Ahead of

the Curve:
What a Sophisticated
Enterprise Social
Strategy Includes in 2021
Today’s panel
Maggie White
Senior Customer Success
Manager at Hootsuite

Mark Abrami
Senior Value Realisation
Consultant at Hootsuite

Ashley Reid James Mulvey

Business Value Analyst at
Head of Content at Hootsuite
Hootsuite
 1 Introduction:
New data into sophisticated
social strategies

TODAY’S
2 Deeper relationships

AGENDA
3 Brand value + media efficiency

5 Digital culture shifts

6 Ask us anything
 We partnered with Altimeter Group to survey
2,162 marketers, conduct in-depth interviews
with leaders from SODEXO, Georgia State
The University, MAPFRE, Ochsner Health,
Saint-Gobain, Avidia Bank, Edwards Lifesciences,
Survey Amway, and Baylor Scott & White Health to
uncover the value organizations find when they
invest in social heavily.

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 We analyzed how mature versus immature
The organizations use social media. This was done
using Hootsuite's Social Maturity Assessment, a
comparative benchmark of 1000+ enterprise organizations that
analysis we use to guide our customers and help them realize
more business value from social.

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 Social media drives
value to organizations
in three distinct ways

It enables deeper It drives brand value and It supports organizational

relationships
Social creates and deepens
relationships that drive
business value across
multiple stakeholders.
operational efficiency
As social media strengthens
relationships, it also creates
operational efficiencies and
contributes to key business results.
transformation
Implementing broad social media
programs equips people with the tools,
trust, and understanding to implement
larger digital projects.

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 But we also have work to do
to truly realize this value.

Relationships = Brand value = Transformation =

incomplete data
Engagement needs to be
tied to customer identity.
Lack of CRM integration and
attribution hampers
customer development.
selling social short
Macro pressures on just doing
ROI-accountable ads, performance,
and lower funnel objectives during
COVID and recession.
social stuck in
marcom tactics
Modern organizations need to elevate
their people to build trust, win hearts,
and sell. But social is often not given a
seat at the business table of digital
transformation.

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 1
Helping organizations
build stronger relationships
is socialʼs unique power
Social media's value chain:

Engagement Conversations Deepen

Relationships
Advanced
strategies
extend beyond
just customer
relationships
Mature brands are also
using social to build
relationships with the
wider community,
employees, and partners.
But to truly realize Percentage of organizations confident that their social

value media followers are more valuable customers

we need to tie
engagement to
customer identity
It’s easy to engage audiences but
most organizations are not
confident that they’re actually
reaching customers due to a lack
of CRM integrations and deeper
analytics needed to tie
engagement to customer
identification.
If you can answer this question
in 2021, you’re ahead of the curve:
Are we actually engaging
with our customers?
And are the customers who engage
with us on social more valuable
than those who don’t?
Let's talk about it:
Advanced strategies focus on social's
ability to deepen relationships. How are
advanced organizations tying
engagement to customer identity?
 2
Social media drives
brand value and
operational efficiency
Social lifts the Social media helps us
improve the efficiency of

performance of other media (e.g., paid,

search, TV, print)

all your channels.

MARKETING EFFICIENCIES

Mature users use ads

and influencers to
market—including
employee advocacy
Almost half of mature
social media practitioners
have confidence in their
approach to run social
media ads, typically
to amplify their content
“The world of
communications has
become less and less
integrated, and that
has made marketers
lives harder and less
successful.”

—Mark Ritson
If you can answer this question
in 2021, you’re ahead of the curve:
How are you integrating
social with other channels?
And how are you getting all of your
marketing activities to move towards
unified goals?
Let's talk about it:
How are advanced organizations
1) Proving paid social efforts are making a direct
impact on sales?
2) Integrating organic + paid together?
3) Integrating social with other channels to overall
lift performance?
 3
Social supports
organizational
transformation
 77
70
%
of CEOs report
that digital
transformation
%
efforts have are prioritizing
accelerated changes to
customer
behaviour

Source: Fortune/Deloitte CEO Survey. 2020

 of survey

66
respondents agree
Social plays
that social media
a vital role programs help to
in changing
internal culture % prepare their
organization for
broader digital
transformation
The way you
structure social
mirrors how
you really value
customer and
employee
experience.
Advanced organizations are

5X more likely
to have an executive sponsor
for their social programs
If you can answer this question
in 2021, you’re ahead of the curve:

How is social aligning with the

c-suite desire to rapidly digitize?
And how are you helping your CMO act as that chief intelligence
officer, the bridge between the corporate strategy and changing
customer behavior?
Let's talk about it:
Execs are looking to accelerate the pace of
digitization.
What are some practical actions social leaders
should be taking to help rethink and re-imagine
their organization's digital future?
ASK US ANYTHING.
The Social
Transformation
Report
Download the full report to get all the
insights on how modern organizations
are growing brand value, operational
efficiency, and business impact with
social media.
 Start, scale, and transform with us.
Our maturity methodology gives you
custom benchmarks and unique
insights from industry peers.

FOUNDATIONAL TACTICAL STRATEGIC LEADING TRANSFORMATIVE

thank you friends!