The document discusses strategies for driving social adoption in businesses. It recommends developing a social business strategy that integrates social tools and capabilities into business processes. It also recommends using a social value model to understand what motivates different user groups and designing programs accordingly. Key metrics should be identified and measured to demonstrate the business value and return on investment from social collaboration. The right social tools need to be selected and data from them analyzed to provide social insights. Case studies show benefits like improved search and expertise discovery.

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Measurable Social Adoption
Peter H. Reiser
Social Business Geek & CEO SocialAdoption.com

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h4ps://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=18381
Provided
by:
@marc_smith

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Enterprise Social Landscape
Product
Development
Marketing HR IT Customer
Service
IDEAStorm Monitoring Recruitment Collaboration CommunitiesSocial Tools Silos
Social Graph Silos

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Source:
h4p://www.global-­‐integra/on.com/resources/cartoons
Community
Manager
I need a urgent response
for a customer complaint
via Twitter ....

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Social Business Strategy

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Social Business Strategy
Socially enable your Processes to make your
Business more effective and efficient
Interact
Collaborate
Work
Social
Employee
Social
Customer
Sales
Marke/ng
Service

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Social
–
Tools
–
Graph
-­‐
Adop/on
Integrate Social into your Business Processes
BID
Mngt.
Product
Crea/on
Market
Sell
Deliver
Support
Business
Applica6ons
IDEA Storm Social Monitoring Social Discovery Social Collaboration Communities
Social Insight

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Business
Applica6ons
Sales
Social Re-Use versus Win/Loss
BID
Mngt.
Product
Crea/on
Market
Sell
Deliver
Support
Enterprise
Social
Collabora/on
-­‐
secure
–
scalable
–
compliant
Social
-­‐
Capabili/es
–
Graph
-­‐
Adop/on
metricsmetricsmetrics metrics metrics14% higher Win Rate metrics
Social Selling

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CRM + Communities
Recommenda6ons
based
on
in
context
CRM
and
Social
Insight

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ROI on Social Collaboration (Sun Microsystems)
ROI
Calcula6on
Revenue
:
11,000
Millions
80%
of
projects
in
AIM
KMS:
8,800
Millions
14
%
average
Re-­‐Use:
1,320
Millions
Average
win
rate
improvement
:
10
%
Source:
h4p://socialadop/on.com/2011/12/12/social-­‐roi-­‐and-­‐social-­‐value-­‐models/

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Business
Applica6ons
Project Delivery
Social Re-Use versus Project Margin
BID
Mngt.
Product
Crea/on
Market
Sell
Deliver
Support
Enterprise
Social
Collabora/on
-­‐
secure
–
scalable
–
compliant
Social
-­‐
Capabili/es
–
Graph
-­‐
Adop/on
metricsmetricsmetrics metrics metrics20% higher margins
Social Collaboration

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Social
&
Business
Value
per
Document
Social
Values
! Downloads
! Ra/ngs
! Re-­‐Use
Business
Values
Wins
Revenue
Hours
saved

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ok – and how to drive
Social Adoption ?

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Social Adoption
+
=
WIIFM
Source:
h4p://socialadop/on.com/2008/09/16/community-­‐equity-­‐a-­‐way-­‐to-­‐measure-­‐social-­‐capital-­‐for-­‐an-­‐enterprise/
(Measuring) Social Capital
Maslow
Social Value Model

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Understand your Users/Audience
Sales
Team
Tech
Team
Next
Fiscal
year
-­‐
you
can
choose
between:
5% more salary
or
work on a cool project
Source:
h4p://socialadop/on.com/2011/12/12/social-­‐roi-­‐and-­‐social-­‐value-­‐models/

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1. Social Value model (Motivational Design)
• Motivation (Behaviorism Theory)
• Intrinsic
• Extrinsic
• Reward models (Cognitive Evaluation Theory)
• Tangible/intangible rewards
• Excepted/un-excepted
• Activity Loop
• Motivation -> Action -> Feedback
• Fun
Engagement
Progression

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Example: Sun Microsystems Technology Leadership
Engineer
Principal
Fellow
Senior
Engineer
HR
Levels
HR
Promo/on
Process
Peer Review
Candidate Pipeline Criteria's
! Internal
Outreach
! External
Outreach
! Intellectual
Proper/es
! ....
! ....
! Over average Social Equity
Source:
h4p://socialadop/on.com/2011/12/12/social-­‐roi-­‐and-­‐social-­‐value-­‐models/

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Measure Social Capital

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Example: Community Equity
Social Equity Activities Me
Contribution
create
modify
Participation
view
rate
comment
Re-use
People
ActorsValue per ActivitySum of Value
Person Equity
Information Equity
Community Equity
Tag Equity

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Select the appropriate tools
• Re-usable Social capabilities
• Integration into business process – apps - data
• Social Insights – capture – analyze – visualize
• Customer Experience – adaptive – mobile

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Examples: Social Now Tool Vendors

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Results (example Sun Microsystems)
• #2 internal site after 12 month
• 30’000+ users
• Most trusted website and content
• Consolidation and close-down of 5 global repositories
• 2 new unique T-Shirt designed and delivered
• 1 new special beer brewed (and limited delivered)

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Additional Benefits: Much better Search
Expertise Discovery
Personalized
Recommendations

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Additional Benefits
! Meaningful PBL’s
! Trend discovery (Tag Cloud)
! Dynamic Expertise and Skills discovery

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Social Business Summary
BID
Mngt.
Product
Crea/on
Market
Sell
Deliver
Support
Enterprise
Social
Collabora/on
-­‐
secure
–
scalable
–
compliant
Social
-­‐
Capabili/es
–
Graph
-­‐
Adop/on
Business
Applica6ons
metricsmetricsmetrics metrics metrics
WIIFM
Social Insight
WIIFB

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Ø Social Business Strategy (WIIFB)
Ø Social Value Modeling (WIIFM)
Ø Social Product Strategy
Can we help you?
http://socialadoption.com

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@Apéro
@peterreiser
facebook.com/reiser2.0
linkedin.com/in/peterreiser
Thank
you