social media monitoring maturity assessment model kinship-digital
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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
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