1. Making Leaders Successful
Every Day

2. Advance Your Social Marketing
Maturity
Kim Celestre, Senior Analyst
February 4, 2015

3. Source: http://www.gocomics.com/calvinandhobbes/

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Social marketing maturity webinar series
1. February: How To Assess Your Maturity
2. March: How To Advance Your Maturity
3. April: How To Improve Your Social Data
Proficiency
You are
here

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Take the assessment
It’s not too late!
› Online version:
https://forrester.az1.qualtrics.com/SE/?SID=SV_5
axyHSL9EmC1Mih
› Document version:
https://www.forrester.com/Evaluate+Your+Social+
Marketing+Capabilities/fulltext/-/E-RES59690

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Agenda
› Do social smarter, not more
› How to assess your social
marketing maturity
› Get the most out of your
assessment

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Source: Forrester US Digital Marketing Forecast, 2014 to 2019
It’s time to increase your social
proficiency

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Forrester’s Social Marketing
Maturity Model
Source: http://www.legoland.co.uk/en/Jobs/Where/Theme-park/Behind-the-
Scenes/LEGO-Model-Making/

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Source: Forrester Research “Evaluate Your Social Marketing Maturity”
Step 1: measure your proficiency across
four dimensions

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Culture
› Your employees and executives consider social
media a valuable marketing tool
› You are encouraged to test new social
technologies
› You prioritize overall marketing success rather
than the use of individual social tools

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Organization
› You have enough resources to run effective
social programs
› Your social planning leverages stakeholders
from outside the marketing team
› You have tools and processes to enable easy
collaboration between all of your company’s key
stakeholders

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Strategy
› You align your social tactics to the stages of
your customers’ journeys
› You coordinate your social and nonsocial
programs to drive business outcomes
› You have processes in place to interact and
respond to customers in social media

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Data
› You use customer insights to inform social
marketing programs
› You measure how well social programs
accomplish your business outcomes
› You use social data to inform your nonsocial
marketing programs

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Source: http://www.jongordon.com/blog/wp-content/2012/02/JGBlock-4Stages2.jpg

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Step 2: Determine which maturity stage
you are in
Source: ___Source: Forrester Research “Evaluate Your Social Marketing Maturity”

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Repair
Social is not delivering results and requires immediate attention
› You struggle with deployment and measurement
› Your social efforts are not connected to
marketing objectives
› You still need to educate key stakeholders about
the value of social
› You are in the early stages of identifying your
resource needs

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Elevate
Social is starting to deliver positive returns
› Your social marketing program is positively
impacting at least one marketing objective
› You have an active presence on social channels
› You share your social marketing results with
other business functions
› You can justify additional investment in
resources to support the growth of your social
programs

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Optimize
Social is influencing the overall marketing strategy
› Tactics are aligned with the customer journey
› You fine tune processes, people, technologies
and measurement methods so social has
maximum impact on marketing objectives
› You are sharing insights across marketing and
non-marketing business functions
› Your efforts are getting the attention of your
CMO

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Differentiate
Social is providing a competitive advantage
› Social and data driven insights are woven into
your company’s culture and organization
› Your strategy drives significant revenue and/or
has high impact on business objectives
› You use advanced measurement methods, such
as attribution
› You tie your employees’ performance to social’s
business value

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Source: ___
› What maturity stage are you in?
Placeholder - poll

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Source: http://www.ivch.org/images/headers/physician_recruitment.jpg

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Use insights from multiple sources
1. Be honest with your assessment
• There are no “bad” maturity stages!
2. Involve your key constituents
• Different perspectives provide a holistic view
3. Benchmark your scores
• Compare scores with different regions, functions
and business units

24. Thank you
Kim Celestre
kcelestre@forrester.com
@KCelestre