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   T HAT  
This  is  a  product  
(YET)  

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

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 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  

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16  
17  
18  
19  
 Nearly  17k,  Funded  By  Community  

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 COMMUNICATION  
This  is  a  product  

21  
 Status  Updates  Have  Become  Ubiquitous  

22  
 LOCALIZATION  
This  is  a  product  

23  
 Local  +  Mobile  Make  Everything  Regional  
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 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  

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 Ownership  Of  Data  vs.  Convenience  &  Socializa\on  

Source: Facebook Connect Developers

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 ENGAGEMENT  
This  is  a  product  

30  
 Employees  Can  Become  Ambassadors  
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 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

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 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   Broduct  
This  is  a  p USINESS  PLANNING  

43  
Business  &  Brand  Alignment  (Internal  +  External)  
Programs

Public  Engagement  
Marke\ng  
Customer  Service  
Communica\ons  
Events  
Campaigns  
Advocacy  

SOCIAL  BRAND   SUSTAINABLE  EFFORTS   SOCIAL  BUSINESS  

(External)   (Internal)  

Training  
Process  
Organiza\on  Models  
Staffing  
Policies  &  Guidelines  
Knowledge  Sharing  
Culture  

Infrastructure

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New  Organiza\onal  Models  

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

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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  

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New  Policies  

Source: ESPN

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New  Process  

Source:
Dell Outreach
in the blogosphere, Scribd

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New  Technology  

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New  Training  

Source:
Edelman
Belt System

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New  Culture  

CLOSED COLLABORATIVE OPEN

Silos, rigidity & information Freely sharing information and Connecting internal and external
hoarding knowledge internally ecosystems/communities for
mutual gain

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New  Leadership  Abtudes  

RISK = OK
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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.  

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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

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 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