The document discusses social media maturity and presents a social media maturity model. It argues that social media is not traditional media but rather a multi-directional communication and community building platform. The model has five levels: inactive, listening, transmitting, responding, and engaging. The highest level of engagement involves being authentic, responsive to community needs, and integrating social media into the organization's DNA. The document uses examples of John Street Pink Ponies and KLM Surprise to illustrate different levels of social media maturity.

1. Social Media Maturity Why John Street doesn’t get it and KLM does

2. First ... Social Media is not Media at all It is ... Multi-directional communication platform Community-building environment Viral medium It’s something you need to mature into

3. Do Away with Campaign-Based Thinking Campaign Thinking One-off One-way Brand-oriented Engagement Thinking Multi-directional Engaged Discussion Evolutionary Community-building People-oriented ... and think about Engagement!

4. Social Media Maturity Model Transmitting Responding Listening Adding Value Engaging Inactive

5. Social Media Maturity Model Inactive No participation Conversations are going on, but are unheard Ignorance is bliss, right?

6. Social Media Maturity Model Listening Studying conversations relevant to you Using listening tools Refining your interest Analyzing your brand’s social presence Seeing what the competition are up to

7. Social Media Maturity Model Transmitting Sending messages and content relevant to your brand Using social media as a broadcast platform DANGER! This is not ideal and can be a result of Campaign-Based Thinking !

8. Social Media Maturity Model Responding Replying to individual comments Responding to complaints Being tactical about who engages, and when Still in the experimental phase

9. Social Media Maturity Model Adding Value Having conversations with individuals and groups Offering expertise and commentary Creating content of interest to your community Adding value wherever practical and appropriate

10. Social Media Maturity Model Engaging Being authentic and transparent Being responsive to your community’s needs Listening, Transmitting, Responding, Adding Value Building and managing Community Social Media is part of your organization’s DNA!

11. A Couple of Examples John Street Pink Ponies KLM Surprise

12. Why John Street Doesn’t Get It and KLM Does

13. Thank You! Questions? Chris Kedwell Managing Director, Arachne chris.kedwell@arachne.ca www.arachne.ca