Auckland: Six Stages of Social Media Transformation
The six stages are as follows:
Stage 1: Planning – “Listen to Learn”
The goal of this first stage is to ensure that there is a strong foundation for strategy development, organizational alignment, resource development, and execution. Key tenets of this stage include listening to customers to learn about their social behavior; using pilot projects to prioritize social efforts; and using audits to assess internal readiness.
Stage 2: Presence – “Stake Our Claim”
Staking a claim represents a natural evolution from planning to action. As you move along the journey, your experience establishes a formal and informed presence in social media. Key tenets of this stage include leveraging social content to amplify existing marketing efforts, providing information to support post-transaction issues; and aligning metrics with departmental or functional business objectives.
Stage 3: Engagement – “Dialog Deepens Relationships”
When organizations move into this stage, they make a commitment where social media is no longer a "nice to "have" but instead, is seen as a critical element in relationship building. Key tenets of this stage include participating in conversations to build communities; using engagement and influence to speed path to purchase efficiently; providing support through direct engagement, as well as between people; establishing a risk management and training discipline to shift mindsets; and fostering employee engagement through enterprise social networks.
Stage 4: Formalized – “Organize for Scale”
The risk of uncoordinated social initiatives is the main driver moving organizations into Stage 4, where a formalized approach focuses on three key activities: establishing an executive sponsor; creating a hub, a.k.a. a Center of Excellence (CoE); and establishing organization-wide governance. Organizations should plan for a potential CoE pitfall, however, as creating one may lead to scaling problems in the long-term.
Stage 5: Strategic – “Becoming a Social Business”
As organizations migrate along the maturity model, the social media initiatives gain greater visibility as they begin to have real business impact. This captures the attention of C-level executives and department heads who see the potential of social. Key tenets of this stage include integrating social into all areas of the business; garnering executive engagement; forming a steering committee; and pushing social operations out to business units.
Stage 6: Converged – “Business is Social”
As a result of the cross-functional and executive support, social business strategies start to weave into the fabric of an evolving organization. To move into this stage, organizations need to make a commitment to a single business strategy process; merging social with digital; creating holistic customer experiences with converged media; and developing a holistic social culture.
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