Cloud // Software as a Service
News
10/30/2012
12:39 PM
Connect Directly
LinkedIn
Google+
Twitter
RSS
E-Mail
50%
50%
Repost This

NationalField Campaigns For Social Business

Software that gained fame as an online tool for Barack Obama's 2008 campaign puts setting and tracking corporate goals at the center of enterprise social networking.

This year, NationalField has been working more aggressively to broaden its reputation with press appearances, including an InformationWeek ValleyView video. This month it secured a $1.5 million round of financing, which Saatchi said will go toward developing mobile apps and building a sales team (meaning it will be more than just him).

Saatchi didn't say much about how the software is being used by the Obama team in 2012, other than that "the campaign still does have the same approach." NationalField is still very active in politics, but trying to expand its base, he said.

Meanwhile, it's waging a sarcastic online campaign against a fictional competitor called Zammer with a series of YouTube videos, with pointed commentary that could also apply to other enterprise social networks. One of these screen-capture vignettes, titled "Likes," features a happy social conversation among workers about how their numbers are up. This has "DinaVPSales" excited until she realizes they're talking about social networking metrics, not money coming into the organization, and finds it impossible to drag the conversation back to practical business objectives.

"The sense I get from customers is they want something different. They still believe in social, but they're not satisfied by what they're getting," Saatchi said.

Adoption

Likes

Noise

Follow David F. Carr on Twitter @davidfcarr. The BrainYard is @thebyard and facebook.com/thebyard

The business world is changing. Is your company ready? E2 Innovate, formerly Enterprise 2.0, is the only event of its kind, bringing strategic business professionals together with industry influencers and next-gen enterprise technologies. Register for E2 Innovate Conference & Expo today and save $200 on current pricing or get a free expo pass. Nov. 12-15, 2012, at the Santa Clara Convention Center, Silicon Valley.

Previous
2 of 2
Next
Comment  | 
Print  | 
More Insights
The next wave in APM
The next wave in APM
Find out how to get the benefits of application monitoring while avoiding the complexity and performance headaches.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Elite 100 - 2014
Our InformationWeek Elite 100 issue -- our 26th ranking of technology innovators -- shines a spotlight on businesses that are succeeding because of their digital strategies. We take a close at look at the top five companies in this year's ranking and the eight winners of our Business Innovation awards, and offer 20 great ideas that you can use in your company. We also provide a ranked list of our Elite 100 innovators.
Video
Slideshows
Twitter Feed
Audio Interviews
Archived Audio Interviews
GE is a leader in combining connected devices and advanced analytics in pursuit of practical goals like less downtime, lower operating costs, and higher throughput. At GIO Power & Water, CIO Jim Fowler is part of the team exploring how to apply these techniques to some of the world's essential infrastructure, from power plants to water treatment systems. Join us, and bring your questions, as we talk about what's ahead.