Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In fact, this is the second time this month I’m posting this “On The Move” post due to submission volume. Clearly, there is more activity happening in the industry from my perspective, and I expect for this to continue, as we near planning for 2011.

In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which go back a few years.

People on the Move in the Social Business Industry

• The social media powerhouse Louis Gray now joins My Sixth Sense as the VP of Marketing, congrats.
• George P. Johnson Experience Marketing Appoints Kenny Lauer Vice President, Digital Experience.  I’ve worked with Kenny on personal projects and now in a professional relationship, and have been consistently impressed with his energy, spirit for new media, and willingness to connect and work with others.
• David Parmet, who’s been in this industry as long as I can remember, joins Converseon as Director of Communications Managing the agency’s public relations and marketing efforts.
• Colleen Carrington, joins as the new Online Mktg Mgr/Social Media of Concur Technologies.
• Dan Huss joins Digitaria, a digital agency as Account Strategist Account Strategists at Digitaria bridge the gap between business vision and tactical delivery. The strategist is dedicated and accountable to the client and remains a consistent layer, providing strategic leadership across multiple initiatives
• Joakim Nilsson joins Mangas Gaming Group as Head of Social Media Responsible for social media strategy for the Mangas Gaming brands, BetClic, Expekt, Bet-at-home, Everest.
• Jim Larrison joins Influentials.net General Manager & President Ex-Adify exec has been tapped to build a new business for Cox Media Group focused on the intersection of Brand Marketing and Social Media.
• Su Amaranayaka joins MYOB Online Community Manager Drive the use of online communities for support and marketing.
• Josh Pelz Gansevoort Hotel Group Social Media Manager Consumer engagement
• Mario Arauz joins Pan American Games Guadalajara as 2011 Social Media Strategist Social Media Strategist, Web Strategy, Program Manager
• Stacy Van Meter joins Deluxe Corporation Talent Community Manager Lead the social, mobile and new media strategy for Talent Acquisition
• Tom Diederich joins Ninety Five 5 as Community Manager Manage the company’s new 5 Online community and Ninety Five 5’s social media strategy
• Matt Thomson joins Klout as VP, Platform Define the business model and help with partnerships.
• Timothy James Dimacali joins GMANews.TV as Online Community Manager Development and management of social media strategies for news gathering and reporting.
• Myles Kleeger joins Buddy Media as General Manager, Strategic Brand Partnerships to oversee Buddy Media’s biggest and most important brand partnerships with global marketers who are looking to establish and grow their presence on Facebook around the world.
• Eric Lituchy joins Buddy Media as VP, Digital Marketing to oversee all of Buddy Media’s digital, email, search marketing, as well as demand generation, website strategy and optimization.
• Joe Ciarallo joins Buddy Media as Director of Communications to lead all media interaction and strategy and oversee company communications.

Submit a new hire

• Submit a new hire that’s ‘on the move’ with this easy-to-use online form.

Seeking a job?

1. See the Web Strategy Job Board, which includes paid submissions from the top brands in the world.
2. Community Manager jobs by Jake McKee
3. Social Media Jobs by Chris Heuer
4. Social Media jobs, filtered by SimplyHired
5. Social Media Job Network by James Durbin
6. 25 places to find social media jobs by Deb Ng

Additional Resources

• Community Manager Facebook Group
• Community Manager Appreciation Day (Every 4th Monday of Jan, yearly)
• List of corporate web strategists and community managers for 2010
• List of agencies and consultants by Altimeter Group
• Social Media Headhunter: Career advice, job postings and services
• New Media Hire community by Jim Long and team

Please congratulate the new hires by leaving a comment below.

Left: The crew at Hawaii Public Radio, Oahu.  Left to Right: Ryan Ozawa (@hawaii),  David Lau (@synwpn), Kara Imai (@hawaiikara), Jeremiah Owyang (@jowyang), and Burt Lum (@bytemarks)

How to hotels, restaurants, attractions, airlines, entertainers and cruise ships use social media to connect with tourists?  Listen in to find out.

Thanks to Burt Lum (Twitter) and Ryan Ozawa (Twitter), the hosts of the long running tech show called “Bytemarks Cafe” on Hawaii Public Radio. At the Hawaii Tourism Conference in Oahu two weeks ago, I had the pleasure of presenting a primary research findings from a project Altimeter was contracted to do (with my colleagues Alan Webber and Christine Tran) on the socialgraphics of Hawaii tourists. I was joined on the call by Kara Imai (Twitter), head of digital and therefore social media at Hawaii Visitors Convention Bureau (HVCB) who hired us for this primary research project.

Listen in to this podcast to hear how social media impacts tourism, especially for marketing destination organizations.  We get past the news and start jumping into this topic at 20 minutes into it.

Click this player (Below) to start the audio

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(59:00)

Key Takeaways:

• Finding out how your target customers use social media (Disclosure: Altimeter was hired by HVCB to conduct socialgraphics research), and where they are online is the first step in a social business strategy.   We call this socialgraphics, learn more about it here.
• Mom and pops, small businesses, and even large hotels can benefit from social media.
• What happens at the destination (and how people rate their experience, even in real time) is a form of marketing.

True to living social media and travel research, I uploaded pics, which we found in the research is common, if you have questions on the whereabouts leave a question in Flickr and I’ll respond.  Someday, I hope to make Hawaii a second home, yet see my current personal goal called #OperationBluewater.  I’m at 10/30 days this year.

Kit Kat got a lot of flack from the Greenpeace brandjacking, yet, I wanted to point out a marketing campaign where they leveraged popular news mentions. What was interesting is they used a simple email and some doctored photos, on Good Friday in the Netherlands (a country in which 45% are not religious)

A few questions: When consumers find out this was a hoax, does this create distrust? Does tapping into market memes demonstrate being in tune with your market? Would it have only worked in a country where a large portion are not religious?

Whether sacrilegious or brilliant marketing, perhaps it can only work in the Netherlands –it would have never worked in the US, You be the judge, I look forward to hearing your comments. (link via Donald Lim, who shared this at the IMMAP workshop)

Data is important. It helps us to guide our decisions based on facts –not just gut instinct. Lately, this data from eMarketer (thanks Scott Monty) has been floating around the web, and I want to add my own thoughts. Having conducted similar trust research, or seen the data from others, much of this is confirmation to what we already know. I do however want to provide my additional insights to how I interpret the findings.

Further Analysis: Sources of Information Users Trust

• Tally: People Trust People They Know: When I was at Forrester, similar research was launched, showing that blog posts (often by people you don’t know) weren’t as trusted.  This data shows that blog post (item 1) from people you do know show a higher degree of trust.  Item 2 and 3 also show upticks in trust increasing from people you know.  I added up the positive trust (trust completely and trust somewhat) to aggregate sources of trust, you can see that eMarketer also segmented it the same, here’s my tally:
  • Friend: Blog Posts from those you know = Positive is 64%
  • Friend: Posts by friends in Facebook = Positive is also 64%
  • Friend: Tweets from friends = Positive is 45%
  • Brand: Blog posts by a brand = Positive is 36%
  • Brand:Posts by a brand in Facebook that you follow = Positive is 41%
  • Independent: Fellow community member = Positive is 37%
  • Brand: Brand product in a community = Positive is 32%
  • Brand: Brand Twitter stream = Positive is 26%
  • Independent: Blog by independent blogger (I assume that’s someone you don’t know) = Positive is 25%
  • Independent:Tweets from independent blogger (likely not someone you know) = Positive 21%
• Tally:  Trust Highest with Friends, followed by Brands then Independents
  • Trust is highest with people you actually know.  I averaged 64, 64, 45 to be 57.66% across the various data sources above.
  • Brands that produce their own content (owned) 36, 41, 32, 26 averaged at 33.75% positive.  Far less than the 57% of people that you know clearly indicate that consumers trust brand far less, but more so from people that they don’t know.  This leads to conclude that while brands may be telling consumers the positive aspects of a product, it’s more likely to be based on facts.
  • Similarly those that are ‘independents’ (or people you may not know) the trust goes down significantly.  37, 25, 21, for an average of 27.66%.  Those that you don’t know are about half as trusted as those you do.  Therefore brands focusing on social media should instead but areas of focus on harnessing the social graph –not just mindless social media from the masses.
• Recommendations: Focus on Harnessing the Social Graph
  • Brands should focus on social marketing that harnesses the “social graph” which is getting friend to share with their own friends.  By developing advocacy programs and focus on word of mouth marketing, brands can increase marketing and sales margins by getting customers to do the work for them.   See my article on Forbes on advocacy programs, or see how Zuberance encourages WOM, as well as aggregate your customers social graph on your own web proprieties using Gigya, Janrain, Disqus, and Echo.  At the very basic level, encourage sharing tools like Sharethis, Addthis to the mix.
  • Clearly brands should continue to produce their own ‘owned’ content in social media, as there’s still a degree of trust, but balance out this inventory with a greater degree of ‘earned’.  Yet rather than try to sway the masses that your product is the best, publish factual information about products and services, and retweet, repeat, and echo back what customers are saying.
  • Focus less on triggering word of mouth of independents, while it will happen naturally, this data is indicating that inviting people to share with their friends, may yield a greater degree of trust.

I hope you found this helpful, I gave my additional analysis and insight to the eMarketer data, as well as suggestions from brands.  This data is confirmation of data I’ve seen from a variety of other sources.

In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which go back a few years.

People on the Move in the Social Business Industry

• Vanessa Sain-Dieguez joins Hilton as Worldwide Social Media Strategist. She’ll guide Hilton Worldwide’s portfolio of brands and over 3,000 hotels in the development of social media strategies and best practices.
• Crowd Factory appoints Sanjay Dholakia as CEO.  Hailing as the former CMO of Lithium Technology, Sanjay is now leading up this SF based Social Marketing platform.
• Cory Edwards joins Dell as the Senior Social Media Manager Directing the social media team in Dell Corporate Communications.
• Adam Boalt joins GOSO.com as President Social Media Strategy.
• Brandon Klein joins Ingenix Consulting (United Health Group) as Director of DesignShops & Collaboration Arming all 1,000+ consultants with the best collaboration techniques (on and offline) while leveraging the latest innovations to improve the health care industry.
• Sarah Molinari joins The Home Depot Senior Manager, Social Media Spearheading the social media efforts at The Home Depot.
• Mathew Dryhurst joins Craigslist Foundation Community Manager Build & harness community around programs.
• RJ Reimers joins 7Summits as Executive Vice President, Operations As EVP-Operations, Reimers will focus on working with clients to develop and execute social media strategies that drive business value, as well as overseeing client service delivery and business operations for 7Summits.
• Marcia Hansen  joins Intel Corporation as Social Media Manager. Marcia is responsible for managing Intel’s consumer blog scoop.intel.com, and uses her creative talents to craft experiences for corporate and consumer audiences in social media.
• Glenn Engler joins Digital Influence Group as Chief Executive Officer Glenn will lead Digital Influence Group’s next growth phase. Digital Influence Group is a digital marketing agency that helps companies leverage the power of social media to generate business results: sell products and services, build customer relationships and connect with key stakeholders.
• Aronado Placencia joins IncSlingers as Creative Strategist Seek out new clients looking for real world application of Social Media.
• Shauna Causey joins Ant’s Eye View as Senior Social Business Consultant Shauna’s new role as Senior Consultant and Ant Evangelist will have her traveling up and down the West Coast adding her corporate communications and community relations experience to the team. She’ll join the firm officially on August 9 and begin immediately supporting the company’s growing roster of enterprise clients in the Silicon Valley area.
• Glenn Engler joins Digital Influence Group as CEO Glenn is tasked with taking the agency’s business to the next level of growth.
• Jonathan Hsu joins RecycleBank as CEO Hsu will work to introduce green rewards programs to eco-conscious brands, and roll out new product offerings for municipalities and partners innovate from a sustainability point of view.
• James Davidson joins 7Summits Vice President as Digital & Community Strategy As VP Digital and Community Strategy at 7Summits. James will focus on developing and integrating social media strategies into clients’ existing digital initiatives and assets.

Submit a new hire

• Submit a new hire that’s ‘on the move’ with this easy-to-use online form.

Seeking a job?

1. See the Web Strategy Job Board, which includes paid submissions from the top brands in the world.
2. Community Manager jobs by Jake McKee
3. Social Media Jobs by Chris Heuer
4. Social Media jobs, filtered by SimplyHired
5. Social Media Job Network by James Durbin
6. 25 places to find social media jobs by Deb Ng

Additional Resources

• Community Manager Facebook Group
• Community Manager Appreciation Day (Every 4th Monday of Jan, yearly)
• List of corporate web strategists and community managers for 2010
• List of agencies and consultants by Altimeter Group
• Social Media Headhunter: Career advice, job postings and services
• New Media Hire community by Jim Long and team

Please congratulate the new hires by leaving a comment below.

This is followup data from the Altimeter Report: The 8 Success Criteria For Facebook Page Marketing, you should read this first.

Thanks to your help, Altimeter Group’s latest research on Facebook Marketing Best Practices, which now has over 17,000 views, and over 1,900 downloads (see slideshare stats) in less than a week. While we tried to include as much helpful information in the report, it was only the highlights of our findings. There’s far more data, scorecards, and findings that just aren’t able to fit into the report. Below is some additional information from our quantitative and qualitative study about the findings.  Expect us to share more helpful data to marketers over the coming weeks, Altimeter clients can contact us for more details from the specific criteria, data, screenshots and scorecard.

[A fundamental mindset change must occur as brands approach social networks. In addition to interactive marketing (human-to-computer) brands must add social marketing (peer-to-peer) to their playbook.]

In the below graphic, we’ve aggregated the scores of the 30 brands to find out which of the criteria they’re good at –and which ones there are missed opportunities. We’ve then provided additional analysis on why we think brands scored this way, and some recommendations to improve.

Research Graphic: Brands Great at Messaging and Branding –Yet Lack at Setting Expectations, Peer to Peer, and Advovacy

Criteria How They Scored Our Take: Why Brands Performed This Way How Brands Can Improve Their Score Set Community Expectations 2.08 (Immature or”Take off”) Brands failed to be clear why they were doing a Facebook effort, likely due to the fact that they jumped into the the social network bandwagon. Most brands are experimenting, and are unable to articulate their purpose Clearly have a business objective and be sure the site goals cascades these objectives.  By not doing so, sets company up for a potential backlash as unchecked or unsolved customer woes can quickly cascade to their friends, on brands owns pages. Provide Cohesive Branding 3.90 (Adolescence or “Climbing”) Brands showed some sophistication from over a decade of online interactive marketing has taught them how to cascade their experience to all touch points This is a huge risk. Customer that have product complaints may echo them loudly here, and if the brand doesn’t respond, this public griping could escalate into a full blown groundswell. Continue to reflect the brand in all digital channels, but don’t overwhelm the member experience. Be Up To Date 5.00 (Exceptional or “Escape Velocity”) Brands have a strong legacy of broadcast marketing, which is also know as message bombardment. Brands demonstrated an incredible ability to propagate messages at a rapid rate, not unusual for other mediums as well. Continue this energy of being interactive with their customers, but in addition to populating the Facebook page with up to date updates, ensure they are engaging in a two-way dialog. Live Authenticity 2.87 (Immature or”Take off”) Brands suffered at being ’social’ in a social network, and are in many cases afraid to show their human side. Decades of being logo centric has cascaded to social networks and most members may question having conversations with a logo. Behave in the same way the members are behaving: be social. Put the human side first by showing the team photos, giving human replies, and responding with first and last name. Participate in Dialog 3.10 (Adolescence or “Climbing”) Mixed bag of performance, while some brands may interact, often it was inconsistent. Even after a few years of social marketing blogging, forums, and Twitter, brands are still struggling to have real conversations with their members. Interact with customers by engaging in a two way conversation. To scale, you don’t need to respond to every message, but set expectations on how frequently you’ll respond. Enable Peer to Peer Interactions 2.03 (Immature or”Take off”) Poor performance from brands here. In many cases, we expect brands hid from these features as they are difficult to moderate, manage, and risk of conversations going awry. Better features are needed by using third party community applications, as well as hiring seasoned, well trained community managers to monitor and moderate. Foster Advocacy 2.27 (Immature or”Take off”) Brands are barely able to participate in the conversation let alone rely on the advanced features such as sharing or using your own members to share on your behalf. At the bare minimum, encourage members to share content with each other and to cascade the branded experience to friends. As brands gain confidence, create formal advocacy programs. Solicit a Call to Action 2.45 (Immature or”Take off”) Unsure of even interacting with their members, it’s no surprise they didn’t know how to engage them for next steps or even conversion. Don’t rush this. Until you’re scoring 4 or above on the previous mentioned criteria, I encourage brands to avoid this. Yet, for those that are succeeding in the other criteria, they can help members with conversion.

Summary: Brands Must Learn Social Marketing –Beyond Interactive Marketing
Brands are applying their years of experience of applying interactive marketing and broadcast marketing to the social web and it shows.  With the natural inclination to brand and broadcast, we see these same behaviors in the Facebook Marketing.  Yet, despite these existing strengths, brands are missing the two way aspect or ’social aspect’ of social network marketing.  They must start to leverage peer to peer communications to reduce costs and content publication, show their human side, and quickly set expectations of what’s required –or risk a brand backlash.  While setting community expectations doesn’t guarantee that a customer backlash could occur, it could help funnel them to the right place to be quickly supported.  Yet, as problems are resolved, don’t shove them under the carpet in the call center, be sure to indicate back to the community they’ve been solved.  Above all, brands must change their mindset from interactive marketing (human to computer) to also include social marketing (human to human).