It’s been more than a decade since social media began challenging businesses to respond to what has been a dramatic shift in how we now connect, communicate and express ourselves globally today. This year’s “State of Social Business” research report examines the current state of social media as a business tool and points out insights that will prepare strategists for the challenges that lie ahead.
Remember Google Wave? Hi5? Friendster? Going back even further, Apple’s eWorld? The evolution of social media is a story of trial-and-error, mishap and success for both social platforms and the businesses that eye high levels of consumer reach and engagement as a new frontier in customer experience, brand building and in the end, results.
What a journey it’s been…but it’s not over. Our research shows challenging work ahead as the “low hanging fruit” of social media has been harvested. New levels of business integration are challenging strategists to move past social media as a disruption to an integral part of doing business. To do that, they need to form new partnerships internally. We’ve measured a 146% increase in executive involvement in just the past 2 years, a sign that strategists are working with leaders to traverse the barriers of departmental silos and legacy business practices.
No longer a “bright shiny object” distraction—although innovation continues at a rapid pace—all signs point to social media’s wider impact and adoption across the enterprise, breaking out of traditional beachheads like marketing, communications and customer service. Our research shows that businesses are responding to integration challenges by evolving their organizational structures, budgets and most importantly, focusing less on scaling social but rather making it an integral part of business. Strategists today are focused on digital and content strategy integration, proving value (especially in the face of increasing “pay to play” social advertising pressures), looking inward to the application of social to reach new levels of employee engagement, and leveraging employees for advocacy to build brand health.
We hope the insights and recommendations in this report give you the perspective needed to address these emerging challenges.
To facilitate broader discussion and give us feedback, tweet using the hashtag #2015AltimeterSocial. I look forward to the conversation!
Altimeter’s latest benchmark study on how companies are using social media to further their business results.
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How to start crafting optimal customer experiences in the Internet of Things.
Oracle announces long-awaited web, data, and commerce integrations for its Marketing Cloud, highlighting its big ambitions for a unified offering of all its enterprise platforms.
I recently partnered with Genesys to explore the state and future of customer experience (CX).
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Customer experience is meant to be evocative, not reactive, and the current state of call centers isn’t helping.
A new startup called Locket is revolutionizing the way we use our mobile lock screens by turning it into a content and messaging playground.
The digital trends and practices that require the most attention from business executives this year.
We answer all the questions we couldn’t get to during our webinar on the mobile-only customer experience.
In this 1-hour webinar, join Jaimy Szymanski and Brian Solis for a discussion on how organizations can approach mobile design strategy through the lens of an evolving connected customer.
The inevitability of a mobile-only customer experience will have a big impact on how brands create and deliver content.
Why it’s not enough to simple be present on every digital channel
The essential steps you need to take to start building your customers’ mobile experiences.
Consumers will soon demand mobile-only experiences from the brands that engage them. Our report identifies the steps companies can take to start thriving in this new reality.
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.
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
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.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.