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The Social Media Manager is Dead. Long Live Social Media
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The Social Media Manager is Dead. Long Live Social Media

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As a business solution, social has evolved, moving well beyond the marketing department. In the last year, 13 times as many jobs involve the use of social media in some way but growth in positions …

As a business solution, social has evolved, moving well beyond the marketing department. In the last year, 13 times as many jobs involve the use of social media in some way but growth in positions with the title "social media manager" slowed to 50%. Behind this decline is a sea change in the way that social media itself is used within organisations.

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  • I help Enterprises become social businesses by advising on the infrastructure to enable employees in any part of the business in any kind of industry from high street brands, financial services to pharmaceuticals.8m+ users worldwide – most widely used social relationship platform in the world100+ Social Networks and Integrations75% of the Fortune 10001000+ enterprise customers – including Virgin, Investec, UBS, Orange and Eurostar
  • new business paradigm there is still a gap between what we all know and what we can achieve. Gartner2017 ¼ businesses lose market position because ofdigital business incompetence.
  • 1/5 will have ceded their market dominance to a company founded after 2000Obviously some big risk and opportunity for everyone in the room
  • HALF OF BUSINESSES DON’T HAVE EXECUTIVE BUY IN.
  • BUT IT TAKES EXECUTIVE BUY-INHere’s an example of a CEO who’s engaged and one who’s not. Immediate impact.
  • Social has been left in a siloNot considered effectively across the businessSkype – got hacked at the beginning of the year by the Syrian Electronic ArmyAssociated Press – “Breaking: Two Explosions at the White House – Barak Obama Injured” - Dropped Dow Jones by $136 billion in 2 minutes!Hasan Syed – BA smear campaign amplified using Twitter Promoted Products – after they ignored his complaints on Twitter about his father’s lost luggage.The experts have been young (and therefore haven’t quite fully grasped the business implications)
  • Growth in positions with the title “social media manager” slowed to 50% in the past year – previous years triple (and even quadruple) growth.July 2013 - MIT’s Sloan Management Review - “As a business solution, social has evolved, moving well beyond the marketing department, to address business objectives across the organization,”Recruitment site Indeed: Compared to a year ago, now 13x as many jobs on Indeed that involve the use of social media in some way – VPs, Customer Service
  • Act like an Entrepreneur - IntrapreneurshipThink out of the confines of your roleNetwork inside your business – Coffee/BeerPush the boundaries – it is a battle – often against a behemoth.Plan and then execute. Then plan again to win back the parts of the plan which you had to sacrifice to achieve your last step.
  • Objectives – ROI, Revenue, Share of Voice, NPS, Employee SatisfactionOrganisation – e.g. different structures, franchise - subway? International - shell? Partnership – PWC? Departments – What are the tools that they usePain points and issues – IT: Risk and Security, Standardising tools - adoption and usageMARKETING: Tying analytics to major campaignsSALES: Reduce time spent on bad leads and finding more qualified leadHR: Make our company seem like a great place to work #HootsuiteLifeCUSTSERV: Decrease response times, increase customer satisfactionProcess –Business intelligence, Knowledge Sharing, CRM, document management, approval workflows
  • Strategy Current social situationWhat are the risks and challenges for social in the business and each department and how do you overcome themRegulationLack of social media educationAccessImplementation TimelinesTechnology to provide infrastructureSuccess metricsRight data for right people in their languageTie social metrics to business objectives – ROI, Share of Voice, Customer Satisfaction, Create great new Product, PilotHow are you going to show that this works in your businessFocus on one department
  • Come to a point where social works across the business.You don’t really have a Social Strategy – Social is a core part of your business’ strategy.
  • C-LevelTalk in business objectives – use their languageBoard LevelTalk in their language. All the points mentioned about each department – come to them with how social can be a solution to that problem.Show them successes with your pilot.
  • 1981 David Merrill and Roger Reid – studied insurance companies. Previously in industrial settings – social gap larger1984 Robert Bolton and Dorothy Bolton – derived these four approx zones – you will sit in one of themAm: Co-operate with others, make sure people are included and feel good about the processEx: Shape the environment by bringing others into alliance to generate enthusiasm for the resultsAn: Work with existing circumstances to promote quality in products and servicesDr: Shape the environment by overcoming opposition to get immediate resultsYOU - Be Flexible and adapt to the people that you are talking to. Am: show interest in them as people, gather their opinions – Don’t rush straight to business or be too demandingEx: provide testimonials from people they see as important, talk about people and their goals – don’t drive to facts and figures, don’t be too task orientatedAn: use a thoughtful approach listing pros and cons, give them time to verify reliability – don’t be disorganised, make mistakes or miss deadlinesDr: stick to business, provide alternatives and choices so they make their own decisions – don’t waste their time and don’t guess the results
  • Of course most of you know all about this – you are the social experts in the org.Infrastructure - EnterpriseGuidelines/Policy - EducationCompliance – Global Relay, Social Media Profile Monitoring, social listeningSecurity – Social Media Asset AuditIntegration – App directory
  • Educate yourselves (ASMS)Educate person to person – you, agencies, consultantsEducate at scale – HSU and Custom EducationComplianceGuidelinesBest practice
  • Businesses are changing nowYou have an opportunity to step up to the changeYou need go through the business stepsYou can become a CDO or have an increased role of influence - Gartner reported that in 2011 there were just 75 people with the CDO title and in the last year there are over 500.Social is going to be so embedded within the organsiation - social will come out of the job title and you need to skill upProve yourselves by influencing internally and being the trusted advisor
  • Come visit us at our stand.
  • Thank you!
  • Transcript

    • 1. The Social Media Manager Is Dead. Long Live Social Media. © 2014 HootSuite Media Inc
    • 2. hootsuite.com Rylan Holey EMEA Partner Manager, HootSuite @holeytonal @hootsuite_uk © 2014 HootSuite Media Inc
    • 3. of businesses will lose market position *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013. Social Business Incompetence © 2014 HootSuite Media Inc
    • 4. cede dominance Social Business Incompetence 1 in 5 *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
    • 5. of executives not engaged *Brian Solis: New Slides and Data: The State of Social Business Evolution in 2013 Social Business Incompetence 2 © 2014 HootSuite Media Inc
    • 6. Tweets All / No replies Reply Retweet AT&T @RamblingRooney Resist the urge, Jay. We heard it’s dark, scary and no one can ever hear you. No one Nov 26@ATT Expand Reply Retweet Jay Rooney Just found out that @TMobile doesn’t charge extra for overseas data. What the hell am I still doing with @ATT? Nov 26@RamblingRooney Expand Reply Retweet T-Mobile @RamblingRooney You know there is an alternative to old-school wireless carriers, right? It’s called @TMobile, the #uncarrier ^ Lisa A @TMobile Nov 26 Expand © 2014 HootSuite Media Inc
    • 7. The not so good © 2014 HootSuite Media Inc
    • 8. How do we Adapt? © 2014 HootSuite Media Inc
    • 9. Act like an Entrepreneur Get your business’s big picture Marry social to the business Win Buy-In Implement and Educate © 2014 HootSuite Media Inc
    • 10. Act like an Entrepreneur © 2014 HootSuite Media Inc
    • 11. Act like an Entrepreneur Get your business’s big picture © 2014 HootSuite Media Inc
    • 12. C-Suite IT Marketing Human Resources Customer Service Research & Development Sales © 2014 HootSuite Media Inc
    • 13. Act like an Entrepreneur Get your business’s big picture Marry social to the business © 2014 HootSuite Media Inc
    • 14. Marrying social to the Business Strategy Proof of Concept Implementation Success Metrics © 2014 HootSuite Media Inc
    • 15. Marketing IT Sales Customer Service Operations Supply chain operations Risk management Finance © 2014 HootSuite Media Inc
    • 16. Act like an Entrepreneur Get your business’s big picture Marry social to the business Win Buy-In © 2014 HootSuite Media Inc
    • 17. Win Buy-In © 2014 HootSuite Media Inc
    • 18. Social/Management Styles Analytic Driver Amiable Expressive Talk (Extrovert) Intuitive (People Orientation) Analytical (Task Orientation) Listen (Introvert) © 2014 HootSuite Media Inc
    • 19. Act like an Entrepreneur Get your business’s big picture Marry social to the business Win Buy-In Implement and Educate © 2014 HootSuite Media Inc
    • 20. Implement Security Compliance Guidelines & Policies Infrastructure Integration © 2014 HootSuite Media Inc
    • 21. Educate Your own education Educating person to person Educating to a whole organization at scale © 2014 HootSuite Media Inc
    • 22. Your Opportunity © 2014 HootSuite Media Inc
    • 23. Custom Social Media Education & ASMS HootSuite Enterprise Managed Security & Compliance Services uberVU HootSuite Key Products © 2014 HootSuite Media Inc
    • 24. @holeytonal @hootsuite_uk hootsuite.com Rylan Holey EMEA Partner Manager, HootSuite © 2014 HootSuite Media Inc

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