Keynote: Career Path of Corporate Social Strategist
Upcoming SlideShare
Loading in...5
×
 

Keynote: Career Path of Corporate Social Strategist

on

  • 47,747 views

This presentation was the final keynote at Womma, Nov, 2010 in Las Vegas ...

This presentation was the final keynote at Womma, Nov, 2010 in Las Vegas

It's based off the research report of the same title: "Career Path of the Corporate Social Strategist"

http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/

Statistics

Views

Total Views
47,747
Views on SlideShare
27,925
Embed Views
19,822

Actions

Likes
93
Downloads
1,152
Comments
19

91 Embeds 19,822

http://mashable.com 13792
http://www.web-strategist.com 1777
http://griffinfarley.typepad.com 742
http://flavors.me 529
http://enquiringmimes.com 481
http://red-brand-media.com 465
http://blog.matthias-faller.de 278
http://www.sminorgs.net 182
http://writespeaksell.com 148
http://balises.info 146
http://blog.cuperix.com 121
http://www.freshnetworks.com 113
http://blog.starfishglobal.com 102
http://www.dontgetcaught.biz 98
http://alefragisp.posterous.com 78
http://web-consult.blogspot.com 62
http://letsgosocial.nl 51
http://lonewolflibrarian.wordpress.com 50
http://www.futurelab.net 45
http://kmrusi.blogspot.com 37
http://static.slidesharecdn.com 31
http://www.psleader.org 31
http://www.alefragis.gr 29
http://admonkeys.wordpress.com 26
http://www.esferadigital21.org 25
http://noteasytoforget.com 22
http://translate.googleusercontent.com 22
http://socialbizstrategy.com 22
http://edmediadesigntech.blogspot.com 21
http://www.socialinsights.com.au 21
http://posterous.com 20
http://web-consult.blogspot.fr 18
http://kenburbary.posterous.com 18
http://lesassos.com 16
http://www.estrategicamente.es 16
http://letsgofacebook.nl 16
http://socialinsights.com.au 14
https://mashable.com 13
http://www.brandhackers.com 13
http://michaelbatistich.com 11
http://ignacioloizaga.flavors.me 9
http://timialcala.wordpress.com 8
http://intersphere.posterous.com 8
http://paper.li 7
http://www.twylah.com 6
http://www.stevemacalpine.com 6
http://dairong.posterous.com 4
http://www.lesassos.com 4
https://cleverwood.bluekiwi.net 4
http://socialannapolis.com 4
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 19 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…

110 of 19

Post Comment
Edit your comment
  • Insert CC logos

Keynote: Career Path of Corporate Social Strategist Keynote: Career Path of Corporate Social Strategist Presentation Transcript

  • WOMMANovember 18, 2010
    The Career Path of the Corporate Social Strategist
    Jeremiah Owyang
    Industry AnalystPartner, Customer Strategy
  • Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
    The World Changed
    © 2010 Altimeter Group
  • 3
    An Open Leader Emerges
  • Image by coreburnused with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814
    Internal Storms Hinder Progress
    © 2010 Altimeter Group
  • 5
    Compounding Demands
    Compounding Demands
  • Image by iandavidused with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
    Two Paths for the Strategist
    © 2010 Altimeter Group
  • 7
    Image by carl-w-heindlused with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/
    Path 1: Grounded to Social Media Help Desk
  • 8
    Image by carl-w-heindlused with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
    Path 2: Achieve Escape Velocity
  • 9
  • About this Research Project
    An Open Leader Emerges
    Background
    Responsibilities
    Program
    Challenges
    Career Path: Two Choices
    The Future of this Role
    Recommendations
    Agenda
  • 11
    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.
  • 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”
    Research Methodology (WOMMA)
    12
  • About this Research Project
    An Open Leader Emerges
    Background
    Responsibilities
    Program
    Challenges
    Career Path: Two Choices
    The Future of this Role
    Recommendations
    Agenda
  • Image by Telstar Logistics used with Attribution as directed by Creative Commons http://www.flickr.com/photos/telstar/2936600
    Their Background
    © 2010 Altimeter Group
  • Digital or marketing background
    15
  • Risk-takers and multi-disciplinary
  • 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
  • Stem from Marketing or Corporate Communications
  • Limited budgets
  • Understaffed to serve enterprise
    Average team was only 3.1 for companies with 1,000 to < 5,000 employees (Figure 6.5).
  • Organizational Models
  • CENTRALIZED
    • One department controls all efforts
    • Consistent
    • May not be as authentic
    • e.g. Ford, Regulated
    23
  • ORGANIC
    • Organic growth
    • Authentic
    • Experimental
    • Not coordinated
    • e.g. Sun
    24
  • COORDINATED
    • One hub sets rules and procedures
    • Business units undertake own efforts
    • Spreads widely around the org
    • Takes time
    • e.g. Red Cross
    25
  • MULTIPLE HUB AND SPOKE
    OR “DANEDELION”
    • Similar to Coordinated but across multiple brands and units
    • e.g. HP, Microsoft, Tech Giants
    26
  • HOLISTIC OR “HONEYCOMB”
    • Each employee is empowered
    • Unlike Organic, employees are organized
    • e.g.Twelpforce, Zappos
    27
  • Five Ways Companies Organize: Hub & Spoke and Centralized
    28
  • Their Challenges
    © 2010 Altimeter Group
    © 2010 Altimeter Group
  • 1. Friction from internal culture and a lack of education thwart progress.
  • “Right now, the social media professional has been a visionary pioneer willing to endure frustration and criticism by a great many senior corporate people who were set in their ways.”-@shelisrael
  • 2. Proving real ROI difficult beyond engagement metrics
  • 2. Proving real ROI difficult beyond engagement metrics
  • 3: Serving the Entire Enterprise with Few Resources
  • “Challenge: budget and resources. It’s not well understood, so its not well funded.”
    -Director, Social Media and Community
  • 4. Ever-changing technology space leaves Strategists with “Head Spinning”
  • Various data types, APIs and reporting, third parties can make changes “on a whim.”
  • 5. Initially perceived as a threat, success breeds jealousy.
  • “They will get slings and arrows in the front (from customers) and the back (from colleagues), as social challenges the status quo and existing positions.”-Director, Corporate Communications and Social Media
  • 6. Internal and external demands are rapidly compounding.
  • “from 4 to 5 times more requests this year from last.”
    -Social Strategist
  • “There are two people standing in front of my office demanding Facebook pages.”
    --Social Strategist
  • About this Research Project
    An Open Leader Emerges
    Background
    Responsibilities
    Program
    Challenges
    Career Path: Two Choices
    The Future of this Role
    Recommendations
    Agenda
  • 44
    Image by carl-w-heindlused with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/
    Path 1: Grounded to Social Media Help Desk
  • Reactive or Proactive?
    45
  • The Tail Spin:
    As more business units adopt “social media religion” they will start to demand their own Facebook pages and Twitter accounts.
    If the Social Strategist is unable to comply, business units will deploy on their own.
    “Facebook Strategy? Yeah my niece is all over it!”
    Then the Social Strategist succumbs to mere order taking and clean up, relegating themselves to a “Social Media Help Desk.”
    Path One: “Social Media Help Desk.”
    46
  • 47
    Image by thirty_and_threeused with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
    Path 2: Escape Velocity
  • Savvy Social Strategists develop a proactive business program that gets ahead of business – and customer requests.
    Serve the entire enterprise as an internal resource –engagement doesn’t scale.
    Grow scope beyond their business unit –assisting the end user along the entire customer journey.
    Path Two: Escape Velocity
    48
  • About this Research Project
    An Open Leader Emerges
    Background
    Responsibilities
    Program
    Challenges
    Career Path: Two Choices
    The Future of this Role
    Recommendations
    Agenda
  • Image by articnomadused with Attribution as directed by Creative Commons http://www.flickr.com/photos/articnomad/790831671/
    The Future of this Role
    © 2010 Altimeter Group
  • 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.”
    “We don't have a ‘verbal communication strategist’ or an ‘email planner’ now.” -@steverubel
    Yet, we expect that these corporate entrepreneurs will likely move on the next wave of emerging technologies.
    If successful, they work themselves out of a job
    51
  • While these technologies are disruptive today, they will eventually become the norm.
    Every customer touchpoint in their 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.”
    The program transcends marketing– to span the entire customer journey
    52
  • 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.” -@jbell99
    Thus, today’s Social Strategist may rise to executive status
    VP of Customer Experience
    Chief Customer Officer
    A role we’ve yet to imagine
    Some will have opportunity for the Corner Office
    53
  • About this Research Project
    An Open Leader Emerges
    Background
    Responsibilities
    Program
    Challenges
    Career Path: Two Choices
    The Future of this Role
    Recommendations
    Agenda
  • 55
    Image by thirty_and_threeused with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
    How to Achieve Escape Velocity
  • 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.
    56
  • 57
    Six Steps to Achieve Escape Velocity –and Stay out of the Social Media Help Desk
    A proactive mindset is required –or end up in social media sanitation.
    Do this by setting up requirements for social media engagement before the Business Units ask.
    Get to Hub and Spoke formation(s) quickly. (Tip: Governance > Process > Education) covertly manifests COE
    Become an enabler for Business Units, you can never hire enough community managers or deploy and manage efforts
    Deploy scalable programs: communities, advocacy, SMMS, invest in SCRM. Dialog does not scale.
    Over time, think and deploy greater than the marketing department –the duration of your role is limited
  • 58
    THANK YOU
    Jeremiah Owyang
    Industry Analystjeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Christine Tran, Andrew Jones, and Charlene Li
  • 59
    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.
  • Steve Bendt, Senior Marketing Manager, Social Media, Best Buy
    Richard Binhammer, Senior Manager, Strategic Corporate Communications, Dell
    LaSandra Brill, Senior Manager, Global Social Media, Cisco Systems Inc.
    Rebecca Brown, Director, Social Media Strategy, Intel Corporation
    Kelly Colbert, Director, Marketing Strategy, Wellpoint
    Marty Collins, Director, Emerging Media, Microsoft
    Florence Drakton, Social Media Manager, Toyota Motor Sales U.S.A.
    Kati Driscoll, Community Specialist, Social Media, AAA
    Bert DuMars, Vice President, E-Business & Interactive Marketing, Newell Rubbermaid
    Frank Eliason, Senior Vice President, Social Media, Citi
    Kimberley Gardiner, Manager, Marketing, Toyota Motor Sales U.S.A.
    Jeannette Gibson, Director, Social Media Marketing, Cisco Systems Inc.
    Jamie Grenney, Senior Director, Social Media, Salesforce.com
    Julie Haddon, Senior Director, Global Social Media, eBay inc.
    Gareth Hornberger, Coordinator, Social Media, Levi’s
    Ken Kaplan, Manager, New Media and Broadcast, Intel
    Steven Lazarus, Lead Strategist, Social Media & Interactive Marketing, IBM
    Jason Long, Community Manager, QlikTech
    Dan Maloney, Global Vice President, Ecosystem Business Development & Web Strategy, SAP
    Manish Mehta, VP, Social Media & Community, Dell
    Scott Monty, Manager, Global Digital & Multimedia Communications, Ford Motor Company
    Petra Neiger, Senior Manager, Global Social Media, Cisco Systems Inc.
    Marcus Nelson, Director, Social Media, Salesforce.com
    Bowen Payson, Manager, Online & Digital Marketing, Virgin America
    Holly Potter, Vice President, Public Relations, Kaiser Permanente
    Maria Poveromo, Director, Social Media, Adobe Systems
    Toby Richards, General Manager, Community & Online Support, Microsoft
    Chip Rogers, Vice President and COO, SAP Community Network and Ecosystem Events
    Vanessa Sain-Diéguez, Strategist, Social Media, Hilton Worldwide
    Dan Schick, Manager, Web Communications, TELUS Communications
    Daniel Schmidt, Senior Product Manager, CBS Interactive
    Liya Sharif, Director, Marketing, Qualcomm
    Peter Simonsen, Senior Director, Web, QlikTech
    Ted Sindzinski, Manager, Internet Marketing, Monster Cable Products
    Shiv Singh, Head of Digital, PepsiCo Beverages North America
    Kim Snedaker, Manager, Social Media, AAA
    Ed Terpening, Vice President, Social Media Marketing, Wells Fargo
    Alexandra Wheeler, Director, Digital Strategy, Starbucks
    Mark Yolton, Senior Vice President, SAP Community Network
    Interviews with CorporateSocial Strategists (39)
    60
  • Tac Anderson, Vice President, Digital Strategies, Waggener Edstrom
    David Armano, Senior Vice President, Digital, Edelman
    Tom Bedecarre, CEO, AKQA
    John Bell, Managing Director & Executive Creative Director, Ogilvy Public Relations Worldwide
    Andrea Harrison, Vice President, Strategy, Razorfish
    Liza Hausman, Vice President, Marketing, Gigya
    Shel Israel, CEO, SI Associates
    Peter Kim, Managing Director, North America, Dachis Group
    Jennifer Leggio, Social Business Blogger, CBS Interactive (ZDNet)
    Steve Rubel, Senior Vice President, Insights, Edelman Digital
    Andy Sernovitz, CEO, SocialMedia.org / Social Media Business Council
    Dan Ziman, Vice President, Marketing, Lithium Technologies Inc.
    Interviews: Topic Authorities
    61
  • 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
    AshaHossain Design, Inc.
    Sonal Mehta, Student
    Jennifer McClure, Society for New Communications Research;
    Anita Wong, Student
    Gil Yehuda, GilYehuda.com
    Contributor Recognition
    62