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.
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
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
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