What's yoursocialmediaarchitecture

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

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

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What's yoursocialmediaarchitecture

by joshuamross on May 12, 2011

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