Discussing the growing marketing and trends of Social Commerce

Social Commerce

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Social Commerce Authors: Tatsiana Levdikova, Liz McMillan, John Ryan, Maureen O'Gara, David M. Adler

Related Topics: Web 2.0 Magazine, CTO Journal, Social CRM, Social Commerce, CIO/CTO Update, Social Media Check-Ins

CIO/CTO Update: Blog Feed Post

Web 2.0 Trends – Minus the Hype

Web 2.0 Is Now Social Media

Web 2.0? What is Web 2.0 … Oh you mean Social Media!

Yes, like a Chameleon, Web 2.0 has changed its color to become Social Media. But, what does this change of terminology imply? Web 2.0 has forked into 2 distinct streams.

  1. SOCIAL Media = Leveraging Collective Intelligence: The first fork, the original promise of Web 2.0, is about harnessing collective intelligence internally and externally. Typically this initiative is driven by IT, HR, Customer Support group or by a Knowledge Management group if it is in existence.
  2. Social MEDIA = Grabbing Attention: The second fork is about using Social Media channels for advertisement, brand building, product promotion, new product launch, campaign management etc. These initiatives are invariably driven by marketing department. The budget comes by cannibalizing other media channels.



The dynamics – the decision making – the budgeting process – the measurement criteria – the sponsors for the two forks are entirely different. Analysts have not yet started looking at the two forks separately. Look at the reports from McKinsey (The Rise of the Networked Enterprise), IDC (Predictions 2011: Welcome to the New Mainstream) & Gartner (Top 10 Strategic Technologies for 2010).

Now coming back to question 3 & 4 – [You need to read this post in conjunction with my earlier post where I had raised 4 questions and answered 2 of them].

3. If the current trend continues then where will it be in one year time?

  • By the end of next year this fork should be more visible to everybody.
  • Most organizations would have used some form web 2.0 technologies internally – would also have reported qualitative benefit – however, how to calculate quantitative benefit for internal deployment will remain a challenge.
  • Most portal platforms and knowledge management tool will incorporate Web 2.0 technologies (blog, wiki …).
  • Social MEDIA will dominate.
  • There will be a realization that the process of leveraging collective intelligence is not repeatable.

4. What happens if you take no action on the specific technology for next one year?

Sky will not fall on your head unless …

…you run a business where majority of your customer spends lot of time on Facebook.

More Stories By Udayan Banerjee

Udayan Banerjee is CTO at NIIT Technologies Ltd, an IT industry veteran with more than 30 years' experience. He blogs at http://setandbma.wordpress.com.
The blog focuses on emerging technologies like cloud computing, mobile computing, social media aka web 2.0 etc. It also contains stuff about agile methodology and trends in architecture. It is a world view seen through the lens of a software service provider based out of Bangalore and serving clients across the world. The focus is mostly on...

  • Keep the hype out and project a realistic picture
  • Uncover trends not very apparent
  • Draw conclusion from real life experience
  • Point out fallacy & discrepancy when I see them
  • Talk about trends which I find interesting
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