Professional Documents
Culture Documents
™ 1/21/2010
Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile
Goal:
Identify your top social media
priorities by pinpointing gaps
between your social media
potential and maturity.
Social Media Capabilities
Capabilities Defined:
Listen Talk Connect Collaborate Energize
Listen: We use social media
to capture insights and
feedback from our target
stakeholders.
Talk: We use social media to
share information with our
target stakeholders.
Current State of Practice
Connect: We use social Social Media Potential
media to build relationships
with and among our target
(Maturity)
stakeholders.
Collaborate: We use social
media to help our
stakeholders solve problems
and share ideas with us.
Energize: We use social Top Social Media Priorities
media to spark advocacy and
drive positive viral messages. (Opportunity)
• Additionally, we
calculate overall social Potential Index calculated for each of five social media activities
media potential for
stakeholder groups you • Listen • Talk • Connect • Collaborate • Energize
identified as most
important.
Potential Index also calculated for your selected stakeholder groups
Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile
65
• Your top social media
Index (1-100)
opportunities are 58
Listening and 50 51
48
Collaborating. 42
41 44
30 29
20
0
Listen Talk Connect Collaborate Energize
• Opportunity #1 Listening
• Opportunity #2 Collaborating
Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile
Index (1-100)
56
across groups – the
greatest potential being 50 47
with Opinion/ Thought 40
Leadersand Customers/
Consumers.
0
Customers / Journalists / online Opinion / thought NGOs / activists Investors /
consumers reporters leaders shareholders
Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile
Get a feel for social media activity with free “self service” tools
• Receive email reports on the latest relevant Google hits for a word or term related to your company |
Google Alerts
• Monitor blog post mentions of your brand or other important terms, and track activity across time |
Technorati
• Track activity for up to 10 terms across any of 14 media sources | Trendrr Free
• See who is talking about your company and view a map of geographic hotspots |
30 Day Trial of Jodange Top of Mind
EXAMPLES
• Hear how Sony Europe and Time Warner Cable monitor online conversations. Access the replay here.
• Learn from this example from Best Buy and see how they effectively listen to employee conversations
in internal social media.
RECOMMENDATIONS
Based on your responses,
you can use social media to Recommendation: Collaborate with your stakeholders through social media
enable collaboration and
co-creation of content – and
Social media platforms – such as wikis or collaborative discussion forums – allow you to solicit
over time, learn from this
stakeholder feedback on products or ideas.
shared knowledge.
Listen for opportunities to solve problems with your stakeholders
• Free: Listen to a teleconference from our sister program the Customer Contact Council (CCC),
Social Media & Service Panel. In this teleconference, representatives from Bank of America, Best Buy,
and Comcast discuss how they’ve used social media to improve customer service.
• Nearly Free: Assign a social media traffic manager to identify and distribute consumer posts for follow-up;
explore applications like CoTweet (http://www.cotweet.com) to make this more efficient.
• Pricey: Hire dedicated staff to manage the volume of social media service issues.
Consider setting up a platform for your customers to solve one another’s questions
• See if a wiki is right for you using the checklist below:
Do your target users have an extensive knowledge base that other users would like to access? (Wikis
work best when users are dealing with complicated or knowledge-intensive issues that require a large
amount of research)
Do you want to share a wide range of content without having to constantly update with new
information? (Wikis allow companies to leverage the knowledge base of their customers to provide
value without creating a large content burden)
Are you willing to surrender a certain amount of control over content? (Unless the information is
incorrect or misleading, companies should not interfere with the content being provided on the wiki)
Are you trying to solicit stakeholder input on a specific subject? (Wikis are an easy way to get and
synthesize input on a subject)
RECOMMENDATIONS
Based on your responses,
you can use social media to Recommendation: Collaborate with your stakeholders through social media
enable collaboration and
co-creation of content – and
Consider setting up a platform for your customers to solve one another’s questions (Continued)
over time, learn from this
shared knowledge. • View effective wiki uses by Intuit and Ford in the Appendix.
• Check out Best Buy’s collaborative site, IdeaX, which solicits customer feedback and their ideas to help
solve problems.
ROADMAP FOR THIS REPORT
Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile
Strongly Disagree
1.0
I feel confident that we are taking Our social media activities are I believe our social media
the right approach in our social positively differentiating us (for activities are driving business
media activities the better) against our results
competition
Alpha Company Benchmark
Percentage of Companies
77%
50%
13% 10%
0%
0 1 More than 1
100%
Percentage of Companies
56%
50%
26%
13% 13%
0%
0 0.1 to 1.5 2 to 5 More than 5
Customer Service/
66% 34% Not Participating
Consumer Affairs
Percentage of Companies
© 2009 Corporate Executive Board. All Rights Reserved. 16
SOCIAL MEDIA INCORPORATION BENCHMARKS
Alpha Company
Response:
Press releases / online
61% 37% 2% Moderate Extent
newsroom maintenance
Percentage of Companies
Protocols for distributing insight gathered from social media to the right
6%
spot(s) across the organization
0% 50% 100%
Percentage of Companies
© 2009 Corporate Executive Board. All Rights Reserved. 18
CHANNEL PRESENCE
Facebook 46%
Twitter 56%
YouTube 41%
Second Life 5%
My Space 7%
Flickr 22%
Externally-facing wiki 5%
Linkedin 27%
0% 50% 100%
Percentage of Companies