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    ANA Social Media Marketing Maturity Model

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    Demand Metric
    This document outlines a 4-stage social media marketing maturity model: 1) Undefined - Skeptical of social media with limited knowledge and no coordinated efforts. 2) Progressive - Views social media as a new channel and adds some resources, but lacks long-term commitment. 3) Mature - Commits long-term resources, leverages peer groups, and tracks competitors, but does not fully align organization. 4) World-Class - Views social media strategically and aligns organization for success, analyzes insights, and gets measurable results.

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    ANA Social Media Marketing Maturity Model

    Uploaded by

    Demand Metric
    12K views2 pages
    This document outlines a 4-stage social media marketing maturity model: 1) Undefined - Skeptical of social media with limited knowledge and no coordinated efforts. 2) Progressive - Views social media as a new channel and adds some resources, but lacks long-term commitment. 3) Mature - Commits long-term resources, leverages peer groups, and tracks competitors, but does not fully align organization. 4) World-Class - Views social media strategically and aligns organization for success, analyzes insights, and gets measurable results.

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    ANA Social Media Marketing Maturity Model

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    This document outlines a 4-stage social media marketing maturity model: 1) Undefined - Skeptical of social media with limited knowledge and no coordinated efforts. 2) Progressive - Views social media as a new channel and adds some resources, but lacks long-term commitment. 3) Mature - Commits long-term resources, leverages peer groups, and tracks competitors, but does not fully align organization. 4) World-Class - Views social media strategically and aligns organization for success, analyzes insights, and gets measurable results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    12K views2 pages

    ANA Social Media Marketing Maturity Model

    Uploaded by

    Demand Metric
    This document outlines a 4-stage social media marketing maturity model: 1) Undefined - Skeptical of social media with limited knowledge and no coordinated efforts. 2) Progressive - Views social media as a new channel and adds some resources, but lacks long-term commitment. 3) Mature - Commits long-term resources, leverages peer groups, and tracks competitors, but does not fully align organization. 4) World-Class - Views social media strategically and aligns organization for success, analyzes insights, and gets measurable results.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    SOCIAL MEDIA MARKETING

    Maturity Model

    STAGE 4 - World-Class
    STAGE 3 - Mature
    STAGE 2 - Progressive
    Social STAGE 1 - Undefined
    Business Views Social Media as a strategic func-
    tion; Fully funds efforts; Aligns organi-
    Long-term commitment; Is a willing partici-
    zation for social success
    Views Social Media as a new marketing pant; Adds resources for growth
    Senior Skeptical of Social Media; Is willing to channel; Allocates budget & staff
    Management fund isolated projects and/or test pilot resources
    Commitment

    Social Media Limited knowledge of Social Media Solid understanding of Social Leverages peer groups; Active community Active thought leaders; Social
    Knowledge channels Media use management influencers

    Company profile on Social Media sites; Growing subscriber lists; Customer & Consistent customer engagement; Proactive social listening; True dialog
    Customer
    Posting is sporadic and ad hoc; Lack of audience awareness; Mostly one-way Reactive social listening; True dialog; with ideal audience; Process loop for
    Engagement audience awareness; One-way dialog dialog; Sporadic customer participation Recognition of preferred audience customer feedback to impact company

    Competitive Audit top competitors online strategy Regularly track competitors; Monitors Analyzes social activity of competitors
    No or little competitive tracking exists
    Insight and know their Social Media strategy activity daily and provide insights to stakeholders
    SOCIAL MEDIA MARKETING
    Maturity Model

    Social
    Business STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

    Budget with business case to justify Budget connect to social goals; Orga-
    No budget exists; Spending & staffing Budget allocated; Defined roles &
    Budget & Staff is ad hoc responsibilities for Social Media
    spend; Dedicated internal point person for nization aligned for maximum social
    Social Media impact

    Plan & Strategy implemented; Integrated


    Defined Social Media Channel Map Defined strategy with some objectives,
    Channel No coordinated effort
    and posting strategy targets, initiatives and measures
    solutions and tools; Getting measurable
    Selection results

    Size of population (i.e. Twitter followers, Social Media dashboard for brand Dashboard results deliver verifiable
    Dashboard results are tracked and
    Metrics & Facebook likes, # of LinkedIn connec- awareness, channel activity, social return and drive new initiatives &
    communicated
    Measurement tions, etc.) reach and reputation management policies

    Want to rate your organization’s Social Media Marketing maturity


    with an interactive tool? Download our Social Media Maturity Assessment VIEW RESOURCE
    and get started today!

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