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Actionable Analytics
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Responsibilities Of A Director Of Digital Strategy

The one remaining separate role is a “Director of Digital Strategy” or something equivalent, whose job is to:

  • Serve as thought leader in aligning digital marketing strategy with a client’s business goals and objectives.
  • Play an advisory role on client engagements, serving as a digital strategy advisor to both client-facing personnel (internal) and clients (external).
  • Help define scope and recommended approaches for major digital projects.
  • Drive high level discussions on the role of digital within the total marketing ecosystem.
  • Help guide clients in defining their digital vision.
  • Help structure and present digital programs and recommendations to senior client leadership.
  • Codify and publish formal frameworks and methodologies for approaching digital assignments within the firm.
  • Serve as a resource for creative teams in the development of digital solutions.
  • As appropriate, play an active role in new client acquisition and new business presentations.
  • Lead digital "evangelization" initiatives within the firm.
  • Provide support, coaching, professional development and training to staff.
  • Participate in evaluating the digital competencies of potential new hires.

Big data grows but gets more manageable
Social media has given companies access to unprecedented volumes of information about their clients and buying trends on an aggregate level. The challenge, which confronts everyone from data giants like Facebook to small businesses active on social media, is how to process all of this and turn it into actionable policy. Case in point: 93 percent of North American executives surveyed by Oracle believe they’re losing revenue by not leveraging available data.

“We need to build robust systems for analyzing the huge amounts of data flowing in from social media and how they then link to all the other touch points consumers have with the brand,” explains digital analyst Marita Scarfi.

The coming year will see the emergence of new software and tools to do just that. Using new-wave social media command centers capable of tracking multiple social stats in real-time, from tweets and Likes to customer sentiment, companies will be able to radically improve customer service and predict future buying patterns, not to mention streamline internal communication and increase productivity. This kind of social data is already being harnessed by Nestle to boost customer sentiment, GE to speed up repairs to the electrical grid, and Wall Street to forecast stock prices.

Fast Company

Social media education gets formalized
A recent Harvard Business review survey showed that only 12 percent of companies using social media feel they use it effectively. Given the expanded business applications of social media, maximizing impact increasingly requires specialized training. Just knowing how to send a Tweet or friend someone on Facebook is not enough. In 2013, expect to see more social media coursework at universities, as well as dedicated social media MBA programs, as schools rise to the challenge (Syracuse, NYU, Columbia, Harvard Business School, and dozens of other higher ed institutions are already leading the pack here).

At the same time, companies will begin to double down on social media education for their existing employees as the entire workforce gains an added level of social sophistication, similar to the Internet 1.0 skillset that was on-boarded a decade ago. Social media skills will join email as part of basic business literacy in the digital age. Perhaps most critical of all will be social media compliance training to ensure that workers in sensitive industries from finance to healthcare uphold regulatory standards while taking advantage of social media’s benefits.

This year has been widely regarded as the year social media made the jump from dorm room to boardroom. In 2013, expect to see companies who have taken the plunge begin to reap expanded returns from their social investments, with help from improved social technologies, innovative ad models, and an expanded user base around the globe.


Fast Company

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