10 ways to prove the business value of social
TRANSCRIPT
10 Ways to Prove the Business Value of Social
Michelle Caldwell
Director of Collaboration
Avanade
“Yammer has increased clarity of purpose and vision at ACT Conferencing. It has eliminated unnecessary filters and given us a way to communicate.”
Mark Kelly — President & COO, ACT Conferencing
Social: A new way to do business
Value of Networks
• Technical networks almost as effective as in person training
• Communities of Practice also valuable
APQC 2014 Study
If your organization is…• Geo-distributed
• Chrono-distributed
• Large in size
• Rife with unbrowseable content
• In need of velocity
• Wishing to preserve context
• Favorable to crowd-sourcing
• Attracting/retaining millennials
You have a business case for Social.
Why Enterprise Social Initiatives Fail
According to Gartner 90% of Enterprise Social initiatives fail because they follow the worst practice approach of “provide and pray”
IT unaware of the level of use of the social networks until usage hits critical mass and may know nothing about the tools being used
Defining Success – IT Depends
• Corporate Culture
• Use Cases Implemented or Targeted
• Tool Maturity and Usage
• Changes over time
Getting Started
Areas to focus on initially
• Speed up information sharing
• Expertise sharing
› Ask questions and find answers faster
› Save time by sharing great projects and preventing duplicate work
› Meet colleagues with similar interests and relevant expertise
› Share news and announcements with the people who need to know
› Discuss major decisions and prepare for change
› Gather opinions and ideas from across the company
What Can I Do With Communities…
› Coordinate work for projects and teams
› Gain visibility and insight on what’s happening, and where
› Introduce new hires and get them up to speed quickly
› Discover valuable information that can help you get more done
› Stay connected on-the-go with Yammer mobile apps
› Build technical expertise & organic knowledge bases
What Can I Do With Communities…
continued
Continuing Success Trajectory Focus on Specific Use Cases:
• Support introduction of new products
• Formalize Innovation
• Improve knowledge transfer
• Enhance customer knowledge
• Enable more flexible product and service pricing
• Improve Customer retention
• Support establishment for customer communities
• Support for continuous improvement
• Flatten management hierarchy
Reaping the Rewards
Areas of potential payback
• Reduce level of hardware investment
• Reduce inventories on hand
• Reduce staff
• Reduce travel costs
• Reduce communication costs
• Less need for specialized staff
• Direct cost savings
Measuring Value – Proving Success
Quantitative Measures:
• Number of Comments
• Number of blog posts
• Number of visits to blog posts
• Number of ratings
• Number of likes
• Number of images uploaded
• Top hashtags used in posts
• Dates and times of day of highest activity
Measuring Value – Proving SuccessQualitative:
• Analyze the comments – what do they tell us?
• Which posts have the most comments and why? Highest ratings, most likes? Most controversy? Who is commenting?
• What type of images are uploaded? How are they tagged? What is the business context?
• What are the top hashtags related to?
Measuring Value – Proving Success ….cont.Qualitative:
• Analyze the comments – what do they tell us?
• Analyze number of images uploaded
• Top hashtags used in posts
• Dates and times of highest activity – analyze this to understand when to most effectively engage your audience for the best results.
Network Maturity and Business ValueAs the network matures the blend of where you focus effort will change:
• Employee Connections• Culture Initiatives• Sharing Industry Articles &
News
• Replace Meetings• Team & Department FAQs• Employee Recognition
• Any business-related function or task done more efficiently
• Co-creating content• Sharing best practices & lessons
learned (communities)
Experimenting Evolving EstablishedAdapted from Yammer
A Starting Point in Measuring MaturityMeasure Experimenting With
New ToolEvolving Use Across
OrgEstablished as a Way of
WorkingEverywhere
Network Engagement(in this category the metrics are additive to each stage)
Number of Active Users* acceleration of sign ups
Active User Growth
Identified Influencers
Total Network Activity Level (posts + comments + likes + follows of all users in last 30 days)
User Coverage Gaps (interactive users by sub-organization)
Topics/Groups/Communications (in this category the metrics are additive to each stage)
Core groups created by motivated few
Active users creating new structures
Virtual Town Halls show leadership participation
External networks are created for regular customers/ partners/suppliers
Communities of practice connect difference parts of org
Structuring around business processes as well as intersections of communities of practice becomes more prevalent
Active Users = >1 interaction in last 30 days Interaction = joining a group, posting, liking,
commenting or following
A Starting Point In Measuring
Maturity…continuedMeasure Experimenting With
New ToolEvolving Use Across
OrgEstablished as a Way of
WorkingEverywhere
Place in Technology Stack
New Tool Tool for conversations
The ‘which tool when’ discussion happens
“Tool” discussion morphs into how to improve flow of communications/work
No email days regularly occur
Social layer –integrating and bringing content to line of business apps
Capture of Success Stories
Have to solicit use cases to demonstrate value
Power users tag wins as part of normal business
Every member recognizes to tag wins small or large
Wins occur regularly at ESN is part of the way business is done
Scoping Starting small, project or team trying it out as better way to get work done
Springs up in multiple teams/projects, sporadic use across business units/functions
Connections across units forming, looking for reuse & duplicative efforts/projects
Way things are done internal service providers model shifts to use as key delivery channel
European Commission
ABBLeader in Power & Automation Technologies
150,000 employees globally
Over 50,000 using Yammer in 80 countries
Largest community is 2300 members in OPEX and Product Management
Aon
70,000+ colleaguesStarted with 19,000 active users
• Integrated approach to knowledge sharing
• Bite size pieces, add individual solutions together
• Great networks take a village
• Group moderation – peer pressure is very effective
• Custom solutions may be around for a long time
• Communications to launch solutions very important
Success Factors
Identifying Use Cases
• Tap into tenets of your organization
• Business value questions
• Objectives align with your business results
• Proactively provide hard and soft metrics
• Identify role of IT – opportunity to change relationship
Find Scenarios that have a Compelling Business Case
25
Safety &
Sustainability
Shareholder
ValueProduction/
Volume & Cost
Agility
Workforce
Effectiveness
Productivity
Cost efficiency
People
Engagement
Employee
Pipeline
Value Levers
• Reduce time searching for information
• Reduce time re-inventing deliverables
• Increase time spent on higher value-added tasks
• Reduce travel costs
• Reduce time/cost to upgrade skills
• Reduce cost of knowledge drain when employees
leave
• Create employee communities that build
relationships
• Socialise business ideas and foster innovation to
drive business effectiveness
• Enable employee self service
• Become employee of choice with a collaborative
culture
• Reduce time and effort to find key information and
SMEs
• Help employees make better business decisions
• Reduce error rates and misinformation
• Become employee of choice with effective safety
culture
Value RealizationObjectives
Spectrum of Scenarios
Scenario 1
Scenario 2
MakingMeetings
Better
Support New
Systems
Scenario 3
Source: ManyWorlds
Beginning Social CommunitiesIdentify the Other (Informal) Leaders Willing to Go the Distance
Metric: Core group of key people who will support journey.
The Edges Define the Middle
Metric: Number and type of use cases expressed by different parts of the organization.
Engaged Users
Metric: Number of engaged users.
Track Serendipitous Success
Metric: Number and type of #esnwins.
Showcase a New Form of Collaboration to Management
Metric: Types and numbers of engagement activities.
Engage Users in Shared Spaceswww.StreamingItOutLoud.com – Free app for YammerStream Yammer feeds for events, communications & communities
Synxi.com – Expertise & Knowledge Discovery for SharePoint 2010, 2013 & YammerPosts Most Relevant to You
Expertise (based on the post and relevant expertise levels derived from users’ actual actions and interactions)
Contextualized Knowledge Discovery(based on the context of the specific post and your interests)
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