OpenKnowledge at BigSocial 2011 - Dallas - Connecting the Social Business to Organizational Performance

The Big Social 2011 Telligent Customer ConferenceConnecting the Social Business to Organizational Performance Paolo Calderari | Andrea Pesoli (@anpesoli) #Telligent #TheBigSocial

Session objectives¨  Learn how to use the data you already have to gain a deeper and more accurate understanding of your community¨  Start measuring the value generated by your community¨  Dive deep with real examples that highlight this in-depth approach 2 The Big Social 2011

Who we are Paolo Calderari Andrea Pesoli Associate Partner Social Business Consultant 3 The Big Social 2011

Our mission OpenKnowledge Is a facilitator in Companies’ adoption of social business methodologies and technologies. We work at every level of the adoption process: Education Strategy Projects ideation Projects execution 4 The Big Social 2011

Open Knowledge Open Knowledge was founded in 2008 in Milan, we have more than 30 employees in our offices in Italy, UK, China and Australia. 5 The Big Social 2011

Open Knowledge: main areas ofactivity Open Knowledge Collaboration Open Open Knowledge Knowledge Innovation Communication Redesign your business. Be social Strategy | Technology | Creativity 6 The Big Social 2011

Our clients 7 The Big Social 2011

Agenda Understand Manage Evaluate•  Social Network •  Community •  Expected return Analysis Management •  Impact on •  Governance business Analytics 8 The Big Social 2011

Source: http://www.gfktechtalk.com/2011/06/14/pictures-tell-a-thousand-data-points-infographics/ 9 The Big Social 2011

“Analytics”: not just a buzzword 10 The Big Social 2011

Signal vs Noise Source: National Foundation for the Deaf 11 The Big Social 2011

Not everything that can be counted counts, and noteverything that counts can be counted. (Albert Einstein)12 The Big Social 2011

Making sense of big dataThis new ecosystemrequires a refined setof tools! 13 The Big Social 2011

Networks are present everywhere.All we need is an eye for them.(Albert-László Barabási) 15 The Big Social 2011

There is information in the connections. A glance is enough to identify nodes with the most links, nodes straddling different subgroups, and nodes isolated by their lack of connections.

Think networks: people Source: https://www.facebook.com/note.php?note_id=469716398919 17 The Big Social 2011

Think Networks: knowledge Source: http://well-formed.eigenfactor.org/radial.html 18 The Big Social 2011

Think networks: companies Source: http://mashable.com/2011/07/19/tech-companies-infographic/ 19 The Big Social 2011

The different levels of theorganizational analysis Network analysisBusiness Process Business process mapping 20 The Big Social 2011

How NA can help your business¨  How efficient is your organization?¨  How solid and rooted are the core competencies of our employees?¨  Where is innovation happening? 21 The Big Social 2011

Jackson Pollock How efficient is your organization? 22 The Big Social 2011

How efficient is your organization?QA discipline (in orange) is denselyconnected to its ‘client’ base(i.e. other disciplines) Knowledge flow in the Exploration&Production division of an integrated energy company 23 The Big Social 2011

How solid and rooted are the corecompetencies of our employees?Centrality measures were used for theEOY performance review forselected talents (in red) Knowledge flow in the Exploration&Production division of an integrated energy company 24 The Big Social 2011

Innovation from a network perspective Poland Russia Italy Idea exploration How well the “ideas Turkey people” are connected (leaders) and who they are We also look for people Poland that “bridge” diverse Italy communities and are Italy therefore best placed to facilitate breakthrough innovation (brokers). Italy Innovation flow in a leading domestic UK appliances manufacturer and distributor. 26 The Big Social 2011

Case study: Legrand¨  Legrand is the global specialist in electrical and digital building infrastructures¨  With a presence in more than 70 countries and a workforce of 31,000 people, Legrands revenues totalled 3.89 billion € (in 2010) 27 The Big Social 2011

Legrand’s My Open Community Home Automation Launched in 2006 9000 registered users B2B domain •  System integrators •  Sw developers •  Installers •  End users www.myopen-legrandgroup.com •  Enthusiasts 28 The Big Social 2011

Analytics: key vital signs 29 The Big Social 2011

Search Dashboard Buzz Collaboration Support Users Web AnalyticsAnalytics: user behaviour Dashboard 5 Support 5 Thread Life Cycle: Reply Rate gen 1, 2011 - dic 31, 2011 All Groups ! Group: REPLY RATE Options 1-Day 45% (8%) 3-Day 73% (1%) 7-Day 82% (2%) Overall 91% (1%) Thread Volume 639 (80) Compared with data from gen 01, 2010 to gen 01, 2011 REPLY RATE FOR GROUPS & FORUMS Options Avg New Reply Group Forum 1-Day 3-Day 7-Day Overall Time-to- Threads Rate Reply 67)8!grations de produits, 67)8!grations de produits, -8!veloppements -8!veloppements 3 67% 67% 67% 67% dapplications dapplications - Forum 1 hr 8 1 hr 8 Admin Deleted Posts 23 30% 35% 35% 35% min min Varie su My Open Varie: FAQ su My Open 5 hr 40 5 hr 40 5 80% 100% 100% 100% Community Community - Forum min min Sviluppo: Offers & Search 8 hr 32 8 hr 32 Offers & Search Solutions 4 25% 50% 50% 50% Solutions - Forum min min Development: Applications for Applications for Windows & 9 hr 54 9 hr 54 Windows & Linux devices - 2 100% 100% 100% 100% Linux devices min min Forum Integration with 3rd party Development: Integration with 3rd party devices and protocols 30 6 18 hr 67% 100% 100% The Big Social 2011 100% 18 hr 25 devices and protocols 25 min min - Forum Automatismes et Gestion Automatismes et Gestion 18 hr 18 hr 26

Analytics: X-Ray viewInteraction flow in the My OpenCommunity (via Telligent Analytics) 31 The Big Social 2011

Network dynamics at work Single expertise area (forum) can be sampled pooletra WISEMAJA HUGHESMA reidsa at different times. The effectiveness of specific DUFFBI LOWCR initiatives (or of the governance structure) can wotherst HORTONHI be measured and evaluated. greenka TAITLY MATTHEIA HILLJO MUNNSCO MATTHEIA MACGREJA HEDLEYTO COLLINCH JOHNSTAR BENNETSA PARKERME zambrali HUNTERMA HODGECH poolreview christcr Oldfiebe bannerl1 CRAIKAM PONTONGE MORRISG3 TAITLY SIMPSOST halliganch MILLERSU CARTYJ1 marshaad WHYTEIA HEDLEYTO STEWARKA GRAHAMFRMORRISG3 FAULKSPE FULLERSI whittinj PATONMA PONTONGE EVANSA1 duguidco GRIEVEMA FINNEGMO STEWARKA wotherst FAULKSPE CARTYJ1 duniongi PARKERME WHYTEIA GREENHST WYLIEST FINNEGMO MCINTYAM halliganch ONEILLCO sargeng1 HEARNSLE MCDONANI HUNTERMA BENNETSA FULLERSI WYLIEST DESOUGI DESOUGI johnsdo johnsdo PATONWI reidgo MOOREGR LINDSAST lynamph MITCHEK3 brownka MILLERSU Oldfiebe COCKAYAL ONEILLCO adamsolo BARRONCO International Forum International Forum MCEACHCA Oct ’10 - Mar ‘11 Mar ‘11 - Sept ‘11 PETCHLE morleyp1 MACMASAL gallowbo 32 The Big Social 2011

Comparing key players for differenttopics Densities of the different disciplines. pooletra WISEMAJA HUGHESMA High competency is inferred when a discipline DUFFBI LOWCR WISEMAJA moored1 has dense (problem solving) connections inside HORTONHI the discipline. greenka DONALDFI adamsolo HILLJO MUNNSCO STEWARKA SHELLAPE MATTHEIA MACGREJA COLLINCH HUNTERMA JOHNSTAR WILLMI zambrali gregorr1 poolreview HODGECH boydch FULLERSI CHAPMAD1 poolreview BELLGO christcr Oldfiebe bannerl1 CRAIKAM HAFFEYMA MORRISG3 TAITLY SIMPSOST smithed marshaad SKINNEKE CARTYJ1 WHYTEIAREEKIEBI HEDLEYTO STEWARKA GRAHAMFR marshaad FAULKSPE aitchike PATONMA FULLERSI whittinj BENNETSA DESOUGI PONTONGE EVANSA1 duguidco GRIEVEMA FAULKSPE Hornest wotherst fosterja smithp2 PATONMA BARRONCO pooletra WHITERO GREENHST duniongi PARKERME GREENHST WYLIEST FINNEGMO halliganch forresjo fuji-john MCINTYAM brownka sargeng1 simistre HEARNSLE MOOREGR EVANSA1 MCDONANI sargeng1 jonesmi HUNTERMA BENNETSA MUNNSCO morgansi DESOUGI DUFFBI PONTONGE whittinj SIMPSOST MITCHEK3 johnsdo PATONWI reidgo MACGREJA STEVENJO MOOREGR GRIEVEMA LINDSAST lynamph MCNALLGE MITCHEK3 mccreaa1 bannerl1 brownka morleyp1 wotherst MILLERSU COCKAYAL ONEILLCO monaghr1 adamsolo BARRONCO SMITHRA French Forum International Forum MCEACHCA Mar ‘11 - Sept ‘11 Mar ‘11 - Sept ‘11 PETCHLE morleyp1 MACMASAL gallowbo 33 The Big Social 2011

Comparing interactions betweendifferent topics/forums 34 The Big Social 2011

My Open Community Governance R&D (Santini, Valtolina) Steering MKTG (Donelli, Dragoni) Committee Communication (Caricato) IT (Brianza) Sales (tbd) (Quarterly) Enrico Valtolina Community (Monthly) Editorial Management Enrico Valtolina Committee Lorenzo Pini R&D (Valtolina, Pini) MKTG (Torri) Communication (Cerri) IT (Daverio) Sales (tbd) Moderators/Editors Experts Lorenzo Pini MKTG (Torri, Valade, ...) Abdellah Jaafar Communication (Cerri) ... Tech Support (Gaiti) R&D (Recalcati, Sarchi, Martinelli, ...) IT (Daverio, Zannini) 36 The Big Social 2011

Community Governance rolesRole Responsible for Publishing Managing •  Definizione funzionalità aggiuntive e •  Coordinamento con IT •  Gestione Home page piano di rilascio •  Coordinamento con contributori •  Aggiornamento dei contenutiCommunity •  Gestione architettura informativa di •  Gestione feed-back e commenti “istituzionali”manager •  Monitoring sito •  Gestione segnalazioni primo livello •  Gestione progetti speciali •  … •  … •  … •  Gestione profili e gruppi •  Contenuti e funzionalità test sul sito di •  Sito di staging •  Definizione funzionalità aggiuntive e stagingIT Development •  Coordinamento con Community •  Documentazione tecnica relativa alla piano di rilascio manager •  Gestione architettura informativa piattaforma •  … Forum di riferimento (insieme delle •  Post di discussioni discussioni di propria competenza) •  Segnalazioni al CM per la •  News in riferimento agli argomentiModerators •  Monitoring delle discussioni delle proprie discussioni (validate da profilazione, funzionalità, •  Pushing/Marketing delle discussioni miglioramenti grafici, etc. CM) •  … •  Post di discussioni •  News in riferimento agli argomenti •  Segnalazioni al CM per laExperts Pagine tematiche delle proprie discussioni profilazione, funzionalità, Blog •  Post di blog miglioramenti grafici, etc. •  Articoli e contenuti tecnici (validati da CM The Big Social 2011

Community management strategy Business Growth Integration Event & Relationship Activities Moderation Content strategy http://www.feverbee.com/2011/06/difficult-community-management.html 38 The Big Social 2011

Towards a data-driven communitymanagement Plan Evaluate/Compare CommunicateGrowth … Constantly analyzing most relevant Providing monthly activity reports conversation to understand main trendsEvents & activities Executing workshops, online/offline … … events, …Content Monthly content plan … Use different channels to reach different people (Facebook?)Moderation strategy … Coordinating other functions where … needed to provide timely and accurate answersRelationship … Checking and supporting the activity … of champions/expertsBusiness integration … … Communicating project status, issues and outcomes to the management 40 The Big Social 2011

ONA evolved: usability Users Posts Social Org business Network attributes dashboardActivity Links Extraction Analysis Visualization 41 The Big Social 2011

What the dashboard could looklike… Web Page Title http://domain.com Google Scope by Website Save Dashboard Comparison Tab Tab Tab Category: Time Interval ▼ SNA Metrics Option Network Option Metrics Top 10 Option Properties List of users (table) Color: None Unit Location Size: Default Centrality Betweeness 42 The Big Social 2011

What the dashboard could looklike… Web Page Title http://domain.com Google Scope by Website Save Dashboard Comparison Idea monitor Tab Tab Category 1 Category 2 Time Interval ▼ Network Option Network Option Properties Properties Color: None Color: None Unit Unit Location Location Size: Default Size: Default Centrality Centrality Betweeness Betweeness 43 The Big Social 2011

What’s next with (network)analytics Social Media Social Learning Monitoring Affinity. See how people are Who are the influencer and the interested in your course or which most important sources of are their expectations information about your brand? Social Capital. How the training Where are discussions’ niches modify and make the knowledge about your brand? How do they networks more cohesive interact each others? How your Organisation has been Who is talking about you and with modified by the entire learning whom process (before/after comparison) 44 The Big Social 2011

Hard-Linking communities andbusiness Community Management can improve internal processes What’s the expected return? What’s the impact on business? 46 The Big Social 2011

Expected and actual return oncommunityImprovement areas 2011:Q4 Qualitative Quantitative KPI improvement Cost of service per customer: -4%Customer Service Number of customer complaints: -10% Cost of service delivery: -20%Data, Process & Systems Average % of resource utilization: +5% % Electricity from renewable sources: +2%Environment & Sustainability Accidents: +4%Great Place to Work …Opex Efficiencies …Capex Efficiencies …H&S, Security & Risk …Innovation (New Technologies) …… …… 47 The Big Social 2011

Recap Understand Manage Evaluate•  Social Network •  Community •  Expected return Analysis Management •  Impact on •  Governance business Analytics 48 The Big Social 2011

Session objectives¨  Learn how to use the data you already have to gain a deeper and more accurate understanding of your community¨  Start measuring the value generated by your community¨  Dive deep with real examples that highlight this in-depth approach 49 The Big Social 2011

Q&A 50 The Big Social 2011

After The Big Social¨  On Monday morning … ¤  Go to http://inmaps.linkedinlabs.com/ and visualize your professional network ¤  Watch this presentation on TED: “The hidden influence of social networks” http://blog.ted.com/2010/05/10/the_hidden_infl/¨  In 3 months … ¨  Start to measure the value generated by your community ¨  Just launch your first SNA/ONA! #Telligent #TheBigSocial

REMINDERContinue your learning:¨  Big data: The next frontier for innovation, competition, and productivity (McKinsey Global Institute, 2011)¨  Harnessing Social Business Intelligence: Nine Strategic Uses (Dion Hinchcliffe, 2011)¨  Towards the Social Business, (Scotti, Sica, Lee, 2010, HBR Italy)¨  The 3E’s of Innovation: A Networking Perspective (Laurence Lock Lee, 2009)¨  Assessing and Improving Communities of Practice with Organizational Network Analysis (Rob Cross et al, 2005)¨  The Hidden Power of Social Network Analysis: Understanding How Work Really Gets Done in Organizations (Cross R., Parker A., 2004)¨  Intraorganizational Networks (Raider, H., Krackhardt, D., 2002) #Telligent #TheBigSocial

After The Big Social¨  Connect with us ¤  www.open-knowledge.it ¤  @openknow ¤  Paolo Calderari n  paolo.calderari@open-knowledge.it ¤  Andrea Pesoli n  andrea.pesoli@open-knowledge.it n  @anpesoli #Telligent #TheBigSocial

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OpenKnowledge at BigSocial 2011 - Dallas - Connecting the Social Business to Organizational Performance

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OpenKnowledge at BigSocial 2011 - Dallas - Connecting the Social Business to Organizational Performance — Presentation Transcript