Enterprise Social Media Maturity Model

Gijsbert van der Sleen of Maxx//Online introduced an Enterprise Social Media Maturity model in this slideshare presentation.    While much of the presentation seems to only skim the surface of much deeper Enterprise Questions,    I like the Model itself:

 

In our work with Enterprises we are certainly seeing different levels of embracement of  the social web.   Being more of a  Tools oriented organization than a creative one,  we have worked with our clients to help them better understand the various stages of implementation of  a Social Web Strategy from a slightly different perspective.     One of my co-workers,  RJ Reimers,  has developed this Model:

 

 

I think that this framework provide excellent insight into how and Enterprise Social Media’s technical infrastructure can (and in fact, must) grow and develop in order to support growth along the maturity model.  We are very focused today on helping Enterprise’s better understand the “Enterprise Requirements” of Social Media.  And we discuss those not in the context of what will make them a good on-line Sociable organization – but rather how they can become that good member while still perserving things inherently enterprise:  Workflow Approvals, Metrics, Audit Trails, etc.

More Studies on the Value of the Social Web’s demographics

On Monday,   CIO.com reported   on a Neilson Study on the affluence of users of Social Media. 

“Nielsen’s online data shows that about half of the U.S. population visited a social networking Web site in the last year and that number grows every quarter,” said Wils Corrigan, an associate vice president with Nielsen. 

The survey, which studied the top seven social networking sites, showed that Facebook users generally have an “upscale profile.” Nielsen also noted that people who are more affluent than the other two-thirds of the population are 25% more likely to use Facebook than those in the lower third. And conversely, those in the bottom third of the financial chart are 37% more likely to use MySpace than those in the top third.”

While I don’t think that the study tells us anything that we probably didn’t already intuitively know,  it adds to all of the recent evidence that the social web is in fact where the customers are – and the customers are not your low end shoppers.    I think that most B to C companies have recognized the value of the audience and are now working on conversing with the audience and getting a real feel for the value they have.

The study I want to see is the one that talks about what all of these users do for a living in order to earn that affluence.   As that data becomes known, the possibilities for traditional B to B organizations begin to open up in the Social Media space.     My experience in speaking with B to B organizations about the Social Web thus far is that they have a blind spot when it comes to understanding the potential value.    I think this is short sighted because ultimately – it is people within the business who are making the buying decisions.  

I believe forging deeper relationships with those buyers will offer a great benefit to B to B organizations and give them “customers for life”  as those buyers move from organization to organization throughout their career.  At a more complex level – there is also the opportunity for B to B companies to use the social web to engage in converstations  – not necessarily around their brand but rather around the problems they solve.

Using the Social Web for Risk Management

As I have been spending time with clients over the past month exploring what Enterprise requirements might look like for a Social Web Management platform – I am consistently surprised by the number of requests I get to talk about “WHY” an enterprise should be bothering with the social web.

Axel Schultze of the Social Media Academy  recently wrote an article covering six things a business executive would want to do with Twitter in a post titled,  “Why should you consider Twitter”

Axel’s six reasons are:

1. Provide a Better Customer Experience
2. Receive Market Feedback
3. Connect with your Customers
4. Find New Customers
5. Improve Customer Support
6. Product Introductions

I’ve no quibble with the list – but think it could be longer – perhaps by several.   Today I’d like to focus on the first item I would add to the list:   RISK AWARENESS AND MANAGEMENT.  If an Enterprise is not engaged in Social Web conversations they run a significant risk to their existing business.    The Social Web may very well be the utopia for marketing and customer acquisition – but organizations cannot under-estimate the damage that can be done to their existing business at lightening speed.   Not participating leaves the enterprise NO advance warnings or signs.   

As a point of emphasis here – when I write “participating” I do not mean “talking at”  -  mostly I mean LISTENING and perhaps some conversing.  If an organziation has not been actively participating in the conversation when it is cool breezes and smooth sailing – they have little to no chance of a  meaningful dialog when the waters get a little rougher.  

Over the last month Bank of America had Ann Minch’s video go viral – with thousand’s posting their own video responses condemning the banks interest rates and fee charges.  Yesterday  Bank of America and Chase announced a cut in their fees.    I understand that could be purely co-incidental,  and is no more than one anecdote.  But the anecdotal evidence seems to be growing and customers of all types are sending a loud and clear message – “we want a conversation with the people and companies we choose to buy from.”         Interestingly, organizations participating actively in the Social Web report little negativity from their customer base.     So far,  it is the organizations which are not listening who are forcing their Social Media minded customers to scream,  “I”m mad as hell and I’m not going to take it anymore”.