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how social media
           is growing up
           in the
           organization …
           (and we can learn from it)




http://www.flickr.com/photos/abry84/3508843796/
      1            MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
just to make sure,
           we’re on the
           same page on
           social media …




Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
      2             MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
      3             MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
so how can we make this
    better …




4   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
social media in the enterprise
    of course …

    not the sex …




5   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
well, we could start by using
     a maturity model …




6   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
maturity model
     you say?




7   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
a maturity model …
     Determines where organizations are
     Identifies which steps need to be taken to improve
     and/or grow to a next stage
     Offers organizations the benefit of benchmarking
     against cross-industry best practices, identifying
     quick wins and improvement areas
     Supports organizations on their journey!




8   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
basically, there are 3 stages
                     of enterprise * social media

                     maturity ….




                *
                    enterprise: within the organization (firewall)
Image: Supertramp
     9              MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
pioneering
     Initiated buy the end-user, local
     initiatives, fulfilling personal
     interests. Separate initiatives.
     Focus on informal communication
     and accessibility of information.




10       MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
facilitating
                                                                                               Successes of the pioneering stage
                                                                                               leads to wider acceptance and
                                                                                               increased demand. Need for more
                                                                                               structure and re-use of best-
                                                                                               practices. Initiatives will be based
                                                                                               on a high-level business case.

Source: http://www.flickr.com/photos/17659160@N03/1923093971
     11           MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
strategic
        Enterprise 2.0 part of the culture
        and DNA of the organisation and
        operations. Focus on knowledge
        sharing, innovation and
        collaboration.




Image: Flickr - Maria Bozina
      12            MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
there are 4 key criteria to
      assess which initiatives to
      support in each stage …




13   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
value
 for the end-user (not the
 organization)




                                        http://www.flickr.com/photos/drfreezo/2748276763/


14     MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
impact
                                                                                                on the organization to enable social
                                                                                                media in the organization




http://www.flickr.com/photos/donsolo/2961256604/

      15           MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
innovation
        how the initiatives contribute to
        innovativeness of the organization




http://www.flickr.com/photos/fredoichi/3530068909/
      16            MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
investment
       in terms of resources, budget,
       technologies.




http://www.flickr.com/photos/gaetanlee/1947414336/

      17           MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
and 4 dimensions critical to
      enterprise social media
      maturity ….




18   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
employee
     Social media focus
     Content management
     Culture




19      MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
business
     Vision & strategy
     Leadership & commitment
     Governance & alignment




20      MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
organization
     Community management
     Policies & procedures
     Metrics & measurement




21      MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
technology
     Tools
     Architecture
     Platform




22       MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
combined, this leads to the

      Enterprise
      Social Media Maturity Model!




23   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
24   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
//     More information?
       please contact:

       Gijsbert van der Sleen
       m +31 6 51 366 308
       e: gijsbert.vandersleen@maxx-online.nl

       MAXX//online
       improving digital marketing performance

       i: www.maxx-online.nl




25   MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl

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Enterprise Social Media Maturity Model (ESM3)

  • 1. how social media is growing up in the organization … (and we can learn from it) http://www.flickr.com/photos/abry84/3508843796/ 1 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 2. just to make sure, we’re on the same page on social media … Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 2 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 3. Source: http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later 3 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 4. so how can we make this better … 4 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 5. social media in the enterprise of course … not the sex … 5 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 6. well, we could start by using a maturity model … 6 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 7. maturity model you say? 7 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 8. a maturity model … Determines where organizations are Identifies which steps need to be taken to improve and/or grow to a next stage Offers organizations the benefit of benchmarking against cross-industry best practices, identifying quick wins and improvement areas Supports organizations on their journey! 8 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 9. basically, there are 3 stages of enterprise * social media maturity …. * enterprise: within the organization (firewall) Image: Supertramp 9 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 10. pioneering Initiated buy the end-user, local initiatives, fulfilling personal interests. Separate initiatives. Focus on informal communication and accessibility of information. 10 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 11. facilitating Successes of the pioneering stage leads to wider acceptance and increased demand. Need for more structure and re-use of best- practices. Initiatives will be based on a high-level business case. Source: http://www.flickr.com/photos/17659160@N03/1923093971 11 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 12. strategic Enterprise 2.0 part of the culture and DNA of the organisation and operations. Focus on knowledge sharing, innovation and collaboration. Image: Flickr - Maria Bozina 12 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 13. there are 4 key criteria to assess which initiatives to support in each stage … 13 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 14. value for the end-user (not the organization) http://www.flickr.com/photos/drfreezo/2748276763/ 14 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 15. impact on the organization to enable social media in the organization http://www.flickr.com/photos/donsolo/2961256604/ 15 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 16. innovation how the initiatives contribute to innovativeness of the organization http://www.flickr.com/photos/fredoichi/3530068909/ 16 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 17. investment in terms of resources, budget, technologies. http://www.flickr.com/photos/gaetanlee/1947414336/ 17 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 18. and 4 dimensions critical to enterprise social media maturity …. 18 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 19. employee Social media focus Content management Culture 19 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 20. business Vision & strategy Leadership & commitment Governance & alignment 20 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 21. organization Community management Policies & procedures Metrics & measurement 21 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 22. technology Tools Architecture Platform 22 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 23. combined, this leads to the Enterprise Social Media Maturity Model! 23 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 24. 24 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl
  • 25. // More information? please contact: Gijsbert van der Sleen m +31 6 51 366 308 e: gijsbert.vandersleen@maxx-online.nl MAXX//online improving digital marketing performance i: www.maxx-online.nl 25 MAXX//online | Enterprise Social Media Maturity Model | www.maxx-online.nl