The Social Executive Research Prospectus
 

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The Community Roundtable is initiating research around the executive decision making process and adoption journey with regard to social technologies. We are soliciting participants and sponsors for ...

The Community Roundtable is initiating research around the executive decision making process and adoption journey with regard to social technologies. We are soliciting participants and sponsors for this research.

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The Social Executive Research Prospectus Document Transcript

  • 1. The  Social  ExecuAve TM   ENGAGEMENT  |  PRIORITIES|  VALUE   TheCR  Research  –  Fall  2012   WWW.COMMUNITY-­‐ROUNDTABLE.COM  ©The  Community  Roundtable  -­‐  2012  
  • 2. The  Social  ExecuAve™   The  Community  Roundtable  is  in  a  unique  posiHon  to  understand  the  social  business  transformaHon  going   on  within  organizaHons  through  our  work  with  companies  like  SAP,  Aetna,  CSC,  AT&T,  Google,  CA   Technologies,  Ernst  &  Young,  Johnson  Controls,  Nike  and  many  more.   While  a  great  deal  of  progress  has  been  made  in  the  social  business  space,  execuHves  vary  widely  in  their   engagement,  expectaHons  and  prioriHes.  One  of  their  main  challenges  is  having  a  clear  understanding  of   the  business  value.  This  confusion  makes  it  hard  for  social  business  teams  to  make  progress,  for  partners   to  posiHon  the  business  value  and  for  the  market  to  develop  to  its  esHmated  $1.3  trillion  potenHal   (McKinsey  Study,  7/12).   The  Social  ExecuHve™  study  is  designed  to  help  be`er  understand  the  level  of  execuHve  engagement,  how   they  are  seang  prioriHes  and  the  value  they  expect  from  social  business.  Research  topics  include:   1.  Perceived  value  of  integraHng  social  as  an  enabler  of  the  overall  business   2.  Triggers  for  interest,  engagement  and  prioriHzaHon  of  social  business  iniHaHves   3.  ExpectaHons  for  current  and  future  resource  allocaHon   4.  OperaHonal  strategies  including  funcHonal  prioriHes  and  use  of  partners   Study  Methodology   The  Social  ExecuHve™  study  will  be  conducted  in  two  parts,  a  qualitaHve  interview  targeHng  30-­‐40   execuHves  and    a  quanHtaHve  survey  targeHng  250+  execuHves.  The  goal  is  to  understand  how  execuHve   behaviors  change  as  they  understand  and  use  social  approaches  using  the  following  framework:   Traditional Piqued Experimental Social Networked  Command  and   TesHng  the   Commi`ed  to  a   Engagement   Social  business   control.   waters.  Not   few  social   with  key   is  integrated   Primary  modes     supporHve  of   acHviHes,  but   stakeholders   into  the  DNA  of   of   the  use  of   most   via  new  social   doing  business   communicaHon   social  as  a   communicaHon   channels.   with  all   are  in  person,   viable  soluHon   sHll  occurs   Beginning  to   consHtuents.   phone  &  email.   for  business.   through   see  correlaHon   OperaHons  are   No  use  of   Silos  and  not   tradiHonal   between  social   opHmized  for   many-­‐to-­‐many   connected  to   channels.   acHvity  and   collaboraHon   communicaHon   the  business   Seeing  quick   business   and  innovaHon.   tools.     workflow.   wins.     results.  ENGAGEMENT|  PRIORITIES|  VALUE  
  • 3. The  Social  ExecuAve™  Report  Findings  The    Social    ExecuHve    study    is    oriented    around    the    journey    execuHves    take    from    when    they    become    aware      of    the    opportuniHes    associated    with    social    business    to    when    and    how    they    execute    on    that    opportunity.        Why  •  What    is    the    trigger    for    interest    in    social    approaches?        •  What    are    the    triggers    for    investment?        •  What    is    the    trigger    for    personal    parHcipaHon?  What  •  What    strategic    changes    are    execuHves    employing    because    of    market    trends?        •  What    are    the    short-­‐-­‐-­‐,    medium-­‐-­‐-­‐    and    long-­‐-­‐-­‐term    goals?        •  What    expectaHons    do    execuHves    have    about    the    investments    required  to  use  social  approaches?  When  •  How    big    of    a    priority    is    social?        •  When    do    execuHves    expect    certain    goals    to    be    achieved?        •  When    do    execuHves    feel    it    is    worthwhile    for    them    to    engage?  How  •  How    does    a    social    approach    support    business    strategy?        •  How    will    business    goals    be    achieved    and    with    what    tacHcs?        •  How    do    execuHves    parHcipate    personally?    How    do    they    plan    to?  Who  •  Who    is    responsible    for    social    approaches    at    the    execuHve    level?        •  How    have    responsibiliHes    been    delegated    with    regards    to    social?  By    connecHng    the    dots    between    execuHve    awareness    and    operaHonal    expectaHons    we    will  provide    a      rich    picture    of    the    evoluHon    of    a    tradiHonal    execuHve    to    a    social    execuHve    –    exploring    opportuniHes    and      challenges    along    that    path.  ENGAGEMENT|  PRIORITIES|  VALUE  
  • 4. Target  Phase  I  Research  ParAcipants  In  the  first  phase  of  The  Social  ExecuHve  research,  we  will  be  targeHng  40-­‐50  C-­‐level  and  VP-­‐level  execuHves  represenHng  the  following  organizaHons,  as  well  as  others,  for  hour  long  interviews:   Aetna   Babson   Fidelity     Houghton  Mifflin   State  Street  Bank   Harcourt   American  Cancer   Booz  Allen  Hamilton   Google   Mercer   TD  Bank   Society   Amica   Bristol-­‐Myers  Squibb   GSA   Procter  &  Gamble   TSA   Ashoka   CA  Technologies   Hanover  Insurance   Rackspace   US  Department  of   EducaHon   AT&T   Cisco   Harvard   Red  Hat   US  Department  of   State   Autodesk   CSC   Harvard  Pilgrim   SAP   Health  Care  The  interviews  themselves  will  be  kept  confidenHal  and  the  research  results  will  be  anonymous  except  in  the  case  of  specific  case  studies,  which  will  be  reviewed  with  those  organizaHons  that  are  profiled  before  publicaHon.  Benefits  for  Phase  I  Research  ParAcipants  In  exchange  for  parHcipaHng  in  this  groundbreaking  research,  execuHves  and  their  teams  will  received  the  following:   1.  Consolidated  research  findings  along  with  the  public  research  summary   2.  An  execuHve  research  pack,  including  an  annual  subscripHon  to  TheCR  Focus   3.  An  invite-­‐only  research  briefing  for  all  execuHve  parHcipants  in  the  study   4.  Market  recogniHon  of  your  organizaHon’s  progress  in  the  emerging  field  of  social  business  This  research  will  help  to  advance  the  market’s  understanding  of  how  execuHves  connect  broad  social  media  trends  with  specific  impacts  and  implicaHons  for  their  business  and  career  and  we  hope  you  are  interested  in  contribuHng.  ENGAGEMENT|  PRIORITIES|  VALUE