Feeds

Germany leads global enterprise social push

It's all in the process, Mein Herr

Top 5 reasons to deploy VMware with Tegile

German firms were hailed as the surprise global leaders in social business, according to a panel of industry experts who emphasised the importance of process, measurement and cultural fit in enterprise social programs.

IBM’s VP of social business evangelism, Sandy Carter, told attendees at the Social Media Matters conference in Hong Kong on Friday that it’s the highly process-oriented nature of German businesses that makes their social projects so successful.

She gave the example of pharmaceutical company Bayer, which wrapped social media into its patent creation processes and apparently witnessed a snowballing of innovation and collaboration which led to a 15 per cent increase in the number of patents it generated.

Measuring return on investment, whether it’s internally or externally focused, is equally important to the success of corporate social media programs, even if it presents challenges, Carter added.

“It’s still early days but you have to measure what you can. Do like the Germans and measure your processes before and after,” she said.

Business leaders and CIOs were also encouraged to be honest with themselves because for some organisations there simply won’t be a tight enough cultural fit to ensure success with certain social projects.

“You need a culture which is accepting of ideas from any level of the organisation and not a lot of companies have that today,” said Carter.

Cisco’s VP of marketing for APAC, Japan and Greater China, Sabrina Lin, explained the problems that can occur when corporate culture and other pressures negatively impact social engagement programs.

“It can be a resourcing nightmare,” she said. “At one point half of our microsites were not updated for 12 months and no-one noticed. You need to proactively end-of-life these things.”

Former Yahoo! VP, Ken Mandel, who’s now APAC MD of recent Salesforce acquisition Buddy Media, argued that organisations serious about social need to make it easier for all of their knowledge workers to upload content to the web quickly and easily.

“A micro site with no fresh content is like a conversation with one person not saying anything,” he added. “You shouldn’t have to go through a four day process.” ®

Internet Security Threat Report 2014

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
In the next four weeks, 100 people will decide the future of the web
While America tucks into Thanksgiving turkey, the world will be taking over the net
Microsoft EU warns: If you have ties to the US, Feds can get your data
European corps can't afford to get complacent while American Big Biz battles Uncle Sam
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.