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Archive for the ‘Social Networking’ Category

NewImageA new study by McKinsey & Company reveals that less risky and potentially more beneficial realm of Big Data software is a higher priority today than social media integration. The study consisted of 1,500 surveyed CEOs, CFOs and CIOs between April 3 and April 12, 2012.

Almost 50% of respondents stated that they are currently using Big Data to “understand their customers better”, whereas 32% stated they are using social media for “interaction and promotion purposes.” The survey also found:

— 13% did not consider Big Data a priority, so far as stating it was “not on the agenda”
— Over 50% state that flexible delivery platforms are a priority for the next 1-2 business years
— 19% of respondents have deployed digital marketing practices across the enterprise
— 4% used location-based software to target customer promotions

The study also found:

— 52% believe that organizational structures not designed to take advantage of either Big Data or social media priorities 
— 51% say that lack of technology infrastructure and IT systems are a significant challenge
— 43% and 31% are having difficulty in finding functional and IT talent, respectively 

Big Data and social media do not ave to be mutually exclusive. A number of businesses are beginning to integrate the two, using Big Data solutions to analyze business content based on their social media activity.

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If you have an interest in creating a social enterprise based on social media and network capabilities, the you should checkout this Oldie but Goldie article 2011 article “Accelerating Your Social Maturity,” by Sean Corcoran and Christine Spivey Overby.” In it they describe 5 maturity levels of social media adoption that every enterprise to be aware of: 2012 03 13 09 39 38

Where

>> Experience. If your company isn’t using any social applications, then you can’t even reach an early stage of maturity. But it’s not just implementing technologies; it’s also documenting and sharing learnings across the organization

>> Resources. Social maturity requires new responsibilities and skills. Not only are new people needed to manage technologies and the conversation created, but many current employees will need training and guidelines.

>> Process. You can plan and organize for social applications, but if you haven’t created the workflow for how to manage them, then you cannot advance.

>> Measurement. Valuing social tools and contributions is critical.

>> Commitment. To mature, management must commit by creating a companywide vision and developing a long-term plan for empowering employees and customers.6.

>> Culture. A socially empowered culture is both top-down and bottom-up. Senior management sets the social priorities relative to other strategic programs. At the same time, the groundswell must also take hold organically with more employees buying into the benefi

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Social network demographics

While these are powerful statistics that speak for themselves, Alexia Nielsen, Social Media, has written a great article that briefly highlights there meaning of this Pew Internet study. The bottom line is:

– 65% of online adults use social networking sites, and most describe their experiences in positive terms.

– Two-thirds of adult internet users (65%) now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. That’s more than double the percentage that reported social networking site usage in 2008 (29%).

– More half of all adults (50%) use social networking sites.

So, what does this mean to the average company? A lot. For the first time, the majority of people who are using social media have money. That’s right – they HAVE MONEY.

We are no longer talking about kids and young adults chatting away with their friend (AKA FaceBook). You can social market to them all day long, but capturing 100% of a market that has $0, still gives you Zero Revenue.

We now have a opportunity to help mature communities solve their needs and potentially make money at it. This is a good position to be in, if you are listening to your communities, have a great product/service, and are in a position to deliver it at an acceptable price.

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Field NotesJust reviewing John Bells article “The Enterprise Social Media Adoption Path” with a client. While mostly correct (Phase 1 -4), I noted that he was missing the last, possibly most important phase. That phase is the Optimization Phase.

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While I will be writing on this, and the other phases, in more detail over the next couple of weeks, it is important to note a few characteristics now.

The Optimization Phase (Phase 5) is where value realization (e.g., revenue, margin, customer sat, survival, etc.) is achieved and is based on the data collections and analytics of Phase 4. In this phase, the enterprise social media platform, levering solutions like ListenLogic and Radian6, is now connected with customer facing mobility capabilities that offer solutions/products/services based on location, mobility, and context-aware delivery capabilities (e.g., Foursquare).

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NewImageSocial influence is an emergent behavior that occurs when an “individual’s thoughts, feelings or actions are affected by other people.” In essence, it describes the psychological needs that lead us to conform to the expectations of others. One of the principle pioneers in this area is Dr. Robert Cialdini, who explored social influence in his text “Influence: The Psychology of Persuasion.”

Social influence is such an important concept that many sales, professional services, and client facing organizations formally incorporate key principles in day-to-day activities. For example, with several of my clients, we have periodic “Influence” brown-bag lunches during which the group discusses best practices and real world experiences. Here is one such kickoff presentation that I use:

 

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This is a journey to explore the Impact of social media, networking, and computation on our society. A few weeks ago, I met MC Hammer at the Wharton Business Technology Conference 2010, where we both were speaking. He impressed me quite a bit – he is very smart and has a refreshing perspective on social media. This initial encounter inspired me to start a twitter microblog series – 101 Practical Aspects of Social Media – Inspired by MC Hammer’s ongoing discussions on Social Media. Every weekday I will post some practical aspect of social media, following which it will be blog about and commented on by the forces to be.

While in the initial stages, please join me in the journey were the only guarantee is that new ground will be broken in a fun and exciting way.

(Blog) Practical Aspects of Social Media: Art, Science, and Humanity. Exploring the Impact of Social Media on Our Society.

(Twitter) paosm

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Social media, based on emerging social networking principles and social/cultural psychology, has taken root and is becoming a more dominant part of our live. While there are no official industry statistics yet, Ben Parr has been tracking social media for some time and has noted an exponential growth in the usage of the term over that last three years.

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Side Bar: If you want to follow this industry, there are many Googlable (I thought this was a real adjective, why is there a red line when I type) sites. Mashable is one of the sites I follow (Kindle and Web) for my weekly dose of vitamin “W/S”. They follow Web 2.0 and Social Media news across all industries, providing insights into technology as well as business trends.

Social media is a vertical and horizontal – it is both a “what you do” and “how you do it.” Unlike tradition verticals (first axis) like Financial and Healthcare or traditional horizontals (second axis) like SOA and Cloud computing, social media is both. System developers will build on top of social media platforms (e.g., Facebook apps) as well as build out social media capabilities (e.g., realtime analytics) – the third access.

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Mashable contains many examples of this emergent third dimension. In a recent article “Facebook Platform Live Status Make Life Easier for Developers,” explored the impact on development. This tool provides an indication of the system health across many functions. Ask yourself this, “Should every system have this ability?” How often have you been frustrated with a system only to find out that it wasn’t you. Having access to this capability could make like easier and happier customers.

What about Real-time web – RT collaboration, analytics, search, Ecommerce, etc? It seems to be a necessity for many users, ask FaceBook, SAP, and Wise. Delivering realtime web content is very different, both architecturally and operationally, from delivering semi static content. So, as this trend becomes more mainstream, will you be ready/prepared to delivery it? Interesting implications to both sales and architects.

Social media is here and will most likely stay and continue to become a dominant force in our lives. A humans we want to be social, but the systems we have development in the past have been a barrier to this. Social media could be the catalytic that reorganizes not only the way we look at industries, but how we go about working in them.

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