What do we mean when we say “social media intelligence”? In this session, we’ll introduce the social media maturity model and define what characteristics make a business’s social media intelligence program more successful at uncovering, delivering, understanding and acting upon insights derived from online data. You’ll learn how to evaluate your maturity and develop a basic growth plan to further empower your social programs.

1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON
F
What we mean when we talk about
maturity
James Lovejoy, Content & Research Manager

2. #NYKCON
F
1. Why Now?
2. What do we mean by maturity?
3. Challenges & Strategy
4. The Maturity Model
5. Why Measure?
6. Group Exercise
Today’s Agenda
(not that kind of maturity)

3. #NYKCON
F
Why Now?

4. #NYKCON
F
Early Brandwatch Analytics

5. #NYKCON
F
Are you doing social
media intelligence?
NO
YES

6. #NYKCON
F
analytics
vizia
audiencesoperators
signals
salesforce
networks
wizards
historical
data
Vizia hub

7. #NYKCON
F

8. #NYKCON
F
Community
Management
Marketing
Social
Insights
PR & Corporate
Communications
Reputation
Management
Product
Development
Advertising
Finance
Logistics
Events
Sales
Supply Chain
Management
Stakeholder
Engagement
CSR
Strategy
CRM
Market
Research
HR/
Employer
Branding

9. #NYKCON
F
Are you doing social
media intelligence?
NO
YES
Well… what exactly
are you doing?
(And what aren’t
you doing?) Formalizing
Integrating
Embedding
Emerging

10. #NYKCON
F
What do we
mean by
“maturity?”

11. #NYKCON
F
Scale: How big is the program? How many things are you doing?
Effectiveness: Of what you’re doing, how well are you doing it?
How well is it set up to drive business action?
“The scale and effectiveness of a business’s social
media intelligence program”

12. #NYKCON
F
Challenges &
Strategy

13. #NYKCON
F
EXPLORING FORMALIZING INTEGRATING EMBEDDINGEMERGING
The most advanced businesses:
• Using Vizia throughout all offices
• Analyst team doing advanced consumer research
• Technical integrations between social and other data
• Insights widely distributed and executives act on it
What’s social media
intelligence?

14. #NYKCON
F
No two companies think of maturity the same way.

15. #NYKCON
F
5 Dimensions of Maturity

16. #NYKCON
F
Factors within Dimensions

17. #NYKCON
F
It’s still not perfect.

18. #NYKCON
F
Time for the maturity talk.

19. #NYKCON
F
1) Use the framework to define your maturity
2) Identify strengths and weaknesses
3) Discuss and decide what dimension/factor to develop
4) Discuss and devise a plan to develop
In Practice

20. #NYKCON
F
The Maturity
Model

21. #NYKCON
F
Applications
Program
Scope
Scale of Data
Intelligence
Strategy
Program
Governance
How big is the
program?
How broad is the
data analyzed?
What use-cases
are fulfilled?
How well are
insights
communicated?
How actionable are
insights?

22. #NYKCON
F
How big is the
program?
How broad is the data
analyzed?
What use-cases are
fulfilled?
How well are insights
communicated?
How actionable are
insights?
Program Scope Scale of Data Applications Program Governance Intelligence Strategy
Departments
Team
Size
Scope of
Data
Sources
Data
Integration
Breadth of
Use-cases
Type of
Use-cases
Organization
Structure
Level of
Comms
Depth of
Research &
Monitoring
Executive
Sponsorship
Historical
Languages
Business
Influence

23. #NYKCON
F
Why develop your
maturity?

24. #NYKCON
F
Scale: How big is the program? How many things are you doing?
Effectiveness: Of what you’re doing, how well are you doing it?
How well is it set up to drive business action?
“The scale and effectiveness of a business’s social
media intelligence program”

25. #NYKCON
F
A symbiotic relationship

26. #NYKCON
F
Growth with intention
EXPLORING FORMALIZING INTEGRATING EMBEDDINGEMERGING
• Beyond marketing
• Doing research
• Collecting competitor data
• Adding structure
• Expanding number of social
insights consumer
• Product feedback research
• Historical trends research
• Hub & spoke structure
• Technical integrations between
social and other data
• Researching author panels &
demographic groups
• Executives involved in the
program
• Identifying unasked questions
• Introducing social media
intelligence

27. #NYKCON
F
Scale: How big is the program? How many things are you doing?
Effectiveness: Of what you’re doing, how well are you doing it?
How well is it set up to drive business action?
“The scale and effectiveness of a business’s social
media intelligence program”

28. #NYKCON
F
Practice

29. #NYKCON
F
1) Use the rubric to define your maturity
2) Identify strengths and weaknesses
3) Discuss and decide what dimension/factor to develop
4) Discuss and devise a plan to develop
Practice

30. #NYKCON
F
jamesl@brandwatch.com
James Lovejoy
Content & Researcher Manager
Questions? Feedback? Want to join our beta survey? Let me know.

31. #NYKCON
F
Now You Know

32. #NYKCON
F
1) Consumer Research
2) Crisis & Detection Management
3) Product Strategy
4) Content & SEO
5) Campaign Intelligence
6) Reputation & Brand Management
7) Community Management & Customer
Service
8) Influencer Marketing
9) Social Selling
10) Employee Recruitment, Compliance &
Advocacy
11) Security
12) Supply Chain Analysis
13) Financial Modeling
14) Other
Applications: Departments:
1) Consumer Insights
2) Executive Team
3) Marketing
4) Product Development
5) Customer Service
6) Sales
7) Human Resources
8) IT
9) Security
10)Other

33. #NYKCON
F
1) Where is your program strongest?
2) Weakest?
3) Where might there be an effectiveness stopgap?
4) How could you scale up your program?
5) What obstacles lie in your way of developing in certain
dimensions?
6) Do you value each dimension equally or are some more
important to your business?
Questions: