Social Media Monitoring Maturity Assessment Benchmarking for continuous improvement  

   

www.kinshipdigital.com  @KINSHIPd  July  2013    

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‘Social media monitoring maturity’ ……. is a measure of a company’s

progress as it moves from accepting the presence of social media monitoring as a marketing or customer service tool, to

continuously leveraging social media intelligence to improve all facets of its

business.

Social Media Monitoring Maturity Model: What questions it answers

1.  Are we getting the best ROI on our SMM investment? 2.  Where can we improve? 3.  How can we extend the benefits to other parts of the organization? 4.  What specific continuous improvement steps can we take? 5.  How do we compare to others?

The model ensures that your organisation receives business value from the improvement activities recommended as part of the strategic review and roadmap development.

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How you benefit 1.  To guarantee business value we work with you to determine your

core “business driver” e.g. customer service, customer satisfaction, product innovation, regulatory compliance, sales growth etc.

2.  Most organisations turn out to be at level 1-2 when they undertake a review. The strategy and roadmap ensures rapid progress to a minimum of level 3 maturity capabilities.

3.  Your organisation is mapped against the model showing its current state and its predicted future state based on implementing the roadmap and we provide improvements steps.

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Action Report

• Invest  in  workflow  • Content  repository  • ExecuCve  educaCon  • Involve  digital  web  team  • Align  with  NPS  objecCves  

Five  Key  Improvements  

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Benchmark report

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We help you answer 5 key questions

ü  Are you getting the best ROI on your social media monitoring investment? ü  Are you capable of moving to the next level of use of monitoring to improve

business performance and improve ROI?

ü  Where do you stand compared to others?

ü  What specific steps do you need to take to move to the next level?

ü  What is your roadmap for social media monitoring in relation to your business objectives?

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Getting started

• Whole  organisaCon?  • Which  business  use  cases?  • How  deep?  

Scope  

• Which  people  and  groups  –  customers?  • When?  • How  much  Cme?  

Resources  

• C-­‐level  • OperaCons  • HR,  resources,  organisaConal  change  

ExpectaCons  

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Let’s get started

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Our Approach Social Media Maturity Assessment

Social Media Monitoring Maturity Model Scope

The model can be applied organisation-wide or applied to a program of work or section of the business. Example business drivers include: •  Customer service •  Research and development •  Business process improvement or business efficiency •  Stakeholder engagement •  ASX Compliance monitoring •  Market, customer and competitor intelligence •  Social sales

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5 Levels of Monitoring Maturity

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Level  1   • ReacCve  Alerts  &  Ad  Hoc  

Level  2   • Social  Media  Monitoring  

Level  3   • Social  Engagement  

Level  4   • Social  Monitoring  CoordinaCon  

Level  5   • Social  Business  Intelligence  

Tollgates ensure capabilities are real

Mandatory “tollgates” between levels A set of criteria which are mandatory for a client to have their social media monitoring rated at a particular level of maturity. That is, no matter if the score exceeds the benchmark for entry to a certain level of maturity, if the tollgate criteria are not met then the maturity level has not been achieved.

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Level  1  • ReacCve  Alerts  &  Ad  Hoc  

Level  2  • Social  Media  Monitoring  

Level  3  • Social  Engagement  

Level  4  • Social  Monitoring  CoordinaCon  

Level  5  • Social  Business  Intelligence  

Steps of Maturity

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Level  1  ReacCve  • Ad-­‐hoc  • Free  tools  

Level  2  Monitoring  • Top-­‐Quandrant  Tools  • Limited  CoordinaCon  • Distributed  chaos  

Level  3  Engagement  • EffecCve  training  • Investment  raConalizaCon  • Content  planning  • IT  Consulted  

Level  4  CoordinaCon  • Cross-­‐funcConal  • Management  acknowledgement  • Center  of  Excellence  • From  data  to  informaCon  

Level  5  Intelligence  • InformaCon  to  Insights  • Strong  Use  Case  alignment  • Shared  investment  • Strategic  value  • Steering  commi_ee  • Big  Data  integraCon  

Maturity Level Descriptions

•  Level 1 - free tools, ad-hoc, inconsistent and often untimely data, high risk of brand or reputation damage. Tactical, with poor alignment with business objectives.

•  Level 2 – pro tools deployed on “distributed chaos” basis, reporting of basic data and limited governance, coordination and escalation, risk of brand and reputation damage.

•  Level 3 - organizations take the content part of engagement seriously, invest more in staff, training and platforms. Roles of monitoring and engagement become coordinated, but not coordinated across the organization.

•  Level 4 - management recognizes the risks & rewards of social media and begins to put the resources and governance in place to create consistency across the organization. Many enterprises implement a social media competency center to share expertise and improve consistency for specific applications or uses of social media information.

•  At Level 5 maturity, organizations have not only coordinated their use of social media information but are focused on optimizing their social media activities – from improved processes to more advanced metrics to integration with other key business activities and integration with company big data.

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Organisation scored on 8 elements

The eight integrated elements reflect capability and culture; an organization is scored against the 8 elements: 1.  Assess & Align 2.  Prevent & Promote 3.  Context & Culture 4.  Organize & Oversee 5.  Monitor & Measure 6.  Engage & Resolve 7.  Inform & Integrate 8.  Detect & Discern

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Approach

There are a number of phases: Can also include a staff survey as well as interviews

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Kickoff  

•   Confirm  Scope  •   Agree  Stakeholder  Groups  •   Agree  workshop  /  interview  approach  

ConsultaCon  

•   Workshops  &  Interviews  •   Data  gathering  

Analysis  

•   Findings  documented  •   Gap  analysis  •   Causes  and  resources  •   Scoring  

Review  

•   Preliminary  review  with  stakeholders  •   Confirm  any  uncertainCes  •   Review  gap  analysis  

Report  

•   PresentaCon  and  Feedback  

Day  1                                                          Days  2-­‐3                                                      Day  4                                                                    Day  4                                                    Day  5            

The key to effective social media monitoring is to identify how more employees, departments and outcomes can benefit and then build the organisational capability to

achieve that.

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About Kinship Digital

The 3 Pillars of Social Media Monitoring Operations PLATFORMS  

Online  Monitoring  AnalyCcs  Placorm  

Internal  CollaboraCon  Community  Placorm  

Social  CRM   PROCESS  Social  Media  Policies  

Technology  IntegraCon  Support,  Crisis  &  Sales  Workflows  

Measurement  Framework  &  Rollout  Global  &  Enterprise  Expansion   PEOPLE  

Behavior  Change  Cross  Silo  CollaboraCon  

ExecuCve  support  &  ParCcipaCon  OrganisaConal  Models  

Employee  &  Partner  ParCcipaCon  

@Michae1Green"

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We  prac(ce  what  we  preach  @KINSHIPd  

Kinship Digital brings

Social  Media  

Enterprise  

Method  

•  Experts  •  CerCfied  •  Monitoring  Leaders  

•  Broad  IT  Experience  •  Complex  OrganisaCons  

•  MulC-­‐level  Maturity  •  8  Measurement  Factors  •  Improvement  Outcomes  

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Company Overview

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KINSHIP  digital  is  a  social  consultancy  that  specialises  in  understanding,  developing  and  protecCng  its  clients’  reputaCon,  brands,  businesses  and  people  in  Social  Media.        

www.kinshipdigital.com  

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Read This for more information

Three Reasons a Social Media Monitoring Assessment Makes Business Sense (Blog post – click above or go to http://kinshipdigital.com Blogs