This document discusses advancing social marketing maturity. It outlines a four stage roadmap to social maturity: Repair, Elevate, Optimize, and Differentiate. Each stage involves dialing up the science by using data and insights more strategically. The Repair stage focuses on using insights to align tactics with objectives. The Elevate stage builds a data-driven business case. The Optimize stage uses social data to drive long-term strategies. The Differentiate stage deploys nimble, integrated practices and advanced analytics. Approaching maturity as a continuous cycle with regular assessments and improvements is recommended.

1. Making Leaders Successful
Every Day

2. Advance Your Social Marketing
Maturity Part Two
Kim Celestre, Senior Analyst
March, 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
› Advance Your Maturity By Dialing
Up The Science
› The Key Capabilities That Will
Move You Forward
› What It Takes To Be A
Differentiator
› How To Approach Social
Marketing Maturity As A
Continuous Cycle

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Marketers struggle to achieve their
vision

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Good intentions do not guarantee
good results
Source: http://www.legoland.co.uk/en/Jobs/Where/Theme-park/Behind-the-
Scenes/LEGO-Model-Making/

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Marketers face four common problems
› Programs based on intuition
› Lack of clear business objectives
› Traditional processes
› Passive measurement methods

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There are four milestones on the
roadmap to social maturity

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Advance to the next stage by dialing
up the science

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In the Repair stage use customer
insights to get back on track
› Use Forrester’s POST to restore healthy social
practices
› Align you tactics with the right marketing
objectives
› Determine what, how and when to measure
social efforts

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Key actions items for the Repair stage

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In the Elevate stage build a data driven
business case
› Recruit a C-level champion who can articulate
social’s business value
› Use insights to secure dedicated resources
› Collaborate with key stakeholders

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Key actions items for the Elevate stage

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In the Optimize stage use social data to
drive long-term strategies
› Use social data in your change management
processes
› Use insights to secure dedicated resources
› Collaborate with key stakeholders
› Boost your team’s social intelligence

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Key actions items for the Optimize stage

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In the Differentiate deploy nimble and
integrated practices
› Invest in advanced analytics for real time
decision making
› Weave social into the customer experience

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Key actions items for the Differentiate
stage

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Approach maturity as a continuous cycle
›Schedule assessments at
pre-determined intervals
›Test emerging social
technologies that support
your objectives
›Invest in continuous
improvement
Repair
Elevate
Optimize
Differentiate

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