艰苦时世、社交技术与创新型的CIO

标签:全球CIO博客

访客:29538  发表于:2012-05-17 14:44:39

艰难的时世再加上高速成长的社交技术,使得具备创新型精神的CIO将迎来一段美好的时光。因为社交网络技术正好可以在艰难的时世中派上用场。

诚然,创新对业务的作用,变得比以往增添了更多的风险性,但如果以往的业务运作得不好时,创新却可能带有更小的风险性。这其实并不难理解,如果你什么也不做就会被击败时,尝试新事物就有了足够的理由。这儿有一个我曾努力过的创意,你可以不需投入多少钱就可以把它付诸实行。利用它可以建立你作为创新型CIO的名声。

Gartner和麦肯锡最近的两项研究都为这个创意的成功提供了基础。下面让我来详细解释一下吧。

Gartner关于2012IT组织的预言中表明,到2015年公司的首席营销官(CMO)将拥有比CIO更多的技术预算。云计算的普及和消费型IT意味着IT组织内部需要进行一场变革,IT组织必须由以往只负责采购和运营IT系统,转变为直接关注整个业务组织的运营和赢利。

麦肯锡则在一篇名为“社交网络技术如何延伸进组织”的报告中,将社交技术定义为社交媒体、SaaS应用、消费级IT设备和云计算的综合体。他们认为许多公司正在试验把社交技术与公司运营系统相整合的方法,但至今为止成功的案例并不多。麦肯锡强调他们并不是关注这些公司如何进行这些试验,而是关注到了这样做的公司比他们的竞争对手获取了更多的利润。

这也正是我想要强调的。眼下,一些公司运用类似于FacebookTwitter或者YouTube一类的社交媒体,主要发送他们的广告信息,但这样做的后果实际上浪费了这些社交媒体的潜在作用。社交媒体真正的潜力在于,可以通过将社交媒体整合进企业内部的信息系统,实现下订单、客户服务、购买或者商业智能等一系列应用。当这一切实实在在地发生以后,实时的双向沟通就在公司和更广阔的价值链或者说是业务生态系统之间形成了。

如此之小的转变却带来了如此之大的创新。

小转变的实质就是:不要再把社交媒体看成是单纯的传播平台,而将其看成是与潜在客户的交互平台。当公司进行这种交互而非单纯的传播时,公司与顾客和业务合作伙伴之间,就建立起了实时的协同、反馈系统。率先应用它的公司将获得更敏感的市场触觉,对机会的把握也就变得更加高效和敏捷。

我来深入解释一下这是如何发生吧:我拿一个批发商来举例,你可以根据公司的实际情况而在此基础上进行调整。

全文如下:

The combination of tough times plus the spread of social technology makes this a great time for the CIO who has some innovative ideas about how to use the latter to respond to the former.

Sure, innovation is more risky than business as usual. But when business as usual isn’t working so well, then innovation is actually less risky – because you know you’re going to get clobbered if you do nothing – so there is every reason to try something new. Here’s an idea I’ve been working with. You can put it into practice quickly without spending a lot of money. Use it to build your reputation as an innovative CIO this year.

Innovators Harness Trends and Turn them into Solutions

Two recent studies from Gartner and McKinsey provide the foundation for this idea. Let me explain.

Gartner, in their top predictions for IT organizations in 2012, says by 2015 more than a third of IT spend will happen outside the IT budget and the chief marketing officer (CMO) could well have a bigger technology budget than the CIO. They say the spread of cloud and consumer IT means in-house IT groups will need to change from traditional functions of purchasing and operating IT to something more directly related to how the company operates and makes money.

McKinsey, in a study titled “How Social Technologies are Extending the Organization”, defines social technology as the combination of social media, SaaS apps, consumer IT devices and cloud computing. They say lots of companies are experimenting with ways to integrate social technology into company operations, but only a few so far are figuring out how to make it work. They don’t say how these few are doing it, but they say those companies that are report improved operating margins – they’re making more money than their competitors.

Here’s how I see it. At present companies use social media like Facebook and Twitter and YouTube mostly to deliver advertising messages, but that misses their real potential. The real potential is to combine social media with relevant in-house systems like order entry, customer service, purchasing and business intelligence. When that happens, real-time two-way connections are created between companies and the wider value chains or business ecosystems that they operate in.

Big Innovation comes from a Small Shift

The small shift is this: Stop seeing social media as a way to broadcast or “talk at” people; use it as a way to communicate or “talk with” people. When companies use social media for two-way instead of one-way communication with customers and business partners it creates a real-time collaboration and feedback system that did not exist before. Companies can sense and respond to new opportunities faster and more effectively.

Here’s how this can happen. I illustrate the idea with a wholesale distribution company; you can modify it to fit your situation.

Let’s imagine a wholesale distributor called Super-Duper Company invites the companies (not the individual people) it does business with to friend it on Facebook. Its suppliers and customers friend Super-Duper on Facebook and then they all use Facebook to create a multi-media real-time collaboration platform (it will cost almost nothing to set up and operate) to work together on a daily basis.

People in all these companies can now communicate with each other and share text, pictures and video to plan and coordinate new sales campaigns, or educate customers on new products, or handle any number of customer service activities. The diagram below shows how it works.

Once the Super-Duper Company has created a social business network like this, the next step is to connect selected social media apps with relevant internal systems at the company. This is illustrated in the next diagram.

This social business network offers big benefits. People already know the user interface for these social media platforms so the learning curve is not hard. The new social business network you just created will run on all sorts of mobile devices like iPhone, Android and iPad, and will stay current as new devices come out because the social media vendors (Facebook, Skype, Twitter etc.) do that job for us.

Social media has well defined application program interfaces (APIs) so it is a straight forward task to connect them to relevant in-house systems and to company web sites. And because the data sent to and received from these social media applications is well defined, companies can apply appropriate security screening to the data as it moves back and forth through these APIs.

Remember, people on this network are not just chatting with each other to while away the time, instead they are enthusiastically engaged with each other to collaborate on a daily basis to accomplish specific goals that are important to their different companies. This use of social technology is a big part of how the new game of business will be played and how success will be achieved.

You can put this idea into operation quickly (use an agile approach with 30-day iterations). It won’t cost much. Get the first version into operation in 30 - 60 days. Then see what people say and what happens next. You can take this basic architecture in any number of directions as events unfold.

They’ll call you innovative. Tell them you planned it that way.

评论(8)

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    1. jaty0817 传播媒体一直都是各种企业的潜在客户。

      回复[0] 2012/06/07 12:14

    1. 张利华 把社交技术与公司运营系统相整合 我觉得科学网和E行网就是如此,特别是E行网...

      回复[0] 2012/05/19 21:02

    1. 贺志刚 没感觉是艰难时世,IT技术又一波热潮呀

      回复[1] 2012/05/18 14:32

    1. 范云佳 不选尖端技术,只选成熟的适合技术。企业IT和IT企业是有本质不同的

      回复[0] 2012/05/18 12:18

    1. 贺志刚 首席创新官?CIO?

      回复[0] 2012/05/18 09:46

    1. 岳占仁 把企业内外部流程和沟通全部通过社交网络来承载?是不是太过理想化了?anyway,这种可能性还是存在的,对于特定行业特定企业来说。

      回复[0] 2012/05/17 18:18

    1. 姜稳 各位CIO们,都来关注一下吧!@耿峰 @何雪峰

      回复[0] 2012/05/17 16:21

    1. 邹震 IT的转变,在我们看来往往是要投入巨资,而企业真正需求的,却是花小钱办大事。所以,关注社交技术吧

      回复[0] 2012/05/17 16:18

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