estebankolsky independent analyst 2 years independent 8 years with gartner 4 years doing 8 years consulting @ekolsky http://www.thinkjar.net firstname.lastname@example.org #unrsocial is today’s hashtag
what is social media? new communication channels new way for business to interact with customers facebook, twitter, social networks, communities and forums paradigm shift that has revolutionized the world snake oil the 21st century equivalent of a “vast wasteland” so cool!
why social media? consider this… more people using social channels than email results from social media are better, faster, and cheaper than similar market research 1/10 to 1/5 of a similar market research initiative customers trust “companies like me” over “companies not like me” 3:1 largest brands in the world already adopted sm (most are still learning) not too late, not too early critical mass (30%) adoption in 3-5 years competitive advantage (yes, still) makes good business sense (later…)
so – what do you do? listen learn grow improve
listening organization has taken the first steps towards understanding what social media is begin by listening, and trying to understand what their customers are saying about them about their competitors and about the market in general. are not quite ready to fully utilize this data in a systemic manner will begin to implement certain steps to become more systemic about using social
learning organization has taken the first steps towards understanding how their customers use social media what it brings to the organization how to grow what they are doing while providing more value to the customer and to the organization not quite 100% sold on the idea that social media can work see the potential intrigued enough to continue to grow their investment
maturing organization fully embraced the use of social media recognizes how to leverage it what to do with it the value it brings to the organization and to the client actively working on making it an integral part of their processes has sufficient understanding of the issues surrounding the deployment and monitoring of social media moved past listening and analyzing to acting on insights
optimized organization adopted social media same as they adopted and use telephones or email. actively leveraging social channels, communities, and actionable insights improving as they go has made a corporate commitment to become a social business active across channels and functions related to social media taking final steps towards being an innovative, client-driven feedback-based organization.
five areas for readiness assessment tools monitoring tools, analytical tools, collaboration tools process business functions, end-to-end processes people culture, training, collaboration governance adoption, maintenance metrics metrics, KPI, channel-specific