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Having advised CEOs, CIOs, COOs and CMOs on adopting disruptive technology at various stages of my career, I have a broad perspective of the enterprise and executive roles. From the mid 1990s through 2006, I focused on enterprise software and corporate strategy. In 2006, I launched CSRA to advise enterprises on social business strategy, and I’ve been working with CMOs, which has been personally rewarding as I have also led marketing several times in my career. For context, here are a few things that most executives don’t yet […] Understanding Web 3.0 as Data: Reid Hoffman, Founder LinkedIn summarizes business opportunities and privacy threats of the emerging sea of social data as well as outlining Web 3.0 key concepts and importance.
He painted the context for his theme, “Web 3.0 as data,” with a simple timeline: […] Curmudgeonly Looking into the Past to Divine the Future—That Nagging Privacy Issue—Debunking the Elephant
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2011 will be remembered as the year “social media” fell by the wayside, strategy became a recognized prerequisite for serious efforts, and “social business” began displacing it in boardrooms’ mindshare. “Social media,” which usually tries to use social technologies to talk at people, has been the predominant “first use” of socialtech because marketing drives most social initiatives, and marketers “communicate,” i.e. push content, to their targets. When they “listen,” they use limited legacy processes such as focus groups, email marketing, data mining and online surveys. However, none of these scratch the real itch because they emphasize the company asking individuals structured questions; they don’t allow customer to customer interaction, which is ten times more illuminating because it is spontaneous and customer-centric. Socialtech gets there, but marketers are ambivalent about it because it means a loss of control. And more profits and career growth for marketers, but they have to let go first. It’s a leap of faith, but […] Web 3.0 and Social Business—2011 Predictions and Recommendations describes a turning point, away from social media to social business. SocialTech Grows Up—Relationship the Foundation of Business Success—Digital Clodhoppers Become Sore Thumbs.
In 2011, the bar to attract and hold attention will be higher, which will present organizations with a new threat: when participation falls, some executives will conclude that […] 2010 Year In Review Initial Glimmers of Social Business is the Editor’s Choice of the Global Human Capital Journal—The Best Strategy, Tactics, Case Studies and Insights of 2010
2010 Macro trends Social has been in adolescence up through 2009-2010 in which “being on Facebook” was an end in itself, agencies produced vapid content and little interaction happened because people won’t interact when brands are talking at them and not listening. People feel it when a […]
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To kick off Q3 2012, CSRA unveiled a new web presence that introduces new features to educate executives about social business—and creates one source to access CSRA thought leadership and to interact with us. Existing blogs will remain up, but their roles and functionality have been tweaked. Read on for a summary of the changes and how you can use them to raise your game in social business.
As a speaker at the CIO Forum & Executive IT Summit this past week, I spent two days in focused conversations with enterprise CIOs. The summit is co-sponsored by SIM, TEN and ITEEX and is a relatively intimate setting as most attendees are CIOs, and no press is allowed. We spoke about what was top of mind for CIOs and their experiences with social business. It served as an excellent “current state of the CIO,” and I have some surprising takeaways to share. I’ll also offer a surprising prediction and social business guidance to CIOs.
In addition to being the founder of LinkedIn, Reid Hoffman is a Valley insider with rich insight into technology trends, markets and building companies. His main message in this talk at South by Southwest 2011 was that the future was bearing down on us, and he prophesied that it would “arrive sooner and be stranger than we think.”
The Big Switch is a valuable book that reflects what has become Nick Carr’s trademark role, heckling IT and Web enthusiasts, albeit from good seats. Carr seems to relish his role as “the fly in the ointment” of the idealistic IT-enabled world that Web missionaries espouse. Although this book has shortcomings, I recommend it for two reasons. First, Carr makes a convincing and useful argument that the “electrification” of business and society (the Edison part) has valuable lessons for the “computerization” transformation of business and society (the Google part) that is currently unfolding. This parallel provides context to think about some of the disruptions around your business, society and career. Second, Carr raises serious questions about possible privacy implications of computerization. He palpably weighs in on the dark side and seems to want the world to change course from the “googlization of life.” If you haven’t read The Long Tail, I would read these books in proximity because they are very complementary and both quick, important reads.
2011 Social Business Predictions and Recommendations describes current social business adoption and advices firms and people how to get ahead.
Compared to its progenitors 2009 and 2008, 2010 was a relatively calm year because the amplitude of market gyrations was clearly less, and businesses began to find a new floor on which to build stakeholder expectations. Although I watched with high interest the unfolding drama in Europe, I didn’t have the time to conduct the research necessary to do a rigorous interpretation. I did publish a reflection in January, which is not included in this year in review. However, 2010 marked a major turning point in the adoption of social technologies: the recognition that analysis and strategy were necessary to achieve consistent results with social initiatives.
At the enterprise social business engagement Engaging Times Summit, Mike gave an overview of the Alterian software stack and a preview of their new platform. The key takeaway is that Alterian is not a social media company, its core competency is deep marketing data analysis. That said, their SM2 platform is one of the social media monitoring leaders [disclosure, I’m an SM2 client].