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Where Innovation OperatesManagementConsultants
Where Innovation OperatesManagementConsultants
Social Media and Co-CreationJuly 2011
Maturity ModelHow the top global firms are adopting Social Media
Social Media
Where Innovation OperatesManagementConsultants
65% of US Adults Using Social Media
Where Innovation OperatesManagementConsultants
100% of top global firms have employees using Social Media
*109 Global Firms surveyed in Q2 2011By Open-First researchers
Where Innovation OperatesManagementConsultants
Where Innovation OperatesManagementConsultants
Where Innovation OperatesManagementConsultants
Social Media Adoption by top firms
Where Innovation OperatesManagementConsultants
100% of all surveyed companies had employees already using one or more social network and social media services.
The first phase of Stage 1 is Observation, companies monitoring conversations
Tools and processes are then implemented to support activity – typical initial focus is on PR, HR or Customer Service
14% of surveyed global firms are implementing cross-functional social media processes
After a company has engaged formally in social media, instances emerge requiring coordination – a customer service issue arising from a PR interaction for example.
Tools and processes are integrated across all business functions
Customers perceive that the entire company is supporting its product, as boundaries among business functions are hidden from customers
11% of top global firms have begun to implement a consistent strategy across social media
Expressing strategic objectives through all customer touch points requires new company wide organizational facilities:
Central coordination for social media including a “command center” that coordinates social media engagement.
HR practices that train every employee in their role as public spokespeople for the company
Analytical systems that gather and report on all market activities
17% of top global firms 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.
Companies need to encourage: Thought leadership, content
production, event participation, and facilitation or coordination of industry initiatives
Expression of clear values and a POV on industry issues and consistency on those positions in practice.
Functional1
Cross-Functional
Strategic Focus
Ecosystem
2
3
4
Social Media Maturity Model• 17% of the Global firms surveyed are developing full ecosystems
– companies like Daimler AG, Google, IBM, Nike, and Telefonica
More than half of top global companies can be
classified as Stage 1 – either in observation or implementation in just
one functional area
Where Innovation OperatesManagementConsultants
Rachel BergDirector
M+1 650.678.6297F +1 650.967.6367
444 Castro Street , Suite 400 Mountain View, CA 94041U.S.Awww.prtm.com
Contacts
Ted SheltonCEO
M +1 510 735.7158
