Social Media Is Dead: Long Live Common Sense. by David Armano
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•10 likes•970 views
![Trust
Fluctuates,
But
Ma]ers
More
Than
Ever
This
is
a
product
37](https://image.slidesharecdn.com/socialdeadsshare-100321231756-phpapp01-100608174447-phpapp01/75/social-media-is-dead-long-live-common-sense-by-david-armano-37-2048.jpg?cb=1668796254)
Social Media Is Dead: Long Live Common Sense. by David Armano
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A pragmatic look at social media for business and what it takes to succeed. Presentation by David Armano
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Social Media Is Dead: Long Live Common Sense. by David Armano
- 1. Social Media Is Dead. Long Live Common Sense. David Armano, SVP Digital | edelmandigital.com I @armano March, 2010
- 2. COMMON SENSE ISN’T ALL THAT COMMON —anonymous This is a product 2
- 3. WE’VE ALL BEEN HERE This is a product 3
- 4. 4
- 5. MANY OF US ARE HERE (UNFORTUNATELY) This is a product 5
- 6. Give me some of that 6
- 7. YOU’RE NOT READY FOR THAT (YET) This is a product 7
- 8. FIRST, UNDERSTAND IT’S DIFFERENT This is a product 8
- 9. 9
- 10. NOW, ACCEPT THAT IT’S NOT MARKETING (AS YOU KNOW IT) This is a product 10
- 11. CUSTOMER CARE PR IT HR MarkeLng “social media” touches all of these 11
- 12. IT’S MORE THAN MARKETING? This is a product 12
- 13. YES This is a product 13
- 14. LET’S BREAK IT DOWN This is a product 14
- 15. COMMUNITY This is a product 15
- 16. 16
- 17. 17
- 18. 18
- 19. 19
- 20. Nearly 17k, Funded By Community 20
- 21. COMMUNICATION This is a product 21
- 22. Status Updates Have Become Ubiquitous 22
- 23. LOCALIZATION This is a product 23
- 24. Local + Mobile Make Everything Regional 24
- 25. LOCAL ISN’T NEW (WE TALK TO NEIGHBORS) This is a product 25
- 26. COLLABORATION This is a product 26
- 27. 27
- 28. INTEGRATION This is a product 28
- 29. Ownership Of Data vs. Convenience & Socializaon Source: Facebook Connect Developers 29
- 30. ENGAGEMENT This is a product 30
- 31. Employees Can Become Ambassadors 31
- 32. VALUE This is a product 32
- 33. 33
- 34. VISIBILITY This is a product 34
- 35. Paid, Earned, Owned Search Social Search 35
- 36. TRUST This is a product 36
- 37. Trust Fluctuates, But Ma]ers More Than Ever This is a product 37
- 38. MEDIA This is a product 38
- 39. Media = The Ways We Engage In Context This is a product Contains interactive Contains social elements sans human (human to to human interaction human) interactions Overlap of all 3 forms of engagement Engagement occurs via mobile device or location 39
- 40. SILVER BULLET? This is a product 40
- 41. YES This is a product 41
- 42. CHANGE. (OUCH) This is a product 42
- 43. A SOCIAL ORGANIZATION REQUIRES SOCIAL product PLANNING This is a BUSINESS 43
- 44. Business & Brand Alignment (Internal + External) Programs Public Engagement Markeng Customer Service Communicaons Events Campaigns Advocacy SOCIAL BRAND SUSTAINABLE EFFORTS SOCIAL BUSINESS (External) (Internal) Training Process Organizaon Models Staffing Policies & Guidelines Knowledge Sharing Culture Infrastructure 44
- 45. New Organizaonal Models Key: TM Traditional Marketing DM Digital Marketing SM Social Media C Corporate Marketing/Communications 45
- 46. New Staffing Models CORPORATE MARKETING Social Media ExecuLve CommiYee Social Media Director Social Media Manager, Social Media Manager, customer engagement employee engagement = directly reports = accountable to 46
- 47. New Policies Source: ESPN 47
- 48. New Process Source: Dell Outreach in the blogosphere, Scribd 48
- 50. New Training Source: Edelman Belt System 50
- 51. New Culture CLOSED COLLABORATIVE OPEN Silos, rigidity & information Freely sharing information and Connecting internal and external hoarding knowledge internally ecosystems/communities for mutual gain 51
- 52. New Leadership Abtudes RISK = OK 52
- 53. Learning To Fly Flying Running Scaling, systemaLzing and Engaging, integraLng into all Walking responding, leveraging business funcLons. Leveraging employees. pla^orms, producing content, Crawling parLcipaLng. Monitoring, listening, Establishing infrastructure. 53
- 54. 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 54
- 55. USE COMMON SENSE This is a product 55
- 56. Social Media Is Dead. Long Live Common Sense. David Armano, SVP Digital | edelmandigital.com I @armano March, 2010