We're less than a week away from the release of The Social Network. What do you think the film's US box office will be? Are we looking at a $150-million blockbuster? A $100-million success? Or a $50-million disappointment? Post your predictions here or tweet them on Twitter to @augieray with the hashtag #SNBO (for Social Network Box Office), and you could earn not only bragging rights but also receive a free copy of Empowered, signed by best-selling author Josh Bernoff. You must post your prediction before 8 a.m. PDT on Friday, October 1, and we'll declare a winner on Monday, October 25.
It seems everyone in the world (or at least everyone in my world) is buzzing about The Social Network. In case you're living in a cave, The Social Network is the fictionalized story of the founding of Facebook, featuring real-life characters such as Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, Sean Parker, and Cameron and Tyler Winklevoss.
As you probably know by now, I really enjoy engaging with all of you through social media like this blog or via Twitter. Of course, I like doing research and writing reports, but that's very much an academic exercise. The blog and Twitter are about direct communication and instant feedback (and, in a way, instant gratification). However, these are still all virtual contacts. So, I thought I would share with you where you can find me, and my team, in the next couple of months so that you can meet us in person.
I will be speaking at Forrester’s upcoming Consumer Forum in Chicago, October 28-29, and our Marketing & Strategy Forum EMEA in London, November 18-19. The theme of Forrester’s Consumer Forum 2010 is “Unleash Your Organization To Serve Empowered Customers.” Lots of the content will be related to the new book Empowered, by Forrester analysts Josh Bernoff and Ted Schadler.
The market research track will show why the ability to understand customers’ needs and wants from several data sources is the key to supporting the organization with actionable insights. It will include the following presentations:
“If The Company Only Knew What The Company Knows: How The Introduction Of A Knowledge Center Can Empower Market Research Professionals,” Reineke Reitsma.
“Trends And Best Practices In Social Market Research,” Tamara Barber.
“Understand Influential Young Online Consumers: A Global Perspective,” Jacqueline Anderson.
Just when you were getting your mind around Social Computing, Forrester has concluded that Social Computing is a steppingstone along the path to the empowered era. At least that’s one of the findings you’ll discover in the new book Empowered, co-authored by Groundswell author Josh Bernoff and Ted Schadler, published today by Harvard Business Review Press.
It’s not that Social Computing has ceased to be relevant, far from it — it’s just that we are now evolving rapidly into a new era of commerce, the empowered era. A perfect storm of evolving technologies — smart mobile devices, pervasive video, cloud computing, and social technology — has kick-started this new era to empower customers and employees. Empowered is more than a claim to a new technology paradigm. In the empowered era, customers and employees are tapping into technology in new ways and learning how to deliver value (and demand service) with game-changing potential. Forrester identifies these innovative employees as HEROes: highly empowered and resourceful operatives.
From an IT perspective, CIOs are firmly in the driver's seat at one of the three corners of what Forrester defines as the HERO compact. In this role CIOs must build an empowered IT strategy to pursue business opportunities and solve business and customer problems. CIOs and the IT team can find HEROes, help HEROes, and be HEROes.
There were certainly some compelling arguments made in favor of this approach — not the least being that it's a highly cost-effective way to provide improved services to taxpayers who ultimately foot the bill for government IT efforts. As an investor in government IT (I pay taxes), I'm fully supportive of anything that improves services and reduces costs!
One of the most memorable quotes came early on from Carl Malamoud when, in his opening keynote, he suggested, "If we can put a man on the moon, surely we can launch the Library of Congress into cyberspace." (See his keynote below).
Today, Forrester and Harvard Business Review Press released the print version of Empowered, a book by Forrester veterans Josh Bernoff and Ted Schadler. This book is a quick and worthwhile read for just about anyone who wants to consider the changing role of technology in the workplace. After several reads of this book, I have found that in addition to a lot of great statistics, quotes, and case studies, there is a valuable message for how companies MUST change their philosophy and approach toward new technologies in order to stay innovative.
As a quick example of how quickly the technology landscape is changing, stop for a moment to consider just how many times in the past few days you have:
Received an invitation to LinkedIn.
Seen a personal acquaintance using Facebook.
“Tweeted” or heard someone comment on “tweeting.”
Checked your mobile phone — or seen a commercial for a cool new mobile app.
Chances are if you’re reading this, you read Groundswell. That book changed the way people think about social media, and Empowered, the sequel to Groundswell, will do the same. While the earlier book was all about how consumers and brands connect in social channels, the new one is about how organizations must change to accommodate, retain and get the most from empowered consumers and employees.
Today, many people seem to think social media has matured. With Facebook drawing more than 500 million people and Twitter broadcasting 2 billion tweets per month, it seems as if we’ve arrived at the destination promised by Groundswell. Social behaviors are ubiquitous—even a majority of seniors (65+) now consume social content according to the latest Forrester Social Technographics data. So, is social media done evolving and we can now return to "business as usual"?
No, and that’s what makes Empowered so powerful—it presents the next phase in social media evolution, a phase that is going to be disruptive and painful to those companies and employees that are not prepared. The changes social media have thus far brought to the enterprise have been relatively easy to accommodate, but the changes that are coming will not be.
I spoke to the IT leadership team at a major automotive manufacturer last week on the topic of empowerment. The group consisted of the CIO, security and compliance professionals, business strategy, HR representatives, and other IT managers in charge of mobility, social computing, innovation, and application development initiatives. At Forrester, we talk about empowerment in terms of the rising imbalance between enabling technology tools we have in our personal lives and those we have in the workplace. Think mobile, social, cloud, and consumer video tools. Our data indicates that almost 51% of information workers now believe they have better technology at home than they have at work. And 37% are using these personal tools get real work done.
At least anecdotally, the gap between consumer technology change and IT’s ability to assimilate those technologies into the workplace looks to be widening. A recent report recently highlighted this gap, explaining that in one government agency, it takes 18 to 24 months to roll out a single new IT system, while it took only 24 months to invent the iPhone.
Clearly IT budgets will never keep up with private investments in technology innovation. But it’s not all about money. What else is causing the impedance mismatch between personal/home and workplace technologies? A few comments from my audience highlight the complexities our corporate IT departments face in this age of empowerment:
But Empowered isn’t only about employees. It also lays out a strategy for engaging your most influential customers. Consumer product strategy professionals should wield Empowered concepts for exactly that reason – to energize your best customers. In the mobile space, product strategists are looking for ideas to help them develop innovative, leading-edge applications for Smartphone users on platforms like the iPhone or Android. So we’ve just released a report to help product strategists do just that, called “Designing A Mobile Empowered Product Strategy.” It applies ideas from Empowered to product strategy, and includes numerous case studies of mobile applications that exemplify Empowered approaches.