making the case for social collaboration in the enterprise
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Making the Case for Social Collaboration in the Enterprise
Charlene Li, Partner and AnalystAltimeter Group | @charleneli
Jeff Seacrist, VP – Partner SolutionsJeff Seacrist | @jeffseacrist
Introductions
Jeff SeacristVP, Partner Solutions
Webtrends@jeffseacrist
Charlene LiPartner and Analyst
Altimeter Group@charleneli
© 2013 WEBTRENDS INC. 3
WEBTRENDS COLLABORATION OPTIMIZATION SOLUTIONS
Optimize internal collaboration through data
Insight into what is driving adoption, engagement, and organizational maturity
Ensure enterprise social networks are deliveringbusiness value
© 2013 WEBTRENDS INC. 4
BUILDING ORGANIZATIONAL MATURITY
Create Connect
Consume
Contribute
Collaborate
The Collaboration Problem
Approaching collaboration with technologies first
In fact, it’s about creating relationships to address gaps
Relationships fill two types of gaps
Gaps in information flows Gaps in decision making
Social Will
Be Like Air
Top Goals Revolve Around Sharing
Base: 44 companies with more than 250 employees
Source: Altimeter Group, “Making the Business Case for Enterprise Social Networks”, February 2012
Increase employee retention
Reduce internal emails
Create a virtual watercooler
Support a strategic transformation
Facilitate cross-department collaboration
Sharing of best practices
2.24
2.38
2.56
2.91
2.93
3.14
3.18
3.26
3.41
3.42
3.48
“How important are the following goals in your decision to deploy an enterprise social network, on a scale of 1 to 4?”
Impact is Only Moderate
Base: 77 companies with more than 250 employees
Source: Altimeter Group, “Making the Business Case for Enterprise Social Networks”, February 2012
Employee retention
Reduce volume of meetings
Faster decision making
Streamline a business process
Reduce internal emails
Support a strategic transformation
Sharing of best practices
Create a virtual watercooler
Find experts or share expertise
Improve collaboration between dept/teams
1.63
1.84
1.95
1.97
2.08
2.35
2.66
2.77
2.79
2.91
“How much impact has the enterprise social network platform had on your organization in the following areas? (Scale of 1 to
4)”
Most Organizations Admit They Measure Poorly
Base: 42 companies with more than 250 employees
Source: Altimeter Group, “Making the Business Case for Enterprise Social Networks”, February 2012
Measures very poorly
Measures somewhat
poorly
Measures somewhat well
Measures very well
33.3%35.7%
31.0%
0.0%
“How well do you feel your organization is measur-ing the impact of enterprise social networking?”
52%
43%
29%26%
19%
10%7%
“How do you measure the impact of enterprise social networking in your organization?”
Lack of Metrics Means Business Impact Goes Unmeasured
Base: 43 companies with more than 250 employees
Source: Altimeter Group, “Making the Business Case for Enterprise Social Networks”, February 2012
Objectives Metrics Relationships Technology
Four Parts of Social Collaboration Strategy
Identify and prioritize the gaps that relationships can fill.Design your long-term goals for the ESN with purpose. Paint the future path in gold for employees.
Have Clear Objectives
• Identify and prioritize the gaps that relationships can fill.
• Design your long-term goals for the ESN with purpose.
• Paint the future path in gold for employees.
4 Ways Enterprise Social Networks Drive Business Value
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Encourage Sharing
Capture Knowledge
Enable Action
Empower Employees
1
2
3
4
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Encourage Sharing• Creates two-way dialog• Makes business personal• Reduces distance to leaders• Connects globally• Forms private groups
1
Infosys’s SharePoint community delivers higher employee satisfaction, faster content publishing, easy enhancements, and potential for better customer solutions.16
Nokia’s CEO Stephen Elop posts frequently, signaling the dawning of a new type of relationship between leadership and employees.
Encourage Sharing
1. Does participation improve organizational culture?
2. Does it promote best practices that lead to quality improvement?
3. Does it correlate to reductions in issue resolution time?
4. Does it correlate to an improvement in audit scores or other measures of risk reduction?
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Thought Starter Questions
Capture Knowledge• Identify expertise• Avoid duplication and have
better coordination• Transfer knowledge• Improve best practices
2
“Social media allows our people to be able to drive sales by going to a specific group on our ESN with expertise for a particular situation.”
Erin Grotts, Director of Internal Communications
for Supervalu
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“No single group of employees is ever left out of critical conversations or denied access to necessary information.”
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Karen Lee, Sr. Director of Internal Communication at SAS
Capture Knowledge
1. Does collaboration shorten learning curves and/or training time?
2. Does it lead to reductions in onboarding time?
3. Does it translate to competitive advantage?
4. Does it reduce operational costs and better leverage employee talent?
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Thought Starter Questions
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Enable Action• Solve problems faster and
better• Bring outsiders in• Streamline processes
3
CECOM employees explore the different capabilities of the CECOM worldwide SharePoint portal at its kickoff event, held June 28, 2012.
Centralize, Streamline, and ConnectU.S. Army CECOM thrives with SharePoint
portalCECOM employees explore the different capabilities of the CECOM worldwide SharePoint portal at its kickoff event, held June 28, 2012.
“internal Google” Nearly all of Deloitte Australia’s employees use social collaboration daily, to solve problems and answer questions faster.
25
Enable Action
1. Does it correlate to improvement in top-line revenue via customer retention?
2. Does it enable process improvements that lead to reduced costs?
3. Does it help speed products or services to market?
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Thought Starter Questions
Empower Employees• Give employees a voice• Make meaningful contributions
and innovations• Increase engagement, satisfaction,
and retention
4
We are trying to build a culture that encourages risk-taking and more innovation at the front lines. It's critical to enable people without going through a chain of command.
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Carl Camden, CEO of Kelly Services
Applebee’s Enables 7,000 Employees in 1,000 Locations Monitor and Respond in Social Media
GOVERNANCESHARING
REAL TIME
EFFICIENCY
Empower People
1. Does participation promote employee satisfaction?
2. Does participation correlate with employee loyalty?
3. Does more collaboration correlate with stronger employee performance?
4. Does it correlate with innovation?
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Thought Starter Questions
Objectives Metrics Relationships Technology
Four Parts of Social Collaboration Strategy
Put the Right Metrics in Place
Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
• Measure gap closing, not engagement.
• Track relationships, not conversations.
Identify Appropriate Metrics
• Determine method– Top-down, bottom-up– Qualitative and quantitative methods– A/B testing, correlation
• Prioritize your metrics based on: – Value– Ability to measure– Resources required– Priority to the organization
Employee-Based• Performance• Satisfaction• Retention• Promotion
Organization-Based• Productivity• Onboarding time• Risk reduction• Audit scores• Speed to market
Customer-Based• Revenue/Lifetime Customer Value• Satisfaction or Net Promoter Score• Loyalty
Sample Metrics
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Objectives Metrics Relationships Technology
Four Parts of Social Collaboration Strategy
Budget, staff, and resource appropriately.Get executives involved.Foster transparency to create an open culture.Create incentives and rewards for participation.
Invest in Relationship Management
• Budget, staff, and resource appropriately.
• Get executives involved.• Foster transparency to
create an open culture.• Create incentives and
rewards for participation.
Organize to Scale Social
• Identify your organizational model for social.• Outline the roles and responsibilities of your
measurement team.• Determine how you will staff.• Build workflow and communication processes.
Decentralized Centralized Hub & Spoke Multiple Hub & Spoke
Holistic
Objectives Metrics Relationships Technology
Four Parts of Social Collaboration Strategy
Choose based on the relationships you want to build, not features.Prioritize based on your objectives and need for integration.Have simple guidelines in place.Invest in evangelists.
Prioritize Technology with Relationships in Mind
• Choose based on the relationships you want to build, not features.
• Prioritize based on your objectives and need for integration.
• Have simple guidelines in place.
• Deploy in one department first. Look at usability, governance, data integration, analytics.
• Consider how and whether multiple tools will complement each other.
Technology Options Proliferate
How ESNs Mature
Maturity Model for Enterprise Collab Metrics
Volume Metrics (from collaboration
platform)
Correlated Metrics (Compared with Enterprise Data)
Holistic Metrics (Integrated with
Enterprise/External Data)
Social Will
Be Like Air
Charlene Li
charleneli.com/blog
Twitter: charleneli
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