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Social Business Value
Demystified: Real-World
Experiences
Edin Kapid
Beezy
Kapid
• SharePoint Architect
– Works for Spenta / Beezy in
Barcelona
– SharePoint Server MVP
– President of Catalonian
Sha...
Structure of the Talk
• Real-World Power of Social
• What’s the Fuss About Social
• Social What and Why
• Social Success P...
REAL-WORLD POWER OF SOCIAL
International Postal Arrival Office
(Madrid Airport)
We have carried out investigations to locate your shipping but we
had unsuccessful results, so we can not provide any info...
Hello Edin, during this morning we will deliver it
to your home. Regards.
Very angry with Correos: they have my passport
s...
WHAT’S THE FUSS ABOUT SOCIAL?
What’s the Fuss About Social?
• social [səʊʃl̩]
– From Middle French social, from Latin sociālis (“of or
belonging to a co...
What’s the Fuss About Social?
• …In a social
organization, employees, custo
mers, suppliers, and all other
stakeholders ca...
What’s the Fuss About Social?
• Social Computing Can Improve Our Work
– A potential 20-25% improvement possible in
knowled...
1
9
What’s the Fuss About Social?
• Keywords
– …potential…
– …unlocked…
– …possible…
– …can be…
• The technology has little to...
SOCIAL WHAT AND WHY
Social What and Why
• …the new social technology
landscape isn't about the
technology. It's about building
communities, fo...
Social What and Why
• Social Can Mean Many Things
– People + Activities + Content
– Adding Context to Content
– Organizing...
Social What and Why
• Social Building Blocks
Community
People
ContentActivities
Objective
• Business
• Alignment
Context
•...
Social What and Why
• Business objectives?
– To better understand
market shifts
– To identify internal talent
– To improve...
SOCIAL SUCCESS PATTERNS
Social Success Patterns
• The emergence of socially
connected enterprises isn’t
fast
– More than half of
respondents gave ...
Social Success Patterns
• Companies are facing
common barriers
– Lack of an overall strategy
(28%), too many competing
pri...
2
9
Social Success Patterns
• In our Beezy deployments we have observed some repeating
patterns in how companies embrace socia...
Enterprise Culture Matters
• The enterprise culture must
shift for social to work
• Change Management is a
very important ...
Benefit the Right People
• What’s In It For Me (WIIFM) Factor
– The employees must perceive the
benefits of using social i...
Measure the Right Things
• Return on Investment (ROI)
– Social ROI = Benefit of Social / Cost of Social
– Cost of Social =...
Measure the Right Things
• The crux of Social ROI is calculating the benefit
• Qualitative
– (better context for decision-...
Measure the Right Things
Richter et al, 2013, Success Measurement of Enterprise Social Networks
# Questions Asked
Time to ...
Align with the Business
• Take an existing business
process and introduce
social
– Social should fit naturally
into the fl...
3
7
No Sponsors, No Go
• No executive involvement means
no social commitment
– Some industries are more resistant
to social
– ...
No Sponsors, No Go
Start Small, Keep Going
• Do not try to cover the whole company at once
• Don’t “bet the farm”
Metadata, Metadata, Metadata
• Social doesn’t replace Metadata
• Folksonomy / Taxonomy
Metadata, Metadata, Metadata
• What’s the future?
– Social Exhaustion
– More metadata in social
– More social governance
•...
Metadata, Metadata, Metadata
vNext
Metadata, Metadata, Metadata
SUMMARY
Summary
• Social is huge productivity enabler
– Be prepared
• Social is becoming mature
– Leverage success patterns
– Avoi...
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
ESPC14 Social Business Value Demystified
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ESPC14 Social Business Value Demystified

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My slides from the session about "Social Business Value Demystified: Real-World Experiences" at the European SharePoint Conference 2014 in Barcelona.

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  • And theunicorns do exist, right?
  • When it comes to Enterprise Social, it is vital that before commencing any Social implementation, organisations must focus on the Why.
  • What canwe do then?
  • It’s part of the way they do business; it’s how they think. They need to see the valueof connecting experts to furthering business goals (Oil Industry)
  • Don’t focus on the overall corporate value and benefit when communicating collaboration to employees. Employees care about how this will impact them on an individual basis.
  • IncreasedemployeesatisfactionDegree of retained knowledge of people leaving the firm Increased quality of published content
  • Real process, not a sampleoneWhen social is aliveandkicking, alignbusiness objectives with social ROI mètricsExample: Social Intranet Concept
  • Lessrisk, lesstime, morechances to get a sponsorCommunicateandinvolveTownhalls
  • “Childrengone silent” moment, Ensurethatthe feedback loopworks
  • Transcript of "ESPC14 Social Business Value Demystified"

    1. 1. Social Business Value Demystified: Real-World Experiences Edin Kapid Beezy
    2. 2. Kapid • SharePoint Architect – Works for Spenta / Beezy in Barcelona – SharePoint Server MVP – President of Catalonian SharePoint User Group (SUG.CAT) sug.cat @ekapic www.edinkapic.com
    3. 3. Structure of the Talk • Real-World Power of Social • What’s the Fuss About Social • Social What and Why • Social Success Patterns
    4. 4. REAL-WORLD POWER OF SOCIAL
    5. 5. International Postal Arrival Office (Madrid Airport)
    6. 6. We have carried out investigations to locate your shipping but we had unsuccessful results, so we can not provide any information about your situation.
    7. 7. Hello Edin, during this morning we will deliver it to your home. Regards. Very angry with Correos: they have my passport since 21st in Barajas, with no further information. I hope it’s not lost.
    8. 8. WHAT’S THE FUSS ABOUT SOCIAL?
    9. 9. What’s the Fuss About Social? • social [səʊʃl̩] – From Middle French social, from Latin sociālis (“of or belonging to a companion or companionship or association, social”), from socius (“a companion, fellow, partner, associate, ally”) • social networking [səʊʃl̩ nɛtwɜːkɪŋ] – The interaction between a group of people who share a common interest.
    10. 10. What’s the Fuss About Social? • …In a social organization, employees, custo mers, suppliers, and all other stakeholders can participate directly in the creation of value. • They contribute to, review, and comment on any phase of the firm’s work.
    11. 11. What’s the Fuss About Social? • Social Computing Can Improve Our Work – A potential 20-25% improvement possible in knowledge worker productivity – $900 billion - $1.3 trillion annual value can be unlocked by social technologies in some sectors – 2x better potential value for better enterprise communication and collaboration. Source: The social economy: unlocking value and productivity through social tecnologies
    12. 12. 1 9
    13. 13. What’s the Fuss About Social? • Keywords – …potential… – …unlocked… – …possible… – …can be… • The technology has little to do with the end result – It’s not “build it and they will come”
    14. 14. SOCIAL WHAT AND WHY
    15. 15. Social What and Why • …the new social technology landscape isn't about the technology. It's about building communities, fostering new ways of collaborating, and guiding these efforts to achieve a purpose.
    16. 16. Social What and Why • Social Can Mean Many Things – People + Activities + Content – Adding Context to Content – Organizing Communities of Knowledge – Filtering the Information Overload • What is Social for You? – No One-Size-Fits-All Answer, sorry – But some hints follow…
    17. 17. Social What and Why • Social Building Blocks Community People ContentActivities Objective • Business • Alignment Context • Metadata • Relationship Guidance • Governance • Maturity
    18. 18. Social What and Why • Business objectives? – To better understand market shifts – To identify internal talent – To improve visibility into operations – To improve strategy development Source: 2013 MIT Sloan Management Review and Deloitte Social Business Study
    19. 19. SOCIAL SUCCESS PATTERNS
    20. 20. Social Success Patterns • The emergence of socially connected enterprises isn’t fast – More than half of respondents gave their company a score of 3 or below (out of 10) Source: 2013 MIT Sloan Management Review and Deloitte Social Business Study
    21. 21. Social Success Patterns • Companies are facing common barriers – Lack of an overall strategy (28%), too many competing priorities (26%) and lack of a proven business case or strong value proposition (21%) Source: 2013 MIT Sloan Management Review and Deloitte Social Business Study
    22. 22. 2 9
    23. 23. Social Success Patterns • In our Beezy deployments we have observed some repeating patterns in how companies embrace social successfully – Enterprise Culture Matters – Benefit the Right People – Measure the Right Things – Align with the Business – No Sponsors, No Go – Start Small, Keep Going – Metadata, Metadata, Metadata
    24. 24. Enterprise Culture Matters • The enterprise culture must shift for social to work • Change Management is a very important issue here • “People should be working, not talking” mindset
    25. 25. Benefit the Right People • What’s In It For Me (WIIFM) Factor – The employees must perceive the benefits of using social in the workplace – How will this make their jobs and lives easier? • Early Adopters are valuable • Resistance vs Motivation
    26. 26. Measure the Right Things • Return on Investment (ROI) – Social ROI = Benefit of Social / Cost of Social – Cost of Social = Software Cost + Adoption Cost – Benefit of Social = ?
    27. 27. Measure the Right Things • The crux of Social ROI is calculating the benefit • Qualitative – (better context for decision-making, employee motivation) • Quantitative – (# of issues raised, email load, disk usage)
    28. 28. Measure the Right Things Richter et al, 2013, Success Measurement of Enterprise Social Networks # Questions Asked Time to Onboard New Employees % of Labeled Content Quality of Published Content
    29. 29. Align with the Business • Take an existing business process and introduce social – Social should fit naturally into the flow of work • Do not complement, replace
    30. 30. 3 7
    31. 31. No Sponsors, No Go • No executive involvement means no social commitment – Some industries are more resistant to social – Try a pilot in a non-essential business process – Engage top management in social activities Win Executive Support for SharePoint Social (Richard Harbridge)
    32. 32. No Sponsors, No Go
    33. 33. Start Small, Keep Going • Do not try to cover the whole company at once • Don’t “bet the farm”
    34. 34. Metadata, Metadata, Metadata • Social doesn’t replace Metadata • Folksonomy / Taxonomy
    35. 35. Metadata, Metadata, Metadata • What’s the future? – Social Exhaustion – More metadata in social – More social governance • IMHO – More knowledge extraction from social content – More automated social tools
    36. 36. Metadata, Metadata, Metadata vNext
    37. 37. Metadata, Metadata, Metadata
    38. 38. SUMMARY
    39. 39. Summary • Social is huge productivity enabler – Be prepared • Social is becoming mature – Leverage success patterns – Avoid common pitfalls • It’s not about technology, it’s about culture and change
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