SOCIALMEDIAPRESENTATION

CuratedbySteveRubel,DirectorofInsights+DavidArmano,SVPDigital

6DigitalTrendstoWatch

TechnologiesGetAlltheA/en0on,YetThey’reFlee0ng

Trends,However,DevelopMoreSlowlyandAreOAenTimeless

SOCIALMEDIAPRESENTATIONTREND1‐MARKETINGINTHEAGEOF

STREAMS

THECHALLENGE:THEFIREHOSE

PEOPLENEEDTOHEARTHINGSMANYTIMESFORITTOSINKIN

7

I:ESTABLISHDIGITALEMBASSIESANDEQUIPEMPLOYEESTOBECOMEAMBASSADORS

II:EMBRACEMULTIPLICITYANDDIVERSITY

III:USETHEFORCE,DON’TFIGHTIT

10

TREND2‐THEGOOGLIZATIONOFMEDIA:BUILDINGADIGITALLYVISIBLEBUSINESS

QUALITYCONTENTDRIVESDIGITALVISIBILITY

SOCIALCONNECTIONSDRIVEDIGITALVISIBILITY

SOCIALMEDIAPRESENTATIONTREND3‐THEDATADECADE:

DIYINSIGHTSANDSITUATIONALAWARENESS

I:TAPINTOFREETOOLSANDBECOMEDATAJUNKIES

II:LOOKFORUN‐METNEEDSANDUSETHEDATATOPLANPRODUCTSANDCAMPAIGNS

II:MAPNETWORKSTOUNDERSTANDHOWTOUSETHEMEFFICIENTLYANDEFFECTIVELY

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TREND4–BusinessBecomesSocial SocialmediaexpandsintothefabricofbusinessfromcommunicaZonstohowconsumersbecomeco‐creatorsandemployeesbecomeadvocates

19

I:CONVERTEMPOWEREDINDIVIDUALSTOEMPOWEREDGROUPS&COLLECTIVES

(CharlesSchwabisanEdelmanclient)

20

II:INCLUDESTAKEHOLDERSINTOYOURINNOVATIONINITIATIVES

(StarbucksisanEdelmanclient)

21

III:ENCOURAGEEMPLOYEESTOADVOCATERESPONSIBLY

(NutroisanEdelmanclient)

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IV:PREPAREEMPLOYEESFORPUBLICENGAGEMENT

CUSTOMERCARE PR IT MarkeZng

“social media” touches all of these

HR R&D

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V:EMBRACESOCIALBUSINESSBEYONDASINGLEDEPARTMENT

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BUSINESSBECOMESSOCIAL: ACTIONITEMS

• Planforscale(movingbeyondexperiments) • Organizeaccordingly • Integrateexternalwithinternal• Engageemployees• Formalizeguidelines

25

TREND5–LOCATION,LOCATION,LOCATION “Whereareyou”isthenewwhatareyoudoing?Mobileandlocalbringthedigitalandrealworldstogether.

26

LOCALADDSANOTHERDIMENSIONTOAMBIENTAWARENESS

27

POPULARPLATFORMSCRITICALTOMOREMASSADOPTION

28

OPPORTUNITIESTOBRINGPHYSICALANDDIGITALWORLDSTOGETHER

(StarbucksisanEdelmanclient)

29

LOCATION,LOCATION,LOCATION: ACTIONITEMS

• Integraterealworldeventswithdigitalstrategy • Lookforwaystobringpeopletogetherlocally • Tapinto“gaming”aspectandrewardparZcipaZon&loyalty• DelivervaluethroughincenZves• Experimentwithpilotprograms

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TREND6–PRIVATEBECOMESPUBLICAsnetworkssuchasFacebookbegintoloosentheirprivacyrestricZonsandGenYadvancesintheworkforce,whatoncewasprivatebecomesincreasinglypublic

31

“Privacyisnolongerasocialnorm”‐MarkZuckerburg

WEAREINCREASINGLYBECOMINGRESPONSIBLEFOROUROWNPRIVACY

32

HOWMUCHDOWEWANTTOSHARE?

33

DATAGETSPUTINTOTHESTREAMIFWEALLOWIT

34

PRIVATEBECOMESPUBLIC: ACTIONITEMS

• Bepreparedforpublicengagement(socialmediaguidelinesetc.) • CreaterulesofengagementforsocialmediaparZcipaZon • MonitorconversaZonsinallecosystems(owned,paid,earned)• ParZcipateauthenZcally• Harness“socialsharing&broadcasZng”• AssumeallinteracZonsarenowpublic

SOCIALMEDIAPRESENTATION

ThankYou@steverubel@armanoedelmandigital.com