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Social Business Value Demystified: Real-World Experiences


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My slides from SharePoint Summit Vancouver 2013 talk.

The core message of SharePoint 2013 is that social computing is here to stay. However, organizations keep facing conflicting messages on how to align business value and social technologies. In this session you will learn how to connect business value and social features of SharePoint in order to support the organizational activities, how to organize communities of knowledge and how to integrate search and metadata into your overall social enterprise strategy. Learn from the real-world social experiences with SharePoint and avoid the common mistakes in your organization social strategy.

Published in: Social Media, Technology, Business
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Social Business Value Demystified: Real-World Experiences

  1. 1. Social Business Value Demystified: Real-World Experiences Edin Kapić– SharePoint Architect, Spenta
  2. 2. Edin Kapić SharePoint Architect Works for Spenta / Beezy in Barcelona SharePoint Server MVP President of Catalonian SharePoint User Group (SUG.CAT) @ekapic 2
  3. 3. Structure of the Talk • Real-World Power of Social • What’s the Fuss About Social • Social What and Why • Social Success Patterns 3
  4. 4. Real-World Power of Social
  5. 5. 1. 2. 3. 4. Apply online (7 documents) Upload any additional documents, if requested (online) Send your passport to the embassy or VAC Receive your passport by mail with a visa
  6. 6. International Postal Arrival Office (Madrid Airport)
  7. 7. We have carried out investigations to locate your shipping but we had unsuccessful results, so we can not provide any information about your situation.
  8. 8. 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.
  9. 9. What’s the Fuss About Social?
  10. 10. 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 nɛtwɜːk ɪŋ] The interaction between a group of people who share a common interest.
  11. 11. What’s the Fuss About Social? …In a social organization, employees, cu stomers, 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. 17
  12. 12. 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 18
  13. 13. 19
  14. 14. 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” 20
  15. 15. Social What and Why
  16. 16. 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. 22
  17. 17. 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… 23
  18. 18. Social What and Why Social Building Blocks People Objective Context Community Activities • Business • Alignment Content • Metadata • Relationship Guidance • Governance • Maturity
  19. 19. 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 25
  20. 20. Social Success Patterns
  21. 21. 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 27
  22. 22. 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 28
  23. 23. 29
  24. 24. 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 30
  25. 25. 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 31
  26. 26. 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 32
  27. 27. 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 = ? 33
  28. 28. 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) 34
  29. 29. Measure the Right Things # Questions Asked Time to Onboard New Employees % of Labeled Content Quality of Published Content Richter et al, 2013, Success Measurement of Enterprise Social Networks 35
  30. 30. 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 36
  31. 31. 37
  32. 32. 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) 38
  33. 33. No Sponsors, No Go 39
  34. 34. Start Small, Keep Going Do not try to cover the whole company at once Don’t “bet the farm” 40
  35. 35. Metadata, Metadata, Metadata Social does not replace Metadata Folksonomy / Taxonomy 41
  36. 36. 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 42
  37. 37. Metadata, Metadata, Metadata vNext (2014) 43
  38. 38. Summary 44
  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
  40. 40. Thank you for your attention! This presentation will be available on the Vancouver SharePoint Summit web site a few days after the event.
  41. 41. Please rate this session! Fill out the survey and get a chance to win a Surface