Following on from the recent post on the Seven Success Factors of Social Business Strategy, this report from the Altimeter Group, provides a useful roadmap of the stages an organisation passes through on their way to becoming a fully functioning social business.
At present most companies are still getting to grips with the possibilities of social media. Altimeter’s survey revealed that just 28% of organisations felt they had achieved a fully rounded approach to social media. For an increasing number though, their goal is to become a truly social business; developed through a combination of cross-functional collaboration and executive support and resulting in a structure and culture in which social strategies and practices are a part of the fabric of the organisation.
You can read the full report below, but as a starter here are the…
Six Stages of Social Business Transformation
Stage 1: Planning – “Listen to Learn”
Ensure there is a strong foundation for your social media strategy development, organisational alignment, resource development, and execution. Base this foundation on listening to customers to learn about their social behaviour, use pilot projects to prioritise social efforts and conduct internal audits to assess the organisation’s readiness to adopt a social approach.
Stage 2: Presence – “Stake Our Claim”
Establish a formal and informed presence in social media. This may include developing social content to amplify existing marketing efforts, providing insights to support post-transaction issues and aligning social metrics with departmental or functional business objectives.
Stage 3: Engagement – “Dialog Deepens Relationships”
At this stage social media is no longer a “nice to “have” but is seen as a critical element in relationship building. This may include participating in conversations to build communities; using engagement and influence to grow sales; providing customer support through direct engagement, as well as between people; establishing a risk management and training discipline to change culture and fostering employee engagement through enterprise social networks.
Stage 4: Formalised – “Organize for Scale”
The risk of uncoordinated social initiatives can be minimised by developing a formalised approach focused on three key activities: establishing an executive sponsor; creating a hub, a.k.a. a Center of Excellence (CoE); and establishing organisation-wide governance.
Stage 5: Strategic – “Becoming a Social Business”
As organisations 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. At this stage organisations start integrating social into all areas of the business; gaining executive engagement 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, organisations 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.