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The Social Media Maturity Matrix 2016

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Hayden Sutherland
Hayden Sutherland

A path to the comprehensive and effective organisational use of Social Media - Updated from 2012 to 2016

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Social Media Maturity Matrix 2012 - 2016 An updated path to the comprehensive and effective organisational use of Social Media Hayden Sutherland Ideal Interface November 2016 © Ideal Interface 2016
1. Assessing 2. Participating 3. Engaging 4. Integrating ACTIVITIESKPI’sDEPT’S Nothing structured Following ‘Liking’ Etc. N/A Listening: Feeds, alerts, monitoring, prioritisation, etc. Posting: Facebook status & Org. Pages, Tweeting, Etc. Blogging Follows ‘Likes’ Traffic Focused PR activity (e.g. blogs), Responding to +/- sentiment, Building community, Customer Service Tracking links, Offers/Deals In-bound link Customer Sat Traffic/postings Sales Conversions Social Commerce, Connected API’s & Graph (Facebook store) Social CRM Inventory & offer management by social channel, Etc. Retention CLV Conversion by Social Channel Marketing PRCustomer Service eCommerce PRCustomer Service Information Technology Marketing eCommerceMarketing PR 2012
INTERNAL ACTIVITIES KPI’s ORG INVOLVEMENT • ‘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 Services eCommerce PR IT & Operations 2016
Hayden Sutherland hayden@idealinterface.co.uk © Ideal Interface 2016

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