IBM's 2014 Social Business Outlook: From 'Liking' to Leading

By Darryl K. Taft  |  Posted 2013-12-10 Print this article Print

Looking back, 2013 has been the year of social business. It has evolved from a tool for students and teens to connect with one another, to become an integral player in our daily lives—with a profound effect on society and the business landscape. Couple this with the explosion of mobile devices, the power of analytics technology and new cloud delivery models, and the result is a perfect storm of industry trends that make 2014 the year that businesses can move from "liking" to leading as they look beyond social media to see how social technologies drive real business value. From marketing and sales to product and service innovation, social is changing the way people connect and the way organizations succeed. Nowadays, becoming a leader in a particular marketplace means using social solutions to drive cost savings, increase revenue and cultivate competitive advantages. IBM has been playing hard in the social business arena in the last year or so. In this eWEEK slide show, Scott Hebner, IBM's vice president of social business, offers bold predictions for what we can expect to see in social in 2014.

  • IBM's 2014 Social Business Outlook: From 'Liking' to Leading

    by Darryl K. Taft
    1 - IBM's 2014 Social Business Outlook: From 'Liking' to Leading
  • Social Business: Not Just About Collaboration

    Social is no longer just about collaboration; it's about unlocking the engines of collective knowledge, differentiated expertise and rapid learning. Social enables businesses to break down organizational and hierarchal silos and barriers. It provides employees an opportunity to share knowledge and locate expertise. In 2014, we'll see social transform into an organization's enablement and learning platform.
    2 - Social Business: Not Just About Collaboration
  • Social Business' New Role

    Social's new role will be helping to build a smarter enterprise. For example, doctors at Boston Children's Hospital are already moving in this direction with social; physicians across the globe are sharing peer-reviewed training videos and on-demand curricula to demonstrate the latest life-saving techniques in child care, building an ecosystem of well-trained health care professionals.
    3 - Social Business' New Role
  • Tapping Behavioral Data to Drive Decision-Making

    In the past, business has relied on instrumented data—machine-generated data—to help drive decision-making. With the emergence of social and all the activity taking place over social networks, both internal and external, we now have access to behavioral data that is allowing organizations to analyze sentiment, and listen and learn from customer experiences and behaviors.
    4 - Tapping Behavioral Data to Drive Decision-Making
  • The Rise of the Individual and "Marketing as a Service"

    For most organizations, social networking has been a marketing machine, providing the ability to build armies of advocates for your brand. As we enter into the next phase of social, it will be less about how many "likes" you can get and more focused on the quality of those likes and who is doing the liking. Looking at customers as individuals instead of segments, marketers will now be able to deliver personalized experiences customized to individual or community needs.
    5 - The Rise of the Individual and
  • Social Takes on Talent Management

    Similar to how marketers will personalize consumers' experiences, human resource departments will also begin to capitalize on the power of social by integrating it into their human capital management systems in order to deepen loyalty and engagement with employees. In 2014, we'll begin to see organizations tapping social and behavioral data to better understand what is important to employees, what motivates them, why they stay with an organization and much more.
    6 - Social Takes on Talent Management
  • Customer-Activated Social Enterprise to Drive Innovation

    For the past several years, social has been laser-focused on internal collaboration or pushing out messages to clients and partners. In 2014, enterprises of all types will open up to customer influence, pioneering social and digital innovation and building engaging customer experiences. We'll see workplaces and marketplaces fusing together like never before; enterprises will be thinking and acting differently in the context of social.
    7 - Customer-Activated Social Enterprise to Drive Innovation
  • True Convergence

    This coming year will bring the true convergence of social business, big data, the mobile workforce and cloud computing as "business as usual." An organization's social business platform will become the universal foundation for how the enterprise works and engages in the marketplace. The platform should enable self-service, have process integrity and be accessible any time, any place.¬†As organizations consider which platforms to build their social businesses upon, they will want a platform that is based on SMAC—social, mobile, analytics and cloud.
    8 - True Convergence

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