New salary and career research from The 2.0 Adoption Council shows social business is maturing.

Better business, designed.DachisGroup

IT TAKES senior level direction TO unleashthe benefits of workforce collaboration

There is a myth in the marketplace that 2.0 adoption can be driven from the ground up, with no formal structure in place for organizational acceptance or strategic imperative. The truth is that our member survey demonstrates that senior level professionals are directing staffs and worldwide teams with engagement strategies and legacy integration programs.

The 2.0 Adoption Council is the premier “club” for early adopters. And while this survey was short — just three questions — the data is very pure. It serves as an impor-tant “mythbuster” in our space.

Discussions at the CEO and Board level regularly involve 2.0 Adop-tion Council members. On average, they are managing million-dollar annual budgets on the roadmap toward introducing social business to their organizations. This is what’s happening on the ground

among people who have self-identified that this is their job.

Depending on the emphasis of the company and its vision, social business can emerge as a strategic imperative in any organizational domain. The mix of our member-ship demonstrates that all work-forces have a uniquely common denominator: quite simply, social business is about people.See the next page for a visualization of the salary data and a few key insights from the survey...

©XPLANE 2011

by XPLANE | Dachis Group

The 2.0AdoptionCouncil

median SALARY: $162,500

KNOWLEDGEMANAGEMENT$200k

$160k

$180k

$140k

$120k

$100k

$80k

$40k

$60k

$20k

SALARY

$220k

$240k

$260k

Who’s responsible for social business?Here are our key takeaways from The 2.0 Adoption Council salary survey.

Better business, designed.DachisGroup

$300,000

HRMedian SALARY: $105,500

ITMedian SALARY: $117,189

$400,000

median SALARY: $121,000

CORPORATECOMMUNICATIONS

median SALARY: $150,000INNOVATION

STRATEGYMedian SALARY: $121,500

©XPLANE 2011

by XPLANE | Dachis Group

OPERATIONSmedian SALARY: $96,750

LEARNINGmedian SALARY: $118,750MARKETING

Median SALARY: $105,000

R&Dmedian SALARY: $80,000

Departmental varietyWhile still well represented, IT departments are no longer the sole purveyor (or gatekeeper) for valuable

productivity, knowledge-sharing and intellectual capital assets. Today, 2.0 transformation in the large

enterprise is fairly distributed throughout departments.

SENIORITYWith 94 member responses, our median salary landed

at $114,750 — Director level. Note how the bottom area of the chart is almost completely empty. Translation: Working on 2.0 initiatives is not a “social sandbox” for

tire- kicking, groundswell, low-level employees.

The 2.0AdoptionCouncil

www.20adoptioncouncil.com | www.xplane.com | www.dachisgroup.com

each dot represents a member’s salary (in U.S. dollars)each area represents the salary span for members’ departments

OVERALL median SALARY:$114,750

VisionInnovation

organizations will be key drivers for social biz (KM too).