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Social Media, Competitive Advantage and Porter

May 30, 2014

Quick update on my PhD. My topic has finally been approved and here’s my initial thinking on mapping social media to competitive advantage. Any feedback or comments are always welcome.

One way to evaluate usefulness of any social media initiative within an organization is to find out if by using social media, an organization is able to get competitive advantage vis-à-vis its competitors. For the purpose of my research, I plan to use the concept of competitive advantage as proposed by Porter in his 1985 work. I can’t get into Porter’s work in this blog but just to summarize, he has described how firms can create sustainable competitive advantage in his 1985 publication “Competitive Advantage”. Porter describes three different ways that companies can use for competitive advantage:

  • Cost leadership
  • Differentiation
  • Focus

Further, according to Porter, an organization’s Value Chain consists of all the activities that are required for the production of organization’s goods and/or services. These activities can be primary activities that add value directly to end product (goods or services) and support or secondary activities that add indirect value to end product. An analysis of organization’s value chain can then be used to find out how an organization can gain competitive advantage. The analysis identifies all the activities – both primary and support of the organization and then identifies activities that can either be a source of Cost Leadership, Differentiation Advantage or Focus. Based on this analysis, the identified activities can be targeted for improving competitive advantage or removing competitive disadvantage. I extend this analysis to social media. In order to use social media to gain competitive advantage, activities in an organization’s value chain can be analyzed and a model can be evolved to map those activities that can use social media. The impact of using social media can then be measured. This can be analyzed for cost, focus as well as differentiation advantage. For example, the table below provides a sample analysis of activities and how social media can help to reduce cost or increase differentiation. For each activity in the value chain, the table shows examples of how Social Media can contribute to that activity and resulting impact on cost and differentiation. A similar analysis can also be carried out for Impact on Focus. Screen Shot 2014-05-30 at 10.27.40 pm

 

Of course, this is still work in progress but would such an analysis be useful to identify and then prioritize which social media initiatives to undertake within an organization?

Portals Research Updates to Liferay and Microsoft SharePoint

May 28, 2014
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Earlier this month, we released updates to our Portals and Content Integration evaluations. The new version focuses on significant upgrades of Microsoft SharePoint and Liferay Portal.
Our Liferay review has been updated for release 6.2. The key changes are related to new mobile delivery capabilities (along with a new mobile SDK) and a re-designed admin interface. We also take a critical eye to Lif…

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Post abstract cross-posted from Real Story Group.

ECM file sync – dedicated folder vs arbitrary folders

May 14, 2014
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One new feature that many ECM platforms (and all Cloud-based file sharing tools) provide is the ability to sync files across your multiple devices: desktop, laptop, mobile phones, and tablets. The idea is that you should be able to access your files — and optionally complete tasks — irrespective of your location or device type.
To do this, you typically install a client application provided by y…

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Post abstract cross-posted from Real Story Group.

Salesforce ExactTarget Marketing Cloud introduces Radian6 Buddy Media Social Studio

May 12, 2014
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No, that title is not a link bait.
Salesforce announced a new product called "Radian6 Buddy Media Social Studio" which is part of its "Salesforce ExactTarget Marketing Cloud." In an age when 140 characters can have a far reaching impact, that’s a rather longish name. But let’s look beyond the name.
Salesforce’s Marketing Cloud consisted of many products, including Radian6 for S…

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Post abstract cross-posted from Real Story Group.

Thinking about encryption and security in your cloud ECM platform

May 2, 2014
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In our recently released ECM and Cloud File Sharing evaluations, we assess some new requirements, including:

Mobile Access to ECM-managed content
Ability to share and sync files across multiple devices (think Google Drive or Dropbox within your enterprises)
Cloud-based architectures (of which there are several variants)

A common theme running through these requirements is security, a…

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Post abstract cross-posted from Real Story Group.

Which Hybrid Cloud Model Works Best for ECM?

April 25, 2014
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“Hybrid Cloud” is a deployment architecture in which you combine the capabilities of  different cloud-based deployment models (public, private, community, and so forth). This can potentially mitigate some of the security and compliance concerns that may arise in a public cloud environment.
These concerns are particularly germane for the enterprise content management (ECM) tools an…

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Post abstract cross-posted from Real Story Group.

IBM to acquire Silverpop

April 15, 2014
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Last week, IBM announced a definitive agreement to acquire marketing automation vendor Silverpop. Silverpop is an Atlanta, GA-based, 500-employee company. Its marketing platform "Engage" offers email-based campaign management and lead management, along with rudimentary landing page management.
In our last update to RSG’s Marketing Automation and Social evaluations, we had mentioned that…

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Post abstract cross-posted from Real Story Group.

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