A brief overview of the SMW London Maturity Framework.

1. WWW.BLOOMWORLDWIDE.COM
Social Business Maturity Framework
1
Experimental
We are mostly
experimenting with
social media
2
Tactical
We have a number
of tactical
activations in place
which are largely
campaign, event or
platform driven
3
Formalised
We have a
formalised holistic
programme
encompassing
multiple business
functions that is
part of an overall
strategy
4
Mature
We have a
formalised
programme and
long term strategy,
across MOST of the
company
5
Trailblazing
We have a
formalised
programme and
long term strategy,
across the WHOLE
company and are
trailblazing in our
sector
Hallmarks of each phase:
• Driven at a
grassroots level
by one
passionate
individual
• Small/no
budget
• Low visibility
• Mainly
broadcasting
messages
• Using freeware
• Ad hoc
measurement
• Driven at an
operational
level by one
department
• Small budget
• Platform &
content focus
• Use of
incumbent
generalist
agencies
• Tracking some
metrics e.g.
fans/campaigns
• Siloed multi-
departmental
activity
• Social business
structure & KPIs
in place
• Increasing
budget
• Building internal
capabilities and
use of specialist
agencies
• ‘Always on’
approach
• Co-ordinated by
multiple
departments
• Senior
management
sponsorship
• Significant
budget
allocation
• Strategy
delivering on
business goals
• Insight driving
biz planning
• Driven by
visionary senior
management
• Activated across
the whole
business
• Strategic
business priority
• Cutting edge
programmes
delivered at
scale
• Realtime insight
driving action