SXSWi 2012 - Your Social Media Job is Dead. Now What?
•
11 likes•1,146 views
Our panel at SXSWi 2012 featuring Angeline Vuong (Sr Strategist, Huge), Ana Andjelic (Digital Strategist, Droga5), Sonny Gill (Social Media Mgr, US Cellular), Natalie Rodic Marsan (Account Supervisor, VaynerMedia)
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to SXSWi 2012 - Your Social Media Job is Dead. Now What?
Similar to SXSWi 2012 - Your Social Media Job is Dead. Now What? (20)
Recently uploaded
Recently uploaded (20)
SXSWi 2012 - Your Social Media Job is Dead. Now What?
- 1. March 13, 2012 Your Social Media Job is Dead: Now What? Ana Andjelic – Droga5 Sonny Gill – US Cellular Natalie Rodic Marsan - VaynerMedia Angeline Vuong - Huge
- 2. Sorry. I normally don’t sound like this.
- 3. It’s actually more like this…
- 4. #SXSMJOBS
- 5. @angelineasaurus @sonnygill @andjelicaaa @rodicka
- 7. +75% social media-related job postings in 2011. Source: Monster.com #SXSMJOBS
- 9. Social Media Managers Coordinators Strategists Editors Evangelists Directors VPs Developers Experts Gurus Ninjas Mavens etc…
- 10. But… How much room is there for specialization? And is it sustainable?
- 12. Everyone was dying to have a Flash guru. Now, interest is dying… Source: Google Insights #SXSMJOBS
- 13. Digital strategist. Planner. Marketing analyst. Account director. Communications director. Marketing manager. Product manager. Customer insights manager. User experience lead. Content strategist. #SXSMJOBS
- 14. 2 years as OMMA’s 0 strategists with the social media agency words “social media” of the year in their titles #SXSMJOBS
- 16. Re-thinking social media as a profession.
- 17. #SXSMJOBS
- 18. Good digital professionals develop amazing experiences that meet brand objectives and make customers happy. That’s it. #SXSMJOBS
- 19. So, is this industry really obsolete?
- 21. Yes. (well, sort of…) #SXSMJOBS
- 22. My social roots: Digital Jack of all Trades Social Media Career Development – Infancy > Working Knowledge > Adoption Business acumen evolution – Understand internal functions – Bridge social & business #SXSMJOBS
- 23. Social career plateaus & pitfalls: • Tactical • Platform dependent • Siloed in community management #SXSMJOBS
- 25. Depends on… Willingness to Evolve Change in Organizational DNA – Culture – Innovation Accepting Greater Responsibility – Business decision maker – Leadership – Governance #SXSMJOBS
- 27. Yes. (definitely) #SXSMJOBS
- 28. #SXSMJOBS
- 29. #SXSMJOBS
- 30. #SXSMJOBS
- 31. #SXSMJOBS
- 32. #SXSMJOBS
- 33. Focus on digital behaviors.! #SXSMJOBS
- 35. No. (simply evolving) #SXSMJOBS
- 37. Social media is just an extension of building community. #SXSMJOBS
- 38. 2 major aspects: Campaigns are marketing. Community management is a lifetime. #SXSMJOBS
- 39. Some role specialization is necessary (this isn’t unique to social media) • Strategists: What’s the point we’re trying to convey? What’s the right thing to do? • Community Managers: Real-time interaction & analysis; amplification • Analysts: Deeper analysis of efforts & how they tie back into business goals • Supervisors / Directors: Someone who has deep experience in one of the other roles, a general knowledge of all the roles, can ensure it all happens, and ties back to business objectives #SXSMJOBS
- 40. Community Roles spread across organization Managers Becoming Strategists intelligence collectors Work with all business Analysts units to help fuel product development
- 41. In short… Your social media job may not be dead (yet), but it must evolve.
- 42. Social media is a toolset. Customer service, PR, marketing and consumer insights existed way before Facebook brand pages, sponsored tweets and Pin It buttons. #SMJOBS
- 43. Social media strategy is a myth. It’s really about best understanding tactics & execution. #SMJOBS
- 44. Social media strategy is a myth. Specialization strategy is valuable as technologies emerge, but good social strategists & managers understand how to go beyond the silo. #SMJOBS
- 45. Accept greater responsibility. As digital becomes inherently social & businesses become inherently digital, expertise on digital behavior must also adapt accordingly. #SMJOBS
- 46. Resources. #SXSMJOBS
- 47. http://bit.ly/sxsmjobs #SXSMJOBS
- 48. Questions. #SXSMJOBS
- 50. What will the career growth opportunities be? Which roles will go away? Which stay? #SMJOBS
- 51. What is the future of social media within organizations? How will these roles be structured? #SMJOBS
- 52. How do people who have social media jobs avoid being pigeonholed? #SMJOBS
- 53. What do you think will happen to social media agencies? #SMJOBS
- 54. What social media-related skills will continue to be valuable to employers? #SMJOBS
Editor's Notes
- My background is actually in social media. I started out as a community manager for a startup called crowdSPRING and became the Social Media Editor & National Community Manager for Citysearch.com. After brief stint as an Account Director at a social media agency, I landed a job at HUGE. For me, it was kind of a wake up call because I had been in these specialized roles focused on one aspect of digital, and there were so many other disciplines and broader segments at huge. I’m sure a lot of you in this room have social media-related jobs and have been at the point in your career where you wonder, “What’s next?” And, what happens as social media becomes more and more commonplace?
- The social media field is a hot market with many opportunities….
- …and many people claiming they know all about it. Over 1.1 million in my LinkedIn network actually.
- And with all these roles and crazy titles, Everyone is now a social media expert / guru / ninja / maven. (and if you use those words, you should reconsider)
- Where are our VPs of Email? Or Email Ninjas? They aren’t touting their skills on linked in like the 1.1 million people touting their social media prowess. You may laugh at that idea, but social media is quickly on its way to becoming even more inherent than email in our digital behavior.
- …and when you look back 5-10 years ago and think about how in demand Flash developers were compared to now, those who didn’t learn other languages or how to develop apps are probably hurting a bit.
- When I started at Huge, I was surprised to see who was responsible for the social media efforts / strategies for our clients and also within our agency. As the “social media specialist,” I didn’t understand really why someone else handling the strategy if there was a specialist. And honestly, I felt a bit threatened and wondered how long I could last as a specialist.
- It also struck me strange as we were named 2 years running as OMMA’s social media agency of the year, namely for the Pepsi Refresh Project, when we have zero strategists with the words social media in their titles. Social is just something that’s inherently a part of everyone’s digital lexicon within the agency.
- And when you look at one of the most acclaimed viral / social media campaigns to date, Old Spice Nobody on the list of W+K’s credits has “social media” in their title.In fact, when I searched LinkedIn, nobody came up at Wieden & Kennedy with social media in their title. But it doesn’t mean they can’t do it well.
- So, I thought that maybe it’s time to re-think social media as a profession. It doesn’t (and it didn’t) take a social media guru to come up with compelling experiences like Old Spice or the Pepsi Refresh Project.
- The Altimeter Group has some great research about the role of the Corporate Social Strategist. And what I found interesting is that more than strategizing, social media strategists are typically just evangelizing this new standard of communicating.They’re really evangelists of new technology & initiativesand helping show how to best apply emerging technologies within their organization
- In our increasingly digital world, we must understand how to best utilize new tools as these technologies become available.But, if you’re in any digital-related field, you are in the business of developing experiences that meet your brand’s objectives and make customers happy.
- And I wanted to bring other people I respect within the industry to share their thoughts on this timely topic. So I’ll let sonny take it away. . .
- When we get to this moment where social is just inherent throughout the business, as a social media manager now, where do you see yourself in 5 years?How is your agency / client relationship structured?
- When we get to this moment where social is just inherent throughout the business, as a social media manager now, where do you see yourself in 5 years?How is your agency / client relationship structured?
- What do you think happens to specialist agencies? i.e. Social media agencies? Mobile agencies? Do you think there’s still room for them?
- The answer is not-really. They won’t die, but if you want to do more than the current position….
- Over the next 5 yrs
- Over the next 5 yrs
- Over the next 5 yrs
- Over the next 5 yrs
- Over the next 5 yrs