More Related Content Similar to Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc. Similar to Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc. (20) Jeremiah Owyang's Career Path of a Corporate Social Strategist for Awareness, Inc.1. Welcome
to
today’s
#AwarenessInc
webinar!!
social marketing software
©
2010
Awareness
CONFIDENTIAL
2. 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
3. Got
Ques=ons?
Use
the
hashtag:
#awarenessinc
On
TwiDer
Technical
Issues?
Contact
Webex
customer
support
social marketing software
© 2010 Awareness CONFIDENTIAL
4. 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
5. 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
6. 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
7. 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
8. The
Next
Step
Contact
me
for
a
demo:
mike.lewis@awarenessnetworks.com
@bostonmike
social marketing software
© 2010 Awareness CONFIDENTIAL
9. 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
10. Corporate Innovation Role
Career Path of the Corporate
Social Strategist
November 18, 2010
Jeremiah Owyang
Industry Analyst
11. 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
12. 3
An Open Leader Emerges
© 2010 Altimeter Group
13. 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
14. 5
Compounding Demands
Compounding Demands
© 2010 Altimeter Group
15. 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
16. 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
17. 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
19. 10
What they intend to focus on in 2011
© 2010 Altimeter Group
20. 11
What they intend to focus on in 2011
© 2010 Altimeter Group
21. 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
22. 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
23. 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
24. 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
25. 16
TurboTax Inner Circle members submit and vote on
ideas on Idea Exchange page
© 2010 Altimeter Group
26. 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
27. 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
28. Image by Telstar Logistics used with Attribution as directed by Creative Commons http://www.flickr.com/photos/telstar/2936600
Their Background
© 2010 Altimeter Group
29. 20
Digital or marketing background
© 2010 Altimeter Group
31. Image by Blyzz used with Attribution as directed by Creative Commons http://www.flickr.com/photos/blyzz/2530816698
Their Program
© 2010 Altimeter Group
35. 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
38. 1. Friction from internal culture and a lack of
education thwart progress.
© 2010 Altimeter Group
39. 2. Proving real ROI difficult beyond engagement
metrics
© 2010 Altimeter Group
40. 2. Proving real ROI difficult beyond engagement
metrics
© 2010 Altimeter Group
41. 3: Serving the Entire Enterprise with Few
Resources
© 2010 Altimeter Group
44. 6. Internal and external demands are rapidly
compounding.
© 2010 Altimeter Group
45. 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
46. 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
47. 38
Reactive or Proactive?
© 2010 Altimeter Group
48. 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
49. 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
50. 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
51. 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
52. 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
53. 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
54. 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
55. 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
56. 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
57. 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
58. 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
59. 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
60. 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.
61. 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
62. 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
63. 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
64. 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
65. Organizational Models
Centralized
Distributed
Coordinated
Multiple Hub Holistic
and Spoke
© 2010 Altimeter Group
66. 57
CENTRALIZED
- One department controls all efforts
- Consistent
- May not be as authentic
- e.g. Ford
© 2010 Altimeter Group
67. 58
ORGANIC
- Organic growth
- Authentic
- Experimental
- Not coordinated
- e.g. Sun
© 2010 Altimeter Group
68. 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
69. 60
MULTIPLE HUB AND SPOKE
OR “DANEDELION”
- Similar to Coordinated but across multiple
brands and units
- e.g. HP
© 2010 Altimeter Group
70. 61
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered
- Unlike Organic, employees are organized
- e.g. Dell, Zappos
© 2010 Altimeter Group
71. 62
Five Ways Companies Organize: Hub & Spoke
and Centralized
© 2010 Altimeter Group
72. Enjoy
today's
Session?
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us
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at
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social marketing software
© 2009 Awareness CONFIDENTIAL
73. 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!!
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© 2010 Awareness CONFIDENTIAL
74. Use
the
hashtag:
#awarenessinc
On
TwiDer
social marketing software
© 2010 Awareness CONFIDENTIAL