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Making Leaders Successful Every Day
Advance Your Social Marketing Maturity Part TwoKim Celestre, Senior AnalystMarch, 2015
Source: http://www.gocomics.com/calvinandhobbes/
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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
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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
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Agenda
›Advance Your Maturity By Dialing Up The Science
›The Key Capabilities That Will Move You Forward
›What It Takes To Be A Differentiator
›How To Approach Social Marketing Maturity As A Continuous Cycle
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Marketers struggle to achieve their vision
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Good intentions do not guarantee good results
Source: http://www.legoland.co.uk/en/Jobs/Where/Theme-park/Behind-the-Scenes/LEGO-Model-Making/
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Marketers face four common problems
› Programs based on intuition
› Lack of clear business objectives
› Traditional processes
› Passive measurement methods
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There are four milestones on the roadmap to social maturity
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Advance to the next stage by dialing up the science
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In the Repair stage use customer insights to get back on track› Use Forrester’s POST to restore healthy social
practices
› Align you tactics with the right marketing objectives
› Determine what, how and when to measure social efforts
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Key actions items for the Repair stage
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In the Elevate stage build a data driven business case
› Recruit a C-level champion who can articulate social’s business value
› Use insights to secure dedicated resources
› Collaborate with key stakeholders
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Key actions items for the Elevate stage
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In the Optimize stage use social data to drive long-term strategies
› Use social data in your change management processes
› Use insights to secure dedicated resources
› Collaborate with key stakeholders
› Boost your team’s social intelligence
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Key actions items for the Optimize stage
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In the Differentiate deploy nimble and integrated practices
› Invest in advanced analytics for real time decision making
› Weave social into the customer experience
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Key actions items for the Differentiate stage
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Approach maturity as a continuous cycle
›Schedule assessments at pre-determined intervals
›Test emerging social technologies that support your objectives
› Invest in continuous improvement
Repair
Elevate
Optimize
Differentiate
