COLLABORATION OPTIMIZATION

WEBTRENDS + SITRION SOCIAL ENTERPRISE SOLUTIONRoad to Engagement: Measuring the Success of the Social Enterprise SOLUTION BRIEF

2014 © 2014 WEBTRENDS, INC. WWW.WEBTRENDS.COM

WEBTRENDS + SITRION SOCIAL ENTERPRISE SOLUTIONRoad to Engagement: Measuring the Success of the Social EnterpriseThe social enterprise is now mission-critical to a globalized workforce. Sitrion

and Webtrends offer an engagement measurement solution to quantify success

and productivity.

EXECUTIVE SUMMARY

TREND

The needs of workers are changing rapidly along with the globalization of the workplace. Advanced technologies have given workers the ability to break out of the confines of the 9 to 5 office environment and still have the tools and access necessary to conduct business. Because the speed of business continues to increase, and because customers demand faster response and greater transparency, employees need to collaborate more than ever to get their jobs done effectively. That’s why more organizations are turning to enterprise social network (ESN) vendors like the industry-leading Sitrion.

PROBLEM

Enterprise social networks can provide the integrated, collaborative environment needed for employees to be highly productive. However, driving adoption and usage of these systems can be challenging, sometimes bringing the value of the ESN into question.

SOLUTION

Adoption must be approached step-by-step and take into consideration how people interact in digital networks. By establishing a framework of measurement that analyzes adoption, usage, engagement and collaboration, organizations can drive adoption, increase organizational maturity, and ensure the success of an ESN. The combination of Sitrion and Webtrends makes social real by delivering a powerful platform for social collaboration with the metrics needed to analyze and improve effectiveness.

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THE SOCIAL ENTERPRISE IS MISSION CRITICALThe workplace is undergoing one of the most significant changes since the introduction of the desktop computer.

With the development of the intranet and the web nearly 20 years ago, there rose an emphasis on the needs of the knowledge worker. Focused on problem solving, these workers required access to data and technology to get their work done.

Today, because of the opportunities brought by advanced technologies, there is more emphasis on interaction workers. These are people who, even though they may be desk-less, field-based and located throughout the globe, must integrate and interact with others to get their work done.

That’s why employee collaboration systems — often referred to as enterprise social networks (ESNs) — are no longer just a “nice to have,” but rather have become necessary to productivity and the success of companies.

THREE CRITICAL ELEMENTS OF A SUCCESSFUL SOCIAL ENTERPRISE

1. WIDESPREAD ADOPTION In order for an enterprise to develop a more social culture, companies must help employees at all levels understand that the endeavor is mission critical and how it will make their jobs easier, no matter if they work in product development or marketing. The hurdle is in getting that message across — and making it a priority to do so.

2. INCORPORATE INTO DAILY WORKFLOW ESN tools are not often used in business schools or adopted into core business processes. However, social networks are commonly used in the consumer world—think of Facebook, Twitter and LinkedIn. It is a matter of connecting social digital behaviors used in these consumer formats to a workplace environment, with a goal of increasing productivity.

3. ROBUST PARTICIPATION If the ESN fails to encourage transparency, trust and information sharing, then it doesn’t provide value to the employees or for collaboration.

Source: McKinsey Global Institute, 2012

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ENGAGEMENT IS NOT A STRAIGHT LINEBuilding an ESN does not entail accomplishing a series of linear tasks that at the end proves your organization is engaged. Rather it starts by gaining an understanding of how social technologies impact us as people and workers.

One of the biggest benefits of social networks is that it promotes conversation turn-taking, allowing everyone to be equally heard — not just those with the loudest voices or those in the highest positions of power. Even shy introverts can safely express their ideas and feelings without being judged. This is very different from how people may engage face-to-face, where the resulting disengagement can be very costly.

Cost of Disengagement

$300 billion in lost productivity from the feeling of being disengaged

64% of employees leave the company from feeling under-appreciated

82% say recognition inspires performance

6X more engagement when employees’ strengths are properly used

Source: Gallup, U.S. Dept. of Labor, Globoforce

“‘Atta boys’ can be de-motivating. Encouragement

must be linked to behaviors that matter, such as

being rewarded for answering a question that

impacts the business.”

– Melissa Risteff | Senior Vice President

Enterprise Engagement, Sitrion

EXPERTS

SITRION: MAKING THE ENTERPRISE SOCIAL NETWORK A REALITY Social change is developmental, iterative and cultural. And for a social enterprise to be valuable, it must be baked using a three-ingredient recipe: people engagement, technology enablement and business alignment.

Microsoft SharePoint, the world’s number one intranet solution, makes it easy to store, sync and share important content. Sitrion Social Sites adds a social framework to the intranet, making it easier for workers to find information and subject matter experts, share ideas, ask questions and collaborate with their peers. It brings all company activity into one place—including external information such as RSS feeds, Twitter, Yammer, Microsoft Dynamics CRM and Salesforce.com—and configured by the needs of each worker.

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TRAITS OF SUCCESSFUL SOCIAL ENTERPRISE COLLABORATIONSHow do you know when successful ESN adoption has occurred? When used to its fullest value, people will start liking their jobs more and using the social enterprise to empower themselves and their peers. It links ideas to innovation while encouraging feedback, collaboration, product management, cost saving ideas, and efficiency of communication.

Four traits determine whether your enterprise social network efforts are successful:

1. Access

The ESN has to be available when and where you need it.

Mobility addresses the needs of both workers and devices, and

must integrate images and words.

2. All in one interactive place

The ESN must be able to integrate with other business

technologies and processes, such as CRM, RSS and social sites.

3. Humans are in control

The end user gets to customize the interface to include

information channels important to their jobs in order to be more

effective, flexible and productive.

4. Discover and recognize

ESNs enable workers to quickly connect with peers and experts,

empowering them to make faster and more intelligent decisions.

Sitrion brings a social framework to the collaborative environment, controlled by the needs of each user.

The social enterprise takes the old-fashioned suggestion box—even the never-ending string of emails—to new heights of communication and productivity.

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WEBTRENDS: MEASURING SUCCESS OF THE SOCIAL ENTERPRISEFor an organization to be data driven — to be able to make strategic business decisions based on data, not guesswork — it must adopt a culture of measurement. This culture starts with corporate goals, business objectives, key performance indicators (KPIs) that show success, and operational tactics to meet objectives. You can think of it as a circle of business culture, with metrics and objectives that lead to a highly engaged organization, as shown in this diagram.

A FRAMEWORK FOR MEASUREMENT

GOAL

OBJECTIVES

METRICS

EMPLOYEE SATISFACTIONUSABILITY

OVERALL CONTRIBUTION

USER ADOPTION

INCREASE COLLABORATIONCONTRIBUTIONS

CROSS-TEAM

UNIQUE PARTICIPANTS

KNOWLEDGE BASEQUALITY

CONSUMPTION

CREATED

INCREASE PRODUCTIVITYCOMPLETED PROJECTS

ANSWERS PROVIDED

INNOVATION

SOCIALIZE EXPERTISEPROFILE COMPLETION

IDENTIFY EXPERTS

CONTENT UTILIZATION

HIGHLYENGAGED

ORGANIZATION

IN THIS DIAGRAM, THE FIVE MEASUREABLE OBJECTIVES ARE:

1. Increase collaboration

2. Build a knowledge base

3. Socialize expertise

4. Increase productivity

5. Improve employee satisfaction

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THINKING THROUGH THE MEASUREMENT FRAMEWORK

The ultimate goal of the social enterprise is to evolve into a highly engaged organization, so it is at the center of the circle. Whether you reach that goal is determined by the business objectives important to your organization.

In the diagram on the previous page, the five measureable objectives are:

1. INCREASE COLLABORATION

2. BUILD A KNOWLEDGE BASE

3. SOCIALIZE EXPERTISE

4. INCREASE PRODUCTIVITY

5. IMPROVE EMPLOYEE SATISFACTION

The outer circle, Metrics, defines the KPIs of those five objectives. For example, the metrics that determine if the Knowledge Base objective has been met is based on the number of discussions created, content ratings, and successful search results.

Measurement of these objectives can take different forms. Some are measured through hard numbers (how many took a certain action), some through employee surveys (satisfaction ratings), and others through analytics tools.

Webtrends experts can help your organization identify goals, metrics and KPIs suitable to your overall business objectives.

WEBTRENDS ANALYTICS FOR SITRIONThe Sitrion Engagement Scorecard provides a foundation for companies to measure their adoption of Social Sites. It focuses on metrics involving profile completion, community manager training, connections, knowledge sharing, and a view of basic activity that measures a company’s engagement and adoption.

Webtrends for Sitrion is built atop Webtrends Analytics for SharePoint, and provides a widerange of metrics with a seamless data collection methodology integrated right into Microsoft SharePoint and Sitrion Social Sites.

Webtrends for Sitrion expands upon these metrics, quantifying the social enterprise by measuring usage, engagement and collaboration by community, user, department and geography.

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EXAMPLE INSIGHTS PROVIDED BY WEBTRENDS INCLUDE:

Communities (measuring sessions, page views, joins, likes, Q&A, polls, votes, etc.)

• Top communities

• Private communities

• By user

• By department

• By geography

Microblogs (measuring activity levels, comments, likes, etc.)

• Top microblogs

• By user

• By community

Q&A

• Top questions

• Top answers

Events

• Top events

• By department

• By office

• By user

• By sources

Top Comments

• Users

• Top users

• By event

• By community owner

• Custom reports

SITRION-WEBTRENDS ENGAGEMENT SCORECARD

SUCCESS METRICSSITRION

ENGAGEMENT SCORECARD

WEBTRENDS FOR SITRION

Event-level metrics

Profile completion

Connections

Community activity

Microblog reporting

Passive usage

Detailed user-level insights

Integrated with SharePoint reporting

Custom reports

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NEXT STEPS FOR SOCIAL ENTERPRISE SUCCESSWebtrends is a Microsoft gold-certified partner, and as a Microsoft-preferred analytics solution for SharePoint, Webtrends provides powerful reporting for SharePoint intranets. It analyzes users, content, navigation, onsite search, breadcrumbs, web parts and more.

THE WEBTRENDS APPROACH INCLUDES:

• Combining active collaboration

metrics with passive usage data to

provide a comprehensive view of

user adoption.

• Offering fully extensible reporting

solution with seamless data access,

unlimited data collection and easy

custom report creation.

• Providing a SaaS solution for

quick time to results and easy

implementation.Webtrends offers integrated reporting in an online solution.

Webtrends can help your company build a measurement strategy for your social enterprise. Webtrends offers one- and three-day onsite workshops to help your organization significantly enhance the effectiveness and ROI of SharePoint through analytics and optimization. As a certified provider of SharePoint Deployment Planning Services (SDPS), SharePoint customers can leverage Webtrends using SDPS days to bring these workshops directly to your organization.

CONCLUSIONThe workplace is undergoing one of the most significant changes since the introduction of the desktop computer. Globalization has not only changed how businesses operate, but has also significantly changed the needs of workers.

Sitrion adds a social framework to Microsoft SharePoint, enabling greater collaboration among employees within the enterprise. Webtrends provides the metrics needed to improve performance and ensure a thriving and engaged social workplace.

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ABOUT WEBTRENDS INC.Webtrends offers a portfolio of digital marketing solutions that help brands understand consumer behaviors and enable them to act on those insights in the very moment they need to act. Utilizing advanced big data analytics, Webtrends solutions provide a consistent customer experience across all digital channels on any device the customer uses, helping brands remain

connected and relevant to their customers, increase productivity and maximize yield on investments.

Webtrends transforms digital experiences for more than 2,000 global brands including, Lloyds Banking Group, Barclays, HSBC, ASOS, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph and many more.

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CONTACT

LEARN MORE:

Workshops

http://webtrends.com/solutions/collaboration-optimization/sharepoint-for-intranet/

webtrends-for-sharepoint-workshops

Webinar

http://go.webtrends.com/WBRANAJAN2413SitrionSocialEnterprise_Registration.html

FEB 2014 WEBTRENDS® SOLUTION BRIEF. © 2014 Webtrends, Inc.