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Enterprise Social Media Maturity Model (ESM3)

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Gijsbert van der Sleen
Gijsbert van der Sleen

Outlining the Enterprise Social Media growth stages: pioneering, facilitating, strategic. Introducing the VI3 model (value, impact, innovation, investment) to assess social media initiatives. Definition of the Enterprise Social Media Maturity Model (ESM3) in 4 dimensions and 12 categories.

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how social media is growing up in the organization … (and we can learn from it) http://www.flickr.com/photos/abry84/3508843796/ 1 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
just to make sure, we’re on the same page on social media … Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 2 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 3 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
so how can we make this better … 4 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
social media in the enterprise of course … not the sex … 5 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
well, we could start by using a maturity model … 6 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
maturity model you say? 7 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
a maturity model … Determines where organizations are Identifies which steps need to be taken to improve and/or grow to a next stage Offers organizations the benefit of benchmarking against cross-industry best practices, identifying quick wins and improvement areas Supports organizations on their journey! 8 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
basically, there are 3 stages of enterprise * social media maturity …. * enterprise: within the organization (firewall) Image: Supertramp 9 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
pioneering Initiated buy the end-user, local initiatives, fulfilling personal interests. Separate initiatives. Focus on informal communication and accessibility of information. 10 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
facilitating Successes of the pioneering stage leads to wider acceptance and increased demand. Need for more structure and re-use of best- practices. Initiatives will be based on a high-level business case. Source: http://www.flickr.com/photos/17659160@N03/1923093971 11 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
strategic Enterprise 2.0 part of the culture and DNA of the organisation and operations. Focus on knowledge sharing, innovation and collaboration. Image: Flickr - Maria Bozina 12 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
there are 4 key criteria to assess which initiatives to support in each stage … 13 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
value for the end-user (not the organization) http://www.flickr.com/photos/drfreezo/2748276763/ 14 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
impact on the organization to enable social media in the organization http://www.flickr.com/photos/donsolo/2961256604/ 15 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
innovation how the initiatives contribute to innovativeness of the organization http://www.flickr.com/photos/fredoichi/3530068909/ 16 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
investment in terms of resources, budget, technologies. http://www.flickr.com/photos/gaetanlee/1947414336/ 17 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
and 4 dimensions critical to enterprise social media maturity …. 18 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
employee Social media focus Content management Culture 19 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
business Vision & strategy Leadership & commitment Governance & alignment 20 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
organization Community management Policies & procedures Metrics & measurement 21 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
technology Tools Architecture Platform 22 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
combined, this leads to the Enterprise Social Media Maturity Model! 23 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
24 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
// More information? please contact: Gijsbert van der Sleen m +31 6 51 366 308 e: gijsbert.vandersleen@maxx-online.nl MAXX//online improving digital marketing performance i: www.maxx-online.nl 25 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl

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Enterprise Social Media Maturity Model (ESM3)

  • 1. how social media is growing up in the organization … (and we can learn from it) http://www.flickr.com/photos/abry84/3508843796/ 1 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 2. just to make sure, we’re on the same page on social media … Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 2 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 3. Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 3 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 4. so how can we make this better … 4 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 5. social media in the enterprise of course … not the sex … 5 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 6. well, we could start by using a maturity model … 6 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 7. maturity model you say? 7 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 8. a maturity model … Determines where organizations are Identifies which steps need to be taken to improve and/or grow to a next stage Offers organizations the benefit of benchmarking against cross-industry best practices, identifying quick wins and improvement areas Supports organizations on their journey! 8 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 9. basically, there are 3 stages of enterprise * social media maturity …. * enterprise: within the organization (firewall) Image: Supertramp 9 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 10. pioneering Initiated buy the end-user, local initiatives, fulfilling personal interests. Separate initiatives. Focus on informal communication and accessibility of information. 10 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 11. facilitating Successes of the pioneering stage leads to wider acceptance and increased demand. Need for more structure and re-use of best- practices. Initiatives will be based on a high-level business case. Source: http://www.flickr.com/photos/17659160@N03/1923093971 11 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 12. strategic Enterprise 2.0 part of the culture and DNA of the organisation and operations. Focus on knowledge sharing, innovation and collaboration. Image: Flickr - Maria Bozina 12 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 13. there are 4 key criteria to assess which initiatives to support in each stage … 13 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 14. value for the end-user (not the organization) http://www.flickr.com/photos/drfreezo/2748276763/ 14 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 15. impact on the organization to enable social media in the organization http://www.flickr.com/photos/donsolo/2961256604/ 15 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 16. innovation how the initiatives contribute to innovativeness of the organization http://www.flickr.com/photos/fredoichi/3530068909/ 16 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 17. investment in terms of resources, budget, technologies. http://www.flickr.com/photos/gaetanlee/1947414336/ 17 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 18. and 4 dimensions critical to enterprise social media maturity …. 18 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 19. employee Social media focus Content management Culture 19 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 20. business Vision & strategy Leadership & commitment Governance & alignment 20 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 21. organization Community management Policies & procedures Metrics & measurement 21 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 22. technology Tools Architecture Platform 22 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 23. combined, this leads to the Enterprise Social Media Maturity Model! 23 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 24. 24 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 25. // More information? please contact: Gijsbert van der Sleen m +31 6 51 366 308 e: gijsbert.vandersleen@maxx-online.nl MAXX//online improving digital marketing performance i: www.maxx-online.nl 25 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl