Social Media Is Dead: Long Live Common Sense.

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

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

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

49. New Technology 49

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

Social Media Is Dead: Long Live Common Sense.

Social Media Is Dead: Long Live Common Sense.

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Social Media Is Dead: Long Live Common Sense.