Which Social Metrics Have Value?

Nigel Fenwick
For social media evangelists, the question on everyone's mind is this: "How do we effectively measure the business value of social initiatives?" 
 
Even when we get close, there's always that pesky issue of causation vs. correlation — can we really prove causation even for examples with high correlation between social initiatives and business outcomes? (Read Freakonomics, or watch the documentary, for insights into the challenges of causation vs. correlation.) 

Every day there is a plethora of "social media experts" offering advice on how to win using social media (and nearly all of it is posted on social media). In just a single edition of SocialBizBuzz on Dec 5 21012, you could read: Alistair Rennie from IBM writing in The Huffington Post on the differences between social media and social business; Francis Gouillart writing in the HBR Blog Network on the value of co-creating through social; and Mashable's Todd Wasserman opining on how most social media marketing is a waste of time

The wonderful parody of social media expertise produced by The Onion (see video) hits the nail on the head ... without real metrics how can anyone claim social initiatives deliver value?
  
 
Read more

Speed-Based Pricing Points The Way For Carriers To Respond To OTT Attacks On Communication Services

Dan Bieler

 

This summer Switzerland’s incumbent carrier, Swisscom, launched a simple but revolutionary new mobile tariff, Natel Infinity. Infinity is a speed-based tariff that comes in the versions XS, S, M, L, and XL, which represent download speeds ranging from 200 kbit/s to 100 Mbit/s. Prices range from CHF59 to CHF169 per month (€49 to €139). Significantly, the tariff throws in unlimited national voice, SMS messaging services, and data usage without any additional charge (XL even comes with unlimited international calls to most destinations and SMS).

The idea is simple: The greater your urge for fast mobile services, the more you pay — irrespective of which apps you use and how you wish to communicate. All that matters is speed. In this respect, Swisscom has replicated for the mobile world a tariff approach that is already fairly common in the fixed-line world. I believe this move by Swisscom is noteworthy in two respects:

  • It effectively pulls the rug from under the OTT voice and messaging services like WhatsApp and Tango by removing the arbitrage potential created by time- or distance-based pricing schemes.
  • It brings in line capital spending on and actual demand for network infrastructure capacity.
Read more

Ericsson's Biggest Challenge Is Complacency

Dan Bieler

At its recent analyst event, Ericsson outlined its strategy, product, and service ambitions. Ericsson remains the overall benchmark for network infrastructure vendors. The company has a leading market position in the growth segments of mobile broadband and network services and delivers a solid financial performance — despite the disappointing Q3 2012 results. Still, in my view, Ericsson has several challenges that it needs to address:

·         The cloud strategy is built on a questionable assumption.Clearly network infrastructure is becoming more, not less, important for cloud-based solutions. Ericsson therefore assumes that carriers are well positioned to be cloud providers. But CIO perceptions suggest otherwise. CIOs tell us that carriers are far from the preferred choice for cloud-solutions (see Figure 9 in the “Prepare For The Connected Enterprise Now” Forrester report). Carriers therefore need help in addressing the potential of cloud computing. For instance, Ericsson’s cloud solutions ought to help carriers cooperate with cloud partners regarding embedded connectivity in devices and applications.

Read more

Symantec Engages Customers And Prospects Through A Social Media Command Center

TJ Keitt

My colleague Ted Schadler and I published several case studies in our recent report, "The Road To Social Business Transformation Starts With A Burning Platform." What follows is one of those stories -- Symantec's creation and roll-out of a social media initiative designed to funnel data from the social media sphere into the business to improve responsiveness to market trends. Here's the story:

Tristan Bishop, director of digital strategy at Symantec, knew something very important: If you listen to your customers, you can create a great experience that leads to customer loyalty. Of course, this knowledge was useless unless he could find a way to get the issues customers raised to the group within Symantec that could take appropriate action. So, in June 2011, Tristan worked with his manager, David Sward, senior director of user experience, to propose a plan to Symantec executives for exploring ways to uncover areas for customer experience improvements in social media. Symantec subsequently funded the project.

Around the time that Tristan was experimenting with social listening technology, Ellen Hayes, group manager, corporate communications and social strategy, and the social media team were working on a social listening initiative of their own for brand reputation management and public relations purposes. When they learned of what Tristan was doing, an idea emerged — they should marry their efforts to Tristan's.

Read more

The US Tech Market Outlook After The Election: Four Questions Awaiting Answers

Andrew Bartels

The 2012 US election is now over, and the results were about what I expected based on the polls going in: Barack Obama reelected President (although with a wider margin of victory in the popular vote and electoral college than many had predicted); the Democrats retaining control of the Senate, with a slightly higher majority; and the Republicans holding their majority in the House. The blog I wrote in September on "What An Obama Reelection Would Mean For The US Tech Market Outlook" now becomes the one to focus on. With the balance of political power in Washington now settled for the next two years, those of us who track the tech market will now be awaiting answers to four key post-election questions:

Read more

Categories:

Kindred Healthcare Empowers Sales Reps With iPads And Salesforce.com

Ted Schadler

 

This case study is from TJ Keitt and my social business playbook report, “The Road To Social Business Starts With A Burning Platform.” A social business harnesses mobile technology to empower sales reps in their moments of customer – or in this case, patient – engagement. Here’s the story.

Sales executive Barry Somervell has a passion for arming his team with tools that yield productivity; he believes in the power of technology to transform the selling process. Barry was asked to come into Kindred Healthcare, a $5 billion supplier of post-acute-care services, to energize and modernize its nursing center division's sales process to bring patients into its 224 skilled nursing and transitional care centers. Barry quickly saw that the tools that the "clinical liaisons" carried were lacking. This group of sales professionals, from a clinical or nursing background, needed better ways to collaborate with colleagues and with hospital medical staff to offer the right services to patients about to be discharged and in need of rehabilitation services. You can see Barry and his team in this video.

Read more

Dissecting The Latest Announcements From Cisco And Polycom

Philipp Karcher

Having attended analyst events by Cisco and Polycom in the past month I'd like to share my key takeaways from the announcements for the companies' positions in the videoconferencing and collaboration software markets. 

POLYCOM
CEO Andy Miller called October 8 the "most important day in Polycom history" when the company made a wave of announcements on products it will release over the next six months:
  • Cloud AXIS, a browser-based videoconferencing service promises to simplify connectivity. Videoconferencing in a browser window without the need for any downloads will help promote adoption. It could also make other enterprise videoconferencing initiatives — B2B, desktop-to-room connectivity, and BYOD — easier to achieve. We can see the promise of browser-based connectivity in BlueJeans' introduction of the technology, where it already accounts for 25% of endpoints on calls using the service
  • SVC and multi-stream videoconferencing architecture lower the cost per port. Room-based videoconferencing vendors are under growing pressure to provide alternative deployment options to the expensive transcoding MCU. By supporting the SVC codec as well as interoperability with mainstream AVC, Polycom can offer the best of both worlds. Also, Polycom is using the same flavor of SVC as Microsoft in Lync 2013, maintaining the synergy of a Polycom + Microsoft strategy.
Read more

Lessons From Hurricane Sandy

Andrew Bartels

Like many others in the New York region, I am writing this in a cold, mostly power-less house, without landline telephone or Internet connections. Thanks to the foresight and generosity of a neighbor with a generator, we have an extension cord that is powering the refrigerator and one light, plus charging of various iPhones, iPads, and PCs. With a gas range for cooking and intact house, we are basically engaged in high-class camping, with both the pleasures and discomforts that entails. 

Right now, my only electronic connection to the outside world is through my iPhone, which did provide email through the storm, though cell voice service went missing for 36 hours after Sandy hit. I am writing this on my laptop, which doesn’t have Internet access, because I refuse to write an article like this on the keypad of an iPhone. (Yes, I know, I should have bought the iPad with 3G, but do I really need to spend $600 just for that?) Once I get this written, I will head to the nearby Starbucks and use their Wi-Fi to post this blog. 

What this experience has reinforced for me are four lessons:

Read more

Categories:

Bringing The Public Back Into Public Safety Through Citizen Engagement

Jennifer Belissent, Ph.D.

For some reason public safety has been a hot topic for me of late. I recently presented at ZTE’s Public Safety Summit in Dubai, where there was an audience of public safety officials and telecommunications ministry representatives from the Middle East and Africa. One element of the presentation that sparked interest and audience questions was citizen engagement. 

We often think of public safety in terms of emergency services – police, fire, and ambulance; and, for many people, public safety first conjures up images of the police chasing bad guys – likely the effect of too many TV shows like Cops or Southland. But as I defined it in a previous blog, public safety covers a broad range of issues that touch a city’s inhabitants: crime prevention, traffic control, health services, public infrastructure management, and any of a list of emergency services including those for natural disasters such as earthquakes and flooding or incidents like urban wildlife sightings as well as fire or riots.

In order to better act as the eyes and ears of the city – particularly given the mandate of doing more with less – many public safety organizations are returning to a kind of community policing – through better engagement with citizens. This isn’t a new concept. 

Read more

How Much Time Do You Spend On Business Innovation?

Chip Gliedman

That’s one of the questions we’re asking in our survey of business innovation practices, organizations, and technology use.

For the last few weeks, Forrester has been fielding a survey on innovation (as well as IT organization and IT governance). Do you want to find out how you stack up in areas such as:

- Innovation teams, processes, and funding models?

- Challenges to successful business innovation?

- Use of technology to support business innovation?

You can take this and the other surveys at: https://forrester.qualtrics.com/SE/?SID=SV_56Y0hU6NNIJKwfO (specify "Innovation" up front to go to that part of the survey).

Benchmark data from the survey will feed into our Sustained Business Innovation Playbook. We're aiming to publish the results in December or January. If you're not a client, enter your email at the end of the survey, and we'll share the results with you.

. . . and thanks in advance for sharing your experiences.

Chip Gliedman