Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Is Dead: Long Live Common Sense.

120,537 views

Published on

A pragmatic look at social media for business and what it takes to succeed.

Published in: Business

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  
  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   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. VISABILITY   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. SILVER  BULLET?   This  is  a  product   38  
  39. YES   This  is  a  product   39  
  40. CHANGE.   (OUCH)   This  is  a  product   40  
  41. A  SOCIAL  ORGANIZATION   REQUIRES     SOCIAL  product   PLANNING   This  is  a   BUSINESS   41  
  42. New  Organizaonal  Models   Key: TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications 42  
  43. New  Staffing  Models   CORPORATE   MARKETING   Social   Media   ExecuLve   CommiVee   Social  Media   Director   Social  Media   Social  Media   Manager,  customer   Manager,  employee   engagement   engagement   =  directly  reports   =  accountable  to   43  
  44. New  Policies   Source: ESPN 44  
  45. New  Process   Source: Dell Outreach in the blogosphere, Scribd 45  
  46. New  Training   Source: Edelman Belt System 46  
  47. New  Culture   CLOSED COLLABORATIVE OPEN Silos, rigidity & information Freely sharing information and Connecting internal and external hoarding knowledge internally ecosystems/communities for mutual gain 47  
  48. New  Leadership  A`tudes   RISK = OK 48  
  49. Learning  To  Fly   Flying   Running   Scaling,   Engaging,   systemaLzing   Walking   responding,   and  integraLng   Leveraging   leveraging   into  all  business   pla[orms,   employees.   funcLons.     producing   Crawling   content,   Monitoring,   parLcipaLng.   listening,   Establishing   infrastructure.   49  
  50. 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 50  
  51. USE  COMMON  SENSE   This  is  a  product   51  
  52. Social  Media  Is  Dead.     Long  Live  Common  Sense.   David  Armano,  SVP  Digital    |    edelmandigital.com  I  @armano   March,  2010  

×