Social Media Education: How Companies Reduce Risk and Activate Employee Advocacy by Charlene Li, Ed Terpening, and Christine Tran
Coverage Area: Social Business, Dynamic Organization
Employees across the enterprise are participating in social media, both personally and professionally. To reduce risk and activate employee advocacy, companies need to approach social media training and education strategically. This report will provide a four-tier approach to social media education for: 1) risk mitigation, 2) practitioner best practices, 3) employee activation, and 4) executive engagement.
Real-Time Marketing by Rebecca Lieb and Jessica Groopman
Coverage Area: Content Marketing, MEcosystem, Dynamic Organization
Real Time Marketing will be covered in forthcoming research by Analyst Rebecca Lieb and Senior Researcher Jessica Groopman, examined both as a strategy and tactic. Specifically, the report will define RTM, address the executional challenges, explore business cases to which real time marketing can be applied, and outline how companies can move into real time readiness. We believe companies that strategically integrate real-time marketing into their overall digital strategy execution can effectively fulfill specific business needs via careful preparation, content strategy, tools, and governance.
Vendor Overview: Content Marketing Software by Rebecca Lieb and Jessica Groopman
Coverage Area: Content Marketing, MEcosystem
As content marketing and content strategy grow in importance and adoption, a plethora of tools and technologies have appeared to help store, manage, share, curate, aggregate, produce, publish and syndicate content. This research will map and compare technology offerings as well as correlate features to marketers’ needs.
The Future of the Social Enterprise by Charlene Li and Jon Cifuentes
Coverage Area: Enterprise Social Networking (ESN), Social Media Management System (SMMS), Collaboration Platforms, Dynamic Organizaton
The emergence of enterprise social networks like Chatter, IBM Connections, Socialcast, and Yammer provided a fresh perspective on the dynamic organization by making it super simple to create and share updates. At the same time, these same employees are collaborating and innovating on disparate platforms, while executives strive to (safely) engage the broader employee base with customers and prospects. It’s the age-old storyline, where the proliferation of point-based solutions leads to consolidation into a less-than-optimal suite offering. In this era of cloud-delivered services and Big Data, how can organizations rationalize and prepare for the Social Enterprise? This report will look at how organizations can prepare well today to become the Dynamic Organization of tomorrow, by optimizing the mix between best-in-class point solutions and integrated suite offerings.
Do You Really Need a Social Media Command Center? by Susan Etlinger and Andrew Jones
Coverage Area: Social Media Listening, Social Business, Dynamic Organization
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Organizations such as NASCAR, The Oregon Ducks and others have since discussed how they organize social data in a command center model. In 2013, Salesforce and Brandwatch announced command center products. But are these command centers useful, or do they create yet another shiny object—worse, a cost center—within the business?
How the Rise of Social Media is Revitalizing the Digital Revolution by Brian Solis and Jaimy Szymanski
Coverage Area: Social Business, Digital Strategy, Digital Transformation, Dynamic Organization
Social media has led to a revolution in business marketing, communication, and service, but social media in of itself isn’t a means to an end. Instead, it is a powerful catalyst for business transformation. Successful companies are exploring how new technologies can reach and engage customers at every stage of the customer lifecycle. Marketing, service, sales, web, email, and more must now work together to drive desired experiences, optimize click paths, cultivate meaningful relationships, and drive business outcomes. To do so takes nothing less than an infrastructure inspired by new vision and supported by updated or entirely new systems, processes, and teams. To compete for the digital future, companies require complete business transformation.
Mapping the MEcosystem by Susan Etlinger and Jessica Groopman
Coverage Area: MEcosystem, Dynamic Organization
Sensors, watches, GPS, phones and social networks; we are awash in data, as organizations and as individuals. But what do the data tell us about ourselves and the brands with which we interact? This report will catalog emerging data streams and lay out what Big Data can tell us–and what it can’t–about the customer journey.