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This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
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March 13, 2012 Your Social Media Job is Dead: Now What?
Ana Andjelic – Droga5 Sonny Gill – US Cellular Natalie Rodic Marsan - VaynerMedia Angeline Vuong - HUGE
#SXSMJOBS
@angelineasaurus @sonnygill
@andjelicaaa @rodicka
Why
we’re here.
+75% social media-related
job postings in 2011. #SXSMJOBS Source: Monster.com
Social Media
Managers Coordinators
Strategists Editors
Evangelists Directors
VPs
Developers Experts
Gurus
Ninjas
Mavens
etc…
But…
How much room is there
for specialization? And is it
sustainable?
#SXSMJOBS
Everyone was dying to have a
Flash guru. Now, interest is dying…
Source: Google Insights
Digital strategist. Planner.
Marketing analyst. Account
director. Communications
director. Marketing manager.
Product manager. Customer
insights manager.
User experience lead.
Content strategist.
#SXSMJOBS
2
years as OMMA’s
social media agency
of the year #SXSMJOBS
0
strategists with the
words “social media”
in their titles
Re-thinking
social media
as a profession.
Good marketers
& communicators develop
amazing experiences that
meet brand objectives and
make customers happy.
That’s it.
#SXSMJOBS
#SXSMJOBS
Social spans many departments in
companies with mature programs.
Social
Media
Team
Research
&
Analytics
Marketing
&
Comm.
Customer
Support
Product
Development
#SXSMJOBS
So, is this industry really
obsolete?
Sonny. @sonnygill
Yes. (well, sort of…)
#SXSMJOBS
My social roots:
Digital Jack of all Trades
Social Media Career Development – Infancy > Working Knowledge > Adoption
Business acumen evolution – Understand internal functions – Bridge social & business
#SXSMJOBS
• Tactical
• Platform dependent
• Siloed in community management
Social career plateaus & pitfalls:
#SXSMJOBS
Depends on… Willingness to Evolve
Change in Organizational DNA – Culture – Innovation
Accepting Greater Responsibility – Business decision maker – Leadership – Governance
#SXSMJOBS
Ana. @andjelicaaa
Yes. (definitely)
#SXSMJOBS
#SXSMJOBS
#SXSMJOBS
#SXSMJOBS
#SXSMJOBS
#SXSMJOBS
#SXSMJOBS
Natalie. @rodicka
No. (simply evolving)
#SXSMJOBS
#SXSMJOBS
Social media is just an extension
of building community.
#SXSMJOBS
2 major aspects:
Campaigns are marketing.
Community management
is a lifetime.
#SXSMJOBS
• Strategists: What’s the point we’re trying to convey? What’s the right thing to do?
• Community Managers: Real-time interaction & analysis; amplification
• Analysts: Deeper analysis of efforts & how they tie back into business goals
• The Generalist / Manager: Someone who knows how to manage all of the above and ensure they ladder back to overarching business objectives
Some role specialization is necessary
(this isn’t unique to social media)
#SXSMJOBS
Evolution:
Community
Managers
Strategists
Analysts
Roles spread across organization
Becoming intelligence collectors
Work with all business units to help fuel product development
In short…
• Social media is a toolset. Customer service, PR / communications, marketing and consumer insights existed way before Facebook brand pages, sponsored tweets and Pin It buttons.
• “Social media strategy” is a myth. Specialization is focused on tactics & execution. But good social strategists & managers understand how to go beyond the silo.
• Accept greater responsibility. As digital becomes inherently social & businesses become inherently digital, expertise on digital behavior must also adapt accordingly.
Your social media job must evolve.
Questions.
#SXSMJOBS
Resources.
#SXSMJOBS
http://bit.ly/sxsmjobs
What will the career growth
opportunities be? Which roles
will go away? Which stay?
#SMJOBS
What is the future of social media
within organizations? How will
these roles be structured?
#SMJOBS
How do people who have
social media jobs avoid
being pigeonholed?
#SMJOBS
What do you think will happen
to social media agencies?
#SMJOBS
What social media-related skills
will continue to be valuable to
employers?
#SMJOBS