For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
June 2, 2011 (updated November 28, 2011) Accelerating Your Social Maturity An Empowered Report: How To Move From Social Experimentation To Business Transformation by Sean Corcoran, Christine Spivey Overby with David M. Cooperstein, Josh Bernoff, Nigel Fenwick, TJ Keitt, Zach Hofer-Shall, Doug Williams, Clay Richardson, Sarah Glass, Angie Polanco	Average: 9  (5 ratings)

This is an excerpt

Executive Summary

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.

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

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.