Feeds

Germany leads global enterprise social push

It's all in the process, Mein Herr

High performance access to file storage

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.” ®

Top three mobile application threats

More from The Register

next story
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Record labels sue Pandora over vintage song royalties
Companies want payout on recordings made before 1972
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Ex–Apple CEO John Sculley: Ousting Steve Jobs 'was a mistake'
Twenty-nine years later, post-Pepsi exec has flat-forehead moment
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
Number crunching suggests Yahoo! US is worth less than nothing
China and Japan holdings worth more than entire company
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.