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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology


How Organizations With Mature Social Media Strategies Use Social
Media Platforms To Win, Serve, And Retain Customers

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

How Social Marketing Management Technology Factors Into Social Media Maturity
Having a social media strategy is table stakes. However, few brands approach social marketing strategically as an integrated part of the
marketing portfolio, instead opting to silo social in a small team staffed with junior marketers. And although these staffers are talented
marketers, they lack the power or visibility in the organization to procure the tools needed to improve their social maturity. In fact, social
technology and maturity go hand in hand. The most socially mature organizations recognize the crucial role social technology plays, which
makes them better able to achieve the ultimate goal of winning, serving, and retaining customers.
In March 2017, Lithium commissioned Forrester Consulting to understand where business-to-business (B2B) and business-to-consumer
(B2C) organizations are in their social media marketing maturity: examining what they wish to achieve, how they have structured their
social media strategy, and what role technology specifically fully featured social media management platforms plays in that strategy.
Respondent Profile
106 social media marketing professionals

Region Company size Industry Seniority


United States $100 million or more in Cross industry 8% C-level
annual revenue 13% Vice president
49% selling equally to
consumers and businesses 34% Director
40% primarily or only selling 37% Manager
to consumers 8% Project leader or
11% primarily or only selling practitioner level
to businesses

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

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Use Of Social Media Management


Platforms Dovetails With Social Media
Marketing Maturity
Enterprises that use fully featured social media management
platforms represent only 13% of the marketplace. Interestingly, the
vast majority exhibit all the best practices that are hallmarks of a
mature social marketing strategy: 80% have dedicated social media
teams/departments, 77% mine social media sources for customer
data that helps inform overall marketing and business plans, 77% use
customer acquisition and retention KPIs in their social media strategy,
and 75% have integrated social media across their organization.

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

1 2 3

Organizations Manage Multiple


Channels With Their Social Media
Management Platforms
Given their more advanced social media expertise,
organizations using social media management
platforms make full use of the technology. These
organizations leverage an average of about seven
channels as part of their overall social media
marketing efforts.

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

1 2 3

Social Media Management Drives


High-Level Business Priorities
Those using fully featured social media management platforms have
high expectations for their overall social media marketing efforts.
They ultimately expect social to help them win (86% prioritize
acquiring new customers); serve (82% prioritize increasing customer
engagement and 80% prioritize maximizing customer relationships);
and retain (84% prioritize retention) customers. And notably, they
expect social to help increase conversion rates (73%).

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

Technology Is As Critical As
Insights, Culture, And Staff For
Driving Social Media Marketing
Efforts
When identifying the important elements in their social
marketing strategy, decision makers acknowledge that their
social media management platforms (41%) play as integral
a role as data (59%), culture (44%), and people (41%).
Interestingly, they rank technology higher than documenting
social media processes (37%) and executive leadership
support (34%).

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

1 2

Social Media Management Platforms Make It Easier To Manage And Create


Relevant Content Across Multiple Social Channels . . .
When digging deeper into the benefits that social media professionals receive from their social media management platforms, it
becomes clear why the technology is so crucial to the success of their strategy. Marketers credit the platforms with their ability to
better manage content (50%) thats more relevant for their customers (47%) across multiple channels (44%) and campaigns (37%).

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A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

1 2

. . . Which Ultimately Helps Social Media


Professionals Achieve Their High-Level
Business Goals
When social media marketing professionals can produce and better
manage content across channels and campaigns, they start to see
real business results, rather than just relying on the number of likes
they get to prove their strategies are working. Respondents indicated
that their technology platforms have been helpful in their customer
acquisition (60%), engagement (60%), and retention (57%) efforts.

FORRESTER.COM
A Custom Technology Adoption Profile Commissioned By Lithium | May 2017

Mature Your Social Media Strategy With Technology

OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS

Social Media Management Platforms Help Marketers Win, Serve, And


Retain Customers
As marketers have learned with many other digital channels, the more successful they are with social, the more
complicated and fast-paced their strategies become. Thats why social marketing maturity and enterprise social
media management platforms go hand in hand: These platforms help mature social marketers stay on top of the
myriad channels in which they engage and the deepening customer relationships theyre forging, so they can focus
their efforts on delivering relevant and eye-catching content. Recognizing the vital role of technology in their overall
social media marketing efforts is crucial for marketing professionals if they wish to win, serve, and retain customers.

METHODOLOGY
This technology adoption profile was commissioned by Lithium.
To create this profile, Forrester developed custom survey questions for 106 social media marketing professionals
with responsibility for social media strategy and social media technology purchasing at US companies.
The custom survey was completed in March 2017. For more information on Forresters data panel and Tech
Industry Consulting services, visit forrester.com.

ABOUT FORRESTER CONSULTING Project Director:


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organizations. Ranging in scope from a short strategy session to custom projects, Forresters Consulting services connect you Market Impact Consultant
directly with research analysts who apply expert insight to your specific business challenges. For more information, visit
forrester.com/consulting.
2017, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on Contributing Research:
best available resources. Opinions reflect judgment at the time and are subject to change. Forrester , Technographics, Forresters B2C Marketing
Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other research group
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