Management<br />Consultants<br />Social Media and Co-Creation<br />July 2011<br />Social Media<br />Maturity Model<br />Ho...
65% of US Adults Using Social Media<br />
100% of top global firms have employees using Social Media <br />*109 Global Firms surveyed in Q2 2011<br />By Open-First ...
Social Media Adoption by top firms<br />
17% of the Global firms surveyed are developing full ecosystems – companies like Daimler AG, Google, IBM, Nike, and Telefo...
In the fullest form, social media engagement is an opportunity for a company to participate as an equal to vendors, custom...
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Social Media Maturity Model

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This paper presents a model for bechmarking the development of firms in utilizing social technologies and establishes a baseline for comparison by examining the activities of top global firms like IBM, Nike, SAP, etc. This research work was conducted by management consulting firms Open-First and PRTM in the second quarter of 2011

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Social Media Maturity Model

  1. 1. Management<br />Consultants<br />Social Media and Co-Creation<br />July 2011<br />Social Media<br />Maturity Model<br />How the top global firms are adopting Social Media<br />Where Innovation Operates<br />
  2. 2. 65% of US Adults Using Social Media<br />
  3. 3. 100% of top global firms have employees using Social Media <br />*109 Global Firms surveyed in Q2 2011<br />By Open-First researchers<br />
  4. 4.
  5. 5.
  6. 6. Social Media Adoption by top firms<br />
  7. 7. 17% of the Global firms surveyed are developing full ecosystems – companies like Daimler AG, Google, IBM, Nike, and Telefonica<br />Ecosystem<br />4<br />More than half of top global companies can be classified as Stage 1 – either in observation or implementation in just one functional area<br />Strategic <br />Focus<br />3<br /><ul><li>17% of top global firms
  8. 8. In the fullest form, social media engagement is an opportunity for a company to participate as an equal to vendors, customers, and even competitors to achieve broader industry objectives.
  9. 9. Companies need to encourage:
  10. 10. Thought leadership, content production, event participation, and facilitation or coordination of industry initiatives
  11. 11. Expression of clear values and a POV on industry issues and consistency on those positions in practice. </li></ul>Cross-Functional<br />2<br /><ul><li>11% of top global firms have begun to implement a consistent strategy across social media
  12. 12. Expressing strategic objectives through all customer touch points requires new company wide organizational facilities:
  13. 13. Central coordination for social media including a “command center” that coordinates social media engagement.
  14. 14. HR practices that train every employee in their role as public spokespeople for the company
  15. 15. Analytical systems that gather and report on all market activities </li></ul>Functional<br /><ul><li>14% of surveyed global firms are implementing cross-functional social media processes
  16. 16. After a company has engaged formally in social media, instances emerge requiring coordination – a customer service issue arising from a PR interaction for example.
  17. 17. Tools and processes are integrated across all business functions
  18. 18. Customers perceive that the entire company is supporting its product, as boundaries among business functions are hidden from customers</li></ul>1<br /><ul><li>100% of all surveyed companies had employees already using one or more social network and social media services.
  19. 19. The first phase of Stage 1 is Observation, companies monitoring conversations
  20. 20. Tools and processes are then implemented to support activity – typical initial focus is on PR, HR or Customer Service</li></ul>Social Media Maturity Model<br />
  21. 21. Contacts<br />Rachel Berg<br />Director<br />M +1 650.678.6297<br />F +1 650.967.6367<br />rberg@prtm.com<br />Ted Shelton<br />CEO<br />M +1 510 735.7158<br />tshelton@open-first.com<br />444 Castro Street , Suite 400 Mountain View, CA 94041<br />U.S.A<br />www.prtm.com<br />www.open-first.com<br />

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