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Your Social Media Maturity Model: 9 Ways To Track & Empower Social Media Success

Derek Showerman Principal Marketing Consultant dshowerman@salesforce.com @derekshowerman

Goals

Walkthrough how Marketing Cloud Professional Services tracks the social maturity of

our customers

Session visitors will learn how to track their business across the 9 dimensions of

Social Maturity and what are the benchmarks associated with the four layers of each

dimension

Walk away knowing the 9 most important

considerations of pushing your Social Maturity forward

1 2 3

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Social Maturity Model The 9 dimensions of your social maturity

Why Social Media is a challenge

 They need guidance on •  Clear goals •  Objectives

•  How to achieve their Social vision •  Infrastructure to make it happen

 Business are transitioning from impressions to conversions

TIME

MATU

RITY

Social Media

Email Marketing

CRM

Support Active

Engage Organized

Listen Informal

Sell Conversion

Learn Optimized

PATH TO MATURITY

Typical Social Maturity

What is your brands Social Maturity Score?

3. Active •  Blog & Content Strategy •  Empowering advocates

& influencers •  The brand routes social

data •  Social SEO & PPC

begin •  The brand creates

content for all Dept’s, starting with Customer Care

•  Service Cloud & Sales Cloud

2. Organized •  Direct consumer

engagement, may include Customer Service

•  The brand chooses channels to engage in with a purpose.

•  Governance begins. •  Paid/owned/earned

presences are born •  Full time social media

employees •  COE fully flushed out •  Competitive and

industry monitoring •  Measuring against

Goals

1. Informal •  The brand is listening

for mentions, competitive intelligence, innovation ideation.

•  The Brand is using Email marketing

•  Some policies, no COE or training

•  Limited Senior leadership buy-in

Functionality ExtensiveLimited

Bus

ines

s Im

pact

High

Low

5. Conversion •  Traditional Marketing

support Digital Marketing Efforts (Likewise)

•  All Social Data is Routed (Big Data to Actionable Data)

•  All BU’s have their own KPI’s of Success & Allotted Resources

•  All Content has clear CTA’s (Call To Actions)

•  Every piece of content and action is tracking Conversion Metrics

•  All Social Posts are routed/labeled to correct cloud/user to respond

4. Optimized •  Social Data is routed to

Service Cloud, Sales Cloud & Marketing Cloud

•  Full Governance •  Full SLA for 100%

Social Mentions •  All Social Posts labeled •  Social is embedded

across enterprise •  Employee certification

required •  Senior leadership active

in social media •  Conversion data •  ROI realized

3.3 Score

Oct 2015

Social Maturity Matrix ST

AG

E 4

Ideology and leadership

Human Resources Goals Listening Social Content

Measurement and Analytics

Social Media Tools

STA

GE

3 ST

AG

E 2

STA

GE

1

Early stage Informal Basic Basic or grass roots

Not tracking No tools, native Twitter/FB, etc

Supportive Partial Organized Basic brand Basic

quantitative Mix of free and

paid

Engaged Dedicated Integrated

Some Full brand,

competition and industry

Quantitative and qualitative

Exclusively paid

Passionate Dedicated and cross-functional

Accountable Full brand,

competition and industry

Quantitative, qualitative and

integrated

Social integrated with other

systems

Messaging

Engaging and creating

Participating

Responding

Listening Reporter

Producer

Editor

Publisher

Social Advertising

Basic

Targeted

Automated

Integrated

Leadership Organization Governance

Staffing Goals Social Listening Messaging Social Content Social Advertising Measurement & Analytics Social Media Tools

Phase 4

-Social Media Executive Dashboard is reviewed MOM -Executives participates in Social Media -Executive team sees clear ROI from Social Media

- All staff goes through a certification -In some instances the organization brings all Social Media and content execution in-house and removes the use of agencies.

- Social Media Executive KPI Dashboard is reviewed by senior leadership MOM. -Future business goals supported by Social Media & appropriate resourcing and budgeting

-All BU's listening and routing posts (Big Data to Actionable Data) -Routing social posts to Service Cloud and Marketing Cloud

-Traditional scratches the back of social and social scratches the back of traditional (Integrated Marketing) -All Social channels have a unique message -100% of Social Posts are being routed to appropriate Depts/BU's/Clouds to respond.

-Every piece of content has a call to action (CTA) and is tracking those conversions -SEO is the foundation of each piece of content by channel -Traditional marketing is using Social to extend campaigns -Hashtag strategy and link clickthroughs is tracked -Executive Dashboard is tracking conversion %

-Brand is buying in all channels to fill in organic content traffic gaps. -Fully integrated ad buys based on content strategy Dept/BU wide -New Conversion keywords identified quarterly

-Dashboards for each Dept/BU/Use case realized. --Overall Executive dashboard is created and reported on MOM

Fully integrated: Social Studio Service Cloud Sales Cloud Social Studio Exact target Social.com Mobile Pardot Chatter Sales Wave Salesforce 1 Force.com Heroku App Exchange

Phase 3

-Earmarked Social Media Budget from Executive team - Staffing is earmarked to Social

-HR actively recruits for Social Media specific roles. -COE owns Social Media training and early certifications -COE owns technology on-boarding -Each Dept/BU should have a Content Manager, Analyst, Community Manager, Customer Care Representative. OR they should be using a agency to carry out these roles.

-Social Media is part of yearly goals discussion -Focused goals and KPI"s based on use case and dept/BU established -Advanced Publish, Engage & Listening Goals across all Dept's/BU's -Clear tactics for each use case established across dept's/BU's

-Traditional marketing and campaign listening -Full industry listening including HR, PR, events, thought leaders

-100% SLA in place for all customer care -Posts being routed and responded to based on workflow/label taxonomy. -Most Dept's/BU's responding to posts -Advocates and Influencers are empowered

- Brand begins to create content based on Social SEO and regular Google SEO. Brand posts in every channel with a regular cadence - Each Dept/BU is creating content by channel based on their goals.

-Conversion % is realized in paid and organic. -Brand reduces paid ads as conversion % increases in organic. -Brand is tracking traffic from social media vs. paid -Traditional campaigns supported by organic content gen and paid advertising.

KPI's tracked across all channels and on-page, integrated with paid vs. organic. --Each use case and dept/BU should be creating an executive dashboard

Social Studio Service Cloud Sales Cloud Social Studio Exact target Social.com Mobile

Phase 2

-Value Proposition by BU/Department realized -Social Media policy is instituted

-Hiring of an agency to execute -Multiple BU's with Social Media resource -BU's working together on COE & value proposition

-Mapping the use of Social Media to overall business goals -Advanced listening goals identified- competitive, industry, traditional campaigns - Basic publishing and engagement KPI's established

-Advanced Brand Listening -Competitive Listening -Advocates & Influencers Identified -Innovation to the voice of the customer listening -Multiple workflow rules built

- Messaging is segmented by audience -Messaging supports traditional campaigns and email -Responding to mentions in Social Media

- Every Social Media channel has a purpose for creating content -Brand builds a corporate blog -Brand is tracking on-page analytics in addition to Social Analytics

-Identified Conversion keywords for paid -Brainstormed organic keywords to drive conversions - Dept/BU segmentation for ad buys

-Brand tracks on page and social analytics - KPI's based on use case across all channels

Social Studio Service Cloud Sales Cloud Exact target

Phase 1

Center of Excellence is born

- At least one staff member focused on Social Media

-Basic social listening goals --Risks to success identified

-Basic Brand Listening -Topic Profiles built -Negative sentiment workflow rule

-Voice and tone is selected for the brand(s)

- Brand creates a content strategy for Facebook & Twitter --Brand has a negative response content strategy

- Paid adverting in Social and Google -Focus on competitive bids

Basic KPI's based on twitter and facebook engagement

Social Studio Exact target

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9 key benchmarks The 9 biggest obstacles to overcome to move from 1-5 on the maturity scale

Content Strategy

Content from brands helps consumers:

•  Purchase from brands they trust

•  Make purchases after self education

•  Purchase from non-traditional channels like their phone and social channels

•  Feel as though they are in control – the brand is being a helpful neighbor

 Moving from listening and engaging to a full fledged publishing organization 1

Center of Excellence

The center of excellence helps:

•  Brand pool their efforts and resources. (Knock down silos)

•  Build repeatable and scalable process (governance within the brands walls)

•  Align technology utilization

•  Identify goals, objectives and tactics across BU’s

 Bring all business units using social media into one group 2

Social Specific Staffing

Social specific resources

•  Align the brand voice and tone with traditional marketing

•  Keeps focus on digital

•  Realizes social media KPI’s 75% faster

•  Organizes vendor relationships and governance for agencies

 Earmarked social media resources drive results

Customer Care

Analytics

Content Generation

Execution by BU’s

Management

C-Suite CMO

Product 1

Community Manager

(COE)

Content Manager

(COE)

Social Media Analyst (COE)

CSR

Product 2

Community Manager

(COE

Content Manager

(COE)

Social Media Analyst (COE)

CSR

Product 3

Community Manager

(COE)

Content Manager

(COE)

Social Media Analyst (COE)

CSR

Product 4

Community Manager

(COE)

Content Manager

(COE)

Social Media Analyst (COE)

CSR

3

Social Customer Care

Social Customer Care is:

•  A way to drive customer satisfactions

•  A way to innovate to the voice of the customers

•  A way to realize cost saving via call deflection

•  A way my brand can turn a negative into a positive publically

•  A way to drive positive sentiment

Responding to 100% of questions to the brand can be a challenge 4

Purpose for the brand in each Social Media channel

Every brand needs to have a reason to be in a channel:

•  @Comcastcares: use case is social customer care

•  Home depot uses Vine to show lessons learned at “do it yourself” classes in store

Some brands fall in the trap of being in a channel without a purpose 5

KPIs by use case

The value of tracking KPIs by use case for a brand are:

Alignment and ownership across BU’s (center of excellence)

Focus month over month and quarter over quarter

Executive reporting across the organization

Tracking success by use case allows for aligned ROI 6

Social Advertising

By using geo-gating and/or keyword gating, a brand can buy their way into the conversation by social channel.

Social advertising should be done prior to creating a content strategy to help the brand be found in the channel for the topic of importance

Brands should peel back social advertising once their content strategy is working

Buying your way into the conversation 7

SEO

Building pages that are enabled to rank for keywords and drive likes and shares

Ranking on-page and in Social will allow brands to pull back on advertising and focus on new advertising avenues

Ranking on page 1 within Google will drive conversions

Brands need to think about on-page SEO and Social SEO 8

Conversion

Conversions are more then just leads and sales

Likes and shares drive your on-page SEO

Tracking page visits and conversions from Social will qualify the work you are conducting is social

NOTE: Conversion should be a consideration at all phases of the social maturity. But is usually realized in phases 3-5.

Conversions are digital marketing nirvana

Likes New Email Advocate

Share Feedback Usable Crowd Sourced Content

Pin Sign up Innovation or Idea

RT Buy Landing page visit

@mention, Comment, Fan

Competitive intelligence Site Visit

Follow Give Charitable contribution

9

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Questions?

Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA

salesforce.com/dreamforce

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Appendix 9 dimensions of your social maturity – explanation

Senior leadership of the organization may be unaware, uninterested or skeptical of social media in general or the organization’s social media activities in particular. They favor tight control of social media, up to and including blocking employees from participating in social media on company time or for discussion of company activities. The basic attitude is “Show me why I should do this.” One business unit creates an eventual Center of Social Media Excellence.

Ideology and Leadership Early

Senior leadership of the organization recognizes the growth and prominence of social media and understands on a basic level that participation is valuable or necessary. They accept that some employees can and should participate in social media on behalf of the company. They favor centralized “ownership” and control of social media. Generally at this point each business unit knows their individual value proposition within Social Media. A company wide Social Media policy is rolled our org wide.

Supportive

Senior leadership of the organization understands the value of social media to the company and encourages social media participation, either on a widespread basis as part of sales, marketing and other official activities, and/or by employees across the board. Executive team earmarks budget and resources exclusively to Social Media.

Engaged

Senior leadership of the organization actively participates in social media themselves and provides top-down encouragement for individual employees and groups within the company to engage and share. They encourage all employees to participate in social media on a professional level. Senior leadership received a Social Media executive dashboard company wide monthly. From those reports the executive team is able to see clear ROI.

Passionate

There are a few people inside the company with social media as an official part of their job descriptions. The company may have no official social media program. Or it may focus its social media activities on a few sanctioned individuals in PR, corporate communications or marketing, or rely on ad hoc, grass roots efforts, either officially sanctioned or benignly ignored. Generally there will be at least one person working within Social Media.

Human Resources Informal

There are multiple people inside the company, or agencies with social media as part of their official job responsibilities, in multiple departments. While these activities are officially sanctioned, they may make up only a small part of each employee’s official responsibilities and are likely to have been an added responsibility, rather than a replacement for existing tasks. This is the phase where business units works with the Center of Excellence on joint priorities, governance and resource allocation.

Partial

The company has a full-time social media manager, director or other recognized leader of social media activity. This person may serve to coordinate the activities of other social media practitioners, oversee social media policies and strategy and lead training initiatives. The company may also have a social media council or governing body overseeing social media activities, training and holds authority of an existing marketing or communications council. HR is actively recruiting for future social media roles. The Center of Excellence makes all decisions on technology. Each Dept/BU should have a Content Manager, Analyst, Community Manager, Customer Care Representative. Or they should be using a agency to carry out these roles.

Dedicated

The company has a social media council or governing body and one or more social media managers, community managers or others devoted to social media. Responsibility for social media is spread throughout the organization and there is a business unit focus on the particular needs of multiple departments including marketing, PR, sales, customer service, tech support, HR and others. In addition to a social media center of excellence, there is a regular channel, either in person or online, for social media practitioners from multiple departments to coordinate their activities, share best practices and support one another. All employees go through a certification. Agencies give way to in-house execution.

Dedicated and Cross Functional

The company either has no official goals associated with social media. Generally there will be silo within the organization that is taking on the role of renegade for Social Media. At this stage the risks to success with social media are identified.

Goals Basic

Social Media is a part of yearly goals discussions. Focused goals and KPI"s based on use case and dept/BU established. The goals are broken down by listening, publish and engage. Each Dept/BU has clearly defined tactics to support each use case to achieve the desired KPI of success.

Organized The company provides an officially sanctioned social media guidelines are incorporated and each department/BU come together with their own set of goals. The organization is still silo’d in their approach to social media, but are working towards singular goals by Dept/BU.

Integrated

In addition to all the characteristics mentioned above, the company requires social media training for employees around goals, tactics and metrics. All future business goals supported by Social Media & appropriate resourcing and budgeting. Executives review executive dashboard and adapt the business based on learning's.

Accountable

The company has no official listening program, or relies on free online tools such as Google Alerts to catch mentions of the company and its products. Responding to such mentions is handled in the same way as traditional PR response, and may involve multiple departments and significant amounts of time to respond. Listening may be a part of one person or department’s responsibilities, or employees personally active in social media who also follow mentions of the company may handle it ad hoc. This is the phase where basic brand topic profiles would be built in Social Studio. Negative sentiment workflow would be built here.

Listening Basic or

Grassroots

The company has an official listening program, although it may be minimally staffed and part of another employee or department’s responsibilities. The begins listening to competitive chatter and identifying advocates and influencers.

Basic Brand

The company has an official listening program using paid tools and monitors for mentions not only of their brand, but of their major competitors and key issues as well as supporting traditional marketing with campaign strategy. The organization is also executing full industry listening including HR, PR, events and thought leaders.

Full Brand, Some Competition and

Industry

The company has an official listening program using paid tools and monitors for mentions not only of their brand, major competitors and key issues, but also HR, PR, events and thought leaders. All depts/BU’s are listening. Responsibility for engaging with each audience segment is handled by the relevant department (PR engages with journalists, Analyst Relations with analysts, etc.). Customer service and tech support are active participants in social media, giving equal weight to questions and comments posted in social media as they would to calls to the support number or trouble tickets. 100% of social posts are routed to the appropriate parties (Big Data to Actionable Data). Data might flow through Service Cloud, Sales Cloud & Marketing Cloud.

Full Brand, Competition and

Industry

The company does not engage online on a regular basis, or responds minimally to highest-profile comments or complaints. Engaging in social media is not an official part of anyone’s job, or may be a part of one person or department’s responsibilities, or employees personally active in social media who also follow mentions of the company may handle it ad hoc. Voice and tone is established for the brand.

Messaging Basic or

Grassroots

The organization begins segregating posts by audience and dept/BU. Messaging should be aligned to traditional campaigns and email. Social Customer Care is the most likely use case to be front and center at this stage.

Responsive

Engaging in social media is an official part of the job of a small group, or representatives in multiple departments. Engagement is a mix of reactive and proactive, across all BU’s. Customer Care has a 100% SLA goal and repeatable messaging has been established for most prevalent social requests. Other depts/BU’s begin planning on messaging and responses workflows for 100% mentions in the future. Some workflow and messaging is happening company wide.

Participatory

The company has a community team, and engagement is a part of the job of customer-facing employees, or may be encouraged for every employee. Engagement is a mix of reactive and proactive, and official outbound social media communication focuses not only on company news but also heavily on content designed to be useful and interesting to customers and prospects, whether or not it directly supports company messaging. Traditional marketing scratches the back of social and social scratches the back of traditional (Integrated Marketing). All Social channels have a unique message. 100% of Social Posts are being routed to appropriate Depts/BU's/Clouds to respond.

Engaging and Creating

The company does not create much in terms of content. Instead, they repost or retweet posts from other brands or the community. Facebook and twitter strategy is crafted. The brand also draws up a negative response content strategy.

Social Content Reporter

Creating original content is part of the company’s social media strategy. The brand identifies the content strategy for every social media channel. The organization creates a corporate blog that will function as an integrated content conduit for all depts/BU’s. The organization institutes on-page analytics and begins tracking how content is performing based on traffic pulls from social and other channels.

Producer

In addition to the creation of content, the company also uses an Editor to work with various content creators. This may include the use of approval rules in Social Studio. The editor may be responsible for scheduling posts, maintaining a content calendar and approving posts for content. The content editor posts in all social channels with a regular agreed upon cadence. Brand begins to create content based on Social SEO and regular organic Google SEO. Each Dept/BU is creating content that maps to their goals and KPI”s.

Editor

A company with a publishing approach to social media employs defined strategies for each of their social channels. They create content specifically for each of their channels and measures each one in an attempt to continuously improve content and engagement. Every piece of content has clear calls to actions and those conversion’s are tracked MOM. SEO is the foundation and guiding force for every piece of content generated. Traditional marketing is working with the social team to extend their campaigns with the use of hastags and tracked click throughs.

Publisher

The company may have a small budget to spend on social advertising. Simple paid advertising in Google and/or social. Many times the organization is focused on competitive bids.

Social Advertising Basic

Ads are targeted to specific demographics, or with specific goals in mind. Ads contain content specific to targeted audiences and ads are measured to determine whether they perform well with the targeted demographic. All ads are based on conversion keywords that have clear search volume. At this phase is where paid ads begin sculpting an organic content strategy for marketing. The goal is to lower ad spend as organic rankings rise. The brand generally is beginning to segregate ad buys by dept/BU.

Targeted

The company uses tools to help determine which content is best to advertise with. This can include determining times of day to post, or which demographic is likely to respond best to an ad. The organization knows it’s conversion % for both paid and organic. The organization reduced paid burn as organic ranking elevate. Brand is keenly aware and tracking organic traffic to web properties & social channels vs. paid. Traditional marketing campaigns are supported by organic content and paid ads.

Automated

The company’s social media advertising efforts do not exist in a silo. Social ads are part of a larger brand campaign. Traditional media may drive customers to social channels or vice versa. Themes carry across all media types. Social campaigns may also have connections to brick and mortar marketing efforts. The brand’s social presence is advertised outside of the social space. Brand is buying in all channels to fill in organic content traffic gaps. New conversion keywords are identified quarterly.

Integrated

The company has no official process for social media measurement, or may track the most basic measures on facebook and Twitter (number of followers or fans, blog traffic, etc.). If any measurement tools are used, they are basic free tools such as Google Alerts. The company has not identified social media success metrics, or only at the most basic level.

Measurement and Analytics None/Basic

The company uses free or paid tools, or a combination of free tools and procedures developed in-house. Management’s primary interest in social media monitoring and measurement is to understand the value of time spent compared to results achieved. Basic success metrics are in place and the brand is beginning to benchmark and to business objectives. The brand will begin tracking on-page analytics from social. The organization as a whole begins crafting KPI’s of success across all use cases and depts/BU’s.

Basic

The company uses free or paid tools, or a combination of free tools and procedures developed in-house. Management encourages social media monitoring, measurement and analytics as part of everyday business practice. Social media reporting is available to anyone in the company who would like to see it. Social media metrics are integrated with overall business objectives. KPI's tracked across all channels and on-page, integrated with paid vs. organic. The organization is crafting an executive dashboard across all depts/BU’s

Quantitative and Qualitative

The company uses an integrated social media monitoring, measurement and analytics solution. Success metrics are in place, benchmarked against past performance or industry standards and regularly reviewed and updated. Social media metrics are integrated with overall business objectives. Social media analytics are available on the desktop, customized to each business unit. Social media analytics, integrated with other key performance indicators, are an integral part of the strategic planning process. Dashboards for each Dept/BU/Use case realized. Executive dashboard is created and reported on MOM- All dept’s/BU

Integrated with Analytics

The company uses a paid, integrated social media engagement platform that performs multiple functions and is integrated across departments. Tools: Social Studio, Exact target

Social Media Tools Integrated

The company uses free or paid social media engagement tools as part of their daily business activities. There is basic standardization across departments of the tools, but little or no integration or standardization of systems and procedures. Tools: Social Studio, Exact target, Sales Cloud Exact target "

Mix of Free and Paid

The company uses paid social media engagement tools as part of their business activities, and may have multiple tools in place with complementary or overlapping functionality, chosen to meet specific needs at a particular time. There is basic standardization across departments of the tools and basic integration and standardization of systems and procedures. Tools: Social Studio, Service Cloud, Sales Cloud Social Studio, Exact target, Social.com, Mobile "

Exclusively Paid/Enterprise

The company uses an integrated social media monitoring, measurement and analytics solution. Success metrics are in place, benchmarked against past performance or industry standards and regularly reviewed and updated. Social media metrics are integrated with overall business objectives. Social media analytics are available on the desktop, customized to each business unit. Social media analytics, integrated with other key performance indicators, are an integral part of the strategic planning process. Tools: Social Studio, Service Cloud, Sales Cloud Social Studio, Exact target, Social.com, Mobile, Pardot, Chatter, Sales Wave, Salesforce 1, Force.com, Heroku

Integrated with Analytics