Social Media Maturity Model Time 1st Level: Strategic Presence 2nd Level: Influence 3rd Level: Leadership Presence Management Awareness Influencing the influencers Thought Leadership Acquisition ‘ Free’ adoption’ ‘ My Likes’ Viral effect Brand Curiosity Credibility Trusted leadership
Transforming Social Media into a Real Business Driver Social Media Maturity Model 1 st Level: Presence and Awareness 2 nd Level: Influence 3 rd Level: Leadership Businesses seed content and actively market to create initial participation and growth. Experts, analysts drive content creation, membership and growth. Community drives participation and growth. Product & Brand Programs Set-up Facebook Page, Customize Tabs, Create Custom Apps. Integrate with Enterprise Applications, Knowledge Base, CRM Integrate with core product or service Customer and Support Programs Partner & Reseller Programs Customer & Prospect Nurturing Brand & Media Monitoring Brand, Domain Experts, Partners, Customers New Influencers Influence Member Acquisition Invitation campaigns Expert Invitations Tell-a-Friend Member Engagement Customized email, follow-ups Alerts, Follow-experts Friend feeds Conversation Moderation Community managers Experts Self-appointed Leaders Leadership Product & Marketing Content Collateral, Blogs Knowledge base articles Employee Created Content Key spokes person, bloggers Enterprise Micro-blogging Federated 3 rd Party Content Partners Industry Associations Domain Experts User Generated Content Community manager creates conversations Experts create & respond to conversations Community creates content
Leveraging for Sales and Lead Generation Organization : Compliance Online
Leverage social media to drive lead generation and sales
Created an ecosystem of experts through the community worldwide
Developed a platform for crowdsourcing
Largest compliance portal in the world, 4M users
White-labeled for NASDAQ
4M content, 40K SKUs
400 community based training programs monthly
Leveraging for Customer Retention and Partner Support Organization : Tibco
Build a platform to leverage a large and loyal customer base
Over 50K members in the community worldwide
Industry recognized repository of best practices
Platform to facilitate the following
Virtual customer events
Panel for research
Leveraging for Customer Acquisition Organization : Bottlenotes
Create the largest community of wine enthusiasts
Build application that would resonate with the target audience
7 fold increase in brand awareness through social media integration
Created a marketing platform of 250k customers for wine manufacturers
Cost of customer acquisition through social media 50% lower than other online channels
Built a wine store, shipment to 36 US states
Application with location tracking that helped users compare their with those of your friends!
Leveraging for Research and Product promotion Organization : Forrester Research
Facilitate feedback and increase engagement
Create research papers by gauging the pulse of the community
Effectively promote products and services through social media. i.e.. Empowered, Groundswell
Building tools to sustain the interest of the community
Leveraging for Research and Product promotion Organization : Forrester Research Social Technographics Profile Tool Hero Tool Project Effort-Value Evaluation tool that helps you help you make an informed decision whether or not to proceed with a project. Shares information on how social participation varies among consumers globally and help marketers plan a targeted social technology strategy
Leveraging for Business Intelligence Organization : Citibank
To understand customer and market sentiment about Citigroup as a brand, its products and services
Product specific feedback passed to product teams
Marketing messages based on consumer sentiment intelligence
Understand areas of interest of the target segment
Helps identify new keywords for the search campaigns
Leveraging for Reputation and Crisis Management Organization : Reva
REVA is a technology innovator with the largest deployed fleet of electric cars in the global market today, available in 24 countries.
An independent body in UK conducted a car crash test on Reva. The crash test was not successful and there was a lot of negative publicity in the social media about the safety of the car and other aspects.
Reputation Management on all social media websites where there was a high volume negative conversation.
Three fold increase in positive discussions about Reva in the social media channels.
Leveraging for Demand and Lead Generation Organization : M2M
Jasper Wireless wanted to create a common platform for telcos and developers to network.