I’m very thankful that Forbes has extended me an offer to be a regular contributor discussing emerging technologies for the evolving customer strategy.
CMOs are hungry for information. The information landscape is in flux, consumers are more empowered as they assert control using social technologies. Additionally, things are moving faster, as mobile devices and microblogging makes real-time responses from companies not fast enough. As a result, they are thirsty for what’s next, and how they can get ahead of the curve –with minimal risk.
This regular monthly (or more) column on the Forbes CMO network (@ForbesCMO) isn’t reporting, but instead will marry industry level insight and provide pragmatic advice. After I post industry insights at Forbes, I’ll also cross-post or point to it from the Web Strategy blog so you don’t miss out on anything.
View my contributions on the Forbes Network
Having met many of the CMO and marketing leaders at a recent Forbes event, they are certainly more sophisticated in their understanding (my first piece at Forbes) of new technologies and are ready to understand, trial, and adopt new methods. While we know that ‘social marketing’ is the hot topic for senior marketers especially during a recession, I’ll be pushing the thinking as I explore location based social networks and mobile technologies –all in support of improving the customer relationship. I’m thankful for the opportunity to advance the industry, and hope to be a guide to marketing leaders who want to benefit from new technologies.
Now, to hear your opinions. As we continue to connect with marketing leaders and CMOs around the globe, I need your help what do you think they should know about emerging technologies. If you could speak to CMOs, what would you tell them? I’d love to hear your thoughts.
Things appear to be picking up in the economy, and I’d like to continue to recognize those moving in the social media space. I’ve started this post series (see archives) to both track and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:
- Mike Pascucci leaves AAA Mid-Atlantic, and accepts the job of Social Media Strategist with Ektron, a Content Management System (CMS) company based out of Nashua, NH. Find him on Twitter at @mikepascucci.
- Kingsely Joseph leaves Salesforce and joins Digital Chocolate an digital gaming company in San Mateo as Sr. Product Manager, Social Games at Digital Chocolate. I’m sure I’ll be hearing a lot about his new ventures, as we share the same building (keep it down up there alright? kiddin), find him on Twitter at Kingsley2
- Former Facebook platform marketing manager Josh Elman joins Twitter as the Product Manager. I’ve interacted with Josh frequently during his role at Facebook, and found him insightful, helpful, and now a friend. Best wishes to Josh on his new adventure at yet-the-next-big thing. Find him on Twitter at @joshelman
- Warren Sukernek leaves Radian 6 and was hired at Lift 9 as the Partner & VP of Strategies. Warren will be responsible for leading teams in providing actionable insights from the company’s socail media research and analytics solutions, find him at @warrenss
- Gwen Peake joins Ford Motor Company as the Digital Communications Manager Reporting to Scott Monty, and will coordinate digital communications & social media efforts for Ford. Find Gwen on twitter at @gwenj.
- Mike Osswald is promted at Hanson, Inc., a digital agency as VP, Experience Innovation Where he will focus on identifying future-forward, significant trends and technologies. His focus on, social technologies will allow co-workers and channel partners to engage in all facets of product and service design.
- Additionally, Lisa Wilberding also joins Hanson, Inc as the Midwest Social Engagement & Messaging Strategist where she will define, plan and execute long-term Social Engagement solutions for clients, as well as create messaging for web sites and interactive communications.
- Dan Kidd is hired at community platform vendor Neighborhood America as a Senior Director, CPG, Custom Research where he’ll be focused on Social Media Campaign Analytics.
- Last but not least, congrats to Augie Ray, who was hired at Forrester Research as an industry analyst covering Social Computing For Interactive Marketers. We wish him the best in this fantastic new role –congrats to the team! Find him at @augieray
How to connect with others (or get a job):
Several people have been hired because of this blog post series, here’s how you can too:
Submit an announcement
If you know folks that are moving up in the social media industry, fill out this form.
Seeking Social Media Professionals?
If you’re seeking to connect with community advocates and community managers there are few resources
This list, which started with just 8 names continues to grow as folks submit to it. List of Social Computing Strategists and Community Managers for Enterprise Corporations 2008 –Social Media Professionals.
Job Resources in the Social Media and Web Industry
Web Strategy Jobs powered by Job o Matic (Post a job there and be seen by these blog readers, these affiliate fees pay for my hosting)
Read Write Web keeps announcements flowing at Jobwire, although is broader than just social media jobs
Facebook group for community manager group in Facebook
Jake McKee’s community portal for jobs
Chris Heuer’s Social Media Jobs
SimplyHired aggregates job listings, as does Indeed
ForumOne Jobs for Social Media and Community
Teresa has a few jobs, some around community
New Media hire has an extensive job database
Social Media Headhunter
Social media jobs
Jobs in social media
Altimeter Group’s list of social media consultants and agencies
Hiring? Leave a comment
If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, please)
Bold Strategy Bolsters Users, Developers, and Brands
In a recent meeting at Facebook HQ, I was pleasantly surprised to find that Facebook is opening its doors to share roadmaps, data, and it’s experience. This strategy shifts attention towards Facebook.com as a sole destination, and towards a distributed network to the open web. Looking deeper, these impacts should shape your corporate web strategy as you re-allocate resources for application development, prepare for Social CRM, and prepare your corporate webpages to become “Facebook Fan Page” enabled.
To Combat Google’s Stealth Social Network, Facebook Goes Open
Facebook’s recent moves to In an open discussion, they revealed that they’re attempting to take great strides in the spirit of openness –yet beyond the ‘feel good’ move, this prepares Facebook for a more distributed approach, that will help them further colonize the open web. With the growth of the Facebook population blooming to 300 million, they’ve already demonstrated critical mass. Yet Facebook’s biggest threat isn’t other social networks like MySpace, or Bebo, their biggest threat is Google’s stealth social network, which seeks to envelope Facebook like an octopus. In order to countermove Google’s zen-like play, they’re taking a similar open approach, here’s what you should know:
How Facebook’s Open Strategy Shifts The Roadmap for Corporate Marketing
Although they announced several improvements (like a cleaner UI), let’s focus on three strategic initiatives and what they mean to brands:
Revealing Roadmap Strengthens All Relationships
From allowing non-students to join the community, launching the newsfeed to the ill-fated Beacon, Facebook’s spirit of innovation has often gotten ahead of its users. In a response to help both users and developers better understand Facebook’s future vision, they have now shared their 6 month roadmap in public for all to see. This helps developers properly allocate resources and prepare product timelines, as well as give users and brands forewarning for upcoming changes. This move not only helps with planning, but signals a relationship of trust, and indicates this is more about ‘us’ than just Facebook.
Sharing of Email Addresses Fuels Social CRM
Facebook plans to allow users to share their email address with developers and brands at the control of the consumer. Currently, corporate marketing and support systems are unable to easily identify which customers are talking about brands in the public web –there is no unique identifier. Because email is a unique, universal identifier, (a primary key) brands who are investing in social CRM can better identify users. The promise to identify prospects vs customers, provide faster and customized support customers, or even provide contextual information will be at hand.
Fan Pages Everywhere Connects Corporate Sites and Social Networks
Facebook will soon allow website owners to allow any of their webpages to now embed Facebook Fan features. This “Open Graph API” allows any product page could have Fan features that allow users to subscribe by becoming fans, and receive information on their Facebook newsfeeds that could be seen by their friends. This competitive move to Google’s SideWiki, extends the Facebook experience beyond the social network to corporate websites –making every webpage social.
Recommendations: Update your 2010 Planning:
Web strategists who have an active customer base in Facebook, should shift resources and planning for 2010 based on Facebook’s roadmap, in order to align with these significant changes, they should:
- Evolve Your Web Strategy Roadmap Brands and developers should analyze the changes coming to the Facebook platform, and start to allocate resources. Although the roadmap provides general dates (month or quarter) around feature releases, developers should engage in dialog within the developer community or with Facebook themselves. In particular, the sharing of email addresses is planned for Nov 2009, and owners of the your Social CRM program should start planning immediately. Secondly, with the Facebook Fan page features coming in early 2010, web strategists should identify appropriate products to test, begin iterative design, and ensure legacy CMS systems are able to include these client side scripts.
- Integrate Social Marketing with Existing Email Marketing If you’ve earned the trust of your customers, and they’ve shared their email address with your brand, you can now match their address with your existing customer databases and fuel your Social CRM initiatives. Secondly, if customers have opt-in you can now provide useful emails to your customers, or adding additional rows in your existing email marketing programs. Above all, be sure that you’re transparent with customers how you plan to use their email addressees, and always make it opt-in.
- Boost Your Social CRM Strategy With Customer Data. Social CRM is a company’s response to the fleeting customer who self-supports each other in public social networks. In order to provide your customer with a holistic experience, you’ll need to map customer profiles in existing CRM databases to those in the public web. Start a discussion immediately with your CRM team to prepare for this influx of data, while initially the data will be just emails, the information in their profile could help to build a richer customer model that aids marketing, development, and support.
- Prepare Steady Cadence of Community Focused Content. Now that every webpage can become a Facebook Fan page, your raving customers will want to get more information about your products –and tell their friends. You’ll need to create, and fulfill, an editorial agenda that fuels this ongoing dialog. Forget about advertising as we know it, instead create an editorial agenda encourages dialog such as contests, incentives that can be shared with their friends.