Archive for February, 2012

People on the Move in the Social Business Industry, Feb 27, 2012


Want to know where the social media jobs are? Business Insider covers this growing career, showing how some social media marketing managers are earning $117,000 a year in Silicon Valley.

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.


People on the Move in the Social Business Industry:

  • Chris Saad is promoted to Chief Strategy Officer at Echo, and will lead strategic implementations for Echo’s customers while ensuring that the company adheres to its long term focus on open standards and innovation.  I’ve known Chris for many years, and lean on him for his expertise in the social, media and data space.
  • Adam Singer joins Google, a friend of mine, and experienced practice leader in the space joins Google with a focus on Analytics, congrats!
  • Christopher Fleener joins  The New School as Social Media Director, where he plans and oversees a comprehensive social media strategy for The New School in New York City.
  • David Neff joins Ant’s Eye View as a Senior Consultant. David joins the expanding playbook pratice team in the Austin office. The playbook pratice is part of the training and readiness service line.
  • Todd Rankin joins 33Across as Detroit Sales Director Sales Director
  • Courtney Kurland joins 33Across as Midwest Sales Director Sales Director
  • Maurice Moore also joins 33Across as Vice President of Sales for CPG & Retail Maurice is responsible for growing the company’s revenue from these channels and creating a go-to-market strategy.
  • Amber Porter Cox joins Lithium Technologies as Agency Partner Manager Responsible for creating, shaping and overseeing the global rollout of Lithium’s agency partner program. Effectively, this candidate will architect, implement and lead the agency and SI partner revenue framework for the company.
  • Noel Pullen joins HootSuite as  Director of Web Noel is charged with analyzing and delivering the most useful and reliable web-based social media functionality as fast as possible to HootSuite customers.
  • Aki Kaltenbach joins HootSuite Director of Solution Partners. Aki is responsible for developing and managing HootSuite’s Solution Partner Program which includes the management, training and coaching of Partner Managers, as well as engaging with international Solution Partners.
  • Don Martelli joins d50 as Media Senior Manager of Integrated Communications Responsible for developing content strategies that reach mass media in coordination with the social team, i.e. PR fused with social media
  • Abigail Gilmore joins d50 Media  as Social Media Journalist Abby participates in day-to-day social media efforts for clients as well as act as a “feet on the street” reporter and representative for client events.
  • Alexander Castro joins Adchemy as vice president of products Alexander’s product management experience will further Adchemy’s product strategy and roadmap.
  • Judy Madden joins Adchemy as vice president of human resources Serve as the driving force behind Adchemy’s 2012 prerogative to hire top talent
  • Karen Cassel executive vice president and general manager of performance marketing Responsible for scaling’s business to effectively expand its offering and better serve more of the 43.5 million Americans providing unpaid care to their aging and ailing loved ones age 50 or older; focused on helping families across the country who haven’t yet found the right eldercare resources, or who are in immediate need of caregiving information and support
  • Tom Humbarger joins AppleOne (part of the Act-1 Group)  as Manager, Marketing and Social Media Strategy AppleOne is a leading staffing company with over 200 offices in the US and Canada. Tom will be responsible for expanding and protecting AppleOne’s customer relationships with an emphasis on participation within social media and related platforms.

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. Social Media Jobs Facebook Group
  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.

Join Altimeter Group at SXSW 2012


Left: Downtown Austin, 2007

Will you be at SXSW this year? This year, we’ll have another cadre of Industry Analysts there, please join me and my colleagues in learning, sharing, and networking at this annual festival.

I’m excited to return for my 5th interactive festival and it’s been fascinating to watch it grow and change to now include many business folks.

Altimeter Industry Analysts at SXSW, 2012

Calendar: Let’s Connect!  


  • Blogger Lounge, Daily: The Altimeter Group will assemble when available at meet folks at the blogger lounge, in part sponsored by Brian Solis in the conference.




  • Syncapse event, speech by Rebecca Lieb, Sat 12:30 Rebecca will be sharing her insights on content, future of media, and more at this sponsored event hosted by Syncapse.
  • Book signing, Rebecca Lieb, Sat 2pm Rebecca will be signing her latest book Content Marketing at 2 Sat: Austin Convention Center in foyer of Ballroom G.



Where will you be? Leave comments on the top panels and events where the Altimeter community can meetup, learn, and network. Looking forward to a great SXSW, get those boots on, stay hydrated and bring plenty of business cards.

Enterprise Social Networking: Focus on Relationships (Altimeter Report)


Altimeter’s latest report now on Enterprise (inside of companies) social networking is now out from Charlene Li, author of Groundswell, Open Leadership and my business partner. She conducted thorough analysis by surveying 185 users, surveyed 81 ESN decision makers and interviewed 12 technology vendors.

Fig. 5 Enterprise Social Networks Have Only Moderate Impact On Business Goals
Key findings that attracted my eye include:

  1. Long term adoption often unsuccessful beyond one department. What’s interesting is there’s lots of initial enthusiasm but a slow decline after deployment. In many cases, primary adoption occurred in the marketing/product section, IT, followed by sales and corporate communication.
  2. Highest adoption of fremium tools. Interesting breakdown of vendors, with self-service Yammer in the lead, followed by Chatter and Tellingent and IBM connections.   What’s interesting is these fremium tools enter the market, get their hooks in and grow adoption and switch to premium offerings.
  3. Companies are measuring in the wrong way. Lack of metrics (or measuring the wrong way) by focusing on measuring conversations or engagement –rather than measuring improvement in relationships

Who said social media will reduce emails?
What’s interesting is that enterprise social networks don’t actually reduce internal email. The report also includes an actionable plan to get started, while there’s lots of details in the bullet points (filled with real world examples from real research interviews), they include four ways ESNs drive business value, including: 1) Encourage Sharing, 2) Capture Knowledge, 3) Enable Action, and 4) Empower people.

Open Research: Use it, Share it, and We’ll Publish More
We’re continuing to publish reports, and have a growing archive on our site, and will be doing a variety of webinars in support of these research findings. If you found them helpful, we look forward to you engaging with us in the conversation, and appreciate you using, sharing, and applying the findings.

You’ll find the full report embedded below which you can download, print and share, also read Charlene’s post.



Beyond Tools, Marketers Must Focus on Content (Altimeter Report)


Marketers, have you ever been in an agency pitch that focuses on the tool and channel and forgets about content? Or, from the other side of the table, have you ever had a client on the brand side ask you for your Twitter/FacebookPinterest strategy –but doesn’t have anything meaningful to say?

Our industry is afflicted with shiny object syndrome, a focus on the new tools, without thinking about the content that will drive it. As we mature and the tools make it easier to share information, companies need to be extra sensitive to the content that will be shared, both that’s created by the brand, and the customer.

Altimeter’s latest report by Industry Analyst Rebecca Lieb, takes that topic head on. This report had a thorough methodology that interviewed over 50 brands, agencies, vendors, and industry experts to find out how the industry is changing. The top six findings include the following trends:

  1. Visual information reigns supreme, from video to images to infographics.
  2. Mobile and location-based marketing are the second most-cited area into which marketers want to expand content initiatives.
  3. Marketers must manage flow and develop the ability to respond in real-time in social channels
  4. Bright, shiny objects, i.e. a fixation on newer channels and technologies, can distract from foundational channels, e.g. search, written content, such as blogs, and educational content, which is often essential in B2B channels.
  5. Budgets must increase to accommodate content channels such as video and mobile that require larger production and development investment.
  6. Marketers’ confidence in and reliance of content marketing is beginning to diminish their reliance on print and broadcast advertising, as well as public relations.

Content Channel Effectiveness & Confidence
Marketers Confident in Future of Online Video, Social, Mobile
What does the future hold?  This report offers an interesting aspiration state (Although the Red Bull case study shows some companies are doing this now) that companies who mature in this space can actually monetize their content –even if they’re not a media company.  That’s right, even companies that sell soft drinks can build a lifestyle culture around their brand, and monetize the content created by their own community.  This is perhaps one of the most powerful promises ever to marketers, to convert the perception of being a ‘cost center’ to a real profit center by developing a strategic content marketing plan.

Open Research: Use it, Share it, and We’ll Create More.
To learn more how companies will achieve this, read the report in the embed below.  We look forward to your feedback as we track how content spreads across multiple tools, channels and mediums.


Social Business: We’re Just Getting Started


Recently, folks suggested that social business space was getting washed out, especially with Social Media Week spreading across the globe and being hosted at many corporations. Yet despite the interesting and activity around this topic, many folks are confused around what maturity really looks like. Managing a Facebook page to promote the latest campaign isn’t really social business, it’s just social added to existing interactive marketing.

I was talking with industry peer Michael Brito (former Intel and now at Edelman) about the maturity of the space at Cisco’s social media week yesterday, and we both agree this space is just heating up. But don’t listen to us, instead, let’s review a sample from a recent Altimeter Report on Social Business of what actual corporate decision makers said in a recent survey:

Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos
Figure 1: Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos

Advanced Companies are Formalizing Processes to Intake Customer Insights
Figure 2: Advanced Companies are Formalizing Processes to Intake Customer Insights

Only the Most Advanced Companies Are Integrating Social Data into Customer Databases
Figure 3: Only the Most Advanced Companies Are Integrating Social Data into Customer Databases

Let’s take a look at this data, to understand why the social business space is still very immature:

The Industry Isn’t Mature, Few Have Reached Advanced
Altimeter’s research often segments buyers by their maturity, as it helps to forecast future behaviors and we wanted to share this today. First note this maturity breakout of these corporations (many of which are global national) that have over 1000 employees: novice are 44, intermediate 81, and advanced are 18. Percentage wise, we see that 56% of the 143 are lumped in the intermediate stages, followed by 30% of the market in novice, and followed by the remaining advanced a mere 12% of the set. What does this mean? While most companies are past the experimentation stage, they’ve yet to roll these out across the corporation or think bigger than campaigns or specific business units.

Limited Integration Across Business Units, Products, and Customer Databases
Looking at Figure 1, we can see that many companies are not even integrating this across their enterprise. We know from data that rollout usually starts in Marketing (with a segment of that being corp comm), followed by customer support who has to respond to angry clients, followed by product teams, and then low adoption for partner ecosystem and supply chain. One sign of an advance company is the ability to integrate customer feedback into the product roadmap in Figure 2. We know this is a sign of maturity as it requires both vertical approval from executives and broad approval across product lines and beyond –it’s often against the culture of many engineering groups. Lastly, in Figure 3, companies barely even have a full view of their customers in the social space, as data is siloed among brand monitoring, locked in Facebook apps, and spread among the company.

Understand What Advanced Corporations Look LIke
There’s a few criteria I look for when seeing if a company is advanced beyond the three figures presented above. Nearly all employees are using social in a safe and organized way (called Holistic). Another criteria is data is being aggregated from multiple locations and the company is able to predict and anticipate what customers are going to do. Thirdly, they stop using the terms ‘social business’ and just use the term ‘business’ as this integrates into their normal digital communications. While somewhat dated (2010) I created a list of what an advanced company looks like, although I feel it needs updating in 2012.

I look forward to hearing from you, what are you seeing: Are companies starting to mature? What are your indicators?

List of Corporate Social Strategist 2012 (Buyer/Brand Side, 1000+ Employees)


Since 2008, I’ve been managing this important list for the industry. Yet again, it’s time for the annual publication of the list of Corporate Social Strategists at companies with over 1000 employees (enterprise class) that are spearheading, leading, and carving out social business at today’s modern corporation.

The Corporate Social Strategist Defined
Is the business decision maker for social media programs – who provides leadership, roadmap definition, and governance; and directly influences the spending on technology vendors and service agencies. While this position doesn’t exist officially by title in every corporation today, this role will become pervasive in the coming years, just as leaders who manage the corporate website have become essential. To fully understand this role, please read our research report on their role where we surveyed 140 of these roles, and interviewed over 50 professionals. (Source, Altimeter Research)  On personal note, I had this role at Hitachi in 2005-2007.

Details about this list
All of these names were submitted and the list is opt-in (out of respect for your privacy, even if I know you have this role, I’m careful not to add you without your explicit opt-in). Last year’s list, grew by the hundreds and hand dozens of changes, but the trend was obvious, this role was important, here, and a mainstay in today’s modern company. One of the challenges I’ve had is to scale and manage the list by hand, and this year, I’m partnering with friend Ross Mayfield at Slideshare to intake, clean data, and help me keep this list ordered. For this list, we took the 2011 data, and Ross and team combed through the data to ensure it was updated and correct. To be added, updated, or even removed, please use the embedded form below. To help clarify scope, every year, I get questions “Why don’t you have agencies?” or “why don’t you have companies with less than 1000 employees?”. I’m happy to cross-link to anyone that wants to maintain those lists for 2012 as I have for prior years. I plan to update this list in a monthly batch, rather to respond to comments as they come in.

Related Resources:

List of Corporate Social Strategist 2012 (Buyer/Brand Side, 1000+ Employees)
Please recognize these talented individuals, leading the way:


Apparel & Fashion


Aviation & Aerospace


Broadcast Media

Business Supplies and Equipment

Capital Markets


Computer & Network Security

Computer Games

Computer Hardware

Computer Networking

Computer Software

Consumer Electronics

Consumer Goods

Consumer Services



Defense & Space

Electrical/Electronic Manufacturing


Environmental Services

Financial Services

Food & Beverages

Government Administration

Health, Wellness and Fitness

Higher Education

Hospital & Health Care


Human Resources

Information Services

Information Technology and Services


International Trade and Development


Leisure, Travel & Tourism

Management Consulting

Market Research

Marketing and Advertising

Media Production


Mining & Metals

Nonprofit Organization Management

Oil & energy

Online Media

Package/Freight Delivery



Public Relations and Communications










Below: Submit new folks into this role, or updates, and we’ll do monthly updates to this list.