advance your social marketing maturity p2 webinar kcelestre

Making Leaders Successful Every Day

Advance Your Social Marketing Maturity Part TwoKim Celestre, Senior AnalystMarch, 2015

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Social marketing maturity webinar series

1. February: How To Assess Your Maturity

2. March: How To Advance Your Maturity

3. April: How To Improve Your Social Data Proficiency

You are here

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Take the assessmentIt’s not too late!

› Online version:

https://forrester.az1.qualtrics.com/SE/?SID=SV_5axyHSL9EmC1Mih

› Document version:

https://www.forrester.com/Evaluate+Your+Social+Marketing+Capabilities/fulltext/-/E-RES59690

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Agenda

›Advance Your Maturity By Dialing Up The Science

›The Key Capabilities That Will Move You Forward

›What It Takes To Be A Differentiator

›How To Approach Social Marketing Maturity As A Continuous Cycle

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Marketers struggle to achieve their vision

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Good intentions do not guarantee good results

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Marketers face four common problems

› Programs based on intuition

› Lack of clear business objectives

› Traditional processes

› Passive measurement methods

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There are four milestones on the roadmap to social maturity

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Advance to the next stage by dialing up the science

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In the Repair stage use customer insights to get back on track› Use Forrester’s POST to restore healthy social

practices

› Align you tactics with the right marketing objectives

› Determine what, how and when to measure social efforts

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Key actions items for the Repair stage

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In the Elevate stage build a data driven business case

› Recruit a C-level champion who can articulate social’s business value

› Use insights to secure dedicated resources

› Collaborate with key stakeholders

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Key actions items for the Elevate stage

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In the Optimize stage use social data to drive long-term strategies

› Use social data in your change management processes

› Use insights to secure dedicated resources

› Collaborate with key stakeholders

› Boost your team’s social intelligence

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Key actions items for the Optimize stage

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In the Differentiate deploy nimble and integrated practices

› Invest in advanced analytics for real time decision making

› Weave social into the customer experience

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Key actions items for the Differentiate stage

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Approach maturity as a continuous cycle

›Schedule assessments at pre-determined intervals

›Test emerging social technologies that support your objectives

› Invest in continuous improvement

Repair

Elevate

Optimize

Differentiate

Thank youKim Celestre

kcelestre@forrester.com

@KCelestre