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Organizational Structure

Page history last edited by Rick Mahn 15 years, 10 months ago

 

Organizational Structure

 

Internal Structure

 

  1. Are social technologies lead by the marketing, interactive, or product management organization?
  2. How do you integrate the social media efforts with the traditional marketing efforts?
  3. Is there an internal panel of individuals within the organization who collaborate on social media initiatives in order to create synergy and reduce overlap? If so, what organization leads this panel?
  4. Has your organization created a senior management position for social media strategy and services? Example Ed Terpening VP, Social Media, Wells Fargo.
  5. What kind of support do these types of technologies have at the C Level within your organization?
  6. Do you have an internal social media evangelist who works as the community manager within the organization to build community, educate, train, and evaluate technologies and results?
  7. Does this person also work externally with customers as public facing community manager?

 

Community Manager Role

  1. What kind of criteria do you use to hire these types of individuals who are hard to find?
  2. Do you hire for an internal facing position first, then expand it to outward facing in addition? Or do you think it's better to hire for a position that directs their efforts internally & externally?
  3. Do you find conflict from top down structure and bottom up innovation internally regarding social media deployments? How are the conflicts overcome? 

 


 

 

US Interactive Marketing Forecast, 2007 To 2012 - Expect $61 Billion By 2012 As Marketers Distribute Spend Across Channels

Shar VanBoskirk - Forrester Research

 

The CMO will come from interactive. No doubt, interactive marketing is gaining executive visibility as much for its popularity with young consumers as for its measurability and cost effectiveness. Companies like Target are finding that their interactive marketing teams are at last helping to define their company’s customer strategy. While this will be a refreshing development for long-suffering interactive veterans who have struggled for a decade to establish interactive media’s credibility, we believe that a class of marketers will actually embrace interactive as their ticket to the executive spotlight. Look for young, aggressive marketers currently at the director level to involve themselves with a few high-profile interactive experiments via emerging channels like social media and online video. Success with these initiatives will secure the endorsement of the CFO and CEO and catapult these whippersnappers into the CMO seat.

 


 

“Retirement of baby boom workers. As millions of baby boom workers begin retiring in the next three years, the loss of tacit knowledge will put substantial pressure on most industries and send firms looking to Web 2.0 tools to help smooth the transition.20 Those industries hardest hit by retirement will be among the strongest adopters of Web 2.0 tools. The younger workers coming in to replace retirees are much more likely to use Web 2.0 tools in their personal lives and expect to use them at the office."

 

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