Thursday, April 5, 2012

Social Ranking Serves as Litmus Test for Ability to Drive Social Business Transformation

Milpitas, CA.

Social email provider® today announced the results of a study showing that only 10% of CIOs on the Fortune 250 and Global 250 lists are active participants in public social networks. The members of that 10% - compiled in a list of the25 Most Social CIOs – have social credentials demonstrating that they understand what it takes to drive business transformation by using social tools to help flatten hierarchies, speed up business processes, and boost efficiency and agility through collaboration.

The CIOs recognized on's 25 Most Social CIOs list include SAP's Oliver Bussmann, Google's Benjamin Fried, Pemex's Abraham Galan, Royal Bank of Scotland's Ian Alderton, Microsoft's Anthony Scott, SUPERVALU's Wayne Shurts, Kimberly-Clark's Ramon Baez, Cora Carmody of Jacobs Engineering Group, Kenneth Corriveau of Omnicom Group and Michael Kirschner of Office Depot.

Surprisingly, according to the analysis of the highest-ranking CIOs from the Fortune 250 and Global 250 lists, only four are bloggers. More than one-third (35 percent) either have no LinkedIn profile or have one with fewer than 100 connections.

While not all CIOs in the Top 25 are social in every network, they rank high on a formula that provides a holistic measure of the social impact of individual CIOs. That formula takes into account the strength of the CIOs' LinkedIn network, their retweet frequency, scores, blog reach, citations by other influential bloggers, Google+ Circle of Influence and related factors. Weights were assigned to each factor to produce the final rankings.

The surprisingly low social ranking of most CIOs is significant given the high priority that businesses are placing on social transformation. According to Deloitte's "TechTrends 2012," businesses of all sizes are making focused investments in deploying social technology and media into well-mapped social networks for specific business objectives across the enterprise value chain. On the other hand, Gartner Research predicts that over 70% of IT-led social media initiatives will fail through 2012.'s findings may explain why.

"These 250 CIOs are charged with transforming the world's largest enterprises, yet our analysis shows that most have relatively little experience using the kinds of tools that are needed to drive that change. That is a major stumbling block, according to CIOs and business experts we have consulted," said Mark Fidelman, Chief Social Strategist at and lead author of the analysis.

"The consensus among the people who top our list is that CIOs need hands-on experience engaging with customers, vendors and influencers in public social networks in order to have the credibility and know-how to transform the stodgy, silo-e'd business culture into a collaborative environment that is now considered essential to build competitive advantage," Fidelman said. "If CIOs want to put social media to work to get rid of those silos and put their companies on a social track, the first step is to get social themselves."

Examples of social CIOs who demonstrate an understanding of the elements needed to transform traditional command-and-control style businesses into more social, agile environments include:

  • SAP Global CIO Oliver Bussmann, who is leading SAP's business transformation in part by getting the company to use its own social networking products internally. Starting with a 100-day plan in 2009, he benchmarked all business functions within the 50,000-person company. Since then, he has mapped social tools closely to business workflows and the bring-your-own-device (BYOD) movement with initiatives such as creating an IT network that allows employees to access data using tablet computers and smartphones. Bussmann is on Twitter at @sapcioand is a frequent contributor and subject matter expert on the SAP Global IT Blog.
  • SUPERVALU CIO Wayne Shurts is leading an intensely business-focused effort to simplify business processes and integrate social tools into traditional, transaction-oriented applications. The essence of SUPERVALU's "Business, fast and simple" motto is to introduce functional, state-of-the-art marketing and merchandising systems that speed ideation and solve problems faster, both within the business as well as with vendors, suppliers and partners. Shurts is on Twitter at @wayneshurts and has been a frequent contributor, featured commentator and subject matter expert on the Enterprise CIO Forum.
  • Ian Alderton, CIO for the corporate banking division of the Royal Bank of Scotland, is using social media to transform organizational performance and support multibillion-pound revenues to deliver significant and highly focused results. Alderton blogs on banking technology innovations that drive customer engagement and market penetration using mobility, social and crowd sourcing, supported by real time analytics and charting, at


The entire list of the 25 Most Social CIOs can be found on the blog.

About (pronounced 'harmony') is a provider of software solutions that advance social business by aggregating document collaboration, enterprise social networking, unified communications and other social tools into the email client and other locations where users already spend their workday, saving time and eliminating point solutions that complicate usability. Thousands of businesses already use to vastly increase user adoption of applications such as Microsoft SharePoint and Google Docs™ for social and collaboration functions. For more information, visit

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