Marketing guru Seth Godin talks about three new jobs in a recent brief post to his blog.
Last night at the Innovators Club I had a chance to speak to an audience of innovators about this post. (Shout out and gratitude to Todd Cohen.) Here are some of the examples from our Team and a Dream Virtual Team experience that I shared with our audience.
My comments are interspersed with Seth's Original Post.
Every company that works online today ought to consider hiring three amazing people to lead these projects:
1. COMMUNITY ORGANIZER. Find and connect and lead a tribe of dedicated users that contribute to and benefit from the work you do.
Barack Obama's campaign for President took this to another plane of existence! As a result, the rest of us need to take a step up.
If you follow this blog, then you know we're fans of the Forrester-espoused P.O.S.T Social Media Strategy. The "P" in POST is for People. And people congregate in communities.
You need to understand who makes up your audience - and then you need to join them. Create conversations around their problems. Help them solve these problems as part of the conversation.
2. STATS FIEND. Measure everything that can be measured. Do it efficiently and consistently. Find out what metrics are important and cycle until they improve.
What do we measure? For traffic, we use Google Analytics (its free). Then we signed up with Hubspot and began tracking Inbound Marketing metrics. Next, we started to measure which blog entries work, the best communities to hang in, project budgets, client satisfaction, likelihood to refer, competitors keywords, competitors traffic... and the list goes on.
I think a natural corollary to this is that you need filters to manage all of these metrics. We use a list of internal projects and marketing tasks - and then prioritize those lists by a formula using business impact metrics.
3. MANAGER OF FREELANCERS. Find and hire and manage the best outside talent in the world. If it can be defined as a project, and if great work defeats good, seriously consider having the MOF get it done.
We created an online screening tool for our freelancers (we call them "The Meshwork"). We measure potential team members on criteria that our clients demand and that we need. Before we even speak with them, we have piece of quantitative feedback on how well they might fit. Our resulting phone interview and reference checks are that much more focused.
BTW - in trying to find these folks, sites like Guru.com and eLance work well - but so does Craigslist (free).
With three superstars doing these jobs, it's possible you can create almost anything.
I sure hope so, Seth!
My final thought on this. Given the quantity and rapid-changing dynamics that these new jobs will introduce, modern Internet businesses need practices that can integrate and steer the corporation. I'm thrilled to be learning more about Holacracy - agile techniques for corporate governance - in the next week as I attend their facilitator training. More on that in another post.
Do you have any experience with these new jobs or the practices that come with them?