Archive for November, 2011


When The Corporate Social Strategist Role Goes Away

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One thing that surprises many, if the Corporate Social Strategist does their job well, it goes away.

Don’t believe me? Fine. But this isn’t just my opinion, it stems from research, In fact, I encourage you to first read the Career Path of the Corporate Social Strategist report to see details from our 51 interviews, survey to 140, and analysts of 50 job descriptions and 50 linkedin profiles. Secondly, I’m a former social strategist on brand side at Hitachi, so it gives a unique perspective to my research.

Three Reasons Why the Corporate Social Strategist Role Goes Away:

Social Fades into the Background.First of all, social will become a natural way we communicate, the term ‘social’ finally goes away and we just talk about business again. They’ll help the entire company move to “Dandelion” (Multiple hub and spoke) and empower business units to use social. One perspective from Steve Rubel of Edelman reminded us that we don’t have email strategists today to direct us how to use these communication tools, we just do. I’d amend his sage perspective and point out that we actually still have professional emailers that manage the corporate newsletter and email marketing, as official company representatives and that’s likely to mirror on social side. Speaking with companies, most recognize that nearly 40% of the US workforce is to retire in next few years and the next generation of workers will be native to these tools, and in some cases, expect them to be in place.

Gets the Itch to Move to What’s Next. Secondly, we found that the corporate social strategist is an adopter of new technologies, and will continue to move to the next disruptive technology. Perhaps in previous roles they drove user experience, or web, or digital, and before that email programs. We know that the Cluetrain-waving evangelist in many corporations is being replaced by Groundswell-based business program managers. As our industry moves from adoption to optimization, a new type of person will handle the mantle of leadership, in fact, that’s why I just reported seeing the first $350-400k social strategist job to hit my desk.

They Get Promoted. Lastly, we know that the Social Strategist will ascend to new heights –beyond the department they’re in now. Today, most social strategy programs are lead by marketing and communications (read the above linked to report for data), as it was first impacting influence and communications. Yet there’s a great opportunity for the savvy strategist to span to other business units beyond marketing: customer support, product innovation, sales and field, and supply chain and partners. What’s this broader scope mean? We found that the social strategist will span the entire customer life cycle, elevating a few into the office of the Chief Customer Officer. The other route? We’ll see the Corporate Social Strategist move into a digital role, that looks at all technologies in an integrated approach, and they shed the social title.

While I’ve invested years watching these roles emerge, I’m here to tell you they’ll slowly fade into the background. Now if you’re already in this role (see this grand list I struggle maintaining), don’t fret, this will take years and maybe a decade to implement, as we know most companies don’t even have maturity in the marketing department (despite an average of about 3 years of formalized programs) –let alone the rest of the enterprise.

Some career tips for those in this job, or those that serve this role such as agency and technology vendors: Adorn a hat of enablement to get your business units to adopt these tools using your guidelines, and expand your scope beyond the department you report to to increase your career. I intend to continue to be here with you every step of the way during your exciting journey.

People on the Move in the Social Business Industry, Nov 12, 2011

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For the first time, I received an email from a recruiter seeking a social strategist with 10 years business experience (not just social) an MBA and ability to manage a team of 10 for a total comp of $350-400k. That’s a far stretch above the normal, which I hear is at director level. Let’s see what happens as this space continues to heat up when you see a shortage of talent, frequent poaching, and potential job hopping.

The hires in the social business space continue to heat up, in fact the market research data (read the report) shows that hiring is the top spend in 2011. Expect there to be more hires over coming quarters.Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which I’ve been tracking since Q4, 2007.

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People on the Move in the Social Business Industry:

  • Simon Kemp joins We Are Social as Managing Director, We Are Social Singapore Simon will be responsible for We Are Social’s operations in Asia, heading up an inital team of 3.  I just met with Stefano a year ago, and now this growing agency has over 120 employees across the globe.
  • Dale Reeves joins TE Connectivity (Tyco Electronics); Middletown, PA as Manager, Global eBusiness and Marketing Responsible for all eBusiness marketing, Web platform, eCommerce, analytics reporting, Social Media practice, integration to PR & off-line.
  • Steve Johnson joins HootSuite as Chief Revenue Officer Bringing experience as VP of Channel Partners from Constant Contact and Blackbaud, Steve is heading up HootSuite’s go to market channels.
  • Darren Suomi joins HootSuite as Vice President of Sales With experience as Global VP, Enterprise Sales at SAP AG and Sales Director as Business Objects, Darren will oversee the HootSuite Enterprise Sales team.
  • Greg Gunn joins HootSuite as Vice President, Business Development Already working with HootSuite, Greg is now responsible for building relationships as he did at Terapeak, Research Advanced, TeamPages.com and Idea Builders.
  • Matt Switzer joins HootSuite as VP Corporate Development Matt will help grow companies and is currently VP of Corporate Development at HootSuite. Previously an Investment Banker at Bank of America Merrill Lynch , Matt advised on mergers and acquisitions after which he joined a venture capital firm focusing on mobile, social and telecommunications.
  • Adarsh Pallian joins HootSuite as Director of Apps and Integrations Adarsh oversees HootSuite’s App Directory program. He is also responsible for the integration of HootSuite’s acquisitions, including Geotoko, Twapper Keeper and What The Trend.
  • Brian Komar joins Salesforce.com as Industry Solutions Director for Public Sector and Campaigns plans, develops and executes all marketing programs for the U.S. Public Sector and campaigns
  • Cassandra Jeyaram joins Liquid Media Consulting as CEO Social marketing, communication and marketing strategies and campaigns.  I’ve spoken Cassandra a few times and have seen her work at IHG, she’s class A! congrats.

Submit a new hire:

Seeking a job?

  1. See the Web Strategy Job Board, which includes paid submissions from the top brands in the world.
  2. Community Manager jobs by Jake McKee
  3. Social Media Jobs by Chris Heuer
  4. Social Media jobs, filtered by SimplyHired
  5. Social Media Job Network by James Durbin
  6. 25 places to find social media jobs by Deb Ng

Additional Resources:

Please congratulate the new hires by leaving a comment below.

Mindset: Never Hide Job Interviews

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I’m continuing my perspective on open management. In fact, one thing I tell my team of CEOs is that they should never ever have to hide that they’re going on job interviews for future companies from me.

At previous companies, I remember having to quietly sneak into back rooms, stepping outside, or making up an excuse I had to go to Dr’s appointments in order to go to job interviews. Why? There was a fear that if you let your management know that you were even thinking of interviewing you could be fired on the spot. Especially during a recession, that’s a complete danger, no one wants their job or families to be at risk.

So instead, I’d rather practice an open culture, that allows for the support of future career growth inside and outside of a company. In fact, I believe that after a team member puts in their appropriate time to master their role (an important requirement) and decides they want to move on, their colleagues should support them, be references for them, open doors for them, and even cheer them on as they go to the interview!

Clearly, I’m a terrible business manager/owner (and I tell candidates this during the interview): I publish no cost open research, willing to help employees find new jobs, and think everyone is like their own CEO. Yet I hope this mindset will help attract, and foster the best in the industry. So far it’s working, we have the best, and I’m proud that we have 100% retention of all 22 employees on payroll in 2011 to date.

I believe management should foster a culture to help grow their team, including making it a safe place to discuss, grow, and even place colleagues in future jobs. As a self-admitted unseasoned executive (thank god I have three seasoned partners) I’m learning a lot every day, I hope to hear your perspective below in the comments.

Mindset: Your Boss is Really Your Client

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The old business mindset is that employees report up to a boss, and I think that mindset is old and needs to die a quick death.

In fact, the way that companies should re-think management is that all employees are self-empowered, and like their own business owner. I believe that everyone is their own CEO of one, they are responsible for their own strategy, knowledge, education, marketing, and building their own information strategies. You can read my blog post on you’re a company of one.

In fact, the way I manage a team of over half a dozen researchers is with this empowerment in mind (we’re hiring btw). I tell them that I’m not their boss, but instead, I’m their client or customer. Why? I want them to be self-empowered, take accountability for their future and make informed decisions knowing that I believe in their expertise and trust them.

Why wouldn’t management have this mindset? If you’re willing to invest your time and money on hiring the best, you should treat them as the experts they are. Of course this doesn’t come without proper definition of defining the success criteria, putting ongoing training in place and setting up a performance tracking program. I’m no expert on these topics, and am learning ever day.

So if you work in a small company or big one, remember that who you report to isn’t your boss, but instead your client. Approach your career as a company of one, and you’re the CEO. Remember, your boss is really your client –you are empowered in your career, even if you work in a huge corporation.

Special thanks to Loic who kicked me over dinner to blog this –I was bashful to share this as a budding executive, I know I’ve a lot to learn, and I look forward to the comments below to drive new thoughts.

People on the Move in the Social Business Industry, Nov 6, 2011

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The hires in the social business space continue to heat up, in fact the market research data (read the report) shows that hiring is the top spend in 2011. Expect there to be more hires over coming quarters.Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which I’ve been tracking since Q4, 2007.

potm-banner-2


People on the Move in the Social Business Industry:

  • Jade Bailey-Assam joins Strategic Hospitality Group as Director of Social Media & Marketing Responsible for all things online.  JKO: I’ve had the pleasure of meeting Jade’s at her former hotel, she’s fantastic.
  • Daniel Rae joins SSE (Scottish & Southern Energy) as Social Media Marketing Executive Ownership and promotion of the group brands on social media channels.
  • James LaPorte joins Blast Radius as Community Manager Devising and executing digital creative and strategies for clients.
  • Tony Courtwright joins News-Press & Gazette as Director of Digital Media Responsibility for both revenue and content across all NPG web and mobile platforms.
  • Sarah Sandberg joins Passenger as Account Manager Oversee and offer insights about community membership, strategy and engagement for clients.
  • Bryant Small joins Passenger as Account Manager Responsible for Passenger’s client relationship establishment, maintenance, growth and retention.
  • Leslie Orsioli joins We Are Social as Managing Director, We Are Social São Paulo Leslie will be responsible for We Are Social’s operations in Brazil, heading up an inital team of 6.   Exciting to see their growth in other continents.
  • Walter Adamson joins iGo2 as Australian Partner Asia Pacific Social Business Services Company @iGo2 expands into Victoria, Australia
  • Gerry Moran joins SAP as Director of NA Social Media Marketing Social media strategy for SAP North American Marketing.  Congrats, great team!
  • Andy and Ash Kriger and Gokhale joins Jun Group as Senior Software Architects key to the evolution of Jun Group’s social video platform
  • Randy Skinner joins Telligent as Chief Operating Officer, Randy will be responsible for operations worldwide, overseeing departments at Telligent that are accountable for customer care, delivery, professional services and education.
  • Dean McBeth joins Barton F. Graf 9000, LLC. as Director of Digital and Integrated Creative Facilitating the digital translation of ubiquitous funny

Submit a new hire:

Seeking a job?

  1. See the Web Strategy Job Board, which includes paid submissions from the top brands in the world.
  2. Community Manager jobs by Jake McKee
  3. Social Media Jobs by Chris Heuer
  4. Social Media jobs, filtered by SimplyHired
  5. Social Media Job Network by James Durbin
  6. 25 places to find social media jobs by Deb Ng

Additional Resources:

Please congratulate the new hires by leaving a comment below.

Keynote Slides: Social Readiness: Architecting a Connected Enterprise #KMW11

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I’m speaking to 1000 attendees here at KMWorld in Washington DC, on building your social business in the right way. I’m here to share Altimeter’s recent research on Social Business Readiness (read full report) which researched how advanced companies are preparing internally, you can read the whole report, and see slides below.

Many years back, my career started out running intranets at Cable and Wireless, Exodus, World Savings and Hitachi Data Systems. We know that external social presence is a reflection of what happens inside of the company, and I’m glad to share and learn from these very bright folks.

The Goal? Turn Knowledge Management into Knowledge Action.

Readiness 10312011 km

View more presentations from Jeremiah Owyang

Note: There was an issue with slide formatting in slideshare, it should be fixed now, I replaced the file with the one embedded above.