iStrategy AMS 2011 - Joshua-Michéle Ross

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Joshua-Michéle Ross, SVP, Digital Strategies and Futures, Fleishman Hillard, What's Your Social media Architecture

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iStrategy AMS 2011 - Joshua-Michéle Ross

  1. 1. Joshua-Michéle Ross@jmicheleDirector, Digital Strategy, EuropeFleishman Hillard
  2. 2. The WidowThe ArchitectThe Engineer
  3. 3. Campaigns leading nowhere…A maze of isolated sites with noconnection…Abandoned “rooms” haunted by ghostsof customers past…
  4. 4. 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 
  5. 5. 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 
  6. 6. 11
  7. 7. 12
  8. 8. 13
  9. 9. 14
  10. 10. Terms of success will shift from “pages”and campaigns to coordination andconnectivityIn order to get there we need a socialmedia architecture
  11. 11. Unitas, Firmitas, Venustasis
  12. 12. UTILITYDURABILITYBEAUTY
  13. 13.   Astructure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence
  14. 14. 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?
  15. 15. Shared passion, concern or direct needLanguageLocality, cultural bias
  16. 16. Be Inspired, EntertainedEarn StatusLearnGet SupportBe Rewarded
  17. 17. Your social site mapDescribes how customers navigate(link) across social media properties andfind the communities where they belong(like)
  18. 18. Provide a single, simple checklist Objective Unique community Needs focus Content commitment Service level agreementsEmpower those closest to the community
  19. 19. Conway’s Law
  20. 20. “Organizations which design systems areconstrained to produce designs which arecopies of the communication structures ofthese organizations”
  21. 21. A fragmented, “inside-out” organization withouta coherent approach
  22. 22. “An organization consciously designedaround sociality and social technologies”-Stowe Boyd
  23. 23. 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
  24. 24. “An organization consciously designedaround sociality and social technologies”
  25. 25. @jmichelewww.opposableplanets.com

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