Five Social Ambition Entry Points in The Enterprise

VengresoPodcast Modern Marketing Engine Five Social Ambition Entry Points in The Enterprise
Cynthya Peranandam podcast

Five Social Ambition Entry Points in The Enterprise

Charting the Social Universe

This week on the Social Business Engine podcast, I welcome Cynthya Peranandam. Cynthya is a Senior Marketing Manager for IBM Social Business where she sets strategy for IBM’s diverse portfolio and is an advocate for driving people-centric engagement. She has also led marketing for IBM Cloud Computing for many years and drove adoption and commercialization of emerging technology through IBM’s early-adopter program. Prior to joining IBM, she established one of Canada’s first emerging technology magazines and authored numerous articles about the IT industry.

Cynthya and I discuss the five Social Ambitions That Drive Business Impact as documented in a new report from the IBM Center for Applied Insights.

Exploring the Social Universe

Cynthya summarizes key takeaways from over 350 IT and LOB people interviewed. The report reveals that 74% of businesses define a Social Business as one that is using social technology to foster collaboration between customers, employees and partners, but only 20% believe they are truly social. Recognizing that it’s a journey, these organizations are deploying social capabilities incrementally across 5 distinct social ambitions as diagramed below.

IBM Social Study five social ambitions

What You’ll Discover In This Episode:

  • How companies are adopting social and what the social journey looks like
  • The five distinct social ambitions as entry points into a business are
    • Driving internal collaboration with employees and external collaboration with customers
    • Building, educating and protecting the workforce to optimize talent
    • Understanding and engaging customers
    • Mining community expertise to tap into knowledge bases
    • Improving business processes across the enterprise
  • How social is touching all departments in the enterprise
  • How more than 60% of social in the enterprise is deployed in the cloud or through mobile
  • The CEO is the ultimate decision maker in all five social ambition entry points
  • IT is the most common funder of the social ambition entry points
  • 82% of respondents use social technology for recruiting
  • 70% of respondents that have deployed analytics aren’t using analytics to make decisions
  • How 43% of respondents are embedding social into business processes
  • Key lessons learned include “you don’t become a social business overnight” as well as…
    • Businesses are focused on accomplishing business goals enterprise-wide using social
    • Only 8% of respondents have an enterprise-wide strategy for social
    • The diverse mix of C-Suite roles involved in social impact adoption
    • Continuous adoption is kick started through employee advocates
    • The uncertainty of ROI as measured by impact in the business
  • Cynthya’s “One thing” response is for us to practice what we preach by engaging with people authentically

Featured On This Episode:

Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

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