Engage 2013 - Measuring the Social Enterprise

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  • 1. Developing a Measurement Framework for the Social Enterprise Susan Etlinger, Industry Analyst, Altimeter Group
  • 2. Please Welcome! Susan Etlinger Susan@altimetergroup.com www.susanetlinger.com Twitter: setlinger
  • 3. Altimeter’s Research ThemesDynamic AdaptiveCustomer Organization Sentient World 3
  • 4. Where Are We?© 2011 Altimeter Group
  • 5. Social Media Proliferation in the Enterprise 5
  • 6. Who’s using external social media
  • 7. Who’s deploying ESNs 7
  • 8. The primary use cases 8
  • 9. Social business still emerging 9
  • 10. The challenge, and the opportunity 10
  • 11. Designing a Measurement Framework© 2011 Altimeter Group
  • 12. Current metrics focus on engagement 12
  • 13. Translating collaboration into business value 13
  • 14. A Step-By Step Process 14
  • 15. Step 1. Define Strategy§  Don’t simply adopt social media metrics and apply to your organization.§  Start with your business objectives and strategies: Corporate, Line of Business/Geography, Department.§  Ask some thought starter questions.§  Identify the use cases that are most relevant to you.§  Based on those use cases, develop a prioritized list of the most valuable things you can learn about your social media initiatives. 15
  • 16. Thought Starter Questions: ExamplesEncourage Sharing1.  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? 16
  • 17. Thought Starter Questions: ExamplesCapture Knowledge1.  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? 17
  • 18. Thought Starter Questions: ExamplesEnable Action1.  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? 18
  • 19. Thought Starter Questions: ExamplesEmpower People1.  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? 19
  • 20. Step 2. 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 20
  • 21. Step 2: Sample MetricsEmployee-Based•  Performance•  Satisfaction•  Retention•  PromotionOrganization-Based•  Productivity•  Onboarding time•  Risk reduction•  Audit scores•  Speed to marketCustomer-Based•  Revenue/Lifetime Customer Value•  Satisfaction or Net Promoter Score•  Loyalty 21
  • 22. Step 3. Evaluate Organizational Requirements§  Identify your organizational model for social media.§  Outline the roles and responsibilities of your measurement team.§  Determine how you will staff.§  Build workflow and communication processes. 22
  • 23. Step 4. Choose Your Tool Set “The biggest takeaway we§  Choose your technology based found from our vendor on the relationships you want to interviews is that build, not features. organizations who come§  Prioritize technology options in with a committee- based on your objectives. generated list of features§  Have simple guidelines in place. they want in an ESN are the ones most likely§  Deploy in partnership and in one department first. Look at to fail in their usability, governance, data implementation.” integration, analytics. − Charlene Li, “Making the§  Consider how and whether Business Case for multiple tools will complement each other. Enterprise Social Networks, Altimeter Group, 2012 23
  • 24. How ESNs Mature 24
  • 25. Maturity Model for Enterprise Collab Metrics Volume Metrics Correlated Holistic Metrics (from Metrics (Integrated with collaboration (Compared with Enterprise/ platform) Enterprise Data) External Data) 25
  • 26. Final Thoughts§  Enterprise social is different from consumer social; not all measures are relevant§  Consider your company, industry, employee and customer types when building metrics§  We are still in the earliest evolution of enterprise collaboration§  Learn by doing, and benchmark as you go. 26
  • 27. Primary sources for this reporthttp://www.altimetergroup.com/research/reports 27
  • 28. 28Thank you Susan Etlinger Susan@altimetergroup.com www.susanetlinger.com Twitter: setlinger
  • 29. Sessions You Must See•  Implementing Facebook Measurement Wednesday @ 3:50 pm •  Megan Douglas. Manager of Consulting Services, Webtrends •  Julie Gillison. Program Manager, Product Development, Webtrends
  • 30. Rate Session &Speakers/Panelists