The document provides information about hiring a Director of Social Media. It discusses that the Director should create a social media strategy across the company, own the budget for social media tools, recruit and oversee a social media team, coordinate social media campaigns, and provide data analysis to inform company decisions. The Director will also monitor social media trends and represent the company within the industry.

1. How to hire a
Social Media Director
#SMACAD
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2. #SMACAD
Social Media Academy
Social Media Specific Business Education
Over 3,000 participants from 24 countries
Certified Social Media Strategist
Certified Social Media Manager
Corporate Social Media Education
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3. #SMACAD
Social 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% +-
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4. #SMACAD
14,000 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” .
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Over 80 strategists and over 5,000 attendees
from a variety of education programs
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How 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?
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Job 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
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8. THINK
before you make a random selection
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9. #SMACAD
Social Business vs. profitability
Social media engagement * No social media engagement *
Wal-Mart $13B General Motors -$30B
IBM $12B Citi -$27B
Cisco $8B Ford -$14B
Verizon $6B Delta Airlines -$8.9B
Pepsi Co $5B Macy‟s -$4.8B
Walt Disney $4.4B Sprint -$2.7B
UPS $3B US Airways -$2.2B
Wells Fargo $2B OfficeMax -$1.6B
Starbucks $.3B Hertz -1.2B
Southwest Airlines $178M Wendy‟s / Arby‟s -$0.4B
Zappos (n/a) United Airlines (n/a)
* = Based on sentiment analysis (social media monitoring). Company results are from 2009
Millions of recommendations drives billions in revenue
Thousands of rants drive billions of losses
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Social Media Impact Across All Departments
Product Management
Social Media is the most economic way to introduce a
new product
It‟s a perfect seeding ground for a co-creation strategy
Support Group
Augmenting support forces with engaged customers is
very powerful – improving the customer experience
Logistics and Procurement
Trend analysis through a vast open network - think of
the implication to procurement
Sales
With the new influences in the “educated purchase
decision” sales is most impacted by social media
Marketing & PR
The big change in marketing – moving from industrial
media to amplifying user generated content
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Strategic 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
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Methodology 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
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13. #SMACAD
Director 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
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Alternatives
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
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It’s a new world
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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
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It 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?
…
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18. #SMACAD
How 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.
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Corporate 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
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21. #SMACAD
The 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
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What 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.
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23. #SMACAD
The 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
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24. Over 80 strategists and over 5,000 attendees
from a variety of education programs
#SMACAD
© Copyright Xeequa Corp. 2008

25. #SMACAD
Thank You +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
© 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
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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
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