Feeds

Germany leads global enterprise social push

It's all in the process, Mein Herr

Build a business case: developing custom apps

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.” ®

Boost IT visibility and business value

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Fast And Furious 6 cammer thrown in slammer for nearly three years
Man jailed for dodgy cinema recording of Hollywood movie
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Call of Duty daddy considers launching own movie studio
Activision Blizzard might like quality control of a CoD film
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?