Operaciones

June 2, 2011

Accelerating Your Social Maturity
by Sean Corcoran and Christine Spivey Overby for Interactive Marketing Professionals

Making Leaders Successful Every Day

For Interactive Marketing Professionals

June 2, 2011

Accelerating Your Social Maturity

An Empowered report: How to Move From Social Experimentation to business transformation
by Sean Corcoran and ChristineSpivey Overby with David M. Cooperstein, Josh bernoff, nigel Fenwick, tJ Keitt, Zach Hofer-Shall, Doug Williams, Clay richardson, Sarah Glass, and Angie Polanco

ExECut I v E S u M MA rY
Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make fundamentalchanges to resources, skills, tools, processes, and culture. Forrester calls this process of change “social maturity,” and it consists of five stages: 1) dormant; 2) testing; 3) coordinating; 4) scaling and optimizing; and 5) empowering the workforce. To help accelerate the company’s social maturity journey, interactive marketers should act as “shepherds” — coordinating across functions anddemonstrating to senior executives the benefits of social tools.

tAbl E O F CO n tE ntS
2 An Empowered Organization Requires Social Maturity Mature At An Organizational level 5 Introducing Forrester’s Social Maturity Model laggards: Still Socially Dormant the late Majority: Getting Off the Ground the Early Majority: Coordinating the Organization Early Adopters: Scaling And Optimizing the Innovators:Empowering the Workforce
rECOMMEnDAtIOnS

n Ot E S & rE S O u rCE S
Forrester interviewed 28 vendor and user companies, including bazaarvoice, best buy, branch banking and trust, Dachis Group, IbM, newell rubbermaid, razorfish, Starbucks, and telstra.

Related Research Documents “take Control Of Your Social Marketing Program” April 14, 2011
“Social Media Marketing Metrics that Matter” February22, 2011 “benchmarking Social Marketing Plans For 2011” October 14, 2010

12 Interactive Marketers Must Embrace The Role Of Shepherd 13 Supplemental Material

© 2011 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of theirrespective owners. Reproduction or sharing of this content in any form without prior written permission is strictly prohibited. To purchase reprints of this document, please email clientsupport@ forrester.com. For additional reproduction and usage information, see Forrester’s Citation Policy located at www.forrester.com. Information is based on best available resources. Opinions reflect judgmentat the time and are subject to change.

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Accelerating Your Social Maturity
For Interactive Marketing Professionals

An EMpOwERED ORgAnIzATIOn REquIRES SOCIAl MATuRITy As more customers and employees increasingly use cheap, accessible technologies, companies need to prepare their organizations for a new way of engaging individuals. Ultimately, companies must ensure that employees have thenecessary skills and technologies to solve their customers’ problems. Companies stand to gain much from the effective use of technologies like social, mobile, and video:1

· Customer advocates generate higher profits. Social technologies give customers more access

to the brands they love. This in turn enables brands to energize advocates, the 16% of people who make 80% of the onlineconversation.2 These empowered organizations engender customer loyalty and smartly leverage earned media, resulting in higher customer lifetime value and a more efficient advertising spend.3

· Streamlined business processes lower operating costs. Email, file sharing, and intranets give
employees limited access to knowledge and talent in large companies. Social technologies, by contrast, change the...