the social media maturity matrix 2016
TRANSCRIPT
Social Media Maturity Matrix2012 - 2016
An updated path to the comprehensive and effective organisational use of Social Media
Hayden SutherlandIdeal Interface
November 2016
© Ideal Interface 2016
1.Assessing
2.Participating
3.Engaging
4.Integrating
ACTIVITIESKPI’s
DEPT’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status
& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Focused PRactivity (e.g. blogs),
Responding to +/- sentiment,
Building community,
Customer Service Tracking links,Offers/Deals
In-bound linkCustomer Sat
Traffic/postingsSales
Conversions
Social Commerce,Connected
API’s & Graph(Facebook store)
Social CRMInventory & offermanagement bysocial channel,
Etc.
RetentionCLV
Conversion bySocial Channel
Marketing
PRCustomer Service
eCommerce
PRCustomer Service
Information Technology
Marketing eCommerceMarketing
PR
2012
INTERN
ALACTIVITIES
KPI’sO
RGIN
VOLVEM
ENT
• ‘Likes’• Retweets• Favourites• Comments
• Traffic• Conversion• Revenue
• Conversion by-Platform
• Individual influence
EXTERNAL
ACTIVITIES
• Monitoring• Reporting
• Sentiment Analysis• Social Customer-
Service• Formal guidelines
• Retweeting• Replying• Blogging
• Social & CRM (single customer view)
• Social & eCommerce integration
• Sharing• Escalation• Ratings & reviews• Senior Exec Social-
Advocate
• Social sign-on• Hashtag ownership• Engagement at scale
Marketing
Assess Participate Engage Integrate
• Analytics/Tracking
Customer ServiceseCommerce
PRIT & Operations
2016
