©2011, Foese reseach, Ic. repodcio PohiiedJe 2, 2011
Acceeaig Yo Socia Maiy
Fo Ieacie Makeig Poessioas
An EMpOwERED ORgAnIzATIOn REquIRES SOCIAl MATuRITy
As more customers and employees increasingly use cheap, accessible technologies, companies needto prepare their organizations or a new way o engaging individuals. Ultimately, companies mustensure that employees have the necessary skills and technologies to solve their customers’ problems.Companies stand to gain much rom the eective use o technologies like social, mobile, and video:
Customer advocates generate higher prots.
Social technologies give customers more accessto the brands they love. Tis in turn enables brands to energize advocates, the 16% o peoplewho make 80% o the online conversation.
Tese empowered organizations engender customerloyalty and smartly leverage earned media, resulting in higher customer lietime value and amore ecient advertising spend.
Streamlined business processes lower operating costs.
Email, le sharing, and intranets giveemployees limited access to knowledge and talent in large companies. Social technologies, by contrast, change the way people connect and share inormation within a company — just associal networks have done in their personal lives. Employees armed with community toolsand internal blogging can more easily share inormation, while business process managementaugmented with social technologies will create a more streamlined workow.
Co-creation increases product success rates.
New technologies allow customers andemployees to have a greater voice in the product development cycle.
By incorporating greaterinput o people closest to supply and demand, companies can expect lower rates o productailure, aster ideation, and ultimately more successul products and services. InterContinentalHotels Group (IHG) and JPMorgan Chase’s Chase card services used a private onlinecommunity to engage customers in the co-creation o IHG’s new version o the Priority ClubSelect Visa card — resulting in an 80% lif in new accounts compared with the legacy card.
Matre At A Oraiatioa lee
One o the key acets o the empowered organization is the use o social technologies to transormthe company’s communication and collaboration. Companies will grow more amiliar and acilewith these tools through a process that Forrester calls “social maturity.”Contrary to conventional wisdom, social maturity isn’t just a thriving advocacy program or socialsign-on website. While those are important early steps, social maturity goes deeper, representing aundamental shif in your company’s organizational and cultural mores. Forrester has identied sixcriteria or you to address on the path to maturity (see Figure 1):1.
Tis is as straightorward as it gets — i your company isn’t using any socialapplications, then you can’t even reach an early stage o maturity. But it’s not just implementingtechnologies; it’s also documenting and sharing learnings across the organization.