Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc.
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Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc.

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Jeremiah Owyang, a principle analyst at Altimeter Group, presents their new report regarding the Career Path of the Corporate Social Media Strategist.

Jeremiah Owyang, a principle analyst at Altimeter Group, presents their new report regarding the Career Path of the Corporate Social Media Strategist.

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Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc. Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc. Presentation Transcript

  • Welcome  to  today’s  #AwarenessInc  webinar!!   social marketing software ©  2010  Awareness    CONFIDENTIAL  
  • Your  Presenters   Your  Presenter:   Jeremiah  Owyang   Al;meter  Group  |  @jowyang   Your  Host:   Mike  Lewis,  Awareness   mike.lewis@awarenessnetworks.com     @bostonmike  |  @awarenessinc   social marketing software © 2010 Awareness CONFIDENTIAL
  • Got  Ques=ons?   Use  the  hashtag:     #awarenessinc   On  TwiDer   Technical  Issues?     Contact  Webex  customer   support   social marketing software © 2010 Awareness CONFIDENTIAL
  • Who  is  Awareness  ?   •  Laser  focused  on  the  needs  of  marketers   •  The  pioneer  and  leader  in  social  media  management  soOware   •  SoOware  is  powering  the  social  media  strategy  of  small-­‐to-­‐large   sized  organiza=ons   •  Partnered  with  leading  digital  and  interac=ve  agencies   CUSTOMERS   PARTNERS   social marketing software
  • Social  Marke=ng  Maturity   Selectives Mavens 5% 18% # of Active Channels Wallflowers Butterflies 6% 10% Altimeter “Engagement db” July 2009 Social Media Engagement social marketing software © 2010 Awareness CONFIDENTIAL
  • Social  Marke=ng  without  the  Hub   Product Corporate Marketing Product Marketing ? Manager ? Marketing Manager ? ? Corporate Owned Communities Individuals Consumer Communities social marketing software © 2010 Awareness CONFIDENTIAL
  • Awareness  Social  Marke=ng  Hub     Publish  :  Content-­‐centric,     Gain  Control  of  your   mul=-­‐channel   Social  Media  Programs     Manage  :  Enterprise  grade     Centralize  your  programs   access  controls,   permissioning,  and  control     Evolve  from  tac;cal     Measure  :  Meaningful   programs  to  strategic   reports  and  marke=ng-­‐ social  media   focused  Social  Monitoring     Measure  Success  for     Engage  :  Interact  with   mul=ple  channels  and   individuals  who  are   assets   passionate  about  your   content   social marketing software © 2010 Awareness CONFIDENTIAL
  • The  Next  Step   Contact  me  for  a  demo:   mike.lewis@awarenessnetworks.com   @bostonmike   social marketing software © 2010 Awareness CONFIDENTIAL
  • See  the  Hub  in  ac=on!   Social   MarkeIng   Hub  Demo   w/  Will  Eisner,   Director  of  Product  Marke=n g   Dec  2nd  –  2PM  ET   http://tinyurl.com/hubdem o   Sign Up Now!! social marketing software © 2010 Awareness CONFIDENTIAL
  • Corporate Innovation Role Career Path of the Corporate Social Strategist November 18, 2010 Jeremiah Owyang Industry Analyst
  • Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133 Customers Have Changed Group © 2010 Altimeter Group
  • 3 An Open Leader Emerges © 2010 Altimeter Group
  • Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814 Internal Storms Hinder Progress Group © 2010 Altimeter Group
  • 5 Compounding Demands Compounding Demands © 2010 Altimeter Group
  • Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 Two Paths for the Strategist Group © 2010 Altimeter Group
  • Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/ 7 Path 1: Grounded to " Social Media Help Desk © 2010 Altimeter Group
  • Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571 8 Path 2: Achieve Escape Velocity © 2010 Altimeter Group
  • 9 © 2010 Altimeter Group
  • 10 What they intend to focus on in 2011 © 2010 Altimeter Group
  • 11 What they intend to focus on in 2011 © 2010 Altimeter Group
  • 12 Gauging interest for Bacon Salt Makers of BaconSalt reached out to fans of bacon on MySpace to gauge interest in their new product. Baconaisse and bacon-flavored sunflower seeds were later created after listening to customer requests.! © 2010 Altimeter Group
  • 13 Charles Schwab uses private community to gather insight Charles Schwab launched a private community to gather insights from 350 Gen X non-clients. Schwab lowered account minimums and made other changes as a result. © 2010 Altimeter Group
  • 14 Mountain Dew crowdsourced a new flavor, design, and campaign Mountain Dew fans submitted designs and will pick the new flavor. Three new flavors will be in stores by April 2010 – fans will be able to try and vote for their top winner. © 2010 Altimeter Group
  • 15 Dell innovates across the organization Use new listening platforms, identify in-house and external experts, and know and influence key people! © 2010 Altimeter Group
  • 16 TurboTax Inner Circle members submit and vote on ideas on Idea Exchange page © 2010 Altimeter Group
  • 17 Customers submit and vote ideas on My Starbucks Idea Tens of thousands of customers have submitted, commented, and voted on ideas at My Starbucks Idea. Over 50 have been implemented. © 2010 Altimeter Group
  • 18 Definition: The Corporate Social Strategist is the business decision maker of social media programs – providing leadership, roadmap definition, innovation; and directly influencing the spending on technology vendors and service agencies. © 2010 Altimeter Group
  • Image by Telstar Logistics used with Attribution as directed by Creative Commons http://www.flickr.com/photos/telstar/2936600 Their Background © 2010 Altimeter Group
  • 20 Digital or marketing background © 2010 Altimeter Group
  • Risk-takers and multi-disciplinary © 2010 Altimeter Group
  • Image by Blyzz used with Attribution as directed by Creative Commons http://www.flickr.com/photos/blyzz/2530816698 Their Program © 2010 Altimeter Group
  • Programs are nascent, lacking long-term direction © 2010 Altimeter Group
  • Stem from Marketing or Corporate Communications © 2010 Altimeter Group
  • Limited budgets © 2010 Altimeter Group
  • Understaffed to serve enterprise   These programs are operating with very lean teams: •  Average team was only 3.1 for companies with 1,000 to < 5,000 employees (Figure 6.5). •  Larger companies fared better, though ratio-wise they were stretched thinner – at 20 staff on average for companies with more than 100,000 employees. •  Those with more than 10 staff were concentrated at companies which more than 10,000 employees (33 out of 40 companies).   The only companies with more than 50 staff were technology giants •  Cisco Systems, Dell, IBM, Intel, SAP and Microsoft. © 2010 Altimeter Group
  • Understaffed to serve enterprise © 2010 Altimeter Group
  • Their Challenges Group © 2010 Altimeter Group
  • 1. Friction from internal culture and a lack of education thwart progress. © 2010 Altimeter Group
  • 2. Proving real ROI difficult beyond engagement metrics © 2010 Altimeter Group
  • 2. Proving real ROI difficult beyond engagement metrics © 2010 Altimeter Group
  • 3: Serving the Entire Enterprise with Few Resources © 2010 Altimeter Group
  • 4. Ever-changing technology space leaves Strategists with “Head Spinning” © 2010 Altimeter Group
  • 5. Initially perceived as a threat, success breeds jealousy. © 2010 Altimeter Group
  • 6. Internal and external demands are rapidly compounding. © 2010 Altimeter Group
  • Agenda   About this Research Project   An Open Leader Emerges •  Background •  Responsibilities •  Program •  Challenges   Career Path •  Path 1: Help Desk •  Path 2: Proactive Programs   The Future of this Role © 2010 Altimeter Group
  • Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/ 37 Path 1: Grounded to " Social Media Help Desk © 2010 Altimeter Group
  • 38 Reactive or Proactive? © 2010 Altimeter Group
  • 39 Path One: “Social Media Help Desk.”   Some Social Strategists are already falling behind. •  We found that 41% of survey respondents said they were “reacting” to requests – rather than getting ahead of them.   The Tail Spin: 1.  As more business units adopt “social media religion” they will start to demand their own Facebook pages and Twitter accounts. 2.  If the Social Strategist is unable to comply, business units will deploy on their own. 3.  Then the Social Strategist succumbs to mere order taking and clean up, relegating themselves to a “Social Media Help Desk.” © 2010 Altimeter Group
  • Image by thirty_and_three used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571 40 Path 2: Achieve Escape Velocity © 2010 Altimeter Group
  • 41 Path Two: Escape Velocity   Savvy Social Strategists develop a proactive business program that gets ahead of business – and customer requests. •  They rally internal stakeholders, manage a Center of Excellence •  Define requirements in advance –before being asked •  Launch scalable programs that utilize the crowd for marketing, support, and product innovation.   Grow scope beyond their business unit –assisting the end user along the entire customer journey. © 2010 Altimeter Group
  • Agenda   About this Research Project   An Open Leader Emerges •  Background •  Responsibilities •  Program •  Challenges   Career Path •  Path 1: Help Desk •  Path 2: Proactive Programs   The Future of this Role © 2010 Altimeter Group
  • Image by articnomad used with Attribution as directed by Creative Commons http://www.flickr.com/photos/articnomad/790831671/ The Future of this Role Group © 2010 Altimeter Group
  • 44 The program transcends marketing and support functions – to span the entire customer journey   While these technologies are disruptive today, they will eventually become the norm. •  Every customer touchpoint •  All phases of the customer journey •  All departments •  Like “Air” – it’s pervasive   As we heard from one Social Strategist: •  “The need for a dedicated staff will diminish, social will be a part of the fabric - marketing, PR, IT.” © 2010 Altimeter Group
  • 45 The Social Strategist role as we know it today will become obsolete.   Strategists may work themselves out of a role: •  “In five years, this role doesn't exist. The role will be subsumed into every part of the company.”   Another agency executive said: •  “We don't have a ‘verbal communication strategist’ or an ‘email planner’ now.”   Yet, we expect that these corporate entrepreneurs will likely move on the next wave of emerging technologies. © 2010 Altimeter Group
  • 46 Opportunity for the Corner Office   In the coming years, some will prove their multi- functional, cross-disciplinary, and customer-centric mettle.   John Bell, Global Managing Director at Olgivy’s 360 Digital Influence team, said: •  “In two years, Social Strategists are involved in every marketing operation at the table. In five years, they are at the head of the table.”   Thus, today’s Social Strategist may rise to executive status •  VP of Customer Experience •  Chief Customer Officer © 2010 Altimeter Group
  • 47 THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran and Charlene Li © 2010 Altimeter Group
  • 48 Despite early successes, these programs are nascent and plagued with challenges. Expect a handful of exceptional professionals to shine through, building programs that use social technologies to connect with customers along the entire customer journey. © 2010 Altimeter Group
  • 49 Open Research: Use and share with attribution   This independent research report was 100% funded by Altimeter Group.   This report is published under the principle of Open Research and is available at no cost.   The Creative Commons License is Attribution- Noncommercial-Share Alike 3.0 United States at http://creativecommons.org/licenses/by-nc-sa/3.0/ us. © 2010 Altimeter Group
  • 50 Contributor Recognition   Charlene Li, Partner, Altimeter Group   Christine Tran, Researcher, Altimeter Group   Andrew Jones, Researcher, Altimeter Group   Susan Etlinger, Altimeter Group   Prathima Murphy, Altimeter Group   Tarah Remington Brown, WOMMA   Ann Handley, MarketingProfs   Asha Hossain Design, Inc.   Sonal Mehta, Student   Jennifer McClure, Society for New Communications Research;   Anita Wong, Student   Gil Yehuda, GilYehuda.com © 2010 Altimeter Group
  • 51 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.
  • 52 Methodology   Scope: Companies with over 1000 employees, which we define as enterprise class corporations (SMB data available for clients)   Data Sample: Quantitative and Qualitative •  An online survey of 140 enterprise-class Social Strategists across industries •  51 interviews and interactions with corporate Social Strategists or topic authorities •  50 job descriptions on company and recruitment web sites •  50 LinkedIn profiles of current Social Strategists •  Hundreds of Social Strategist hires catalogued on Web Strategy blog’s “On The Move” series •  Ongoing catalog the “List of Corporate Social Strategists for 2010” © 2010 Altimeter Group
  • 53 Interviews with Corporate Social Strategists (39) 1.  Steve Bendt, Senior Marketing Manager, Social Media, 20.  Manish Mehta, VP, Social Media & Community, Dell Best Buy 21.  Scott Monty, Manager, Global Digital & Multimedia 2.  Richard Binhammer, Senior Manager, Strategic Corporate Communications, Ford Motor Company Communications, Dell 22.  Petra Neiger, Senior Manager, Global Social Media, Cisco 3.  LaSandra Brill, Senior Manager, Global Social Media, Systems Inc. Cisco Systems Inc. 23.  Marcus Nelson, Director, Social Media, Salesforce.com 4.  Rebecca Brown, Director, Social Media Strategy, Intel 24.  Bowen Payson, Manager, Online & Digital Marketing, Corporation Virgin America 5.  Kelly Colbert, Director, Marketing Strategy, Wellpoint 25.  Holly Potter, Vice President, Public Relations, Kaiser 6.  Marty Collins, Director, Emerging Media, Microsoft Permanente 7.  Florence Drakton, Social Media Manager, Toyota Motor 26.  Maria Poveromo, Director, Social Media, Adobe Systems Sales U.S.A. 27.  Toby Richards, General Manager, Community & Online 8.  Kati Driscoll, Community Specialist, Social Media, AAA Support, Microsoft 9.  Bert DuMars, Vice President, E-Business & Interactive 28.  Chip Rogers, Vice President and COO, SAP Community Marketing, Newell Rubbermaid Network and Ecosystem Events 10.  Frank Eliason, Senior Vice President, Social Media, Citi 29.  Vanessa Sain-Diéguez, Strategist, Social Media, Hilton 11.  Kimberley Gardiner, Manager, Marketing, Toyota Motor Worldwide Sales U.S.A. 30.  Dan Schick, Manager, Web Communications, TELUS 12.  Jeannette Gibson, Director, Social Media Marketing, Cisco Communications Systems Inc. 31.  Daniel Schmidt, Senior Product Manager, CBS Interactive 13.  Jamie Grenney, Senior Director, Social Media, 32.  Liya Sharif, Director, Marketing, Qualcomm Salesforce.com 33.  Peter Simonsen, Senior Director, Web, QlikTech 14.  Julie Haddon, Senior Director, Global Social Media, eBay 34.  Ted Sindzinski, Manager, Internet Marketing, Monster inc. Cable Products 15.  Gareth Hornberger, Coordinator, Social Media, Levi’s 35.  Shiv Singh, Head of Digital, PepsiCo Beverages North 16.  Ken Kaplan, Manager, New Media and Broadcast, Intel America 17.  Steven Lazarus, Lead Strategist, Social Media & 36.  Kim Snedaker, Manager, Social Media, AAA Interactive Marketing, IBM 37.  Ed Terpening, Vice President, Social Media Marketing, 18.  Jason Long, Community Manager, QlikTech Wells Fargo 19.  Dan Maloney, Global Vice President, Ecosystem Business 38.  Alexandra Wheeler, Director, Digital Strategy, Starbucks Development & Web Strategy, SAP 39.  Mark Yolton, Senior Vice President, SAP Community Network ! © 2010 © 2010 Altimeter Group
  • 54 Interviews: Topic Authorities 1.  Tac Anderson, Vice President, Digital Strategies, Waggener Edstrom 2.  David Armano, Senior Vice President, Digital, Edelman 3.  Tom Bedecarre, CEO, AKQA 4.  John Bell, Managing Director & Executive Creative Director, Ogilvy Public Relations Worldwide 5.  Andrea Harrison, Vice President, Strategy, Razorfish 6.  Liza Hausman, Vice President, Marketing, Gigya 7.  Shel Israel, CEO, SI Associates 8.  Peter Kim, Managing Director, North America, Dachis Group 9.  Jennifer Leggio, Social Business Blogger, CBS Interactive (ZDNet) 10.  Steve Rubel, Senior Vice President, Insights, Edelman Digital 11.  Andy Sernovitz, CEO, SocialMedia.org / Social Media Business Council 12.  Dan Ziman, Vice President, Marketing, Lithium Technologies Inc. © 2010 Altimeter Group
  • Most formed in “Hub and Spoke”   59% organized into “Hub & Spoke” or “Multiple Hub and Spoke” •  82% in this formation self-identified as: Formalized, Mature, or Advanced.   While culture is a shaper, expect gravity to “Hub & Spoke” or “Multiple Hub and Spoke” (also known as “Dandelion”) •  They are best equipped to scale to meet demands from both internal and external stakeholders. •  Trend: A Center of Excellence is emerging at sophisticated companies © 2010 Altimeter Group
  • Organizational Models Centralized Distributed Coordinated Multiple Hub Holistic and Spoke © 2010 Altimeter Group
  • 57 CENTRALIZED -  One department controls all efforts -  Consistent -  May not be as authentic -  e.g. Ford © 2010 Altimeter Group
  • 58 ORGANIC -  Organic growth -  Authentic -  Experimental -  Not coordinated -  e.g. Sun © 2010 Altimeter Group
  • 59 COORDINATED -  One hub sets rules and procedures -  Business units undertake own efforts -  Spreads widely around the org -  Takes time -  e.g. Red Cross © 2010 Altimeter Group
  • 60 MULTIPLE HUB AND SPOKE OR “DANEDELION” -  Similar to Coordinated but across multiple brands and units -  e.g. HP © 2010 Altimeter Group
  • 61 HOLISTIC OR “HONEYCOMB” -  Each employee is empowered -  Unlike Organic, employees are organized -  e.g. Dell, Zappos © 2010 Altimeter Group
  • 62 Five Ways Companies Organize: Hub & Spoke and Centralized © 2010 Altimeter Group
  • Enjoy  today's  Session?   •  Fan  us  on  Facebook  at  #Awarenessinc  Webinars   •  Follow  us  on  TwiDer  @awarenessinc   •  Visit  our  blogs  at  awarenessnetworks.com   •  Join  our  fan  page  Social  Media  Marke=ng  Best   Prac=ces   social marketing software © 2009 Awareness CONFIDENTIAL
  • Content  Marke=ng  Strategies   Content   MarkeIng   w/  Joe  Pulizzi,   Author  of  Content  Marke=n g  Strategies   Jan  12 –  2PM  ET   th   awarenessnetworks.com   Sign Up Now!! social marketing software © 2010 Awareness CONFIDENTIAL
  • Use  the  hashtag:     #awarenessinc   On  TwiDer   social marketing software © 2010 Awareness CONFIDENTIAL