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Social Business Value Demystified: Real-World Experiences
Edin KapićBeezy
Kapić
• SharePoint Architect• Works for Spenta / Beezy in
Barcelona, Spain
• SharePoint Server MVP
• President of Catalonian SharePoint User Group (SUG.CAT)
• Pluralsight Author
• Spreekt een beetje nederlands ;-)
sug.cat @ekapic
www.edinkapic.com
Structure of the Talk
• Real-World Power of Social
• What’s the Fuss About Social
• Social What and Why
• Social Success Patterns
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 information about your situation.
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.
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 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.
What’s the Fuss About Social?
• …In a social organization, employees, customers, 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.
http://www.gartner.com/it/products/research/media_products/social_org
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
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”
Social What and Why
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 guidingthese efforts to achieve a purpose.
http://www.gartner.com/it/products/research/media_products/social_org
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…
Social What and Why
• Social Building Blocks
Community
People
ContentActivities
Objective• Business
• Alignment
Context• Metadata
• Relationship
Guidance• Governance
• Maturity
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
Social Success Patterns
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
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
30
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
Enterprise Culture Matters
• The enterprise culture mustshift for social to work
• Change Management is a very important issue here
• “People should be working, not talking” mindset
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
• Return on Investment (ROI)
• Social ROI = Benefit of Social / Cost of Social
• Cost of Social = Software Cost + Adoption Cost
• Benefit of Social = ?
Measure the Right Things
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)
Measure the Right Things
Richter et al, 2013, Success Measurement of Enterprise Social Networks
# Questions Asked
Time to OnboardNew Employees
% of LabeledContent
Quality ofPublished Content
Align with the Business
• Take an existing businessprocess and introducesocial• Social should fit naturally
into the flow of work
• Do not complement, replace
No Sponsors, No Go
• No executive involvement meansno social commitment• Some industries are more resistant to
social
• Try a pilot in a non-essential businessprocess
• Engage top management in social activities
Win Executive Support for SharePoint Social (Richard Harbridge)
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
• IMHO• More knowledge extraction from
social content
• More automated social tools
Metadata, Metadata, Metadata
vNext
Metadata, Metadata, Metadata
Metadata, Metadata, Metadata
Summary
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 andchange
