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4 Levels ofSocial Media Maturity
Where is your organization?
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
SOCIAL BUSINESS COLLABORATION
2Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Presentation Purpose
SOCIAL BUSINESS COLLABORATION
• Want to help your organization along the social maturity path? This presentation will introduce you to some of the critical ideas, tools and best practices for helping develop your social business collaboration strategy and help you better support your social customer.
• For more detailed information and to get your questions answered about social crm, join us at the BrightTalk Social CRM Summit on December 14th at 10am http://www.brighttalk.com/webcast/24021
3Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Media Analytics MaturityWhere are you today?
Where do you want to go?
SOCIAL BUSINESS COLLABORATION
ROI
MaturitySocial Business
CollaborationMonitoring Research
Social Targeting& Data Mgmt.
4Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
First Level – Monitoring
SOCIAL BUSINESS COLLABORATION
• Are you using a tool to listen to what your customers, prospects, and market influencers are saying online?
• Are you using these findings to help you better relate to your customers/prospects?
Tools• Keyword search tools are easy to set up and use
– require a lot of manual reading/annotation to gain insight.
– Struggle with the volume of data to deliver intelligent data about customers
• Good introduction to social media conversations
5Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
The software should automate your ability to identify emerging consumer desires, and to track your ability to change them
The platform should help you conduct both open-ended and closed-ended analysis to better identify and interpret consumers’ attitudes, beliefs, and behaviors
The Platform should support the following tasks to most effectively and efficiently integrate into your Social Business Collaboration Systems:
• Topic Setup and Configuration• Organic Insight Discovery• Dimension Creation for Repeatable Metric Measurement• Scheduler for comprehensive data-feed integration into relational
databases
Key Functionality for Listening Platform
SOCIAL BUSINESS COLLABORATION
6Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Second Level – Research
SOCIAL BUSINESS COLLABORATION
• Are you conducting social research to inform your strategy– Integrating social media insights into your
communications, advertising or customer serviceTools• Sophisticated analytic tools
– Translate insights into recommendations for changes/adjustments to your strategy
– Uses advanced forms of semantic filtering to blend qualitative and quantitative research
• Required foundation for Social Business Collaboration
7Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Third Level – Social Targeting & Data Management
SOCIAL BUSINESS COLLABORATION
• Are you improving the knowledge you have about your customers by appending listening-based insights and data within your CRM database? – Capture new prospects using a wide social media net to
identify people interested in your market, solution, product or offering
Critical features • Real-time semantic filtering-based text mining and analytics
across both social and private data sources
• Process-centric customer, prospect and influencer based social outreach
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Social Targeting Better communicate with
new prospects and existing customers…
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Targeting New ProspectsIdentify prospects engaging in online conversations in categories to support highly targeted social outreach programs. In the future, map profiles to emails/cookies to support targeted digital display advertising and outbound email campaigns
Listening to Existing CustomersClients provide digital/social profiles of their current customers, so they can listen comprehensively to this Audience’s current and historical conversations to give unique insights for both macro Audience segments and individual customers/prospects to enable better targeting
and continue to evolve and know your customers and prospects more deeply
SOCIAL BUSINESS COLLABORATION
9Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Fourth Level – Social Business Collaboration
SOCIAL BUSINESS COLLABORATION
• Are you following best practices for engaging with your customers, prospects and influencers?– Measuring what’s working and what’s not so you can
learn and adjust your engagement processes and efforts?
Critical Features• Augment existing CRM database to append online/social
media data• Introduce new transactional-oriented central data
repository to feed their engagement/measurement system
10Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Has your answer changed?
SOCIAL BUSINESS COLLABORATION
• Want to know how to evolve your organization’s social business collaboration?
• Want to better understand the steps to implementing a social business collaboration strategy?
• Confused about the difference between Listening and Monitoring?
• Interested in predictive analysis for social media and the growing influence of the social customer.
Join us at the BrightTalk Social CRM Summit on December 14th at 10am http://www.brighttalk.com/webcast/24021 or contact me jennifer dot roberts @ collectiveintellect.com
11Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Value comes with Social MaturityWhere are you today?
Where do you want to go?
SOCIAL BUSINESS COLLABORATION
ROI
MaturitySocial Business
CollaborationMonitoring Research
Social Targeting& Data Mgmt.
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The Evolution of Social Business Collaboration Solutions
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
SOCIAL BUSINESS COLLABORATION
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