assess your social marketing maturity p1 webinar kcelestre

Making Leaders Successful Every Day

Advance Your Social Marketing MaturityKim Celestre, Senior AnalystFebruary 4, 2015

Source: http://www.gocomics.com/calvinandhobbes/

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

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


Take the assessmentIt’s not too late!

› Online version:

https://forrester.az1.qualtrics.com/SE/?SID=SV_5axyHSL9EmC1Mih

› Document version:

https://www.forrester.com/Evaluate+Your+Social+Marketing+Capabilities/fulltext/-/E-RES59690


Agenda

›Do social smarter, not more

›How to assess your social marketing maturity

›Get the most out of your assessment


Source: Forrester US Digital Marketing Forecast, 2014 to 2019

It’s time to increase your social proficiency


Forrester’s Social Marketing Maturity Model

Source: http://www.legoland.co.uk/en/Jobs/Where/Theme-park/Behind-the-Scenes/LEGO-Model-Making/


Source: Forrester Research “Evaluate Your Social Marketing Maturity”

Step 1: measure your proficiency across four dimensions


Culture

› Your employees and executives consider social media a valuable marketing tool

› You are encouraged to test new social technologies

› You prioritize overall marketing success rather than the use of individual social tools


Organization

› You have enough resources to run effective social programs

› Your social planning leverages stakeholders from outside the marketing team

› You have tools and processes to enable easy collaboration between all of your company’s key stakeholders


Strategy

› You align your social tactics to the stages of your customers’ journeys

› You coordinate your social and nonsocial programs to drive business outcomes

› You have processes in place to interact and respond to customers in social media


Data

› You use customer insights to inform social marketing programs

› You measure how well social programs accomplish your business outcomes

› You use social data to inform your nonsocial marketing programs


Source: http://www.jongordon.com/blog/wp-content/2012/02/JGBlock-4Stages2.jpg


Step 2: Determine which maturity stage you are in

Source: ___Source: Forrester Research “Evaluate Your Social Marketing Maturity”


RepairSocial is not delivering results and requires immediate attention

› You struggle with deployment and measurement

› Your social efforts are not connected to marketing objectives

› You still need to educate key stakeholders about the value of social

› You are in the early stages of identifying your resource needs


ElevateSocial is starting to deliver positive returns

› Your social marketing program is positively impacting at least one marketing objective

› You have an active presence on social channels

› You share your social marketing results with other business functions

› You can justify additional investment in resources to support the growth of your social programs


OptimizeSocial is influencing the overall marketing strategy

› Tactics are aligned with the customer journey

› You fine tune processes, people, technologies and measurement methods so social has maximum impact on marketing objectives

› You are sharing insights across marketing and non-marketing business functions

› Your efforts are getting the attention of your CMO


DifferentiateSocial is providing a competitive advantage

› Social and data driven insights are woven into your company’s culture and organization

› Your strategy drives significant revenue and/or has high impact on business objectives

› You use advanced measurement methods, such as attribution

› You tie your employees’ performance to social’s business value


Source: ___

› What maturity stage are you in?

Placeholder - poll


Source: http://www.ivch.org/images/headers/physician_recruitment.jpg


Use insights from multiple sources

1. Be honest with your assessment• There are no “bad” maturity stages!

2. Involve your key constituents• Different perspectives provide a holistic view

3. Benchmark your scores • Compare scores with different regions, functions

and business units

Thank youKim Celestre

[email protected]

@KCelestre

mailto:[email protected]

assess your social marketing maturity p1 webinar kcelestre

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