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Social Maturity

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What do we mean when we say “social media intelligence”? In this session, we’ll introduce the social media maturity model and define what characteristics make a business’s social media intelligence program more successful at uncovering, delivering, understanding and acting upon insights derived from online data. You’ll learn how to evaluate your maturity and develop a basic growth plan to further empower your social programs.

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Social Maturity

  1. 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F What we mean when we talk about maturity James Lovejoy, Content & Research Manager
  2. 2. #NYKCON F 1. Why Now? 2. What do we mean by maturity? 3. Challenges & Strategy 4. The Maturity Model 5. Why Measure? 6. Group Exercise Today’s Agenda (not that kind of maturity)
  3. 3. #NYKCON F Why Now?
  4. 4. #NYKCON F Early Brandwatch Analytics
  5. 5. #NYKCON F Are you doing social media intelligence? NO YES
  6. 6. #NYKCON F analytics vizia audiencesoperators signals salesforce networks wizards historical data Vizia hub
  7. 7. #NYKCON F
  8. 8. #NYKCON F Community Management Marketing Social Insights PR & Corporate Communications Reputation Management Product Development Advertising Finance Logistics Events Sales Supply Chain Management Stakeholder Engagement CSR Strategy CRM Market Research HR/ Employer Branding
  9. 9. #NYKCON F Are you doing social media intelligence? NO YES Well… what exactly are you doing? (And what aren’t you doing?) Formalizing Integrating Embedding Emerging
  10. 10. #NYKCON F What do we mean by “maturity?”
  11. 11. #NYKCON F Scale: How big is the program? How many things are you doing? Effectiveness: Of what you’re doing, how well are you doing it? How well is it set up to drive business action? “The scale and effectiveness of a business’s social media intelligence program”
  12. 12. #NYKCON F Challenges & Strategy
  13. 13. #NYKCON F EXPLORING FORMALIZING INTEGRATING EMBEDDINGEMERGING The most advanced businesses: • Using Vizia throughout all offices • Analyst team doing advanced consumer research • Technical integrations between social and other data • Insights widely distributed and executives act on it What’s social media intelligence?
  14. 14. #NYKCON F No two companies think of maturity the same way.
  15. 15. #NYKCON F 5 Dimensions of Maturity
  16. 16. #NYKCON F Factors within Dimensions
  17. 17. #NYKCON F It’s still not perfect.
  18. 18. #NYKCON F Time for the maturity talk.
  19. 19. #NYKCON F 1) Use the framework to define your maturity 2) Identify strengths and weaknesses 3) Discuss and decide what dimension/factor to develop 4) Discuss and devise a plan to develop In Practice
  20. 20. #NYKCON F The Maturity Model
  21. 21. #NYKCON F Applications Program Scope Scale of Data Intelligence Strategy Program Governance How big is the program? How broad is the data analyzed? What use-cases are fulfilled? How well are insights communicated? How actionable are insights?
  22. 22. #NYKCON F How big is the program? How broad is the data analyzed? What use-cases are fulfilled? How well are insights communicated? How actionable are insights? Program Scope Scale of Data Applications Program Governance Intelligence Strategy Departments Team Size Scope of Data Sources Data Integration Breadth of Use-cases Type of Use-cases Organization Structure Level of Comms Depth of Research & Monitoring Executive Sponsorship Historical Languages Business Influence
  23. 23. #NYKCON F Why develop your maturity?
  24. 24. #NYKCON F Scale: How big is the program? How many things are you doing? Effectiveness: Of what you’re doing, how well are you doing it? How well is it set up to drive business action? “The scale and effectiveness of a business’s social media intelligence program”
  25. 25. #NYKCON F A symbiotic relationship
  26. 26. #NYKCON F Growth with intention EXPLORING FORMALIZING INTEGRATING EMBEDDINGEMERGING • Beyond marketing • Doing research • Collecting competitor data • Adding structure • Expanding number of social insights consumer • Product feedback research • Historical trends research • Hub & spoke structure • Technical integrations between social and other data • Researching author panels & demographic groups • Executives involved in the program • Identifying unasked questions • Introducing social media intelligence
  27. 27. #NYKCON F Scale: How big is the program? How many things are you doing? Effectiveness: Of what you’re doing, how well are you doing it? How well is it set up to drive business action? “The scale and effectiveness of a business’s social media intelligence program”
  28. 28. #NYKCON F Practice
  29. 29. #NYKCON F 1) Use the rubric to define your maturity 2) Identify strengths and weaknesses 3) Discuss and decide what dimension/factor to develop 4) Discuss and devise a plan to develop Practice
  30. 30. #NYKCON F jamesl@brandwatch.com James Lovejoy Content & Researcher Manager Questions? Feedback? Want to join our beta survey? Let me know.
  31. 31. #NYKCON F Now You Know
  32. 32. #NYKCON F 1) Consumer Research 2) Crisis & Detection Management 3) Product Strategy 4) Content & SEO 5) Campaign Intelligence 6) Reputation & Brand Management 7) Community Management & Customer Service 8) Influencer Marketing 9) Social Selling 10) Employee Recruitment, Compliance & Advocacy 11) Security 12) Supply Chain Analysis 13) Financial Modeling 14) Other Applications: Departments: 1) Consumer Insights 2) Executive Team 3) Marketing 4) Product Development 5) Customer Service 6) Sales 7) Human Resources 8) IT 9) Security 10)Other
  33. 33. #NYKCON F 1) Where is your program strongest? 2) Weakest? 3) Where might there be an effectiveness stopgap? 4) How could you scale up your program? 5) What obstacles lie in your way of developing in certain dimensions? 6) Do you value each dimension equally or are some more important to your business? Questions:

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