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SocialMediaIsDead.LongLiveCommonSense.

March,2010DavidArmano,SVPDigital|edelmandigital.comI@armano

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ThisisaproductWEVEALLBEENHERE

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Thisisaproduct

MANYOFUSAREHERE

(UNFORTUNATELY)

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Give me

some of that

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Thisisaproduct

YOURENOTREADY

FORTHAT(YET)

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Thisisaproduct

FIRST,UNDERSTANDITS

DIFFERENT

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Thisisaproduct

NOW,ACCEPTTHATITSNOT

MARKETING(ASYOUKNOWIT)

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CUSTOMERCARE PR IT MarkeLng

social media touches all of these

HR

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Thisisaproduct

ITSMORETHANMARKETING?

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ThisisaproductYES

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ThisisaproductLETSBREAKITDOWN

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ThisisaproductCOMMUNITY

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Nearly17k,FundedByCommunity

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ThisisaproductCOMMUNICATION

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StatusUpdatesHaveBecomeUbiquitous

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ThisisaproductLOCALIZATION

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Local+MobileMakeEverythingRegional

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Thisisaproduct

LOCALISNTNEW(WETALKTONEIGHBORS)

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ThisisaproductCOLLABORATION

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ThisisaproductINTEGRATION

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Source: Facebook Connect Developers

OwnershipOfDatavs.Convenience&Socializa\on

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EmployeesCanBecomeAmbassadors

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ThisisaproductVALUE

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ThisisaproductVISIBILITY

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Paid,Earned,OwnedSearch

SocialSearch

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ThisisaproductTRUST

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ThisisaproductMEDIA

Media The Ways We Engage In Context

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Thisisaproduct

Media=TheWaysWeEngageInContext

Contains interactive

elements sans human

to human interaction

Contains social

(human to

human)interactions

Engagement occurs via mobile

device or location

Overlap of all 3 forms

ofengagement

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ThisisaproductSILVERBULLET?

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ThisisaproductYES

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ThisisaproductCHANGE.(OUCH)

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Thisisaproduct

ASOCIALORGANIZATIONREQUIRES

SOCIALBUSINESSPLANNING

Business & Brand Alignment (Internal + External)

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Business&BrandAlignment(Internal+External)

PublicEngagement

Marke\ngCustomerService

Communica\ons

Events

Campaigns

Advocacy

SOCIALBRAND

(External)SOCIALBUSINESS

(Internal)SUSTAINABLEEFFORTS

Training

Process

Organiza\onModels

Staffing

Policies&Guidelines

KnowledgeSharing

Culture

Programs

Infrastructure

New Organiza\onal Models

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NewOrganiza\onalModels

Key:TM Traditional Marketing

DM Digital MarketingSM Social Media

C Corporate Marketing/Communications

New Staffing Models

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NewStaffingModels

CORPORATE MARKETING

SocialMediaDirector

SocialMediaManager,customerengagement

SocialMediaManager,employeeengagement

SocialMedia

ExecuLveCommiYee

=directlyreports =accountableto

New Policies

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NewPolicies

Source: ESPN

New Process

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NewProcess

Source:

Dell Outreach

in the blogosphere, Scribd

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New Training

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NewTraining

Source:

Edelman

Belt System

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New Leadership Atudes

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NewLeadershipAtudes

RISK = OK

Learning To Fly

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LearningToFly

CrawlingMonitoring,listening,

Establishinginfrastructure.

Walking

everagingpla^orms,producingcontent,

parLcipaLng.

Running

Engaging,responding,leveragingemployees.

Flying

Scaling,

systemaLzingandintegraLngintoallbusinessfuncLons.

Listen First, Refine And Never Stop

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ListenFirst,RefineAndNeverStop

Sentiment

Topics of interest, issues Complaints, compliments, questions

Needs

Motivations

Goals Objectives

One to one

One to many

Many to many

Influence

Participation Effectiveness

ROI

Refine

Launch

Measure

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SocialMediaIsDead.LongLiveCommonSense.

March,2010DavidArmano,SVPDigital|edelmandigital.comI@armano