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Short slide deck that explains how social media maturity impacts business strategy.
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www.kathyherrmann.comwww.drnatalienews.com
Twitter: @drnatalie Twitter: @kathyherrmann
Social Maturity
Social Business starts with your strategy.
You first need to know where you are on the Social Media Maturity
curve.
LISTENLearn about digital media through reading, seeking opinion, attending training sessions.
LEARNPersonally start using social media; stay on top of broader media changes in progress.
ENGAGEApply personal experiences to business needs; get started with social networks for brands, blogging, create new forms of content.
ANALYZELearn from successes and failures, begin to refine new practices that are delivering value to the communities they serve. Incorporate new ideas and strategic use of digital tools more often.
OPTIMIZEChange how the brand/business operates to better serve customers (true CRM) and stakeholders; design and execute strategic programs that have measurable and sustained impact.
Social Maturity Curve
Monitoring and Measurement. Audience Engagement. Content, Platforms & Syndication. Community Interactions. Campaign Execution. Organizational Synergy.
Areas of discovery:
Social Maturity Insights
• What your company is doing well.• What you can do better.• Gap data used to create a strategic
plan for social media.• Get to ROI.• Leapfrog your competition.
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• What is your brand’s real-time persona?• How do employees of the brand behave?• What actions do they take?• How do they relate and respond to people, news, and its environment?• How do they engage?• How does the brand live out its purpose, values, and promise?• How is the brand engaging your audience to participate, to comment, to
explore?• Are you telling your brand’s stories the same old way?• Are you using the same old “voices” to tell the story?• How are you “showing” vs. “telling” your brand’s story?• How are your brand’s data streams represented, presented, and interpreted?• How is your brand capitalizing on interconnectedness of the network of
friends, influencers, advocates, etc.?• How is your brand of service?• Is the promise and value of your brand real for customers?• How transparent are your corporate communications?• Are your executives comfortable with being genuine, authentic, open, and
direct?• Does the brand openly solicit and respond to customer questions and
concerns?• How is your brand advancing, simplifying, and solving customer problems?
Questions to consider
Case study: iRobotHow iRobot used ramped up social maturity…
Took a complicated technology and made it into a
consumer product…
iRobot began listening to what was being said in social media….
• Heard what customers were saying
• It was not always positive – and was stopping sales!
• Gathered screenshots
• Put them in a powerpoint
• Gave them to CEO
“My Roomba doesn’t pick up pet hair #frustrated”
“My Roomba isn’t working – can’t fix it #fail”
iRobot took charge of the social customer interactions.
The CEO appointed Dir.
Social Customer
Interactions.
iRobot used social media maturity to impact business processes, systems and productivity.
• Reduction in call volume– Superusers answer customer questions
• Increase positive sentiment– Increase in positive word of mouth– Customers become marketers– Increase in sales
• New product lines– Specific products based on customer’s
wants’
And the results were a complete business transformation…
• Absent of:– Politics and resistance – “Not invented here” or “not
my problem”
• Social media lead to transformation of:
– Engineering, Product Development, QA
– Fulfillment, Order Management,
– Marketing, Sales and Advertising
Chalk it up to the “Witness” factor
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…let’s do some myth busting
*smROI
Kathy [email protected]
@KathyHerrmann+KathyHerrmann
Natalie [email protected] www.DrNatalieNews.com
@DrNatalie+DrNatalie
For more information on smROI & other topics… see our e-books
