The 2010 Social Media Marketing Ecosystem

davefleet
Dave Fleet Vice President, Digital, Edelman

Posted on January 4th 2010


Forrester Research analyst Sean Corcoran recently posted an insightful breakdown of some of the differences between owned media, paid media and earned media. Given the ongoing convergence I'm seeing between different communications disciplines which I'm seeing on a daily basis, this got me thinking.

Owned, paid and earned media breakdown

The thought process ultimately led me to sketch out my take on the social media marketing ecosystem in which corporations operate — shown below.

This is my take on the ecosystem within which the new wave of hybrid marketing agencies like ours need to operate as we enter 2010.

Social Media Marketing Ecosystem

Social Media Marketing Ecosystem Legend

This is pretty complex, so I've broken it down into different system elements below. Note though, that the different elements work best when we succeed in breaking out of communications silos and integrating our communications strategies.

A few notes up-front

  • As complex as this image is, it's still a drastic over-simplification. There are many more linkages than are displayed; I've simplified to the graphic is still readable.
  • The ecosystem is constantly changing. A few months down the line, the big four social networks may have changed.
  • There are many, many other social networks, forums and other sites not directly shown here. They're grouped into “Other” but may in fact play a significant role in your activities, depending on your company.
  • MSM stands for “mainstream media.”
  • Each of the different elements can both act as a focal point and/or support other tactics, depending on how they are used within an integrated strategy.
  • The following sections each filter certain elements from the overall ecosystem above, to provide a simpler view of the owned, paid and earned elements of the system.

Corporate Social Media Ecosystem (Owned Media)

Corporate Social Media Ecosystem

Key elements of the ideal corporate social media ecosystem:

  • Hub and spoke: Adopts a ‘hub and spoke' system centred around a corporate social media hub, whose form will depend on the organization.
  • Tiered hub and spoke: Each social network may have its own hub and spoke system, if necessary. For example, you may have a primary corporate page on Facebook supported by several applications and product-specific pages.
  • Integrated: The hub is as integrated into the corporate website as possible.
  • Fewer Microsites: Todd Defren and Maggie Fox both make compelling cases for companies to stop and think before investing in microsites. I agree. They may have their place in this ecosystem, but shifting to a social network or building on top of your flexible social media hub may make more sense.
  • Mobile is ubiquitous: I considered including mobile as a separate component in the ecosystem, but decided against it. The web is becoming device-agnostic. Companies need to consider mobile content and applications as part of every aspect of their corporate web presence.
  • Inter-linking: The social media hub links to all external corporate social media properties and profiles.
  • SEO-powered: Search engine optimization (driven, in part, by social media activities) helps to drive traffic to the corporate website, social media hub and external social media properties and profiles. This goes for both the corporate site and separate properties. SEO could fall into any of these buckets, but for the sake of simplicity I've included it in this part of the breakdown.
  • Two-way flow: The information flow around social media elements is (depending on the organizational context, of course) two way.

Corporate Mainstream Media Ecosystem (Earned Media)

Mainstream Media Ecosystem

Key elements of the mainstream media portion of the ecosystem:

  • On and offline: Mainstream media exist both online and offline (many are both). Either way, they can drive significant traffic within the social media marketing ecosystem.
  • Two-way: Ideally, the information flow with mainstream media is two-way in two ways:
    • Earned media drives quality traffic to your properties; your properties can generate stories within the mainstream media (both positive and negative)
    • One of your goals should be a constructive dialogue with mainstream media which enables you to achieve your goals while making the journalists' lives easier.
  • Multi-destination: Earned media coverage will primarily drive traffic to your corporate site in the short term. However, earned media coverage can raise broader awareness, thus driving traffic to your external properties and social media profiles (especially over time within a sustained media relations program).

Corporate Advertising Ecosystem (Paid Media)

Corporate Advertising System

Features of the corporate advertising ecosystem:

  • Social and non-social: Advertising takes place both within social media sites, but also within other online properties (search engines are a prominent example, as is CPM/CPC advertising on mainstream sites).
  • Interwoven: While paid online media stands alone within the social media marketing ecosystem (represented here by “SEM,” it is also interwoven throughout many other elements.
  • Multi-destination: Much of your advertising may drive traffic to your corporate website. However, advertising can also support your social media efforts by raising awareness and driving people to your social media profiles and properties.
  • Multi-faceted: “Ads” within many social networks can mean many things. Facebook, for example, your advertising activities might extend beyond regular Facebook ads and into “appvertisements.”

Make sense?

Together these different elements combine to form the more complex (yet still simplified) ecosystem displayed at the top of this post.

This is clearly far from complete. I'm curious as to your thoughts — let me know what you think in the comments and let's refine this together.


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davefleet

Dave Fleet

Vice President, Digital, Edelman

Dave Fleet is Vice President, Digital in Edelman's Toronto office. An award-winning communicator, Dave has worked in marketing and communications for major corporations and public sector organisations including Hitachi Europe, Lloyds TSB and the Ontario government before turning to the agency side.
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Comments

Remember the more complex you make this, the less likely it is be embraced.  Classic consultant marketing - make it really complex, really new, and really a necessity.  

Great for Fortune 500, leaves middle tier dazed and confused.  I don't necessarily dispute the post, just commenting that I would interpret this for others is a trimmed down version.  And of course that's where the outside value becomes evident.  
@Miguel - that's a great point. I struggled with this one and almost included them together on the same chart, but made the distinction because of the paid/unpaid division. I agree with your point, however PPC is a little narrow. I wonder if there's a better term that could be used there...
@ Miguel.  Social media strategy is more complex in Brazill, where the social space media tends to be somewhat more vertical in nature, and where laws do shape the role social media plays within the framework of society.
The charts are very interesting and reminiscent of ones that I have seen done by the large consulting firms.  I agree with Albert that charts like this will be embraced by Fortune 500 companies as well as business school professors!  At the same time, I also agree that a simpler work flow is important for small to mid-sized businesses and even some Fortune 1000 companies who are simply overwhelmed by what all this means.  I will add that a critical ingredient to ensuring that the ecosystem thrives or not is quality content.  Companies can have presence in many of the social media orbits in addition to buying paid media.  Yet the only way that they will drive traffic or consumer loyalty is with good quality content.  I dont' know how to layer that though into your charts! :)
The following may be of interest for medium and small companies who would like to try out a new social medium directly -- Social Media Support for Executable English Q/A.

It starts from the observation that data by itself is necessary, but not enough, for many practical uses of an intranet or the Web.

What's also needed is knowledge about how to use the data to answer an ever increasing number of English questions -- such as, "How much could the US save through energy independence?".

There's emerging technology that can leverage social networking for the significant task of acquiring and curating the necessary knowledge -- in the form of Executable English.

You can Google "Executable English" to find this.

Imagine government and other web sites being able to answer an open ended collection of questions like the ones above,  and also explaining the answers in English.  Imagine government folks and citizens socially networking, Wikipedia-style, to continually expand the range of questions that can be answered.

Here are some links:

www.reengineeringllc.com/internet_business_logic_in_a_nutshell.pdf

www.reengineeringllc.com/A_Wiki_for_Business_Rules_in_Open_Vocabulary_Ex...

www.reengineeringllc.com/EnergyIndependence1Video.htm  (Flash video with audio)

Internet Business Logic
A Wiki and SOA endpoint for executable open vocabulary English Q/A
Online at www.reengineeringllc.com   Shared use is free  No advertisements