2012 e20 summit metrics

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    www.kooperationssysteme.de

    Forget the ROI

    and reveal thebenefits of Enterprise 2.0

    Enterprise 2.0-Summit Social Business Analytics

    Paris, 8 fvrir 2012

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    Enterprise 2.0 = Cooperation

    Cooperation Systems are sociotechnical systems

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    Technical System

    Usability

    Flexibility

    Social System

    Social Protocols

    ProcessesIncentives

    Communication

    Social Interaction

    Organisation

    Structure

    Values

    Construct

    Design

    Architecture Tools

    Integration

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    Why do we want to measure?

    ManagementStakeholder

    Platform responsibleStakeholder

    Improvement of current platform use(What can we do to improve collaboration further?)

    Interested in

    Stakeholder

    The impact of different stakeholders should be considered during success

    measurement and the choice of success metrics.

    Justification for investment

    (Is it worth to sponsor?)

    Interested in

    UserStakeholder

    Have benefits of the platform transparent

    (What can the platform do for me?)

    Interested in

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    Implementing #E20

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    StrategyImple-

    mentationBetrieb

    Vision &

    Stakeholder-

    management

    Use Cases (Users)

    Collaborative Use Cases

    Analysis

    Change

    Management

    Guidelines

    Evaluation

    Roadmap

    Usage Analysis

    (Platform responsible)

    Working Packages

    Platform decision

    Success Metrics (Management)

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    What do we know:(from an academic point of view)

    There is a huge amount

    of success models!!

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    Success measurement modelsDeLone & McLean 1992 (IS Success Model)

    DeLone W. and Mclean E.R. (1992). Information Systems Success: The Quest

    for the Dependent Variable. In: Information Systems Research, 3(1), p.: 60-95.

    Systemquality

    Informationquality

    Usersatisfaction

    Use

    Individual Organisation

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    Success measurement modelsReturn on Contribution (IBM)

    Dogear

    Social Bookmarking & Social Networking

    Beehive

    Comparison of:

    Content:

    Bookmarks

    Tags

    Person-summaries

    Content: Person-summaries

    Photos

    Lists (HiveFives)

    Events

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    Success measurement modelsMcKinsey (2010):Web 2.0

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    Success measurement modelsCooper et al. 2010

    Organisation

    Groups/Teams

    Individual

    Activity Capability Business Process

    Total activity /usage

    Group activity/ -usage

    Individual activity/-usage

    Strategiccapabilities

    Groupcapabilities

    Individualcapabilities

    Organisational

    KPIs / KVIs

    GroupKPIs / KVIs

    IndividualKPIs / KVIs

    Source: Cooper C.N., Martin, M. and Kiernan, T. (2010). Measuring the value of social software.

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    The status quo(A small study by Christian Herzog)

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    Do you measure the success?

    All respondents see a benefit in using of social software, BUT

    Only 5 of 12 asked companies say they measure the success of social

    software tools for the internal communication and collaboration

    If not, what are the reasons? (m. ch.)

    The tools are already integrated into the business processes, so that there is

    no need to prove the benefits (2x), Social Software is part of the business

    (companies in the web area) (2x),

    Lack of interest to evaluate the success(1x),Benefits are evident, they dont have to be proved (1x)

    Lack of targets (2x), direct responsibility for the tools are missing (1x),too

    early to evaluate the success (still in pilot phase) (1x)

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    Methods and metrics

    Are there any barriers which restrict or prevent the success

    measurement?Too much effort (1x), only limited possibilities of the system (1x)

    Missing aims (1x), Privacy Policy (1x)

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    Models & methods Key figures & metrics

    Database queries/usage analyis Use / usage date (posts, pageviews, etc.) (7x)

    Employee surveys, Expert evaluations User satisfaction (3x)

    ROI ROI (2x), Reducing work and search time

    (1x),

    Reducing emails (1x)

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    And now??

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    Further

    developmentControlling

    Before

    Launch

    Business Value

    Capability

    Vitality

    Positiv

    change

    Negativchange

    User

    Platform responsible

    Executive

    Usage

    Perceived

    benefits

    Measurablebenefits

    Communication

    Cooperation

    Collaboration

    Dimensions to consider

    WHAT?

    Social interaction and

    culture

    WHEN?

    State / Time of

    MeasurementWHERE?

    Aggregated types of

    measurement

    FOR WHOM?

    Recipient levelsWHAT CHANGE?

    Cost / performance

    levels

    WHICH DATA?

    Direct measurement

    types

    Opportunity

    (-costs)

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    Think ahead!

    True, managers focus on KPIs. But if that

    contradicts taking time for #socbiz, they

    have wrong KPIs

    (Cordelia Kroo, #e20summit 2012)

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    Usage analysis

    In the expectation of unforeseeable

    appropriations, management should

    constantly reflect use cases and the role of

    the platform and mirror them back to thecommunity.

    In this context the (qualitative) analysis ofhow the platform is used can help to keep

    track of new uses.

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    Thank you for your attention

    ?Questions

    Dr. Alexander Richter

    Christian Herzog

    Sebastian Mller

    Cooperation Systems Center Munich

    Institute for software technology

    Bundeswehr University Munich

    Tel.: +49 (0)89 6004-4406

    Fax: +49 (0)89 6004-4447

    www.kooperationssysteme.de

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