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Smacad hiring asmm-2011

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  • 1. How to hire a Social Media Director
  • 2. 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
  • 3. 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% +-
  • 4. 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” .
  • 5. Over 80 strategists and over 5,000 attendees from a variety of education programs
  • 6. 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?
  • 7. 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
    A random example
  • 8. T H I N K before you make a random selection
  • 9. Social Business vs. profitability
    Social media engagement *
    No social media engagement *
    General Motors -$30B
    Citi -$27B
    Ford -$14B
    Delta Airlines -$8.9B
    Macy’s -$4.8B
    Sprint -$2.7B
    US Airways -$2.2B
    OfficeMax -$1.6B
    Hertz -1.2B
    Wendy’s / Arby’s -$0.4B
    United Airlines (n/a)
    Wal-Mart $13B
    IBM $12B
    Cisco $8B
    Verizon $6B
    Pepsi Co $5B
    Walt Disney $4.4B
    UPS $3B
    Wells Fargo $2B
    Starbucks $.3B
    Southwest Airlines $178M
    Zappos (n/a)
    * = Based on sentiment analysis (social media monitoring). Company results are from 2009
    Millions of recommendations drives billions in revenueThousands of rants drive billions of losses
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. It’s a new world
  • 16. 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
  • 17. 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?

  • 18. 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.
  • 19. 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
  • 20.
  • 21. 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
  • 22. 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.
  • 23. 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
  • 24. Over 80 strategists and over 5,000 attendees from a variety of education programs
  • 25. ThankYou
    +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
  • 26. 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

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