I have some personal career news that I would like to share: I’m
joining Dell’s Community and Social Media team on April 5th!
leadership and vision in the social media space, including Ideastorm
and their effective use of Twitter. I’ll miss my colleagues at Forum One very much – they are one of the
most passionate and knowledgeable group of folks I’ve ever had a
chance to work with. I know they will continue to do innovative and
world-changing work. I’m proud of what we have been able to accomplish
in the last three years, including our events (Unconferences, Summits
and Business Forums), our research into community metrics,
compensation, strategy and engagement, and being able to work with
clients like The Global Fund, Autodesk, Cisco and the AARP. My homebase will remain in Sonoma with regular trips to Austin, so I
feel like I get the best of a couple of worlds: remaining plugged in
to the community in the Bay Area, but also getting to participate in
the cool things happening in Austin these days. I also look forward to be able to put more energy into the Online
Community Roundtable – http://bit.ly/ocroundtable, a networking group
for community and social media pros which I founded in 2005 while I
was at Autodesk. I’ll continue to blog here, and you can always reach me at billdozer
at gmail dot com.
Photo cred: http://www.flickr.com/photos/skinnyde/146763376/The sacred cows I mention below have been on my mind for sevral months
now, but I was inspired to take action after a community management
panel that I attended at SxSWi. My intention with this post is not to
suggest that we do away these sacred cows, but to start to be critical
of them. I fear that these 3 cows, in particular, are being accepted
as gospel, and those new (and not so new) to online community building
really don’t challenge them. As with many good things gone wrong, these cows all began with good intentions. Cow #1: You don’t own the community, the community owns the community
Original intention: To stop (mostly brand) community hosts from being
overly-controlling of the community, and being too directive of
community interactions. Why this cow should be challenged: No ownership = absolution of
responsibility, and weak or no long term stewardship. The host *does*
own parts of the community experience, and certainly has the
responsibility to create a virtual “clean, well-lit place” for their
brand or organization. Perhaps a better cow would be: “You don’t own
the community, but you have a responsibility to be a good host, leader
and listener”. Cow #2: Start by listening Original intent: Listening was an easy (and fairly passive) way to get
brands and organizations familiar with the social web. Why this cow should be challenged: Ok, this one isn’t necessarily bad,
just a bit misguided. My recommendation to clients is to start with a
conversation about your goals for engaging on the social web. A
listening strategy is key to managing a successful online presence,
but brands and organizations also need to interact. Another disturbing
trend I see with “just listening” is that some brands are wholesale
farming out listening and interaction to their agency of choice, as
opposed to creating direct brand to customer or organization to
stakeholder relationships. Cow #3: Go where your community is Original intent: Don’t just buy a platform and expect your community
to show up – (a.k.a. Build it and they will come). Why this cow should be challenged: Many organizations are doing a poor
job of evaluating the opportunity for community on their own domain,
and are setting up outposts on large social sites like Facebook
because it is relatively easy and (initially) inexpensive. In our
“Participating int he Social Media Ecosystem” research project from
January of 2010, we saw that only about 1/2 (56%) of the participants
had a comprehensive social strategy in place – meaning, only 1/2 of
the organizations had spent time assessing and researching where their
community currently was, and the opportunities for on and off domain
engagement. Assuming that the best place to engage members of your online
community is offsite (say, a Facebook fan page) is probably a big
mistake, and a lost opportunity to help transform a static corporate
site into a more social experience.
Those are my top 3 Sacred Cows. What do you think? And, more
importantly, what are yours?
This extraordinary book explains the engine that has catapulted the Internet from backwater to ubiquity—and reveals that it is sputtering precisely because of its runaway success. With the unwitting help of its users, the generative Internet is on a path to a lockdown, ending its cycle of innovation—and facilitating unsettling new kinds of control.
IPods, iPhones, Xboxes, and TiVos represent the first wave of Internet-centered products that can’t be easily modified by anyone except their vendors or selected partners. These “tethered appliances” have already been used in remarkable but little-known ways: car GPS systems have been reconfigured at the demand of law enforcement to eavesdrop on the occupants at all times, and digital video recorders have been ordered to self-destruct thanks to a lawsuit against the manufacturer thousands of miles away. New Web 2.0 platforms like Google mash-ups and Facebook are rightly touted—but their applications can be similarly monitored and eliminated from a central source. As tethered appliances and applications eclipse the PC, the very nature of the Internet—its “generativity,” or innovative character—is at risk.
The Internet’s current trajectory is one of lost opportunity. Its salvation, Zittrain argues, lies in the hands of its millions of users. Drawing on generative technologies like Wikipedia that have so far survived their own successes, this book shows how to develop new technologies and social structures that allow users to work creatively and collaboratively, participate in solutions, and become true “netizens.”
The Social Marketing Compensation Study was initiated in December of 2009 as a joint research project between the Online Community Research Network and WOMMA. The intention of the study was to get a broad look at the emerging field of social media marketing, and specifically, to explore issues related to compensation and satisfaction in the area of social marketing. Forum One released a report based on the study this week.
We received approximately 224 responses. Participants represent a wide swath of the types of organizations participating in online community building activities, including: large software companies, large community destination sites, niche community sites, platform providers, interactive marketing firms and independent consultants.
A sample of the 220+ organizations that participated include (with their permission):
HP, Nielsen, Community Partners, Satmetrix, ComBlu, Avid, Fanscape, ZAGG, Bumbleride Inc., Vemma, PEMCO Insurance, Xorcom, Procter & Gamble, GlobalGiving, Hallmark Cards, Inc., Culligan, and Open Text.
Several key issues pertaining to the compensation of marketers working in social media surfaced during this report, including:
• On average, the female participants earned an annual salary of $64k, which is significantly lower than the average annual salary for men, which was close to $104k. (Our data set was 58% male and 42% female).
• Less than a third of the respondents, 31% (69), indicated that they received a salary increase in the past 12 months, and 19% (42) said they had actually taken a decrease in salary within the last year.
• On average, participants are somewhat satisfied with their current salary, with an average satisfaction score of 3.2 (where 1 = Dissatisfied and 5 = Very Satisfied) and a median score of 3.5. The male participants, on average, are slightly more satisfied with their overall salary amounts than the female participants.
Other Highlights Include:
Salaries by Gender
On average, the female participants earned an annual salary of $64k, which is significantly lower than the average annual salary for men, which was close to $104k. A large number of female participants indicated that they had a salary range that was less than $50k which brought the average salary lower for the women, whereas the male respondents, taken as a whole, had a much more evenly distributed salary ranges.
Salaries by Age
According to the respondents that participated in our survey, people who are in the age category of 41 – 50 are making the highest annual salary of $117k. The respondents aged 51 – 59 were the second highest salary earners, with an average salary of $109.5k. The lower salary averages belong to the 21 – 25 respondents, who earn an average salary of $28k. The overall average annual salary for all participants was $80.7k.
Less than a third of the respondents, 31% (69), indicated that they received a salary increase in the past 12 months, and 19% (42) said they had actually taken a decrease in salary within the last year.
The Full Report
The full Social Marketing Compensation report includes additional information about job descriptions, departments in charge of social marketing, job satisfaction and other areas related to the emergent role of Social Marketing. To purchase the report ($99), please go to our Research Store.
On March 15, the CauseLab kicks-off a 30-day virtual brainstorm through a new digital co-creation platform called Goodzuma — all in an effort to develop the most powerful, effective, and impactful ideas to end hunger in America.
We are inviting disrupters and innovators from all disciplines to solve three main challenges to ending hunger in America. How do we:
- Design the hunger-free community?
- Humanize hunger using data?
- Accelerate local action?
Participants in the room at SXSWi will use Goodzuma to create and capture their ideas during the daylong session. At the same time, people nationwide can join the brainstorm to edit these ideas or upload their own. After the brainstorm ends, our charity partners will review all the ideas and use the money raised thru WeCanEndThis.com to implement the best ones.
And, our charity partners aren’t the only ones who will benefit. Through the generosity of Goodzuma, we will award a $1,000 Innovation Prize to the person judged to have the best idea and a $500 Collaboration Prize to the person who helps one of the ideas become better.
More details about the CauseLab, the two prizes, and how you can get started will be shared here on March 11.
Join us on March 15 in the Austin Suite (3rd floor convention center) for the in-person experience. There will be two sessions: 9:30 am-12 pm and 3:30 pm – 6 pm. You can attend either or both. Each will begin with a bold challenge to end hunger in America and share a first draft of a roadmap for how that happens. Then, you will get quickly to work on creating and shaping your ideas for how take the idea of a hunger-free America and make it a reality.
Thrilled to have been asked by Anne Mai to help facilitate CauseLab.
- The definition of social media strategy;
- The current scope of community and social media efforts;
- The current state of strategy development;
- The process organizations are using to develop strategy;
- Ownership and governance of social strategy;
- The biggest challenges that executives and teams are facing
What would you add?
- Undertow – REM
- I’m the ocean – Neil Young
- Up the beach – Jane’s Addiction
- Ocean size – Jane’s Addiction
- surfwax usa – Weezer
- My wave – Soundgarden
- The Ocean – Led Zepplin
- Wave of Mutilation – Pixies
- Black Wave / Bad Vibrations – Arcade Fire
- Sea Legs – the Shins
- Team Zissou – Seu Jorge