Recently Sprinklr asked me how companies today are in trouble if they’re not keeping up with social disruption. Which led me to consider: What makes a company smart when it comes to being social?
Answer: Smart companies recognize three things…
Customers’ social expectations continue to rise. More and more consumers and B2B buyers are contacting brands through social media. Brands that fail to meet social expectations risk alienating a large portion of customers.
Offering social support to your customers brings valuable insight – and can help or hurt your brand depending on how you do it. Our customers give and get help from each other on social platforms. If you listen in and listen carefully, it’s a tremendous source of insight to provide a better experience and a better product.
The changing role of marketing means you can’t afford to ignore social selling. Recent ITSMA research shows 85 percent of B2B buyers use social media during the purchase process. Smart marketers begin discussions with buyers on their own terms and in the social environments where buyers seek information.
For more on this topic, please see my article in Sprinklr’s new Social@Scale Journal, available for download here.
Please share your thoughts in the comments section or via Twitter @KarMWalker
Over the last couple of months we have talked about Fast IT and the need to think about your IT model in a new way to thrive in the Internet of Everything (IoE).
Fast IT is the new model for IT that transforms and simplifies IT operations. It evolves and unifies infrastructure, platform, and applications to reduce complexity, accelerate service deployment, and increase security. It embraces today’s major technology transitions: cloud, mobility, and security, along with data analytics, new applications, and IoT. It addresses the requirements IT has to align to today’s business changes and organizational requirements.
In the IoE era, every company, no matter how venerable its brick-and-mortar roots, must think of itself as a technology company — creating digital capabilities that transform customer experiences, foster new revenue streams, spur productivity gains, or speed execution.
We wanted to understand the extent to which IT organizations were helping bring about this transformation to Fast IT — fulfilling a strategic role of innovation enabler — and which factors, if any, were holding them back. To this end, Cisco undertook a multipronged research effort. We engaged Global Market Insite (GMI), a division of Lightspeed Research, to conduct a comprehensive global survey on the impacts of IoE on the IT function, and the extent to which Fast IT capabilities have been addressed from both a strategic and an architectural standpoint. This soon-to-be-released research, the results of a comprehensive survey of more than 1,400 senior IT decision-makers across multiple vertical industries, provides insight into how IT can more successfully prepare for – and capitalize on – the Internet of Everything (IoE).
This quantitative research was complemented by a program of in-depth interviews with IT luminaries — leading industry analysts, authors, academics, IT executives, and practitioners themselves — on how IT infrastructure, IT economics, and organizational dynamics are changing.
As we know, the Internet of Everything—the intelligent connection of people, processes, data and things—has exploded in recent months. Alongside that growth, the pace of change across business and technology is occurring faster than ever and IT must innovate at a speed and scale to match. In order to capture the $19 trillion in IoE economic value, IT requires a new model.
Simply put: IoE requires Fast IT. And, it requires it now.
With networks getting faster and the whole world going mobile, the number of connections is growing at an unprecedented rate. By next year, the amount of mobile-connected devices will exceed the number of people on the planet, and by 2020, will reach 50 billion. And those devices are getting smarter all the time.
While there is no doubt that mobility, cloud and big data are each enabling business transformation, imagine what they could do collectively. That’s the power of convergence, and it’s revolutionizing the IT and business landscape.
This convergence brings together applications, systems and processes to help meet current needs while preparing for future innovation. It’s at the heart of the Internet of Everything (IoE) in connecting people, process, data and things in new and innovative ways. And mobility is a driving force fuelling this evolving landscape, breaking down barriers and enabling the birth of entirely new kinds of business and economic models.
Mobility: A Cornerstone in the Converging IT Landscape
Mobile devices are already a pervasive part of our lives. As mobility continues to evolve, these devices will be primarily how a network connects to the user, helping shape and customize the end-user experience to deliver more personalized services and real-time engagement.
Imagine you are an online shopper who doesn’t want to wait overnight for your shipment. You want your product now. From your mobile device, you will not only be able to price-match with other retailers and see if the product is available in a store near you (a current capability), but also connect with real-time data in the cloud over an agile network to see if there are checkout lines in the store, reserve a parking spot, and tell the customer service rep you are on your way.
Gartner predicts that, through this year, mobile apps will drive “the next evolution in user experience” by “leverage[ing] intent, inferred from emotion and actions, to motivate changes in end-user behavior.” This is already happening through smart devices and wearables, for example, as people (myself included) use health and fitness apps to help make better, healthier choices.
It isn’t everyday that you get to send a shout-out to your colleague for being recognized as one of the most influential women in tech by Elle Magazine.
Congratulations to Padmasree Warrior! Congratulations also to Elle magazine, for showcasing the growing number of female leaders and influencers who are developing new technology and running technology companies—and are just all-around impressive women.
At Cisco, we believe that we need to be a company whose environment, culture and mix resemble the diversity of the world we live in and the communities where we do business.
The truth is that there is a tangible business value from inclusion and diversity. Even more so, there are proven links between inclusion, collaboration, and innovation that drive bottom line results. According to a study by McKinsey, the management consultancy, companies with a higher proportion of women in senior management are on average 48 percent more profitable than rivals.
However, there is much more work to do! I believe as leaders we not only have the responsibility to lead by example but also to understand the strategic advantage gained from a team made up of a diverse set of individuals.
But for today, I hope there are females of all ages reading Elle Magazine, who get inspired to chart their own path to leadership.
Collaboration technology gives us the ability to work together anywhere, on any device, at any time. With more and more people using smartphones and tablets to do their work, it is more important than ever that enterprise collaboration delivers high quality voice, video, chat and online sharing instantly, to any device on any platform.
Today, I am pleased to announce Cisco’s acquisition of Assemblage to help us capture the ongoing market transitions of mobility, cloud and the Internet of Everything (IoE). Assemblage has built a talented team of web developers to deliver the tools and the infrastructure to enable simple, real-time collaboration through the browser to any device, without the need for downloads, plugins, or installations.
Assemblage offers real-time collaboration apps for shared whiteboarding, presentation broadcasting and screensharing. Users are able to collaborate simply via their browser with one-click, instantly accessing collaboration apps delivered via the cloud. Assemblage’s technology also integrates with popular third party cloud services and supports 40 different file types to enable quick and efficient collaboration.
With this acquisition, Assemblage brings a strong team of engineers with deep web development expertise to Cisco’s Collaboration Technology Group (CTG), enabling Cisco to accelerate innovation and develop simple, easy to use, next generation collaboration solutions. In addition, Assemblage’s experience integrating with third party cloud ecosystem applications like Box and Google shows a close alignment to Cisco’s collaboration strategy and our commitment to simplicity and interoperability.
We are excited to welcome Assemblage to our collaboration team. Together, Cisco and Assemblage will provide simple, easy-to-use solutions that help employees work smarter together from virtually anywhere.