Social media maturity model to develop brands from a beginner point of view, into social businesses and social brands.

1. Maturity Frameworks
Social media

2. 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

3. Proud to be Part of merkle

4. Who we are
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.

5. 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

6. SOCIAL DATA STRATEGY CONTENT & CAMPAIGNS COMMUNITY ADVERTISING
What we do
Consultancy

7. Current state of social media

8. 90% of the data on the
internet has been
created since 2016
Source: according to an IBM Marketing Cloud study.

9. 140million
emails sent
emails sent
125
million
emails sent
120
million
Source: according to Centre for Learning and Teaching Nov 2014

10. Source: according to @LoriLewis and @officiallyChadd

12. Combining disciplines
Performance MarketingInfluencer
Marketing
Permission
Marketing
Predictive
Marketing
Content
Marketing
Promotion
Marketing

13. Social media has disrupted the way
people and brands relate to one
another

14. The time of storytelling began
long ago, but it is now
insanely stronger

15. There was a time where the most
popular piece of content on social
media was… TEXT!

16. And social channels look like this!

18. The frameworks we
currently have

19. 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.

20. 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

21. Social business
maturity framework

22. The most mature social
businesses are both more
profitable and have more loyal
customers, each by a 77%
margin.

23. 6 phases in social business maturity
Social Beginner Social Brand Social Business

24. Defining key areas for Social Business Maturity
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.

25. 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 !!!
Social Business Maturity framework

26. Social care
maturity framework

27. 4 phases in social care maturity
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

28. Defining key areas for Social Business Maturity
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.

29. 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

30. Upcoming maturity frameworks

31. Future frameworks
A maturity framework that is leading for
how clients manage modern research and
use data across different phases.
Social Intelligence
Maturity Framework
Community management
Maturity Framework
A framework created to grow social
communities into more matured ones,
with loyal fans and brand ambassadors,
the true advocates of your brand.

32. Café Bateel & Boutiques
Case Study

33. Social Beginner Social Brand Social Business
Inactive Reactive Proactive Predictive
Bateel – Social Media maturity models

34. 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

35. Inactive 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
Bateel – social care maturity framework

36. Bateel – organisational model
Decentralised Multiple Hub &
Spoke
HolisticCentralised Hub & Spoke

37. Sharjah Museums

38. Social Beginner Social Brand Social Business
Inactive Reactive Proactive Predictive
Sharjah Museums – Social Media maturity models

39. 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 !!!
Sharjah Museums – Social business maturity

40. Inactive 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
Sharjah Museums – social care maturity framework

41. Sharjah Museums – organisational model
Decentralised Multiple Hub &
Spoke
HolisticCentralised Hub & Spoke