Social	  Media	  Is	  Dead.	  	  Long	  Live	  Common	  Sense.	  David	  Armano,	  SVP	  Digital	  	  |	  	  edelmandigita...
COMMON	  SENSE	  ISN’T	              ALL	  THAT	  COMMON	                                —anonymous	  	  	          This	 ...
WE’VE	  ALL	  BEEN	  HERE	          This	  is	  a	  product	  3	  
4	  
MANY	  OF	  US	  ARE	  HERE	            (UNFORTUNATELY)	          This	  is	  a	  product	  5	  
Give me        some of that6	  
YOU’RE	  NOT	  READY	  	                       FOR	  THAT	  (YET)	          This	  is	  a	  product	  7	  
FIRST,	  UNDERSTAND	  IT’S	                              DIFFERENT	          This	  is	  a	  product	  8	  
9	  
NOW,	  ACCEPT	  THAT	  IT’S	  NOT	  MARKETING	  (AS	  YOU	  KNOW	  IT)	           This	  is	  a	  product	  10	  
CUSTOMER	  	             CARE	           PR	   IT	   HR	     MarkeLng	      “social media” touches all of these11	  
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	  
16	  
17	  
18	  
19	  
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	  
27	  
INTEGRATION	           This	  is	  a	  product	  28	  
Ownership	  Of	  Data	  vs.	  Convenience	  &	  Socializaon	  Source: Facebook Connect Developers29	  
ENGAGEMENT	           This	  is	  a	  product	  30	  
Employees	  Can	  Become	  Ambassadors	  31	  
VALUE	           This	  is	  a	  product	  32	  
33	  
VISIBILITY	           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	  
MEDIA	           This	  is	  a	  product	  38	  
Media	  =	  The	  Ways	  We	  Engage	  In	  Context	           This	  is	  a	  product	  Contains interactive             ...
SILVER	  BULLET?	           This	  is	  a	  product	  40	  
YES	           This	  is	  a	  product	  41	  
CHANGE.	                                  (OUCH)	           This	  is	  a	  product	  42	  
A	  SOCIAL	  ORGANIZATION	                     REQUIRES	  	   SOCIAL	  product	   PLANNING	    This	  is	  a	  BUSINESS	  ...
Business	  &	  Brand	  Alignment	  (Internal	  +	  External)	                                          Programs           ...
New	  Organizaonal	  Models	                                       Key:                                     TM Traditional...
New	  Staffing	  Models	                      CORPORATE	                   MARKETING	                                       ...
New	  Policies	    Source: ESPN47	  
New	  Process	  Source:Dell Outreachin the blogosphere, Scribd48	  
New	  Technology	  49	  
New	  Training	  Source:EdelmanBelt System50	  
New	  Culture	                  CLOSED                     COLLABORATIVE                             OPEN         Silos, r...
New	  Leadership	  Abtudes	           RISK = OK52	  
Learning	  To	  Fly	                                                                       Flying	                        ...
Listen	  First,	  Refine	  And	  Never	  Stop	                                               • Sentiment                   ...
USE	  COMMON	  SENSE	           This	  is	  a	  product	  55	  
Social	  Media	  Is	  Dead.	  	  Long	  Live	  Common	  Sense.	  David	  Armano,	  SVP	  Digital	  	  |	  	  edelmandigita...
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Social Media is Dead

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Presentación que muestra como el "social media" está desapareciendo para dar lugar a nuevas formas.

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Social Media is Dead

  1. 1. Social  Media  Is  Dead.    Long  Live  Common  Sense.  David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  
  2. 2. COMMON  SENSE  ISN’T   ALL  THAT  COMMON   —anonymous       This  is  a  product  2  
  3. 3. WE’VE  ALL  BEEN  HERE   This  is  a  product  3  
  4. 4. 4  
  5. 5. MANY  OF  US  ARE  HERE   (UNFORTUNATELY)   This  is  a  product  5  
  6. 6. Give me some of that6  
  7. 7. YOU’RE  NOT  READY     FOR  THAT  (YET)   This  is  a  product  7  
  8. 8. FIRST,  UNDERSTAND  IT’S   DIFFERENT   This  is  a  product  8  
  9. 9. 9  
  10. 10. NOW,  ACCEPT  THAT  IT’S  NOT  MARKETING  (AS  YOU  KNOW  IT)   This  is  a  product  10  
  11. 11. CUSTOMER     CARE   PR   IT   HR   MarkeLng   “social media” touches all of these11  
  12. 12. IT’S  MORE  THAN  MARKETING?   This  is  a  product  12  
  13. 13. YES   This  is  a  product  13  
  14. 14. LET’S  BREAK  IT  DOWN   This  is  a  product  14  
  15. 15. COMMUNITY   This  is  a  product  15  
  16. 16. 16  
  17. 17. 17  
  18. 18. 18  
  19. 19. 19  
  20. 20. Nearly  17k,  Funded  By  Community  20  
  21. 21. COMMUNICATION   This  is  a  product  21  
  22. 22. Status  Updates  Have  Become  Ubiquitous  22  
  23. 23. LOCALIZATION   This  is  a  product  23  
  24. 24. Local  +  Mobile  Make  Everything  Regional  24  
  25. 25. LOCAL  ISN’T  NEW   (WE  TALK  TO  NEIGHBORS)   This  is  a  product  25  
  26. 26. COLLABORATION   This  is  a  product  26  
  27. 27. 27  
  28. 28. INTEGRATION   This  is  a  product  28  
  29. 29. Ownership  Of  Data  vs.  Convenience  &  Socializaon  Source: Facebook Connect Developers29  
  30. 30. ENGAGEMENT   This  is  a  product  30  
  31. 31. Employees  Can  Become  Ambassadors  31  
  32. 32. VALUE   This  is  a  product  32  
  33. 33. 33  
  34. 34. VISIBILITY   This  is  a  product  34  
  35. 35. Paid,  Earned,  Owned  Search   Social  Search  35  
  36. 36. TRUST   This  is  a  product  36  
  37. 37. Trust  Fluctuates,  But  Ma]ers  More  Than  Ever   This  is  a  product  37  
  38. 38. MEDIA   This  is  a  product  38  
  39. 39. Media  =  The  Ways  We  Engage  In  Context   This  is  a  product  Contains interactive Contains socialelements sans human (human toto human interaction human) interactions Overlap of all 3 forms of engagement Engagement occurs via mobile device or location39  
  40. 40. SILVER  BULLET?   This  is  a  product  40  
  41. 41. YES   This  is  a  product  41  
  42. 42. CHANGE.   (OUCH)   This  is  a  product  42  
  43. 43. A  SOCIAL  ORGANIZATION   REQUIRES     SOCIAL  product   PLANNING   This  is  a  BUSINESS  43  
  44. 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   Infrastructure44  
  45. 45. New  Organizaonal  Models   Key: TM Traditional Marketing DM Digital Marketing SM Social Media C Corporate Marketing/Communications45  
  46. 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. 47. New  Policies   Source: ESPN47  
  48. 48. New  Process  Source:Dell Outreachin the blogosphere, Scribd48  
  49. 49. New  Technology  49  
  50. 50. New  Training  Source:EdelmanBelt System50  
  51. 51. New  Culture   CLOSED COLLABORATIVE OPEN Silos, rigidity & information Freely sharing information and Connecting internal and external hoarding knowledge internally ecosystems/communities for mutual gain51  
  52. 52. New  Leadership  Abtudes   RISK = OK52  
  53. 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. 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 • ROI54  
  55. 55. USE  COMMON  SENSE   This  is  a  product  55  
  56. 56. Social  Media  Is  Dead.    Long  Live  Common  Sense.  David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  

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