Social Media Is Dead: Long Live Common Sense.

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

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

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

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

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

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

http://d.hatena.ne.jp	4151
http://darmano.typepad.com	2672
http://aziz.typepad.com	1503
http://kouhou.livedoor.biz	884
http://www.viralblog.com	804
http://edelmandigital.com	665
http://www.slideshare.net	596
http://lemondedesetudes.fr	569
http://w3bkitten.wordpress.com	391
http://www.marketinggenius.be	339
http://www.tyinternety.cz	285
http://www.brzoskowski.pl	241
http://www.dansu.lt	236
http://www.dailydiego.fi	233
http://reinseite.wordpress.com	229
http://thecuriousbrain.com	213
http://www.woweffect.be	205
http://www.gadzinowski.pl	202
http://knn.typepad.com	191
http://www.onlineandmobile.net	181
http://gadzinowski.pl	147
http://www.communityengine.com	143
http://www.hardknoxlife.com	141
http://www.ariratner.com	135
http://sentidosocial.posterous.com	127
http://directmarketingobservations.com	119
http://cdn.cloudfiles.mosso.com	114
http://lalai.net	111
http://www.socialmediacompass.net	103
http://yaprakozer.com	101
http://ralfschwartz.typepad.com	96
http://paper.li	91
http://www.deblignieres.com	76
http://insocialmedia.blogspot.com	76
http://www.bnox.be	75
http://www.mindjumpers.com	74
http://www.genius.com	68
http://joannapenabickley.typepad.com	67
http://virales-allerlei.de	66
http://citizenl.hors-sujet.com	66
http://mdia2045.blogspot.com	65
http://www.nativodigital.cl	65
http://www.ernohannink.nl	64
http://www.24per7.pl	63
http://blogorama.lt	60
http://ojodesapo.blogspot.com	60
http://www.aghenorblog.com	56
http://redcubemarketing-blog.com	56
http://www.hansonexperience.com	54
http://www.understanding-success.com	54
http://www.mediacontact.ie	53

Social Media Is Dead: Long Live Common Sense.

by David Armano on Mar 21, 2010

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