Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration

For over a decade, the IBM Institute for Business Value has been surveying C-Suite executives to discover how digital is affecting their business, and how these executives see the landscape changing.

In my view, it has become a good bellwether to see what is keeping the C-suite awake at night.

Trends emerging in 2010, 2011 and again in 2012 showed how social, and more lately social business is being seen as very important among senior executives.

The 2013 survey is due to be released in October, and IBM has released some highlights ahead of this.

These include

  • 64% of CMOs want to approach customers as individuals
  • 71% if CIOs see communication moving towards more social/digital collaboration
  • 55% of CHROs forsee increasing organisational openness

Interestingly, in 2013 only 34% of organisations have an in-depth understanding of their customers, and they expect this number to rocket to 78% by 2017

Showing the opportunity for customer insights, the 2013 survey shows that only 1 in 5 organisations has the capacity to use Big Data.

These facts and more can be found in the an infographic shown below – click to enlarge.

UPDATE: The full survey can be downloaded from the IBM site.

IBM C Suite study

I look forward to the full report being released – and it will be interesting to see what is keeping the C-Suite awake in 2013, and what they will be worrying about, and hopefully investing in these capabilities into 2014.

UPDATE: Lee Bryant tweeted this post, and also raised a very interesting question..

He was echoing what many of my peers are saying about how social is impacting companies, and challenging the existing strategies, in that we know these organisations are struggling to change – so how do we fix this?

Importantly, it is not an overnight fix.  Thirty years of processes now laid bare by a single negative tweet can be hard to fix.

I think there are two issues of note here.

1) We as an industry have only ourselves to blame.

“Social media experts” throw industry jargon such as impressions, followers, likes, influencers at the C-suite, and they struggle to understand what we mean.

This was borne out in a survey of 698 executives by Altimeter Group.

One of the most telling findings from this report was that only 52% of companies surveyed agreed with the statement, “Top executives are informed, engaged, and aligned with our social strategy.” Despite the initial funding that created their positions, many social strategists we interviewed felt that without deep executive support, they didn’t have the validation, direction, and resources to move beyond tactical efforts.

One social strategist surveyed shared, “Many of our board members and executive leaders aren’t even on Facebook, so social media is foreign to them.” We found that in organizations where executives do not use social technologies, social media as a business tool is often limited in reach and understanding within the organization unless a business case is made.

To get the C-suite to understand us, we need to use the language they understand such as customer churn, profitability, shareholder value, customer satisfaction etc.  If we can pitch the need to develop a social program that improves the bottom line, they will be all ears and fund the initiative.

2) Let’s assume that the current C-Suite will never “get social” in the ways we need them to.

Instead, do what Angela Ahrendts, Burberry CEO has done. Quoting from an article posted on the Brunswick Group website titled “The Democratic Republic of Burberry

drb-1

Ahrendts recognized that Burberry employees, like its target customers, are young – 70 per cent of those who work at the company’s headquarters are under the age of 30. To capture this theme institutionally, Ahrendts created two linked bodies that, on the one hand, allow ideas to flourish and, on the other, follow through and turn the best of those ideas into brand-enhancing initiatives.

The Strategic Innovation Council is a formal monthly forum that Ahrendts set up to gather the “young next generation of great thinkers” at the company. Chaired by Bailey (Chief Creative Officer), “the remit of this council is to dream,” she says.

Alongside it is the Senior Executive Council, chaired by Ahrendts, who says that its purpose is “to execute this young vision.” These forums send an important message: “We actually flipped the traditional hierarchy, and the way we communicated these councils showed the entire company that we were serious about being creatively led.”

So what Angela did is she said “I don’t have all the answers here, so let’t tap into our own young and connected staff and empower them to help us reach our business goals.”

Is your CEO brave enough to admit they don’t have all the answers and instead surround themselves with those who do?  This forward thinking culture shift from Burberry is what is needed to realise the true benefits from Social Business.

The early view of the C-suite study can be found at lc.tl/csuitestudy

If you enjoyed this blog post you may like other related posts listed below under You may also like ...

To receive future posts you can subscribe via email or RSS, download the android app, or follow me on twitter @andrewgrill.

About 

Based in London, Andrew is an internationally renowned thought leader in the field of social business and social media networks. Andrew is a Global Partner with IBM, with a focus on Social Business.

  • http://twitter.com/iw_expo/status/373838995043926016/ @iw_expo

    “@AndrewGrill: Survey of 4,000 C-suite execs by IBM shows 71% see shift towards more social collab http://t.co/V9SQMVXuiW #socialbusiness”

  • http://twitter.com/chbonnafont/status/373862265415806976/ @chbonnafont

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/seLE8CrvG4 @IBM

  • http://twitter.com/MikeBroomhead/status/373876776466124800/ @MikeBroomhead

    RT @jamestaulbut: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/6pmOZyneAS

  • http://twitter.com/SAlhir/status/373896570862698496/ @SAlhir

    “@leebryant: c-suites want to be more social businesses: http://t.co/d0zn1gGFvD …but we know their orgs struggle to change. How to fix?”

  • http://twitter.com/s_sossai/status/373917149783285760/ @s_sossai

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/bVcClVx4Af

  • http://twitter.com/cnygard/status/373991977769263105/ @cnygard

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/ennmG9QDzz

  • http://twitter.com/alanghamilton/status/374021626675085312/ @alanghamilton

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/24r4VNSYjK #socbiz

  • http://twitter.com/marnibarrett/status/374204551479308289/ @marnibarrett

    #ibmibv in IBM study 4,000 C-suite exes show 71% see shift to more social collaboration – London Calling http://t.co/mAWoaIKUuU

  • Pingback: Survey of 4,000 C-suite executives by IBM shows...

  • http://twitter.com/HuguetteRanc/status/374264721605554177/ @HuguetteRanc

    RT @chbonnafont: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/seLE8CrvG4…

  • http://twitter.com/IBMSocialBizCEE/status/374289162222178305/ @IBMSocialBizCEE

    RT @oferguetta: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/XqVfIE1SqZ

  • leebryant

    Good points Andrew. Pulling together a high-level group that sits outside the main business silos (a la Burberry) is certainly part of what is needed, but over the long term I think we have to look at wider organisational design questions and seek to build structures that better reflect the way people work, collaborate and interact with customers in the digital world.

  • http://londoncalling.co/ Andrew Grill

    Lee, I totally agree.

    This new organisational design needs to start happening now, so that when these Millennial Leaders rise up the ranks (see http://lc.tl/tld) they aren’t left scratcing their heads about why the organisation is so ill equipped fror thhe change brought about by digital and social.

    If only more peoople “walked a mile in our customer’s shoes” would they realise how the touchpoints and expectations from customers have changed dramatically.

    Appreciate you stopping by to leave the comment – this post has generated a lot of interest!

  • http://twitter.com/dannywilks74/status/374466135175217153/ @dannywilks74

    RT @AndrewGrill: Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/pkg144/status/374480327613620225/ @pkg144

    RT @AndrewGrill: Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/Timothy_says/status/374490399911337984/ @Timothy_says

    RT @AndrewGrill: Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/PatrickSearle/status/374511287860199424/ @PatrickSearle

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/4xRQLpSLsk via @AndrewGrill

  • http://twitter.com/cyclonetweets/status/374512649523838976/ @cyclonetweets

    Social collaboration tools essential: IBM Survey of 4,000 C-suite shows 71% see shift via @ProfessorGary http://t.co/QcKON5XIZQ

  • http://twitter.com/grahamgk/status/374722271136739328/ @grahamgk

    Survey of 4,000 C-suite execs shows 1 in 5 feel they’re now able 2 truly benefit from big data. Set to rise. #bigdata http://t.co/LGIsg8yK84

  • http://twitter.com/HarveyNashAPAC/status/374744408140161024/ @HarveyNashAPAC

    RT @grahamgk: Survey of 4,000 C-suite execs shows 1 in 5 feel they’re now able 2 truly benefit from big data. Set to rise. #bigdata http://…

  • http://twitter.com/SarahActiance/status/374765622783012864/ @SarahActiance

    RT @oferguetta: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/XqVfIE1SqZ

  • http://twitter.com/Olswang/status/374812555602329600/ @Olswang

    Only 1 in 5 organisations has the capacity to use Big Data http://t.co/N7eIZh1Rwc via @AndrewGrill #datadebates #digital

  • http://twitter.com/TanDuarte/status/374855810884464640/ @TanDuarte

    Insightful commentary on IBM survey of 4,000 C-suite execs on social collaboration – London Calling http://t.co/doAjM5cOQG

  • http://twitter.com/zacharyjeans/status/374860068614721536/ @zacharyjeans

    Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/twghzI7ISp

  • http://twitter.com/jan_valdman/status/374886136776495104/ @jan_valdman

    RT @oferguetta: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/XqVfIE1SqZ

  • http://twitter.com/ktkean/status/374918049272705025/ @ktkean

    RT @cnygard: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/ennmG9QDzz

  • http://twitter.com/skegga79/status/374932822118514688/ @skegga79

    Survey of 4,000 C-suite executives by @IBM shows 71% see the shift towards more social collaboration – http://t.co/TVoxKpkTEr

  • http://twitter.com/hyperoffice/status/374985514291843072/ @hyperoffice

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/revt1Yu8f7

  • http://twitter.com/HassanahRudd/status/375000153377480704/ @HassanahRudd

    RT @MervynDinnen: Does your CEO have all the answers? Who can lead change to social business?? http://t.co/0ywNDNOcBM >> interesting findin…

  • http://twitter.com/MariSmith/status/375053668409958400/ @MariSmith

    Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/pjzmsRw2Ig via @andrewgrill [Awesome!]

  • http://twitter.com/CraigMeddin/status/375068614304755712/ @CraigMeddin

    RT @MariSmith: Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/pjzmsRw2Ig via @andrewgrill [Awesom…

  • http://twitter.com/evgone/status/375079026798239745/ @evgone

    RT @MariSmith: Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/pjzmsRw2Ig via @andrewgrill [Awesom…

  • http://twitter.com/collabinc/status/375088035152420864/ @collabinc

    RT @AndrewGrill: Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/FancyFaceSCH/status/375091084181118976/ @FancyFaceSCH

    RT @MariSmith: Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/pjzmsRw2Ig via @andrewgrill [Awesom…

  • http://twitter.com/CianaAspell/status/375155844314198016/ @CianaAspell

    Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/KhiuuD9TM8 via @andrewgrill

  • http://twitter.com/JRBuckley68/status/375224353375670272/ @JRBuckley68

    RT @MariSmith: Survey of 4,000 Executives Shows 71% Shift Towards More Social Collaboration http://t.co/pjzmsRw2Ig via @andrewgrill [Awesom…

  • http://twitter.com/anthonyewaller/status/375244732848283648/ @anthonyewaller

    RT @Olswang: Only 1 in 5 organisations has the capacity to use Big Data http://t.co/N7eIZh1Rwc via @AndrewGrill #datadebates #digital

  • http://twitter.com/Courtney_Audra/status/375272158005440512/ @Courtney_Audra

    Survey of 4,000 Executives Shows 71% Shift Towards More #Social Collaboration http://t.co/C5jJjVF3O1 via @andrewgrill

  • http://twitter.com/social_edge/status/375352793374412800/ @social_edge

    Good news for #socbiz fans – IBM survey shows 71% execs see shift towards #socialmedia & #social #collaboration http://t.co/E4c8HzPsxd ^JC

  • http://twitter.com/meshfire/status/375358623788310528/ @meshfire

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/uzcGOKo4E6 Via @andrewgrill

  • http://twitter.com/Samepageio/status/375401266974707712/ @Samepageio

    RT @nealem8: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration – http://t.co/x23iKUkr5z #…

  • http://twitter.com/sjcrisp/status/375443162061606913/ @sjcrisp

    RT @AndrewGrill: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/glouriais/status/375522847336439808/ @glouriais

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration http://t.co/qhHd0Wymte

  • http://twitter.com/CandenRH/status/375527604746731520/ @CandenRH

    RT @glouriais: Survey IBM of shows 71% C-suite see the shift towards more social collaboration http://t.co/B9Xhm9mxxj < influencés ou pas…

  • http://twitter.com/O_Berard/status/375551506562699264/ @O_Berard

    RT @glouriais: Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social #collaboration http://t.co/2xR8IewhpU

  • http://twitter.com/TBLepi/status/375578061464670208/ @TBLepi

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social #collaboration – @AndrewGrill > http://t.co/nYmWgYWRGk

  • http://twitter.com/jbreitfelder/status/375587400413884416/ @jbreitfelder

    71% of C-suite execs see communication shifting to more #social/#digital collaboration http://t.co/RUpXBbgyXI -@IBM via @allanschoenberg

  • http://twitter.com/Marketri/status/375703839229607936/ @Marketri

    A survey of 4,000 C-suite executives by @IBM shows how digital is affecting their business http://t.co/k3AcnR1dZY via @allanschoenberg

  • http://twitter.com/daverage/status/375943885518036992/ @daverage

    RT @MindLinkSoft: @andrewgrill discusses the shift towards social collaboration amongst the C-Suite! Good Read #BusinessCollaboration http:…

  • Pingback: Links for September 6, 2013 | Andrzej's Links

  • http://twitter.com/daverage/status/376051433319464960/ @daverage

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration – London Callin.… http://t.co/gHn8Z3T4ZR

  • http://twitter.com/smcrae/status/376052508072083457/ @smcrae

    RT @AndrewGrill: Survey of 4,000 C-suite executives by @IBMIBV shows 71% see shift towards more social collaboration http://t.co/cqODPM5Crc…

  • http://twitter.com/MindLinkSoft/status/377475797759827968/ @MindLinkSoft

    @andrewgrill discusses the shift towards social collaboration amongst the C-Suite! Good Read #BusinessCollaboration http://t.co/QaP5WwWVgE

  • http://twitter.com/StephanieDues12/status/377901774859796480/ @StephanieDues12

    RT @leebryant: c-suites want to be more social businesses, says this survey: http://t.co/83ZjKpE23M …but we know their orgs struggle to cha…

  • http://twitter.com/Mr_Madness/status/377915490322362368/ @Mr_Madness

    71% C-suite execs see the shift towards more social collaboration – @AndrewGrill @IBMIBV Study #SocBiz http://t.co/7yLxIPG0WH

  • http://twitter.com/Sander1Arts/status/377916024559263744/ @Sander1Arts

    RT @Mr_Madness: 71% C-suite execs see the shift towards more social collaboration – @AndrewGrill @IBMIBV Study #SocBiz http://t.co/7yLxIPG…

  • http://twitter.com/brunoamaral/status/378475409589166080/ @brunoamaral

    Survey of 4,000 C-suite executives by IBM shows 71% see the shift towards more social collaboration (via @Pocket) – http://t.co/P6dmIET3yQ

  • http://twitter.com/ibminteractive/status/382082105930293248/ @ibminteractive

    Study of 4,000 C-suite executives by @IBM shows 71% see shift towards more social collaboration – #socbiz #social http://t.co/wTa74CAeBP

  • http://twitter.com/jaannetzow/status/382088102086729728/ @jaannetzow

    RT @ibminteractive: Study of 4,000 C-suite executives by @IBM shows 71% see shift towards more social collaboration – #socbiz #social http…

  • Pingback: The latest IBM CxO report proves there is no better time to become a social business - Social Business Thinking

  • Pingback: Is Facebook Advertising a waste of your money?

  • http://twitter.com/JimClaussen/status/479372775493488640/ @JimClaussen

    The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http://t.co/SQh35TTVIi

  • http://twitter.com/TheSocialCsuite/status/479374231604838403/ @TheSocialCsuite

    RT @JimClaussen: The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http:…

  • http://twitter.com/andyburt31/status/479374255399108610/ @andyburt31

    RT @JimClaussen: The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http:…

  • http://twitter.com/hhaswell/status/479384012834631680/ @hhaswell

    RT @JimClaussen: The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http:…

  • http://twitter.com/flintboxcox/status/479386492461412352/ @flintboxcox

    RT @JimClaussen: The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http:…

  • http://twitter.com/simonlporter/status/479594483525636096/ @simonlporter

    71% of CXOs see shift towards more #social collaboration , #IBM survey of 4000 execs shows http://t.co/GMqqJNiYcz #smb #socbiz

  • http://twitter.com/jordan_wolf/status/479597878856663040/ @jordan_wolf

    RT @simonlporter: 71% of CXOs see shift towards more #social collaboration , #IBM survey of 4000 execs shows http://t.co/GMqqJNiYcz #smb #…

  • http://twitter.com/JimClaussen/status/480064830423195648/ @JimClaussen

    The ground is moving >> Survey of 4,000 C-suite execs by #IBM shows 71% see shift towards more #social collaboration http://t.co/4AyN2KaHZt

  • http://twitter.com/evankirstel/status/480066045072646145/ @evankirstel

    “@JimClaussen: Survey of 4K C-suite execs by #IBM shows 71% see shift towards more #social collaboration http://t.co/zBOP6FwadG”

  • http://twitter.com/kintone_global/status/486176431089942528/ @kintone_global

    71% of C-suite executives see the shift towards more social collaboration http://t.co/OFPlk6nuwS via @andrewgrill