iStrategy AMS 2011 - Joshua-Michéle Ross
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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

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 iStrategy AMS 2011 - Joshua-Michéle Ross Presentation Transcript

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