Thanks to all who attended the 2014 State of Digital Transformation webinar! As we didn't have time to answer all viewer questions after the presentation, we've included our responses to the top inquiries below. If your question still remains unanswered, leave a comment, and we'll get back to you as soon as possible
More important than the CEO using digital tools is his or her embracing them as a viable way of connecting with consumers. As audiences turn increasingly digital, they expect brands to be where they are, when they want them, with relevant content, experiences and outcomes at the ready. This vision must be supported from the top-down in order for digital transformation to permeate all levels of the organization.
Executive championing of digital transformation varies from one organization to the next of course. From CMOs to CIOs to, in some cases, CDOs or CXOs (Chief Experience Officers), different roles will champion efforts depending on the unique organizational structure and - more often than not - what department or area of expertise the change agent has risen from. The maturity or depth of digital transformation within an organization is dependent on the ability for a c-suite executive to connect disparate groups internally in order to deliver a seamless customer experience on all digital channels throughout the customer journey. Without doing so, its effect is limited.
Digital transformation is a form of change management. Although marketing and IT are at the helm of many digital transformation efforts, we found through our research that other departments involved include: customer service and CRM (CX), HR, legal and compliance, and mobile. Digital transformation affects nearly every department within an organization, so all employees must be in support of its initiatives as core principles of their job responsibilities.
Companies that have a CDO or CXO role are among the most digitally mature. They organize these roles at the same level as CMO and CIO. We did not come across any companies that use them as proxies. The CMO and CDO are in lock-step, while the CXO and CIO often act in an advisory role for all initiatives to determine viability and ensure a seamless customer experience is maintained.
Many organizations are weighed down with internal politics and bureaucracy that lead to slow-changing processes. Often, this means that it takes convincing and proof through data and analytics to make the case for digital transformation and allocating resources toward digital channels. Without the internal support from leadership who believe that customers are currently transitioning toward a completely digital lifestyle, change agents will have difficulty in moving forward with the agility needed to adapt to quickly changing digital preferences. The case has to be made. It’s not going to be swift nor enterprise-wide in the beginning. Often companies focus efforts on pilots and in specific instances where the effect of change can be demonstrated.
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should select content marketing tools.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices.
Last week, Charlene Li, Ed Terpening, and I hosted a webinar on how large enterprises — like ARAMARK, Aetna, Kaiser Permanente, RadioShack — are rolling out corporate social media education, and why.
What is native advertising and, by extension, what is it not?
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
In this webinar, they discuss the seven factors that successful social businesses share and how their strategies are designed to deliver business value.
In this 1- hour webinar, industry analyst Jeremiah Owyang presents his research on the business disruption, and share examples of companies that are already moving into the Collaborative Economy.
In this webinar, Altimeter Group’s Charlene Li and Brian Solis review the six distinct stages that organizations move through as they evolve their social business strategy.
Watch this webinar with industry analyst Rebecca Lieb, to explore scalable organizational models for addressing content needs across the enterprise.
Watch this webinar and learn how prepared your company is for social business.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk.
Real-world case studies of best practice training programs are discussed, as well as outcome-oriented training strategies that will keep all levels of employees engaged.
Want to learn about Formalized Social Advocacy Programs? An embedded recording is below.
Did you miss today’s webinar with Charlene Li and Chris Silva talking about the proper foundation for mobile business? If so, please see a full replay of today’s content, available on Vimeo.
Have you read my report, “Make An App For That, Mobile Strategies For Retailers” yet? If so, and you didn’t have a chance to tune into today’s webinar, I want to share the content with you to use, share and discuss.
This week, Altimeter (myself and Andrew Jones) hosted a webinar stemming from the the recent report on Social Media Proliferation, which you can download the full report on this blog post.
Sales and operations planning processes are 35 years old and are currently experiencing a renaissance. The redefinition of the process powers growth and improves resiliency in the face of increasing volatility.
As mobile becomes the leading means for users to interact with brands, content, and one another inside of organizations, simply “getting to mobile” is not strategy enough.
Charlene Li sat down with Ken Blanchard, the author of The One Minute Manager, on the morning of June 21st, 2011 to discuss how leadership is being affected by social media.
Is the supply chain ready to be social? And, if so, how do companies begin the journey? What steps do they take?
There’s more to disruptive technologies than social to watch. In fact, we’re exploring a variety of new disruptive technologies, to see how they impact business, culture, and customer relationships.
Last quarter, Altimeter hosted a conference on The Rise of Social Commerce, in which we release a research report based on interviewing dozens of companies who are integrating ecommerce with social media.
Social technologies are disrupting traditional business models, and the analyst industry is no exception.
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity.
“Be Open, Be Transparent, Be Authentic” are the current leadership mantras — but companies often push back.
I conducted the first of four Webinars on the ideas around “Open Leadership” and am making available the slides as well as a video recording. This Webinar laid out the reasons why open leadership is inevitable and required because of the adoption of social technologies.
We finally completed our final third webinar in our social strategy trilogy. It’s been great sharing our insights and widely releasing it to the community, and I hope you enjoy this final segment.
This webinar follows Altimeter Group’s recently published open research report: Social CRM: The New Rule of Relationship Management, which covers 18 uses cases of social CRM.
Jeremiah Owyang and I held a webinar entitled “Developing A Social Strategy” that had over 495 participants asking very insightful questions — we had a great time sharing the information and got new ideas on how to develop our thinking as well.