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

Categories: Altimeter, Analyst, Social MediaPosted on February 16th, 2012

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:

Visual information reigns supreme, from video to images to infographics. Mobile and location-based marketing are the second most-cited area into which marketers want to expand content initiatives. Marketers must manage flow and develop the ability to respond in real-time in social channels 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. Budgets must increase to accommodate content channels such as video and mobile that require larger production and development investment. Marketersâ€™ 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? Â 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. Â 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. Â 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. Â We look forward to your feedback as we track how content spreads across multiple tools, channels and mediums.

Content: The New Marketing Equation [ http://www.slideshare.net/slideshow/embed_code/11596374 ]

View more documents from Altimeter Group Network on SlideShare

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Social Business: We’re Just Getting Started

Categories: Social MediaPosted on February 15th, 2012

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:

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

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

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?

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

Categories: Career, Social MediaPosted on February 10th, 2012

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 â€“ who provides leadership, roadmap definition, and governance; and directly influences the spending on technology vendors and service agencies. While this position doesnâ€™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) Â 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:

Career Updates: Read the “On the Move” series where I’ve been tracking this role since 2007. Research Report on this Role: Read Altimeter’s report The Career path of the Corporate Social Strategist to learn the makeup, challenges, and aspirations of this important role. Previous Lists: See the 2011 list, 2010 list of these Corporate Social Strategists and the original list from 2008, which is the primary data precursor for this list and based on a variety of submissions in comments.

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

Airlines/Aviation

Brian Lusk — Corporate Historian at Southwest Airlines Morgan Johnston — Manager Corporate Communication at JetBlue Airways Alma Dayawon — Training Systems and Services Communications Manager at The Boeing Company

Automotive

Kimberley Gardiner — National Marketing Manager at Toyota Mary Henige — Director, Social Media & Digital Communications at General Motors Joe Barbagallo — Manager, Social Media at Volvo Car Corporation

Banking

April Hammons — Social Media Manager at BOK Financial Lee van Loggerenberg — Senior Manager: Social Media Strategy at Nedbank

Broadcast Media

Charles Miller — Director, Digital Care and Social Media / Mobile Smartphone Support Strategy at DIRECTV, Inc. Michael Hall — Director of New Media at New England Sports Network Ryan Osborn — Senior Director, Digital Media at NBC News Nisha Chittal — Social Media Manager at Travel Channel

Capital Markets

Allan Schoenberg — Director, Corporate Communications at CME Group — A CME, CBOT, NYMEX Company

Computer & Network Security

David Kim — Senior Product Manager, Mobile at Symantec

Computer Hardware

Gunjan Rawal — Developer Marketing Manager, Intel AppUp dev program at Intel Corporation Bob Duffy — Social Media Strategist at Intel Tony Ã¬FrostyÃ® Welch — Solutions Manager : Innovations Program Office at HP Ekaterina Walter — Social Media Strategist at Intel Becky Brown — Director, Social Media Strategy at Intel Corporation Chris Byrd — Social Media Strategist – Dell Corporate Reputation & Relations at Dell Cory Edwards — Director, Social Media & Corporate Reputation at Dell Laura Lee Brennan — WW Social Media & Communications Manager at Hewlett-Packard Marta Obrebska Daina — Sr Manager, Social Media Strategy & Programs, EMEA Consumer & Small Business at Dell Winton Ã¬SonnyÃ® Adcock — Sr. Social Media Strategist – PMO – Online Sales & Support Capabilities at Intel Corp

Computer Networking

John Earnhardt — Director, Social Media at Cisco LaSandra Brill — Sr. Manager, Global Social Media at Cisco Amy Paquette — Sr. Manager, Global Social Media Strategy at Cisco Systems

Computer Software

Christine Morrison Roszak — Sr. Manager, Social Media and Corporate Communications at Intuit Claire Alexander — Senior Director, Retail Operations at OPOWER Amy Barton — Marketing Manager, Consumer Services Division at Intel Corporation Adam Gartenberg — Program Director, Information Management Marketing and Strategy at IBM Todd Watson — Social Media and Search Marketing Manager, IBM Software Group at IBM Manish Mehta — CEO at Integridy (a Dell Company) Alison Bolen — Editor, blogs and social content at SAS Institute Mark Yolton — Senior Vice President at SAP Holly Valdez — Marketing Programs Manager at Cisco WebEx Natalie Hanson — Associate Principal, User Experience Design & GUI Development at ZS Associates Vishal Ganeriwala — Sr. Manager Citrix Ready Program at Citrix Systems Betsy Aoki — Senior Program/Product Manager, Social Media at Microsoft Michael Procopio — Social Media Strategist – Social Intelligence Practice at HP Enterprise Services Jamie Grenney — VP of Social Media and Online Video at Salesforce.com Brian Kling — Program Manager, Community & Social Media at Autodesk Kirsten Watson — Vice President, Corporate Marketing at Kinaxis Benjamin Gauthey — Digital Marketing Lead Asia and Pacific at Microsoft Rob Shapiro — Senior Director at Oracle Chip Rodgers — Vice President and COO, SAP Community Network and Ecosystem Events at SAP at SAP Community Network Diane Beaudet — Vice President, Marketing at Webroot Software Kirsten Hamstra — ocial Media Manager at SAS Rob La Gesse — Chief Disruption Officer at Rackspace Hosting Dora Smith — Director of Global Social Media, Industry Automation at Siemens Robert DellÃImmagine — Director of Community at Qualys Charl Pearce — WW Social Marketing at HTC Charlie Isaacs — eServices Strategy at Alcatel-Lucent Desiree Porcaro — Sr. SEO / Social Media Specialist at Ultimate Software

Consumer Electronics

Marcy Cohen — Head of Social Media at Sony Electronics Natalie Malaszenko — Director, Worldwide Digital Marketing & Social Media at Hewlett-Packard at Hewlett-Packard

Consumer Goods

Chris Brashear — Interactive Marketing Manager at Bridgestone Gregory Gerik — Social Media Leader, Global eTransformation at 3M Ed Gawronski — VP, Digital Marketing at Kohls

Consumer Services

Frank Eliason — SVP of Social Media at Citi

Design

Daniel Giordan — Creative Director, Social Commerce at Sears Holdings Management Corporation

Electrical/Electronic Manufacturing

Jessica Kramer — Web / Social Strategist, Product Manager (Web Sites) at Daktronics

Entertainment

Eric J. Oliver — Assistant Director at Directors Guild of America Gayle Weiswasser — Vice President, Social Media Communications at Discovery Communications Chad Kaszer — Director of Social Media at Sony Corporation of America Julie Haddon — Digital Marketing + Social Media Exec at

Financial Services

Robert Lommers — at Rabobank Nederland Jaimee Clements — Social Media Strategist & Sr. Systems Product Manager, eBusiness at AAA NCNU John Refford — VP, Strategic Marketing Technology at Natixis Global Asset Managemen Matthew Lehman — Mobile Business Leader at Progressive Insurance Annalie Killian — Director of Innovation and Social Business at AMP Ltd Shawn Morton — VP, Social Media at JPMorgan Chase Steve Furman — Director, Design, Customer Experience and Social Media at Discover Financial Services Jennefer Meyer — Director Social Media & Digital Marketing Strategies at BBVA Compass Suzanne Stull — Social Media & Brand Manager, E-Business at Discover Financial Services Barbara Faurot — SVP – Communications at Genworth Financial Martha (Rhode) Hayward — Vice President, Social Media at Fidelity Investments Gregory Weiss — AVP, Social Media at New York Life Insurance Company Kelly LaVaute — Social Media / Community Manager at Quicken Loans Sarah Molinari — Director, Social Media at Fidelity Investments Matt Edwards — Social Media Analyst at State Farm Insurance Companies Kimberly Mahan — Director, Emerging Technologies at Genworth Financial

Health, Wellness and Fitness

Bob Stanke — Community Engagement & Social Media Manager at Life Time Fitness

Higher Education

Mike McCready — Web & Social Media Strategist at Lethbridge College

Hospital & Health Care

Jessica Soulliere — Communications Officer at Community Foundation for Southeast Michigan Holly Potter — Vice President, Public Relations at Kaiser Permanente Vince Golla — Director, Digital Media and Syndication at Kaiser Permanente Erin Macartney — Public Affairs & Social Media Specialist at Sutter Health Peninsula Coastal Region: Palo Alto Medical Foundation/Mills Peninsula Health Services Nick Dawson — Administrative Director of Physician and Community Engagement at Bon Secours Health System

Hospitality

Vanessa Sain-Dieguez — Director, Social Media Planning & Integration at Hilton Worldwide Virginia Suliman — Vice President – Websites at Hilton Shannon McDowell — Director, Website Management & Communication, Website Design & Development, Global Online Services at Hilton Worldwide

Information Services

Paul Michaud — SVP, Social Media at Citi

Information Technology and Services

Aneta Hall — Director, Social Media Strategy & Enablement at Pitney Bowes Michael Palko — Principal Trainer – Cadence (Epic) at Duke University Health System Charlie Schick — Director of Marketing, Global Public Sector at Netezza Jack Holt — Director for Policy Analysis at Blue Ridge Information Systems Paul Bove — Social Media Manager at RMCI Bill Pearson — Manager, Intel Software Network at Intel Aaron Tersteeg — Communities Team Manager at Intel Frank Days — Vice President, Marketing at Correlsense Stephen Jio — Global Mobility Online Merchandising and Content Manager at Dell Tiffany Winma — Community and social media strategist at IBM Shane Barnhill — Digital Strategy Manager at Honeywell Alex Romano — Social Media Strategist at Cisco Systems Rick Reich — Technology Strategiest at Citrix Systems Shashi Bellamkonda — Sr. Director, Social Media ( Unique Employee Given Title: Social Media Swami ) at Network Solutions Gurmeet Dhaliwal — Vice President, Marketingâ€ at CA Technologies (formerly Computer Associates) Rawn Shah — Social Business Strategist at IBM Claire Flanagan — Director, KM and Social Business Collaboration and Community Strategy at CSC Karen Manley — Global Head of Social Media at Logica Sarah Goodall — egional Head of Social Media (EMEA) at SAP Cindy Kim — Director of Marketing and Social Media at JDA Software Andreas Maurer — Head of PR Social Media Communications at 1&1 Internet AG

Insurance

Ken Hittel — Vice President, Corporate Internet at New York Life Paul Dillon — Digital Communications Manager at Allianz Global Assistance (formerly Mondial Assistance Dan Brostek — Head of Member and Consumer Engagement at Aetna, INC. Dan Schick — Senior Manager, Knowledge Management at Insurance Corporation of British Columbia

International Trade and Development

Jim Rosenberg- — Head of Online Communications & Social Media at The World Bank

Internet

Kim Snedaker — Social Media Strategist at AAA Club Partners Michael Villar — Senior Marketing Manager – Affiliate, E-Commerce Merchandising and Media at US Auto Parts Network, Inc. Bert DuMars — Vice President E-Business & Interactive Marketing at Newell Rubbermaid Brian Snyder — Senior Manager, Direct Sales and eCommerce at Whirlpool Corporation Juan Andres Milleiro — Consultor en Redes Sociales at The Cocktail Mike Rivera — Social Media Strategist at University of Denver Christina Sponselli — Director of Social Media at University of California, Berkeley Ian Kennedy — Senior Product Manager at GigaOM Angela Losasso — Director, Social Media Marketing at Research In Motion Ed Terpening — VP Social Media Strategy at Wells Fargo Betsy Flanagan — Vice President, Social Media Strategy at Wells Fargo Bank David Meiselman — Director of Digital/Web Strategy at The Hanover Insurance Group Jose Antonio Gallego — Social Media Manager at BBVA Chris Ng — Vice President, Group Strategic Marketing & Communications at DBS Bank Keith Boswell — Director, Digital Marketing Strategy at Kaiser Permanente Jamey Shiels — Director Social Media and Digital Communications at Aurora Health Care Bryan Vincent — Director, Communications – New Media at UnitedHealth Group John B. Moore — Social Media Administrator at Mario Batali / B&B Hospitality Group Diana Plazas — Director, Doubletree Online Marketing at Hilton Rick Wion — Director of Social Media at McDonald’s Corporation Tom Fishman — Director, Social Media | MTV at MTV Networks Gary Koelling — Director Emerging Platforms at Best Buy Vanina Delobelle — Director, eCommerce Product Management at Sears Holdings Corporation Elizabeth B. Closmore — Director of Client Service + Strategy at Sprinklr Bill Johnston — Director of Global Online Community at Dell Len Devanna — Vice President Social Business Strategy at Ant’s Eye View Deanna Govoni — Social Media Program Manager at Cisco Campbell McDermid — Sr Manager Social Media – Consumer & Small Business – at Dell Patricia Klein — Social Media Marketing EMEA at Cisco Steven Tedjamulia — Director of Social Commerce Innovation at Dell Marcus Nelson — Director of Social Media at Salesforce.com Justin Kistner — Director of Social Products at Webtrends Lynn R. Girotto — Sr.Director at Microsoft Venson Kuchipudi — CMO & Founder at Deal Umpire, LLC Doug Kern — VP Product Marketing at Dachis Group Alan Belniak — Director of Social Media Marketing at PTC Tony Dunn — Sr. Marketing Manager, Social Media at VMware Matthew Knell — Social Media Director at AOL Peter Simonsen — Sr. Director, Web & Community at QlikTech Sudha JamtheÃs — Social Commerce at eBay Sherri Maxson — Director, Digital Marketing & Social Media at US Cellular Ted Sindzinski — Advisor (Community Moderator) at SitePoint Forums Niall Cook — Advisor and Co-Founder at Sociagility Ltd

Leisure, Travel & Tourism

Jordan Williams — Director of Marketing, Keystone Resort at Vail Resorts Peter Parkes — Head of Social Media, EMEA at Expedia

Management Consulting

Corey Mull — Senior Analyst at Corporate Executive Board Rick Mans — Social Media Lead at Capgemini Baldev Solanki — MBA at Warwick Business School Matt Singley — CEO (Chief Engagement Officer) at Singley + Mackie Todd Shimizu — Senior Vice President at Ant’s Eye View

Market Research

Michele Frost — Vice President, Web Marketing at Forrester Research

Marketing and Advertising

Bowen Payson — Marketing Manager at Inkling Christopher Bretschger — Interactive Group Director at INK Collin Douma — SVP Global Digital Planning Director at BBDO New York Kenny Lauer — Vice President, Digital Experience at George P Johnson at Stephanie Gaspary — Director, Social Strategy and Creative Services at CareerBuilder.com Yianni Garcia — Vice President, Social Strategy at McCann Erickson Suzanne Stokes — Brand Manager & Strategist: Social Media & Social CRM at MWEB Kristina Bobrowski — Social Media & e-Business Specialist at Dow Corning Amanda Mcfadden — Digitial Engagement Manager at PPG Industries Michael Donnelly — Group Director, Worldwide Interactive Marketing at The Coca-Cola Company Jim Deitzel — Sr. eMarketing Manager at Newell Rubbermaid Marisa Thalberg — VP, Corporate Digital Marketing at The Estee Lauder Companies Louise Doorn — Executive Vice President at Global Services Gareth Hornberger — Global Digital Marketing Manager at Levi Strauss & Co. Debbie Weinstein — Senior Director, Global Media Innovation at Unilever Pete Blackshaw — Global Head of Digital Marketing & Social Media at Nestle Gerard Babitts — Group Leader, Global Social Media at HJ Heinz Debbie (Schultz) Svoboda — Interactive Marketing and Social Media at Pabst Brewing Company Sonny Gill — Social Media Manager at U.S. Cellular Jussi-Pekka Erkkola — Digital Marketing Manager at Valio Esteban Contreras — Social Media Marketing Manager at Samsung Electronics America Michelle Kostya — Senior Manager, Social Media Enablement at Rogers Communications Felix Leander — Manger, Social Media at Research In Motion Michael Rubin — Sr. Manager, Social Media at Redbox Ryon Harms — Director of Social Media at Farmers Insurance Augie Ray — Executive Director of Community and Collaboration at USAA Varsha Shivakumar — Regional Marketing at Encompass Insurance Kelly Colbert — Senior Director, Marketing Strategy at WellPoint Jennifer Merrick — Digital Marketing Manager at WellPoint Jason Diperstein — Digital Asset Manager & Online Strategist at Aetna Ginger Anderson — Web Content & Social Media at Scripps Health Kara Imai — Senior Director, Online Marketing at Hawaii Visitors & Convention Bureau Scott Gulbransen — Director of Social Media at H&R Block Eric Schechter — Social Media Manager at Carnival Cruise Lines Josh Martin — Manager, Social Media at Arby’s Restaurant Group Joe Millward — Digital Communications Specialist at Snowy Hydro Limited Christina Whitlock — Management Supervisor, Social Media at JWT Atlanta Brett Rudy — Marketing Director & Co-Founder at Charity Hop Sports Marketing Amy Worley — Vice President of Marketing for Andrews McMeel Publishing at Andrews McMeel Universal Alexandra Wheeler — vice president, global digital marketing at Starbucks Coffee Company Dan Beranek — Director, Global Digital Marketing at Starbucks Ben Smith — VP/Director, Marketing at Digitas Paolo Mottola — Social Media Specialist at MultiCare Health System Steven Lazarus — Online Manager, Emerging Media at Toys R Us Amy Lamparske — Director, Digital Communications at Walmart Bryan Rhoads — Sr. Digital Marketing Strategist at Intel Corporation Jeanette Gibson — Director, Social Media Marketing at Cisco Systems Inc Annie Rodkins — Program Manager at Intel Corporation Kelly Ripley Feller — Corporate Director of Social Media at Citrix Systems Colleen Swanger — Director: Design | Digital at NCR Zoya Fallah — Global Social Media Marketing Manager, Consumer Brand Marketing at Symantec Stephanie Marx — Digital & Social Media Marketing Manager at Cisco Systems Carolina Velis — Social Media Strategist at Intel Allison Johnson — Global Social Media Marketing at Cisco Systems Carli McKinney — Social Media & Communications Manager at Hitachi Data Systems Sharon Crost — Global Online Marketing / Social Media Manager at Hitachi Data Systems Colleen Seery — Marketing Consultant at ECI Telecom Rebecca Taylor — Social Media Program Manager, HP Enterprise Business at HP Joel Marans — Manager, Design & Delivery at Softchoice Marty Collins — Director of Emerging Media at Microsoft Brian Ellefritz — Vice President, Global Social Media at SAP Maria Poveromo — Director, Social Media at Adobe Systems Lorna Li — Senior Social Media SEO Manager at Salesforce.com Mario Sundar — Sr. Social Media Manager / Chief Blogger at LinkedIn Atom McCree — Digital Marketing Manager at ASG Justin Levy — Senior Social Communications Manager at Citrix Online Katlen Tillman — Community Strategist – Worldwide Partner Group at Microsoft Colleen Carrington — Marketing, Communications, and Social Media Consultant at Carrington & Company Ronan Keane — Social Media Marketing Manager and Digital Marketing Expert at XO Communications Liya Sharif — Sr. Director, Global Communications at Qualcomm Christopher Baccus — Executive Director of Digital and Social Media at AT&T Shawn McPike — Senior Social Media Strategy Manager at AT&T Jamie Pappas — Vice President, Social Media & Public Relations at AMP Agency

Media Production

Adam Kranitz — Senior Manager, Social Communications at Avid

Military

Scott McIlnay — Director, Emerging Media Integration at Dept. of the Navy, Office of Information

Mining & Metals

Mark Kasperowicz — Global Manager, Digital Brand Marketing and Social Media, Corporate Marketing and Branding at Alcoa

Oil & Energy

Maria Amezaga — Global Social Media Manager- Center of Excellence, Communication Strategy at Shell

Online Media

Gwen Peake — Director, Multicultural Digital Marketing – Ford and Lincoln Brands, Uniworld Group at UniWorld Group Jen McClure — Senior Director, Social Media Strategy at Thomson Reuters Laurie Meisel — Manager, Social Media and Digital Marketing at McGraw-Hill Construction Andrew D. Nystrom — Digital Marketing Manager, Social Media at Red Bull Media House Jon Barilone — Community Manager at Digital Media & Learning Research Hub Alana Taylor — Ecommerce Marketing Manager at Panasonic Stacy Gratz — Director, Digital Brand + Social Media at American Express Griffin Hammond — Indy Mogul Executive Producer, YouTube Next Lab at Google Ryan Squire — Director of Social Media at Kindred Healthcare Tracey Black — Manager, Web Center at Sharp HealthCare Robert Michael Murray — Adjunct Professor in Public Relations & Corporate Communications at Georgetown University Kelly Owen — Social Media Manager | Social Media Strategist | New Media Designer at Fox Entertainment Group Matthew Milner — Entrepreneur In Residence at Hearst Digital George Assimakopoulos — Vice President, Digital Media Services at Penton Media Renee Willet — Manager, Social Media Marketing at The Weather Channe Winnie Hsia — Marketing Manager at Infochimps Daniel B. Honigman — Co-founder at Old Media, New Tricks Fred Ã¬FritzÃ® Alberti — Director of Social Media at Salem Web Network Karen Wickre — Editorial Director at Twitter Nicholas Polt — Manager, Web Marketing at MicroStrategy

Package/Freight Delivery

Debbie Curtis-Magley — Public Relations Manager at UPS

Photography

Jennifer Cisney — Chief Blogger and Social Media Manager at Eastman Kodak

Public Relations and Communications

Kelly Colgan — PR Manager at Identity Theft 911 Scott Monty — Global Digital & Multimedia Communications Manager at Ford Motor Company Matt Anchin — Senior Vice President, Global Marketing & Communications at Nielsen Alison Buckley — Corporate Communications Professional at Dow Corning Philippe Borremans — Chief Social Media Officer at Van Marcke Bonin Bough — Sr. Global Director of Digital and Social Media at PepsiCo Kevin Hunt — Social Media Manager at General Mills Derek Brookmeyer — Marketing Manager, Americas at Dolby Laboratories Dan Anderson — Engagement Manager at Dachis Grou John Pope — Director, Communications at Nokia Lanie James — Social Media Coordinator at Chesapeake Energy Rhonda Sloan — Associate Director – Web and Online Strategies at SunAmerica Financial Group Matt Kelly — Digital Associate at Weber Shandwick Lee Aase — Director, Center for Social Media at Mayo Clinic Ginger Pelz — Communications Coordinator at DaVita Joe Curryâ€ — Social Media Manager, Communications at Target Kevin Arata — Director, Online and Social Media Division at U.S. Army Mike Boehmer — Media Manager at Catholic Health Partners Kate Farber Gold — Social Media Director at Scripps Networks Shauna Causey — Social/Digital Media at Nordstrom Jessica Gioglio — Public Relations and Social Media Manager at Dunkin’ Brands Richard Binhammer — Director, Social Media and Community at Dell Ken Kaplan — Writer, Story Producer Intel Free Press and New Media Strategist, Intel Global Communications at Intel Corporation Adam Christensen — Marketing Director, Social and Digital Communications at Juniper Network Kerry Bridge — Social Media Manager, Global MB at Dell Matt Hicks — Corporate Communications at Facebook Kris Kozamchak — Head of Corporate Relations (US & Canada) at BT Global Services Keith McArthur — Vice President, Social Media at Rogers Communications Heather Thoms — Senior Communications Specialist at Tellabs

Publishing

Jodi Gersh — Director, Social Media at Gannett

Retail

Nick Ayres — Manager, Social Marketing at IHG Tracy Benson — Sr. Director, Digital Marketing, Interactive & Emerging Technologies at Best Buy

Semiconductors

Matt Ceniceros — Director, Global Media Relations at Applied Materials Shanee Ben-Zur — Social Media Strategist and Manager at NVIDIA Laurie G Buczek — Manager, Enterprise Marketing at Intel Corporation

Sports

Liz Valicenti — Director Interactive Marketing at Titleist

Telecommunications

Eran Barak — VP Strategy & Marketing, GSS at Amdocs Petra Neiger — Senior Manager, Digital and Social Media at Cisco Gail Lyon — Global Internet & Social Media Manager at Siemens Enterprise Communications Colin Burns — Social Media Strategist at AT&T Bill Strawderman — Executive Director, Online B2B Marketing at AT&T Trish Nettleship- — Business Social Media lead at AT&T Josh Ã¬SippÃ® Sippola — SMâ‰¤ (Social Media Strategy Manager) at CenturyLink

Utilities

Laura Price — Social Media Manager at British Gas

Venture Capital & Private Equity

Jacob Mullins — Investment Professional at Shasta Ventures

Wireless

Cindy Dingethal — Manager, Global Operations and Planning at Research In Motion

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

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Google+ Has a Perception Problem

Categories: Google+Posted on February 9th, 2012

Remember that smart kid who sat in the front of the class, but was ignored by the cool kids? Thatâ€™s a good metaphor for what Google+ is going through.

Iâ€™ve heard from corporate social strategists I should be cautious about how much time and how frequently I discuss this nascent social newtork, and I spoke to media from a Tier 1 this week who said â€œdoes anyone even go there anymore? It seems like a wastelandâ€. Furthermore takeÂ this damning image which has been viewed 11k times suggests Google+ is filled with Google employees â€“and thatâ€™s about it. In fact, in our data on Super bowl ads, not a single ad by the world’s largest brand even mentioned Google+, an indicator of what the rest of the ads could look like for 2012 in this Facebook centric market.

Why Google+ suffers from a perception issue:

Facebook IPO buzz leaves little room for Google. As analysts, we feel this quite heavily, in fact, we’ve been interviewed by many media about the Facebook IPO. in the last 30 days, I can recount on one hand a conversation with press and media about Google+ Google+ doesn’t have the full backing of brands. Google+ Brand pages are substandard, forcing brands to double down on Facebook: Â The brand pages lack a platform (although their recent partnerships indicate feature rich apps are coming) and their gaming network is limited. Â Brands also are skittish to open yet another conversation area to manage and engage in, when resources are low. Strong growth numbers still dwarfed by Facebook, 16 to 1. Even with 60m members and growing, thatâ€™s less than 7% of Facebookâ€™s 845m, despite making these big gains since Oct, this social network is still dwarfed by Facebook’s international spread.

To win, Google needs to focus on public perception beyond just building a platform. Google+ continues to integrate the social features with the newly updated homepage on Google.com and we should continue to see it span across their set of products now that theyâ€™ve consolidated their profiles which has caused privacy woes. Google knows they must make their social platform work, to meet the needs of the modern web, as advertising dollars shift to other social networks. Â They must not only double down on building a successful platform for users, brands and their business model, but must also do proactive media, press and influencer outreach.

Related: Although Jesse Stay agrees (he runs social at a global org and wrote a book on Google+) John respectfully suggests my perspective isn’t reality.

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Hey Retailers! Refine That Mobile Marketing Strategy (Altimeter Report)

Categories: Altimeter, AnalysisPosted on February 7th, 2012

This latest Altimeter Report, by my colleague Industry Analyst Chris Silva, focuses on how companies must develop a mobile marketing strategy. It sources research from 26 ecosystem contributors including brands, agencies, and technology providers. To learn more about this report, please register for the webinar in which Chris will provide deeper knowledge from the report.

This report is powerful in a few ways, it indicates the growth the in space, referencing that 45% of all mobile phone users are carrying a smart phone, and the growth rate for tablets is 23% annually.

The report also indicates how some marketers are missing the market to reach to the connected consumer, citing examples how retailers and restaurant companies created apps that didnâ€™t direct them to their stores, a missed opportunity.

Above Graphic: Mobile App Maturity in Three Phases

Yet beyond the mis-steps of retail marketers, this report provides a maturity framework segmented into three major steps, and a point based system that brands can use to self-assess their quality. Lastly, youâ€™ll find a breakdown in roll out steps from plotting the impact of strategy, choose business impact, choose application type, add features, extend platform support, then finally globalize.

This is Open Research: Use it, share it, and weâ€™ll publish more, the full report is embedded below, which you can download, use and share with attribution. I’ll be working closely with Chris in future research projects, so I recommend you follow Chris on Twitter, and contact him at chris at altimetergroup dot com if you’ve further questions on the mobile landscape.

Make an App for That: Mobile Strategies for Retailers

View more documents from Jeremiah Owyang

Related Resources

IBM Coremetrics, the Metric System blog shared insights IBM’s Social Commerce blog shares thoughts Chris Silva’s post on the Altimeter Blog. Chris Silva’s blog Charlene Li shares her experiences as consumer at retail experiences Alan Webber discusses this next report Rebecca Lieb approaches the report from a content perspective. Creative Agency secrets, reviews the report

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Five Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements

Categories: Admin, AdvertisingPosted on February 6th, 2012

By Altimeter’s Jeremiah Owyang, Brian Solis, and Zak Kirchner

Findings: Five Trends Indicate Cross Channel Integration a Mainstay. Super Bowl ads, while only representing the nationâ€™s largest consumer facing ads are a bellwether for advertising trends for the remainder of the year. To best understand these trends, Altimeter Groupâ€™s research team analyzed each Ad in real time, and conducted analysis to best understand the advertising trends for 2012. Â Using Chicago as a middle ground, we reviewed all ads from kickoff till the game clock expired and found that trends out of 87 advertisements.

Trend 1) Brands Heavily Invested in Promoting Traditional Websites Trend 2) Surprisingly, Many Did Not Promote a Call-To-Action Trend 3) Only a Sixth of Ads Explicitly Promoted Social Media Trend 4) Hashtag Marketing Emerged to Stimulate Continual Engagement Trend 5) Cutting Edge Marketers Teased with New Marketing Tactics, including Shazam

Above Graphic One: 2012 Superbowl Ad Analysis: Less than one-third of Ads don’t promote cross channel

2012 Superbowl Ad Analysis: Corporate URLs still reign supreme

Above Graphic Two: 2012 Superbowl Ad Analysis: Less than one-third of Ads don’t promote cross channel

Rather than push for fans and followers on social sites, brands invested in promoting traditional websites, and experimented with new forms of engagement like applications, Shazam, and even promoting hashtags. We found five trends:

Trend 1) Brands Heavily Invested in Promoting Traditional Websites
We found that 49% linked to a corporate website URL, also 9% linked to a microsite URL for a total of 57% of all Ads linking to traditional URLs. This standard deployment comes at no surprise, as a call to action is often needed for advertising ROI, and traffic surges are often the most common way to measure this. Surprisingly, despite many game watchers having multiple devices on in tandem to the TV, a whopping 32% did not have any online references to either a URL, or even a social site.

Trend 2) Surprisingly, Many Did Not Promote a Call-To-Action
In a surprising move, brands did not have a direct call to action. In fact, 32% did not link to any social site or URL as listed in trend 1. For example Chryslerâ€™s Imported from Detroit showed the logos of their car lines, but did not have any URLs. Likely this is due to high brand recognition of brands, and the goal was to drive awareness, consideration â€“but not drive leads or intent on a website. Why did brands do this? We believe for a few reasons: to drive conversation among friends, or to make an impactful statement, or lastly because we live in a Google world, consumers can readily find URLs without being prompted.

Trend 3) Only a Sixth of Ads Explicitly Promoted Social Media
We define this instance as Ads that showed their social networking accounts like Facebook, Twitter, or even hashtags in text, or sometimes even written on signs in the ad content itself. Â Unlike previous Super Bowls where consumer generated ads were infused with traditional ads, we saw less than expected integration of content from the crowd. This year, we didnâ€™t see any explicit mentions of content that was created by the crowd. Furthermore we found low integration with social media, in fact, 16% of brands linked or mentioned their social networking accounts. Among them 11% linked to Facebook, 2% to Twitter. We did not capture any integration with Youtube, Linkedin, or Google+. Â Despite the low explicit mentions of social in the Ads, nearly all of the ads are cross-posted on YouTube.

Trend 4) Hashtag Marketing Emerged to Stimulate Continual Engagement
While Twitter helped to promote their platform with the Twitter Ad Scrimmage (which lists more hashtags than we saw in-Ad), we found that 6 ads explicitly promoted hashtags (total of 7%), and only 2 brands promoted their Twitter accounts (2%). Â Interestingly, when hashtags were deployed, we found that traditional URLs nor a request to fan or follow. To highlight, General Electricâ€™s Ad focuses on how their technology is a key component of the beer value chain, pointed only to a hashtag â€œ#whatworksâ€ rather than promote a URL or a social networking account. I asked GEâ€™s Twitter account why they did this and they responded to me in Twitter â€œ@jowyang It’s all about shared conversation tonight (and tomorrow). We want to hear from people. #whatworksâ€ This sea change in tactics is an indicator of how brands want to extend the experience beyond the expensive 30 second Ad to an ongoing permanent discussion. Additional hashtag engagement was found by Budweiser pushing #makeitplatinum (in two ads, by our count), Audiâ€™s #SoLongVampires, Best Buyâ€™s #betterway, and underwear line using #beckhamforhm. Â These investments appeared to pay off as bothÂ Budweiserâ€™s â€œ#makeitplatinumâ€ and Audiâ€™s #SoLongVampires became trending topics minutes after their ads published, there was no indicator that either were sponsored.

Trend 5) Cutting Edge Marketers Teased with New Marketing Tactics, including Shazam
Beyond promotion the traditional website, microsite and social media account, brands have started experimenting with promoting new forms of marketing engagement for a total of 11% total incidence. To extend the experience, 3 ads promoted applications (often showing on an iPhone like Citibank’s Ad), 3 promoted SMS interaction, and GoDaddy promoted a QR code. We found that brands were integrating Shazam, a music finding application. In particular, Elton John in an Q1 Pepsi Ad was the first to promote this integration, encouraging further interaction by downloading media. Although not emerging, in the traditional sense, Etrade even promoted their phone number, which likely drove direct engagement. Brian Solis notes that this extends the experience and audience now becomes more engaged by downloading and consuming media beyond the game day.

Summary: Promoting Traditional Websites Still King –Social Integration Nascent
A majority of efforts had a focus on making a market impact by asserting new positioning, and linking to traditional websites and microsites. Â Unlike previous years which pushed CGM in Ad content, or a direct push to fan and follower, brands in 2012 were more focused on engagement in social media, extending the life of the campaign. Â A set of brands didn’t promote any cross-channel engagement, instead focusing on a powerful message, which we should expect to be a trend as brands can be found in every channel, esp aided by search. Â Â New forms of marketing are emerging that result in integrating data from applications, as well as mobile experiences, that we’ll continue to see pioneer through the year.

Methodology:
Altimeter Group, a research advisory firm, had a team of researchers including Jeremiah Owyang, Zak Kirchner, and a third party oursourced resource for independent data collection take note of each advertisement and notate if they linked to a URL, (corporate website or microsite) mentioned social media, or used other tools in the Chicago area, which is mid-country. Secondly, Altimeter retrieved a list of brands that were advertising and was able to retrieve Facebook fan and Twitter follower numbers in order to compare pre versus post (stay tuned). Scope of ads captured were post-kickoff, to end of game when game clock expired. We did not use ads mentioned by NBC during the game highlights. We found that some ads were localized for the Chicago market vs other markets, however the ratios and trends cross-country are likely accurate. Â In the spirit of Open, we’ve made the data public on Google Sheets.

Update: AdRants has commented on the data. Update: This data mentioned on USA Today.

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P&G Layoffs Signal Focus on Digital Industry

Categories: Social MediaPosted on February 4th, 2012

Last week was a tremendous change, giant marketer P&G announces 1600 layoffs as they reduce jobs in various roles, and instead shifting budget to digital marketing. The CEO, when pressed, indicates a strong focus on digital marketing, citing:

“In the digital space, with things like Facebook and Google and others, we find that return on investment of the advertising when properly designed, when the big idea is there, can be much more efficientâ€ -Bob McDonald, Chairman-CEO, P&G

Yet this is a trend, as P&G had previously cut advertising spend on soap operas on traditional TV, and continues to grow their social marketing efforts such as the wildy successful Old Spice campaign franchise.

Three Industry Impacts:
The industry should see this as a bellwether moment. This spending giant has significantly shifted funding towards digital marketing, and marketers should take note as it indicates that digital marketing will:

See an increase in spend in overall digital marketing. Overall this is an indicator of continued growth towards digital which includes mobile, web and social. In fact, a recent report indicates the overall digital spend to be $40.6 billion. Yet within this, mobile is a fast mover with a growth rate of 50.2%, to a mere $1.8 billion, while social technology and service will rise by 33.3%, to $2.1 billion.

Makes marketing accountable, through analytics and tracking. Unlike traditional mass advertising and carpet bombing styles of marketing, digital marketing can be instantly tracked providing analytics to decision makers, and eventually helping marketers to course correct an effort in real time. Expect future generation analytics software will start to be predictive –rather than just historical.

Will need to integrate paid, owned, and earned. Yet despite the shift towards digital, the savvy agencies and marketers are already thinking in an integrated fashion to use these tools cross channel, cross experience, and cross audience. We even saw for one of the first times, P&G is experimenting cross-brand, by inserting Old Spice into the Bounce category.

As Jeremy Epstein notes, this all comes on the eve of this week’s massive Facebook IPO, where most revenues are generated by advertisements on this social network. The savvy already know to get with the changing times, or get ready to dust off the resume. Update: Thanks to Gerry Corbett for first bringing this to my attention during a conference we were both at.

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People on the Move in the Social Business Industry, Jan 31, 2011

Categories: Career, On the movePosted on January 31st, 2012

More jobs are coming in on the Web Strategy job board, see right nav, or see the full listing. In particular, AAA is hiring quite a few community managers, hear from their social strategist, Kim who’s listed below as getting promoted at the firm.

Both the submissions on this job announcement board, as well asÂ 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,Â see the archives, which I’ve been tracking since Q4, 2007.

People on the Move in the Social Business Industry:

Kim Snedaker is promoted at AAA Club Partners (a division of AAA) as Social Media Strategist Responsible for establishing and leading a Social Media Center of Excellence for one holding company of 10 AAA Clubs. Â I’ve had the pleasure of spending time with Kim and she’s truly an Open Leader at her company with social strategy, well deserved, congrats. Paul Berry, former CTO of HuffPo leaves to startup Rebel Mouse, congrats! Catherine Merritt joins OLSON as Account Supervisor of Emerging Media Join OLSON’s emerging media team to spearhead client efforts within the social and digital space. Marc Snyder joins H+K Strategies as Director, Social media and digital communications Advise clients on best ways to use digital in their PR strategies Kristin Hersant joins Echo as VP of Marketing Leads branding, messaging development, awareness building and demand generation. I’ve had the chance to work with Kristin and have been impressed with her professionalism, congrats on both teams. Sarah Barnes joins Zale Corporation as Social Media Specialist Manage and lead strategy for social media program to effectively build audience and drive multi-channel revenue for multiple brands. Stacy Freedman joins Jun Group as Director of Sales driving social video sales on the East Coast and in the Southeast Caitie McCune joins Jun Group as Account Coordinator, Caitie will be interfacing with clients, working with the sales team on new business development, and managing projects Hal Wendel joins Passenger as Vice President Sales & Business Development Wendel will oversee Passengerâ€™s sales and business development teams, and work with Passengerâ€™s world-class roster of clients as well as potential clients on providing social brand communities and innovation tools. Keith Jason joins Barratts as Seo/Social search executive Social media and SEO Jane Franklin joins FreshNetworks as Client service director Working across the whole client portfolio, Jane is responsible for ensuring the FreshNetworks accounts team deliver the strategic consultancy and high quality deliverables that clients have come to expect. Brett Barash joins Edelman as Vice President, Digital Oversee digital and social media strategy for the Southeast region, based in Atlanta. David Vinge joins Bridgz Marketing Group as Director of Interactive Services Vinge will be the lead strategist for digital services to Bridgz clients, including website development, interactive advertising, search engine marketing and social media. Bill Jones joins Fisher Printing Inc as Social Media Manager Implement, Nurture, and Further Social Media Channels for Existing Print Customers as Fisher Printing Takes to the Internet and Goes Digital Kyle Lacy joins ExactTarget as Principal, Marketing Research and Development and will be focusing on the development of educational and inspirational interactive marketing content for ExactTarget clients, partners, prospects, and employees through print media, online media, and events. Cat Fraser joins BLOOM Worldwide as Head of Social Business Intelligence Set up of Social Business Intelligence practice; development of products and solutions to meet business data and insight demands; advocation of social business intelligence; social business consumer and brand strategy; new business planning; personal and team brand management David Pollett joins GraphEffect as Vice President of Sales In his role at GraphEffect, David will oversee all aspects of sales strategy and revenue performance nationally. Jennifer Cooley joins GraphEffect as Vice President of Marketing and Business Development Spearheading marketing strategy and brand innovation at GraphEffect, Jennifer will drive the company’s corporate and product positioning, branding and identity, public relations and demand generation campaigns.

Submit a new hire:

Submit a new hire that’s ‘on the move’ with this easy-to-use online form.

Seeking a job?

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

Additional Resources:

Community Manager Facebook Group Community Manager Appreciation Day (Every 4th Monday of Jan, yearly) List of corporate web strategists and community managers for 2010 List of agencies and consultants by Altimeter Group Social Media Headhunter: Career advice, job postings and services New Media Hire community by Jim Long and team

Please congratulate the new hires by leaving a comment below.

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A Worldwide Salute to Community Managers

Categories: CMAD, Community ManagerPosted on January 23rd, 2012

Itâ€™s the third annual Community Manager Appreciation Day (every fourth Monday of Jan) and Iâ€™d like to salute the folks working on the front lines at companies big and small leading the charge.

These folks are critical in the change as companies have moved from the static website to the dynamic human focused social business weâ€™re seeing across every agency.

Charged with the following four key responsibilities: a community advocate, brand evangelist, savvy online communicator, and involved in shaping future products and services they’ve got their hands full. This exciting new role is common at many companies within the social media team, see composition of a social media team, and how community managers fit in.

Yet despite the sexyness of the modern day community manager job, these roles arenâ€™t just â€œplaying on Facebook all dayâ€. Theyâ€™re plagued with dealing with customer issues after hours (the â€œburnoutâ€) , and on weekends, learning to manage undesirable community members, and trying to balance the needs of customers and sometimes conservative corporations unwilling to lean towards social.

Despite the upsides, and challenges, thereâ€™s a bright future for this role, as they learn to measure based on business goals, tap into the emerging outsourcing service providers, and extend beyond marketing and support to helping define future products based on real-time customer feedback.

A salute to you, Community Managers!

Related Resources

Get engaged, converse with the #CMAD tag on Twitter. Wikipediaâ€™s recognition of CMAD 2011 Annual Community Manager Appreciation Day 2010 Annual Community Manager Appreciation Day Radian 6 has stats from the impact of the event Next year, CMAD will be Jan 28th, 2013, mark your calandar

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