I’m behind on writing a bit as I’ve just returned from Norway and before that, Dreamforce in San Francisco. It was my first time attending and speaking at Dreamforce and to be honest, I was completely taken back by the extravagance of it all. With Keynotes from heavy hitters such as Sir Richard Branson, Jeff Imelt and even Colin Powell, not to mention entertainment provided by the Red Hot Chili Peppers—I can only estimate that the event cost tens of millions to produce.
Salesforce also made good on what many observers were already suspecting—it has begun to package and consolidate acquisitions of social platforms Radian 6 and Buddy Media into what’s now known as «Marketing Cloud» moving forward. Shel Israel shrewdly views this as a pivot to catering to CMOs as part of the strategy to convert an enterprise to «social enterprise» and in short follow the money trail as companies grapple with how to integrate social at scale.
But amid enjoying some of my favorite tunes belted out by the Peppers in an outdoor venue filled with well over thirty thousand people complete with free beer and wine I couldn’t help but think this:
«all this money—and companies will only be solving one third of their social business problem»
The problem with social technology solutions—even really great technology is that it’s incomplete. It’s no wonder why Salesforce is making a killing, because I’ve seen first hand how a business will freely invest in a technology platform thinking that they have purchased a turnkey solution only to realize shortly after that they’ve possibly invested in the wrong solution and most definitely underestimated the other two areas which require investment (people and process).
The Three P’s of Social Business >>>> Continuar leyendo «Technology Will Only Solve 1/3 of Your Social Business Problem»