Social Business Trends and Prediction Articles for 2014

When implemented successfully, social collaboration technologies connect people to other people, both within an enterprise and externally across enterprises. When people get connected digitally, it strengthens the relationships those people have with each other. And it increases the productivity of those people relative to the business transactions they are conducting.

I recently published my trend report  Social Business Trends to Watch in 2014.   The report provides an overview of Social Business and what sub-trends to watch in 2014.

Below I’ve provided you a list of 10 articles that I thought you might be interested in

Source Title
AIIM 2014: The Year Collaboration Goes Social through People
Altimeter Group 2014 Trends: Organizing Around the Social Customer
MindlinkSoft What’s next for business collaboration? Six Trends emerging in 2014
Colligo  Top 5 Mobile Collaboration Predictions For 2014
Altimeter Group Infographic: State of Social Business 2013 and Outlook for 2014
NMK Workplace collaboration technology to mature in 2014
Clara Shih (hearsay Social) Big Idea 2014: Social Business Grows Up
Forbes 2014:  The Year Social HR Matters
Jim Whitehurst Big Idea 2014: Collaborative Innovation Shaping and Changing Our World
View Do Labs Enterprise Social 2014 Predictions

You can download my report via slideshare.

Social Business: A 2013 HorizonWatching Trend Report

I’ve posted my Social Business:  A 2013 HorizonWatch Trend Report out to Slideshare and have embedded the report at the bottom of this post.  The report provides an overview of the Social Business trend and what we might expect to see happen in 2013.  The report contains summary information as well as many links to websites, reports, videos, and other resources to help you learn more about Social Business.

Social Business is really not about the technology, it’s about connecting people.   It is clear that social collaboration is changing the way business is being conducted.  Over the next 10-15 years, social computing capability will become part of every business function within the company.  Social capabilities will become embedded in every single website, computing device for every participant in every single business transaction.  All participants involved in a company’s business processes and transactions will have the ability to share content, comment on content, rate/vote on content, and collaborate in an open and sharing environment. 

Top Trends in Social Business for 2013
Here are some key trends I see happening in Social Business over the next 12 months.

  1. It’s more than Social CRM: Social Business capability is increasingly embedded into all traditional applications.
  2. CEO (and Senior Execs): Finally realize it’s not a fad, but a new way of doing business. They step up to owning the transformation challenge.
  3. CIOs take more of an interest: Driven by CEO/LOB interest as well as IT concerns (security, integration, control, user experience, etc.).
  4. Processes start to change: It’s not about the technology, its about how we work.
  5. Analytics: New dashboard analytics and visualzations provide progress reports to execs on how the transformation is going
  6. Social Media Marketing: Enterprise Marketeers need to pull in the reins, clean house, and re-focus on relationship engagement.
  7. Renewed Focus on Owned Properties: Data ownership, security and control are a concern.
  8. Community Marketing: .com Communities spring up around every topic, every function, every business process. Many are mismanaged and will fail within 90 days after launch.
  9. Education & Training: Companies deploy tailored education to employees, segmenting them based on their needs and experience levels.
  10. Reward Programs: Gamification applied to social business results in socially active customers, employees and partners being more motivated, rewarded, and recognized.

Social Business:  A 2013 HorizonWatch Trend Report

31 Trend and Prediction Lists for Social Business in 2013

Social Business If you’ve been following this blog the last week, you know I am in the process of sharing back to you lists of trends and predictions I have uncovered while doing research on the top Technology trends for 2013.  I’ve inventoried over 500 different articles that discuss trends and predictions that might happen in 2013 related Technology.

Today I am providing you a list of 31 articles and blog posts that all discuss what trends to watch out for in the area of Social Business.  Included are articles on Social Media Marketing, Social CRM, and Internal vs. External Social Computing.  The Social trend is one of the major trends that is happening in enterprise businesses today.  It grew out of the Web 2.0 trend a few years ago and is a new way of doing business.  The important implication for business and IT leaders is that new business processes and skills are required.  And another thing….don’t underestimate the effort it requires to use social computing technologies.  It can be a large undertaking for a business to transform itself to a ‘social business’. 

So below you will find the list of articles and blog posts on the Social trend topic.  Come back over the next 10 days and you will find other related lists….

Source Title of Article / Blog Post
Brafton Social commerce: The real trend of 2013
Business Expo Center Creating a Social Business: Trends to Follow in 2013
Business2Community Seven Social Media Trends for 2013
Business2Community 2013 Blueprints: Social Media Marketing
Business2Community 14 Experts Predict 2013 Social Media Trends for Small Business
Clickz.com Corporate Social Media Marketing Strategy Checklist for 2013
CMSWire Social Business in 2013: A Challenge, An Opportunity, A Commitment
CMSWire 2013 Predictions: The Changing Needs of the Mobile, Social Business
CMSWire 2013 Prediction: Social Business Tech will Stop Blaming Culture for Failure
Dallas Business Journal 5 tips for setting social media strategy in 2013
Digitas Distillery Five Days of Digitas Predictions (for 2013): Social
Exchange4Media.com Higher growth, greater spends on social in 2013
Fast Company The Can’t-Miss Social Media Trends For 2013
Forbes Social Business: 5 Trends To Watch For 2013 And Beyond
Forbes Roundup of CRM Forecasts and Market Estimates, 2012
Forbes The 2013 Social Business Marketing Manifesto
Forbes Social Business: 5 Trends To Watch For 2013 And Beyond
Fresh Business Thinking Social Business Predictions For 2013
Gartner Gartner Outlines Six Best Practices for Moving to a Culture of Extreme Collaboration
HuffingtonPost Secrets to Success for Social Media in Business in 2013
IDC A Pivotal Year For Social Media In The Enterprise: ROI Drives Changes Across All Areas Of Social, Says IDC
PitchonNet Social Media: Trends Forecast for 2013
RealBusiness A look at social business in 2013
ResourceNation Top 10 Social Business Advances of 2012
Social Media Examiner 21 Social Media Predictions for 2013 from the Pros
Social Media Today Where Businesses Meet Social Media – Predictions for 2013
SocialMedia Today My Social Media Predictions for 2013
SocialMedia Today 5 Inbound and Social Media Predictions For 2013
Telligent Social business predictions for 2013
Tibbr 16 Enterprise Social Networking Predictions for 2013
VentureBeat How to take control of your company’s social destiny in 2013

Come back to this blog in the coming days and weeks for more insights on the important trends in technology.

Social Business: IBM Websites, Social Media, White Papers and Reports

I’ve blogged before about the social business trend and it’s impact on businesses. I believe that the social business trend will have a profound impact on the architecture and design of future businesses.  Business processes will change and that will lead to required changes in application software.  Those businesses that make the successful transition will be more agile, more responsive, and more successful than others.

IBM has clearly called out social business as an important trend for the company going forward.  Our Social Business team and experts across the company have been busy producing thought leadership content.  It’s all great reading.   So, as a service here to readers of this blog, I am providing direct links to the most current reports, websites, and social accounts related to the social business trend.  The reports and sites below are all hotlinked.  If you see something that is missing, let me know and I will revise this post.

Websites

Social Media

White Papers, Surveys & Reports

Slides: How IBM Enables A Social Workforce

This week I have been attending WOMMA’s School of WOM in Chicago.  The conference started on Monday and wraps up today.  There have some great keynotes, workshops, and breakout sessions.  I’d estimate roughly that there are about 300 attendees.

On Monday, Susan Emerick of IBM (@sfemerick), Chris Boudreaux of Converseon (@cboudreaux) and I presented during a breakout.  Our presentation, “Enabling the Social Workforce” discussed how IBM has been able to enable thousands of employees to participate in social media.  At IBM, employees are such an extension of our brand and it is important that IBMers represent our brand in the social media.

Most businesses are finding it challenging to mobilize employees in social media on behalf of the brand.  For years prior to the social media explosion, IBM had focused on enabling IBMers to collaborate internally via collaboration tools.  As social media took off on the public Internet, IBM has, in turn, successfully enabled thousands of employees to participate in the social media conversation. 

The presentation (loaded on slideshare and then embedded below) discusses how IBM advances the goals of the business while growing the professional influence of the employee. The key to enablement for IBM is focusing on empowering the workforce to communicate their strategic expertise socially.  Our presentation and the Q&A session afterwards covered important program elements like

  • Developing the Digital Strategy Model
  • Publishing and Communicating Social Media Guidelines
  • Developing a Social Computing Curriculum that includes certification-based training
  • An Expertise Locator system that helps aid in the search and discovery of IBM experts
  • IBM’s Centennial Program that enables social conversations.

Leveraging Social Media and Communities for Foresight

Last Wednesday evening I delivered a keynote presentation at an end of the year student event at the University of Notre Dame’s Mendozza College of Business MBA program (http://business.nd.edu/). 

Mendozza Keynote

The students are all required to take a class in Futures Studies and this was their end of year event.  During the late afternoon Poster Session that was held in the atrium of the Mendozza building, they all assembled and displayed posters that communicated the results of their semester long projects.  The topics covered a wide variety of subjects, from the future of Electric Cars to Solar Technology, to how to solve water irrigation in Africa.   In all there were over 50 projects from teams of 4-5 students.   I was impressed with the students projects and the level of research, analysis and insight generation that went into the poster presentations.   I learned a lot just by walking from poster to poster.

After the poster session was done, we all assembled into the auditorium where I delivered my keynote to the students “Leveraging Social Media and Communities for Foresight”.  The deck has been uploaded to my HorizonWatching account on Slideshare and is also embedded below. 

During the keynote, I discussed how the emergence of online social media and communities is transforming communication around the world.  The shift from traditional institutional-led communications that is relatively controlled by a small number of companies to an era where any individual can create and publish content is a shift that is transforming the way individuals learn, collaborate, and create content.   This has a ripple effect across all business professionals and certainly is impacting the way we research, analyze and develop insights about emerging trends, technologies and issues impacting businesses and individual citizens.

I provide the students with my personal story of how I’ve led an internal IBM community called HorizonWatch since early 2001 and how I started blogging internally in 2006.  I also discussed my public social community effort called HorizonWatching.   Both efforts have helped me do a better job of scanning for emerging trends and then developing insights from those scanning activities.

I ended the talk with some advice to the students on how they could get started leveraging social media in their own careers.  My main advice was that they should all think about taking control of their personal online brand.  As they are soon to turn their attention to job searching, now is the time for them to think hard about what their digital brand looks like to recruiters and potential employers.  But after the job search is over, I believe those who will be successful in their careers are the ones that will figure out ways to leverage social media and communities to build their expertise.

As this was their last day of class, they were all eager to go out and celebrate, so the Q&A session was short and sweet.  However the 5-6 questions raised were smart and right on topic.  I wish all the students good luck and best wishes over the summer and challenge them to begin using social media and communities as a strategy to better understand the future(s).

My presentation is embedded below.

Fourteen Social Media Disasters: Learning from the mistakes of others

Social media can work wonders for your brand, but it can also spell disaster.   A colleague recently asked me for a list of examples of where the wrong post or tweet has damaged a brand’s reputation.  I had a few examples on the top of my head, but thought I would do some extra research on the side to see what else I could find.

After some research, I produced a deck titled “Social Media 101: Social Media Disasters”.  I’ve loaded the deck to Slideshare and have embedded it here:

Examples of bad social media can be tracked back to a focus on social media governance by companies. 

  • Lack of real-time monitoring
  • Not responding to customer concerns
  • Lack of corporate social media policies
  • Employees not trained in company policies
  • Lack of professional Social Media managers
  • Too much focus on self-promotion (lack of relationship building)
  • Lack of due diligence before launching social campaigns

We can all learn from these mistakes.

  • Having a social media presence that represents your brand means responding quickly and directly.
  • You need to plan for the worst while expecting the best.
  • A professional and responsible manager should be in charge of all communication on the various sites and this person should be very well versed on the many risks of social media.
  • All employees are potential spokesmen for your brand. They (including executives) should be trained in the basics of good and bad social media communications.

There is a risk to participating in social media, just like there is a risk with any other channel or method used for external communications.  Smart companies acknowledge that risk, but have focused on limiting that risk by hiring professional social media managers on staff, putting in place proper social media guidelines, and ensuring that employee and management alike are trained in how to best represent the brand when participating in social media.

WOMMA School of WOM: The Art & Science of Creating Talkable Brands

SOW On May 9-11 the Word of Mouth Marketing Association (WOMMA) comes to my neck of the woods (Chicago).  The event is the “School of WOM:  The Art & Science of Creating Talkable Brands”.  You can check out the event and register at http://womma.org/schoolofwom/about.html

sow-speakerbadge-1 (2) I’m on the speaking agenda along with my colleague Susan Emerick (@sfemerick) and our friend and colleague, Chris Boudreaux and (@cboudreaux) SVP of Management Consulting, of IBM’s strategic partner, Converseon.  We will be speaking on May 9, Tuesday afternoon.  Our topic is entitled “IBM: Empowering Employees to Participate in Online Conversations.  We’ll discuss how we’ve developed an ongoing social listening and engagement process within IBM designed to enable IBM employees to become active in the social conversations happening everyday.  Hope to see you there.

The School of WOM event has a jam-packed schedule of presentations from brand names you all know, including:

  • IBM
  • Gap
  • Kellogg's
  • Nabisco
  • McDonald's
  • Chick-fil-A
  • SAP
  • Random House

You can check out the full agenda here http://womma.org/schoolofwom/faculty.html

It’s a very rich and full agenda.  I’m really looking forward to it!!

Thursday’s Chicago AMA Event – Social Media: Beyond the Chaos

Social Media Beyond the Chaos 2This Thursday, I am on the speaker list for a special event organized by the Chicago branch of the American Marketing Association.  And I’m looking forward to not only presenting, but meeting a bunch of new people who are interested in social media marketing.

There will be three other main speakers in addition to myself, all with 20 minute presentations about our experiences with social media marketing, whether in B2B or B2C.   After the presentations, we will have a panel Q&A discussion. 

I’ll be talking about two topics during my 20 minute slot.

  1. How IBM is approaching the development of a digital communications strategy that aligns with the IBM Brand.
  2. An overview of how we at IBM plan out social media marketing strategies.

I’ll post my slide deck up on Slideshare tomorrow at http://www.slideshare.net/HorizonWatching

The other speakers joining me are…

  • Blagica Bottigliero, Director of Social Media, Motorola Mobility
  • Troy Janisch, Social Media Manager, Digital Marketing, American Family Insurance
  • Jennifer Severns, Creative Director, Zocalo Group

You can read up on their bios at this site.

Here are the event details:

  • Event Name:  Social Media: Beyond the Chaos
  • Date of Event:  Thursday, March 31, 2011
  • Time:  Registration opens 3:30pm.  Presentations begin at 4pm.  At 6:30 we will close the presentations down, but people can stay up until 8pm for networking opportunities.
  • Event Location:  Alhambra Palace / Marrakech Room, 1240 W. Randolph Street, Chicago, IL
  • Registration:  If you have not registered, you may still be able to get a ‘ticket’ to the event although last I heard they were almost sold out. The registration website is http://www.chicagoama.org/events/social-media-beyond-chaos

For those of you wanting to follow along on Twitter, the hashtag will be #AMASocial.  If I don’t see you at the event, perhaps I’ll see you on Twitter!

A Primer on the Trend Towards Video-enabled Business Processes

“One-third of online consumers in the US regularly watch user-generated videos on sites like YouTube“ – Forrester, Sept, 2010 (link)

“178 million U.S. Internet users watched online video content in August for an average of 14.3 hours per viewer“ – comScore, Sept, 2010 (Link )

“70% of global online consumers watch online video. More than half of global online consumers watch online video in the workplace.” – Nielsen, Aug 2010 Link

When you think of it, kids growing up today are used to creating, uploading, and watching videos online. It is part of their daily activity.  It is how they interact with their friends.  It is how they get the information they need. If my kids are having a particular problem understanding a subject at school, they just enter a search into YouTube and they get the information they need. If they want to learn how to play a favorite song on the piano, they can find that on YouTube as well. If you want to find out how to change the faucet on one of your sinks in your house, you can find that too.

Sametime video_chat_composite Online video is becoming a natural part of our learning and collaborative processes as consumers.  Increasingly, consumers are relying on videos as a way to learn about companies and it’s products and services prior to making a purchase decision.  And consumers are beginning to expect to find videos online to help them with post-purchase support questions

So I believe its only a matter of time before employees expect videos to be a part of every business website, every business process. When the teenager of today enters the business workforce, they will expect videos to be embedded in all business applications as part of the learning and collaborative process.

I stared at IBM long before the Internet was around.  We learned and collaborated in a different way.  I could simply walk down the hall or across the building to reach a colleague live and in person, and collaborate on an intimate level. But in today’s virtual workplace, such interactions are harder, if not impossible, to come by, if they happen at all. And yet the need for such face-to- face exchanges hasn’t gone away; if anything, it’s greater than ever.

Technology is available today that allows us to collaborate face to face even though we are thousands of miles away from each other. Many companies have already implemented videoconferencing for executive briefing centers and have learned that this form of collaboration is a powerful way to communicate and can strengthen existing relationships. The ability to view colleagues, both inside and outside the enterprise, and see their reactions to important discussions is invaluable, particularly for situations involving selling, negotiation and starting up a new team. 

Video is increasingly important as tool in business processes, particularly in situations where visual information is critical to a discussion.  Processes like marketing, support, and training could all benefit from the use of videos.  In fact, I expect that over the next 10-20 years, the use of videos will impact most business processes, causing need for new roles, responsibilities, and education. IT leaders will need to understand the impact on the infrastructure and will need to have an overall video strategy that is aligned to business objectives.

Sametime Meetings_Rich_18Nov09 I expect 2011 to bring increased focus on integrating video into the matrix of different communication types within an organization in order to provide a seamless communication system across multiple networks, applications and devices.  In 2011, innovative business and IT leaders will have pilots and projects underway to understand how to make the best use of videos within the enterprise.

Of course I don’t expect this trend to be one that reaches mass adoption overnight in 2011, but I do expect to hear of some leading edge companies that are starting to embrace video and embed video collaboration into it’s processes and infrastructure.  These leading edge companies will provide the case studies that help convince other companies to do the same.

The rest of this post provides you with additional background on this trend, some additional marketplace quotes, and a list of websites and resources.

Drivers

  • High cost of travel
  • Remote employees
  • Customers want video, and often engage more readily with video content than written content

Inhibitors/Challenges

  • Video production is often seen as expensive (but it does not have to be)
  • Bandwidth

Implications

  • Videos will impact most business processes, causing need for new roles, responsibilities, and education.
  • What are the video applications that are driving strategic change?
  • IT leaders need to understand impact on the infrastructure
  • What impact will pervasive video and connectivity have on customers?
  • Need to have an overall video strategy that is aligned to business objectives

Quotes from the Marketplace:

“Mobile Video: is already used by 11% of global online consumers: penetration is highest in Asia-Pacific and among consumers in their late 20s“ – Nielsen, Aug 2010 Link

“User-generated content gives Web site visitors a voice and a presence, while giving organizations more opportunities to interact and communicate with their visitors. Smart companies align with users by allowing them to upload home-grown videos related to communications campaigns or products promotion.” – Frost (link)

“Top video-enabled organizations are able to shift the focus from supporting video to aligning video with accelerated business processes such as improved product development, accelerated talent acquisition, and revenue-enhanced sales opportunities.” – Hyoun Park, Aberdeen Link

“Technology that lets employees collaborate face-to-face without actually being face-to face can facilitate virtual collaboration easily and very cost-effectively. PC-based video conferencing software is that technology..” – Frost & Sullivan Link

 For More Information

Here are some sites where you will find links to other learning resources like white papers, demos, customer briefs, and videos.

Voice / Video Convergence Delivers Value

image

IBM: Transforming your voice, video and collaboration infrastructure

Additional www.ibm.com Links

Here are some additional sites where you will find links to other learning resources like white papers, demos, customer briefs, and videos

You Are Invited To The Social Business Jam

Last week, I posted about the emergence of the Social Business term to represent the next stage in how companies are using social and collaboration technologies in order to conduct business.  My post “The Social Business Train Is Leaving The Station Are You On It?” provides an overview of the trend and makes the case for why it is important.

As a follow-up, I wanted you to be aware of the Social Business Jam.  On February 8-11, 2011 IBM will host the Social Business Jam (www.ibm.com/social/businessjam).  Should you register, you will have the opportunity to collaborate with leading experts on topics such as:

  • Building the Social Business of the Future
  • Building Participatory Organizations Through Social Adoption
  • Using Social to Understand and Engage with Customers
  • What does Social mean for IT?
  • Identifying Risks and Establishing Governance

I will be jamming…along with some leading Social Business experts, including:

  • Charlene Li, Founder of Altimeter Group, Author of “Groundswell”
  • Mei Li Tan, CMO, Treasury & Trade Solutions, Citigroup
  • Steve Wylie, GM of Enterprise 2.0 Conference
  • Vittorio Cretella, CIO, Mars Inc.

Join me in the Jam.  Should be an interesting discussion.  It all starts February 8th, so register NOW!!!  www.ibm.com/social/businessjam

For those of you on Twitter, we’ll be using the hashtag #sbjam 

The Social Business Train Is Leaving The Station: Are You On It?

Social Business I expect the Social Business topic to be among the most talked about trends in 2011…and all that buzz is justified.    In fact, the buzz will kickoff next week as IBM conducts it’s Social Business Jam February 8-11, 2011.  I’ll post more about the Jam next week, but for now, head on over to http://www-01.ibm.com/software/info/social_business_jam/ and register for the Jam. 

Social collaboration is changing the way business is being conducted. Enterprise processes are being transformed by social technologies. Over the next 10-15 years, social computing capability will becomes part of every business function within the company.  I fully expect that social capabilities will become embedded in every single website, computing device for every participant in every single business transaction. 

In the future, all participants involved in a company’s business processes and transactions will have the ability to share content, comment on content, rate/vote on content, and collaborate in an open and sharing environment.  In addition, all this social activity will generate data that will be mined and analyzed in both batch and in real-time.  The insights generated will be a critical input into all business processes, including research, product development, marketing, sales, technical support, and even business processes like accounting, procurement, and legal. 

Since social will eventually be embedded in every business process and transaction workflow, social computing capability will need to be a critical part of every business application.  As a result, I expect entire business application suites will be rewritten to make use of social collaboration features.

Analyst Perspectives

“The social business model is changing the way companies generate and conduct business online, and IDC believes that this model will have a long-lasting impact“ – IDC (link)

“Social Technologies Will Drive The Next Wave Of BPM Suites” – Forrester (link)

“Just as the Internet had a disruptive impact on organizations' processes and business models at the beginning of the decade, today social media is changing the way business is conducted”. – Gartner (Link)

“Business application vendors are integrating social features into their applications and the dividing lines between transactional tools and social environments are fading.” – Gartner (Link)

“To optimize investments, competencies, and outcome, it is essential that enterprises establish a shared understanding of social technologies and trends, coordinate strategies and initiatives, and leverage investments.“ – Gartner (Link)

Implications

  • This will require a cultural transformation within most older, established companies.
  • Business leaders must realize that 80% of success of social business efforts will come from strategy, planning, roles, and processes — only 20% will come from the technology platform.
  • The path to a Social Business requires definition, education, and career paths.
  • Centralized implementation may be required for company-wide social tools, standards, policies and practices
  • Social capabilities will become embedded in every single website, computing device for every participant in every single business transaction. 

An important thing to realize is that the success of implementing social technologies into mature businesses will be how well business leaders can lead a cultural transformation in order to leverage these new social technologies.  Business leaders must realize that 80% of success of social business efforts will come from strategy, planning, roles, and processes — only 20% will come from the technology platform. All these new capabilities will require new Career Paths and Education tailored to the new social technologies. 

The Social Business Train Is Leaving The Station….are you on it yet?

For More Information