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

The Widow

The Architect

The Engineer

Campaigns leading nowhere…

A maze of isolated sites with no connection…

Abandoned “rooms” haunted by ghosts of customers past…

WSJ Print 

Day One 

15+ MIL. 

10+ MIL. 

5 MIL. 

1 MIL. 

INFLUEN

CE 

TIME 

5:30 PM  12:00 AM  5:30 PM 

Day Two 

WSJ Print 

Day One 

15+ MIL. 

10+ MIL. 

5 MIL. 

1 MIL. 

INFLUEN

CE 

TIME 

5:30 PM  12:00 AM  5:30 PM 

Day Two 

CNET.com  NYTimes.com  CNN.com  AP.com 

11

12

13

14

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

In order to get there we need a social media architecture

Unitas, Firmitas, Venustasis

UTILITY

DURABILITY

BEAUTY

 A structure 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

Conway’s Law

“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

Vision/Purpose Code of Conduct

General Guidelines

Official Guidelines

Digital IQ Training

Certification

Social Media Outreach

Content Planning

Community Management

Center of Excellence

Social Business Council

Editorial Board

Identity and Core Values

What everyone should know about social media

What official reps should know

Oversees the brand as a conversation

Standards and practices (people, process, tech), recommendations to SBC

Cross-Disciplinary Executives make decisions, foster cross-functional collaboration, fund initiatives

Brand-Specific

“An organization consciously designed around sociality and social technologies”

@jmichele www.opposableplanets.com