This document outlines the current state and future of digital marketing teams. It discusses the emergence of new roles like the Community Director to manage customer relationships across social media platforms. The future team structure is envisioned to include specialized centers of excellence for social analytics, strategy, and community management. Teams will also require sector platform specialists and an emphasis on contextual awareness design.

1. Building,
Motivating and
Managing Your
Digital Dream
Team
Prepared by:
Gemma Craven
October 14, 2013

2. Building Your Digital
Dream Team
1. The Current Digital Team
1. Emerging Areas / Roles
2. The Team Of The Future

3. The Current Digital
Team

4. The Social
Customer

5. The Social
Brand
Responsive
Committed
Open
Trustworthy

6. The Social
(Media) Marketer
Too often social is called a
“channel” by marketers…
…it must be integrated around the
customer journey
Or obsess about creating some
content novelty to trigger an
avalanche of sharing…
…we must focus on earning
attention, advocacy and action
Or are trapped in transactional
campaign thinking
…we should be always building a
relationship

7. An Integrated
Planning
Approach
Define
Listen
Know
Social Insight
Social Brand
Print
Business
ambition
Create
Search & Behavior
Insight
Community
Management
Drive
Learn
Social Advertising
Social
Experienc
e
Content
Activation
Performance
Measurement
Content Syndication
Digital Media Relations
Optimization
Influencer
Management

8. Aligning The
Talent To
Support
8

9. The Big 5 For
Social / Digital
Marketers
Strategist
Strategy development
Campaign
execution/optimization
Facebook
•Mobile first: ongoing strategy to entice
developers to incorporate Facebook
hooksPOVs - knowledge of
into their apps (Parse). Android
partnership – Facebook Home
social/digital space
•Paid is king: increased volumes of paid,
questions around effectiveness have led
to streamlining
•Graph Search: yet to reach full potential
for brands
Listening/research segmentation: who are my
•Audience
followers?
•Customer service = budget related:
bigger spending brands are the well

10. Paid Media
Twitter
Strategist
Media partnerships
Responsive ad
placement
Community content
amplification
Native advertising

11. Social
Tumblr
Analytics/Measu
rement
Benchmarking
KPIs
Insights & reporting
Data strategy

12. Content
Strategist
Community content
Real time marketing
Integrated p
Content development

13. What Works &
What Does Not

14. New Roles – The
Emerging Talent Need

15. The
Community
Director

16. Platform
YouTube
Partnerships /
Co-innovation

17. Understanding
Mobility & UX

18. Big Scale
Experience
Planning

19. The Team of The
Future

20. Team Of The Future
Client
teams
Social
Business
Consultancy
Social
Analytics
Center of
Excellence
Innovation &
Experience
Design
Social
Community /
Strategy
Center of
Excellence
Industry
presence
New
business

21. Contextual
Awareness
Design

22. ≈
Case example
Digital
Acceleration for
Brands
• IMAGE OF NESTLE DAT
• VOICE OVER ON WHAT IT IS

23. Sector Platform
Specialists

24. Thank You – Let’s
Connect!
Gemma Craven
Email:
Twitter:
Linkedin:
gemma.craven@ogilvy.com
@gemsie
linkedin.com/gemsiecraven