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Session3socialsoftwarevaluemetricsss 100114143828-phpapp01 Session3socialsoftwarevaluemetricsss 100114143828-phpapp01 Presentation Transcript

  • http://w w w .flickr.com/photos/spacesuitcatalyst/536389937/The value ofsocial software Chris Sparshott, IBM Social Software (@sparkbou Chris Sparshott (@sparkbouy)
  • Part 1: ValuePart 2: Adoption Strategy Chris Sparshott (@sparkbouy)
  • Chris Sparshott (@sparkbouy)
  • Two ways to focus on asocial software projects1. Business Process2. Collaboration Process Chris Sparshott (@sparkbouy)
  • Three segments of valueVitalityPerceptionBusiness Chris Sparshott (@sparkbouy)
  • Vitality: Is it zingy?Do you want to goback for more? Chris Sparshott (@sparkbouy)
  • Profiles CommunitiesQuickly find the people you Create, find, join, and work with All your social software needs communities of people whoneed by searching across your ready for business share a common interest,organization and connecting to responsibility, or area ofothers. expertise Bookmarks Blogs ActivitiesSave, organize and share Use a weblog to present your Organize your work, plan nextbookmarks; discover idea and get feedback from steps, and easily tap yourbookmarks that have been others; learn from the expertise expanding professional networkqualified by others with similar and experience of others who to help execute your everydayinterests & expertise blog deliverables, faster Homepage Files WikisManage your attention by Upload and share any type of file Create wiki spaces forviewing relevant social data with colleagues and individuals, groups, andaggregated across your communities. Store versions and communities to coauthor pages.subscriptions, notifications, and view downloads, comments and View changes across pages,network of colleagues. ratings. ratings, and comments. Chris Sparshott (@sparkbouy)
  • Metrics: Profiles • Number of: Profiles – Profiles Quickly find the people you – Edited profiles (and %) need by searching across your – Profiles with pictures organization and connecting to – Users who have added pronunciation others. (and %)55 – Employees logged in today/last week/50 last month45 A bout M e40 B ackground P h o to s353025 28/2/08 17/3/08 25/3/08There are 52 About me, 37background areas populated.41 photos have been uploaded.48 tags have been used todescribe the individual profiles. Chris Sparshott (@sparkbouy)
  • Metrics: Bookmarks • Number of Bookmarks • Bookmarks publicSave, organize and share • Bookmarks privatebookmarks; discover • Bookmarks totalbookmarks that have been • Creatorsqualified by others with similar • Tagsinterests & expertise • Unique tags200 • Bookmarks per user175 • Bookmarks for top 10%150 • Number of watchlisted items125 A c cess • Tags/unique tags B ookm arks • Tags per bookmark100 • Tags added in past 7 days 75 • Users with at least one bookmark 50 28/2/08 17/3/08 25/3/08 • Users with a watchlist • Users logged into bookmarks in 24 hours/7Dogear Bookmarks: days/30 days • Users who posted bookmarks in past 791 bookmarks have been dayscreated by 16 people. • Users with more than 10 bookmarksThese bookmarks have beenaccessed 145 times. Chris Sparshott (@sparkbouy)
  • Metrics: Communities • Number of: Communities • Public communities Create, find, join, and work with • Moderated communities communities of people who • Private communities share a common interest, • Distinct owners responsibility, or area of expertise • Distinct users200 • Number of communities180 • Users logged in today160140 • Users logged in last week120 M em bers • Users logged in last month100 C o m m u n it ie s 80 60 40 20 0 28/2/08 17/3/08 25/3/08 Communities: 121 Communities has been created by 19 people. There are 173 members associated with the 19 communities. Chris Sparshott (@sparkbouy)
  • Metrics: Blogs • Number of: Blogs • Blogs publishedUse a weblog to present your • Group (team) blogsidea and get feedback from • Community blogsothers; learn from the expertise • Blog creators • Bloggersand experience of others who • Hitsblog 6050 • Responses • Notifications40 B lo g s • New blogs today/last week30 C o m m e n ts • Tags20 • Users logged in today / last week / last month10 • Users posting today/last week/last month 0 • Users commenting today/last week/last month 28/2/08 17/3/08 25/3/08 • Users posting on community blogs today/lastBlogs: week • Users posting on community blogs today/lastThere are 30 blogs which have weekbeen viewed a total of 1476 • Users commenting on community blogstimes. xx blog is the most today/last weekpopular xx blog receiving 270hits. 51 individuals havecommented. Chris Sparshott (@sparkbouy)
  • Metrics: Activities • Number of: Activities • ActivitiesOrganize your work, plan next • Total entriessteps, and easily tap your • Entries by typeexpanding professional network • Members • Unique activity ownersto help execute your everyday • Creators of more than two activitiesdeliverables, faster • Users logged in today9080 • Users logged in last week70 • Logged in last month6050 A c tiv it ie s40 M em bers302010 0 28/2/08 17/03/08 25/3/08Activities: There are 25activities utilizing 79members. Chris Sparshott (@sparkbouy)
  • Metrics: Homepage • Number of: Homepage • Deployed widgetsManage your attention by • Enabled widgetsviewing relevant social data • Visitors in past hour/24 hours/7 days/30aggregated across your dayssubscriptions, notifications, and • Unique usersnetwork of colleagues. Chris Sparshott (@sparkbouy)
  • Metrics: Files • Number of: Files • People who have logged in today/7 days/30 daysUpload and share any type of file • Total size of fileswith colleagues and • Files updated today 7 days/30 dayscommunities. Store versions and • Public files/shared files/private filesview downloads, comments and • Files downloaded today/7 days/30 daysratings. • Tags • Times files have been shared • Comments/recommendations • Collections/files added to collections Chris Sparshott (@sparkbouy)
  • Metrics: Wikis • Number of: Wikis • people logged in today/7 days/30 daysCreate wiki spaces for • Wikis/ size of wikisindividuals, groups, and • Wiki pagescommunities to coauthor pages. • Updated today/7 days/30 days • Wiki attachments/sizeView changes across pages, • Wikis total/today/7 days/30 daysratings, and comments. • Tags used • Popular tags • Comments/average • Recommendations • People who have recommended Chris Sparshott (@sparkbouy)
  • Suggested Tasks Project Team Leadership • Create project blog / activity / wiki / community and invite all participants • Update profiles and upload files • Spend 30 minutes per day commenting, sharing, recommending, building collections Chris Sparshott (@sparkbouy)
  • Return On Contribution is a ratio ofbenefit divided by cost Benefit Return on Contribution (ROC) = Cost *No direct monetary costs, the metric is therefore based on people *Assume employees make appropriate and strategic use of available collaborative resources Number of people who benefit from a resource Return on Contribution (ROC) = Number of people who create or contribute to that resource Chris Sparshott (@sparkbouy)
  • An example: Dogear / Bookmarks Measure Social-Bookmarking Consumers 10896 Bookmark Originators 4213 Return on Contribution 2.59 (Consumers) Consumers 10896 Return on Contribution (ROC) = = = 2.59 Originators 4213 * Some consumers may also be originators Chris Sparshott (@sparkbouy)
  • What does the number 2.59 mean? Bookmark- 2.59 consumers benefit originator from the work of each bookmarks a bookmark-originator resource Chris Sparshott (@sparkbouy)
  • Social Network usage by employee tenure 100Percent of group actively using Social Networks 75 50 ~ 60% of employees are actively using social networking – mostly outside IBM 30+ 25 < 5 year tenure 5 - 10 10-20 20-30 Retirees 0 45% 26% 12% 13% 4% 26% of current Population percentage 2008 IBM population 6 Chris Sparshott (@sparkbouy)
  • Return On Contribution can help us understandthe impact on “Vitality” Chris Sparshott (@sparkbouy)
  • Suggested Tasks• Define the use case scenarios• Define the tools capabilities to be used• Define the measurements which will be reported daily, weekly, monthly and at the completion of the pilot• Define the analysis to be completed e.g. Return On Contribution Chris Sparshott (@sparkbouy)
  • Perceived Value: Does thesoftware taste good?Does it make my job easier?Have I made valuableconnections? Chris Sparshott (@sparkbouy)
  • Perceived Value Psychology Sociology Economics (Business Philosophy value)Intrinsic Value: worth having for itself, not as a means to something elseInstrumental Value: a means towards getting something else that is good Chris Sparshott (@sparkbouy)
  • Build Questionnaires Chris Sparshott (@sparkbouy)
  • Suggested Tasks• Design initial survey for participants before the pilot begins• Design the surveys that are sent out every two weeks (these may change depending upon metrics)• Design the final survey to assess the participants perception (value) Chris Sparshott (@sparkbouy)
  • Business Value:Show me the money(savings)Does it speed up businessprocesses?Have I increased the flow ofinformation around theorganisation? Chris Sparshott (@sparkbouy)
  • Business Value and ROI Sample Benefit Areas & Value Propositions  Faster response to customer facing Improved Growth issues Through Innovation  Improved effectiveness of intra- and Benefits inter-company communications  Greater hit rate / faster time to value on innovations  Faster access to current information Faster Task about people Execution  Faster execution by ‘taking tasks out of the inbox’  Better reuse of best practices via activity templatesROI Improved Efficiency  Reduced recruiting costs for expertise already available in the company  Reduced rew ork on overlapping projects  Improved compliance via use of an Increased integrated set of tools versus Empowerment of disparate internet w eb applications Key Resources  Avoid duplicated IT infrastructure to support siloed collaboration technologies Hardware  Greater leverage of key experts across Software an organization TCO  Improved retention of younger Implementation Services employees  Faster development of high performing Maintenance resources Chris Sparshott (@sparkbouy)
  • IBM ROI Too The output of the ROI session is developed into a traditional financial business case. The End Result: A final report that includes relevant financial business case NPV and IRR calculations, as well as 5-year cash flows and cost/benefit breakdown charts$ in 000 Year 0 Year 1 Year 2 Year 3 Year 4 Year 5 TOTAL leBenefits $ - $ 526 $ 631 $ 757 $ 908 $ 1,090 $ 3,912Costs $ (733) $ (79) $ (152) $ (152) $ (152) $ (152) $ (1,419) Net Pre-Tax Cash Flow $ (733) $ 447 $ 479 $ 605 $ 757 $ 938 $ 2,493 pLess: Pro-forma Tax Estimate $ (84) $ 93 $ 103 $ 144 $ 242 $ 300 $ 798 m Net After-Tax Cash Flow $ (649) $ 354 $ 376 $ 462 $ 515 $ 638 $ 1,696 FINANCIAL METRICS 1-YEAR 2-YEAR 3-YEAR 4-YEAR 5-YEAR Net Present Value (NPV in $000) @ discount rate @ discount rate @ discount rate Internal Rate of Return (IRR in %) Payback Period (in months) 10% 15% 20% Sa $ $ $ (327) (341) (354) #NUM! N/A $ $ $ (16) (57) (93) 8% 21 $ $ $ 331 247 175 36% N/A $ $ $ 682 541 423 49% N/A $ $ $ 1,078 858 679 57% N/A Chris Sparshott (@sparkbouy)
  • Suggested Tasks• Build TCO for hardware, software, services and maintenance• Identify benefit areas and gains• Prioritise gains and required capabilities• Build ROI model Chris Sparshott (@sparkbouy)
  • Business Value Assessment BVA Approach BVA Output Business Collaboration Thought Leadership / Mentoring • Collaboration Value Business Collaboration Value Workshop Alignment Summary Workshop Business Value • Customized Day in Business Research / Value / Day in the Business Analysis and the Life Demo Life Case / ROI Preparation Visioning Presentation Session Session Session • ROI Summary • Next Steps What project are In which scenarios “How can we• Customer Input we going to use will Connections financially Connections play justify an on? investment in Connections • Customer Business Input and Analysis Chris Sparshott (@sparkbouy)
  • Unified spreadsheet of value Chris Sparshott (@sparkbouy)
  • Part 1: ValuePart 2: Adoption Strategy Chris Sparshott (@sparkbouy)
  • Adoption – why bother• Value• The organisation will increase information flow by initiating an adoption program. Chris Sparshott (@sparkbouy)
  • Ladder of social software adoption Publish a blog 18% Creators Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them 25% Critics Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 12% Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Read blogs Watch video from other usersGroups include people 48% Spectators Listen to podcastsparticipating in at least Read online forumsone of the activities monthly. Read customer ratings/reviewsBase: US online adultsSource: Forrester Q2 2007 44% Inactives None of the aboveSocial Technographics Survey Chris Sparshott (@sparkbouy)
  • Benefits of capability• Increased Productivity• Reduced Costs• Enhanced employee engagement Chris Sparshott (@sparkbouy)
  • Approach – Which one? Chris Sparshott (@sparkbouy)
  • Do Nothing? Chris Sparshott (@sparkbouy)
  • Top-downMiddlespace Bottom-up Chris Sparshott (@sparkbouy)
  • Bottom-Up Chris Sparshott (@sparkbouy)
  • The difference in the Generations Generation Traditionali Gen Y Boomer Gen X (Chris) st (Chloe) Born 1946 - 1964 1965 – 1976 1922 - 1945 1977 – 2000 between… Too much and I’ll Required to keep Continuous & Training The hard way leave me expected Collaborative & Learning style Classroom Facilitated Independent networked Communication Top down Guarded Hub & Spoke Collaborative style Problem-solving Hierarchical Horizontal Independent Collaborative Decision-making Seeks Approval Team informed Team included Team decided Command & Get out of the Leadership style Coach Partner control way No news is Feedback Once per year Weekly / Daily On demand good news Unable to work Unfathomable if not Technology use Uncomfortable Unsure without it provided Part of my daily Job changing Unwise Sets me back Necessary routineLancaster, L.C. and Stillman, D. When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. Chris Sparshott (@sparkbouy) Wheaton, IL. Harper Business, 2003.
  • Identify the Human Hubs Chris Sparshott (@sparkbouy)
  • Train the advocates Chris Sparshott (@sparkbouy)
  • SellSellto the users& detractors * Directly * Indirectly Chris Sparshott (@sparkbouy)
  • Direct Selling: Marketing 101• We know what the key problems are• We already have a solution• We have identified advocates (bottom-up)• Create a story line / hook that generates interest – Story 1: W ho wants to do less email? – Story 2: W ho wants access to accurate documents? – Story 3: W ho wants access to information immediately without using email? – Story 4: W ho wants to have a video conference and not travel? – Story 5: W ho wants to share information in real-time with a colleague working remotely?• Explain how these tools will help• Identify key Evangelist by business unit• Create Volunteer Evangelist team Chris Sparshott (@sparkbouy)
  • Other Promotions• Print – notice boards• Freebie – pen and brochure• Lunch-and-learn• Departmental team meetings• Voluntary team• Be involved with employee communities• Get feedback and publish – “How it helped” – cash / kudos incentive• Videos – YouTube, internally published• Newsletters / email / notice boards• Invite to Lotus Connections communities. Chris Sparshott (@sparkbouy)
  • Conversion through training • Convert key users into advocates • Convert advocates into trainers • Convert detractors into happy users • Encourage voluntary participation Chris Sparshott (@sparkbouy)
  • Indirect Selling• Seeing value• Indirect Encouragement• Peer enthusiasm• Word of mouth (Conversation) Chris Sparshott (@sparkbouy)
  • IBM’s Adoption Approach Chris Sparshott (@sparkbouy)
  • IBM’s Adoption Program• The social software adoption program primarily focuses on enabling employees to help one another• Participants have a clear path to do so: Chris Sparshott (@sparkbouy)
  • Frequent and Open Communication • Communication about social software adoption efforts abound: – Intranet news articles written by corporate communications – Wiki, managed by the dedicated team – Blogs, shared bookmarks, shared files, and forum entries, written or identified by individual contributors – tagged with a codeword for easy findability and ease of subscribing Chris Sparshott (@sparkbouy)
  • Employee Participation• The Ambassadors community, launched November 2007 and is comprised solely of IBM volunteers – includes a participant awards program• Ambassadors are self-defined social software experts who help individual IBM employees, teams and communities with using social software• As an ambassador, you can volunteer to: – organize and run clinics, lunch and learn sessions – lead or work as a consultant in jumpstart engagements – create and/or recommend material for Getting Started – share success stories, evangelize at events Chris Sparshott (@sparkbouy)
  • Top Down Chris Sparshott (@sparkbouy)
  • Management* The process is… * All new projects will… * Our success depends upon you doing… * I participate so should you… * Encourage and foster adoption * Investment ($$) for * Training * Communications * Recognition & Rewards Chris Sparshott (@sparkbouy)
  • Summary• Generational Resistance• Bottom-up & Top-down for success• Open communication• Rewards and Encouragement Chris Sparshott (@sparkbouy)
  • Will any of this work for you?• Where has your organisation been successful at deploying tools and getting (near) universal employee uptake?• What methods sit well with your business culture?• How do you measure your success? Chris Sparshott (@sparkbouy)
  • SummaryPart 1: ValuePart 2: Adoption Strategy Chris Sparshott (@sparkbouy)
  • Where to nextChris Sparshott (@sparkbouy)
  • Suggested Next Steps• High level project plan• Use cases Vs capability requirements• Architecture solution design• Implementation and test plan• Communication plan with participants and interested parties• Enablement plan Chris Sparshott (@sparkbouy)