Steering an Enterprise Social Network

Unrestricted © Siemens AG 2014. All rights reserved

Steering an Enterprise Social Network:do measures have the desired impact?A case study of Siemens TechnoWeb

Siemens Corporate Technology | May 2014

May 2014 Corporate Technology Unrestricted © Siemens AG 2014. All rights reserved

Conclusion

Metric results and derived measures

Strategy and Metrics: The Balanced Score Card for TechnoWeb

Siemens TechnoWeb

Introduction – Why metrics?

Agenda


The earlier we know the impact of an activity, the more directed (efficient) we can manage the change

Resources

Challenge

• We cannot1) efficiently manage change without feedback about our progress

• Implementing metrics also costs resources

The challenge: Reach the desired situation with minimal resources in a limited time period

1) Exception: a sufficiently accurate model about the system is available. Per definition this is not possible for complex systems.

Change ManagementCurrent situation Desired Situation


Large Enterprise Social Networks require metrics: there is always something we did not know before

Feedback Channels

More than 3000 usersUp to 300 users

Source: Christian Pescher, LMU: Social Network Analysis of Urgent Requests within Siemens TechnoWeb, data: 2/2014, colors represent the Siemens Sectors and CT

• Change management is possible without formal metrics

• Our personal network :

• knowing the key players

• knowing the key activities

• open feedback culture within this network

• Metrics are required for an efficient change management

• In addition to our personal network

• And formal feedback channels


Conclusion



Siemens TechnoWeb


Agenda


TechnoWeb: “Find People to get Answers”Enterprise Social Network for Siemens experts

Personalized dashboard(incl. activity stream of joined networks)

Network (Community) pages, with member list, partner network list, activity stream

Public profile pages of each user (incl. activity stream)

with news and RSS-feedsUrgent request (with target messaging)

+ advanced search and tagging+ integration of Sharepoints, wikis, blogs...

Open for allSiemens employees


435 Networks with all Sectors

Examples: Computational Fluid Dynamics

(E, H, I, IC, CT) Siemens Production System (E, H, I, IC, CT) Nondestructive Evaluation (E, H, I, IC, CT) Technology Scouting (E, H, I, IC, CT)

Key Figures

> 1400 technology networks > 38.000 users

Corporate Problem Solving: Urgent Request Ø 30 Mio.€/year accumulated business impact Ø 7 Replies / Urgent Request

(w/o Author’s comment) Median: 31 minutes for first response

TechnoWeb supports open cross-Sector collaboration

# of networks with at least one member of A and BA B

Number of TechnoWeb network with members from both sectors

435

• 621

•70

6

• 749

• 701

• 741

718

• 657

•

733

• 831

I&C

Industry

CT

• 619Energy Health

Data: March 2014


Conclusion



Siemens TechnoWeb


Agenda


The new TechnoWeb strategy is based on Value Steering – RIP4ROI revisited

Conference1) Amsterdam 2010: RIP or ROI?

• TechnoWeb strategy of 2010 was presented via Balanced Score Card

• Focus on quantity

Today: 4 years later

RIP 4 ROIRest in Peace for Return on Invest

RIP 4 ROIRest in Peace for Return on Invest

• TechnoWeb strategy of 2014 is presented via Balanced Score Card today

What is new?

• Challenge 1: Bridging the innovation chasm from early adopters to mainstreame.g. simplified user interface

• Challenge 2:“Market share” due to the expansion of the internal ecosystem

• Challenge 3:New actionable metrics (instead of “vanity metrics”) generated new insights and need for actione.g.: retention rate, persons without networks

Today: more focus on value

What changed since 2010?

1) See slides at http://de.slideshare.net/heisss/rip4-roi-siemens-heiss

http://de.slideshare.net/heisss/rip4-roi-siemens-heiss


Strategy: value steering focuses on the value (RIP) – the benefit (ROI) follows as a consequence

Driver Tree for the TechnoWeb Balanced Score Card 2014

GrowthActivity

Value (RIP) Benefit (ROI)

Attract New Users# of new users per month,

total # of users

Foster Cross-SectorCommunication

Avg. # of sectors / network (quarterly)

Enrich Targeting Information (Digital Trace)

Avg. level, histogram of tag assigned (quarterly)

Corporate Problem Solving SuccessUrgent Request Success Rate (including monitoring1)

of Business Impact level of unanswered Urgent Requests), median of first response time (moving window over 12 months)

GenerateBusiness Impact

Σ Business Impact in €of Urgent Request with reply

(moving accumulation over 12 months) 1)

Increase Retentionretention rate (%) of not new userswithin 1 full month / 12 months 2)

Trigger Cross-SectorCollaboration

Avg. # of sectors / Urgent Request

Provide Targeted Audience for Written Content (Write)

write rate (%) of not new userswithin 1 full month / 12 months 2)

Increase Recommendations# of invite activities / month

Increase Moderated Content

Total # of Technology Portals

Provide Simple Interactions (Activity)

activity rate (%) of not new users within 1 full month / 12 months2)

Encourage Users toJoin Networks

# of users with network memberships

1) Details in monthly analysis 2) Details per cohort monthly and annually An improvement of A leads to an improvement of B (thick lines: strong dependency) BA


Conclusion

Metric results and derived measures (selected examples)


Siemens TechnoWeb


Agenda


Strategy: value steering focuses on the value (RIP) – the benefit (ROI) follows as a consequence

Driver Tree for the TechnoWeb Balanced Score Card 2014 (symbolic3))

GrowthActivity

Value (RIP) Benefit (ROI)

Attract New Users# of new users per month,

total # of users

Foster Cross-Sector

Communication Avg. # of sectors / network

(quarterly)


Avg. level, histogram of tag assigned (quarterly)Corporate Problem Solving Success

Urgent Request Success Rate (including monitoring1) of Business Impact level of unanswered Urgent Requests),

median of first response time (moving window over 12 months)

GenerateBusiness Impact

Σ Business Impact in € of Urgent Request with reply

(moving accumulation over 12 months) 1)

Increase Retention(Read)

retention rate (%) of not new userswithin 1 full month / 12 months 2)

Trigger Cross-SectorCollaboration

Avg. # of sectors / Urgent Request

Provide Targeted Audience for Written Content

(Write)write rate (%) of not new users

within 1 full month / 12 months 2)

Increase Recommendations

# of invite activities / month

Increase Moderated Content

Total # of Technology Portals

A1

A2

A3 A4

A5

A6

Encourage Users toJoin Networks

# of users with network membership

Provide Simple Interactions

(Activity)activity rate (%) of not new users within 1 full month / 12 months2)

1) Details in monthly analysis 2) Details per cohort monthly and annually 3) For reasons of confidentiality the traffic lights do not show real values A1-A6: planned activities (see next slide)

An improvement of A leads to an improvement of B (thick lines: strong dependency) BA


Most of the planned activities are stimulating early drivers of the Balanced Score Card

Examples of Activities A1-A6

• Inform users about the impact of tagging and motivate them to improve their digital trace

• Enable mobile access (App) for key functions of TechnoWeb

• Award those moderators who have the most new members in their network in a defined period (e.g. 3 month)

Technology Portals Welcome Wizard

Moderator’s Competition Newsletter EditorialMobile Access

• Helps new users to identify interesting networks

• Goal: every TechnoWeb user should be a member of at least one network

• New network type Technology Portal supports better moderated content

• Acquisition of new Technology Portals

• Flexible in adding new functionality for Technology

A1 A2 A3

A4 A5 A6

done

done

10/2014

2014 done


L-1: No

tags at all

L0: 0-1 tag

L1: 2 tags

L2: 3-4 tags

L3: 5-8 tags

L4: 9-16

tags

L5: 17-32 tags

L6: 33-64 tags

L7: 65-128 tags

L8: 129-256 tags

L9: 257-512 tags

L10: 513-1024 tags

L11: 1025-2048 tags

1

10

100

1000

10000

100000

Strong tag relationship (personally assigned tags, e.g. follow tag)

Weak tag relationship (indirect tag as-signment, e.g. by joining a network)

Need for actions ( + + ): Many users have very good Digital Trace, but some have no Digital Trace


Avg. level, histogram of tag assigned (April 2014)

37584 – 19397 = 18187

Metric: Average Digital Trace Level

(weighted arithmetic average, weak tag levels are weighted with 0.5):

1.35

A6A3A2

A2: Welcome Wizard A3: (sorry, confidential) A6: Newsletter Editorial


Very good Cross-Sector participation within TechnoWeb networks

Foster Cross-Sector Communication

Histogram: number of networks with x number of Sectors (April 2014)Sectors considered: Energy, Healthcare, Industry, Infrastructure & Cities, CT + Others

1 2 3 4 50

100

200

300

400

500

600

79

196

293

365

511

Number of sectors

Nu

mb

er o

f n

etw

ork

s

Avg. # of sectors per network:3.7

0 1 2 3 54


In most cases, Urgent Request responses also come from other Sectors

Trigger Cross-Sector Collaboration

Number of Urgent Requests with X Number of Sectors Sectors considered: Energy, Healthcare, Industry, Infrastructure & Cities, CT + Others

Sectors of users who have been deleted from the database (per April 17, 2014) are assigned to ‘CT + Others’

1 2 3 4 50

50

100

150

200

250

300

350

400

450

263

424

390

252

142

Number of Sectors

Nu

mb

er o

f U

rgen

t R

equ

est

Avg. # of Sectors per Urgent Request:

2.7

0 1 2 3 54


Aug-1

0

Oct-1

0

Dec-1

0

Feb-1

1

Apr-1

1

Jun-

11

Aug-1

1

Oct-1

1

Dec-1

1

Feb-1

2

Apr-1

2

Jun-

12

Aug-1

2

Oct-1

2

Dec-1

2

Feb-1

3

Apr-1

3

Jun-

13

Aug-1

3

Oct-1

3

Dec-1

3

Feb-1

4

Apr-1

40.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Month

Avg

. N

um

ber

of

Sec

tors

More and more Urgent Request responses come from other sectors

Trigger Cross-Sector Collaboration

Average Number of Sectors per Urgent Request (moving window over 365 days) Sectors considered: Energy, Healthcare, Industry, Infrastructure & Cities, CT + Others


Message targeting algorithm preserved the Urgent Requests high success rates

Corporate Problem Solving Success1)

Urgent Request success rate (10/2011-04/2014)

50%

60%

70%

80%

90%

100%

82%

95%

91%89%

100%

93%93%

98%100%

89%

94%94%

0.823529411764706

0.909090909090909

0.8

0.925

0.8125

0.892857142857143

0.956521739130435

0.916666666666667

0.9444444444444450.9333333333333330.928571428571429

0.8

0.931034482758621

0.894736842105263

0.772727272727275

0.9142857142857150.93548387096774

0.974358974358977

0.88

0.935483870967740.9333333333333330.9285714285714290.925925925925926

0.896551724137928

0.8461538461538490.866666666666667

1

0.9285714285714290.9333333333333330.9333333333333330.916666666666667

Broadcast Target Messaging

Per

cen

tag

e o

f U

rgen

t R

equ

ests

An

swer

ed

1) Note that Target Messaging reduced the number of email notifications by an order of magnitude compared to broadcasting (notifying all users).Therefore a significantly lower success rate was expected. Nevertheless, in the meantime the success rate is again at the same level.


The higher the Business Impact level, the higher the probability that it is answered

Corporate Problem Solving Success

Monitoring of Business Impact Level (BI) of unanswered Urgent Requests

Oct-1

1

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

2

Mar

-12

Apr-1

2

May

-12

Jun-

12

Jul-1

2

Aug-1

2

Sep-1

2

Oct-1

2

Nov-1

2

Dec-1

2

Jan-

13

Feb-1

3

Mar

-13

Apr-1

3

May

-13

Jun-

13

Jul-1

3

Aug-1

3

Sep-1

3

Oct-1

3

Nov-1

3

Dec-1

3

Jan-

14

Feb-1

4

Mar

-14

Apr-1

40

1

2

3

4

5

6

7

8

9

10

BI € 1000 BI € 10 000 BI € 50 000 BI € 250 000 BI € 1 000 000

1)

1) Unanswered Urgent Request was too specific


Most Urgent Requests receive a response within the first 30 minutes

Corporate Problem Solving Success

Median for first response time (moving window over 365 days)

Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13 Apr-13May-13Jun-13 Jul-13 Aug-13Sep-13Oct-13Nov-13Dec-13Jan-14Feb-14Mar-14 Apr-140

10

20

30

40

50

60

42 Ecosystem Expansion

Month

Med

ian

Urg

ent

Req

ues

t F

irst

Res

po

nse

Tim

e (m

inu

tes)


Conclusion



Siemens TechnoWeb


Agenda


The Balanced Score Card helped to master the key challenges

Conclusion

Ecosystem

Within the ecosystem, TechnoWeb has a clear position in technology related topics

Changes in the ecosystem had no impact to the success of TechnoWeb’s Urgent Request

ActionableMetrics

The design of actionable metrics opened our eyes as we discovered the missing digital trace for a class of users

measures have been derived and are currently implemented

Innovation Chasm

Significant effort spent to reduce complexity of GUI and offering the Technology Portal functionality

First positive impact due to migration of another channel to TechnoWeb (main impact will follow next year)

Challenge 2

Challenge 1

Challenge 3

May 2014 Corporate Technology

Ilka Karina DjajakusumaMaster Student at TU Vienna

Dr. Michael HeissPrincipal Open Innovation and ScoutingSiemens AG Österreich (Austria)

Dr. Manfred LangenPrincipal Key Expert Social MediaSiemens AG

Siemens AGCorporate TechnologyOpen Innovation and Scouting

Email: [email protected]: +43-664-88 55 15 26

siemens.com/answers

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