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Social Maturity
The document discusses the concept of maturity in social media intelligence programs, emphasizing the importance of measuring both the scale and effectiveness of these programs. It outlines a maturity model that includes various dimensions and factors that organizations can evaluate to identify strengths, weaknesses, and areas for improvement. The content encourages the use of a structured approach to enhance social media intelligence practices across different business functions.
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Social Maturity
- 1. NOW YOU KNOW| BRANDWATCH.COM #NYKCON F What we mean when we talk about maturity James Lovejoy, Content & Research Manager
- 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)
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- 5. #NYKCON F Are you doingsocial media intelligence? NO YES
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- 8. #NYKCON F Community Management Marketing Social Insights PR & Corporate Communications Reputation Management Product Development Advertising Finance Logistics Events Sales SupplyChain Management Stakeholder Engagement CSR Strategy CRM Market Research HR/ Employer Branding
- 9. #NYKCON F Are you doingsocial media intelligence? NO YES Well… what exactly are you doing? (And what aren’t you doing?) Formalizing Integrating Embedding Emerging
- 10. #NYKCON F What do we meanby “maturity?”
- 11. #NYKCON F Scale: How bigis 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”
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- 13. #NYKCON F EXPLORING FORMALIZING INTEGRATINGEMBEDDINGEMERGING 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. #NYKCON F No two companiesthink of maturity the same way.
- 15. #NYKCON F 5 Dimensions ofMaturity
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- 17. #NYKCON F It’s still notperfect.
- 18. #NYKCON F Time for thematurity talk.
- 19. #NYKCON F 1) Use theframework 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
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- 21. #NYKCON F Applications Program Scope Scale of Data Intelligence Strategy Program Governance Howbig is the program? How broad is the data analyzed? What use-cases are fulfilled? How well are insights communicated? How actionable are insights?
- 22. #NYKCON F How big isthe 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
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- 24. #NYKCON F Scale: How bigis 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”
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- 26. #NYKCON F Growth with intention EXPLORINGFORMALIZING 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. #NYKCON F Scale: How bigis 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”
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- 29. #NYKCON F 1) Use therubric 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. #NYKCON F jamesl@brandwatch.com James Lovejoy Content &Researcher Manager Questions? Feedback? Want to join our beta survey? Let me know.
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- 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. #NYKCON F 1) Where isyour 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: