The document provides information about hiring a Social Media Director, including what the role entails and how to fill the position. It discusses that the Director should create a comprehensive social media strategy, manage a team, and be responsible for a portion of the marketing budget. The best way to hire is to do an extensive search among qualified candidates from training institutes or to hire an experienced expert. The outcome should be tangible business results from improved social media engagement.

1. How to hire a Social Media Director

2. Social Media AcademySocial Media Specific Business EducationOver 3,000 participants from 24 countriesCertified Social Media StrategistCertified Social Media ManagerCorporate Social Media Education

3. Social Media CareerCap Gemini is hiring 1,000 consultants and expect social media experience, yet will let go othersGoogle is expecting social media engagement and provides bonus incentive of extra 25% +-

4. 14,000 Social media positionsOur 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 setInterviews 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 MediaWhat 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 strategistWhat 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 ResponsibilitiesCreate 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 integrationRecruit and oversee the Social Media Team, ensuring a superior quality of communication and project delivery is provided at all timesCoordinate the planning of social media campaigns, ensuring customer acquisition and supporting monetization across the company’s portfolioSource 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 strategiesProvide benchmarks and analyse data provided by the Social Media Team, to inform company-wide decision-making and commercial campaign targets are metMonitor 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 developmentsRequirementsCreative, diplomatic, cool under pressure and fantastic interpersonal and presenting skillsStrong project management and organisational skillsAdvanced knowledge and understanding of social media and networking platforms and monitoring suite suppliersDeep knowledge of the Company’s industry and great contact bookExperience of business and strategy development Ability to build and leverage a strong network of peers and partnersP&L experienceA random example

8. T H I N K before you make a random selection

9. Social Business vs. profitabilitySocial media engagement *No social media engagement *General Motors -$30BCiti -$27BFord -$14BDelta Airlines -$8.9BMacy’s -$4.8BSprint -$2.7BUS Airways -$2.2BOfficeMax -$1.6BHertz -1.2BWendy’s / Arby’s -$0.4BUnited Airlines (n/a)Wal-Mart $13BIBM $12BCisco $8BVerizon $6BPepsi Co $5BWalt Disney $4.4BUPS $3BWells Fargo $2BStarbucks $.3BSouthwest Airlines $178MZappos (n/a)* = Based on sentiment analysis (social media monitoring). Company results are from 2009Millions of recommendations drives billions in revenueThousands of rants drive billions of losses

10. Social Media Impact Across All DepartmentsProduct ManagementSocial Media is the most economic way to introduce a new product It’s a perfect seeding ground for a co-creation strategySupport GroupAugmenting support forces with engaged customers is very powerful – improving the customer experienceLogistics and ProcurementTrend analysis through a vast open network - think of the implication to procurementSalesWith the new influences in the “educated purchase decision” sales is most impacted by social mediaMarketing & PRThe big change in marketing – moving from industrial media to amplifying user generated content

11. Strategic Social Media EngagementStarting with a thorough assessmentDevelop a market engagement strategyUnderstand the various strategy modelsAlliance empowerment strategyAmplification strategy…Create an executable planUnderstand organizational structuresReporting on progress, failure and success

12. Methodology OverviewFour Quadrant Assessment MethodologyCustomer, Brand, Partner, CompetitionNCP ModelNetwork – Contribution – ParticipationStrategy HexagonGoal, Mission, Benefit, Action, Program, ReportSocial Media Planning FrameworkOxymoron? Unique creative vs. repeatable modelOrganization ModelA Social Media Service Architecture Social Media ROIHow to deal with it how to calculate an ROI

13. Director Social MediaWhat is the Director Social Media supposed to do?Thorough audit / assessmentCross functional strategy developmentManaging the executionWhat is a meaningful process to fill this position?Deep scan of available qualified peopleCheck with training institutes i.e. SMACADRobust 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 positionsHow much is a social media strategist and why?$100,000 - $ 180,000Saving 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 structurePASTA small group n marketing focusing on social media ‘execution”Managing the social media places and spaces and engaging with the communitiesPosting blog posts, dealing with comments and taking care of the communitiesThe rest of the organization continues with business as usual -- #FAILTODAYThe Social Media Service TeamWorks as an internal service team supporting all relevant departmentsThe whole organization develops a more connected approach organically

17. It takes about 5+ month to develop a social graphForget your resume or LinkedIn profile INSTEAD:Think of the NETWORK and the ENGAGEMENT over that networkBlog 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 workReview resumes and double check on LinkedIn? That was yesterdayToday: Scanning the social web to draw a picture of the applicantCommunication skillsSocializing skills / team spiritSubject matter expertise – reputationThe rolodex is replaced by the networkVisible expertise on blogs and other mediaIf you are a lonely guy, isolated from today’s world, your chance to get a job is almost none.

19. Corporate Education ProgramsOnDemand Education Program:On-demand eLearning programI.e. 6 Lessons, 45 min eachPlus exercises after each lessonLicenses training materialInstructor Lead ProgramHybrid learning systemInstructor lead workshops25 attendees per workshop

21. The Social Media DirectorWhat should the job description include?It’s a master list for a senior business managerWill he/she need to hire more people?Not necessarilyBut if hiring is on – it may well beWhat budget responsibility should the position include?Think of 25%+ of the general marketing budgetThink 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 departmentsA complete and thorough social media strategy that goes hand in hand with the overall business strategy – often times even influences that business strategyTangible business results that show cost decrease on the major market facing departments and incremental revenue through advocacy.

23. The Social Media DirectorPlan and execute a holistic social media strategy Think of a 2 year strategy with a clear goalThen 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) 384-0057http://SMACAD.comSocial Media Academy Page and GroupSocial Media Academy Group@smacadAll 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