Measuring Business ValueSocial Journey Template

Introduction to Measuring Business Value

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Business value is achieved through a combination of quantitative and qualitative measures that are linked to one or more of the following three solutions:

Engage Collaborate

Attract, engage and retain your employees

Connect, collaborate and share with high performing teams

Adapt, compete and win through rapid innovation

Innovate

Introduction to Measuring Business Value

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The 3 solutions provide a great structure when identifying a social network’s business value by linking to the organization’s mission, vision, values and strategy.

Developing use cases enables the definition of clear business objectives and measures of success, be those quantitative or qualitative.

In each area where you are measuring business value you would have one or more use cases linked to one of the 3 solutions.

Use CaseUse CaseUse Cases

Three Solutions

Organization’s mission /

vision / values / strategy

Journey to Realizing Business Value

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There are three key steps on the journey to achieving business value:

People talking on the network is an important first step, but not knowing what they are talking about makes it difficult to understand the value.

Knowing what people are talking about is insightful, but not knowing the outcomes of the conversations makes it challenging to understand the value.

Business value comes from capturing and understanding the outcomes from those conversations.

Business

Value

People are talking about Sales and

this has increased revenue by X%

this quarter

People are talking about

Sales

People are talking

Network Maturity and Business Value

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Connections in the network grow exponentially with the number of users on the network.

It is important to have a enough active and engaged people on your Yammer network before focusing on business value.

Network Maturity and Business Value

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Delivering business value is a process of continuous iteration:

Start with a defined business purpose / use case Focus on delivering business value Celebrate success to inspire others to initiate their own use cases

Achieving outcomes which deliver business value is directly linked to the maturity of your Yammer network:

The initial focus should be on getting people on the network and talking (Adoption)

Next, get people talking about specific business areas/topics (Engagement) Only then will you be in a position to begin delivering business value

(Embedded)

Network Maturity and Business Value

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As the network matures the blend of where you focus effort will change:

Quantitative Measures of Network Health

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The Yammer Analytics Dashboard provides a number of statistics on network

activity and can be important for less-mature networks:

# of members

# of posts

# of likes

# of groups

These quantitative statistics are great for illustrating the growth of your

network and confirming that the network is active.

For example, an upward trend in the number of posts indicates that the

network is healthy and that employees are finding benefit from engaging on

the network.

Analytics Dashboard

Data Export

3rd Party Applications

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Available Quantitative Measurements

Analytics Dashboard

Accessing the Analytics Dashboard

Log in to your Yammer Network

In the top right hand corner, select “Apps”

Scroll down to “My Apps.” Click on Analytics

NOTE: that “Analytics” is open to all users on your network, so any user can view aggregate statistics.

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STOPIT’S YAMMER TIME

Yammer Analytics Overview

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YAMMER TIPS

Take a before and after

snapshot of your dashboard

to analyze how a launch or

event affects engagement

levels

Toggle to see network activity

for the past 7 or 28 days

Engaged Members

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YAMMER TIPS

Analyze the number of

engaged members vs. total

members

An engaged member has:

Private messaged, started

a thread, replied to a

thread, liked or shared a

conversation

Viewed a full

conversation, or clicked to

expand a post

Messages

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YAMMER TIPS

Analyze the number of

messages posted in a group

vs. in a private message and

the number of messages

posted month-over-month in

the past 6 months

All About Groups!

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YAMMER TIPS

Review the percentage of

active groups on the network

and the number of public vs.

private groups

If a particular group is

popular, invite the group

admins to share their best

practice for keeping a group

active

File Sharing

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YAMMER TIPS

View the total number of files

that have been uploaded to

the network over time

If files usage is low, organize

a training session on

collaboration best practices

Notes Creation

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YAMMER TIPS

Analyze the number of notes

that have been created over

time and the number of

unique note edits and views

If notes usage is low, organize

a training session on

collaboration best practices

Notes Viewed

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YAMMER TIPS

Analyze how your members

are using notes based on the

number of views and purpose

of the note (i.e.

business/project related, off-

topic/water-cooler, etc.)

How Are People Logging In?

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YAMMER TIPS

Identify how your members

are accessing Yammer; via

web, mobile, desktop, or

SharePoint

Are there opportunities to

raise awareness about certain

access points?

Mobile Devices

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YAMMER TIPS

Identify the type of mobile

app. training from which your

members would most benefit

If usage is low, organize a

campaign to promote usage

of Yammer via mobile

Why are Analytics Important?

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Monitoring and tracking the performance of your network allows you to observe its health, identify opportunities for growth, and keep track of how your organization is using Yammer.

If files and notes usage is low, could you organize training sessions on collaboration using Yammer tools?

If mobile usage is low, could you begin a campaign to raise awareness and promote usage?

If a particular group is popular, could you invite the group admins to share best practices for keeping the group active?

Data Export

What can be exported from Yammer?

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The Yammer Data Export is for Verified Admins only and will package and export all messages (public and private), notes, files, topics, users, and groups.

Data will be exported into separate .CSV files. The .CSV files will contain details of each data type, such as message ID, timestamps, participants, group names, etc. 

Files will be in their native format and notes will be exported in .html format. Exports will only contain files and notes created or modified during the time period specified for the export.

Performing a Data Export

Click Admin from the left Navigation

Select Content and Security > Export Data. In the date field, specify the starting date.

To Include attachments or Include external networks, check the box next to the option.

Click Export. The file will be saved to your Downloads folder.

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STOPIT’S YAMMER TIME

I have my exported file, so now what?

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Create a PivotTable, a Microsoft Excel feature which allows you to aggregate and visualize the data from your export.

Analyzing the Messages.csv file: Find the Top 10 groups based on posts or conversations, drill down to see the

breakdown by day. Find the Top 10 posters, drill down to see the breakdown by day.

Analyzing the Topics.csv file: Breakdown the number of topics created by day.

Tips for creating a Pivot Table

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Make a copy of your .CSV files Expand all columns Separate your date columns (“created_at”, “deleted_at”, etc.) into just a Date

column

In an empty column, call it “Date” and include this formula in the adjacent

row:

• "=CONCATENATE(LEFT(X#,10))" where "X#" is a date/time cell for that

row.

• For example, in the Messages.csv file:

• In cell U1, title it, “Create Date”

• In cell U2, enter the formula, “=CONCATENATE(LEFT(S2,10))"

Add a column for # of days since the last activity occurred, include this formula:

“=TODAY()-X#” where “X#” is the resulting cell from above.

Pivot Table Resources Here are some great resources from the Microsoft Office Team on getting started with

PivotTables:

Create a PivotTable to Analyse Worksheet Data

Use the Field List to arrange fields in an PivotTable

Update (refresh) data in a PivotTable

Filter data in a PivotTable

Sort data in a PivotTable

Delete a PivotTable

Creating a Pivot Table

Open the .CSV file that you would like to aggregate

Click on the Insert tab > Pivot Table

In the Create Pivot Table window, verify the data you want to analyze and location for the Pivot Table. Click OK.

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STOPIT’S EXCEL TIME

Example: Top 10 Groups by Posts

Create a PivotTable, using the Messages.csv file.

In the PivotTable Fields, drag id to the Values area. Make sure it’s set to Count of id.

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STOPIT’S EXCEL TIMEDrag group_name into the Rows area.3

In the PivotTable, Click on Row Labels and apply the Value Filter for Top 10.

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What happens when you drag Date below group_name in the Rows area.

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Example: Top 10 Groups by Posts, drill down to each Poster

Create a PivotTable, using the Messages.csv file.

In the PivotTable Fields, drag id to the Values area. Make sure it’s set to Count of id.

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Drag group_name into the Rows area.3

In the PivotTable, Click on Row Labels and apply the Value Filter for Top 10.

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Drag sender_name below group_name.5

STOPIT’S EXCEL TIME

Example: Groups with less than 100 posts

Create a PivotTable, using the Messages.csv file.

In the PivotTable Fields, drag id to the Values area. Make sure it’s set to Count of id.

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Drag group_name into the Rows area.3

In the PivotTable, Click on Row Labels and apply the Value Filter for Less Than...

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Enter a value of 100. Click OK.5

STOPIT’S EXCEL TIME

Yammer vs. Excel

Yammer Dashboard

• Network growth, weekly or monthly

• Engaged members

• # Messages posted

• # Groups total and active

• # Files total and uploaded

• # Notes total and created

• Top notes & files

• How organization is accessing Yammer

• Mobile devices that are being used

Data Export & Excel

• Using formulas, search for keywords, like a specific campaign or project name

• Using pivot tables, drill down or aggregate your data at a deeper level.

• Network growth at a daily level

• # messages posted per day, week, month

• # messages posted in each group

• Create charts & graphs to display analytics

Data Export API

What is the Data Export API?

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The Data Export API allows an IT administrator to set up and customize automatic, recurring exports for your network. This allows for greater control, flexibility, and customization.

URL: https://www.yammer.com/api/v1/export

Method: GET

Authentication: OAuth 2 access token, user must be a verified admin. See the Yammer Developer Network for generating an access token.

Query Parameters

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access_token – The OAuth bearer token of a verified admin.

model - Indicates which models to be exported. All available models will be exported if no model is specified. Multiple models may be specified with multiple parameters with the 'model' name. Available models include: User Group Message Topic UploadedFileVersion DocumentVersion

since - Indicates the start date of the export. All exported changes will have occurred on or after this date. Must be encoded as an ISO-8601 date.

Query Parameters

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include – Defines whether to include file attachments or not. Options are ‘csv’ (no attachments) or ‘all’ (include attachments).

network – Which network(s) one wishes to export. Must be accessible using the provided OAuth bearer token. i.e. the network associated with the token, or associated external networks.

include_ens – If ‘true’, automatically include all external networks associated with the network associated with the OAuth bearer token.

Example Queries

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Export all data since February 9, 2012: https://www.yammer.com/api/v1/export?since=2012-02-

09T00:00:00+00:00&access_token=WOOT8377DHL

Export all data since February 9, 2012 but exclude file attachments: https://www.yammer.com/api/v1/export?since=2012-02-

09T00:00:00+00:00&include=csv&access_token=WOOT8377DHL

Export message data since February 9, 2012 and exclude attachments: https://www.yammer.com/api/v1/export?since=2012-02-

9T00:00:00+00:00&model=Message&include=csv&access_token=WOOT8377DHL

3rd Party Applications

GoodData Partner Application

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GoodData is a Yammer Partner Application which allows the Verified Admin to extract and analyze data exported via the API. It is an analytics and reporting app. built around best practices and KPIs (Key Performance Indicators) for measuring Yammer networks. The app. sits on top of GoodData’s powerful BI (Business Intelligence) platform and consists of prepackaged dashboards. Key areas of analytic focus include group activity tracking, identification of influencers and champions, trending topics, and virality analytics. GoodData can:

• Easily be extended and customized to meet your organization’s unique needs.

• Include other data sources to provide a complete view of your organization’s social investments, including sources such as Facebook, Twitter, Google+, other Enterprise Social Networks (ESNs), or other internal data sources. 

• Track and analyze internal Yammer usage and adoption, ensuring that your organization makes the most out of its ESN investment. 

GoodData Partner Application

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Please contact team@gooddata.com for more information on pricing.

For more information see:GoodData for Yammer Page (http://www.gooddata.com/gooddata-for-yammer/)

GoodData Group in the YCN Network (https://www.yammer.com/yammerycn/#/threads/inGroup?type=in_group&feedId=1671058)

The GoodData for Yammer Video (uploaded into the YCN) (https://www.yammer.com/yammerycn/uploaded_files/11031754)

GoodData - Getting Started Guide for Developers  (uploaded into the YCN) (https://www.yammer.com/yammerycn/uploaded_files/10766131)

Axceler’s ViewPoint - Partner Application

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Axceler's ViewPoint is a Yammer Partner Application which allows any Yammer user to extract and analyze data exported via the API. Group data, including volume of posts, replies, "likes", and files, are all included in the export.

ViewPoint Enterprise provides visibility across an organization's enterprise collaboration platforms through interactive dashboards and can help you identify:

• Which users are contributing?• What is driving user adoption?• Which groups are falling flat?• Who are your most influential users?

For more information see:Axceler's ViewPoint Page (https://axceler.io/)

ViewPoint Enterprise Frequently Asked Questions (https://axceler.io/Help/FAQ)

Qualitative Measurements

Quantitative vs. Qualitative Measures

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When describing quantitative measures, we are primarily focusing on statistics obtained from the Yammer analytics dashboard and export.

We also encourage capturing qualitative success stories at regular intervals. This is a great way to identify and celebrate the business value that your Yammer network is delivering.

Qualitative Measures of Business Value

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Quantitative statistics are quick and easy to obtain from Yammer, but without understanding the Qualitative outcomes they do not provide a good measure of the business value that your Yammer network is delivering.

For example, would you rather have 100 people on your network just talking, or 25 people on your network improving sales revenue by sharing examples of what helped them to close their biggest deals?

Capturing the qualitative outcomes from conversations and realizing how they deliver business value should be a primary focus for mature networks.

Capturing Qualitative Business Value

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So what techniques can you apply in your Yammer networks?

It is easier to quantify business value when you have a clear vision for how Yammer is going to directly support the organization’s mission, vision, values and strategy.

Consider defining how Yammer is going to support the success of the organization. Focus on the metrics that the business is already using to measure

performance.

Consider using surveys, either before and after a Yammer network is launched. This can also be linked to annual employee engagement surveys, and

may reveal interesting insights into employee engagement.

Another frequently used technique to create a topic in Yammer, e.g. #YamWin, and add the topic to any conversations demonstrating business value.

Conclusion

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Quantitative Qualitative

Quick & easy to capture and good for showing network health

More difficult to capture but better for demonstrating business value

Network Maturity

Mea

sure

men

t ap

proa

ch

Qualitative Measures

(Business Value)

QuantitativeMeasures

(Network Health)

So Now What?

Examine your Analytics Dashboard Plan a Data Export Schedule Perform a Data Export Create a Pivot Table using your data Share what kind of report you’ve created and

how in the Yammer Customer Network (YCN)