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Developing a Measurement Framework for the Social Enterprise
Susan Etlinger, Industry Analyst, Altimeter Group
Dynamic Customer
Altimeter’s Research Themes
3
Adaptive Organization
Sentient World
© 2011 Altimeter Group
Where Are We?
Social Media Proliferation in the Enterprise
5
Who’s using external social media
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Who’s deploying ESNs
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The primary use cases
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Social business still emerging
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The challenge, and the opportunity
© 2011 Altimeter Group
Designing a Measurement Framework
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Current metrics focus on engagement
Translating collaboration into business value
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A Step-By Step Process
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§ Don’t simply adopt social media metrics and apply to your organization.
§ Start with your business objectives and strategies: Corporate, Line of Business/Geography, Department.
§ Ask some thought starter questions.
§ Identify the use cases that are most relevant to you.
§ Based on those use cases, develop a prioritized list of the most valuable things you can learn about your social media initiatives.
Step 1. Define Strategy
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Encourage Sharing 1. Does participation improve organizational
culture? 2. Does it promote best practices that lead to
quality improvement? 3. Does it correlate to reductions in issue resolution
time? 4. Does it correlate to an improvement in audit
scores or other measures of risk reduction?
Thought Starter Questions: Examples
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Capture Knowledge 1. Does collaboration shorten learning curves and/
or training time? 2. Does it lead to reductions in onboarding time? 3. Does it translate to competitive advantage? 4. Does it reduce operational costs and better
leverage employee talent?
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Thought Starter Questions: Examples
Enable Action 1. Does it correlate to improvement in top-line
revenue via customer retention? 2. Does it enable process improvements that lead
to reduced costs? 3. Does it help speed products or services to
market?
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Thought Starter Questions: Examples
Empower People 1. Does participation promote employee
satisfaction? 2. Does participation correlate with employee
loyalty? 3. Does more collaboration correlate with stronger
employee performance? 4. Does it correlate with innovation?
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Thought Starter Questions: Examples
§ Determine method • Top-down, bottom-up
• Qualitative and quantitative methods
• A/B testing, correlation
§ Prioritize your metrics based on: • Value
• Ability to measure
• Resources required
• Priority to the organization
Step 2. Identify Appropriate Metrics
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Employee-Based • Performance • Satisfaction • Retention • Promotion
Organization-Based • Productivity • Onboarding time • Risk reduction • Audit scores • Speed to market
Customer-Based • Revenue/Lifetime Customer Value • Satisfaction or Net Promoter Score • Loyalty
Step 2: Sample Metrics
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§ Identify your organizational model for social media.
§ Outline the roles and responsibilities of your measurement team.
§ Determine how you will staff.
§ Build workflow and communication processes.
Step 3. Evaluate Organizational Requirements
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§ Choose your technology based on the relationships you want to build, not features.
§ Prioritize technology options based on your objectives.
§ Have simple guidelines in place. § Deploy in partnership and in one
department first. Look at usability, governance, data integration, analytics.
§ Consider how and whether multiple tools will complement each other.
Step 4. Choose Your Tool Set
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“The biggest takeaway we found from our vendor interviews is that organizations who come in with a committee-generated list of features they want in an ESN are the ones most likely to fail in their implementation.” − Charlene Li, “Making the Business Case for Enterprise Social Networks, Altimeter Group, 2012
How ESNs Mature
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Maturity Model for Enterprise Collab Metrics
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Volume Metrics (from
collaboration platform)
Correlated Metrics
(Compared with Enterprise Data)
Holistic Metrics (Integrated with
Enterprise/External Data)
§ Enterprise social is different from consumer social; not all measures are relevant
§ Consider your company, industry, employee and customer types when building metrics
§ We are still in the earliest evolution of enterprise collaboration
§ Learn by doing, and benchmark as you go.
Final Thoughts
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Primary sources for this report
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http://www.altimetergroup.com/research/reports
Sessions You Must See
• Implementing Facebook Measurement Wednesday @ 3:50 pm • Megan Douglas. Manager of Consulting
Services, Webtrends • Julie Gillison. Program Manager, Product
Development, Webtrends
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