• Unlike other research firms, we believe it’s important to help our members implement improvements.
• We offer a 40-hour workshop that allows you to make systematic improvements to your core processes.
• Workshops are designed to help focus attention, create alignment, and ensure best practices are put to work at your organization.
• Our workshops help you get to immediate impact and results and are tailored to your situation and needs.

• The goal of each capability optimization workshop is to create tangible benefits and clear improvements as a direct result of the workshop.
• Specific deliverables, goals, metrics, and outcomes are established for each workshop.
• Successful workshops will leverage our years of analyst experience and written research to provide an engaging experience that focuses on implementing and getting to measurable results.
• Each workshop begins by diagnosing the current state and then focuses on designing high-impact improvements based on best-practices research.
• Three- and six-month follow-ups will occur to ensure benefit realization.

• Social media has rapidly displaced traditional e-channels as consumers’ preferred method of interacting with each other and with organizations.
• Companies must fish where the fish are.
• If your customers are social media savvy, having a strategy for leveraging these channels is imperative.
• Social media channels should be used to complement and strengthen existing customer interaction channels.

• 58.4% of the world’s population uses social media (Smart Insights, 2022).
• By 2024, 6 out of every 10 people on the planet will be social media users – that means over 4.75 billion people will have a social network account (FinancesOnline, 2022).
• Users spend an average of 2 hours and 27 minutes on social media daily (Smart Insights, 2022).
• The seven most popular social networks in the world (Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, WeChat, and TikTok) all have over 1 billion monthly active users (Statusbrew, 2021).
• Millennials and Gen-Z are the most “digitally connected” generations. The average millennial and member of Gen-Z has 8.4 social media accounts (Backlinko, 2021).
• 77% of millennials and Gen-Z shop on social platforms (Forbes, 2021).
• 97% of marketers are using social media to reach their audiences (LYFE Marketing, 2019).

• Understand the business case for using social media across the organization
• Inventory your current social media efforts
• Gauge your current social media maturity
• Identify and prioritize top goals

• Social Media Current State Assessment
• Rank-Ordered Social Media Objectives

• Effectively map and embed social media into marketing and sales processes
• Apply best practices for each domain

• Marketing Assessment and Social Media Business Plan
• Sales Assessment and Social Media Business Plan

• Effectively map and embed social media into customer service processes to proactively serve your customer base
• Apply best practices for customer service

• Customer Service Assessment and Social Business Plan
• Social Media Acceptable Use Policy for Service Reps

• Select and deploy an SMM and/or social-enabled CRM platform
• Develop procedures for a world-class social analytics program

• SMMP RFP and Demo Script
• Social Analytics Maturity Assessment

• Create the right social media governance structures (e.g. the SM Steering Committee)
• Understand how to communicate change initiatives involving social media

• Social Media Steering Committee Charter
• Social Media Usage Policies
• Change Management Plan

1.1 Harness the Social Media Value Proposition

• Chart the rise of social for customer interaction
• Understand the social technology landscape
• Listen and engage through social media
• Leverage the power of social influencers

1.2 Assess Current Social Media Efforts

• Inventory current social media initiatives
• Assess the current state for social usage
• Place the organization on the maturity model

1.3 Set Social Media Objectives

• Understand the goal-setting process
• Set objectives for marketing, PR, sales, customer service, and human resources
• Prioritize business objectives

2.1.1 Leverage Social Media for Marketing

• Engage and listen to your customers
• Build awareness and capture insights
• Assess marketing’s maturity for social

2.1.2 Build a Social Channel Market Coverage Model

• Set brand-level objectives and prioritize
• Determine social-savvy target markets
• Build the market coverage model

2.1.3 Optimize Your Brand Message for Social Media

• Understand social media messaging
• Tips for creating shareable messages
• Optimize your message by segment

2.1.4 Capture Market Insights Through Social Channels

• Use social media for marketing analytics
• Craft product insight workflows with social
• Leverage social media for public relations

2.2.1 Use Social Media to Sell to Prospects and Customers

• Review objectives for selling with social media
• Leverage social media across the sales lifecycle
• Assess sales’ maturity for social media

2.2.3 Embed Social Media Channels Into the Sales Process

• Identify points to embed social media
• Adapt messages for different decision makers

2.2.4 Capture Data Across the Customer Life Cycle

• Use social analytics for sales enablement
• Keep CRM data fresh using social media
• Use social media to upsell DMs

3.1 Execute Customer Service in a Social World

• Leverage social for different service types
• Examine different use cases for social media
• Gauge current service maturity for social media

3.2 Incorporate Social Media Into Customer-Initiated Service

• Improve customer-initiated service
• Build a response plan
• Determine escalation policies and rules
• Promote your customer-initiated social media service

3.3 Scan the Social Cloud for Proactive Service Opportunities

• Take advantage of proactive service
• Determine keywords and service coverage
• Map proactive CS workflows
• Train customer service reps on social media

3.4 Help Your Customers Help Each Other

• Use peer-to-peer support to manage costs
• Set your peer-to-peer use case scenarios
• Rewards and recognition for peer-to-peer
• Set a policy for CSKM

4.1 Making the Case for an SMMP

• Understand the value of an SMMP
• Integrate SMMP with your CRM
• Select an SMMP deployment model

4.2 Select a Social Media Management Platform Vendor

• Review vendor landscape
• Review RFP template and vendor scoring tool
• Complete vendor demonstration scripts

4.3 Develop a Social Analytics Business Plan

• Assess your social analytics maturity
• Select your social media KPIs
• Complete the social analytics business plan