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Majority of Irish students favor use of private devices and Facebook…

What will companies say if employees want to bring their own devices to work? How about security issues and support opportunities for companies? A real challenge for the future when we look at an Irish study that interviewed 164 students in secondary school and at third level in order to understand how this generation is communicating these days.

The study by IT distributor Data Solutions on behalf of Blue Coat Systems shows that more than 60% of young people expect their employers to allow them to use their own personal devices (i.e. smartphone, laptop, etc.) for work purposes in the future.

The argumentation behind their expectations are obvious: They know how to use our private devices, so they don’t need to learn new technology which saves the company time and money. The challenge for companies will be to establish a set of new policy and security guidelines, as well as data safety and storing options.

“More than 85% of the students surveyed own or have access to a laptop, and almost 40% own a smartphone. This facilitates the trend towards ‘bringing your own device’, and every business is going to have to learn to accommodate this trend while ensuring security (…) When today’s students enter the workforce they will be completely in tune with the new ways of communicating and collaborating online, as most are already using social networking sites, blogs, Skype or instant messaging. Employers now need to look at new ways to facilitate their needs and expectations.” Michael O’Hara, Managing Director, Data Solutions

The study also shows the bluring use of email comunication. 75% of Irish students favor social networking sites like Facebook as their main channel for communicating online these days. Just 6% prefer to use email.

Spot On!
The study findings illustrate that social media sites continue to be on the rise in popularity, and it indicates how older traditional online communication tools like email become less attractive. When 88% have a Facebook account, it is not surprising that they are not swappping to Outlook anymore when communicating with each other, not matter if business or private. And it seems that this will have the same effect on the hardware and devices they want to use. Maybe we just need a separate login on our computers in the future? What is your view on this development…?

Study: C-level executives still unsure how to leverage Social Media for business growth

It seems to be a love and hate relationship: Executives and Social Media. On the one hand, companies see how critical a social business strategy is for their business. On the other, they still don’t know how to harness the value of the new modern media landscape and the feedback channel online world. This is the insight we get from a survey of C-level executives conducted by Harris Interactive for Capgemini.

The findings, which are part of Capgemini’s Executive Outsourcing Survey, were published with their launch of the social media management service. The survey asked 302 senior executives at Fortune 1000 companies.

The question where to position Social Media inside the company seems to be omnipresent: Marketing? Customer Service? Corporate Communications? Or really change the company to become a social business operation? Does someone have a crystal ball? More than half say that Social Media is a part of their company’s customer care operations. However, 64% of those responded that it is a pure responsibility of their social media marketing department.

Surprisingly enough, 74% executives stated in the study they were not even sure how many employees are dedicated to customer care via the Social Web activities of the company. The value of Social Media can be seen by 57% of responding executives who think that it is “inviting customer input on product and services, lead generation, responding to complaints, internal reporting, and measuring customer satisfaction.”

And it is best to forget the 13% who still believe that Social Media is not important for future success of the company.

Spot On!
The attitude from executives towards Social Media also describes the fact that less than half of executives (41%) are monitoring online conversations about their brand, product and/or services. They only respond to an online conversation when a customer poses a direct question, representing a significant missed opportunity for companies to proactively solicit feedback and enhance the customer experience. The ooportunity to engage with the customer is there but executives (and probably their management teams) need to embrace the opportunity and change their business into a social business strategy and align it with their web strategy team.

News Update – Best of the Day

Although the mobile hype is massive, there are studies that question the power of smartphone mobile advertising and it’s efficiency. A new research from YouGov shows consumers accept placements as part of their day-to-day mobile experience but consider them intrusive (79%) and tend to ignore them altogether. Only 5% think mobile ads are a good idea and welcome them. However, the general apathy smartphone users have toward seems to equal ignorance: 88% ignore ads on applications and 86% have ignored placements on the mobile internet.

The security company Imperva released a study that states “web applications, on average, experience twenty seven attacks per hour, or roughly one attack every two minutes.” Imperva monitored 10 million attacks between December of last year and May of this year “targeting 30 different enterprise and government web applications.” Of the 27 attacks per hour most of them are trying to identify vulnerabilities on websites. If a vulnerability is found, attacks can increase to 25,000 per hour which would be seven attacks per second.

What is the future of Twitter? During a keynote interview at Fortune BrainstormTech in Aspen, Twitter CEO Dick Costolo gave insights in his vision of the company’s business model.

PS: Just in case you ask why Twitter is cool, Steven Winterburn has got the answer: “”Twitter is like a fridge. If you’re bored you keep opening & closing it every few minutes to see if there’s anything good in it.”

Study: More companies succeed in recruiting via social networks

Social Media is becoming the new talent aquisition tool for companies. A recent study by Jobvite states that almost 90% of companies are planning to use social networks to find job candidates. This is an increase of 7% to last year. Two thirds of employers said they had successfully filled a job position via social networking.

The study that polled 800 human resource staffers and headhunters in the U.S also illustrates the importance of personal branding which I proclaim for years now – also with the vision of a personal scoring index. Job seekers should understand the importance of having an active profile on sites like LinkedIn, Facebook and Twitter. However, this is essential and career benefitial, the study also warns that what you say and do on those sites has an impact on your career.

Running the survey in their fifth year, Jobvite is seeing a steady increase by employers in the use of social media.

“Employee referrals are the highest quality hires. (…) They last the longest, have the best match with expectations, and churn the least.” Dan Finnigan, CEO, Jobvite

According to Jobvite’s own client data, 70% of companies examine candidates’ social media profiles after getting a referral. Which means you never know who is checking your latest party pictures and how much you ruin your reputation by updating embarrassing information

“Don’t post any picture, say any words or take any actions that you wouldn’t want your grandmother to see,” advises Finnigan.

Some interesting finding shows that Facebook is not the main place to look for job candidates. However, LinkedIn went up from 78.3% to 86.6% (inclusive of all possible usage like search, job postings, etc.).

Having said that, Jobvite also asked their own customers how many actually hired staff using social referrals from various social networking sites. 43% of referrals that resulted in hires came from Facebook versus 41% from LinkedIn and 16% from Twitter.

Spot On!
For the Social Society in which we are living social engagement become an asset bonus but also a challenge for job seekers. Today, it is still difficult to understand for many recruiters why you have a personal brand. In the future, this will change and show your affinity to a topic, to brands and to modern business tactics. People might be addressed or recruited by younger hiring managers who are more tolerant of social media failures or side steps but the more senior a position gets, the pickier recruitment managers are getting.

How do you see the future of personal branding and how recruiters are checking your capabilities via social networks?

Study: Will the traditional office be extinct by 2021? Yes, say 58% of UK workers…

Rainer Sturm / pixelio.de

How long will we continue working in traditional offices? How long is commuting still a must to keep a good job? A question that I got asked quite often in the last months. My view is, it won’t take another decade to understand that there are several ways to establish a new and more efficient work-life balance instead of commuting in the office every day. However, I see many challenges for our social society when thinking about jobs and social engagement

A recent study by Virgin Business Media now shows some similar insights. It states that 58% of U.K. workers think offices of today will not exist in ten years’ time. The study was commissioned to celebrate the tenth anniversary of the British sitcom The Office (basis for the U.S. show).

The findings are based on a research that surveyed 1,000 U.K. workers that gave feedback on how their working lives have changed over the last ten years, and how they expect them to change over the next ten years. It has to be said that it was predominantly based on the impacts of technology…

Working remotely will be the new trend. Commuting and traditional offices will be out soon. At least that is what UK workers predict: 56% of respondents are not seeing themselves commuting in 2021 like they do today. An impressive 83% respond that technology enables them to become more productive in the last ten years. Productivity in the future means (62% say so) they would use just one device to handle both their personal and work life in ten years’ time.

The question will be if people will want to work from home, or prefer to continue commuting. Having someone to talk to, not being forgotten and having a need to show somebody that you are really “at work” might be reasons against the future outlook with no traditional offices space.

Spot On!
In May a report from Regus and Unwired called VWork: Measuring the benefits of agility at work makes clear that only 12,3% of respondents want to work from home. It will be interesting to see whether companies offices will extinct, or if companies will give their employees money to find coworking space (like the car allowance concept), or if they host coworking space (in order to recruit new people…). The virtual office will be the future for many people. I just can see lawyers, controllers or HR people who might need their traditional offices. The rest will be able to work remotely… It is more flexible, more agile for marketing, sales and business development, and people are motivated to have more meetings.

Would you agree? Do you see this development as dangerous? What is your view on the extinction of office space?

Study: Social Business is critical to future success

Jive Software recently published a study that unveils how social software is increasingly perceived as a strategic executive imperative in the enterprise. Surprise? No. Jive is a provider of social business technology and commissioned the study, which was conducted by Penn Schoen Berland and asked 902 U.S.-based knowledge workers.

The three key finding can be summarized as…
– Social strategy will be critical to the future success of businesses.
– App Stores are gaining traction in the enterprise
– Email usage is growing but is not solving communication challenges in the enterprise

So, what are essential facts from the study…?

Enthusiasm for social software in enterprise is high according to the study. 96% stated that social software adds value to at least one key performance indicator with 67% claiming it would improve customer engagement. 57% even believing it would increase sales or revenue. Two-thirds (66%) of executives responded social software represents a fundamental shift in how companies work and engage with customers.
However, only 17% of the same executives reported being ahead of the curve in this area. So, obviously web business strategy is not where executives think corporate culture should be. And that is although 83% of executives leverage at least one social network for work use.

Reference marketing is becoming essential and social software will play a big role in the future of purchase decisions. 54% of millennials said that they are more likely to rely on and make purchase decisions from information shared via personal contacts in online communities versus 33% more likely to use information from “official” company sources.

Obviously the study also finds that mobile is growing. App stores are gaining tracion in the enterprise and 74% of executives are indicating interest. The reason i salso mentioned in the study. 92% of executives and 82% of millennials believe that work-related web-based apps greatly or somewhat increased their productivity.

As a final finding, the study states the growing use of email which the bloggosphere is evaluating as a weak collaboration tool for a while. The study agrees here. 89% of executives, 88% of millennials and 76% of general knowledge workers believe that they and their teams would be more productive if they could dramatically reduce the time spent writing and reading emails. Seventy-three percent of executives, 73 percent of millennials and 64% of general knowledge workers agree that social platforms will fundamentally change the way people share, connect and learn at work and with companies.

Spot On!
The study obviously favors the benefits of social software (it is a Jive USP). Some weeks ago, an IBM study took a step ahead and looked at the way executives have to challenge SocialCRM in the future and what their main fields of activity are at the moment.

So, if knowledge management in companies via social software is seen to have client engagement potential to improve business objectives, executives should have a close look at the following numbers and think about how (and how long to wait) to implement social software in their business processes: 73% of execs and millennials and 64% of general knowledge workers agree that social platforms will fundamentally change the way people share, connect and learn at work and with companies.

dmexco 2010 – Flashback in Tweets & Quotes

The main message of the dmexco 2010 can be concluded as follows…

Marketers have to face the fast dynamics of a changing advertising industry. The new topics they will be tackling in the future are predictive behavioral targeting, multiscreen targeting, augmented reality as well as mobile device advertising and … of course Social Media.

Facing the social web challenge, this means marketers have to look for conversation with their clients, whilst still being authentic, honest, human, friendly, open, conversational, responsive. Business relevant topics are not meant to cross their minds such as contact management and generation, quantitative ROI measurement or sales-driven aspects – and I am not even talking of lead nurturing. At least from a social media user-perspective…

Respect to all marketeers who can make this challenge happen in the future!

My flashback…?
Doing the co-moderation of the conference program was a very exhiting and interesting job. It gave me the opportunity to talk to great marketers (Sidney Mock, Spil Games and Manish Mehta, Dell Inc.), real thought-leaders of the Internet industry (Russell Buckley, AdMob Inc. and Tom Bedecarrè, AKQA) and just fabulous web personalities (Harry Huj, Pepsico Investment and Dean Donaldson, Mediamind).

As there was not much time to look around the halls and the booths, I would like to summarize the event with the 10 tweets and quotes that represent the value, the mood and the atmosphere of dmexco from my perspective.

Future
1. dmexco 2010: The vision of the leaders http://bit.ly/bRyrlQ via @MkDirecto

Augmented Reality
2. Never heard of “augmented reality”? Check out the Museum of London case study http://bit.ly/aucZ4Y via Kaizenadv

iPad
3. Study #iPad Effects: “80 per cent use the iPad predominantly at home” #dmexco #research (translated) via tomorrowfocus

Gaming
4. Sidney Mock, Spil Games, counts 650 million online gamers worldwide via dmexco (More gamers than Facebook users…).

China
5. Harry Hui (Pepsico): “Los consumidores chinos se mueven a otro ritmo”. http://bit.ly/czFA8x via lpittol85

Social Media
6. Great interview with @ManishatDell (my boss) about the value of social media for #dell from the dmexco conf. http://bit.ly/9pjxaF via DennisMSmith

Facebook
7. Joanna Shields: “Marketing develops from a one night stand towards constant connection and ongoing conversations.” #dmexco #Facebook via dmexco

Mobility
8. Dean Donaldson shows the relativity of the mobile progress, reading out a SMS he received during the Mobile Debate. It tells him how expensive roaming is and explains how ISPs limit mobile opportunities like in the AOL age some years ago.

Future Media
9. The future of the media is mobile. Shame *none* of the world’s design/PR agencies have realised: http://cot.ag/dolCIO via Adam Westbrook

Summary
10. Tom Bedecarré, #AKQA, is excited about #dmexco: “What a high energy event with so many people!” via dmexco

Spot On!
After sharing my view, I would appreciate to get your ideas and thoughts. What did you think of dmexco 2010? How did you like the conference program or the debate hall concept? What was positive and negative? Did any of you use the blogger lounge? If so, what did you like or miss? Looking forward to your feedback…

PS: Next dmexco?: Cologne, September, 21. and 22, 2011 !

Foto Credits: Horizont

News Update – Best of the Day

About a year ago, a Robert Hall study showed that 55% of CIOs don’t allow the access to social networking sites like Facebook and Twitter. This year’s study shows that the IT policies are changing to stricter guidelines…
– 38% have implemented stricter social networking policies regarding personal use of social media sites
– 15% have become stricter regarding business use
– 17% have become more lenient

Strategy& published its “Marketing Media Ecosystem 2010” report which sees a significant necessary change away from a “traditional marketer/client – agency – media company structure” to an economy that needs to change the pace of adopting new marketing tools towards a new marketer to end user relationship.

The key findings show the relevance of reference marketing…
– 88% agree the speed of marketing execution will become more important due to digital
– 80% believe insights into consumer’s digital behavior and related targeting will become more important
– 55% of users see consumer recommendation more important than pur brand knowledge
– 59% lack sufficient experience with digital/online media
– 51% do not have adequate senior support for digital

This commercial from Jack Rabbit Beer might be made for male humor. But it is more the chronology of the narrative time that makes it funny.

News Update – Best of the Day

daily1Sponsorships on retail sites are more likely to convert into sales than clicks on organic search engine results… and visitors will spend more. This is what a new study by Engine Ready.

Another breaking deal is done! Facebook buys Friendfeed… and by doing that also a great real-time search-engine. Twitter refused a deal with Facebook some time ago and said ‘No!’. Now the question is if this was a strategic mistake? Or if their amangers hope for Google to buy Twitter. The future will tell us more…

As usual a very cool commercial video on ‘drugs and driving’ (just in German available but still easy to understand for the world)…

Study: Agencies moving to slow for consumers?

If we can believe in a recent study ‘Beyond advertising: Choosing a Strategic Path to the Digital Consumer‘ by IBM Institute for Business Value, then ad agencies are years behind in catching up to digitally savvy consumers – although consumers are moving their media consumption online more quickly than anybody could have expected.

Now, despite the difficult economic climate there are some good news for the digital industry: IBM’s study states that interactive, measurable formats will be expected to account for 20% of global ad spending by 2012. The interviewed CMOs said they will increase interactive and online marketing spending in 2009 while 63% while 65% will decrease on traditional advertising. Generally speaking, the same trend that we acknowledged from the latest CMO report.

So, what are further interesting findings? Between 2007 and 2008 the proportion of consumers answering they used social-networking tools went up to 60% (from 33%). It even doubled for for online and portable music services to 46% and almost tripled for mobile internet. And believe it or not, the access to mobile music and video quadrupled to 35%.

Seeing these numbers, it is surprising that 80% of the interviewed ad executives forecast the industry to be at least five years away from being able to deliver whatever might be necessary in terms of cross-platform advertising, encompassing sales, delivery, measurement and analysis.

The problem seems to be the agencies according to study co-author Saul Berman, IBM global leader, strategy and change consulting services. Agencies need to identify and keep pace with the value shift in order not to loose out the same way the music industry did, he summarizes.

“To succeed — especially in the current economic environment — media companies will need to develop a new set of capabilities to support the industry’s evolving demands which include micro targeting, real-time ROI measurement and cross-platform integration,” said Saul Berman, IBM Global Leader for Strategy and Change Consulting Services, and co-author of the new study. “Now is the time for companies to move quickly to become more effective with their assets and build for the future.”

Spot On!
Watching the last decade, companies and agencies followed their customer audience and pushed their budgets to more interactive, measurable formats such as the internet and mobile (gaining 20% of the overall spend). This is not surprising as digital advertising enables advertisers to measure more effectively campaign success to prove the value of their budgets.

In terms of platform owners it shows that these need to identify new opportunities to monetize new consumer experiences before it is too late like the music industry has shown. The options are obvious: value of content, visual goods sales, value-added services plus hardware or software offerings.

For this study IBM conducted 70 interview sessions with global industry execs and surveyed more than 2,800 consumers in Australia, Germany, India, Japan, the U.K. and the U.S.