1.
#CNX16
Your Social Media Maturity Model:
9 Ways To Track & Empower Social
Media Success
Derek Showerman
Principal Marketing Consultant
dshowerman@salesforce.com
@derekshowerman

2.
Goals
Walkthrough how Marketing
Cloud Professional Services
tracks the social maturity of
our customers
Session visitors will learn
how to track their business
across the 9 dimensions of
Social Maturity and what are
the benchmarks associated
with the four layers of each
dimension
Walk away knowing the 9
most important
considerations of pushing
your Social Maturity forward
1 2 3

3.
#CNX16
Social Maturity Model
The 9 dimensions of your social maturity

4.
Why Social Media is a challenge
​ They need guidance on
• Clear goals
• Objectives
• How to achieve their Social vision
• Infrastructure to make it happen
​ Business are transitioning from impressions to conversions
TIME
MATURITY
Social
Media
Email
Marketing
CRM

5.
Support
Active
Engage
Organized
Listen
Informal
Sell
Conversion
Learn
Optimized
PATH TO MATURITY
Typical Social Maturity

6.
What is your brands Social Maturity Score?
3. Active
• Blog & Content Strategy
• Empowering advocates
& influencers
• The brand routes social
data
• Social SEO & PPC
begin
• The brand creates
content for all Dept’s,
starting with Customer
Care
• Service Cloud & Sales
Cloud
2. Organized
• Direct consumer
engagement, may
include Customer
Service
• The brand chooses
channels to engage in
with a purpose.
• Governance begins.
• Paid/owned/earned
presences are born
• Full time social media
employees
• COE fully flushed out
• Competitive and
industry monitoring
• Measuring against
Goals
1. Informal
• The brand is listening
for mentions,
competitive intelligence,
innovation ideation.
• The Brand is using
Email marketing
• Some policies, no COE
or training
• Limited Senior
leadership buy-in
Functionality ExtensiveLimited
BusinessImpactHighLow
5. Conversion
• Traditional Marketing
support Digital
Marketing Efforts
(Likewise)
• All Social Data is
Routed (Big Data to
Actionable Data)
• All BU’s have their own
KPI’s of Success &
Allotted Resources
• All Content has clear
CTA’s (Call To Actions)
• Every piece of content
and action is tracking
Conversion Metrics
• All Social Posts are
routed/labeled to correct
cloud/user to respond
4. Optimized
• Social Data is routed to
Service Cloud, Sales
Cloud & Marketing
Cloud
• Full Governance
• Full SLA for 100%
Social Mentions
• All Social Posts labeled
• Social is embedded
across enterprise
• Employee certification
required
• Senior leadership active
in social media
• Conversion data
• ROI realized
3.3
Score
Oct 2015

7.
Social Maturity Matrix
STAGE4
Ideology and
leadership
Human
Resources Goals Listening Social Content
Measurement
and Analytics
Social Media
Tools
STAGE3STAGE2STAGE1
Early stage Informal Basic Basic or grass
roots
Not tracking
No tools, native
Twitter/FB, etc
Supportive Partial Organized Basic brand
Basic
quantitative
Mix of free and
paid
Engaged Dedicated Integrated
Some Full
brand,
competition
and industry
Quantitative
and qualitative
Exclusively paid
Passionate
Dedicated
and cross-
functional
Accountable
Full brand,
competition
and industry
Quantitative,
qualitative and
integrated
Social integrated
with other
systems
Messaging
Engaging and
creating
Participating
Responding
Listening Reporter
Producer
Editor
Publisher
Social
Advertising
Basic
Targeted
Automated
Integrated

8.
Leadership
Organization
Governance
Staffing Goals Social Listening Messaging Social Content Social Advertising
Measurement &
Analytics
Social Media Tools
Phase 4
-Social Media Executive
Dashboard is reviewed
MOM
-Executives participates
in Social Media
-Executive team sees
clear ROI from Social
Media
- All staff goes through a
certification
-In some instances the
organization brings all
Social Media and
content execution in-
house and removes the
use of agencies.
- Social Media Executive
KPI Dashboard is
reviewed by senior
leadership MOM.
-Future business goals
supported by Social
Media & appropriate
resourcing and
budgeting
-All BU's listening and
routing posts (Big Data
to Actionable Data) -
Routing social posts to
Service Cloud and
Marketing Cloud
-Traditional scratches
the back of social and
social scratches the back
of traditional (Integrated
Marketing)
-All Social channels have
a unique message
-100% of Social Posts
are being routed to
appropriate Depts/BU's/
Clouds to respond.
-Every piece of content
has a call to action (CTA)
and is tracking those
conversions
-SEO is the foundation
of each piece of content
by channel
-Traditional marketing is
using Social to extend
campaigns
-Hashtag strategy and
link clickthroughs is
tracked -Executive
Dashboard is tracking
conversion %
-Brand is buying in all
channels to fill in
organic content traffic
gaps. -Fully
integrated ad buys
based on content
strategy Dept/BU wide
-New Conversion
keywords identified
quarterly
-Dashboards for each
Dept/BU/Use case
realized.
--Overall Executive
dashboard is created
and reported on MOM
Fully integrated:
Social Studio
Service Cloud
Sales Cloud
Social Studio
Exact target
Social.com
Mobile
Pardot
Chatter
Sales Wave
Salesforce 1
Force.com
Heroku
App Exchange
Phase 3
-Earmarked Social
Media Budget from
Executive team
- Staffing is earmarked
to Social
-HR actively recruits for
Social Media specific
roles.
-COE owns Social Media
training and early
certifications -COE owns
technology on-boarding
-Each Dept/BU should
have a Content
Manager, Analyst,
Community Manager,
Customer Care
Representative. OR they
should be using a
agency to carry out
these roles.
-Social Media is part of
yearly goals discussion
-Focused goals and
KPI"s based on use case
and dept/BU
established -
Advanced Publish,
Engage & Listening
Goals across all Dept's/
BU's -Clear
tactics for each use case
established across
dept's/BU's
-Traditional marketing
and campaign listening
-Full industry listening
including HR, PR,
events, thought leaders
-100% SLA in place for
all customer care
-Posts being routed and
responded to based on
workflow/label
taxonomy.
-Most Dept's/BU's
responding to posts
-Advocates and
Influencers are
empowered
- Brand begins to create
content based on Social
SEO and regular Google
SEO. Brand posts in
every channel with a
regular cadence
- Each Dept/BU is
creating content by
channel based on their
goals.
-Conversion % is
realized in paid and
organic. -Brand
reduces paid ads as
conversion % increases
in organic.
-Brand is tracking traffic
from social media vs.
paid
-Traditional campaigns
supported by organic
content gen and paid
advertising.
KPI's tracked across all
channels and on-page,
integrated with paid vs.
organic.
--Each use case and
dept/BU should be
creating an executive
dashboard
Social Studio
Service Cloud
Sales Cloud
Social Studio
Exact target
Social.com
Mobile
Phase 2
-Value Proposition by
BU/Department realized
-Social Media policy is
instituted
-Hiring of an agency to
execute -
Multiple BU's with Social
Media resource
-BU's working together
on COE & value
proposition
-Mapping the use of
Social Media to overall
business goals
-Advanced listening
goals identified-
competitive, industry,
traditional campaigns
- Basic publishing and
engagement KPI's
established
-Advanced Brand
Listening
-Competitive Listening
-Advocates &
Influencers Identified
-Innovation to the voice
of the customer
listening -Multiple
workflow rules built
- Messaging is
segmented by audience
-Messaging supports
traditional campaigns
and email
-Responding to
mentions in Social
Media
- Every Social Media
channel has a purpose
for creating content -
Brand builds a corporate
blog
-Brand is tracking on-
page analytics in
addition to Social
Analytics
-Identified Conversion
keywords for paid
-Brainstormed organic
keywords to drive
conversions - Dept/BU
segmentation for ad
buys
-Brand tracks on page
and social analytics
- KPI's based on use
case across all channels
Social Studio
Service Cloud
Sales Cloud
Exact target
Phase 1
Center of Excellence is
born
- At least one staff
member focused on
Social Media
-Basic social listening
goals
--Risks to success
identified
-Basic Brand Listening -
Topic Profiles built
-Negative sentiment
workflow rule
-Voice and tone is
selected for the brand(s)
- Brand creates a
content strategy for
Facebook & Twitter
--Brand has a negative
response content
strategy
- Paid adverting in Social
and Google
-Focus on competitive
bids
Basic KPI's based on
twitter and facebook
engagement
Social Studio
Exact target

9.
#CNX16
9 key benchmarks
The 9 biggest obstacles to overcome to move from 1-5 on the maturity scale

10.
Content Strategy
Content from brands helps
consumers:
• Purchase from brands
they trust
• Make purchases after self
education
• Purchase from non-
traditional channels like
their phone and social
channels
• Feel as though they are
in control – the brand is
being a helpful neighbor
​ Moving from listening and engaging to a full fledged publishing organization
1

11.
Center of Excellence
The center of excellence
helps:
• Brand pool their efforts
and resources. (Knock
down silos)
• Build repeatable and
scalable process
(governance within the
brands walls)
• Align technology
utilization
• Identify goals, objectives
and tactics across BU’s
​ Bring all business units using social media into one group
2

12.
Social Specific Staffing
Social specific resources
• Align the brand voice and
tone with traditional
marketing
• Keeps focus on digital
• Realizes social media
KPI’s 75% faster
• Organizes vendor
relationships and
governance for agencies
​ Earmarked social media resources drive results
Customer Care
Analytics
Content Generation
Execution by BU’s
Management
C-Suite CMO
Product 1
Community
Manager
(COE)
Content
Manager
(COE)
Social Media
Analyst (COE)
CSR
Product 2
Community
Manager
(COE
Content
Manager
(COE)
Social Media
Analyst (COE)
CSR
Product 3
Community
Manager
(COE)
Content
Manager
(COE)
Social Media
Analyst (COE)
CSR
Product 4
Community
Manager
(COE)
Content
Manager
(COE)
Social Media
Analyst (COE)
CSR
3

13.
Social Customer Care
Social Customer Care is:
• A way to drive customer
satisfactions
• A way to innovate to the
voice of the customers
• A way to realize cost
saving via call deflection
• A way my brand can turn
a negative into a positive
publically
• A way to drive positive
sentiment
Responding to 100% of questions to the brand can be a challenge
4

14.
Purpose for the brand in each Social Media channel
Every brand needs to have a
reason to be in a channel:
• @Comcastcares: use
case is social customer
care
• Home depot uses Vine to
show lessons learned at
“do it yourself” classes in
store
Some brands fall in the trap of being in a channel without a purpose
5

15.
KPIs by use case
The value of tracking KPIs
by use case for a brand are:
Alignment and ownership
across BU’s (center of
excellence)
Focus month over month
and quarter over quarter
Executive reporting across
the organization
Tracking success by use case allows for aligned ROI
6

16.
Social Advertising
By using geo-gating and/or
keyword gating, a brand can
buy their way into the
conversation by social
channel.
Social advertising should be
done prior to creating a
content strategy to help the
brand be found in the
channel for the topic of
importance
Brands should peel back
social advertising once their
content strategy is working
Buying your way into the conversation
7

17.
SEO
Building pages that are
enabled to rank for keywords
and drive likes and shares
Ranking on-page and in
Social will allow brands to
pull back on advertising and
focus on new advertising
avenues
Ranking on page 1 within
Google will drive
conversions
Brands need to think about on-page SEO and Social SEO
8

18.
Conversion
Conversions are more then
just leads and sales
Likes and shares drive your
on-page SEO
Tracking page visits and
conversions from Social will
qualify the work you are
conducting is social
NOTE: Conversion should
be a consideration at all
phases of the social
maturity. But is usually
realized in phases 3-5.
Conversions are digital marketing nirvana
Likes New Email Advocate
Share Feedback Usable Crowd Sourced
Content
Pin Sign up Innovation or Idea
RT Buy Landing page visit
@mention,
Comment, Fan
Competitive intelligence Site Visit
Follow Give Charitable contribution
9

19.
#CNX16
Questions?

20.
Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA

21.
#CNX16
Appendix
9 dimensions of your social maturity – explanation

22.
Senior leadership of the organization may be unaware, uninterested or skeptical of social media in general or the organization’s social media activities in
particular. They favor tight control of social media, up to and including blocking employees from participating in social media on company time or for
discussion of company activities. The basic attitude is “Show me why I should do this.” One business unit creates an eventual Center of Social Media
Excellence.
Ideology and Leadership
Early
Senior leadership of the organization recognizes the growth and prominence of social media and understands on a basic level that participation is valuable
or necessary. They accept that some employees can and should participate in social media on behalf of the company. They favor centralized “ownership”
and control of social media. Generally at this point each business unit knows their individual value proposition within Social Media. A company wide Social
Media policy is rolled our org wide.
Supportive
Senior leadership of the organization understands the value of social media to the company and encourages social media participation, either on a
widespread basis as part of sales, marketing and other official activities, and/or by employees across the board. Executive team earmarks budget and
resources exclusively to Social Media.
Engaged
Senior leadership of the organization actively participates in social media themselves and provides top-down encouragement for individual employees and
groups within the company to engage and share. They encourage all employees to participate in social media on a professional level. Senior leadership
received a Social Media executive dashboard company wide monthly. From those reports the executive team is able to see clear ROI.
Passionate

23.
There are a few people inside the company with social media as an official part of their job descriptions. The company may have no official social media
program. Or it may focus its social media activities on a few sanctioned individuals in PR, corporate communications or marketing, or rely on ad hoc, grass
roots efforts, either officially sanctioned or benignly ignored. Generally there will be at least one person working within Social Media.
Human Resources
Informal
There are multiple people inside the company, or agencies with social media as part of their official job responsibilities, in multiple departments. While
these activities are officially sanctioned, they may make up only a small part of each employee’s official responsibilities and are likely to have been an added
responsibility, rather than a replacement for existing tasks. This is the phase where business units works with the Center of Excellence on joint priorities,
governance and resource allocation.
Partial
The company has a full-time social media manager, director or other recognized leader of social media activity. This person may serve to coordinate the
activities of other social media practitioners, oversee social media policies and strategy and lead training initiatives. The company may also have a social
media council or governing body overseeing social media activities, training and holds authority of an existing marketing or communications council. HR
is actively recruiting for future social media roles. The Center of Excellence makes all decisions on technology. Each Dept/BU should have a Content
Manager, Analyst, Community Manager, Customer Care Representative. Or they should be using a agency to carry out these roles.
Dedicated
The company has a social media council or governing body and one or more social media managers, community managers or others devoted to social
media. Responsibility for social media is spread throughout the organization and there is a business unit focus on the particular needs of multiple
departments including marketing, PR, sales, customer service, tech support, HR and others. In addition to a social media center of excellence, there is a
regular channel, either in person or online, for social media practitioners from multiple departments to coordinate their activities, share best practices and
support one another. All employees go through a certification. Agencies give way to in-house execution.
Dedicated and
Cross Functional

24.
The company either has no official goals associated with social media. Generally there will be silo within the organization that is taking on the role of
renegade for Social Media. At this stage the risks to success with social media are identified.
Goals
Basic
Social Media is a part of yearly goals discussions. Focused goals and KPI"s based on use case and dept/BU established. The goals are broken down by
listening, publish and engage. Each Dept/BU has clearly defined tactics to support each use case to achieve the desired KPI of success.
Organized The company provides an officially sanctioned social media guidelines are incorporated and each department/BU come together with their own set of
goals. The organization is still silo’d in their approach to social media, but are working towards singular goals by Dept/BU.
Integrated
In addition to all the characteristics mentioned above, the company requires social media training for employees around goals, tactics and metrics. All
future business goals supported by Social Media & appropriate resourcing and budgeting. Executives review executive dashboard and adapt the business
based on learning's.
Accountable

25.
The company has no official listening program, or relies on free online tools such as Google Alerts to catch mentions of the company and its products.
Responding to such mentions is handled in the same way as traditional PR response, and may involve multiple departments and significant amounts of
time to respond. Listening may be a part of one person or department’s responsibilities, or employees personally active in social media who also follow
mentions of the company may handle it ad hoc. This is the phase where basic brand topic profiles would be built in Social Studio. Negative sentiment
workflow would be built here.
Listening
Basic or
Grassroots
The company has an official listening program, although it may be minimally staffed and part of another employee or department’s responsibilities. The
begins listening to competitive chatter and identifying advocates and influencers.
Basic Brand
The company has an official listening program using paid tools and monitors for mentions not only of their brand, but of their major competitors and key
issues as well as supporting traditional marketing with campaign strategy. The organization is also executing full industry listening including HR, PR, events
and thought leaders.
Full Brand, Some
Competition and
Industry
The company has an official listening program using paid tools and monitors for mentions not only of their brand, major competitors and key issues, but also
HR, PR, events and thought leaders. All depts/BU’s are listening. Responsibility for engaging with each audience segment is handled by the relevant
department (PR engages with journalists, Analyst Relations with analysts, etc.). Customer service and tech support are active participants in social media,
giving equal weight to questions and comments posted in social media as they would to calls to the support number or trouble tickets. 100% of social posts
are routed to the appropriate parties (Big Data to Actionable Data). Data might flow through Service Cloud, Sales Cloud & Marketing Cloud.
Full Brand,
Competition and
Industry

26.
The company does not engage online on a regular basis, or responds minimally to highest-profile comments or complaints. Engaging in social media is not
an official part of anyone’s job, or may be a part of one person or department’s responsibilities, or employees personally active in social media who also
follow mentions of the company may handle it ad hoc. Voice and tone is established for the brand.
Messaging
Basic or
Grassroots
The organization begins segregating posts by audience and dept/BU. Messaging should be aligned to traditional campaigns and email. Social Customer
Care is the most likely use case to be front and center at this stage.
Responsive
Engaging in social media is an official part of the job of a small group, or representatives in multiple departments. Engagement is a mix of reactive and
proactive, across all BU’s. Customer Care has a 100% SLA goal and repeatable messaging has been established for most prevalent social requests. Other
depts/BU’s begin planning on messaging and responses workflows for 100% mentions in the future. Some workflow and messaging is happening
company wide.
Participatory
The company has a community team, and engagement is a part of the job of customer-facing employees, or may be encouraged for every employee.
Engagement is a mix of reactive and proactive, and official outbound social media communication focuses not only on company news but also heavily on
content designed to be useful and interesting to customers and prospects, whether or not it directly supports company messaging. Traditional marketing
scratches the back of social and social scratches the back of traditional (Integrated Marketing). All Social channels have a unique message. 100% of
Social Posts are being routed to appropriate Depts/BU's/Clouds to respond.
Engaging and
Creating

27.
The company does not create much in terms of content. Instead, they repost or retweet posts from other brands or the community. Facebook and twitter
strategy is crafted. The brand also draws up a negative response content strategy.
Social Content
Reporter
Creating original content is part of the company’s social media strategy. The brand identifies the content strategy for every
social media channel. The organization creates a corporate blog that will function as an integrated content conduit for all
depts/BU’s. The organization institutes on-page analytics and begins tracking how content is performing based on traffic pulls
from social and other channels.
Producer
In addition to the creation of content, the company also uses an Editor to work with various content creators. This may
include the use of approval rules in Social Studio. The editor may be responsible for scheduling posts, maintaining a
content calendar and approving posts for content. The content editor posts in all social channels with a regular agreed
upon cadence. Brand begins to create content based on Social SEO and regular organic Google SEO. Each Dept/BU is
creating content that maps to their goals and KPI”s.
Editor
A company with a publishing approach to social media employs defined strategies for each of their social channels. They
create content specifically for each of their channels and measures each one in an attempt to continuously improve content
and engagement. Every piece of content has clear calls to actions and those conversion’s are tracked MOM. SEO is the
foundation and guiding force for every piece of content generated. Traditional marketing is working with the social team to
extend their campaigns with the use of hastags and tracked click throughs.
Publisher

28.
The company may have a small budget to spend on social advertising. Simple paid advertising in Google and/or social. Many times the organization is
focused on competitive bids.
Social Advertising
Basic
Ads are targeted to specific demographics, or with specific goals in mind. Ads contain content specific to targeted audiences and ads are measured to
determine whether they perform well with the targeted demographic. All ads are based on conversion keywords that have clear search volume. At this
phase is where paid ads begin sculpting an organic content strategy for marketing. The goal is to lower ad spend as organic rankings rise. The brand
generally is beginning to segregate ad buys by dept/BU.
Targeted
The company uses tools to help determine which content is best to advertise with. This can include determining times of day to post, or which
demographic is likely to respond best to an ad. The organization knows it’s conversion % for both paid and organic. The organization reduced paid burn
as organic ranking elevate. Brand is keenly aware and tracking organic traffic to web properties & social channels vs. paid. Traditional marketing campaigns
are supported by organic content and paid ads.
Automated
The company’s social media advertising efforts do not exist in a silo. Social ads are part of a larger brand campaign. Traditional media may drive
customers to social channels or vice versa. Themes carry across all media types. Social campaigns may also have connections to brick and mortar
marketing efforts. The brand’s social presence is advertised outside of the social space. Brand is buying in all channels to fill in organic content traffic
gaps. New conversion keywords are identified quarterly.
Integrated

29.
The company has no official process for social media measurement, or may track the most basic measures on facebook and Twitter (number of followers or
fans, blog traffic, etc.). If any measurement tools are used, they are basic free tools such as Google Alerts. The company has not identified social media
success metrics, or only at the most basic level.
Measurement and Analytics
None/Basic
The company uses free or paid tools, or a combination of free tools and procedures developed in-house. Management’s primary interest in social media
monitoring and measurement is to understand the value of time spent compared to results achieved. Basic success metrics are in place and the brand is
beginning to benchmark and to business objectives. The brand will begin tracking on-page analytics from social. The organization as a whole begins crafting
KPI’s of success across all use cases and depts/BU’s.
Basic
The company uses free or paid tools, or a combination of free tools and procedures developed in-house. Management encourages social media
monitoring, measurement and analytics as part of everyday business practice. Social media reporting is available to anyone in the company who would like
to see it. Social media metrics are integrated with overall business objectives. KPI's tracked across all channels and on-page, integrated with paid vs.
organic. The organization is crafting an executive dashboard across all depts/BU’s
Quantitative and
Qualitative
The company uses an integrated social media monitoring, measurement and analytics solution. Success metrics are in place, benchmarked against past
performance or industry standards and regularly reviewed and updated. Social media metrics are integrated with overall business objectives. Social media
analytics are available on the desktop, customized to each business unit. Social media analytics, integrated with other key performance indicators, are an
integral part of the strategic planning process. Dashboards for each Dept/BU/Use case realized. Executive dashboard is created and reported on MOM- All
dept’s/BU
Integrated with
Analytics

30.
The company uses a paid, integrated social media engagement platform that performs multiple functions and is integrated across departments. Tools:
Social Studio, Exact target
Social Media Tools
Integrated
The company uses free or paid social media engagement tools as part of their daily business activities. There is basic standardization across
departments of the tools, but little or no integration or standardization of systems and procedures. Tools: Social Studio, Exact target, Sales
Cloud Exact target "
Mix of Free and
Paid
The company uses paid social media engagement tools as part of their business activities, and may have multiple tools in place with
complementary or overlapping functionality, chosen to meet specific needs at a particular time. There is basic standardization across
departments of the tools and basic integration and standardization of systems and procedures. Tools: Social Studio, Service Cloud, Sales
Cloud Social Studio, Exact target, Social.com, Mobile "
Exclusively Paid/
Enterprise
The company uses an integrated social media monitoring, measurement and analytics solution. Success metrics are in place, benchmarked
against past performance or industry standards and regularly reviewed and updated. Social media metrics are integrated with overall
business objectives. Social media analytics are available on the desktop, customized to each business unit. Social media analytics,
integrated with other key performance indicators, are an integral part of the strategic planning process. Tools: Social Studio, Service Cloud,
Sales Cloud Social Studio, Exact target, Social.com, Mobile, Pardot, Chatter, Sales Wave, Salesforce 1, Force.com,
Heroku
Integrated with
Analytics