How to hire a Director Social Media

© Copyright Xeequa Corp. 2008#SMACAD

How to hire a

Social Media Director

2© Copyright Social Media Academy 2009-2011 Copying or distribution is prohibited

#SMACAD

Social Media Specific Business Education

Over 3,000 participants from 24 countries

Certified Social Media Strategist

Certified Social Media Manager

Corporate Social Media Education

Social Media Academy


#SMACADSocial Media Career

Cap Gemini is hiring 1,000 consultants and expect social media experience, yet will let go others

Google is expecting social media engagement and provides bonus incentive of extra 25% +-


#SMACAD14,000 Social media positions

Our research suggests that there are currently approximately 14,000 open social media positions in the US alone.

In booming Europe it is no different – social media experience is a sought after skill set

Interviews with hiring managers indicate: “Having a thousand followers and being able to build a fan page is not nearly enough to ensure a position as social media manager” .


#SMACAD

Over 80 strategists and over 5,000 attendees from a variety of education programs


#SMACADHow to hire a Director Social Media

What is the Director Social Media supposed to do?

What is a meaningful process to fill this position?

Should you hire an "expert" or train somebody from the team?

How much is a social media strategist

What should the job description include?

Will he/she need to hire more people?

What budget responsibility should the position include?

What is the expected outcome from this position?


#SMACADJob Description Social Media Director / Strategist

Responsibilities

Create the social media strategy, coordinating with stakeholders across the Company to ensure its effectiveness and ensure the adoption of relevant social media techniques into the corporate culture and into all of the company’s products and services

Own the roadmap budget for the social media tools in use on the Company’s sites, directing social media tool integration

Recruit and oversee the Social Media Team, ensuring a superior quality of communication and project delivery is provided at all times

Coordinate the planning of social media campaigns, ensuring customer acquisition and supporting monetization across the company’s portfolio

Source and manage relationships with social monitoring and platform partners to support and develop commercial opportunities

Act as the advocate of social media integration within the Company, influencing overall site and business strategies

Provide benchmarks and analyse data provided by the Social Media Team, to inform company-wide decision-making and commercial campaign targets are met

Monitor and comment on trends in social media trends and application, acting as company spokesperson within the Social Media industry

Monitor the competition and be aware of market changes and developments

Requirements

Creative, diplomatic, cool under pressure and fantastic interpersonal and presenting skills

Strong project management and organisational skills

Advanced knowledge and understanding of social media and networking platforms and monitoring suite suppliers

Deep knowledge of the Company’s industry and great contact book

Experience of business and strategy development

Ability to build and leverage a strong network of peers and partners

P&L experience


T H I N K

before you make a random selection


#SMACAD

Social media engagement *

Wal-Mart $13B

IBM $12B

Cisco $8B

Verizon $6B

Pepsi Co $5B

Walt Disney $4.4B

UPS $3B

Wells Fargo $2B

Starbucks $.3B

Southwest Airlines $178M

Zappos (n/a)

No social media engagement *

General Motors -$30B

Citi -$27B

Ford -$14B

Delta Airlines -$8.9B

Macy‟s -$4.8B

Sprint -$2.7B

US Airways -$2.2B

OfficeMax -$1.6B

Hertz -1.2B

Wendy‟s / Arby‟s -$0.4B

United Airlines (n/a)

Social Business vs. profitability

* = Based on sentiment analysis (social media monitoring). Company results are from 2009

Millions of recommendations drives billions in revenueThousands of rants drive billions of losses


#SMACADSocial Media Impact Across All Departments

Product ManagementSocial Media is the most economic way to introduce a new product

It‟s a perfect seeding ground for a co-creation strategy

Support GroupAugmenting support forces with engaged customers is very powerful – improving the customer experience

Logistics and ProcurementTrend analysis through a vast open network - think of the implication to procurement

SalesWith the new influences in the “educated purchase decision” sales is most impacted by social media

Marketing & PRThe big change in marketing – moving from industrial media to amplifying user generated content


#SMACADStrategic Social Media Engagement

Starting with a thorough assessment

Develop a market engagement strategy

Understand the various strategy models

Alliance empowerment strategy

Amplification strategy…

Create an executable plan

Understand organizational structures

Reporting on progress, failure and success


#SMACADMethodology Overview

Four Quadrant Assessment Methodology

Customer, Brand, Partner, Competition

NCP Model

Network – Contribution – Participation

Strategy Hexagon

Goal, Mission, Benefit, Action, Program, Report

Social Media Planning Framework

Oxymoron? Unique creative vs. repeatable model

Organization Model

A Social Media Service Architecture

Social Media ROI

How to deal with it how to calculate an ROI


#SMACADDirector Social Media

What is the Director Social Media supposed to do?

Thorough audit / assessment

Cross functional strategy development

Managing the execution

What is a meaningful process to fill this position?

Deep scan of available qualified people

Check with training institutes i.e. SMACAD

Robust interview sheet


#SMACADAlternatives

Should you hire an "expert" or train somebody from the team?

The number of highly experienced and well educated directors are at a 1:1,000 ration to open positions

How much is a social media strategist and why?

$100,000 - $ 180,000

Saving a company millions of dollars

Help bringing in millions in incremental revenue


#SMACAD

It’s a new world


#SMACAD

From a vertical to a horizontal structure

PAST

A small group n marketing focusing on social media „execution”

Managing the social media places and spaces and engaging with the communities

Posting blog posts, dealing with comments and taking care of the communities

The rest of the organization continues with business as usual -- #FAIL

TODAY

The Social Media Service Team

Works as an internal service team supporting all relevant departments

The whole organization develops a more connected approach organically


#SMACADIt takes about 5+ month to develop a social graph

Forget your resume or LinkedIn profile

INSTEAD:

Think of the NETWORK and the ENGAGEMENT over that network

Blog exposing the subject matter expertise?

Conversations with other experts?

Quotes, comments, recommendations?

Continuous sharing of experience

Recommendations on LinkedIn?

Group participation and engagement?

Presentations, video and photo sharing?

…


#SMACADHow hiring managers & recruiters work

Review resumes and double check on LinkedIn? That was yesterday

Today: Scanning the social web to draw a picture of the applicant

Communication skills

Socializing skills / team spirit

Subject matter expertise – reputation

The rolodex is replaced by the network

Visible expertise on blogs and other media

If you are a lonely guy, isolated from today‟s world, your chance to get a job is almost none.


#SMACADCorporate Education Programs

OnDemand Education Program:

On-demand eLearning program

I.e. 6 Lessons, 45 min each

Plus exercises after each lesson

Licenses training material

Instructor Lead Program

Hybrid learning system

Instructor lead workshops

25 attendees per workshop


#SMACAD


#SMACADThe Social Media Director

What should the job description include?

It‟s a master list for a senior business manager

Will he/she need to hire more people?

Not necessarily

But if hiring is on – it may well be

What budget responsibility should the position include?

Think of 25%+ of the general marketing budget

Think HR budget across departments


#SMACADWhat you get with “Mr. or Mrs. Incredible”

What is the expected outcome from this position?

Hiring a senior manager who can collaborate with the senior executives across all market facing departments

A complete and thorough social media strategy that goes hand in hand with the overall business strategy – often times even influences that business strategy

Tangible business results that show cost decrease on the major market facing departments and incremental revenue through advocacy.


#SMACADThe Social Media Director

Plan and execute a holistic social media strategy

Think of a 2 year strategy with a clear goal

Then evolve and create the next strategic milestones for the company


Over 80 strategists and over 5,000 attendees

from a variety of education programs


#SMACAD

Thank You

© 2011 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy.

All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit.

Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057

+1 (650) 384-0057

http://SMACAD.com

Social Media Academy Page and Group

Social Media Academy Group

@smacad

All social presences: http://xeesm.com/smacad

http://smacad.com/

http://smacad.com/

http://xeesm.com/smacad


#SMACAD

About

The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements.

The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit http://smacad.com