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Social	
  Media	
  Is	
  Dead.	
  	
  
Long	
  Live	
  Common	
  Sense.	
  
David	
  Armano,	
  SVP	
  Digital	
  	
  |	
  	
  edelmandigital.com	
  I	
  @armano	
     March,	
  2010	
  
COMMON	
  SENSE	
  ISN’T	
  
            ALL	
  THAT	
  COMMON	
  
                              —anonymous	
  	
  	
  
        This	
  is	
  a	
  product	
  



2	
  
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 that




6	
  
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 these

11	
  
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 Developers



29	
  
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                                                       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	
  
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	
  



43	
  
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	
  
New	
  Organizaonal	
  Models	
  




                                     Key:
                                     TM Traditional Marketing
                                     DM Digital Marketing
                                     SM Social Media
                                     C Corporate Marketing/Communications




45	
  
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	
  
New	
  Policies	
  




  Source: ESPN


47	
  
New	
  Process	
  




Source:
Dell Outreach
in the blogosphere, Scribd


48	
  
New	
  Technology	
  




49	
  
New	
  Training	
  




Source:
Edelman
Belt System


50	
  
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	
  
New	
  Leadership	
  Abtudes	
  




         RISK = OK
52	
  
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	
  
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	
  
USE	
  COMMON	
  SENSE	
  
         This	
  is	
  a	
  product	
  



55	
  
Social	
  Media	
  Is	
  Dead.	
  	
  
Long	
  Live	
  Common	
  Sense.	
  
David	
  Armano,	
  SVP	
  Digital	
  	
  |	
  	
  edelmandigital.com	
  I	
  @armano	
     March,	
  2010	
  

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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  
  • 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