No big news yesterday at the #IBM_WatsonTLV, but these were my highlights:
Bryson Koehler, CTO, IBM Watson & IBM Cloud told us that AI is here to stay, and that “the cloud-native architecture will define computing (and competing) in the cognitive era”. Daniel Malka, GM IBM Israel, said that only organizations that will be able to combine artificial intelligence with the digital revolution will be the winners of the next decade.
It was interesting to look at IBM itself as a company going through the same transition and digital transformation, acknowledging the fact that its industry has changed dramatically and is on the move from IT to business- and apps-focus, and changing itself accordingly.
Talking about digital transformations, Carolyn Heller Baird, Global Research Leader, Customer Experience & Design, IBM spoke about Digital disappointment – why some customers aren’t fans, and shared some interesting research done at IBM showing that executives and consumers are seriously misaligned with their expectations and that this is one of the factors driving customers’ willingness to try companies’ digital CX initiatives.
Oh and the presentation I liked the most? When Discovery Meets Big Data – Ran Gishri, VP Marketing Taboola.
In many big companies the approach to social in the past was: do I have social presence in all the major social channels? And innovation here meant: do I have social presence in the latest / greatest / coolest social channels?
Well, that’s not enough anymore.
What you need to do is analyze how your social presence serves best the brand key objectives, and does it translate into valuable assets like web site visits.
In order to assess your current situation and compare yourself to others, you should look at the following dimensions:
- Strategy – Do you have one coherent voice and a clear focus across social channels? How closely is social media tied to your brand objectives?
- Structure – Did you define a social media eco system? What is the connection between earned, paid and owned media?
- Management – Are you measuring your on-going social performance? Do you have any guideline and are you supervising adherence to those guidelines?
- Community – Did you establish a community per target audience? What is you brand reach in general and within each target audience?
- Content – Is your content valuable for your defined target audience? Did you establish the right content mix for them including a thought leadership stream / brand and product streams / management stream / etc.?
- Performance – And finally, how are you doing: what’s the size of your community? Level of engagement? Social traffic contribution?
Looking at all of these dimensions, give yourself a grade.
Now you’re ready to evaluate your social efforts and find the right social strategy for you – and no, ticking all the boxes won’t do…