Social Media Is Dead: Long Live Common Sense.
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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.

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

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  • 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   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. VISABILITY   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. SILVER  BULLET?   This  is  a  product   38  
  • 39. YES   This  is  a  product   39  
  • 40. CHANGE.   (OUCH)   This  is  a  product   40  
  • 41. A  SOCIAL  ORGANIZATION   REQUIRES     SOCIAL  product   PLANNING   This  is  a   BUSINESS   41  
  • 42. New  Organizaonal  Models   Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications 42  
  • 43. 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  
  • 44. New  Policies   Source: ESPN 44  
  • 45. New  Process   Source: Dell Outreach in the blogosphere, Scribd 45  
  • 46. New  Training   Source: Edelman Belt System 46  
  • 47. 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  
  • 48. New  Leadership  A`tudes   RISK = OK 48  
  • 49. 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  
  • 50. 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  
  • 51. USE  COMMON  SENSE   This  is  a  product   51  
  • 52. Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010