How to hire a Director Social Media

How to hire a Social Media Director#SMACAD © Copyright Xeequa Corp. 2008

#SMACAD Social Media Academy Social Media Specific Business Education Over 3,000 participants from 24 countries Certified Social Media Strategist Certified Social Media Manager Corporate Social Media Education© Copyright Social Media Academy 2009-2011 2 Copying or distribution is prohibited

#SMACAD Social Media Career Cap Gemini is hiring 1,000 consultants and expect social media experience, yet will let go others Google is expecting social media engagement and provides bonus incentive of extra 25% +-© Copyright Social Media Academy 2009-2011 3 Copying or distribution is prohibited

#SMACAD 14,000 Social media positions Our research suggests that there are currently approximately 14,000 open social media positions in the US alone. In booming Europe it is no different – social media experience is a sought after skill set Interviews with hiring managers indicate: “Having a thousand followers and being able to build a fan page is not nearly enough to ensure a position as social media manager” .© Copyright Social Media Academy 2009-2011 4 Copying or distribution is prohibited

#SMACAD Over 80 strategists and over 5,000 attendees from a variety of education programs© Copyright Social Media Academy 2009-2011 5 Copying or distribution is prohibited

#SMACAD How to hire a Director Social Media What is the Director Social Media supposed to do? What is a meaningful process to fill this position? Should you hire an "expert" or train somebody from the team? How much is a social media strategist What should the job description include? Will he/she need to hire more people? What budget responsibility should the position include? What is the expected outcome from this position?© Copyright Social Media Academy 2009-2011 6 Copying or distribution is prohibited

#SMACAD Job Description Social Media Director / Strategist Responsibilities Create the social media strategy, coordinating with stakeholders across the Company to ensure its effectiveness and ensure the adoption of relevant social media techniques into the corporate culture and into all of the company’s products and services Own the roadmap budget for the social media tools in use on the Company’s sites, directing social media tool integration Recruit and oversee the Social Media Team, ensuring a superior quality of communication and project delivery is provided at all times Coordinate the planning of social media campaigns, ensuring customer acquisition and supporting monetization across the company’s portfolio Source and manage relationships with social monitoring and platform partners to support and develop commercial opportunities Act as the advocate of social media integration within the Company, influencing overall site and business strategies Provide benchmarks and analyse data provided by the Social Media Team, to inform company-wide decision-making and commercial campaign targets are met Monitor and comment on trends in social media trends and application, acting as company spokesperson within the Social Media industry Monitor the competition and be aware of market changes and developments Requirements Creative, diplomatic, cool under pressure and fantastic interpersonal and presenting skills Strong project management and organisational skills Advanced knowledge and understanding of social media and networking platforms and monitoring suite suppliers Deep knowledge of the Company’s industry and great contact book Experience of business and strategy development Ability to build and leverage a strong network of peers and partners P&L experience© Copyright Social Media Academy 2009-2011 7 Copying or distribution is prohibited

THINK before you make a random selection#SMACAD © Copyright Xeequa Corp. 2008

#SMACAD Social Business vs. profitability Social media engagement * No social media engagement * Wal-Mart $13B General Motors -$30B IBM $12B Citi -$27B Cisco $8B Ford -$14B Verizon $6B Delta Airlines -$8.9B Pepsi Co $5B Macy‟s -$4.8B Walt Disney $4.4B Sprint -$2.7B UPS $3B US Airways -$2.2B Wells Fargo $2B OfficeMax -$1.6B Starbucks $.3B Hertz -1.2B Southwest Airlines $178M Wendy‟s / Arby‟s -$0.4B Zappos (n/a) United Airlines (n/a) * = Based on sentiment analysis (social media monitoring). Company results are from 2009 Millions of recommendations drives billions in revenue Thousands of rants drive billions of losses© Copyright Social Media Academy 2009-2011 9 Copying or distribution is prohibited

#SMACAD Social Media Impact Across All Departments Product Management Social Media is the most economic way to introduce a new product It‟s a perfect seeding ground for a co-creation strategy Support Group Augmenting support forces with engaged customers is very powerful – improving the customer experience Logistics and Procurement Trend analysis through a vast open network - think of the implication to procurement Sales With the new influences in the “educated purchase decision” sales is most impacted by social media Marketing & PR The big change in marketing – moving from industrial media to amplifying user generated content© Copyright Social Media Academy 2009-2011 10 Copying or distribution is prohibited

#SMACAD Strategic Social Media Engagement Starting with a thorough assessment Develop a market engagement strategy Understand the various strategy models Alliance empowerment strategy Amplification strategy… Create an executable plan Understand organizational structures Reporting on progress, failure and success© Copyright Social Media Academy 2009-2011 11 Copying or distribution is prohibited

#SMACAD Methodology Overview Four Quadrant Assessment Methodology Customer, Brand, Partner, Competition NCP Model Network – Contribution – Participation Strategy Hexagon Goal, Mission, Benefit, Action, Program, Report Social Media Planning Framework Oxymoron? Unique creative vs. repeatable model Organization Model A Social Media Service Architecture Social Media ROI How to deal with it how to calculate an ROI© Copyright Social Media Academy 2009-2011 12 Copying or distribution is prohibited

#SMACAD Director Social Media What is the Director Social Media supposed to do? Thorough audit / assessment Cross functional strategy development Managing the execution What is a meaningful process to fill this position? Deep scan of available qualified people Check with training institutes i.e. SMACAD Robust interview sheet© Copyright Social Media Academy 2009-2011 13 Copying or distribution is prohibited

#SMACAD Alternatives Should you hire an "expert" or train somebody from the team? The number of highly experienced and well educated directors are at a 1:1,000 ration to open positions How much is a social media strategist and why? $100,000 - $ 180,000 Saving a company millions of dollars Help bringing in millions in incremental revenue© Copyright Social Media Academy 2009-2011 14 Copying or distribution is prohibited

#SMACAD It’s a new world© Copyright Social Media Academy 2009-2011 15 Copying or distribution is prohibited

#SMACAD From a vertical to a horizontal structure PAST A small group n marketing focusing on social media „execution” Managing the social media places and spaces and engaging with the communities Posting blog posts, dealing with comments and taking care of the communities The rest of the organization continues with business as usual -- #FAIL TODAY The Social Media Service Team Works as an internal service team supporting all relevant departments The whole organization develops a more connected approach organically© Copyright Social Media Academy 2009-2011 16 Copying or distribution is prohibited

#SMACAD It takes about 5+ month to develop a social graph Forget your resume or LinkedIn profile INSTEAD: Think of the NETWORK and the ENGAGEMENT over that network Blog exposing the subject matter expertise? Conversations with other experts? Quotes, comments, recommendations? Continuous sharing of experience Recommendations on LinkedIn? Group participation and engagement? Presentations, video and photo sharing? …© Copyright Social Media Academy 2009-2011 17 Copying or distribution is prohibited

#SMACAD How hiring managers & recruiters work Review resumes and double check on LinkedIn? That was yesterday Today: Scanning the social web to draw a picture of the applicant Communication skills Socializing skills / team spirit Subject matter expertise – reputation The rolodex is replaced by the network Visible expertise on blogs and other media If you are a lonely guy, isolated from today‟s world, your chance to get a job is almost none.© Copyright Social Media Academy 2009-2011 18 Copying or distribution is prohibited

#SMACAD Corporate Education Programs OnDemand Education Program: On-demand eLearning program I.e. 6 Lessons, 45 min each Plus exercises after each lesson Licenses training material Instructor Lead Program Hybrid learning system Instructor lead workshops 25 attendees per workshop© Copyright Social Media Academy 2009-2011 19 Copying or distribution is prohibited

#SMACAD The Social Media Director What should the job description include? It‟s a master list for a senior business manager Will he/she need to hire more people? Not necessarily But if hiring is on – it may well be What budget responsibility should the position include? Think of 25%+ of the general marketing budget Think HR budget across departments© Copyright Social Media Academy 2009-2011 21 Copying or distribution is prohibited

#SMACAD What you get with “Mr. or Mrs. Incredible” What is the expected outcome from this position? Hiring a senior manager who can collaborate with the senior executives across all market facing departments A complete and thorough social media strategy that goes hand in hand with the overall business strategy – often times even influences that business strategy Tangible business results that show cost decrease on the major market facing departments and incremental revenue through advocacy.© Copyright Social Media Academy 2009-2011 22 Copying or distribution is prohibited

#SMACAD The Social Media Director Plan and execute a holistic social media strategy Think of a 2 year strategy with a clear goal Then evolve and create the next strategic milestones for the company© Copyright Social Media Academy 2009-2011 23 Copying or distribution is prohibited

#SMACAD Thank You +1 (650) 384-0057 http://SMACAD.com Social Media Academy Page and Group Social Media Academy Group @smacad All social presences: http://xeesm.com/smacad © 2011 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy. All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit. Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057© Copyright Social Media Academy 2009-2011 25 Copying or distribution is prohibited

#SMACAD About The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements. The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit http://smacad.com© Copyright Social Media Academy 2009-2011 26 Copying or distribution is prohibited

How to hire a Director Social Media

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