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.

1. 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

2. #SXSMJOBS

3. @angelineasaurus @sonnygill
@andjelicaaa @rodicka

4. Why
we’re here.

5. +75%
social media-related
job postings in 2011.
Source: Monster.com #SXSMJOBS

7. Social Media
Managers
Coordinators
Strategists
Editors
Evangelists
Directors
VPs
Developers
Experts
Gurus
Ninjas
Mavens
etc…

8. But…
How much room is there
for specialization? And is it
sustainable?

10. Everyone was dying to have a
Flash guru. Now, interest is dying…
Source: Google Insights #SXSMJOBS

11. Digital strategist. Planner.
Marketing analyst. Account
director. Communications
director. Marketing manager.
Product manager. Customer
insights manager.
User experience lead.
Content strategist.
#SXSMJOBS

12. 2
years as OMMA’s
0
strategists with the
social media agency words “social media”
of the year in their titles
#SXSMJOBS

14. Re-thinking
social media
as a profession.

15. Good marketers
& communicators develop
amazing experiences that
meet brand objectives and
make customers happy.
That’s it.
#SXSMJOBS

16. #SXSMJOBS

17. Social spans many departments in
companies with mature programs.
Research
Customer
&
Support
Analytics
Social
Media
Team
Marketing
Product
&
Development
Comm.
#SXSMJOBS

18. So, is this industry really
obsolete?

19. Sonny.
@sonnygill

20. Yes.
(well, sort of…)
#SXSMJOBS

21. 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

22. Social career plateaus & pitfalls:
• Tactical
• Platform dependent
• Siloed in community management
#SXSMJOBS

24. Depends on…
Willingness to Evolve
Change in Organizational DNA
– Culture
– Innovation
Accepting Greater Responsibility
– Business decision maker
– Leadership
– Governance
#SXSMJOBS

25. Ana.
@andjelicaaa

26. Yes.
(definitely)
#SXSMJOBS

27. #SXSMJOBS

28. #SXSMJOBS

29. #SXSMJOBS

30. #SXSMJOBS

31. #SXSMJOBS

32. #SXSMJOBS

33. Natalie.
@rodicka

34. No.
(simply evolving)
#SXSMJOBS

35. #SXSMJOBS

36. Social media is just an extension
of building community.
#SXSMJOBS

37. 2 major aspects:
Campaigns are marketing.
Community management
is a lifetime.
#SXSMJOBS

38. Some role specialization is necessary
(this isn’t unique to social media)
• 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
#SXSMJOBS

39. Evolution:
Community Roles spread
across organization
Managers
Becoming
Strategists intelligence collectors
Work with all business
Analysts units to help fuel
product development

40. In short…

41. Your social media job must evolve.
• 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.

42. Questions.
#SXSMJOBS

43. Resources.
#SXSMJOBS

44. http://bit.ly/sxsmjobs

46. What will the career growth
opportunities be? Which roles
will go away? Which stay?
#SMJOBS

47. What is the future of social media
within organizations? How will
these roles be structured?
#SMJOBS

48. How do people who have
social media jobs avoid
being pigeonholed?
#SMJOBS

49. What do you think will happen
to social media agencies?
#SMJOBS

50. What social media-related skills
will continue to be valuable to
employers?
#SMJOBS