EVOLUTION NOT
REVOLUTION THE SOCIAL INTELLIGENCE MATURITY MODEL
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
THE SOCIAL INTELLIGENCE MATURITY MODEL Social media generates an enormous amount of data, relentlessly and in real-time. Every day, social media users send 500 million tweets, add 4.5 billion Likes on Facebook, and share 55 million new photos on Instagram. Still more data flows through Google+, YouTube, LinkedIn, and other social networks, forums, and online media channels. All this activity generates a huge pool of consumer intelligence for brands. But the days of Social Media Marketing producing easy wins for brands are long gone. As the age of big data marketing continues to push boundaries, successfully hitting KPIs requires getting better at delivering the RIGHT message to the RIGHT audience at the RIGHT time. Our goals and objectives are evolving from targeting mass audiences and improving overall campaign performance to targeting individuals and driving specific channel effectiveness, at scale. Fueling this trend is an ongoing public conversation about your enterprise and its competitors. And this conversation is being driven by your customers, who have more influence and reach than ever before. Everything about today’s consumer has changed: • • • •
They have access to tons of information They have a voice with more reach than ever before They demand content that is relevant and high-quality They expect brands to understand their interests without disturbing their privacy SOURCES OF DOMINANCE
Age of manufacturing mass manufacturing makes industrial powerhouses successful.
1900-1960
Ford, RCA, GE Boeing, P&G, Sony
Age of distribution Global connections and transportation systems make distribution key.
1960-1990
Walmart, Toyota, UPS, CSX
Age of information Connected PCs and supply chains mean those who control information flow dominate.
1990-2010
Amazon.com, Google, Intuit, MBNA
SUCCESSFUL COMPANIES
Age of the customer Empowered buyers demand a new level of customer obsession
2010-?
Contenders include Facebook, IBM, Best Buy, and Apple.
SOURCE: Forrester Research, Inc
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
INTRODUCTION All day, every day, your customers are revealing information about their motivations, loyalties, preferences, likes and dislikes. This flow of data, while daunting in scope, offers brands an unprecedented opportunity to improve sales, customer service, marketing campaigns, and product development simultaneously. But that requires adopting tools to listen to social media conversations and systematically apply learnings to business decisions. To succeed in today’s world of big data, companies must align social strategies with business imperatives. The key challenge for enterprises is not just to capture social data, but to transform it into actionable insights at strategic, business, and process levels. Therefore, it must be aggregated, filtered, and mined for relevance and made visible in regular decision-making contexts for people throughout the organization. The ultimate goal is Social Intelligence -the state in which social media data is shared openly across departments and fully integrated into business processes and strategies. To help organizations understand the different stages of Social Intelligence, we have defined the social intelligence maturity curve as a series of steps required to build a social organization at scale.
TABLE OF CONTENTS
1
Introduction
2
The Challenges
3
The Approach
4
Social Marketing is Changing as Brands Adapt to Consumers
5
Social Marketing Programs Transform Your Organization
6
Social Intelligence Connects Your Organization and Improves Business Results
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
THE CHALLENGES MARKETERS TODAY FACE SEVERAL KEY CHALLENGES WHEN BUILDING THEIR SOCIAL STRATEGIES: •
While most marketers recognize social marketing as a key to success, they still begin social marketing programs without a clear vision of what they hope to achieve.
•
Most marketers do not understand how to measure the success of social activities in terms of tangible business value. Without clear KPIs in place, the value of social marketing can be unclear and thus difficult to justify, build, and scale.
•
Navigating a path forward requires understanding not only what you're trying to achieve -- and how you're going to track progress -- but the people, processes and technology that must be in place to make progress towards those goals.
THE APPROACH •
ALIGN social marketing objectives with specific and quantifiable business goals.
•
ASSESS your level of maturity and define the level to which you need to grow to achieve your objectives. What are your main obstacles to progress?
•
DETERMINE which people, processes and technology resources will be necessary to support your desired level of social marketing maturity. You may move through stages, or skip stages depending on the size - or challenge - associated with bridging the gap between your current and desired state.
•
SECURE the necessary resources - headcount, documented workflows, budget - to make your programs successful.
Alight SM objectives with specific business goals
ALIGN
Determine which people, processes and technology resources will be necessary to support your desired level of social marketing maturity
ASSESS
DETERMINE
Asses your level of maturity and define the level to which you need to grow to achieve your objectives
SECURE
Secure the necessary resources - headcount, documented workflows, budget - to make your programs successful
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
DEPARTMENT GOALS: SALES AND MARKETING • • •
Brand awareness Increase sales Customer retention
HR • •
Reduce recruiting costs Increase talent pool
CUSTOMER SERVICE • •
Reduce number of phone calls Decrease negative sentiment
RESEARCH • •
Gain customer feedback to improve program Crowdsource a new product offering
SOCIAL MARKETING IS CHANGING AS BRANDS ADAPT TO CONSUMERS Social marketing as a discipline is maturing. Customers are more active on social sites and they exchange more information with organizations and each other than ever before. In response, most companies have built social marketing programs to capture and respond to critical data. But they still have room to evolve in how they leverage social networks and the tools and technologies for listening to, engaging with, and understanding the voices of their consumers. Without improved strategies, processes and resources, marketing organizations will miss out on opportunities that come from understanding market momentum. How can marketers continue to build their organizations to support a more thoughtful approach to social marketing management? This research offers an assessment of where your program is today, and guidance on how to advance from your current state.
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
BUILD A SOCIAL MARKETING PROGRAM THAT TRANSFORMS YOUR ORGANIZATION LISTEN
COLLABORATE
ANALYZE
CONNECT
ENGAGE
SCALE
LISTEN In the listening stage, organizations monitor social media to gain a better understanding of their customers, competitors, and the influential people and forces that shape their market and industry. LOW MATURITY: Direct watching of social platforms or using free/cheap monitoring tools (e.g. TweetDeck) to see how customers are acting/reacting to your brand or key terms. Depending on available resources, these tools typically serve a single department. HIGH MATURITY: Using a higher-quality automated listening platform to monitor several social media sources at once, serving several departments, and finding KPIs for each department's needs. This approach depends less on human resources and allows listening to be cross-departmental.
PEOPLE (DEPARTMENT)
PROCESS
KPI
PR & Corporate Communications
Listen for negative mentions about your brand before they escalate
Set alerts for negative brand mentions to be aware of any crisis the minute it arises
Marketing
Monitor brand mentions
Measure your brand mentions - How much is your brand discussed on social media?
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
ANALYZE LOW MATURITY: Basic tools offer the ability to measure Twitter data (tweets and retweets), influencers, media type, voice and source info, topics, and location info. HIGH MATURITY: Higher-end tools include sentiment analysis, content ranking, social insights, and deeper influencer analysis. These advanced capabilities help marketers find immediate insights into key topics and trends, and sift through data to find high-value content and influencers. Deeper analytics combined with reporting capabilities enable high-maturity marketers to run more comprehensive reports focusing on different subsets/combinations of data as needed.
PEOPLE (DEPARTMENT)
PROCESS
KPI
PR & Corporate Communications
Analyze communities, influencers, and share of voice
Measure brand mentions in key demographics how frequently do core communities/interest groups /supporters discuss your brand?
Marketing
Analyze sentiment by key topic and among top influencers
Structure marketing themes to reinforce brand strengths and combat brand weaknesses
Customer Service/Support
Track customer complaints and/or product/service malfunctions
Correlate mentions of product/service malfunctions with most common customer service inquiries
HR
Track positive brand mentions to hone in on potential hiring leads
Measure your leads acquired to number of hires - What is the reduction in employee acquisition costs and quantity of qualified candidates? Research – Track the number of surveys completed and ideas shared for improvement
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
COLLABORATE LOW MATURITY: Basic content routing and workflow management to deliver different media types or tagged content to different departments. HIGH MATURITY: More sophisticated tools offer the ability to set up teams and departments and auto-route (or drag-and-drop) content to specific individuals/teams/departments.
PEOPLE (DEPARTMENT)
PROCESS
KPI
PR & Corporate Communications
Route content from new communities & influencers, and auto-send regular reports on brand health
Set alerts for increases and decreases in brand mentions from key communities/ influencers, and monitor overall brand health
Marketing
Send data from key domestic and international markets to maintain view of brand/global initiatives
Measure brand health based on sentiment and verbatim volume in key brand initiatives/markets
Customer Service/Support
Route negative verbatim from high-ranking sources and key influencers for crisis control
Measure quantity of negative verbatim per topic on daily/weekly/monthly basis
HR
Deliver brand-relevant content and influencers to assist in recruiting
Compare daily/weekly leads to number of hires
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
ENGAGE: ENGAGE WITH CUSTOMERS IN REAL-TIME LOW MATURITY: Simple engagement tools allow marketers to respond to tweets, Direct Messages, and sometimes Facebook posts. Low maturity engagement is typically used to perform triage during social media crises, but lacks the complexity to help marketers build two-way dialogues with key individuals and audiences. HIGH MATURITY: High-end toolsets offer engagement capabilities across a wider range of supported networks, and may even include scheduling functionality to help marketers strategize, distribute, and pre-load their messaging. High-maturity engagement enables marketers and PR departments to quickly respond to crisis situations, as well as build relationships with influencers and other key entities in the social space. In the Engaging stage, departmental teams start to follow up social media listening with action. They continue to analyze brand sentiment, but now work proactively to address customer inquiries or complaints. They conduct two-way communications on social channels, building relationships with customers, sales prospects and brand ambassadors. Once an organization matures to the engagement phase, they will routinely integrate social media into customer service, sales and influencer marketing.
PEOPLE (DEPARTMENT)
PROCESS
KPI
PR & Corporate Communications
Communicate regularly with key influencers in core communities, and reach out to influencers in new communities
Achieve daily/weekly response rates to verbatim based on community and influencer priorities
Marketing
Generate collateral to address key markets/initiatives and combat negative perception
Distribute daily, weekly and monthly content of different types in new markets; measure increases in positive/negative brand-related verbatim in new markets based on dissemination of collateral in those markets
Customer Service/Support
Respond to negative verbatim from key influencers and specific/recurring service requests
Develop standardized responses to recurring requests; achieve daily/weekly response rates to negative verbatim; automate initial responses via social channels
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
CONNECT AND SCALE: EMPOWER DECISION MAKING WITH SOCIAL INTELLIGENCE ACROSS THE ORGANIZATION LOW MATURITY: Integrate departmental CRMs, social accounts (Facebook, Twitter, etc.), and potentially external toolsets such as Google Analytics. HIGH MATURITY: Flexible, open platforms integrate easily with a variety of external toolsets, including CRMs, PM software, social accounts, and any other packages the organization (or particular departments) may already be using. High-end platforms can accommodate both inbound and outbound integrations, easing the pains of platform adoption and enabling the tool to ďŹ t into the organization's (and each department's) existing software ecosystem.
PEOPLE (DEPARTMENT)
PROCESS
KPI
PR & Corporate Communications
Integrate PR management software to coordinate press releases and internal comms
Distribute press releases /internal comms via external software integrated with platform
Support
Integrate CRM to track customer service requests, response status, solution progress, etc.
Manage and respond to service requests via platform-integrated CRM
Marketing
Integrate marketing services software to generate collateral based on social data
Generate and distribute marketing collateral through platform-integrated marketing software
HR
Integrate HR management software to track leads, hires, acquisition costs
Manage leads, hires, and acquisition costs with platform-integrated HR solution
EVOLUTION NOT REVOLUTION
THE SOCIAL INTELLIGENCE MATURITY MODEL
SOCIAL INTELLIGENCE CONNECTS YOUR ORGANIZATION AND IMPROVES BUSINESS RESULTS At this stage, social marketing works as part of a well-oiled, multichannel machine. Social marketing activities help drive interaction across all other channels; posts in social feeds push users to commerce stores, emails drive participation in social programs, and social shares create web activity that generates new leads. As such, planning for the customer journey across channels becomes critical. Social marketing activities at this level connect the entire organization; insights from social programs travel to product teams, service issues escalate to the service organization, and promotions drive sales activity.
KEY TAKEAWAYS
KPI
1
We are living in the age of the empowered customer
2
Building a strong brand in the age of the customer requires leveraging social data
3
Social Data drives monitoring, listening, and in turn, Social Intelligence
4
Social Intelligence requires dedicated resources in each department
5
Social marketing activities based on Social Intelligence connect the entire organization
ABOUT SYNTHESIO Synthesio, named THE leader in The Forrester Wave™: Enterprise Listening Platforms, Q1 2014 report, is a Global Social Intelligence Platform. Used by some of the world’s top brands, and the agencies that support them, Synthesio is the framework for building social intelligence that provides real business results. Whether an organization’s social team is built within Marketing or crosses multiple departments, business units or geographies, Synthesio helps teams listen, analyze, and engage with consumer conversations across social and mainstream media within one platform. Founded in 2006, Synthesio has offices in New York, Paris, London, and Singapore. www.synthesio.com.