Une étude mondiale fait état de l`utilisation des réseaux

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Une étude mondiale fait état de l’utilisation des réseaux sociaux
grand public par les entreprises
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Cisco dévoile les résultats d’une étude qui évalue la manière dont les entreprises
utilisent les outils des réseaux sociaux grand public pour collaborer avec le monde
extérieur.
Les conclusions de l'étude indiquent que le monde des affaires est au premier stade de
l'adoption de ces outils et entre dans le processus d'identification des principaux
enjeux liés à ces nouveaux modes de communication. Une gouvernance accrue et une
implication forte des départements informatiques s’avèrent nécessaires en vue de
l'intégration et de l'adoption de telles nouvelles plates-formes et technologies.
L’absence de mesures de sécurité, de procédures et d’architecture IT crée des risques
pour l’entreprise.
Cette étude est la première d’une série de deux études que Cisco a commandité et qui
visent à explorer l’impact des applications provenant des réseaux sociaux et la
collaboration au sein de l’entreprise. Les résultats reposent sur la base d’entretiens
réalisées auprès de 105 personnes représentant 97 entreprises dans 20 pays à travers le
monde. Conduite entre avril et septembre 2009, l’étude a été dirigée par les plus
importantes écoles de commerces des Etats-Unis et d’Europe.
Global Study Reveals Proliferation of Consumer-Based Social
Networking Throughout the Enterprise and a Growing Need for
Governance and IT Involvement
Despite Increased Adoption of Social Networking Tools, the Absence of Policies, Process and
IT Architecture Puts Organizations at Risk
SAN JOSE, Calif., Jan. 13, 2010 – Cisco today released the results of a third-party global
study designed to assess how organizations use consumer social networking tools to
collaborate externally, revealing the need for stronger governance and IT involvement. The
research is the first of a two-part series that Cisco has commissioned to explore the impact of
social networking and collaboration applications in the enterprise.
The new study is based on extensive interviews with 105 participants representing 97
organizations in 20 countries around the globe. Conducted between April and September
2009, the research was carried out by leading business schools in the United States and
Europe: IESE Business School in Spain, E. Philip Saunders College of Business at the
Rochester Institute of Technology in the U.S., and Henley Business School in the United
Kingdom.
The use of consumer-based social networking tools, such as Facebook and Twitter, as
collaboration platforms is connecting organizations with the external world in myriad ways.
These tools bring technology and business together through innovative experiences, connect
people and information, establish potential new routes to market, and enhance customer
intimacy and brand awareness. The study findings indicate that the business world is at the
early stages of adopting these tools and in the process of identifying key challenges, such as
the need for increased governance and IT involvement, which may impact the integration and
adoption of these new platforms and technologies.
Study Highlights
The Increased Use of Consumer-Based Social Networking Tools in the Enterprise
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Of the organizations interviewed, 75 percent identified social networks as the
consumer-based social media tools they primarily use, while roughly 50 percent of the
group also identified extensive use of microblogging.
Social networking tools are spreading into core areas of the value chain, including the
marketing and communications, human relations, and customer service departments.
Within marketing and communications, these tools have already become an integral
part of the organizations' initiatives, as marcomm staff members have understood and
acted on the shift from "broadcast" to "conversational" communications or rich
interactions. Small and medium-sized businesses are actively using social networking
channels to generate leads, but this remains a growth opportunity for larger
companies.
The Need for More Governance and IT Involvement in Social Media Efforts
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Only one in seven of the companies that participated in the research noted a formal
process associated with adopting consumer-based social networking tools for business
purposes, indicating that the potential risks associated with these tools in the enterprise
are either overlooked or not well understood.
Only one in five participants identified any policies in place concerning the use of
consumer-based social networking technologies in the enterprise. Within the
respondent base, social networking governance typically involves more stakeholders
than standard corporate initiatives, as these organizations have yet to define who
"owns" external social media strategies. Without a single point of ownership within
organizations, these initiatives are extremely difficult to control and manage.
Due to the unstructured nature of social networking, companies continue to struggle
with policy creation and adoption, as copying an established governance process from
other, more structured areas (for example, information technology) often doesn't work
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for social networking. Businesses also find difficulty in striking the right balance
between the social and personal nature of these tools while maintaining some degree
of corporate oversight.
Only one in 10 respondents noted direct IT involvement in externally facing social
networking initiatives. Although the IT department is typically not involved as a
primary decision maker, respondents did recognize the need for these tools to scale
and properly integrate with existing business processes to reap maximum benefits.
The Future of Social Networking and Collaboration Tools in the Enterprise
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Across the board, respondents recognized that consumer-based social networking and
collaboration tools will continue to evolve, as will their complexity, and that these
tools will continue to influence the way business is conducted. The key for
organizations will be the way they adopt and integrate these tools into the enterprise
IT environment.
The following issues need to be addressed regarding the adoption, deployment and
governance of social networking in the enterprise: when, how and what initiatives are
to be launched (and not launched); how the enabling technologies should be managed;
and how employee use of these technologies should be managed.
Quotes:
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Evgeny Kaganer, Ph.D., lead researcher and assistant professor, IESE Business
School
"The research findings spotlight an underestimation of the power and influence of
social networks on businesses, and the transformation that companies need to make,
not only to protect themselves, but also to encourage and benefit from the
collaboration these social networks and tools afford them. Ignoring the increased
usage and influence of social networking and Web 2.0 tools leaves organizations at
the risk of misuse, potentially leading to the disclosure of information and
misrepresentation of the company."
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Neil Hair, Ph.D., lead researcher and assistant professor of marketing, E. Philip
Saunders College of Business, Rochester Institute of Technology
"Successful companies in the 2.0 world are those that are tying tools together,
managing scalability issues, anticipating the continued evolution of platforms, and
using the preferred tools of their stakeholders. These companies build social
networking initiatives into their wider strategy and are able to create meaningful
connections with their communities."
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Nick Earle, senior vice president, Cisco Services
"The rise of the connected consumer is driving a market shift in the enterprise,
creating "people-powered business" where social networking tools and collaborative
technologies are the propeller of the next-generation of productivity and bringing
about a fundamentally different leadership model. Companies who will succeed in
embracing the tremendous power of social networking will be those who design a
collaborative IT architecture capable of supporting the use of these technologies and
mitigating the risks they pose."
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Baz Khuti, study participant and chief architect, Information Technology,
Emerson
"Collaboration tools allow Emerson to effectively improve the speed and agility by
which we can make business decisions and interact with our partners. Additionally,
they provide insight into what's going on within different parts of the organization, as
well as customer usage of our products and market trends."
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Hugh Murphy, study participant and business manager, e-Channels, 3M U.K.
and Ireland
"Businesses need to embrace social media not only to remain competitive, but also to
continue to attract top talent. The next generation of leaders will be exceptionally
savvy with these tools, so 3M is using social media externally to help us with
recruiting. Several of the graduates we hired this year specifically told us that they
hadn't considered 3M before they saw our employer profile on social media."
Links:
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The Cisco Collaboration Experience
Tags / Keywords:
Cisco, collaboration, unified communications, video conferencing, innovation, business
productivity, instant messaging, enterprise social software, social media, social networking,
Web 2.0
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