Social and Mobile Convergence at Gartner ITExpo
Branavan Ganesan 110000SGFR firstname.lastname@example.org |
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I'm at the Gartner ITExpo in my new role as social lead for the Social Business area, and am getting first hand exposure to critical thinking and projections around social business and the mobile enterprise.
Earlier in the day Gartner VP Peter Sondergaard set the stage at the opening session by issuing directives and urgency around social business tooling in the Enterprise, and how mobile use would shape the participation.
Sondegaard was clear in his directive. Enable collaboration and social media within your enterprise as soon as possible he urged.
It's not every day that a speaker gets standing room only attendance - but given the topic, it makes good sense. I was at the Phil Buckfellow and Kevin Custis session on 'Mobile and Social Converge for Competitive Advantage.'.
There was curiosity about the graphic artist in the front of the room who was preparing a base framework drawing that captured the overall concept. As Phil and Kevin started talking, she started drawing.
At the heart of the social insights covered in the session was strong research data from the recent Institute of Business Value (IBV) study, the crux of which was this:
The emergence of mobile and social are fundamentally changing how we live, work and interact
As part of the study, a small quotient were identified as leaders in the space, both in the mobile and social areas. Here is what set them apart:
Subsequently, comparing your plans and aspirations around Social Business to the list tells you where you are in the continuum. This behavior is predicated on knowing and responding to customers better, as is evidenced by the TD Bank case study in the IBV report. Recognizing that more and more of their customers were using Social Networks to find answers, TD Bank decided to listen and help their customers on Twitter and other Social Platforms.
Increasingly, the new generation is checking company policies on FaceBook and social network use, BYOD policies and freedom of external expression prior to applying. Clearly this shift is as much a culture shift as a technology challenge. As one CIO told me in a recent inquiry on collaboration tooling for his enterprise, 'this is not traditional IT'.
Social business and mobile adoption is not a matter of IF but rather WHEN - for companies that want to stay current.
The adoption of mobile is going to supercharge and fuel the amount of collaboration that happens, making it critical to the way in which companies think about social business.
Where are you on this journey? Any advice to others about to embark on a path you've already started down on?