This document outlines the current state and future of digital marketing teams. It discusses the emergence of new roles like the Community Director to manage customer relationships across social media platforms. The future team structure is envisioned to include specialized centers of excellence for social analytics, strategy, and community management. Teams will also require sector platform specialists and an emphasis on contextual awareness design.
6. The Social
(Media) Marketer
Too often social is called a
“channel” by marketers…
…it must be integrated around the
customer journey
Or obsess about creating some
content novelty to trigger an
avalanche of sharing…
…we must focus on earning
attention, advocacy and action
Or are trapped in transactional
campaign thinking
…we should be always building a
relationship
7. An Integrated
Planning
Approach
Define
Listen
Know
Social Insight
Social Brand
Print
Business
ambition
Create
Search & Behavior
Insight
Community
Management
Drive
Learn
Social Advertising
Social
Experienc
e
Content
Activation
Performance
Measurement
Content Syndication
Digital Media Relations
Optimization
Influencer
Management
9. The Big 5 For
Social / Digital
Marketers
Strategist
Strategy development
Campaign
execution/optimization
Facebook
•Mobile first: ongoing strategy to entice
developers to incorporate Facebook
hooksPOVs - knowledge of
into their apps (Parse). Android
partnership – Facebook Home
social/digital space
•Paid is king: increased volumes of paid,
questions around effectiveness have led
to streamlining
•Graph Search: yet to reach full potential
for brands
Listening/research segmentation: who are my
•Audience
followers?
•Customer service = budget related:
bigger spending brands are the well
20. Team Of The Future
Client
teams
Social
Business
Consultancy
Social
Analytics
Center of
Excellence
Innovation &
Experience
Design
Social
Community /
Strategy
Center of
Excellence
Industry
presence
New
business