©2011, Forrester Research, Inc. Reproduction ProhibitedJune 2, 2011
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 needto prepare their organizations for a new way of engaging individuals. Ultimately, companies mustensure that employees have the necessary skills and technologies to solve their customers’ problems.Companies stand to gain much from the e
ective use of technologies like social, mobile, and video:
Customer advocates generate higher pro
Social technologies give customers more accessto the brands they love.
is in turn enables brands to energize advocates, the 16% of peoplewho make 80% of the online conversation.
ese empowered organizations engender customerloyalty and smartly leverage earned media, resulting in higher customer lifetime value and amore e
cient advertising spend.
Streamlined business processes lower operating costs.
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 information within a company — just associal networks have done in their personal lives. Employees armed with community toolsand internal blogging can more easily share information, while business process managementaugmented with social technologies will create a more streamlined work
Co-creation increases product success rates.
New technologies allow customers andemployees to have a greater voice in the product development cycle.
By incorporating greaterinput of people closest to supply and demand, companies can expect lower rates of productfailure, faster ideation, and ultimately more successful products and services. InterContinentalHotels Group (IHG) and JPMorgan Chase’s Chase card services used a private onlinecommunity to engage customers in the co-creation of IHG’s new version of the Priority ClubSelect Visa card — resulting in an 80% li
in new accounts compared with the legacy card.
Mature At An Organizational Level
One of the key facets of the empowered organization is the use of social technologies to transformthe company’s communication and collaboration. Companies will grow more familiar and facilewith 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 afundamental shi
in your company’s organizational and cultural mores. Forrester has identi
ed sixcriteria for you to address on the path to maturity (see Figure 1):1.
is is as straightforward as it gets — if your company isn’t using any socialapplications, then you can’t even reach an early stage of maturity. But it’s not just implementingtechnologies; it’s also documenting and sharing learnings across the organization.