6 Pillars of Proving the Business Value of Social

Michelle Caldwell Director of CollaborationAvanade

DIRECTOR & REGIONAL LEAD

Michelle Caldwell

Mary.m.caldwell@avanade.com @shellecaldwell shellecaldwell.com

SPEAKER

Since 2005

Agenda• Identifying a business case for Enterprise Social• Where to begin• What can I do with communities• Example Use Cases for Yammer• Measuring Value• Measuring Maturity

Teams are overwhelmed

61% of time is spent coordinating collaboration

Source: McKinsey, The Social Economy

Organizations see a

20% to

25%boost in

productivity with social

technologies.

From Top-down To Bottom-up

“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.

Customer Success Story - Delphi

Why Enterprise Social Initiatives Fail

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

According to Gartner 90% of Enterprise Social initiatives fail because they follow the worst practice approach of “provide and pray”

Defining Success – IT Depends•Corporate Culture•Use Cases Implemented or Targeted•Tool Maturity and Usage•Changes over time

Getting StartedAreas to focus on initially

• Speed up information sharing• Expertise sharing

What Can I Do With Communities…

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

Nationwide – Find Answers Faster

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

European Commission13,000 employees70 external platforms

‘Most Effective InternalCommunication

Initiative 2014’

Continuing Success Trajectory • 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

Focus on Specific Use

Cases:

Lexis Nexis – Employee Engagement

Reaping the Rewards

• 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

Areas of potential payback

Customer Success Story – Reduce Inventories

Measuring Value – Proving Success• 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

Quantitative Measures:

• 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/docs are uploaded? How are they tagged? What is the business context? How many?

• What are the top hashtags related to?

Qualitative:

+

*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…continued

Measure Experimenting With New Tool

Evolving Use Across Org

Established as a Way of Working

Everywhere

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

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

25

Find Scenarios that have a Compelling Business Case

Safety & Sustainabilit

y

Shareholder Value

Production/ Volume &

Cost

Agility

Workforce Effectivenes

s

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

Productivity

Value Generation

Individual Team Process

Scenario 1

Scenario 2

MakingMeetings

Better

Support New

Systems

Scenario 3

Source: ManyWorlds

Beginning Social Communities

27

Identify the Other (Informal) Leaders Willing to Go the DistanceMetric: Core group of key people who will support journey.

The Edges Define the MiddleMetric: Number and type of use cases expressed by different parts of the organization.

Engaged UsersMetric: Number of engaged users.

Track Serendipitous SuccessMetric: Number and type of #esnwins.

Showcase a New Form of Collaboration to ManagementMetric: Types and numbers of engagement activities.

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References• Naomi Moneypenny’s Blog: http://naomimoneypenny.com/• YouTube Yammer Channel: https://

www.youtube.com/user/YammerInc/videos

DIRECTOR & REGIONAL LEAD

Michelle Caldwell

Mary.m.caldwell@avanade.com @shellecaldwell shellecaldwell.com

SPEAKER

Since 2005

AonRisk Management, Insurance, Human Capital70,000+ colleaguesStarted with 19,000 active users

ABBLeader in Power & Automation Technologies

150,000 employees globallyOver 50,000 using Yammer in 80 countriesLargest community is 2300 members in OPEX and Product Management

Engage Users in Shared Spaceswww.StreamingItOutLoud.com – Free app for YammerStream Yammer feeds for events, communications & communities

Appendix – Third Party Tools

Synxi.com – Expertise & Knowledge Discovery for SharePoint 2010, 2013 & YammerPosts Most Relevant to You

Click Knowledge to discover other content relevant to the context of this particular post.

Expertise (based on the post and relevant expertise levels derived from users’ actual actions and interactions)

Select network(s) from which you’d like to get recommendations.

Contextualized Knowledge Discovery(based on the context of the specific post and your interests)

synxi ®

Click Expertise to discover experts relevant to this particular post.

Show the Value of Your Network!

Social insights for Yammer

With the broad use of enterprise social networks, community managers, group leaders and business sponsors need a better way to understand where they’ve been, where they are and

where they’re going. Use tyGraph to surface metrics with meaning.

Social insights for Yammer

tyGraph Target Audience

Business Manager• Prove the value of the

network

Community Manager• Enhance user engagement • Remove the noise and

amplify the signals

Group Manager• Recognize contributors• Engage “lurkers”

tyGraph ComponentsData Harvester

• Connects to your Yammer Network

• Continuously collects data

• Populates the Data Warehouse

Data Warehouse

• Structured data warehouse constructed using best practices

• Extensible to other data sources (e.g. AD, HRIS, etc)

Visualizations

• Data Model• Graphical

Visualizations• Delivered in

either Excel format or a Browser

Unique Insights Delivered by tyGraph

File Views by Person

File Downloads by Person

Picture Views by Person

Picture Downloads by Person

Number of Likes

GroupActivity

Threads Responded to by User not Mentioned

Percentage of Threads with No Replies

Groups Dashboard

YamJam Dashboard

Top Contributors

GroupManagement