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GOVERNANCE INTEGRATION ORG &
B GLOBAL DIGITAL SOCIAL MEDIA P B = BRANDS P = PARTNERS O = OPERATIONS SERVICES COMMITTEE O AGENCY PARTNERS YES L SOCIAL MEDIA WHICH BRAND PILOT RESULTS BRAND TEAM COMMITTEE BRAND? X PROGRAM REPORTED NO M Source: Edelman 2011, edelmandigital.com L = LAUNCH TECHNOLOGY M = MEASURE PARTNERS PLANNING STRATEGY IMPLEMENTATION 42 Edelmandigital.com
DEFINE ACTIVE Source:
Edelman 2011, edelmandigital.com PASSIVE ACTIVE AGAINST DON’T LIKE DON’T KNOW LIKE SUPPORTIVE PASSIVE SUPPORTERS WHO CAN BECOME INFLUENTIAL ADVOCATES NEUTRALIZE MOBILIZE 47 Edelmandigital.com
DEFINE ECO-SYSTEM • People
who do business with the organizacon Customers or Prospects • Can be split into high-‐value and new customers Employees • Idencﬁable people on the payroll • PR and corporate communicacon departments as well as Corporate company execucves Business Partners • Suppliers, vendors, contractors, alumni Social Web • Addiconal individuals who interact on the social web Source: Edelman Consulting 2011 48 Edelmandigital.com