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Presentation by Deanna Payson
   #NewhouseSM6 – Fall 2012




                                @deannap09
     #LostInSocial
Where does social belong?

           and

How should it be managed?

                           @deannap09
           #LostInSocial
Where does “social” belong?!
   “For most companies, social media
    management is a function of the
    marketing department…”




                                        @deannap09
                      #LostInSocial
Where does “social” belong?!
 Marketing?
 Customer Service?
 Sales?
 Public Relations?




                                  @deannap09
                  #LostInSocial
How should it be managed?




Altimeter Group Study
                        #LostInSocial
“Decentralized”


                      10.8%




Altimeter Group
                  #LostInSocial
“Centralized”


                       28.8%




Altimeter Group
                      #LostInSocial
“Hub & Spoke”


                      41%




Altimeter Group
                  #LostInSocial
“Dandelion”


                          18%




Altimeter Group
                      #LostInSocial
“Holistic”


                       1.4%




Altimeter Group
                     #LostInSocial
Ask the experts!

       #LostInSocial
Chris Baccus
Steve Rubel
                                        Executive Director of Digital Media,
EVP Global Strategy &
                                                                GolinHarris
Insights,
Edelman




Gary J. Nix                                                Adam Britten
Digital Marketing                                     Community Manager,
Specialist,                                                   16 Handles
Blue Fountain Media     #LostInSocial
Gary J. Nix
   Where does social belong?
     Distinct department in marketing mix




                                             @Mr_McFly
                           #LostInSocial
Gary J. Nix
   How should it be managed?
     Audience
     Principles
     Messages
     Teamwork!


    “When it comes to brand communications, they need to
      work together for the ultimate success of the brand!”




                                                   @Mr_McFly
                           #LostInSocial
Gary J. Nix
   How does digital/social marketing differ?
     Faster
     Forums for reactions
     Amplified word-of-mouth




                                                @Mr_McFly
                             #LostInSocial
Chris Baccus - GolinHarris
    Where was social in AT&T structure?
      Hub & Spoke
      Report to agency PR
      Corporate Communications




                         #LostInSocial     @cbaccus
Chris Baccus - GolinHarris
     Where is social in GolinHarris?
      “Strategists”




                         #LostInSocial   @cbaccus
Chris Baccus - GolinHarris
     Where does social belong?
       Lead role within PR, marketing OR customer
       service…but….


        “It is truly best handled as a managed
        collaboration across the organization.”




                          #LostInSocial          @cbaccus
Chris Baccus - GolinHarris
     How should social be managed?

      -Communicate

      -Meetings

      -Governance

      - “Collaborative responsibility”


                                             @cbaccus
                             #LostInSocial
Adam Britten – 16Handles
    Where does social belong?

     “Many brands try to silo social media into
     a traditional category…realistically, social
     media both lives on its own and crosses into
               all of these departments.”




                       #LostInSocial       @adambritten
Adam Britten – 16Handles
         Relationship-building



                 +
         Eliciting transactions




                 #LostInSocial    @adambritten
Adam Britten – 16Handles

 “If social media isn't driving business goals,
            it isn't worth investing in.”




                     #LostInSocial       @adambritten
Adam Britten – 16Handles
    Which social media should be used?
      Audience!




                      #LostInSocial       @adambritten
Adam Britten – 16Handles
    Who should do the social “listening”?
      Hub & Spoke Model
      “Central listeners”




                             #LostInSocial   @adambritten
Adam Britten – 16Handles
    How should social be managed?
      Now: experts
      Later: everyone!




                          #LostInSocial   @adambritten
Steve Rubel – Edelman Digital
    Where does social belong?




 “It's best to have an integrator who can conduct
                   an orchestra…”

                      #LostInSocial       @SteveRubel
Steve Rubel – Edelman Digital
    How should social be managed?
      Creation vs. Curation?
      Second Screens?




                          #LostInSocial   @SteveRubel
Steve Rubel – Edelman Digital
    Looking ahead:

 “In general, [social media management] will
     become more holistic. More and more,
       communicators will realize it's all
          connected - not separate.”




                      #LostInSocial   @SteveRubel
Conclusions
    Now: Hub & Spoke is best


                          PR




             Customer
              Service
                        Hub              Marketing




                         Sales




                         #LostInSocial
Future…
   Everyone?
     Employees as brand ambassadors




                 Sales                PR




                Customer
                                Marketing
                 Service




                           #LostInSocial
Thoughts?
Questions?

     #LostInSocial
Thank you!
 Gary Nix @Mr_McFly
 Chris Baccus @cbaccus
 Adam Britten @AdamBritten
 Steve Rubel @SteveRubel




                  #LostInSocial

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#LostInSocial

  • 1. Presentation by Deanna Payson #NewhouseSM6 – Fall 2012 @deannap09 #LostInSocial
  • 2. Where does social belong? and How should it be managed? @deannap09 #LostInSocial
  • 3. Where does “social” belong?!  “For most companies, social media management is a function of the marketing department…” @deannap09 #LostInSocial
  • 4. Where does “social” belong?!  Marketing?  Customer Service?  Sales?  Public Relations? @deannap09 #LostInSocial
  • 5. How should it be managed? Altimeter Group Study #LostInSocial
  • 6. “Decentralized” 10.8% Altimeter Group #LostInSocial
  • 7. “Centralized” 28.8% Altimeter Group #LostInSocial
  • 8. “Hub & Spoke” 41% Altimeter Group #LostInSocial
  • 9. “Dandelion” 18% Altimeter Group #LostInSocial
  • 10. “Holistic” 1.4% Altimeter Group #LostInSocial
  • 11. Ask the experts! #LostInSocial
  • 12. Chris Baccus Steve Rubel Executive Director of Digital Media, EVP Global Strategy & GolinHarris Insights, Edelman Gary J. Nix Adam Britten Digital Marketing Community Manager, Specialist, 16 Handles Blue Fountain Media #LostInSocial
  • 13. Gary J. Nix  Where does social belong?  Distinct department in marketing mix @Mr_McFly #LostInSocial
  • 14. Gary J. Nix  How should it be managed?  Audience  Principles  Messages  Teamwork! “When it comes to brand communications, they need to work together for the ultimate success of the brand!” @Mr_McFly #LostInSocial
  • 15. Gary J. Nix  How does digital/social marketing differ?  Faster  Forums for reactions  Amplified word-of-mouth @Mr_McFly #LostInSocial
  • 16. Chris Baccus - GolinHarris  Where was social in AT&T structure?  Hub & Spoke  Report to agency PR  Corporate Communications #LostInSocial @cbaccus
  • 17. Chris Baccus - GolinHarris  Where is social in GolinHarris? “Strategists” #LostInSocial @cbaccus
  • 18. Chris Baccus - GolinHarris  Where does social belong?  Lead role within PR, marketing OR customer service…but…. “It is truly best handled as a managed collaboration across the organization.” #LostInSocial @cbaccus
  • 19. Chris Baccus - GolinHarris  How should social be managed? -Communicate -Meetings -Governance - “Collaborative responsibility” @cbaccus #LostInSocial
  • 20. Adam Britten – 16Handles  Where does social belong? “Many brands try to silo social media into a traditional category…realistically, social media both lives on its own and crosses into all of these departments.” #LostInSocial @adambritten
  • 21. Adam Britten – 16Handles Relationship-building + Eliciting transactions #LostInSocial @adambritten
  • 22. Adam Britten – 16Handles “If social media isn't driving business goals, it isn't worth investing in.” #LostInSocial @adambritten
  • 23. Adam Britten – 16Handles  Which social media should be used?  Audience! #LostInSocial @adambritten
  • 24. Adam Britten – 16Handles  Who should do the social “listening”?  Hub & Spoke Model  “Central listeners” #LostInSocial @adambritten
  • 25. Adam Britten – 16Handles  How should social be managed?  Now: experts  Later: everyone! #LostInSocial @adambritten
  • 26. Steve Rubel – Edelman Digital  Where does social belong? “It's best to have an integrator who can conduct an orchestra…” #LostInSocial @SteveRubel
  • 27. Steve Rubel – Edelman Digital  How should social be managed?  Creation vs. Curation?  Second Screens? #LostInSocial @SteveRubel
  • 28. Steve Rubel – Edelman Digital  Looking ahead: “In general, [social media management] will become more holistic. More and more, communicators will realize it's all connected - not separate.” #LostInSocial @SteveRubel
  • 29. Conclusions  Now: Hub & Spoke is best PR Customer Service Hub Marketing Sales #LostInSocial
  • 30. Future…  Everyone?  Employees as brand ambassadors Sales PR Customer Marketing Service #LostInSocial
  • 31. Thoughts? Questions? #LostInSocial
  • 32. Thank you!  Gary Nix @Mr_McFly  Chris Baccus @cbaccus  Adam Britten @AdamBritten  Steve Rubel @SteveRubel #LostInSocial