Building, Motivating and Managing Your Digital Dream Team

Prepared by: Gemma Craven October 14, 2013

1. The Current Digital Team

1. Emerging Areas / Roles

2. The Team Of The Future

Building Your Digital Dream Team

The Current Digital Team

The Social Customer

Responsive

Committed Trustworthy

Open

The Social Brand

The Social (Media) Marketer

…it must be integrated around the customer journey

Too often social is called a “channel” by marketers…

…we must focus on earning attention, advocacy and action

Or obsess about creating some content novelty to trigger an avalanche of sharing…

…we should be always building a relationship

Or are trapped in transactional campaign thinking

An Integrated Planning Approach

Create Learn Drive

Know Listen Define

B U S IN E S S AM B IT ION

Social Brand Print

Social Advertising

Content Syndication

Digital Media Relations

Performance Measurement

Optimization

Social Experience

Community Management

Influencer Management

Content Activation

Social Insight

Search & Behavior Insight

Group Head

Social & Digital Strategy Lead

(SVP)

Social/Digital Strategist (VP)

Social/Digital Strategy (AD)

Community Manager

Social Listening, Analytics (VP/AD)

Social Creative Director

Content Strategy (VP)

Day-to-Day Community

Creative (AE/SAE)

Real Time Creative Content (AE/SAE)

Social Production (VP)

Listening & Analytics Head

(VP/SVP)

Social Paid Strategist (AD)

Junior Researcher (AE/SAE)

Listening & Analytics (AD)

Junior Research/Analytics

(AE/SAE)

The Talent To Support

8

The Big 5 For Marketers

Facebook •Mobile first: ongoing strategy to entice developers to incorporate Facebook hooks into their apps (Parse). Android partnership – Facebook Home •Paid is king: increased volumes of paid, questions around effectiveness have led to streamlining •Graph Search: yet to reach full potential for brands •Audience segmentation: who are my followers? •Customer service = budget related: bigger spending brands are the well

Campaign execution/optimization

Strategy development

Listening/research

POVs - knowledge of social/digital space

Social / Digital Strategist

Community content amplification

Native advertising

Media partnerships

Responsive ad placement

Twitter Paid Media Strategist

Tumblr

Social Analytics/Measurement

KPIs

Insights & reporting

Data strategy

Benchmarking

Real time marketing

Community content

Integrated planning

Content development

Content Strategist

• Integration on key accounts

• Seat at the table during planning

• Digital leads for projects

• Passion projects

• Cross agency training

• Variety of experiences / routes to

the role

• The Kinkos last minute approach

• One sole creative / social ‘guru’

• Hands-off senior staff

• Trying to shoehorn digital staff

into traditional PR job specs

• Ignoring overall digital literacy levels of all staff

What Works & What Does Not

YES NO

New Roles – The Emerging Talent Need

The Community Director

Google social spine

YouTube Platform Partnerships / Co-innovation

Understanding Mobility & UX

Big Scale Experience Planning

The Team of The Future

Team Of The Future

Social Business

Consultancy

Social Analytics Center of

Excellence

Social Community /

Strategy Center of

Excellence

Innovation & Experience

Design

New business

Client teams

Industry

presence

Contextual Awareness Design

• IMAGE OF NESTLE DAT • VOICE OVER ON WHAT IT IS

Case example ≈

Digital Acceleration for Brands

Sector Platform Specialists

Gemma Craven Email: gemma.craven@ogilvy.com Twitter: @gemsie Linkedin: linkedin.com/gemsiecraven

Thank You – Let’s Connect!