Enterprise Social Media Maturity Model (ESM3)

Enterprise Social Media Maturity Model (ESM3)

As you know, I like to use maturity models to help organizations understand where they are, where they could go and what to do to improve. Although my focus is on digital marketing (all customer facing processes), I also am keen to analyse how internet technologies (including social media) can be used to improve business internally.

Over the past months, I have been working with Martijn de Koning en Tessa van Doremaele on a series of posts on ‘Enterprise 2.0 in the organization: from growthmodel to success factors’.

We identified three stages of maturity:

• 1) pioneering:  initiated buy the end-user, local initiatives, fulfilling personal interests. Separate initiatives. Focus on informal communication and accessibility of information.
• 2) 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.
• 3) strategic:  enterprise 2.0 part of the culture and DNA of the organisation and operations. Focus on knowledge sharing, innovation and collaboration.

In order to assess which initiatives are most valuable, we identify 4 areas to investigate (VI3 assessment):

• 1) value: for the end-user (not the organization)
• 2) impact: on the organization to enable social media in the organization
• 3) innovation: how the initiatives contribute to  innovativeness of the organization and
• 4) investment: in terms of resources, budget, technologies.

Each stage has drivers and inhibitors which make it (im)possible to improve in the current stage and/or take the next step.

There are 4 dimensions with in total 12 categories which determine the Social Media Maturity stage:

• Employee perspective:   Social media focus, Content management, Culture
• Business perspective:   Vision & strategy, Leadership & commitment, Governance & alignment
• Organization perspective:   Community management, Policies & procedures, Metrics & measurement
• Technology perspective:   Tools, Architecture, Platform

I have included a basic presentation on these findings. More information (dutch only) on the blog.

More information:

• Presentation: Driving success – 8 competencies to Socializing your Organization – Community Roundtable – Rachel Happe
• Presentation: Maturity Models of Enterprise 2.0 – T-Systems – Frank Schönefeld

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