I’ve started a new series, called Social Media Frequently Asked Questions. It’s a collection of the top asked questions I hear over and over. I’m putting them here on my blog is a great place to help everyone quickly get educated, convince their boss, or be able to help their clients get over these hurdles, so please, pass them around. If you’re seeking advanced topics, cruise through the web strategy posts (it goes back pages and pages) I’ve been speaking to a couple of companies each week from a variety of industries, and each at different levels of expertise (see the five questions I use to gauge their level of sophistication). Now, in 2008, I’m often on the phone with … Continue readingSocial Media FAQ #6: Who “Owns” the Social Media Program?
A new form of the Groundswell has appeared. What’s the Groundswell? We define it as a movement where individuals get what they need from each other, rather from existing institutions. The following hits home so hard for me, as I cover Social Computing as an Analyst, and I’m a former enterprise intranet manager. In this case, employees are starting to collaborate, outside of the corporate firewall to connect, share, and learn from each other, here’s a few examples beyond the traditional Yahoo Finance Chat rooms: Glassdoor: Rate Employers, CEOs, and find out Industry Salaries This site launched today, although a few of my colleagues were briefed last week. Essentially, to obtain knowledge about company reviews, CEO reviews, and salary information, … Continue readingDangers and Opportunities of the Crowdsourced Company
I just learned that one of our premiere clients has asked us to write a blog for their employees intranet. This means, we’d create specialized content just for them, personalized (un)syndicated content, interesting. The objective? To develop a relationship with them, talk with them (not just at) to learn, grow, and share. This is unique, as many social media tools are deployed for marketing reasons, and often in public. So what’s to come of this? I know we’re not the only ones doing this, as some companies have exclusive blogs, forums, podcasts for their partners or customers within secured extranets. Our project has yet to be implemented, we’ll provide an update when we learn more. Do you know of any … Continue readingTaking Social Media Inside Your Clients’ Intranet
My main coverage area as an Analyst is focusing on Online Communities for Interactive Marketers, I was formerly an enterprise intranet manager at Hitachi Data Systems, so I see where this is heading. I realize that we’re just at the early days, as many of these systems are deployed by marketing units with little interaction or support from IT. In many cases users are forced to create a new user ID, as these systems are not tied to existing enterprise software. Thinking towards the future, I realize how important it will be for IT departments to think holistically about social media, especially large areas of customer and prospect congregation. For many marketers, they are graded (paid) based upon the amount … Continue readingWhen Social Media Marries CRM Systems
My background is with corporate web teams, and this is a topic that is just starting to get explored. Channel and Partner Marketing often largest revenue stream At a previous job I was the Web Marketing Manager for the Channel Extranet site at Hitachi Data Systems, called PartnerXchange, a website that dedicated to helping our partners resell our products. This was a high-tech B2B sale which accounted for 60% of the overall revenue of the company. One of the largest networking companies recently told me that the channel accounts for 80% of the overall revenue of the company. [While Social Media has impacted corporate marketing departments such as PR, MarCom and Web Marketing, Channel and Partner Marketing programs are starting … Continue readingThe Impact of Social Media on Channel Marketing and Partner Marketing
In the late 1990s the CMS invaders deployed their systems at large corporations, as managing web pages using HTML editors wasn’t scalable and non-technical folks needed to publish. In many cases after the invader left, the company’s business teams and technical web teams were stuck cleaning, fixing, enhancing, for years to come. Unplugging web publishing systems (and community platforms) ain’t easy. Publishing from Word Docs, ouch. I was a web manager at a very large corporations, as such, I was the business sponsor for the website, and therefore the tools that were used to publish the website. Often, in most cases, I inherited a legacy CMS system, one that I did not choose, the underpinning structure of the site revolved … Continue readingCMS Horror Stories, and Your Soon-To-Be “Legacy” Community Platform?
In 2008, Business Adoption Of Web 2.0 Tools Is Expected To Grow Strongly Global Enterprise Web 2.0 Market Forecast On Monday, colleague Oliver Young (I was involved with the report) published a forward looking report on the growth of Web 2.0 technologies within the enterprise entitled Global Enterprise Web 2.0 Market Forecast: 2007 To 2013. As I mention with every report, you can purchase it directly from the site, or if not satisfied, obtain a refund, as we stand by the quality of our products. Who should read this report? Anyone investing in the space such as VCs, leadership at Social Media companies, or those involved in purchasing at corporations for social media tools. Caveat: Sans services and “organic” sites … Continue readingForrester Report: Global Enterprise Web 2.0 Market Forecast: 2007 To 2013
Spending time with large corporations and getting to understand how they adopt social media is fascinating, recently, I’ve noticed a trend, not on public use, but on internal organization. Unlikes Advertising (which is often controlled by a single group) Social Media is being adopted by many business groups across the enterprise, from marketing, product teams, sales, to support. While not uncommon, social media tends to be a grassroots movement that comes from the edges (where customers are) of the company, where individual users, vertical marketers, and client facing teams exist. At least three models of social media orginization within a large corporation, which loosely resemble a tire, a tower, or a spoke model. The Tire Common to grassroots movements within … Continue readingTrends: Corporate Adoption of Social Media: Tire, Tower, and the Hub and Spoke
Len Devanna is a Web Strategist at EMC I was able to get his precious time in SF recently, and he shared with me how to get organizations to adopt social media. Learn how to change and move a large culture, how to demonstrate there is value (vs being a time waster) and convincing management. Listen in at the very end, Len shares his one bit of advice (from being in the trenches) on what to always remember.
To preface this post, be very clear that the participants are the owners of the community. I write this in context of who within an organization is spearheading and leading the community business program. This post is really aimed at those in the corporations who are leading the social media program from within and have to wrestle with confused management, doubtful colleagues, and the majority who want to keep status quo. I’ve served in web teams in both IT and on the Business side, so I find this topic interesting. IT or Business Yesterday I had a call with a client who was leading the social media/community charge at his IT related company. Nothing unusual for me, but in this … Continue readingWho leads the Social Media Programs in the Enterprise: IT or Business?