The social honeymoon is over... how do you measure success: #SMI12

2,239 views

Published on

Social, collaborative tools are transforming the enterprise. Lee Bryant takes us on a tour of the companies of tomorrow where social tools are yielding new levels of collaboration, insight and productivity.

Published in: Business, Technology

The social honeymoon is over... how do you measure success: #SMI12

  1. 1. The Social Honeymoon Is Over...How Do We Measure Success? Lee Bryant, Dachis Group, June 2012
  2. 2. Introduction to Dachis Group
  3. 3. Introduction to Dachis Group
  4. 4. Introduction to Dachis Group
  5. 5. Social business: emerging from the Cretaceous era
  6. 6. A major change in the way we think about business
  7. 7. A major change in the way we think about business“I’m arguing that somethingmuch bigger is happeningthan the application ofcollaborative tools within theenterprise – it’s a profoundtransformation of theenterprise as we know it ...huge changes in how weorchestrate capabilities tocreate goods and services.” Don Tapscott
  8. 8. Connected Companies are made of networks
  9. 9. Connected Companies are made of people“Man is the lowest-cost, 150-pound, nonlinear, all-purpose computer system which can be mass-producedby unskilled labor.” -- NASA, 1965
  10. 10. Key challenge: the right combination of people & tech"the best chess player on the planet today is not acomputer. Nor is it a human. The best chess player is ateam of humans using computers."
  11. 11. Why? Social business aims for engagement at scale
  12. 12. Social media evolving rapidly towards engagement
  13. 13. Increasing connection between online & offline
  14. 14. But how to measure? likes & fans are not enough ...
  15. 15. Need to be social on the inside to succeed outside
  16. 16. Reported benefits of social business projects
  17. 17. Reported benefits of social business projects
  18. 18. Burberry betting heavily on social, inside and outside
  19. 19. Major European firms seeking greater efficiency
  20. 20. Not just tech: manufacturing & industry benefit too
  21. 21. Knowledge-intensive firms seeking better performance
  22. 22. How can we start to measure social results?
  23. 23. Humanising the enterprise: people over process • Social networks and communities • Engagement and conversation • Collaboration and co-creation
  24. 24. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£)
  25. 25. Activity streams + the social graph create ‘flow’ • Activity streams and updates • Integrate with systems of record • Every’thing’ will have a voice
  26. 26. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+)
  27. 27. Better decision making based on ambient signals • Glancing, ambient sharing, awareness • ‘Getting things done’ with social signals • Learning in the open, by watching others
  28. 28. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+)
  29. 29. Socialising processes and exception handling • ‘In the flow’ - social on the shop floor • Social BPM, LEAN and workflow • Shift handover and communication
  30. 30. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£)
  31. 31. Harnessing collective intelligence as business value • Social reading and recommendations • Social network signals, co-ordination • Manage knowledge flows, not objects
  32. 32. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£)
  33. 33. Using customer insight for business improvement • Sharing & co-producing with customers • Integration with external networks & sites • Social CRM, personalisation, workstreaming
  34. 34. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£)
  35. 35. Using ‘Big data’ & social analytics to track demand
  36. 36. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£) Faster innovation, time to market (+)
  37. 37. Deeper customer relationships; advocacy, influence • Social commerce, FB commerce • Brand communities and peer-to-peer • Advocacy and social influence
  38. 38. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£) Faster innovation, time to market (+) Brand Awareness, mindshare, love, advocacy (£)
  39. 39. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£) Faster innovation, time to market (+) Brand Awareness, mindshare, love, advocacy (£) Social commerce, recommendations, influence (£)
  40. 40. Social customer service & personalised self-service • Peer to peer customer support • Customer-managed data (VRM) • Customer community management
  41. 41. Success measures and business goalsMeasuring social business success ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£) Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£) Faster innovation, time to market (+) Brand Awareness, mindshare, love, advocacy (£) Social commerce, recommendations, influence (£) Cost deflection, satisfaction, recommendations (£)
  42. 42. Success measures and business goalsTowards a basic business case for social businessINSIDE ROA: Putting a value on employee time savings (£) Better cross-silo working & ambient awareness (+) Increased productivity in teams, faster learning (+) Less problems, downtime & faster resolution (£)OUSIDE Better thought leadership, more client wins (£) Higher customer satisfaction, lower costs (£) Faster innovation, time to market (+) Brand Awareness, mindshare, love, advocacy (£) Social commerce, recommendations, influence (£) Cost deflection, satisfaction, recommendations (£)
  43. 43. Joining the dots to create a connected business
  44. 44. We need to value integration & ‘connective tissue’
  45. 45. Social Business Intelligence, not just monitoring... Social Business Intelligence enables companies to uncover insights, take action on those insights, and measure performance and ROI of those actions. ® 2011 Dachis Group. Confidential and Proprietary
  46. 46. Our Social Business Intelligence platform Social Business Index Social Portfolio Insight Social Performance Monitor Advocate Insight Employee Insight Social Business Intelligence Platform Normalization ® 2012 Dachis Group. Confidential and Proprietary Enrichment Analysis Analytics
  47. 47. Need to give employees a role in external engagement Advocates Employees PartnersOrganize youremployees,advocates andpartners to engagewith the market... All coordinated, on brand message and understanding their own goals and their contribution to ® 2011 Dachis Group. Confidential and Proprietary performance
  48. 48. Need to give employees a role in external engagement Employee Insight Mobilize and measure employees to scale brand impact Rank your employee 1 social accounts, tracking signals, audience, conversation and strength. 1 3 2 Measure employee social scores, and brand impact. 3 Track top employees on your Social Leaderboard 2 4 Mobilize your employee social efforts with a configurable portal. 4 ® 2011 Dachis Group. Confidential and Proprietary
  49. 49. Need deeper, real-time insights into what is workingSocial Performance Monitor (SPM)Measuring business outcomes in socialSocial Performance Monitorhelps organizations gaininsight into the businessbenefits delivered by Social
  50. 50. Need deeper, real-time insights into what is workingSocial Performance Monitor (SPM)Measuring business outcomes in socialSocial Performance Monitorhelps organizations gaininsight into the businessbenefits delivered by Social
  51. 51. Still a mountain to climb, but we are making progress...
  52. 52. Thanks for listening Talk back: @LeeBryant
  53. 53. Picture CreditsExcept where otherwise stated, photos courtesy of Flickr using Creative Commonslicense. Thanks to the following image sources:http://www.flickr.com/photos/arenamontanus/375127836/http://www.flickr.com/photos/peasap/655111542/http://www.flickr.com/photos/walkadog/3353936487/http://www.flickr.com/photos/zooboing/4743616313/http://www.freepatentsonline.com/3962748.pdfhttp://www.flickr.com/photos/victoriapeckham/164175205/http://www.flickr.com/photos/cote/54408562http://www.flickr.com/photos/emdot/5651375http://www.flickr.com/photos/nurpax/3721686206/http://www.flickr.com/photos/soldiersmediacenter/4271795260http://www.flickr.com/photos/exey/3960710978http://www.amc.af.mil/shared/media/photodb/photos/070119-F-0000R-101.jpghttp://www.flickr.com/photos/gsfc/4812251861/sizes/l/in/photostream/http://www.thisiscolossal.com/2012/01/yayoi-kusama-obiliteration-room/http://www.flickr.com/photos/capitano_teo/397060137/http://i.imgur.com/mov2K.jpghttp://www.flickr.com/photos/featheredtar/2305070061/http://www.flickr.com/photos/aussiegall/364313299/http://www.flickr.com/photos/ross/171420476/http://www.flickr.com/photos/ulybug/154722108/sizes/o/http://www.flickr.com/photos/pollas/18662234/sizes/o/in/photostream/http://takethesquare.net/2012/01/03/from-indignados-to-occupywhere-reflections-on-year-of-struggle-in-europe/http://www.flickr.com/photos/joeshlabotnik/305410323/http://www.flickr.com/photos/17258892@N05/2588347668http://www.flickr.com/photos/schoschie/8821223/

×