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Social technologies enable people to connect and interact with unprecedented speed and ease. Yet there is still confusion about the value that social technologies deliver. Savvy business and IT leaders are getting smart about exploring — and possibly exploiting — the opportunities these new relationship dynamics promise. This special report offers a growing body of research to help understand this fast-evolving arena.
VP & Distinguished Analyst Carol Rozwell discusses how social media and social technologies are impacting your organization.
The accumulation of the hundreds of millions of conversations, comments, ratings and rankings across new social tools is already being mined by some for "social intelligence." The IT organization has a challenge on its hands. How does it provide leadership in intelligence gathering and other efforts to integrate these collective activities in enterprise processes?
4 October 2011
Senior leaders frequently express their skepticism about social media through a similar set of statements. We explore 10 of the most frequently cited reasons why social media presents a danger to the enterprise, and show what leaders of social initiatives can do to deal with these concerns.
29 September 2011
Even the newest customer service systems fail to keep pace with the demands of the "social customer." Buyer demands for better systems will drive a rapid round of acquisitions in the market for social tools.
27 September 2011
Generation Y (ages 13 to 29) users continue their addiction to social media. However, mature consumers (ages 30 to 74) with greater spending capacity are now also on these sites, and spending more time there.
6 September 2011
Vendors can benefit financially by using tools to monitor and engage in real-time consumer conversations on social networks. Social media efforts that are perceived as positive and authentic can help prevent against lasting brand damage, but also increase revenue and lower operational costs.
10 November 2010
The Gartner CRM team shares its views on great customer experiences and what made them great. Businesses can use these examples to adjust customer service processes for maximum customer satisfaction.
1 September 2011
As consumers flock to social networks, platforms have expanded to support additional content, applications and services. Platform providers and device vendors alike can reap the rewards, benefiting from the monetization of social games and the move to mobile technology.
24 March 2011
Searches on top social networking services made by Gartner end users confirm their interest in Facebook, followed by Twitter, which are both consumer-oriented. The first business-oriented solution, Jive Software, is in third place, showing there is still space for business solutions to ramp up.
21 March 2011
Social media is used to organize and report activities related to rapidly changing risks for people and organizations. Government agencies and private enterprises should monitor social media to develop enterprise operational intelligence and situational awareness.
11 May 2011
The intersection of mobile phones and social media has created portable social networks. We explore the implications as social networks shift toward mobile use models.
5 May 2011
Analytics for customer service and support is emerging as an essential tool to better drive retention, revenue and process improvement. The vendors in the market supply only pieces of an overall analytics suite. This best-of-breed environment will continue at least through 2014.
5 May 2011
Applying analytics to key CRM customer service processes can have a dramatic impact on loyalty and total lifetime value. A framework is required to understand how specific roles in customer service are supported by analytics.
Social networks have the potential to deliver a new category of information based on social interactions. This information can be used to inform operational processes, facilitate engagement with employees, customers, business partners and the social Web, as well as create innovative business opportunities.
10 October 2011
The global social media market is now worth more than $7 billion per annum, with advertising revenue accounting for more than 60% of the total.
4 August 2011
Use this Toolkit to formulate policy and guidelines for employee and other stakeholder participation on social media.
7 October 2011
Consumerization is disruptive, pervasive and irreversible. The "ubersumer" will take over to such an extent that some consumer-oriented industries will be dramatically transformed. Maverick research deliberately exposes unconventional thinking and may not agree with Gartner's official positions.
26 September 2011
Bonobos men's clothier needed a practical system to manage customer service and support via social media. By establishing a base to engage with customers via social media, the retail clothier was able to extend its marketing efforts into this space and see a 65% increase in revenue.
20 September 2011
The viral nature of social media differentiates social reputation management from similar opportunities and threats across other media. We explore why organizations must clearly assign roles and be proactive to establish and maintain a strong social media reputation.
9 September 2011
The use of public social networking sites for business opens the enterprise and its users to privacy risks they may not understand and cannot easily control. The leaders of social media projects can take steps to assess and reduce these risks.
25 August 2011
The News of the World scandal in the U.K. has sparked popular outrage, forcing the venerable newspaper to close within three days of the story breaking. This case shows that companies need to incorporate the social media channels into their crisis management plans.
1 August 2011
Growth, technical innovations, and consumer expectations have changed the Web, and organizations must evolve their Web strategies accordingly. The Web is no longer limited by the browser interface. An organization's Web presence must expand to provide rich experiences across mobile, social, and programmable interfaces. In this overview, VP Distinguished Analyst Anne Thomas Manes discusses current trends and the resulting metamorphosis of Web application architecture.
15 August 2011
Most marketers view social media as another set of channels through which they can reach prospects and customers with campaigns and offers. However, social media's profound, strategic impact on marketing goes well beyond providing another channel.
26 August 2011
This case study provides an update on the story of how major Spanish bank Bankinter continues to innovate in video technology, to open up new communication channels with its customers and remain competitive.
6 May 2011
Social business initiatives will affect almost every activity within the enterprise. The enterprise needs to take a more strategic approach, so IT leaders involved in social projects must take steps to move their organization in that direction.
31 March 2011
Marketing executives agree that it's time to convert social media from its experimental, ad hoc status to a formal member of the marketing communications mix. But where and how do you start?
18 March 2011
Banking and investment services firms' use of social media is widespread but not deep. Providers can best position themselves to capitalize on social media growth by building messaging and portfolios that target fast-evolving use patterns, business benefits and risks related to social media.
18 March 2011
Clearly, substantial numbers of consumers are members of social media sites. But are they accessing retailer pages via the social media vehicle, and should retailers be leveraging this touchpoint for consumers?
15 March 2011
In a Mastermind keynote interview at Gartner Symposium/ITxpo 2010 in Sydney, Lonely Planet's CEO Matt Goldberg and Global Director Emerging Platforms Chris Boden discuss how social media, digital and mobile channels create new opportunities and challenges.
11 March 2011
The idea of something for nothing remains intrinsically attractive to users, but challenges organizations to retain profitability. We describe five different models for "free" products and services and their critical requirements and capabilities.
25 February 2011
Stories that begin in the blogosphere can seep into mainstream media in an instant. This has marketing executives and their media relations teams both excited and concerned. It's a trend that is here to stay, and CMOs must adapt. We explain how.
3 December 2010
Companies are rapidly adopting social CRM applications for diverse purposes, with initial experience and benefits gained in a single department. We analyze emerging social CRM use cases and their corresponding benefits.
Over time, the boundaries between social and collaborative applications and business applications will blur, and transactional activities will be augmented by socially-enabled capabilities. To prepare for this transition, business and IT leaders need to consider the entirety of a worker's responsibilities and activities when planning and prioritizing business application investments.
19 August 2011
Social IT management is an emerging category that leverages social media technologies and IT best practices. Gartner has identified three areas where social media can help the IT organization increase end-user satisfaction, improve IT operations effectiveness and foster collaboration.
25 August 2011
Within the enterprise, social software has started to evolve into an information-sharing platform. The leaders of social initiatives should factor these and other trends into their strategic plans, and make buying decisions based, in part, on how vendors will adjust to the new realities, not just on their current products and market position.
23 September 2011
Facebook's planned overhaul will further its evolution from social network to platform. The changes will enable developers to create more socially aware apps, and help organizations learn more about customers in real time.
25 August 2011
Social interactions do not stop at company boundaries; neither should the social software products that support these interactions. EFSS products facilitate interactions beyond the firewall to create communities among employees, customers, suppliers, partners,?alumni and other stakeholders.
25 July 2011
Hype continues to grow around social CRM, with analytics gaining visibility and adoption. Social CRM vendors will increasingly have to show examples of how their social data is used in core business processes, not just provide an API.
1 September 2011
CDM platforms combine business intelligence with social networking and other technologies to bring together the right people and the information and analysis tools they need for effective decision making. Gartner discusses some of the leading vendors in this area and explains their offerings.
26 August 2011
Social ITM capabilities are beginning to emerge in support of IT operations and other corporate IT departments. We discuss the tools and technologies that are visible at this early stage.
24 August 2011
Gartner forecasts the evolution of enterprise social networking from simple, self-contained applications to far more complex and intertwined platforms. Use our technology evolution model to assess current investments and to plan for the future needs of your organization.
18 May 2011
The discovery that Apple was gathering location information from its devices has caused a firestorm of controversy. But in certain contexts, location services offer many benefits to users, even as they raise questions regarding the implementation of potentially invasive practices.
5 May 2011
Social context and social analytics will become key enablers for context-aware computing. Facebook's social graph is an example of how a social graph can be used to implement socially powered, context-aware business solutions.
29 April 2011
Gartner tracks more than 50 vendors in the team collaboration and Web-conferencing software markets. Both markets showed revenue recovery in 2010 aligned to general business recovery and new deployments.
18 April 2011
This research highlights five vendors that offer interesting and innovative products for the social software and collaboration markets.
4 April 2011
Innovative social marketing and social analytic solutions have opened up opportunities for companies to differentiate themselves. Clients intent on differentiation should consider Cool Vendors, but should also take into account the risks associated with using these smaller vendors.
28 March 2011
Facebook is a social networking service where users make connections with others and contribute to the community by sharing comments and multimedia. As the largest social networking service its dominance appears secure, but competitors and privacy issues may impede its growth and sustainability.
28 March 2011
LinkedIn is synonymous with the social business networking and recruitment market. Given its strong and unique position, LinkedIn has ample opportunities for expansion. Yet it faces significant threats in the constantly mutating and highly competitive social networking market.
16 March 2011
Adobe SocialAnalytics would add a range of social data to the data streams already available in its Online Marketing Suite. This pending enhancement could help close the loop between business results and social media.
24 February 2011
Salesforce.com boosts CRM collaboration by combining a Facebook-like user interface with Yammer-like capabilities.
Although vast numbers of business and IT leaders use social networks and social media for personal use, many enterprises are grappling to determine the right approach and timing for enterprise solutions. To optimize investments, competencies, and outcome, it is essential that enterprises establish a shared understanding of social technologies and trends, coordinate strategies and initiatives, and leverage investments.
6 September 2011
This Hype Cycle shows the increasing overall maturity of social software and its intersection with other established technologies and disciplines. Leaders of social initiatives should start to take a broader view of social software as it permeates into adjacent technology areas.
25 August 2011
This Hype Cycle examines how specific business functions and industries apply social technologies in their contexts. Consider how social technologies are used by the business when evolving your social strategy. Use this report to guide realistic user expectations in light of market hype.
5 October 2011
There is no average total cost of ownership of social CRM for customer service software as a service. Gartner identifies the four components most greatly affecting TCO in this space: the base monthly fee, customization of the solution, launch integration and change management.
23 September 2011
Global revenue from social media -- composed of advertising, games and subscription revenue -- will reach $29 billion by 2015 up from $7 billion in 2010, increasing fourfold in five years.
28 September 2011
The global social media market is now worth more than $7 billion per annum, with advertising revenue accounting for more than 60% of the total.
22 July 2011
CIOs and IT and business leaders request guidance on how to apply social approaches to their business. E-business created disruption a decade ago. Social business will have an even more significant impact.
7 September 2011
This overview of a year's worth of Gartner research into social business will help initiative leaders find advice about all of the eight building blocks of social business.
23 May 2011
Social initiatives hold the promise of allowing organizations to establish new levels of engagement with employees, business partners, customers and the social Web. This research describes eight building blocks that must be addressed as organizations develop their approach.
3 May 2011
Most organizations are waking up to the need for a comprehensive social media policy that guides employees as to what they should and should not be doing on internal and external social media sites. Gartner describes the first four steps to take even before developing such a policy.
7 April 2011
Use this Toolkit as a "starter kit" for a social media solution based on community-centric technical support, or as a tailorable example for defining a strong social media vision and a purposeful social media solution to positively impact your business.
1 April 2011
Simply providing access to social technologies, with the hope of energizing grassroots efforts, most often results in failure. This research provides a decision model to help IT organizations determine when a bottom-up or top-down approach to a social media solution is more prudent.
1 April 2011
Appropriate and effective grassroots mobilization can mean the difference between social media success and failure, and many initiatives require significant enterprise involvement. We present 12 criteria to help enterprises adjust planning and execution accordingly.
17 March 2011
Our 2011 agenda will cover the promising, but disruptive, ways in which social media and a new generation of technologies are changing business; and the incremental evolution of communication and collaboration initiatives.
5 October 2010
This document identifies and defines the most prevalent social technologies and terms used today.
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