1. Source: Stanford D School
SOCIAL
BY
DESIGN
DESIGN
THINKING
&
BUSINESS
DAVID
ARMANO
EVP,
INNOVATION
&
INTEGRATION
|
EDELMAN
DIGITAL
|
@armano
Edelmandigital.com
41. IT
HIGHLIGHTS
PURPOSE
&
INTENT
Edelmandigital.com
42. GOVERNANCE
INTEGRATION
ORG &
B
GLOBAL
DIGITAL
SOCIAL
MEDIA
P
B
=
BRANDS
P
=
PARTNERS
O
=
OPERATIONS
SERVICES
COMMITTEE
O
AGENCY
PARTNERS
YES
L
SOCIAL
MEDIA
WHICH
BRAND
PILOT
RESULTS
BRAND
TEAM
COMMITTEE
BRAND?
X
PROGRAM
REPORTED
NO
M
Source: Edelman 2011, edelmandigital.com
L
=
LAUNCH
TECHNOLOGY
M
=
MEASURE
PARTNERS
PLANNING
STRATEGY
IMPLEMENTATION
42
Edelmandigital.com
43. HOW
TO
THINK
LIKE
A
“SOCIAL
DESIGNER”
Edelmandigital.com
47. DEFINE
ACTIVE
Source: Edelman 2011, edelmandigital.com PASSIVE
ACTIVE
AGAINST
DON’T
LIKE
DON’T
KNOW
LIKE
SUPPORTIVE
PASSIVE
SUPPORTERS
WHO
CAN
BECOME
INFLUENTIAL
ADVOCATES
NEUTRALIZE
MOBILIZE
47
Edelmandigital.com
48. DEFINE
ECO-SYSTEM
• People
who
do
business
with
the
organizacon
Customers
or
Prospects
• Can
be
split
into
high-‐value
and
new
customers
Employees
• Idencfiable
people
on
the
payroll
• PR
and
corporate
communicacon
departments
as
well
as
Corporate
company
execucves
Business
Partners
• Suppliers,
vendors,
contractors,
alumni
Social
Web
• Addiconal
individuals
who
interact
on
the
social
web
Source: Edelman Consulting 2011
48
Edelmandigital.com
49. DEFINE
ECO-SYSTEM
Source: Jonathan
Hargreaves & Edelman
49
Edelmandigital.com