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![Trust
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More
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Social Media is Dead
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models, staffing, policies, processes, technology, training, culture, and leadership to adapt to social media and treat it as a sustainable effort across the business rather than just a marketing channel.
Social Media is Dead
- 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.
- 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.
- 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.
- 17.
- 18.
- 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.
- 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.
- 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: DellOutreach in the blogosphere, Scribd 48
- 49.
- 50. New Training Source: Edelman BeltSystem 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