Follow the Social Media Maturity Model to Become a Social Business


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Social media is not an instant change in any organization, but a process. Each category covered in this ebook considers different capabilities, resources, and approvals. Companies will progress on each of the categories at different rates.

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Follow the Social Media Maturity Model to Become a Social Business

  1. 1. / 1 888 6radianFollow the Social MediaMaturity Model to Becomea Social Business Copyright © 2012 Salesforce Marketing Cloud
  2. 2. FOLLOW THE SOCIAL MEDIA MATURITY MODEL TO BECOME A SOCIAL BUSINESS Best Practice for using this Ebook: Answer 10 questions to determine your company’s social media maturity. Click below to learn more about each of the categories in the Salesforce Marketing Cloud Social Media Maturity Model. Letter from David B. Thomas Ideology and Leadership Staffing Internal Education Social Listening Engagement and Community Social Content Social Advertising Measurement and Analytics Social Media Tools and Systems Conclusion After completing the Social Scorecard, discover what defines each stage so your company can move to the next one.www.radian6.com1 888 6RADIAN 1 888 672 3426 / Copyright © 2012 Salesforce Marketing Cloud [2]
  3. 3. FOLLOW THE SOCIAL MEDIA MATURITY MODEL TO BECOME A SOCIAL BUSINESS Letter from David B. Thomas, Senior Director of Content and Community, Salesforce Marketing Cloud Over the last five years, I’ve met with hundreds of enterprise social media folks, from CMOs to social media managers to newly-hired communications specialists. They all have one thing in common: they think their company is way behind when it comes to social media maturity. I always tell them the same thing: If you’re thinking about, planning for, and participating in social media, you’re already way ahead. Now there’s a new way for companies to understand how their social media efforts stack up and help them develop a path to move forward. The Salesforce Marketing Cloud Social Scorecard is a simple, online tool you can use to see how social media has impacted your organization to date, and develop a path to move forward. In less than five minutes you can learn where your company’s social media maturity ranks against other organizations based on more than a year of data gathered from social enterprises of every size in every market. (Plus, the dataset grows as more people participate.) The results are provided in both numeric form and on a grid showing company results across nine key metrics. We’ll email you your Social Media Maturity Grid, along with a list of free enterprise social media resources tailored to your needs — a road map for the journey ahead, if you will. The Social Scorecard looks at key metrics of a company’s social media maturity, including: Ideology and Leadership Social Listening Social Advertising Staffing Engagement and Community Measurement and Analytics Internal Education Social Content Social Media Tools The Social Scorecard incorporates the knowledge and expertise of many people. Amber Naslund laid the groundwork during her tenure as Radian6 Vice President of Social Strategy. I took it a few steps further and made it the core of our Social Media Needs Assessment, and Jeff Cohen developed it into what you see today, with the help of Greg Poirier at the helm of our web team. It was definitely a team effort, and now we want you to take it to your team. Give it a try. Kick the tires. Let us know if you see anything that surprises you or anything we can do better. And let’s work together to make the social media world just a little more... mature. What follows in the next 9 Chapters are descriptions of the stages of each of the 9 categories of the Marketing Cloud Social Media Maturity Model. If you haven’t already completed the Social Scorecard, you may wish to do so before you proceed.www.radian6.com1 888 6RADIAN 1 888 672 3426 / Copyright © 2012 Salesforce Marketing Cloud [3]
  4. 4. FOLLOW THE SOCIAL MEDIA MATURITY MODEL TO BECOME A SOCIAL BUSINESS Ideology and Leadership Senior leaders are responsible for the vision of a company. Their level of understanding of social media sets the tone for how it will roll out and scale across an organization. The following four stages track social media maturity against senior executives’ awareness and activity. In his Dreamforce conversation, General Colin Powell stressed the importance of this awareness. “I think any leader has to have his or her finger on the pulse of what’s happening in the information revolution.” Stage 1: Early Stage Very often, social media begins at a grassroots level within a company. Someone in marketing, PR or corporate communications understands the value of social media to the company and creates a Twitter profile, a Facebook Page or even a blog. Sometimes this may be done under the radar by focusing on a discrete event or a specific product. Regardless of where it starts, these pockets of activity are unconnected, and sometimes unauthorized. Every day your senior leaders can’t pick up a magazine, go to a website or turn on the TV without someone telling them that social media is changing business (and our society in general). In this early stage of maturity, they may not even be aware of the company’s social media activities, or they may begin to show interest in it. Others throughout the company question the value of social media to the business, and it is your job, if you are the one who started the efforts, to explain that value if you wish to move beyond this stage. Stage 2: Supportive As companies expand their social media presences, senior leadership becomes more supportive of these efforts. One of the best ways to bring executives on board is to establish social media goals that align with business goals. What does your CMO care about? What are her metrics for success across the marketing organization? Make sure your social media program aligns with those objectives. Did you get to one million people liking your Facebook Page? That’s great, but make sure you can show how it provides value to the company.www.radian6.com1 888 6RADIAN 1 888 672 3426 / Copyright © 2012 Salesforce Marketing Cloud [4]
  5. 5. FOLLOW THE SOCIAL MEDIA MATURITY MODEL TO BECOME A SOCIAL BUSINESS It is critical at this stage that the company be able to prove the value of social media. Budget and resources are provided to expand the program, but it is not an open-ended endeavor. This is not a blank check category, but one where a bit of skepticism remains. Show your senior leadership the daily value you get from social media. Are you keeping up with influencers and competitors? Are you alerted to potential supply problems before your logistics team? Are you starting to build thought leadership for the company? All of these activities have value that can be measured in ways your executives can understand. Stage 3: Engaged Senior leaders become more engaged in social media activities when they continue to see the results. This goes well beyond any single campaign to the level where social media is spreading beyond marketing, PR and even customer service. Companies like Zappos have extended their company culture beyond their own walls and have given all employees the training, guidance and encouragement to connect with customers on social media. This type of program has to originate from the highest levels of the organization, but it is the responsibility of the social media leaders to sell this idea up. While many companies still block social media use at work, mature companies are leveraging their employees’ social networks for business benefits. If your employees are well-connected in your industry, and to your customers and future customers, doesn’t it make sense to let them have relevant and public business conversations about things that are important? This is how relationships are built. Leaders in this stage understand that employees represent the company on a daily basis on the phone, through email, and in public at trade shows and conferences. Social media is just an extension of that. Remember, this is not meant to open the door on chaos. This is to be managed with proper training, policies, and procedures.www.radian6.com1 888 6RADIAN 1 888 672 3426 / Copyright © 2012 Salesforce Marketing Cloud [5]
  6. 6. FOLLOW THE SOCIAL MEDIA MATURITY MODEL TO BECOME A SOCIAL BUSINESS Stage 4: Passionate It is one thing for senior leaders to encourage social media activities, but it is another for them to be active on social platforms themselves. It really changes how they approach social media. This doesn’t mean creating a Twitter account for the CEO and having the PR team Tweet for him, or just asking him to share press releases. It means they are truly part of the social experience, connecting with other executives, sharing information about the company and the industry, and expressing their informed opinion. Leaders at your company are leaders in your industry and social media helps them promote their own thought leadership, and the company’s as well. Here’s a good guide for preparing your chief executives for Twitter. Some senior leaders who have embraced social media to share personal and company updates, as well as interesting articles shared by others, are Michael Dell, CEO of Dell, Beth Comstock, CMO of GE, and Padmasree Warrior, Chief Technology & Strategy Officer of Cisco. These are companies that have been incorporating social media across their organizations, and it would not have happened to the extent that it has without a high level of executive support. More Informationwww.radian6.com1 888 6RADIAN 1 888 672 3426 / Copyright © 2012 Salesforce Marketing Cloud [6]