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Victor Madueno: Mastering The Social Media Maturity Model | Click Jam 2

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Social media is a digital phenomenon that has taken the world by storm. As the medium has matured, we have seen platforms come and go, changing with user demand. The roadmap of social media’ evolution has seen giants like Myspace and ICQ make way for Facebook and Instagram.

Victor Madueno is no stranger to the evolution of social media. An exponent of the medium, Victor has been in the social space for over 12 years. Originally starting off with forums, Victor’s journey has taken him to Your Social, where he serves as head of Social & Advertising.

Victor’s Click Jam 2 presentation on social media’ maturity highlights the necessary frameworks and models your business needs to become a social business.

For more information about Click Jam visit:
http://clickjam.com

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Victor Madueno: Mastering The Social Media Maturity Model | Click Jam 2

  1. 1. Victor Madueno
  2. 2. MaturityFrameworks Social media
  3. 3. AGENDA ! Who we are ! Current state of social media ! The maturity frameworks we currently have ! Social business maturity model ! Social care maturity model ! Models in the making ! Case studies
  4. 4. Proud to be Part of merkle
  5. 5. Who weare We help the best brands in the world create competitive advantage through people-based marketing. We believe in marketing to people not proxies. We believe the future of marketing is personal, informed by data, powered by technology, and delivered through creativity.
  6. 6. What we do M A T U R I T Y VALUE Engagement & Journey Focused Omni-Channel Marketers • Audience Planning • Journey Mapping & Personalisation • Cross-Channel Targeting • Fractional Attribution Customer & Value Focused People-based Marketers • PII-Driven Audience Strategy • Segmentation & LTV Modeling • Lifecycle Strategy • Portfolio Management Channel & Campaign Focused Performance Marketers • Search • Display • Programmatic • Mobile • Social • Re-targeting
  7. 7. SOCIAL DATA STRATEGY CONTENT& CAMPAIGNS COMMUNITY ADVERTISING What we do Consultancy
  8. 8. Currentstateof social media
  9. 9. 90% of the data on the internet has been created since 2016 Source: according to an IBM Marketing Cloud study.
  10. 10. Source: according to Centre for Learning and Teaching Nov 2014
  11. 11. Source: according to @LoriLewis and @officiallyChadd
  12. 12. Combining disciplines Performance MarketingInfluencer Marketing Permission Marketing Predictive Marketing Content Marketing Promotion Marketing
  13. 13. Social media has disrupted the way people and brands relate to one another
  14. 14. The time of storytelling began long ago, but it is now insanely stronger
  15. 15. There was a time where the most popular piece of content on social media was… TEXT!
  16. 16. And social channels look like this!
  17. 17. The frameworks we currentlyhave
  18. 18. current maturity frameworks A maturity framework that is based on the Social Business Maturity Framework of Altimeter. This framework focuses on how to develop clients from a planning stage of social maturity to a social business maturity. Social Business Maturity Framework Social Care Maturity Framework Digital Maturity Framework Our own framework that explains the different phases of social care within the organisation and the structural development of social care. A broad digital maturity framework based on the Digital Transformation steps of Altimeter. This framework discusses digital transformation within organisations.
  19. 19. Ad hoc connections within the organisation to manage digital, social media or any other marketing discipline. One department controls all efforts, supporting departments. A central team coordinates, but empowers others to participate (spokes). Central and multiple hub teams within GEOS coordinate. Each employee is empowered to act on behalf of the brand. Decentralised Centralised Multiple Hub & Spoke Holistic Organisational Model Hub & Spoke
  20. 20. Social business maturityframework
  21. 21. The most mature social businesses are both more profitable and have more loyal customers, each by a 77% margin. Source: according to Altimeter Grouo Social Maturity Analysis
  22. 22. Social Beginner Social Brand Social Business 6 phases in social business maturity
  23. 23. Goals Metrics Initiatives Organisation & Resources The defined goals of the phase combined with strategic direction on how to develop in maturity. What can we measure in different phases and what should we do with the data. The initiatives that can be rolled out in different phases, including content and processes. How we will organise ourselves and determine the people needed within the organisation. Defining key areas for Social Business Maturity
  24. 24. Social Business Maturity framework Planning Presence Engagement Formalised Strategic Converged Goal ! Understanding how customers use social channels ! Prioritize strategic goals where social can have the most impact ! Amplify existing marketing efforts. ! Encourage sharing ! Drive consideration to purchase ! Provide direct support ! Internal employee engagement ! Set governance for social ! Create discipline and process ! Strategic business goals ! Scale across business units ! Objectives within HR, sales, finance. ! C-level involvement ! Social drives transformation ! Integrates social into business culture and philosophy Metrics ! Mentions ! Sentiment ! Share of voice ! Fans and followers ! Shares ! KPI’s on brand level ! Traffic ! Path to purchase ! Lower support cost ! Customer satisfaction ! Listening to determine customer journey ! Process efficiency ! Link to departments ! Business goals & ROI ! Enterprise metrics like Net Promoter Score through social media ! Deep analytics tied to functions and lines of business ! Insights lead to adaptive and predictive strategies Initiatives ! Listening / Monitoring ! Internal audits ! Pilot ! Social content ! Risk management ! Training ! Always on media support ! Long term campaigns and projects ! Social support communities ! Set up internal Enterprise Social Network ! Ambassador program ! Employee engagement ! SMMS to scale employees ! Social part of content process ! Redefine processes ! Enterprise-wide training ! One strategy process managed through disparate but complementary teams and efforts Organisationand Resources ! Monitoring platform ! Part-time headcount ! Agency support ! Social Media manager ! Small, dedicated team ! Social Media Management Systems (SMMS) ! Staffing up social centre of excellence ! Invest in technology ! Social hub coordinates SoMeMa ! Dedicated headcount ! Social is everyone’s responsibility Social Beginner !○○ Social Brand !!○ Social Business !!!
  25. 25. Social care maturityframework
  26. 26. Inactive Reactive Proactive Predictive Preparing for social care, but customer care still happens through traditional channels. Social care is reactive and primarily based on inbound questions and complaints. Social care is proactive and used to actively engage with consumers - from complaint management to relationship building. Customer care is omni-channel and based on predictive data and analytics offering consumers help before need for help arises 4 phases in social care maturity
  27. 27. Goals Data & Metrics Channels Organisation & Resources The defined goals of the phase combined with strategic direction on how to develop in maturity. What we can measure in different phases and how we should approach data. The channels that we need to set up in the different phases until we reach an omni-channel presence. How we will organise this and what it means for the people needed within an organisation. Tooling & Technology What tools and technology we need in the different of phases of maturity. Defining key areas for Social Business Maturity
  28. 28. Social care Maturity framework Inactive!○○○ Reactive!!○○ Proactive!!!○ Predictive!!!! Goal ! Understanding how customers use social channels for customer care ! Prioritise strategic goals for social care ! Amplify existing customer care efforts through the use of social media ! Improve conversation and feedback ! Improve customer relation ! Understanding the customer journey ! Adding brand value based on customer behaviour. ! Deciding on next best activity to help customers before they have a need for help Data & metrics ! Offline customer data, like demographics, contact details, policy details ! Basic social data as questions, comments, reviews. ! Response time and rate ! Storage of high level customer feedback ! Sentiment ! Customer satisfaction ! Net promoter score through social media ! Insights lead to adaptive and predictive customer care strategy ! Social data harvested, stored and combined with CRM to create 360 customer profile ! Omni-channel analytics ! Customer lifetime value ! Customer feedback loop Channels ! No presence on social channels ! Focus on 1 or 2 social channels ! All social channels ! Omni-channel Organisation & resources ! Agency support in planning for social care ! No formal processes and responsibilities for social care ! Basic social care team consisting of customer care representatives ! Processes and responsibilities defined for social care ! Centralised social care activities ! Knowledgeable team for proactive social care (relationship building, sales, leads, marketing) ! Processes and responsibilities adapted to proactive social care ! Centralised organisational model ! Digital team with digital skills (combination customer and data roles) ! Hub & spoke organisational model Tooling & technology ! Traditional customer care tools, like helpdesk, call center and self service tools ! Live-chat tools ! Social media monitoring & conversation tool for direct questions and comments ! Continuous social media monitoring for proactive conversation management and reputation & risk management ! Social media management systems incl. content creation ! Omni-channel tooling (CRM, analytics, social) ! Innovative technology (chat bots, AI) ! Data management platforms
  29. 29. Upcomingmaturityframeworks
  30. 30. A maturity framework that is leading for how clients manage modern researchand use data across different phases. Social Intelligence Maturity Framework Community management Maturity Framework A framework createdto growsocial communities into more matured ones, with loyal fans and brand ambassadors, the true advocates of your brand. Future frameworks
  31. 31. Café Bateel & Boutiques Case Study
  32. 32. Social Beginner Social Brand Social Business Inactive Reactive Proactive Predictive Bateel –Social Media maturity models
  33. 33. Planning Presence Engagement Formalised Strategic Converged Goal • Understanding how customers use social channels • Prioritize strategic goals where social can have the most impact • Amplify existing marketing efforts. • Encourage sharing • Drive consideration to purchase • Provide direct support • Internal employee engagement • Set governance for social • Create discipline and process • Strategic business goals • Scale across business units • Objectives within HR, sales, finance. • C-level involvement • Social drives transformation • Integrates social into business culture and philosophy Metrics • Mentions • Sentiment • Share of voice • Fans and followers • Shares • KPI’s on brand level • Traffic • Path to purchase • Lower support cost • Customer satisfaction • Listening to determine customer journey • Process efficiency • Link to departments • Business goals & ROI • Enterprise metrics like Net Promoter Score through social media • Deep analytics tied to functions and lines of business • Insights lead to adaptive and predictive strategies Initiatives • Listening / Monitoring • Internal audits • Pilot • Social content • Risk management • Training • Always on media support • Long term campaigns and projects • Social support communities • Set up internal Enterprise Social Network • Ambassador program • Employee engagement • SMMS to scale employees • Social part of content process • Redefine processes • Enterprise-wide training • One strategy process managed through disparate but complementary teams and efforts Organisation andResources • Monitoring platform • Part-time headcount • Agency support • Social Media manager • Small, dedicated team • Social Media Management Systems (SMMS) • Staffing up social centre of excellence • Invest in technology • Social hub coordinates SoMeMa • Dedicated headcount • Social is everyone’s responsibility Social Beginner ●○○ Social Brand ●●○ Social Business ●●● Bateel –Social business maturity
  34. 34. Bateel –social care maturity frameworkInactive Reactive Proactive Predictive Goal ! Understanding how customers use social channels ! Prioritise strategic goals for social media ! Increase brand and product awareness ! Increase engagement ! Amplify existing customer care efforts through the use of social media ! Improve conversation and feedback ! Improve customer relation ! Understanding the customer journey ! Adding brand value based on customer behavior. ! Deciding on next best activity to help customers before they have a need for help Data & metrics ! Offline customer data, like demographics, contact details, behaviors and sales history ! Basic social data as questions, comments, reviews. ! Response time and rate ! Storage of high level customer feedback ! Lead generation and cost per acquisition metrics ! Tools to help identify relevant KPIs ! Sentiment ! Customer satisfaction ! Net promoter score through social media ! Insights lead to adaptive and predictive customer care strategy ! Social data harvested, stored and combined with CRM to create 360 customer profile ! Omni-channel analytics ! Customer lifetime value ! Customer feedback loop Channels ! No presence on social channels ! Focus on 1 or 2 social channels ! All social channels ! Omni-channel Organisation & resources ! Agency support in planning with social media strategy ! No formal processes and responsibilities for social media ! Basic social media team consisting of in-house and external teams ! Processes and responsibilities defined for social media ! Centralised social media activities ! Knowledgeable team for proactive social media (relationship building, sales, leads, marketing) ! Processes and responsibilities adapted to proactive social media ! Centralised organisational model ! Digital team with digital skills (combination customer and data roles) ! Hub & spoke organisational model Tooling & technology ! Preparing the organization for social tools and integrations with their existing software and tools ! Live-chat tools ! Social media monitoring, measuring, advertising & conversation tool ! Continuous social media monitoring for proactive conversation management and reputation & risk management ! Social media management systems incl. content creation ! Omni-channel tooling (CRM, analytics, social) ! Innovative technology (chat bots, AI) ! Data management platforms
  35. 35. Decentralised Multiple Hub & Spoke HolisticCentralised Hub & Spoke Bateel –organisational model

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