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For Interactive Marketing Professionals

Accelerate Your Social Maturity

Assessment: The Social Marketing Playbook

by Christine Spivey Overby

with David M. Cooperstein, Josh Bernoff, Nigel Fenwick, TJ Keitt, Zach Hofer-Shall, Doug Williams, Clay Richardson, Sarah Glass, James McDavid

  • June 29, 2012
  • Downloads: 127
  • Comments:
  • Rating:

Tags: Customer Experience Management, Social Marketing, Marketing Measurement, Web 2.0, Social Media, Social Computing*, Marketing Organization & Culture, Interactive Marketing Strategy and Process, Customer Intelligence Strategy and Process

Why Read This Report

Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make fundamental changes to resources, skills, tools, processes, and culture. Forrester calls this process of change "social maturity," and it consists of five stages: 1) dormant; 2) testing; 3) coordinating; 4) scaling and optimizing; and 5) empowering the workforce. To help accelerate the company's social maturity journey, interactive marketers should act as "shepherds" — coordinating across functions and demonstrating to senior executives the benefits of social tools. This report is Forrester's assessment tool for interactive marketers working on social marketing. It is an update to "Accelerating Your Social Maturity" originally published June 2, 2011.

Keywords: social marketing, marketing measurement, social media, customer experience
US $499

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PLAYBOOKS

This is the Assessment report in The Social Marketing Playbook

TABLE OF CONTENTS

  • An Empowered Organization Requires Social Maturity
  • Introducing Forrester's Social Maturity Model

  • RECOMMENDATIONS

    Interactive Marketers Must Embrace The Role Of Shepherd
  • Supplemental Material
  • Related Research Documents
 
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