This document discusses the career path of corporate social strategists. It begins with an overview of research conducted including surveys and interviews. It describes the background of social strategists, their responsibilities developing social media programs, and the challenges they face. These include proving ROI, limited resources, and changing technologies. The document outlines two potential career paths - becoming grounded in reactive help desk work, or achieving "escape velocity" through a proactive approach. It speculates on the future of the role moving beyond marketing to span customer experience. Recommendations include taking a proactive mindset and thinking beyond individual business units to influence the entire customer journey.
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60. 1. Steve Bendt, Senior Marketing Manager, Social Media,
Best Buy
2. Richard Binhammer, Senior Manager, Strategic Corporate
Communications, Dell
3. LaSandra Brill, Senior Manager, Global Social Media,
Cisco Systems Inc.
4. Rebecca Brown, Director, Social Media Strategy, Intel
Corporation
5. Kelly Colbert, Director, Marketing Strategy, Wellpoint
6. Marty Collins, Director, Emerging Media, Microsoft
7. Florence Drakton, Social Media Manager, Toyota Motor
Sales U.S.A.
8. Kati Driscoll, Community Specialist, Social Media, AAA
9. Bert DuMars, Vice President, E-Business & Interactive
Marketing, Newell Rubbermaid
10. Frank Eliason, Senior Vice President, Social Media, Citi
11. Kimberley Gardiner, Manager, Marketing, Toyota Motor
Sales U.S.A.
12. Jeannette Gibson, Director, Social Media Marketing, Cisco
Systems Inc.
13. Jamie Grenney, Senior Director, Social Media,
Salesforce.com
14. Julie Haddon, Senior Director, Global Social Media, eBay
inc.
15. Gareth Hornberger, Coordinator, Social Media, Levi’s
16. Ken Kaplan, Manager, New Media and Broadcast, Intel
17. Steven Lazarus, Lead Strategist, Social Media &
Interactive Marketing, IBM
18. Jason Long, Community Manager, QlikTech
19. Dan Maloney, Global Vice President, Ecosystem Business
Development & Web Strategy, SAP
20. Manish Mehta, VP, Social Media & Community, Dell
21. Scott Monty, Manager, Global Digital & Multimedia
Communications, Ford Motor Company
22. Petra Neiger, Senior Manager, Global Social Media, Cisco
Systems Inc.
23. Marcus Nelson, Director, Social Media, Salesforce.com
24. Bowen Payson, Manager, Online & Digital Marketing,
Virgin America
25. Holly Potter, Vice President, Public Relations, Kaiser
Permanente
26. Maria Poveromo, Director, Social Media, Adobe Systems
27. Toby Richards, General Manager, Community & Online
Support, Microsoft
28. Chip Rogers, Vice President and COO, SAP Community
Network and Ecosystem Events
29. Vanessa Sain-Diéguez, Strategist, Social Media, Hilton
Worldwide
30. Dan Schick, Manager, Web Communications, TELUS
Communications
31. Daniel Schmidt, Senior Product Manager, CBS Interactive
32. Liya Sharif, Director, Marketing, Qualcomm
33. Peter Simonsen, Senior Director, Web, QlikTech
34. Ted Sindzinski, Manager, Internet Marketing, Monster
Cable Products
35. Shiv Singh, Head of Digital, PepsiCo Beverages North
America
36. Kim Snedaker, Manager, Social Media, AAA
37. Ed Terpening, Vice President, Social Media Marketing,
Wells Fargo
38. Alexandra Wheeler, Director, Digital Strategy, Starbucks
39. Mark Yolton, Senior Vice President, SAP Community
Network
Interviews with Corporate
Social Strategists (39)
60
61. 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.
Interviews: Topic Authorities
61