The World’s Most Influential CMO’s: How Social Are They?

I’ve been doing a bunch of research into online Influencer identification, marketing, and engagement the past 6 months.  It’s a topic that is getting more traction and I expect in 2014 we will see a lot more interest in Influencer research, marketing and engagement strategies. 

For my part,  I’m planning on providing lists of online influencers for each of the 2014 Trend Reports that I am planning on publishing in mid January.   One of those reports will be on trends in Marketing, so a recent Forbes article about Influential CMOs caught my eye.

On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs” along with study results. You can access the article and a pdf file of the study report via the URL http://www.forbes.com/sites/jenniferrooney/2013/10/03/the-worlds-most-influential-cmos

It’s a  very interesting read.  CMOs from the Forbes 500 were identified and ranked based on the number of mentions of their name in the media over a 60 day period from July 27 – Sept. 24, 2013.  Research was conducted to determine the CMOs who were mentioned the most online.  66 CMOs were rank listed as being the “World’s Most Influential CMOs”.  It was found that the most mentioned CMOs were typically most associated with topics that were important to their business or industry.   The pdf file also offers some other interesting research on influencers within companies.

After reading the article and downloading the report, I became curious as to whether the 66 CMO’s that were identified were actually participating on social media platforms.  Longtime readers of this blog might remember I did a similar analysis on CIOs a few years ago (see “2009 CIO Award Winners Are Not Embracing Social Media”).

Worlds Most Influential CMOsSo I launched into an inventory and analysis of the 66 CMOs in the Forbes / Appinions research report.  I wanted to find out if these 66 CMOs had LinkedIn and Twitter accounts and whether or not they were active on those platforms and had established a large social network.   I was also interested to see if any of the 66 CMOs were sharing their own thought leadership on a blogging platform.   My research was conducted December 7-10, 2013. 

In summary, I found that only a fraction of the 66 CMOs on the Forbes “World’s Most Influential CMOs” have presence on social platforms.

  • While almost half of the 66 are actively building their network on LinkedIn, 24 (34%) have less than 3 connections on LinkedIn.
  • Only 14 (21%) are both active on Twitter and have over 1,000 followers
  • Only 12 (18%) have a blog and only 4 (6%) have posted in the past two months

Clearly, the leading CMOs around the world may be getting quoted in media, but they are generally not actively participating on social platforms.  I’d like to see them all contribute more of their thought leadership via blogs on their company websites or via personal blogs.  They can also share their thoughts via Twitter and on LinkedIn.   We can all learn so much from them. 

For more, check out my slide deck out on Slideshare (embedded below)

 

 

Let me know your thoughts on this post via Twitter at https://twitter.com/horizonwatching

Digital Marketing: A 2013 HorizonWatching Trend Report

My Digital Marketing:  A 2013 HorizonWatching Trend Report is now available out on Slideshare and I’ve embedded the slides this post below (see bottom of post).  This report contains summary information as well as insights into what trends we might see around the Digital Marketing topic during 2013.

The marketing profession is undergoing a transformation thanks to the ever changing landscape of digital technology.  Marketing professionals have to stay current on how developments in the area of cloud, mobile, social, video, big data and analytics will impact the marketing profession.  2013 promises to be another interesting year as the technology trends just mentioned are all very hot.  It’s not a stretch to say that CMOs and Marketing Departments are a little over their head.

Digital Marketing Trends for 2013

  1. Advanced Analytics: Social, Customer, Mobile, Web
  2. Influencer Marketing:  Cultivating influencers into advocates
  3. Content Marketing:  Content designed to educate vs. sell
  4. Blogging:  Expect a resurgence in blogging with a focus on delivering thought leadership and education.
  5. Mobile Marketing:  Pilots should be over by now.  Time to deploy apps that deliver business value across critical business processes.
  6. Social Media Marketing:  Pull in the reins, cleaning house, and re-focus on relationships
  7. Video Marketing:  Integrating Video into all Content Marketing efforts
  8. Personalization: Driven by big data and advanced analytics
  9. Digital Experience:  Optimizing the cross-channel customer digital experiences
  10. Digital Skill Shortages:  Can you teach an old dog new tricks?
  11. CMO / CIO Partnership:  Redefining relationships and  setting goals together

Digital Marketing: A 2013 HorizonWatching Trend Report

103 Digital Marketing Trends and Prediction Lists for 2013

marketing - Enterprise MM If you have been following my blog posts here the past month, you know I have been sharing my 2013 trends research notes and observations along the way.  One part of my process is to read what others are saying about trends.   The past two weeks (check out the last 10 blog posts here) I’ve been sharing with you lists of blog posts and online articles that provide discussions relating to the trends I am researching.

Today I am featuring blog posts and articles that discuss important trends in digital marketing and the role of the CMO.  The marketing profession is undergoing a transformation thanks to the ever changing landscape of digital technology.  Marketing professionals have to stay current on how developments in the area of cloud, mobile, social, video, big data and analytics will impact the marketing profession.  2013 promises to be another interesting year as the technology trends just mentioned are all very hot.  It’s not a stretch to say that CMOs and Marketing Departments are a little over their head.

One indication of the activity in this area is all the articles and blog posts that have been written and published in the past 30-60 days.  The list below is evidence of that activity.  

Here then, is a list of articles and blog posts I have uncovered in the past few weeks that focus on the challenges and trends ahead in marketing for 2013.  I invite you to come back tomorrow and I will have another list like this one on another important trend to share with you.

Source Title of Article / Blog Post
24/7 Media Digital Marketing Trends of 2013
AdAge Five Bets On How Digital Marketing Will Change in 2013
AdAge How The Role Of CMO Will Change In The Year Ahead
AdExchanger Online Marketing: Top Trends for 2013
Adotas 2013: The Year Of Mobile Social Marketing
Adweek CMO Council Report: Marketing Budgets on the Upswing
Bdaily Top eCommerce Marketing Opportunities for 2013
BizCommunity.Com Five digital trends to watch for in 2013
BizReport Data, content solutions to help brands in 2013
Branding Strategy Insider Brand Marketing Trends For 2013
Business2Community 2013 Digital and Social Marketing Emerging Trends
Business2Community 2013 Medical Marketing Predictions
Business2Community 2013: The Year of Integrated Digital Marketing
Business2Community 5 Online Marketing Resolutions to Make in 2013
Business2Community Digital Marketing in 2013: What’s In and What’s Out
CEB Blogs 4 Things on B2C CMO’s Minds for 2013
CMO.com 13 Major Marketing Trends For 2013
CMO.com Digital Marketing In 2013: Predictions From 86 Industry Luminaries
CMO.Com For 2013, Digital Strategy Is Critical
CMSWire Content Strategy: Five Predictions for 2013
CMSWire Web CMS Trends in 2013: Multi-Touch, Cloud, Social CRM
Constant Contact Constant Contact outlines SME marketing predictions for 2013
Content Marketing Institute 100+ Social Media and Content Marketing Predictions for 2013
Convince&Convert 25 Inspired Marketing Predictions for 2013
Customer Think Marketing Game Changers For 2013
Customer Think Top 5 CMO Resolutions for 2013
Daily News Top 10 Smart Marketing Trends for 2013
DBW Ten Bold Predictions for eBooks and Digital Publishing in 2013
Destination CRM.com The Top Six Digital Trends for 2013
Digitalbookworld Ten Bold Predictions for Ebooks and Digital Publishing in 2013
Digitalbookworld Top 12 #DigitalPublishing Twitter Accounts to Follow in 2013
Digitas Distillery Five Days of Digitas Predictions (for 2013): B2B and CRM
Digitas Distillery Five Days of Digitas Predictions (for 2013): Brand Content
Direct Marketing News CMOs declare 2013 the Year of Digital
DM Confidetial The Top 10 Trends Lead-Generation Marketers Should Know About in 2013
eConsultancy 17 digital marketing and ecommerce trends for 2013 by Econsultancy CEO Ashley Friedlein
eConultancy The 2013 CMO Challenge: Content, Digital And Organizational Attribution
Eloqua CMOs You Should Watch in 2013
Email Institute The 2013 CMO Challenge: Content, Digital and Organisational Attribution
Exact Target Inspired Marketing Predictions for 2013
Executive Board 10 Marketing Trends for 2013 You Haven’t Heard
Fast Company 13 Bold Marketing Moves To Try In 2013
Fast Company 5 trends that will shape digital services in 2013
Fast Company The Top 10 Trends for Marketers According to JWT
Forbes CMO Predictions For 2013 — Part 1: MasterCard, Philips, Western Union, MillerCoors
Forbes CMO Predictions For 2013 — Part 2: Ford, Heineken, CVS
Forbes CMO Predictions For 2013 — Part 3: AT&T
Forbes CMO Predictions For 2013 From Ford, Heineken, CVS
Forbes Content Marketing And E-Commerce Tops Digital Marketers Priority List For 2013
Forbes Follow The Money: Digital Marketing Trends For 2013
Forbes Google News Crumbles, And More 2013 Media Predictions
Forbes Is 2013 The Year We Welcome ‘Post-Digital’ Marketing? I Vote Yes
Forbes Six Things Every CMO Needs To Know In 2013
Forrester 2013: The Year of Digital Business
FPS 2013 Will Be ‘The Year Of The Marketer’: The CMO Council
Gartner Gartner Highlights Top Consumer Mobile Applications and Services for Digital Marketing Leaders
Harris CMO Partners Top marketing blogs of 2012
HBR Six Social-Digital Trends for 2013
Hubsot 8 Insightful Marketing Predictions for 2013 and Beyond
HubSpot 20 Marketing Trends & Predictions for 2013 & Beyond
Huffington Post 21 Book Publishing Predictions for 2013
IDC 2013: A Need for Speed in the Transforming Channel Landscape, Says IDC
IDC IDC Releases Chief Marketing Officer Top 10 Predictions for 2013
iMedia Connection 2013 Mobile Marketing/Technology Trends
iMedia Connection 3 digital marketing predictions for 2013
iMedia Connection 6 trends that will shape digital in 2013
iMedia Connection 7 digital marketing trends to watch in 2013
iMedia Connection Digital and Social Marketing Trends for 2013
iMedia Connection The top 6 digital marketing trends for 2013
Interactive Intelligence / IDC IDC Releases Chief Marketing Officer Top 10 Predictions for 2013
JWT 10 trends that will shape consumer mindset and behavior in 2013
JWT Blog What’s Big? 100 Things to Watch in 2013
Landor Landor’s 2013 trends forecast: Eight hot topics
Landor Trend two: Brand Purpose
Leadership Top 5 CMO Resolutions For 2013
MarketingWeek Key digital marketing trends for 2013
Mashable 4 Best Practices for Digital Marketers in 2013
Mashable 5 Marketing Predictions For 2013
MediaWeek Display Predictions for 2013
Memeburn 5 aspects of digital marketing you should be thinking about in 2013
MIA Kelsey CMO.com’s Expert Panel: 2013 All About ‘Better Data’ and ‘Better Content’
Miami Herald 13 Small Business Marketing Trends To Watch In 2013
Millward Brown Digital & Media Predictions 2013
Net Imperative 10 Digital Trends In 2013: ‘Data porn’, ‘Digital Health’ And The UX Of Social
Optify Optify Identifies Key Trends for Digital Marketing Industry in 2013
Phizzle Phizzle Identifies Top 2013 Digital Marketing Trends
Prosar.com Top Marketing Trends for 2013
Ragan.com 7 content marketing trends to watch for 2013
RightIntel 8 Insightful Marketing Predictions for 2013 and Beyond
RobotForce.com Top Marketing Trends Every Small Business Needs to Know for 2013
Search Engine Watch 5 Trends Shaping SEO & Content Marketing in 2013
Search Marketing B2B Marketing Predictions for 2013
SearchEngineWatch Social PR Tips to Get Fit for 2013 Digital Marketing
Silverpop Silverpop Highlights Key Digital Marketing Trends for 2013 in New eBook
Smart Insights 5 key social media priorities for marketers in 2013
SocialMedia Today 2013 Digital Marketing Predictions
SocialMedia Today 2013: The Year of Integrated Digital Marketing
SocialMedia Today Marketing Trends for 2013 and beyond
Techpaparazzi Top Marketing Trends That will give you Edge
The Marketing Automation Alert 5 key social media priorities for marketers in 2013
The Search Agents The Search Agency 2013 Predictions
TheIDM.org 10 Digital and IT Trends for 2013
TheMediaOnline Trends 2013: Big data, content marketing and mobile first

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!!

HorizonWatching Newspaper: Daily Recap of Emerging Trends, Technologies, and Business Issues

A few weeks ago I started publishing The HorizonWatching Daily via paper.li.  I thought I’d give it a try and so far I like it.

It takes the links those I am following on Twitter and pulls those stories into a newspaper-like format.   Most of those I am following are professional futurists or have something to do with emerging trends, technologies and business issues. Thanks to all those I am following for their link-sharing and content.

Here’s the URL to the online paper http://paper.li/horizonwatching.   I’ve also embedded the latest issue here.  Take a look.


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 Website Personalization Trend

The Personalized Web will be driven by analytic engines that will integrate data from many sources in order to present an online experienced tailored to each user.

Thanks to the explosion of social media, how users are influenced, consume information, and make purchasing decisions has been altered forever.  Users are increasingly expecting company websites, products, and services to be tailored to their individual preferences, past experiences, and what they happen to be doing at this very moment.  This puts the demand on business and IT leaders to create a personalized and engaging experience for end-users across all channels, both online and offline. 

image

                Unica: The State of Marketing 2010 (link)

Users want to their experience to be customized:

  • Returning visitors to a web site want to see a page based on all the information collected from previous visits.  Businesses should present personalized sites to these customers by organizing information and prioritizing it based on the individual's liking.  Products and services offered on those pages will be pre-configured.
  • “Anonymous” visitors to websites should get customized messages based on the referring URL, search terms, geo-location and any other insights. 

In 2011, I expect business leaders to focus on advanced solutions that can delivering a more personalized experience to end users.  These solutions will be designed to mine the user profile, buying behavior, browsing behavior and other insights obtained through marketing analytics in order to deliver a more customized and personalized online experience.  Look for further improvements in technologies such as marketing analytics and predictive algorithms that can automatically deliver highly relevant, contextually aware, personalized content and recommendations to customers via both online and offline channels. I also expect the personalization trend to be extended beyond the website to other digital channels, including social media marketing, mobile marketing, and email marketing.

One other point, the personalization trend is not only about presenting personalized pages to users of sales and marketing processes. All business application users can benefit from web sites and applications that present information that is personalized to the user. 

The rest of this post provides you with some background information on the trend, some quotes from the marketplace, and a bunch of links to additional reading information.

Trend Drivers

  • Individuals want content that is personalized and is relevant to why they are on a particular website at a given time /
  • New analytic capability

Trend Inhibitors/Challenges

  • Integrating offline as well as online behaviour
  • Need to build and retain complete profile data
  • Privacy issues

Trend Implications

  • New business processes and skills required
  • Need to track individual’s interactions and transactions across all channels, in order to provide the best offer or communication.
  • Messaging plans can be tailored to interests and preferences of each individual.

Quotes from the Marketplace: 

“Emerging context-enriched services will use location, presence, social attributes and other environmental information to anticipate an end user's immediate needs, offering more-sophisticated, situation-aware and usable functions” – Gartner (link)

“Marketers are focused on making their communications more timely and relevant to recipients. To do that, they need to build communications around the interests and preferences of each individual customer or prospect. “ – Unica, Sept. 2010 (link)

“Personalized product recommendations are proven to consistently increase sales, conversion rates, average order value and customer retention“ – Coremetrics, Oct 2010 (link)

Featured Video

Personalising the Web Experience – Unica Video

For More Information

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

More Information From ibm.com

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