iStrategy AMS 2011 - Joshua-Michéle Ross

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iStrategy

Joshua-Michéle Ross, SVP, Digital Strategies and Futures, Fleishman Hillard, What's Your Social media Architecture

Negócios Tecnologia

Joshua-Michéle Ross
@jmichele
Director, Digital Strategy, Europe
Fleishman Hillard

Campaigns leading nowhere…

A maze of isolated sites with no
connection…

Abandoned “rooms” haunted by ghosts
of customers past…

15+ WSJ Print
MIL.

10+
MIL.
INFLUENCE

5
MIL.

1
MIL.

5:30 PM 12:00 AM 5:30 PM
Day One Day Two
TIME

15+ CNET.com NYTimes.com CNN.com AP.com WSJ Print
MIL.

10+
MIL.
INFLUENCE

5
MIL.

1
MIL.

5:30 PM 12:00 AM 5:30 PM
Day One Day Two
TIME

Terms of success will shift from “pages”
and campaigns to coordination and
connectivity

In order to get there we need a social
media architecture

  Astructure that brings harmony, utility
and durability to the diverse elements of
an organization’s social media presence

What is my current blueprint?

What communities will I serve?

What needs will I focus on?

What is our “Link and Like” structure

How do I design for durability?

Shared passion, concern or direct need

Language

Locality, cultural bias

Be Inspired, Entertained

Earn Status

Learn

Get Support

Be Rewarded

Your social site map

Describes how customers navigate
(link) across social media properties and
find the communities where they belong
(like)

Provide a single, simple checklist
Objective
Unique community
Needs focus
Content commitment
Service level agreements

Empower those closest to the community

“Organizations which design systems are
constrained to produce designs which are
copies of the communication structures of
these organizations”

A fragmented, “inside-out” organization without
a coherent approach

“An organization consciously designed
around sociality and social technologies”
-Stowe Boyd

“An organization consciously designed
around sociality and social technologies”

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