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Social	
  Media	
  Is	
  Dead.	
  	
  
Long	
  Live	
  Common	
  Sense.	
  
David	
  Armano,	
  SVP	
  Digital	
  	
  |	
 ...
COMMON	
  SENSE	
  ISN’T	
  
               ALL	
  THAT	
  COMMON	
  
                               —anonymous	
  	
  	
 ...
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...
CUSTOMER	
  	
  
               CARE	
            PR	
     IT	
     MarkeLng	
  




    “social media” touches all of the...
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	
  

...
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	
...
New	
  Organizaonal	
  Models	
  


                                     Key:
                                     TM Trad...
New	
  Staffing	
  Models	
  

                   CORPORATE	
                  MARKETING	
                                  ...
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
         ...
New	
  Leadership	
  A`tudes	
  




         RISK = OK
48	
  
Learning	
  To	
  Fly	
  


                                                                          Flying	
  
         ...
Listen	
  First,	
  Refine	
  And	
  Never	
  Stop	
  
                                             • Sentiment
           ...
USE	
  COMMON	
  SENSE	
  
         This	
  is	
  a	
  product	
  


51	
  
Social	
  Media	
  Is	
  Dead.	
  	
  
Long	
  Live	
  Common	
  Sense.	
  
David	
  Armano,	
  SVP	
  Digital	
  	
  |	
 ...
Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.
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.

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Transcript of "Social Media Is Dead: Long Live Common Sense."

  1. 1. Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  
  2. 2. COMMON  SENSE  ISN’T   ALL  THAT  COMMON   —anonymous       This  is  a  product   2  
  3. 3. WE’VE  ALL  BEEN  HERE   This  is  a  product   3  
  4. 4. 4  
  5. 5. MANY  OF  US  ARE  HERE   (UNFORTUNATELY)   This  is  a  product   5  
  6. 6. Give me some of that 6  
  7. 7. YOU’RE  NOT  READY     FOR  THAT  (YET)   This  is  a  product   7  
  8. 8. FIRST,  UNDERSTAND  IT’S   DIFFERENT   This  is  a  product   8  
  9. 9. 9  
  10. 10. NOW,  ACCEPT  THAT  IT’S  NOT   MARKETING  (AS  YOU  KNOW  IT)   This  is  a  product   10  
  11. 11. CUSTOMER     CARE   PR   IT   MarkeLng   “social media” touches all of these 11  
  12. 12. IT’S  MORE  THAN  MARKETING?   This  is  a  product   12  
  13. 13. YES   This  is  a  product   13  
  14. 14. LET’S  BREAK  IT  DOWN   This  is  a  product   14  
  15. 15. COMMUNITY   This  is  a  product   15  
  16. 16. 16  
  17. 17. 17  
  18. 18. 18  
  19. 19. 19  
  20. 20. Nearly  17k,  Funded  By  Community   20  
  21. 21. COMMUNICATION   This  is  a  product   21  
  22. 22. Status  Updates  Have  Become  Ubiquitous   22  
  23. 23. LOCALIZATION   This  is  a  product   23  
  24. 24. Local  +  Mobile  Make  Everything  Regional   24  
  25. 25. LOCAL  ISN’T  NEW   (WE  TALK  TO  NEIGHBORS)   This  is  a  product   25  
  26. 26. COLLABORATION   This  is  a  product   26  
  27. 27. 27  
  28. 28. INTEGRATION   This  is  a  product   28  
  29. 29. Ownership  Of  Data  vs.  Convenience  &  Socializaon   Source: Facebook Connect Developers 29  
  30. 30. ENGAGEMENT   This  is  a  product   30  
  31. 31. Employees  Can  Become  Ambassadors   31  
  32. 32. VALUE   This  is  a  product   32  
  33. 33. 33  
  34. 34. VISABILITY   This  is  a  product   34  
  35. 35. Paid,  Earned,  Owned  Search   Social  Search   35  
  36. 36. TRUST   This  is  a  product   36  
  37. 37. Trust  Fluctuates,  But  Ma]ers  More  Than  Ever   This  is  a  product   37  
  38. 38. SILVER  BULLET?   This  is  a  product   38  
  39. 39. YES   This  is  a  product   39  
  40. 40. CHANGE.   (OUCH)   This  is  a  product   40  
  41. 41. A  SOCIAL  ORGANIZATION   REQUIRES     SOCIAL  product   PLANNING   This  is  a   BUSINESS   41  
  42. 42. New  Organizaonal  Models   Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications 42  
  43. 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. 44. New  Policies   Source: ESPN 44  
  45. 45. New  Process   Source: Dell Outreach in the blogosphere, Scribd 45  
  46. 46. New  Training   Source: Edelman Belt System 46  
  47. 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. 48. New  Leadership  A`tudes   RISK = OK 48  
  49. 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. 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. 51. USE  COMMON  SENSE   This  is  a  product   51  
  52. 52. Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  
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