Archive for September, 2012


People on the Move in the Social Business Industry, Sept 26, 2012

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Find out who’s investing in social business by tracking who got hired.  Where people get hired, there’s often investment for opportunity and growth.

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 2007.

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People on the Move in the Social Business Industry:

  • Joe Chernov departs Eloqua and joins mobile startup Kinvey, who will be a guiding force in this startup.  Joe was recently awarded as a Content Marketing industry leader, and has become a friend of mine, congrats Joe, and Kinvey team.
  • Dachis Group Promotes Dion Hinchcliffe to Chief Strategy Officer, I had the chance to sit down with Dion (pronounced Die-On, for the initiated) at Dreamforce and am continued to be impressed with his market thought leadership.
  • Erin Collopy, joins Tracx (social media management and analytics) as Director of Marketing Drive awareness and lead generation via integrated on and offline marketing, communications and social media programs.  She’s embarked to NYC from Silicon Valley and brings a host of experience, as well as a strong network.  I worked with Erin at projects while she was at HP, and am grateful for her cheerful spirit, and willing to connect folks.
  • Former TechCrunch Editor Erick Schonfeld To Run DEMO. I’ve seen Erick on stage, and he’s a natural moderator and host, congrats on this new move.
  • Lewis Bertolucci joins Humana Inc. as Digital Marketing Manager and Social Media Strategist responsible for leading and socializing the social media marketing strategy across the enterprise.
  • Jeff Ross joins Humana Inc. as Community Manager where he will serve as community manager for 21,000-member internal social network and share external community management responsibilities for the enterprise Facebook, Twitter, Google+ and YouTube accounts.
  • Chuck Stephens joins Humana Inc. as Social Media Marketing Consultant responsible for socializing and driving the Humana Social Media strategy across the enterprise.
  • Patti Grice-Smith joins Humana, Inc. as Community Manager Moderation of Enterprise social media properties, creation of editorial calendar and reporting analytics for Humana Inc.
  • Marko Muellner joins ShopIgniter as Sr Dir Marketing Cross-channel Marketing Strategy, with a focus on Social Product Promotion
  • Don Martelli joins Schneider Associates as Director of Digital Integration and Social Business Martelli and will be responsible for crafting multi-faceted communications and digital strategies that increase brand awareness and audience engagement for SA clients.
  • Marc Marin joins Plink as Chief Marketing Officer Accelerate member acquisition marketing
  • John Toohey joins FairPoint Communications as Senior Online Customer Experience Manager To develop and optimize FairPoint Communicatons digital presence and customer experience.

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.org has a blog that lists out career resources
  3. Social Media Jobs Facebook Group
  4. Social Media Jobs by Chris Heuer
  5. Social Media jobs, filtered by SimplyHired
  6. Social Media Job Network by James Durbin
  7. 25 places to find social media jobs by Deb Ng

Additional Resources:

Please congratulate the new hires by leaving a comment below.

Webinar Recording: Converged Media Imperative

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Need to learn more how Paid, Owned, and Earned are going to work together? We call this ‘Converged Media’ and it’s coming to a website near you.

Please listen into this webinar which provides an overview from our recent research report on the Converged Media Imperative (download now), it provides business demands (with data), real world case examples, requirements for success, an examination of workflows (more here), and a list of requirements to get started.  I’m pleased to be joined by my co-author Rebecca Lieb, and special thanks to researcher Jessica Groopman, and Andrew Jones.

The recording is available below, please sit back, listen, and learn how companies are starting to converge ads, corporate content, and social now.


People on the Move in the Social Business Industry, Sept 17, 2012

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Find out who’s investing in social business by tracking who got hired.

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 2007.

potm-banner-2


People on the Move in the Social Business Industry:

  • Esteban Contreras joins Sprinklr, was former social strategist at Samsung USA and moves to Vancouver area.  Esteban is an industry wide known social strategist who’s worked in corporate, but also blogs his thoughts, a quality hire for Spinklr.
  • Tim McDonald joins HuffPost Live as Community Manager in charge of launching the HuffPost Live community and regularly engaging with the community on topics of importance.
  • Kim Redd joins Anthem Marketing Solutions as Director of Marketing & Business Development In this role, Kim will help broaden business opportunities by expanding offerings to new clients and categories.
  • Martin Doettling joins Webtrends as Chief Marketing Officer, Martin is responsible for extending Webtrends’ market leadership and driving the company’s global go-to-market strategy
  • Angela Zener joins Lyris as Senior Director, Product Marketing to drive go-to-market strategy for the next generation cloud-based marketing automation platform.  I’ve had the pleasure of working with Angela before, quality professional.
  • Nicole D’Alonzo joins Kiehl’s as Global Director of Social Media Building out social channels and content strategy for the U.S and 20+ international markets.
  • Joe Millward joins Incremental Marketing Group as Social Media Manager Develop social & digital media strategies.

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.org has a blog that lists out career resources
  3. Social Media Jobs Facebook Group
  4. Social Media Jobs by Chris Heuer
  5. Social Media jobs, filtered by SimplyHired
  6. Social Media Job Network by James Durbin
  7. 25 places to find social media jobs by Deb Ng

Additional Resources:

Please congratulate the new hires by leaving a comment below.

Field Notes: Touring Techcrunch Disrupt 2012

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Techcrunch Disrupt 2012
(Above pic: Techcrunch Disrupt featured 329 global startups over 3 days in San Francisco)

I just visited dozens and dozens of startup booths (so you don’t have to) at the massive Techcrunch Disrupt held in San Francisco, I also attended in 2011 and published my notes.  I’ve been attending Techcrunch events since they were held in Mike Arrington’s backyard with beers, bbq, and a bouncing black lab over 5 years ago, they’ve come a very long way and Mark Zuckerberg said it was larger than his own Facebook conference.

There was an all-star cast of tech-arati including Mark Zuckerberg, Marissa Mayer, Marc Benioff, Jack Dorsey, Tim Draper, Ben Horowitz, David Sachs, Kevin Rose, Aaron Levie, Cory Booker, and even Jessica Alba.  In addition to the main stage pronouncements there was 204 companies in the startup alley as well as vertical specific days, and 125 in the international rows.  I attended the third day, which had many international startups, as well as hardware innovators. Here are some of the interesting companies segmented by market:

Early Funding Birth B2B, SMB, and Enterprise Startups
New opportunities to serve businesses, both small business, enterprise and local merchants emerged, here’s a few worth noting:

  • Taptara: The real standout enterprise player I saw was Taptera, which stems from former Genetech mobile team who spun off this enterprise class provider of mobile apps that stem around field productivity, collab, and collateral features. They have 6 major features including a directory system called Colleagues, Collateral built on Salesforce for curated content, Crescendo built on Box.net which offers presentation features for tablets and beyond, an Events feature that Disrupt was built on, and Concierge a Social profile CRM tool for sales teams.  Business model is $10 a month per seat, with 20 employees, and only 15 mos old after raising just over $3.25m (pic)
  • Alicanto: This novel approach for SMB retail: Alicanto is a virtual CMO for local marketing.  Small mom and pops that are struggling to battle with big box and chain QSRs will need this contextually relevant artificial intelligence to provide non-MBA business owners to effectively market with ads, direct marketing, and even suggest partnerships with local merchants. (pic)
  • Moovia: If Linkedin and Basecamp had sex.  This application first provides employees with collaboration tools, but then encourages teams to score colleagues with their team based skills.  As a result klout like points are distributed based on skillsets, and data can be used in a variety of other ways in the future. (pic)
  • Kerio Workspace caters to SMBs offering a collaboration toolset built on their existing program.  This company has been around since 1997, has 200 employees and stems from a legacy of voip products and beyond.  This collaboration tool offers a heavy duty user interface for heavier collaboration with social features.
  • The Fan Machine: Social marketing platform The Fan Machine caters to marketers to reach French, Portuguese, Russian, Spanish.  They’ve 25 employees and have received $1m in funding and strive to compete with Buddy Media, Wildfire, and Extole.
  • Freshdesk, which is 1 year old, offers social support and call center SaaS technology for SMB.  With 80 employees and $6m funding, they tout 2k customers and offer 3 modules including: 1) Email., call and ticket systems. 2) P2P support tools, 3) Social CRM and news feed management of customers complaining in public. Biz model is $9 a mos per agent with an average of 10 agents.  Competes with Zendesk.
  • Superlead, a Brazillian startup offers lead generation tools for SMBs that include landing pages, lead gen pages, call to action features, and analytics.  With only 7 employees they’ve raised 350k Euros.

Blue Chip Tech Companies offer Infrastructure to Fledgling Startups.  Rackspace, HP, Best Buy, Ford, Microsoft all had booth presences to reach out to startups to offer infrastructure, business accelerators, resources, and partnerships.  Here’s a few of the booth offerings:

  • SAP was featuring big data quant analytics platform Hana, and showcased white label retail apps.  They’re seeking to partner with startups and get them on their platform at early stage. (pic)
  • Best Buy was here on hardware day offering a business accelerator program called New Blue, designed to help innovators get resources, distribution, and opportunity under existing BestBuy product labels called Insignia and Rocketfuel. (pic)
  • HP, Rackspace were offering cloud and hosting to the myriad of fast growing startups.
  • Ford has launched a Silicon Valley lab and offers both BugLabs (SW) OpenXC (HW) for developers to get involved.  (pic)

Consumer Startups Revolved Around Themes –With a Few Interesting Technologies
Across the hundreds of startups featured, I walked by every booth, here’s a few consumer style apps, websites, and hardware companies that caught my eye:

  • Shopperception, a South American retail startup, uses $100 Xbox Kinect bars to analyze real world shoppers to measure engagement pre point of sale and had several analytics dashboards. (pic
  • Game Genome Project offers a “Pandora for Games” to recommend which games (and soon apps) which users should find and use  They’re business model is a CPA model
  • MakerBot, 3D printer, will be available for $2k and creates plastic figures, tools, toys, and devices, and will move to other forms of more pliable materials in the future.
  • Interaxon, a Brain wave scanner, is a headband which measures brand activity, and will have uses for gaming, workplace productivity and eventually grab multiple forms of brain activity to track our Body APIs. (pic)
  • Government sponsored Enterprise Ireland was present and has an evergreen fund of $350m for startups and larger org.  Code 2040 offers a summer internship for US students of Latino and African American heritage who are interested in technology.
  • BoostedBoards, an Electric skateboard takes you uphill and home for $1200. Made $100k on kickstarter (pic)
  • Double Robotics, an iPad Robot is emerging, and for $2k you can be in two places at once with this remote controlled robot. (pic)
  • Zoop, a Square competitor from Brazil has three input capabilities for local merchants includes Pin based security entry. NFC, SmartCard, Magnetic strip canning.  They take a  2.75% fee charged to local merchant. (pic)
  • Totally.me, a pre-launch social aggregator claims better than Flipboard with Pinterest style feed display. Content is de-duped and has other aggregation and features. (pic)
  • Chronos offers a body data tracking application that tracks your daily time usage by your phone.  This can be used to optomize how you spend time during the day, and competes with Latitude and Lift but claims more automated features.  Biz model is fremium with lead gen CPA and ad models.
  • Lit, a highly coveted free statndinga motorcycle stays upright with gyros. (no not Greek food) (pic)
  • SuperManket: This one made me shake my head in amusement as well as practical application.  SuperManket (yes “Man”) is a new dating tool where men advertise themselves to women (who control the experience).  See screenshot of list of options, apparently “aging millionaire” was a top way men wanted to self-describe themselves.  Business model is fremium and male members pay for positioning (think SEO) and ability to see who’s peeping their profile. (pic)

Most of these startups will not stand the test of time, and from year to year, I didn’t see as many trends changing other than the lack of SoLoMo companies from Disrupt 2011. One of my mottos is ABR: Always be Researching, and I hope these findings helped others who couldn’t attend the event.

Call for Insights: Altimeter Blog Ring on the Sentient World

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Request: We want to hear from you. Tell us on your blog or website how the “Sentient World” impacts your business (positively or negatively), and we’ll cross-link to the conversation.

Altimeter Group continues its blog ring in September and October to deepen understanding of our three research themes. The next theme of focus is the Sentient World. Consider these key questions when contributing to the conversation on your blog or website:

  • Sentient World rolls up trends like internet of things, body data, big data, cloud computing, nfc and beyond, I presented a keynote at LeWeb discussing this theme, see video.
  • Once the information exchange begins, how can companies and users participate?
  • How do dialog and conversation shift as consumers begin establishing relationships with inanimate objects?
  • What content should organizations offer, and how can employees, customers, and partners leverage this content?
  • What are the pertinent elements of “new data” that should be used as signals and metrics of interaction, performance, and satisfaction, or its opposite?
  • What are the appropriate metrics, and how is success measured in this new world?

Additional blog ring information and related posts on the Dynamic Customer Journey can be found here. Look here for Adaptive Organization posts.

Sentient World

What’s smarter: A college grad, or your future fridge?

The details:

  1. The research theme of focus for July and August will be Sentient World (SW). Short-form definition: As more inanimate objects start to develop data and intelligence as they connect to each other, a network of autonomous interactions will emerge. In the future, our devices will be able to manage, analyze, report, predict, forecast, and more — while humans experience their days more intelligently and efficiently. Understanding the intersection between physical and digital, while discerning signal from noise will become base-level survival skills for organizations. Read the full SW description on our website.
  2. Be on the lookout for each Altimeter analyst to share their take on how SW applies to their individual specialty. Altimeter analyst blogs can be found here, and all posts will also be aggregated on the main Altimeter Blog and SW theme page of the Altimeter website.
  3. In addition to aggregating Altimeter analyst blog posts, we will also post a link to all thoughtful blog posts submitted by our readers. You can submit your post using this form. Posts that we determine as especially insightful will also be linked to from the main SW theme page on the Altimeter Group website.
  4. All submitted posts will be linked to in individual tweets via Altimeter Group’s Twitter account (@altimetergroup).

All questions regarding the blog ring may be directed to jaimy [at] altimetergroup [dot] com.

We appreciate your assistance in helping to drive industry research, growth, and conversation in a community environment that all can benefit from. Feel free to reuse the Sentient World icon found in this post, as well as our themes webinar: http://slidesha.re/JtB2S5

We look forward to reading your posts!

Thank you to  Jaimy Szymanski (Altimeter Researcher) for drafting this post and being a leading force in Altimeter’s research efforts around these three themes, you can follow her on Twitter or read her bio.

Related Posts

Breakdown: Corporate Social Media Team

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The purpose of this post is to be a living document and industry reference on the topic of social media teams, as part as my ongoing coverage of corporate social media programs.  This perspective stems from industry research and deeper client engagements, see other ‘breakdown‘ posts.

Business Needs:
By definition, social business requires transformation within a company, resulting in leadership, program management, and a team to see this change through.  In most cases, we see this team as a centralized resource that’s often cross-functional working closely with a number of corporate functions as well as business units ranging from product teams, geographies, the field, and departments.  Without this team, the company will struggle to scale as different business units launch their own programs in a uncoordinated manner resulting in a fragmented customer experience, replication of duties, slow response in a coordinated manner, and a variety of tools, agencies, and vendors intersecting into the company.


Definition: The Corporate Social Media team is business program lead by a corporate social strategist that achieves business goals using social tools by coordinating with multiple business units across the enterprise.


Starting with Strategy
Before rolling out any team or putting job descriptions on the careers page, the leadership team and executive sponsors must ensure the right mindset and systematic rollout are in place.  We find that many companies who are successful follow the following traits:

  • Align with Corporate Goals –Not Social Media Goals. Don’t start with the aim of fans and followers instead first, have a business purpose that aligns with goals executives have already set, strategists should already know these, and then meld this new medium to these.  Next, evaluate current skillset and resources including obtaining resources from existing teams. I typically see companies developing a business case, with a request for resources and executive blessing from a charter.
  • Systematically Roll Out Program use Hierarchy of Needs.  Companies who run and deploy blogs/communities/FB pages are at risk by not first getting ready.  We found that advanced companies have deployed internal readiness such as governance, education, policies, process, and a roll-out program in a pragmatic method –not jumped to implementation.  Read the Social Readiness report to learn more.
  • To Scale, Let Go; Empower Business Units.  Companies who reach a level of maturity often allow trusted and trained business units to implement their own social programs after aligning to the program charter of the social media team.  This state allows business units to manage and deploy their program –encouraging scale and customization and speed at local levels.

Detailed Anatomy of Team
Altimeter found in a former survey of 144 global national corporations (read the full report) that the average composition of an enterprise class (over 1000 employees) company’s full time social media team is 11 professionals, often cross-functional. This research includes dozens of interviews and close interaction with Altimeter brand side clients who are leading these programs on a daily basis.


Screen shot 2011-12-22 at 8.11.57 AM


Matrix:  Breakdown of the Corporate Social Strategist Team

Note that in smaller teams, individuals may cover multiple roles, and in most cases these are cross-functional teams, as community managers may often come from product marketing, customer support, or corporate communications.

Role Primary Duty What No One Tells You
Social Strategist Leader and program manager,The program leader for social business, the strategist is responsible for overall vision and accountability towards investments.  We’ve done a detailed study on the career path of the social strategist including demographics, psychographics, business goals and challenges. Don’t hire an evangelist if they don’t have program manager chops. This individual must run a business program, and able to measure against real business results like: leads, sentiment, csat, customer support, and reduced costs.
Community Managers Primarily outbound and customer-facing, this role is a trusted member of the community, serving as a liaison between the community and the brand. These are often the most under-appreciated professionals in the team as they deal with customer woes time off hours and some even suffer personally as they deal with customer angst. Hire community managers that are balance brand enthusiasm with passion for customers –these are not PR pros that are on party message, but instead are trusted members of the community. Read the four tenants of the community manager to learn more. Celebrate these roles on Community Manager Appreciation Day.
Business Unit Liason These internal facing members have a primary duty of reaching out to business units to get them to collaborate, get on board and often join a center of excellence. They may also represent a particular business unit, department, product line, or region. These are key conduits to maintaining relationships with many business teams, and are key for achieving enterprise coordination in scale. As an interface inside of larger corporations, this role serves as an internal conduit to 1.5 coordinate efforts with other business units, in order to provide them with resources, as well as ensure consistency. Yet don’t let them talk to business units unarmed, they should have a checklist of requirements and slot in education manager to obtain consistency.
Education Manager This often part-time role is designed to serve multiple business units and rank-and- .5 file employees in planning and organizing social media education, including best Manager! practices, policies, and resources Seek an individual that knows both social technologies but is patient to teach executives, business program managers, the team and rank and file.  Encourage them to work closely with existing education programs.
Social Media Manager This professional will have several projects with fixed stop dates to manage and ongoing programs.  This may include launching programs, managing campaigns, dealing with agencies, and keeping teams on timelines.  They may work in corporate or with business units. This individual is the engine of the team that keeps time, resources, and expectations aligned.  Beyond finding social media expertise, look for project managers that have a background in operations or may be project managed certified.
Social Analyst Using brand monitoring, social analytics, web analytics, and traditional marketing 1 tools, the social analyst is responsible for measurement and reporting across the entire program and for individual business units This individual should be able to see the big picture of the forest and ascertain how social is impacting the customer experience and business beyond minute details.
Web Developer The web developer typically already exists at the company, yet provides dedicated assistance to help plan, brand, configure, and integrate social technologies as stand- alone efforts, or into existing systems Work with a developer that is capable of connecting disparate social technologies with existing enterprise systems.  As social software suites become dominant, the need for data integration will become a strategic asset for corporations.
Content Strategist (new role) This individual will coordinate content strategies across the enterprise, customers, and partners, spanning both advertising, corporate content and social media content. Ensure this person is well read on Altimeter colleague Rebecca Lieb’s book on Content Marketing, and research report on same topic.
Digital Strategist This role already existing in many corporations and will closely work with team to integrate social into all digital channels, both online, on TV, in real world and beyond. Ensure this role knows that social can be a different medium and may require longer term efforts, dealing with negative content, and a rapid response team.
Agency Partners Most companies rely on third party experts, both digital agencies and specialized social media agency of records.  These teams can provide services for education, strategy, creative, content management, community management, analytics and beyond. Over the coming period, expect that the social media agency of record (SMaoR) will start to vaporize as digital agencies offer similar offerings, acquire them, or social agencies offer ads.

Common Team Characteristics by Maturity

Not all teams are equal, and we’ve measured the sophistication of teams by maturation which is dependent upon culture, resources, duration, and team skills to navigate. While it’s difficult to put a team in a direct specific column, the following trends are common across the following maturation phases.

 Maturity Novice Intermediate Mature
Summary Description Evangelism, Education, Catalzying Change Program Formation, Coalescing, Coordination as a Central Resource Empowerment of business units to succeed within established guidelines
Primary Focus Areas Proving business case, wrangling business units, scrapping for resources Managing interest from business units that may be out of control, or getting the entire org coordinate and on board. Still proving business case to executives and business units that are threatended Company is on board, consistently, yet primary focus is integrating into existing business systems and optomization
Common Resources Often a small scrappy team (3) of just a few folks, this team has a small budget and humble set of resources that likely include brand monitoring, social media management tools and online communities. Typically, we see a larger increase of internal team size (8) there are more resources being applied to this program. At this phase, most companies launch centralized resources (often called a Center of Excellence) to serve the corporation. Often a larger team size that we’ve seen grow beyond 20 folks in an FTE capacity this dedicated team is cross-functional, yet has consolidated leadership from a core function across the enterprise.
How to Drive Business Case When pitching to executives, focus on three data points: 1) Social is a trend, not a fad 2) Our customers are using it (show data and anecdotes, 3) These are trusted conversations (show Edelman data) and we’re not actively involved. Focus on risk of social media proliferation and social crises from risk of lack of coordination. Show cost benefit analysis of not conjoining a single program Ensure programs are aligned with business objectives that executives are setting, if it’s market size increase, more leads, or better customer satisfcation, integrate into these existing programs.

Prior Research and Web Strategy Resources
This has been my core research coverage over last few years, here’s some of my prior reports and resources, that span career paths, team orgs, tools, industry hires, and list of team leaders.


Select Industry Resources
I read as much as I could that was already published online, here’s a few select resources for further insights.


Future of Social Media Teams
In closing, these teams are dedicated units that are serving the corporation in a cross-functional manner. In time, they will give up much of the deployment in exchange for allowing business units to scale. Expect that these teams evolve or become subsumed into content strategy teams, digital marketing, or customer experience teams that span multiple channels and mediums, as they are already not limited to social channels.