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Social collaboration in transition

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In a study carried out in July 2015, MWD Advisors' Angela Ashenden asked participants about the level of interest in – and adoption of – social collaboration technologies within their organisations. As well as exploring the things that had acted as drivers to those who’ve already taken their first steps with social collaboration, the survey aimed to compare the concerns of those who have not yet implemented the technology with the real-life challenges experienced by those who have.

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Social collaboration in transition

  1. 1. Social collaboration in transition September 2015 Angela Ashenden Free report A snapshot of adoption and market maturity
  2. 2. Table of Contents page page page page Creating an open, networked and interactive organisation The survey results About the survey Your next steps 2© MWD Advisors 2015 3 5 12 15
  3. 3. Creating an open, networked and interactive organisation As markets become more global, organisations become increasingly distributed and dispersed, customers’ expectations about the products and services they receive become more demanding, businesses are increasingly changing the systems they use to operate in order to compete more effectively, drive new business opportunities, and stand out from the crowd. Social collaboration technologies offer opportunities to invigorate organisations: providing more open, flexible kinds of platforms through which work can get done, information can flow, and people can interact to drive ideas forward.
  4. 4. Technology enabling cultural change Social collaboration technology is found in an increasing number of places. It might be embedded in an online community platform, an Enterprise Social Network (ESN), a microblogging tool, a 'social intranet', or even within an existing business application suite (such as Salesforce.com applications or Microsoft Office 365). However, successful social collaboration requires more than simply implementing technology; it demands a focused strategy and long-term business change investment, supported by an engaged and proactive leadership. 4© MWD Advisors 2015 Social collaboration is the application of social tools and techniques to support the creation of a more open, networked and interactive organisation. Social tools revolve around features such as user profiles, the ability to comment and create open conversations, and the ability to 'follow' users, conversations and topics.
  5. 5. How social collaboration is changing In a study carried out in July 2015, MWD Advisors asked participants about the level of interest in – and adoption of – social collaboration technologies within their organisations. As well as exploring the things that had acted as drivers to those who’ve already taken their first steps with social collaboration, the survey aimed to compare the concerns of those who have not yet implemented the technology with the real-life challenges experienced by those who have.
  6. 6. Social collaboration is moving beyond the “early adopter” phase 6© MWD Advisors 2015 Within our survey group, roughly a third of organisations have implemented, or are currently implementing, social collaboration technology. A further third are considering an investment in social collaboration. The social collaboration technology marketplace is starting to mature, with the hype that once dominated this space being left behind. The benefits of creating a more open, networked organisation through implementing social collaboration are becoming more widely recognised, and social collaboration success stories can now be found in many different industries, from engineering to retail, from financial services to education. These help to build confidence and inspire others to explore social collaboration opportunities for themselves. Yes, we have already implemented social collaboration technology 25% Yes, we have chosen technology but it is not rolled out yet 8% No, but it’s an area we’re investigating 30% No, and we have no current plans to do so 37% Q: Have you already invested in social collaboration technology?
  7. 7. 33% 47% 20% < 1,000 employees 1,000-10,000 employees > 10,000 employees 73% 20% 7% 1-100 employees 100-1,000 employees > 1,000 employees Adoption of social collaboration is expanding beyond the largest organisations 7© MWD Advisors 2015 Yes, we have implemented social collaboration technology No, but it’s an area we’re investigating Of those who told us the size of their organisations, almost half of those who have already implemented social collaboration have more than 1,000 employees. The benefits for large organisations of social collaboration focus on better- connecting distributed teams, and helping to overcoming complex and often obstructive organisational hierarchies to improve the flow of information and aid agility. Looking ahead, we are seeing small and medium-sized businesses investigating the opportunities presented by social collaboration, with a different set of benefits driving this interest.
  8. 8. The first wave of social collaboration adopters sought to improve knowledge and information sharing, but our survey indicates that the next wave is focused on driving innovation and improving employee engagement. The understanding of social collaboration’s potential in delivering these latter benefits is likely to be a major factor behind the growing interest among smaller organisations. Drivers for social collaboration adoption are shifting 8© MWD Advisors 2015 0% 10% 20% 30% 40% 50% Other Improving employee engagement levels Providing a platform to support social learning Improving communications between senior leaders and employees Connecting and unifying a disconnected organisation Finding new ways to drive innovation Updating out-of-date technology Improving knowledge and information sharing Already invested in social collaboration Considering investing in social collaboration Q: What’s your primary driver for investing?
  9. 9. Getting buy-in remains a key challenge for adopters Among those who have already implemented social collaboration, getting buy-in – both at the senior executive and middle management levels – remains a major hurdle. Maintaining success over time is also taxing, and was the most commonly referenced challenge. Potential adopters highlighted, budgetary concerns most (32%). Only 10% cited concerns about misuse, and only 5% worried about getting buy-in from IT. 9© MWD Advisors 2015 1% 8% 12% 13% 15% 17% 17% 18% 0% 5% 10% 15% 20% Other Adoption dropping off after a period of time. Fears among senior leaders about letting employees post freely on the platform Maintaining interest in the initiative among leaders over time. Getting agreement/investment to support the adoption management and business change process. Convincing middle managers that this is a worthwhile use of people’s time Expanding adoption beyond the early adopter stage Getting senior-level buy-in for the initiative in the first place * Weighted results Q: What have been the top 3 challenges in your initiative?
  10. 10. Lack of knowledge remains a key obstacle to social collaboration adoption Looking at those who are not yet considering social collaboration, it seems that this is not primarily because they are against the idea; rather it’s a clear acknowledgement that they simply don’t have enough information to make a decision. Evidently there is also a question of budget, and in some cases there is a view that existing technologies are sufficient. 10© MWD Advisors 2015 4% 4% 22% 37% 37% 0% 10% 20% 30% 40% Other We don’t think social collaboration will bring benefits in our organisation. Our existing collaboration technologies are adequate for our business. We don’t have the budget to focus on this right now. I/we don’t know enough about the benefits of social collaboration to make… Although social collaboration hype may have passed for the most part, this clearly has not yet been replaced with a wholesale understanding of the role and value of social collaboration technology. Q: Why isn’t social collaboration a priority for you at present?
  11. 11. Where social collaboration does not yet reach, email remains king Among those not yet exploring social collaboration, the most common collaboration technology is of course email. More surprising: only 85% of our respondents cited email as a current collaboration tool. For document collaboration, shared file servers and document management systems are prominent, with IM and web conferencing being the most-used communications-based collaboration tools. 11© MWD Advisors 2015 4% 11% 19% 26% 30% 30% 37% 85% 0% 20% 40% 60% 80% 100% Other Audio conferencing tools Video conferencing tools Web conferencing tools Instant messaging Document management systems Shared file servers Email Q: What technologies do you currently use for collaboration?
  12. 12. About the survey
  13. 13. In July 2015 we carried out an online survey with a group of 105 business professionals. We asked this group questions about their adoption of social collaboration technologies, as well as their experiences, challenges and concerns relating to its implementation. The chart above shows the distribution of the 105 organisations that responded in terms of employee numbers. Taking the pulse of social collaboration market maturity 13© MWD Advisors 2015 1-20 employees 20% 20-100 employees 6% 100-500 employees 5% 500-1,000 employees 5% 1,000-10,000 employees 11% More than 10,000 employees 6% Data not provided 47%
  14. 14. Your next steps
  15. 15. Start at www.mwdadvisors.com/tools/ Understand and accelerate your collaboration capability maturity There's no doubt that improving levels of collaboration can bring significant business benefits, including better sharing of knowledge; driving innovation and business differentiation; supporting distributed teams; and building better relationships with partners and customers. Are you on the right path? The MWD Advisors analyst team has created an innovative set of free online tools that you can use to help guide your capability investment and implementation decisions. Each tool is focused on a particular capability, but all of them will provide you with information, insight and advice you need based on the unique context of your own organisation. Complete our simple online self- assessment questionnaire and get a personalised strategy action plan to take you to the next level of collaboration maturity. 15© MWD Advisors 2015

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