A big part of the social enterprise transformation is aligning internal roles, processes, policies, and stakeholders. Where you are in that journey is a difficult thing to measure, and therefore, it often gets overlooked.
To make sure we are leading by example, we engaged the Altimeter Group to conduct an internal audit of our social media practices.
We want to share our lessons learned, so that they may provide ideas on how to transform your company into a fully engaged enterprise.
To kick things off we engaged Jeremiah (Pictured Left) from the Altimeter Group to conduct interviews with stakeholders from across our organization and score us against a 45 point checklist. The topics he drilled into included; customer profile, market analysis, audit, organizational model, process, policies, roadmap, education, communication, roles, stakeholders, monitoring, and reporting.
While you could conduct a similar audit on your own, having a 3rd party lends unbiased credibility to the findings.
The first time we did the audit in the summer of 2010 we scored a 3.5 out of 5. It wasn’t too bad for our first time through, but it uncovered many ways for us to improve. Within the recommendations we found a number of things that we could do immediately — things like documenting processes and raising the visibility of our key metrics. It also highlighted places where we needed real investment if we wanted to raise our score and scale engagement. One such program which was directly attributed to this report was our MVP Program.
With a benchmark in place we were able to set clear goals for the year. In October, which was about a year after our first audit, we engaged the Altimeter Group again to do a re-score. We wanted to show our executive team where we've made progress and where we need additional investment.
In this year's audit, we scored a 4.08 out of 5. While there is plenty of still room for improvement, we were told this was highest score the Altimeter Group has given out to date.
Here are the 3 key areas where we really wanted to improve.
1. Double Down on Advocacy Programs:
2. Bolster the Center of Excellence:
3. Live and breathe Social CRM, proving it to the market:
With any project like this, our goal is to delegate assignments and show as much progress as we can in the first 30 days. It is critical to capitalize on the momentum.
We hope that by sharing this experience we can provide ideas for how to transform your organization into a social enterprise. If you have questions or additional ideas, let's spark a conversation in the comments below.