Television reached the 50M spectators mark in 13 years. The Internet 50M subscribers in just 3 years. It took Facebook one year only to attract 50M users and Twitter overcame the same threshold in no more than 9 months. No longer a fad, Social Media has been entering our life at a faster rate than any other media in history reaching the humongous number of 1.5B social networking users in the world. The net result is that 80% of the online population actively uses web 2.0 services to satisfy its most human need: identifying, connecting and sharing at scale with individuals with common characteristics, interests, and needs.
Such widespread new social behaviors clearly introduce new opportunities for enterprises and yet, according to McKinsey, in the era of uber-connected and empowered customers only 3% of organizations consider themselves fully networked for their ability to leverage social technologies to achieve business benefits across their entire ecosystem of employees, customers and external partners.
Why is this then so hard to direct an apparently natural human tendency to business benefit? Which cultural, organizational and technological obstacles stand in the way to a new era of business profitability? How do we best address them?
In this second video interview from the Social Business Forum, Christian Finn (Senior Director, WebCenter Product Management at Oracle) shared his vision regarding the social business journey by covering both the barriers preventing companies from gaining maximum result derived by people participation and provided valuable first-hand recommendations on how to overcome such hurdles. Touching upon a variety of topics such as putting collaboration in the context of processes, building trust, rethinking the end-to-end customer experience, taking advantage from conversational marketing and peer to peer communities, Christian shares both strategic and very pragmatic insights on how to go from social media hype to relevant business outcomes.