assess your social marketing maturity p1 webinar kcelestre
TRANSCRIPT
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Making Leaders Successful Every Day
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Advance Your Social Marketing MaturityKim Celestre, Senior AnalystFebruary 4, 2015
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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
›Do social smarter, not more
›How to assess your social marketing maturity
›Get the most out of your assessment
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Source: Forrester US Digital Marketing Forecast, 2014 to 2019
It’s time to increase your social proficiency
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Forrester’s Social Marketing Maturity Model
Source: http://www.legoland.co.uk/en/Jobs/Where/Theme-park/Behind-the-Scenes/LEGO-Model-Making/
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Source: Forrester Research “Evaluate Your Social Marketing Maturity”
Step 1: measure your proficiency across four dimensions
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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
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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
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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
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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
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Source: http://www.jongordon.com/blog/wp-content/2012/02/JGBlock-4Stages2.jpg
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Step 2: Determine which maturity stage you are in
Source: ___Source: Forrester Research “Evaluate Your Social Marketing Maturity”
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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
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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
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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
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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
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Source: ___
› What maturity stage are you in?
Placeholder - poll
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Source: http://www.ivch.org/images/headers/physician_recruitment.jpg
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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