Chris Heuer joins Deloitte Consulting, helping to spear head the social media practice as Specialist Leader (aka Senior Manager) with a focus on Social Media, Enterprise 2.0, and Innovation. I’ve known Chris for many years, and he’s always been a community advocate, such as his founding and growing Social Media Club.
Quora just hires Facebook product expert Sandra Liu Huang to lead product development
Melissa Turlej joins Edelman as Senior Account Manager Senior Account Manager within Edelman Toronto’s digital practice.
Joy Taylor joins FreshNetworks as Group Account Director Manging, developing and growing existing accounts.
Matthew Marx joins Bazaarvoice, Inc. as Director of Product Management Responsible for building and enhancing the Bazaarvoice social merchandising product family
Shannon Johlic joins Today’s Bit as Director of Marketing, Strategy/User acquisition Responsible for the development of the company’s entire Marketing Strategy with a focus on user engagement through social media and user acquisition via paid and organic mediums.
Ryan Tuttle joins BrightWave Marketing as Vice President of Strategic Services Ryan will help lead BrightWave’s growth plans, working closely with clients to enhance their programs while also developing additional services and offerings.
David Dowd joins Buddy Media as General Manager, Lifestyle Sales David brings vast experience in content and business development and will oversee sales across its lifestyle business with verticals such as retail, fashion, healthcare, real estate and beauty services.
Russell Pearson joins Headshift | Dachis Group as Senior Consultant Consulting on all things social business and collaboratory
Shauna Causey joins Nordstrom as Head of Social Social strategy and execution internally and externally and oversee the social team
Chad Kaszer joins Sony Corporation of America as Director of Social Media Communications Responsible for social communication alignment across all Sony divisions in the US, as well as leading all social aspects of Sony’s United brand communication efforts.
Like all other Investing, Invest in Social Business based on Market Research. Just as you would invest in your personal finances based on your family size, age, and market conditions you should be spending in social business with the same industry knowledge. With limited budgets, the corporate Social Strategist (read report) faces a spending dilemma. In 2010, the average annual social business budget at enterprise-class corporations was a mere $833,000. Now, Altimeter Group is publishing spending and deal size averages based on social business maturity for corporations to finally benchmark and cross-check their own spending efforts.
[Confused on How to Spend Tight Budgets, Social Business Buyers must use this Investment Roadmap Based on how Novice, Intermediate, and Advanced Corporations Spend]
Follow These Three Steps:
Take the Quiz: Identify how mature your company is in social business (it’s in the full report, or see the single pager)
Adjust investments: Cross match how others are spending in your same maturity level, as well as the next phase in maturity for your program forecast.
Share report widely with vendors, agencies, and internal staff.
Buyers: Arm Yourself Before Purchasing Agency Services and Vendor Software
Use this data to both fuel your own internal budgets, but also bring this guide in all your agency and vendor introductory meetings, so they know you are in the know how spending is happening based on maturity. Send this report to your agency partners, software vendors, and consulting teams so they can understand the trends in spending and ensure that they will support your mission based on your existing maturity.
Open Research: Use It, Spread it Widely
The more you spread it, the easier it is for me to produce more reports. This research was 100% funded by Altimeter Group, and we are releasing it under Creative Commons so you can use it in your planning, presentations, and blog posts. You can download the report directly from Slideshare, and use the images provided below for your slides. I’ve embedded sharing buttons on the upper right side of this post, for your convenience. Lastly, I’d like to recognize Altimeter’s research team, Charlene Li, Christine Tran, and Andrew Jones for their assistance on this research report.
Key Graphics from the Report:
Quiz: How Mature is Your Corporation in Social Business?:
Who has more information about US’s Gen Y? Facebook or the United States Government?
Each time I ask this question on stage, most hands vote that Facebook has more information, although someone usually suggests the United States Governmant can obtain it if they need to.
In fact, the amount of consumer data emerging in the social web only continues to hockey stick (see this graphic from Twitter) The following is a summary of a research project we did to understand how to harness new data types in their online experiences.
The 7 Elements of Social Data
We segmented data that has been tried and true for years on the top tier: demographics and product. Then, we segmented data that digital marketers are striving to tackle now in the middle tier: Pschographic, behaviroial, and refferal data. At the bottom tier, we listed out experimental new types of data that most companies have not harnessed, the newcommers location based and intention data.
This data types enables an effecient way to create context about consumers, yet broad survey-based research may not yield specific nuances and needs about specific individual taste as today’s consumers are given more choices and have more discrete needs. Some marketers are able to glean demographic data from social accounts gender, age range, by profile data, profile pictures, or searching public records like Zabasearch and Spokeo.
A data type commonly used in ecommerce websites, this data type is used to match similar products with each other, in order to cross-sell and up-sell products. Often combined with demographic data, this data type, mixed with referral and behaviorial data yields greater accuracy. Visit any ecommerce website from Amazon, BestBuy and beyond to find examples of product matching.
As the social web exploded in the past few years, consumers are volunteraily self-expressing their woes, pains, and aspirations in websites. This provides those who want to reach them increased opportunities to market based on lifestyle, painpoints, beyond just product sets. This data type is useful in both message and conversation creation as well as identifying features and products to improve or fix. To learn more about lifestyle and pain point positioning see the 5 stages of positioning by Lifestyle, Pain, Brand, Product, or Features.
There’s at least two ways to find this data, it’s in both existing customer records like CRM or ecommerce systems or also in the “digital breadcrumbs” that users are leaving in social networks using a variety of web techniques from cookies, FB connect, and other social sign on technologies. The opportunity to suggest content, media, deals, and products to them that matches their previous behaviors will yield a greater conversion.
Customers are emitting their recommendations for products, but positively –and negatively. Both explicitly through ratings and reviews, as well as implcity though gestures like the ‘like’ button to their social network. Vendors like Bazaarvoice (disclosure: client) offer a suite of tools for customer feedback and intelligene, Zuberance fosters positive WOM through positive ratings, and ExpoTV is a catalyst for conversation using video reviews, and see the well known case study from Levi’s who implemented the Facebook Like button.
As location based technology and services emerge for consumers to emit signals where they are using mobile devices, this data helps to triangulate context around location and time for brands to reach them. From Foursquare checkins and the associated contextual ads that emerge to ‘players’ to Facebook places, consumers can now emit their location, in exchange for contextual information, see how Awareness Hub (client) is able to surface influencers by location in Foursquare Perspectives.
The most innacurate, this volatile data type holds great opportunity to predict what consumers will do in the future. Wish lists, social calanders like Facebook Events, Zvents, and aspirational websites like PlanCast, 43 Things allow consumers to broadcast their future plans
Savvy marketers will harness explicit content and serve up the right messages in advance – as well as poach from competitors. Learn more about intention data –which is faster than real time.
Conclusion: Use Data Elements in Combination to Yield a more Potent Elixir
In our initial findings we had many other types of data, but organized these in as discrete buckets as possible. While this seven segmentation types makes sense today, we expect many other types of data to emerge just as technology and consumers do. Be sure to use in combination for reaching maximum potency in your ‘data elixir’ –relying on only one is no longer sufficient.
The following data and insights is just a subset from Altimeter’s recent in-depth report on the primary business decision maker in large corporations, please read the “Career Path of the Corporate Social Strategist” (Open Research) first. You’ll find the report is filled with data around job titles, duration in role, department, responsibilities, challenges and aspirations. Next, you can see the actual list of these strategists segmented by industry, and then see how hiring has changed in the “On the Move” series. Many years ago, (now I sound old) I had this role at Hitachi, before Facebook and Twitter were viable options.
To better understand this role, let’s focus in on once piece of the data: their educational background. We analyzed 50 job desscriptions to find out what they wanted, and then also matched 50 job descriptions of actual corporate social strategists to find out what they had. For the most part it lined up pretty well with education requirements. Here’s the findings of their background and make-up:
Finding: All of the Corporate Social Strategists sampled had bachelors degrees –exceeding the requirements from the 50 posted job descriptions (Source: 50 job descriptions and 50 LinkedIn profiles, 2010)
Finding: Of the degrees achieved, most were focused on communications related degrees, quickly followed by marketing. (Source: 50 LinkedIn profiles, 2010)
Finding: These professionals are a jack of all trades, willing to take calculated risks, and works well with others in other departments (Source: 140 survey respondents, 2010)
A New Profession, Rooted in Communications, Prepares for a Risky, Cross-Functional Role
In the full report (here’s the link again), we know that most have been working for just over a decade, most are in marketing or corporate communications, the data on their background matches this nicely.
For today, Communications and Marketing are ideal education backgrounds for social business. his group was more educated than the job requirements were listed by the hiring companies. All of the those we surveyed had an undergrad, and a handful having advanced degrees (18% had Master degrees) and one respondent had a Ph.D. It makes sense that the first role to be severely impacted by social was corporate communications, as the influence flow from bloggers and customers caused a serious disruption from 2005-2008 with mainstream media picking up these stories and amplifying them. When we modeled the data, we included degrees in English, Journalism, Communications into that first line item.
Yet expect over time the degrees to shift out to a wider segment. While the corporate social strategist is often the leading the ‘hub’ within the company, I expect this to shift to a stand-alone social media group, and then strategists to appear at the ‘spokes’ starting with support, then product, and then into regional areas. When the role starts to permeate beyond marketing and communications, expect a new class of degree requirements to appear.
Not For The Timid: Be Prepared to be Flexible and Willing to Stick Your Head Out. No doubt, this individual is leading change management within the status quo culture within a corporation, we call these individuals ‘Open Leaders’ who are willing to give up control to gain more influence. These professionals must be proficient in a number of skills such as communication, education, persuading, knowing technology, crises management, and program management. Additionally, because they are changing ‘the way things have always been done’ they must be willing to take risks, and work with stakeholders across the entire company.
For Those Seeking a Job in Social Business
Our 2011 social business forecast data indicates that corporations will spend their largest line item on staffing up the social business team, so if you’re seeking a role during a recession, there may be opportunities for you. In the past we’ve seen some real scrutiny placed on the journalism and communications practice, and I’m here to tell you that the data supports that the innovative practitioners have already adapted these new technologies and there are some ripe opportunities. If you’re a student now that is studying communications and marketing (or a professor guiding them), I’d love to hear your thoughts below in the comments. If you’re teaching in these courses, please feel free to use our research reports under the Creative Commons licensing that we specified in the report –it’s intended to share with attribution. Also to keep some perspective, while the Corporate Social Strategist may be the leadership position, there are many other roles in the team, as we’ve started to explore in this Quora thread, also see Focus.com, which has a B2B slant where I posed the same questions.