   41  
    • New  Organizaonal  Models   Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications 42  
    • New  Staffing  Models   CORPORATE   MARKETING   Social   Media   ExecuLve   CommiVee   Social  Media   Director   Social  Media   Social  Media   Manager,  customer   Manager,  employee   engagement   engagement   =  directly  reports   =  accountable  to   43  
    • New  Policies   Source: ESPN 44  
    • New  Process   Source: Dell Outreach in the blogosphere, Scribd 45  
    • New  Training   Source: Edelman Belt System 46  
    • New  Culture   CLOSED COLLABORATIVE OPEN Silos, rigidity & information Freely sharing information and Connecting internal and external hoarding knowledge internally ecosystems/communities for mutual gain 47  
    • New  Leadership  A`tudes   RISK = OK 48  
    • Learning  To  Fly   Flying   Running   Scaling,   Engaging,   systemaLzing   Walking   responding,   and  integraLng   Leveraging   leveraging   into  all  business   pla[orms,   employees.   funcLons.     producing   Crawling   content,   Monitoring,   parLcipaLng.   listening,   Establishing   infrastructure.   49  
    • 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 50  
    • USE  COMMON  SENSE   This  is  a  product   51  
    • Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010