Damn, I may have put my foot in my mouth again…
Wow, I should have saw this coming, in a recent comment by Margie (BTW, I read every comment, regardless of what post it’s put on) is offended, well downright mad at my post on the impacts of Gen Y and Boomers.
Here’s Margy’s comment in its entirety, she raises some valid points, and they deserved to be brought up, here’s the comment she just left:
“Your blog entry is days old, so you probably won’t see my post here, but it’s taken me days to calm down from your post to sputter anything back. (Jerimiah, you made me mad!) I’m a Boomer but in no way ready (or financially able) to exit any stage. When did Boomer (hate that term, btw) become a pseudonym for old fogey anyway? Here’s how Boomers described ourselves to each other in an iconic (for the time) book-cum-manifesto, “The Apartment Book,” dated 1979. Sounds a little bit like the optimistic twenty-something rhetoric of 2008. “Through most of the seventies [we] struggled to invent and interpret a way of life that did not follow the old patterns. For the first time, because of the radical changes of the sixties, young people were not automatically following their parents’ paths to marriage, children and a house in the suburbs. Rather, they were searching, alone or in paris or in groups for a place to live that would express their own values. The community of young people who were, by God, going to live their own brand of life — even if they weren’t so sure what it was yet. Because we come from various persuasions and backgrounds, we approach our subject matter with new eyes. The only discipline is a shared commitment to making real ideas happen, without …hype or the tyranny of status names.”
I still believe that. And I bet if you went back further and checked on contemporaneous advertising and magazines targeting young college graduates of the early 1950’s post-war generation just entering the workplace, you’d again find that same open-eyed wonder at the opportunities before them.
The ready-for-anything attitude you describe can’t be pigeonholed into tired marketing classifications like Gen X or Gen Y. It doesn’t come and go like actors on a stage or styles in fashion. It’s something that, if we’re lucky, attacks us early and stays with us throughout our lives.”
First of all, I’m sorry for offending you, I sincerely mean that, that was never my intent.
Secondly, the post is based off data, and my duties in my day job, as it’s an accurate observation of what is, and what will happen. In fact, I’m working on a Forrester report looking at how boomers use social media (coming in the next few weeks) so this is top of mind.
As an analyst, it’s my job to categorize, segment, and describe trends, and for what it’s worth we didn’t create the “boomers” classification.
Regardless, Forrester classifies the Boomer generations in two segments, Younger Boomers (42-51) Older Boomers (52-62). My previous post was obviously referring to the older boomers, and I’ll suspect that you Margy are of the younger group.
These aren’t pigeon holes, and nor are they intended to de-personalize the individual. They are useful for those who make decisions to see the big picture, make sense of it, and do the right thing.
The fact of the matter is that some older boomers have already started to retire (congrats!) I’ve former colleagues who retired as early as 60.
So to clear up any misconceptions, in my original post, I should have indicated I was mainly focusing on older boomers, those that are getting nearer to retirement within just a few years.
This post is intended to be an explanation and an apology, I’m concerned it could potentially infuriate others further. I’ll forgo that risk and make a public apology.
Humbly, Margie, (and anyone else) I seek your forgiveness and understanding as I continue to explore these generational issues as it ties to web strategy.
I’m respecting your limited time by publishing this weekly digest on the Social Networking space, which I cover as an Industry Analyst.
I’ve created a new category called Digest (view archives). Start with the Web Strategy Summary, then quickly scan the succinct and categorized headlines, read text for my analysis, and click link to dive in for more.
You can subscribe to this digest tag only, which filters only these posts tagged digest.
Web Strategy Summary
This week’s focus delivers more on data and web usage, primarily after the launch of Google’s “Trends” tool, which offers a way to track activity on all websites. More reports on the growth of social networks, it’s funny how bloggers twist it each month, just a few weeks ago people were talking about the decline or lull of social network activity.
Nokia acquires Plazes
Although Nokia has been experimenting with mobile software such as maps, and other social applicaitons (I recently was briefed by one of their teams) they’ve acquired mobile based Plazes, a social network.
Web Usage: Friendster shows Growth
I see conflicting data all the time, so it’s very hard for me to determine who the actual leader is, or sometimes to be more accurate, the intrepretations of data are often different. Great pieces by Eric at VentureBeat who does analysis to show how Friendster has growth in Asia.
Web Usage: Facebook and MySpace
Although I see many different graphs and patterns about the ‘top’ website, Andrew Chen breaks down that Facebook is growing faster via vistiors in Australia over MySpace, and has more growth internationally, on the other hand, he demonstrates that most ad revenues are in the US, an interesting way of thinking about where the ROI could lay.
Web Usage: 25% Use Social Networks
The Consumer Internet Barometer, a sample size of 1000 in North America found that a quarter of North Americans use social networks. For North American adults, this is very similar to what Forrester’s own data says, glad to see correlation.
Upgrade: NYT adds social features to site
Much in the theme of the future of the web is that the web will become connected to your personal networks, in this case the NYT (who has been innovating) is developing new ways for the content of their site to become social with Times People Beta.
Intranet: Microsoft leans on Townsquare
Although only a prototype, Microsoft office labs are working on a new intranet product that has social features, called TownSquare.
Vertical: Intel launches site for family caretakers
This community site which is for those that are managing ill or elderly family members provides a connection for others, who may need a support group that may not have been able to connect prior.
Revenues: Facebook Developers Get Paid
The company social media, essentially an advertising network for widget developers has paid out $8million to developers who are involved in their network over the last year, there are 5000 apps, for about 100 developers, although there’s apparently a curve, some cashed in and some did not.
eCommerce: How shopping is a social activity
eWeek picks up a story (I’ve a quote in it) that outlines how Pluck’s module based white label social network can embed social interactions into an eCommerce experience –a certain future trend.
Education: Social networks spur learning
This summary of a study indicating that students from a variety of backgrounds were able to learn from social networks, improving social and technology skills, more details from this article. From colleague Jennifer Doctor
Web Usage: Facebook king of the globe
Comscore reports that Facebook’s Global Traffic the king, I see different takes at data from different companies, so I can never quite be sure of who’s interpretations –or data set to rely on. Therefore, I watch trends, not specifics.
China: Facebook, Tencent launch against Xiaonei
Chinese versions of Facebook and Tencent are now launched in China, to reach to one of the world’s largest online populations. The dominating player, Xiaonei has 22 million users, still a long way off from Facebook –but watch growth.
Valuation: How to value social networks
Techcrunch does an interesting analysis quantifying social network value –by looking at several values based around user size and valuation.
Leave a comment if I’ve missed anything specific.
I’m with quite a few late adopters of Social Media, in fact, I’m at Forrester’s Finance Forum here in NYC, one of the banking centers of the world. I can often tell the level of sophistication of industries to social media by the type of language they use, in fact, I’ve used these phrases when I didn’t know any better.
“Campaigns” which convey short wartime activities of bomb dropping and tank rolling to advance territory.
Rookies who want to benefit from word of mouth, or are approaching it the same way as interactive marketing or advertising may say “Leveraging Social Media”, as if doing a little to gain a lot from this medium.
Or describing people as “users” rather than community “members”
Describing this movement as “UGC” vs “people sharing”
So what’s in a name, phrase, or description? A lot, actually. It’s a clear indicator to me on the approach that a brand is going to take, and I can often predict the results will end up looking like an interactive campaign on a social network, rather than a community discussion where the brand is involved. There’s no reason to get emotional or religious about it, it’s just that this type of thinking is likely to result in getting a brand punk’d, or worse yet, no one coming resulting in complacency. I’m no ‘phrase police’ but when I hear it quietly am able to segment where folks are at, that’s all, now you try, what causes you to wince?
For what it’s worth, if you go back to my archives you’ll see I’ve used these same phrases a few years ago –guilty!
I’m in a fortunate position that I spend most of my days talking to vendors, buyers, investors, and of course, analysts in the social media industry.
But now, I’m starting to talk to more and more recruiters. Some of it’s due to my career series called “on the move” but mainly because that brands are starting to take this movement seriously.
In my recent Forrester report “How to Staff For Social Computing” I outlined two roles. The social media/computing strategist, and the online community manager, I recently met yet another recruiter (read my findings from the first one) who is focused on bringing forth social media strategists to large brands, and they both have the same problem. Coincidently, he read my reports (I realize they are being passed around, without paying)
Challenges that recruiters are having hiring social media strategists
First of all, finding folks is a challenge, to find an experienced social media strategist is limited to just a few folks. What’s the qualifier? They’ve actually deployed this in an existing company already. I’ve a list that I created a few days ago of Strategists, while it’s going to hit over 100 people this week, there’s very few folks on the strategist list. Talking about it on a blog is far different than having done it and brands want a track record of at least once success.
Secondly, going into a company and making severe cultural changes across multi-departments is a challenge. I know, as I’ve done it, being prepared to be an evangelist, and educator, a teacher, a cheerleader, and a leader is a challenge –esp when the culture may not want to move forward. It’s a challenging position that requires more jockeying than most in order to bring about enterprise change. In most cases, executive support (and funding) will be needed, including
arguing teaching old school marketers.
Lastly, consultants are having much more lucrative offers by going off on their own, starting their own shop, or joining a smaller crew. Some can make more money by being independent, and not having to deal with too much internal politics.
Some say we’re in year 3 (depending on how you count) for big companies to start to consider these technologies, as such, finding folks that are qualified, and then being able to attract them to go through the challenges they just finished are well, tough.
For more resources, check out my “on the move” posts (celebrating new hires in the space) and my “careers” section where I share what I’ve learned (I’ve made a lot of mistakes along the way) or you can find social media jobs right on my job board. Also see this list of Social Media Strategists, Community Managers, and Product Managers.
I share a lot here on this blog, but desire for you to talk back, please leave a comment on what you’ve experienced when it comes to hiring experience social media strategists.
Lastly, he asked me not to blog about the specific job or brand, although it’s Fortune 1000, why? he’s not confident he’ll get the qualified people, so I’m honoring his request.
I’m here in NYC, one of the financial nerve centers in the world, attending Forrester’s Finance Forum. With loyalty to brands decreasing over time, companies need to figure out how to reach customers where they are, where many, are discussing their financial past, present and future online.
During today’s panel and speaker discussions, I heard a lot of trepidation, fear, and uncertainty from many of the brands. Most are answering the first two of the five questions (“what” and “why”) I use to gauge company sophistication. Some mentioned they want to toe-dip and get out if it didn’t work well, others mentioned they were monitoring, and some feel threatened by the peer to peer models that cut out the middle man.
The finance industry has a unique challenge, hindered by government regulations and often a conservative culture, they have a real challenge embracing the online conversation that’s already happening between customers.
Criteria: Although there are many finance startups and consumer review sites, this list is really about the financial institutions, large brands, and banks that are adopting social media to reach customers.
Ongoing list of Social Media in the Financial Industry
The first and greatest case study to date is of what Wells Fargo has done with their multiple blogs, starting with the Guided by History blog, Later, they launched the Student LoanDown blog, and a virtual world called Stagesoach Island Community that lets members learn and experience financial management.
This company has done quite a bit with blogs, virtual worlds, Facebook campaigns, and social media programs and campaigns. During tax time, there was a significant upswing of activity from Facebook applications, and they engaged in online dialog in Twitter by first monitoring keywords and directly responding to members.
Online communities are nothing new to Intuit, this customer-focused brand let’s customers self-support each other, as well as communicate to them using blogs. Quickbooks (financial software) has extensive growth for SMBs who want to connect to each other.
This credit card company used Facebook to find out about what customers desired, laying the foundation for delivering a customer-focused product
Ernst & Young
This large accounting services and consulting firm is anxious to reach new hires fresh out of college, by creating a sponsored Facebook group, they have online dialogs with graduating students starting the interview process online. Smart way for each party to learn for each other.
Royal Bank of Canada
Launched this ongoing blog called the Innovator Blog, which goes back to October 2006. Link via Trevor Cook. Also, they’ve a Facebook page, (link from iljazz)
Trevor Cook has more details, listing that ING has an Asia / Pacific blog, My Cup of Cha, a microfinance blog, and a Chinese blog. They’ve also created a microsite called I need to go, that has a spreadable widget.
Using map mashups and podcasts, Fidelity is reaching to it’s customers using new channels. (from Benjamin Ensor, Forrester)
Springboardforum – From Genworth – you need to get an account to see it (free) “Genworth has partnered with Dow Jones, Time Inc., Bloomberg and Source Media to provide you with tools & resources that may support your business”(tip from Jay Bryant)
This online community from HSBC Business Network is for SMB and entrepreneurs (tip from Jay Bryant)
Online community for Alberta’s Generation Y provides a lifestyle platform for youth to self express and support called Young & Free.
This lifestyle portal provides helpful content for Discover customers, called Discover Edge, it delivers expert best practices for money management. It’s difficult to see if this has social features.
This website called OpenForum provides a dialog for customers, Chris Brogan has the details.
This social network for small businesses, called Slingshot, allows people to connect to each other, promote their services, in this ‘yellow pages’ type of marketplace.
Canada’s Largest Credit Union, Vancity, launches blog
This blog, called Change Everything, is intended to spread feel good messages and videos to attract Vancity’s community, and interesting project.
MyVault by Scotia Bank
This ‘dashboard’ style interactive application allows members to manage their money, gather feeds, and communicate with community members via forums, called MyVault.
IT Counts by the Institute of Chartered Accountants
This community site ION, yields blogs by thought leaders on the topic of technology, sponsored by Microsoft.
Young & Free Alberta (Groundswell Award Winner, 2008)
The program launched in October 2007 with a two-month search and competition to find a dedicated Young & Free Alberta Spokesperson. The winner, Larissa Walkiw, became a paid employee of the credit union, working full time with the job description: talk, type and tell good stories. For her nine-month term, Larissa was essentially a full time blogger for the credit union. Learn about the award.
Charles Schwab (Groundswell Award Winner, 2007)
“In January 2007, Charles Schwab worked with Communispace to launch their “Money and More” private online community made up of 350 25-to-40 year old Generation X non-Schwab clients. Based on insights from the community, Schwab lowered account minimums to $1,000, introduced Schwab’s high-yield Investor checking account with a high yield, and developing an online landing page specifically for the Gen X target. Schwab has added 32% more Gen Xers YTD when compared to similar timeframes last year.” –see the award page
Who else? Leave a comment, of if you’re shy, send me an email. I’ll keep this updated until I can’t scale further
Social media for the insurance agency
Social media for the automotive industry
List of social media strategists and community managers at enterprise corporations
Been a busy week, I was in L.A. (twice) helped many clients, and now am off to NYC today on Sunday in preparation for tomorrow’s Forrester Finance Forum. Aside from the hectic schedule, there are two major changes in my life: 1) My kid sister enters the workpace, 2) My parents contemplate retirement. Me? I’m in the middle, “Jeremiah-in-the-middle” as a young Gen Xer, experiencing it all unfold.
Gen Y Enter Stage Left
Last weekend, my kid sister (yes, the one who said she only uses email to communicate with old people like me) has graduated from college. 10 years my junior, she starts her first full time job in San Francisco. Already armed with a network connected to her on Facebook, Instant Messaging tools (and probably MySpace too), she enters the workforce connected to her new employers: customers, partners, and even competitors.
What they are on their profiles echos to their networks, and if they indicate they are employed (many do) then they are now representatives of the brand.
Companies have three choices when it comes to understanding this opportunity: 1) Do nothing. Most companies are unaware of these changes, or even if they are, they are unsure of the possibilities. 2) Shut it down. Some companies have locked Facebook, YouTube and other ‘time-wasters’ away from employees, but now with today’s pervasive mobile devices (iPHone, Blackberry, Nokia, Sidekick), there is no blocking it. 3) Make use of the opportunity. Employees, whether they realize it or not are the front line of the company, they can be support, they can be sales, or they can just be brand ambassadors. Check out this interview with me about the future of the outsourced Intranet from ZDnet, and how Serena Software encourages it’s employees to have a Facebook Friday.
These questions remain:
Do the once finite lines of the corporate firewall between work and personal start to fade?
Who is really an official spokesperson? Is there an unofficial spokesperson?
As Generation Y moves into the workforce, how will their communication habits change? How about ours? (I work with several talented ones)
Will Generation Y, who is accustomed to Facebook Applications, Google Docs, Rich internet application interfaces, and advanced web technology (all public) be shocked to find out how bad your enterprise software is?
How will companies adapt and changes their corporate policies to meet this change?
Baby Boomers Exit Stage Right
Although still a few years away, my parents are considering retirement. They’ve accomplished a lot in their careers, both have been towards to the top of the food chains in their respective careers in Education and Medicine. These baby boomers (the largest generation America has ever seen) leave their companies and organizations, and often with the know-how, knowledge, and networks that we’ve relied on. In fact, many senior leadership at corporations are members of the large boomer generation.
For example, at a previous company where I managed the intranet, I received stats from HR, in order to complete my user experience research. I found that 40% of the company (more than a third) of the employees were going to retire in the next 5-10 years, many in leadership positions. That was 3 years ago.
These questions remain:
Are companies prepared for this mass exodus of experienced leaders?
How will they harvest the knowledge from these professionals? Once they leave, they are under no obligation to return it.
How will some companies have ‘soft-retirements’ allowing them to work part time or have access to their networks.
Will they leave a gaping hole in upper and mid management giving a gravity well to Gen X to quickly climb to leadership –some with questionable experience?
Solutions? Dennis McDonald left a link to an interesting social network created by Dow that ties retirees to the company.
Comparing both generations, I often have heard from my parents generation about climbing the corporate ladder, getting a pension, and being lifers at companies. When I talk to the younger generation, they are at the stage of wanting to climb vertically, and they know the fastest way up is out –in just a few years. Without a doubt, we’ve changes ahead, it’ll be interesting to see how companies cultures and workstyle change.
If you’re interested in jobs for this space, please read the “on the move” posts.
Understanding how companies staff, organize, and prepare for social media/computing is one of my top interests personally and professionally. Having been a former Online Community Manager at Hitachi Data Systems, I want to make sure companies do it right. I’m often asked which companies have one of the two emerging roles, (companies love to benchmark against their peers) so I’ve decided to start a list, not only to back my research, but also for those wanting to show to their companies “hey this is starting to happen for real”.
The first role is the Social Computing Strategist, the second is the Community Manager, although the titles vary, and sometimes it’s a part-time function, there’s clearly a trend as corporations staff.
It’s important to note, that in the end, these skills (the ability to communicate online) will disperse and grow to many employees. Generation Y comes to us with these abilities built it as a “digital natives”– yet the need to organize will still occur, it’s a knee jerk reaction to every corporation.
This list, which I realize is going to be a lot of work, will be an ongoing index of these professionals, I will only do this for a limited time (probably till end of 2008, or until I can’t scale).
Unlike a wiki, I will be vetting this list to ensure quality. Kindly leave a comment but first read the requirements:
1) This is your full time (and current) job even if you have a variation on the title –you are not a consultant. Sure, you do more than social media alone, but the organization realizes you’re on point as the expert.
2) You’re at a large corporation, in fact, a Fortune 5000 company, or you’ve over 1,000 employees. I can easily list out thousands of community managers at startups, but I’m trying to demonstrate how large corporations are moving forward.
3) Provide reference: You must provide your title, and a link to your blog/profile/linkedin that indicates your role and title, perhaps a post that announced your title or intentions.
4) Indicate which role you are, a Strategist (inward focused) Community Manager (externally focused), or Research of Product focused (developing a social media product/service for sale)
5) This is primarily for external efforts with customers and prospects –not internal
6) If you do not meet the requirements to meet this list, you can create your own, and I’ll prominently link to it. Update: April 2009, Ted has created a list for community managers that focus on internal communities.
I’ve you’re a social media professional (at a smaller company, agency, startup) I’ve a list for everyone on my “on the move” posts.
Ongoing List of Social Computing Strategists at Enterprise Corporations
The Social Media Strategist, whose job is to lead the internal charge, develops the program, gains resources, convinces management, and measures success.
Key differentiator for this group? They are primarily internally focused program managers.
Ken Kaplan, Broadcast and New Media Manager, Global Communications Group at Intel Corporation
Bob Pearson, Vice President, Communities & Conversations at Dell
Chris James’s Experience, Social Media & Community Strategist, Advanced Micro Devices
Gunjan Rawal, Worldwide marketing manager at Intel Software Network
Adam Christensen, Social Media Manager, IBM Corporation
Bryan Rhoads, Sr. Digital Strategist at Intel Corporation
Brian Ellefritz, Sr. Mgr, Social Media Marketing at Cisco Systems
Todd Watson, Social Media and Search Marketing Manager, IBM Software Group
Rawn Shaw, CoE Lead – Social Software Programs & Enablement at IBM
Vanina Delobelle, Global Product Director, Monster
Jeanette Gibson, Director of New Media, Cisco Systems
Karen Snyder, New Media Program Manager, Verisign
Marc Sirkin, Sr. Marketing Manager – The Microsoft CIO Network at Microsoft
LaSandra Brill, Manager, Web & Social Media Marketing at Cisco Systems
Tac Anderson, Social Media – CRM – Search, HP
Adam Gartenberg, Team Lead, Social Marketing Initiatives at IBM
Christopher Haro’s Experience, Social Media Manager, Premiere Global Services
Justin Kestelyn, OTN Editor-in-Chief, Oracle
Richard Binhammer, Senior Manager, Dell
Deanna Bell, New Media Program Manager, Cisco
Dave Mastronardi, Program Manager / Implementation Architect at Raytheon
Jamie Pappas, Social Media Strategist, Evangelist, and Enterprise Community Manager, EMC
Michael Brito, Global Social Media Manager, Intel
Annie Rodkins, Social Media Manager, Intel
Lorna Li, Web Marketing Manager , Social Networking & Social Media, SalesForce
Kelly Colgan, Media Relations Specialist, Schneider Electric
Dan Schawbel, Social Media Specialist, EMC
Bob Duffy, Senior Social Media Strategist, Intel
Mark Yolton, Senior Vice President, SAP Community Network, SAP
Steve Mann, GVP, Social Media & Customer Experience Strategy, SAP
Bob Duffy, Senior Social Media Strategist, Intel
Fred “Fritz” Alberti, Senior Manager of Social Media, Salem Communications
Tilly McLain, Community Manager, MyBlogLog, Yahoo
Diane Davidson, Sr. Manager of Customer Success and Community Program, Cisco, the WebEx Technology group
Rick Reich, Sr. Mgr, Social Media & Technologies, Citrix Systems
Rachel Makool, Sr. Director, Community Development, eBay
Mark Squires, Head of Social Media Communications, Nokia
Marcie Cohen, Sr. PR Manager, Sony Electronics
Cassandra Jeyaram, Social Marketing Manager for InterContinental Hotels Group
Chris Barger, Director, Global Communications Technology, General Motors
Scott Monty, Digital & Multimedia Communications Manager, Ford Motor Company
Christopher Barger, GM Director of Global Communications Technology, General Motors
Sylvia Marino, Executive Director Community & Social Media Operations, Edmunds.com Inc.
Paula Berg, Public relations specialist, Nuts about Southwest Blog, Southwest Airlines
Brian Lusk, Manager Customer Communication, Nuts about Southwest Blog, Southwest Airlines
Morgan Johnston, Manager Corporate Communication, JetBlue Airways
Alma Dayawon, Electronic Communications Manager, The Boeing Company
Ariel Waldman, NASA CoLab program coordinator
Finance and Insurance
Ed Terpening, VP of Social Media Marketing at Wells Fargo
Matthew Anchin, Vice President, Online Communications, American Express
Christine Morrison, Social Media Marketing Manager at Intuit’s Consumer Group
Scott Wilder, GM – Online Communities at Small Business Division, Intuit
Paula Drum, Vice President, Marketing, H&R Block
Alan Edgett, Sr. Director of Advanced Marketing Systems, Experian Interactive
Justin Gibbs, Online Marketing Strategist, Manager, Experian Consumer Direct
Annalie Killian, Director of Collaboration, Intranet, Communication and Innovation at AMP
Shawn Morton, Senior Consultant for Social Media at Nationwide Insurance
Matt Anchin, Vice President, Online Communications, American Express
Matthew Lehman ,Web Experience Director, Progressive Insurance
Jim Deitzel, Sr. eMarketing Manager at Newell Rubbermaid
Lindsay Lebresco, Public Relations & Social Media Manager at Graco Children’s Products/Newell Rubbermaid
Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid
Todd Feldman, Sr Manager, Emerging Marketing Channels, Circuit City Stores, Inc.
Stephanie Pike, Manager, Content and Community, Circuit City Stores, Inc.
Gary Koelling, Sr Mgr Social Technology, Best Buy
Steve Bendt Sr. Manager of Social Technology, Best Buy
Denise Garciano, Online Content & Community Specialist, PacSun
John Andrews Emerging Media Sr. Manager at Wal-Mart Stores, Inc
Yemil Martinez, Director, New Media Marketing and Web Strategy, Institute for International Research (IIR) a subdivision of Informa
Michele Frost, Director, Web Marketing at Forrester Research
Marcus Frank, UX Strategist & Creative Director, National Cancer Institute
Burt Lum, Business Relationship Manager, HMSA
Shwen Gwee, Lead Business Analyst, Health Informatics and New Media at Vertex Pharmaceuticals
Media Gaming and Entertainment
Jessica Baker, Marketing Manager, Interactive Media, American Greetings Interactive
Michael Hall, Community Product manager, ABC.com
Charles Miller, Director, Inbound E-mail Operations and Blog Outreach, DIRECTV, Inc.
Eby Ghafarian, Manager, Product Engagement & Community Development at Hachette Filipacchi Media (Elle.com, caranddriver.com, roadandtrack.com)
Jean Fahmy Director, Director, Digital strategies, Transcontintental Media
Jason Richman, Director, Digital Product Strategy, NBC Universal
Daniel Thornton, Community Marketing Manager at Bauer Consumer Media
Charles E. Miller, Director, Inbound E-mail Operations and Blog Outreach, DIRECTV, Inc.
Shiv Singh, Vice President, Social Media & Global Strategic Initiatives, Avenue A Razorfish
Brad Mays, Senior Vice President (Social Media), Fleishman-Hillard
Jon Burg, Emerging Channels Specialist with Digitas
James Davidson, Web Strategist, Creative Services & Branding, Manpower
Ongoing List of Community Managers at Enterprise Corporations
The Community Manager, who’s job is to primarily be a community advocate is a social media user, and is externally focused, they are primarily the face to the online community. As companies scale, I expect to see these types or roles appear often for each product group at larger companies, they often report directly to the strategist or at least have a dotted line.
Key differentiator for this group? They are primarily an externally (customer/community) facing role.
Lionel Menchaca, Community Manager, Dell
Anton Chiang, Web Communities Manager, Juniper Networks
Lacy Kemp, Social Media Communications Specialist at RealNetworks
Stephen Spector, Sr. Program Manager, Xen.org Community, Citrix
Michael Sandoval, Global Communities Manager, Texas Instruments
Vishal Ganeriwala, Sr. Manager of Citrix Developer Network, Citrix
Amie Paxton, Channel Community Manager, Dell
Angela LoSasso, Community & blogs strategist, HP
Tom Diederich, Social Media/Web Community Manager, Cadence Systems
Bill Pearson Bill, Manager, Intel Software Network, Intel
Josh Hilliker, Community Manager of the vPro Expert Center, Intel
Robyn Tippins, Community Manager, Yahoo! Developer Network at Yahoo!
John Summers, Community Manager at NetApp
Mario Sundar, Community Evangelist at LinkedIn
Tom Ablewhite, Community Manager, Thomson Reuters
Craig Cmehil, Community Manager for the SAP Developer Network
Lou Ordorica, Social Media Producer at Sun Microsystems
John Earnhardt, Senior manager, media relations and blogger in chief, Cisco Systems
Deirdre Walsh, Community Manager at National Instruments
Rachel Luxemburg, Community Manager at Adobe
Aaron Tersteeg, Software Developer Community, Intel
Josh Bancroft, Software Developer Community, Intel
Jeff Moriarty, Software Developer Community, Intel
Cathy Ma, Yahoo Community Manager, Yahoo Europe
Shashi Bellamkonda, Social Media Swami , Network Solutions
Ian Kennedy, Product Guy, MyBlogLog, Community Manager, Yahoo
David Kim, Manager, Online Marketing and Communities at Symantec
Marilyn Pratt, Community Evangelist, SAP Labs
Scott Jones, Community Manager and Content Strategist, SDN at SAP Labs
Badsah Mukherji, Sr. Community Manager at VMware
Jon Mountjoy, Community Manager & Editor-In-Chief at Salesforce
Senior Director, OTN & Developer Programs Oracle
Jake Kuramoto, Oracle Apps Labs, Oracle USA
Kelly Feller, Web Marketing Manager leading the IT Community site Open Port, Intel
Erica Kuhl, Sr. Producer & Community Manager, Salesforce.com Community
Aaron Tersteeg, Community Manager (Multi-core Development) Intel Software Network, Intel
Jeff Moriarty, Community Manager (mobility) for the Intel Software Network, Intel
Alison Bolen Editor, Sascom voices blog, SAS
Melissa Daniels, Community Manager for All-Star group for Yahoo! Messenger, Yahoo!
Amy Barton, Strategic Programs Manager, Intel Software Network, Intel
Holly Valdez, Community Manager, Cisco, the WebEx Technology group
Ray Haddow, Blogger Outreach, Nokia
Charlie Schick, Lead on Nokia corporate blog, Nokia
Media, Gaming, Entertainment
Kellie Parker, Online Community Manager at Sega
Kristopher Shaw, Community Manager at MTV Networks UK
EM Stock, Senior Community Manager at Sony Online Entertainment
Katie Hamlin, Community Manager, Fodors.com, Random House
Justin Korthof, Community Manager at Microsoft
David Cushman, Digital Development Director, Bauer Consumer Media UK
Laurent Courtines, Community Manager at Games.com AOL
John Cass, Online Community Manager, Forrester Research
Scott Moore, Senior Online Community Manager at Schwab Learning
Jose Antonio Gallego, Community Manager at BBVA (Spain)
Amy Worley, Director, Marketing Manager, HR Block
Fran Sansalone, Community Manager for the Open Calais Web Service, Thomson Reuters
Karen Spiegler, Community Manager, Edmunds.com, Inc.
Alicia Dorset, Blog editor, General Motors
Slaton Carter, Online Community Development Manager, Whole Foods Market
Winnie Hsia, Online Community Moderator, Whole Foods Market
Jennifer Cisney, Chief Blogger, Kodak
Christopher Paton, Social Media Team Lead, Monsanto
Ongoing List of Social Media Researchers and Social Media Product Managers
It’s become evident there are other roles within large enterprises that focus on Social Computing, in fact, these folks are researchers, analyzing online behavior or creating specs for future products. Expect large enterprise software companies to offer these features in their product suites in the coming future.
Key differentiator for this group? They are researching or building social media products that will be brought to market.
Jonathan Grudin, Principal Researcher, focused on the adoption of emerging (social computing) at Microsoft
Marc Davis, Social Media Guru, Yahoo! Corporation
Kingsley Joseph, Sr. Manager, Successforce.com & IdeaExchange, SalesForce
Jamie Greenly, Product Line Director Salesforce Ideas at Salesforce.com
Lawrence Liu, Senior Technical Product Manager for Social Computing, Microsoft SharePoint
Frank Gruber, Principal Product Manager for AOL in the social networking & platforms group, AOL
Alan Lepofsky, Senior Strategist at Socialtext
Filiberto Selvas, Social Media Strategy Director at Avenue A Razorfish
Marty Collins, Sr Product Marketing Manager, Social Media Strategist Windows/Windows Live, Microsoft
Matthias Zeller, Group Product Manager, Project Genesis, Adobe Systems
Moz Hussain, Director of Product Management, Unified Communications Group, Microsoft Corporation
Suzanne Minassian, Product Manager for IBM Lotus Connections, IBM
Steven Tedjamulia, Sr. Business Product Manager at Vignette Corporation
Dan Truax, General Manager for the Microsoft Server and Tools Online (STO) group, Microsoft
Dick Costolo, Social Media, Google
I’ve kick started this list with a few that I know, please be detailed in the comments, as I’ll be reviewing to ensure accuracy. If you’re seeking a job, or wanting to hire folks, start with my “on the move” series of posts. Also see the New PR Wiki list of CEO blog. Shel Israel’s Global Survey of interviews on text and video have stories of many of these folks. Mario Sundar has a list of community mangers of all industries and sizes. Connie Benson left this list of community managers on twitter.
What and How to Submit
First, read the requirements stated above. Then submit Name, Title, Company, Which category (see descriptions), URL to bio that describes body of work. I prefer a link to your LinkedIn account that shows your role, as well as description of social media program or project.
If you’re shy, send me an email at firstname.lastname@example.org, subject line should be “social media role” (I get hundreds of emails every day)
Update June 24: Bear with me, this is a major undertaking and I’m reviewing each entry. I also found quite a few comments being withheld by wordpress, I approved the ones I could find (using keywords to filter 25,000 spam comments). Please, carefully read the requirements before submitting, some I cannot add due to volume. If you wanted to create a list for SMB or internal folks, I’m happy to link to it.
Also, someone I respect suggested that this list is ‘outing’ those that may not want to be bombarded by vendors, most of these are submissions, and all records are public and found on LinkedIn. The kickoff list was a handful of people that were cited in public reports, who blog, or were in books. If you don’t want you name on here, simple email me and I’ll have it removed.
July 30th: Over a month since I started this list, it continues to grow and grow. I think we’ve gotten past the major influx, and now just a trickle of users are being added.
Today, I spoke at a cross-departmental audience at Sun Microsystems (I only reveal where I’m speaking if they do it first) in Silicon Valley, I was introduced, and the hostess commented about you. Yes you! She said I had a very educated audience. I’d go on to say more (but don’t get a big head) that I learn every single day from the comments. They are thoughtful, passionate, savvy, and bring interesting perspectives (even when you don’t agree).
If you want to learn about who reads this blog, I did a survey, all the results are public with additional analysis.
I learn every day from the dialog we have (that’s right you don’t have to pay to talk to this analyst, we do it everyday) and it keeps on expanding all of our horizons. So if you’re not reading the comments, you’re really missing out, as we often build on top of my posts, or I’m corrected, and occasionally slapped.
Thanks again for reading and leaving very thoughtful comments, let’s keep on growing.
I’ve started a new series, called Social Media Frequently Asked Questions. It’s a collection of the top asked questions I hear over and over. I’m putting them here on my blog is a great place to help everyone quickly get educated, convince their boss, or be able to help their clients get over these hurdles, so please, pass them around.
If you’re seeking advanced topics, cruise through the web strategy posts (it goes back pages and pages)
I’ve been speaking to a couple of companies each week from a variety of industries, and each at different levels of expertise (see the five questions I use to gauge their level of sophistication).
Now, in 2008, I’m often on the phone with the VP of Marketing, or speaking to a large group of corporate marketers, previous yesars, it was a small brownbag of those that were trying to evangelize –enterprises are waking up and seeing the impact.
I’ve noticed a trend of questions lately, where during the Q&A session someone will ask “Who owns the social media program?”. I get variations on the theme that include “Who should updated Wikipedia?” or “Who should respond to bloggers” or “Who should respond to twitter?”.
I’ve deduced there are two reasons why people ask this question:
The first reason is that companies are very unsure of who ‘owns’ this type of communication, one very foreign to the model of corporate communications who creates press releases and anoints official company spokespersons.
The second reason people ask this question is that they’re undergoing internal turmoil, and they are trying to get me to say something that will prove a point to someone else in the room. I can always tell, as I see the audience eyeballs shift from the person who asked to the person it was ‘intended’ to aim at. (Speaker tip: I watch the audience as much as they watch me during presentations –esp blackberry usage, and what’s said on Twitter)
..both are valid and real.
All of this gets trickier and trickier as when we realize that social media impacts nearly every department in the company, at first PR, then Marketing, Product Teams, Research & Development, Support, Engineering, HR, Legal, Sales, and of course the executive team, in fact, I’ve outlined how social computing impacts the whole product life cycle, only for advanced readers.
Social Media FAQ #6: Who Owns the Social Media Program
The answer to this question is “It depends”, and here’s how I answer it:
First, I discuss that the once solid lines of communication of corporate communications are now blurred at the edges of the company, where employees who blog, or Gen Y students who indicate they work for a company in their Facebook profile, or the product manager who guises as an expert in a third party product site participates –now everyone, in one shape or another can represent the brand online.
Secondly, I first share the three models of internal organization, the tower, tire, and the hub & spoke. After reading sharing this, I ask the audience which camp they currently are in, and where do they want to be.
Thirdly, I talk about the need for the roles of the community manager and the social media strategist, in fact there’s a report on it on the Forrester site. Roles are needed for success, in fact I was the former community manager at HDS –I’ve lived through this. (I’ve also developing the ability to quickly identify who these folks are in the room: by the questions they ask, head nodding during certain points, and when their eyes light up when I talk about connecting with customers)
Lastly, I discuss the air traffic tower, an internal tool and process where a cross-functional team assembles and communicates (the hub and spokes as I mentioned above)
I purposely did not directly answer ‘who’ owns the program (but something I would do for clients), instead, I’ve layed out all of the options, some goals, some roles that are appearing, that will help define where you should go. The thing is, each company will be different, although I clearly see some trends occurring.
Whew that was a lot, but each of those represent different takes of what’s happening in the external market and how they impact internal teams like Corporate Communications, Legal, HR, Sales, Product Teams, Support, and most of all… customers.
When many things are equal: your features, your customers, your products, your product roadmap, it’s often hard to differentiate.
Often, I’m getting pitched during briefings by White Label Social Network vendors they’ll often advance to a quadrant slide (almost always in the first quarter of the deck) and their almost always on the right hand top quadrant, using parameters they’ve selected. I’ll frequently ask them to tell me ‘how they are different’, only then, does the conversation get interesting. Of course, I already see stratification in this industry, with differentiation on product offerings.
This is not an endorsement for Jive Software, I’m simply commenting on the marketing efforts that they deploy to stand out from the very crowded marketplace (80-100 competitors, with more on the way). It’s also only a reflection of my perspective, I’ve not done a formal survey to brands to ask them what they think.
With that said, if you take a look at how Jive has been marketing themselves, they clearly stand out. Their VP of Marketing blogs, he ‘s part of the conversation in Twitter, and he tells stories that are intended to relate (whether they do or not is unknown) to corporate clients using imagery, storytelling, and icons.
But does it work? Maybe it gets attention, maybe it starts a conversation with those that are pained, but it doesn’t necessarily impact the product, service, and delivery of products. One thing is for sure, it’s significant enough to get me to tell you all about it.
When your market is one sea of gray, and underneath the corporate color scheme you’re all very similar, what are you going to do to standout? This applies to not just your company, but you as a future colleague or employee.