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SALES, MARKETING, AND COMMUNICATIONS PRACTICE

COMMUNICATIONS EXECUTIVE COUNCIL©

™ 1/21/2010

Social Media Opportunity Diagnostic


Customized Report for Alpha Company
ROADMAP FOR THIS REPORT

Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile

© 2009 Corporate Executive Board. All Rights Reserved. 2


SOCIAL MEDIA OPPORTUNITY MODEL

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)

© 2009 Corporate Executive Board. All Rights Reserved. 3


THREE DRIVERS OF SOCIAL MEDIA POTENTIAL

Potential Components with Sample Factors


Social Media Potential is a
function of your stakeholder
behaviors, business
objectives, and industry
dynamics.
Importance of social media
competencies to achieving
• The potential index is business objectives
driven by questions you Business
answered about
Objectives
stakeholder traits,
business objectives, 33%
and industry dynamics. Current use of
social media by
• The potential index is stakeholder
calculated for each of Stakeholder Industry
five social media Behaviors Dynamics Impact of regulation on
activities: ability to use social
- Listen
33% 33% media
Extent that social media
- Talk shapes stakeholder
perceptions
- Connect
- Collaborate
- Energize

• 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

• Customers • Media • Opinion Leaders • NGOs/Activists • Investors

© 2009 Corporate Executive Board. All Rights Reserved. 4


ROADMAP FOR THIS REPORT

Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile

© 2009 Corporate Executive Board. All Rights Reserved. 5


YOUR SOCIAL MEDIA OPPORTUNITY PROFILE

Social Media Potential and Maturity Index


Potential and maturity
indexes combine to drive
your two largest gaps.
Maturity Potentia l

• Potential and maturity


100
scores are calculated
for each of the five
social media
capabilities.

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

TOP SOCIAL MEDIA OPPORTUNITIES

• Opportunity #1 Listening

• Opportunity #2 Collaborating

© 2009 Corporate Executive Board. All Rights Reserved. 6


ROADMAP FOR THIS REPORT

Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile

© 2009 Corporate Executive Board. All Rights Reserved. 7


STAKEHOLDER OPPORTUNITY COMPARISON

Overall Potential for Your Selected Stakeholders


Overall indexes of social
media potential are
compared across
stakeholder groups.
100

• Your potential to engage


with stakeholders
through social media is 64
relatively different
57

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

© 2009 Corporate Executive Board. All Rights Reserved. 8


ROADMAP FOR THIS REPORT

Your Social
Social Media Stakeholder-
Media
Opportunity Specific Recommendations Benchmarks
Opportunity
Model Results
Profile

© 2009 Corporate Executive Board. All Rights Reserved. 9


RECOMMENDATIONS
Listening to how your
stakeholders use social Recommendation: Boost your social media listening system
media and what they say is
the first step towards social
The goal is to do more than just monitoring—set up a listening system to identify patterns and insights,
media maturity.
and then establish processes or protocols to get the insight to the right part of the organization for action.

Listen strategically by first considering your audience’s needs and goals


• Use of social media differs across groups, so don’t ignore demographic information | Use Forrester’s free
technographics profile tool for consumer audiences or business audiences

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

Assess other medium or higher cost monitoring vendors


• A moderately priced vendor may be a good choice, especially if you have limited manpower. If your
stakeholders are especially active in social media on topics that matter to your organization AND you have
the budget, also look at the higher cost options. | Check out the Council’s comprehensive vendor profiles
of social media monitoring tools and vendors.

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

© 2009 Corporate Executive Board. All Rights Reserved. 13


SOCIAL MEDIA IMPACT BENCHMARKS

Social Media Impact Indicators

Strongly Agree 7.0

Neither Agree 4.0


nor Disagree 4.0
3.3
3.0
2.6
2.3
2.0

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

© 2009 Corporate Executive Board. All Rights Reserved. 14


STAFF BENCHMARKS

Dedicated Social Media Personnel

Indicates Alpha Company


response
100%

Percentage of Companies
77%

50%

13% 10%

0%
0 1 More than 1

Full and Partial Social Media FTEs

100%
Percentage of Companies

56%

50%

26%
13% 13%

0%
0 0.1 to 1.5 2 to 5 More than 5

© 2009 Corporate Executive Board. All Rights Reserved. 15


FUNCTIONAL INVOLVEMENT BENCHMARKS

Functional Involvement in Social Media

Not Participating Participating Leading the Charge


Alpha Company Response:

Leading the Charge


Corporate Comms 5% 34% 61%

Marketing 22% 56% 22% Participating

Customer Service/
66% 34% Not Participating
Consumer Affairs

Market Research 66% 29% 5% Participating

Sales 73% 27% Participating

Legal 68% 32% Participating

IT 32% 61% 7% Not Participating

R&D/ New Product Not Participating


71% 27% 2%
development

Percentage of Companies
© 2009 Corporate Executive Board. All Rights Reserved. 16
SOCIAL MEDIA INCORPORATION BENCHMARKS

Incorporation of Social Media into Processes

Not at All Moderate Extent Great Extent

Alpha Company
Response:
Press releases / online
61% 37% 2% Moderate Extent
newsroom maintenance

Issues management 66% 32% 2% Not at All

Crisis resolution 76% 22% Great Extent

Customer service triage 71% 29% Moderate Extent

Sponsorships / Not at All


71% 24% 5%
promotions

Earning calls / quarterly Not at All


85% 15%
releases

Community / CSR Not at All


78% 17% 5%
projects

Lobbying / legislative Moderate Extent


85% 12% 2%
affairs

Percentage of Companies

© 2009 Corporate Executive Board. All Rights Reserved. 17


POLICY AND PROCEDURE BENCHMARKS

Social Media Policies and Strategies


Percentage of Respondents with Each Policy/Strategy

Indicates Alpha Company


response

An employee social media use policy 38%

A monitoring system (with a vendor or in-house) 31%

Guidelines for responding to social media posts made by outside


19%
parties

A process for sharing social media best practices across the


9%
organization

A social media strategy 28%

An open company position so that employees can interact with


3%
stakeholders through social media

Protocols for distributing insight gathered from social media to the right
6%
spot(s) across the organization

A plan for acting on insight surfaced from social media listening 3%

Map of social media influencer network 9%

Cross-functional social media working group 28%

Benchmark or comparison of social media activities versus


16%
competitors, industry, etc.

0% 50% 100%

Percentage of Companies
© 2009 Corporate Executive Board. All Rights Reserved. 18
CHANNEL PRESENCE

Social Media Channel Popularity


Percentage of Respondents with Reported Presence

Indicates Alpha Company


response

Facebook 46%

Twitter 56%

YouTube 41%

Second Life 5%

My Space 7%

Flickr 22%

A Company Blog 32%

Private, Invite-Only Community (ex: Communispace) 10%

Public Company-Sponsored Online Community 10%

Third Party Community (i.e., not sponsored by your


10%
company)

Commentary/participation on external blogs 20%

Externally-facing wiki 5%

Linkedin 27%

0% 50% 100%

Percentage of Companies

© 2009 Corporate Executive Board. All Rights Reserved. 19


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