Measuring for Success: ROI in Enterprise 2.0 and Social Media

© Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved.

Babson College

October 2012

Jamie Pappas, Principal & Founder Pappas Advisors

[email protected]

@JamiePappas


I’ve been focused on E 2.0 and social media for 7 years now with successes in several areas: Ø  Internal community/Enterprise

2.0 initiatives

Ø  External brand-owned community building

Ø  External off-domain embassies

Ø  Notable brands I’ve worked for or with: Ø  EMC, John Hancock, RSA

Security, Mozy, Intel, Covidien, Dell, Citi, Fidelity, Medtronic, NetApp, Kronos

@JamiePappas


So, what are your goals? Ask yourself:

Ø  How do they support the your organization’s goals?

Ø  How do they tie back to business processes and people?

•  Hint: This will help to answer the dreaded ROI question

Ø  Are they measurable?

Ø  Are they realistic or are they promising the greatest thing since sliced bread?

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@JamiePappas

© Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of http://www.trisoma.com/trigger-point.html

Ø  What challenges does the organization face that might be mitigated or alleviated with E 2.0 tools? •  Information/organization silos?

•  Lack of expertise knowledge or ability to locate?

•  Redundancy of people/processes?

Ø  What are some tangible use cases? Ø  What’s all of this going to cost?

•  Be honest with budgetary needs

•  Consider a “pilot” or “beta” rollout to mitigate up front costs

@JamiePappas


Ø  Is there anyone in the organization already using collaborative tools?

Ø  Is there anyone who’s been asking for these kinds of tools?

Ø  Know the people that support open collaboration - make them your friends.

Ø  Know the people that do not support open collaboration - make them your friends.

Ø  Equip people to be advocates to help build the use cases.

Ø  Be open to feedback – don’t have everything already figured out.

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@JamiePappas


Ø  Do people know how? Ø  Do they know what? Ø  Do they know where? Ø  Do they know why? Ø  Do they know when? Ø  Focus on the things they can do with

the tools! Ø  Variety in training is also key: •  Online & in-person training •  Lunch-N-Learns •  Podcasts •  Written & Video tutorials •  Train the trainer

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@JamiePappas


“This stuff is not for businesses.” “Social collaboration is not work.”

“I don’t have time for this…” “You expect us to pay our employees to

socialize?”

“Great. One more tool to keep track of…” “This is going to take way too much time to

learn.” “I don’t have anything to contribute.”

“My boss doesn’t support things like this.”

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@JamiePappas


Remember: Measures of success MUST tie back to your overall goals.

Ø  “Corporate Memory” Ø  Expertise location on a global scale

Ø Reputation management

Ø  Provides employees with a “voice” Ø  Break down org/info silos

Ø  Innovation and thought leadership Ø Connect people with people and

information

Ø  Personal and professional growth

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@JamiePappas


Qualitative (more apparent, but doesn’t always carry as much weight)

Ø  User engagement

Ø  Community feedback/anecdotal stories

Ø  Do they miss it when it’s not available?

Ø  Is this a part of “everyday” business activities?

Ø  Could we work (as well) without it?

Ø  Employee satisfaction

Ø  “Findability”

Ø  Listening to and acting on feedback

Quantitative (harder to define, but often the first thing asked for)

Ø  Progressive participation – Lurker -> Passive -> Active -> Influencer

Ø  Activity and engagement levels

Ø  Resonant content

Ø  Employee satisfaction surveys

Ø  Employee retention rates

Ø  Time searching for information

Ø  Reducing duplicate efforts/ projects

Ø  Number of community members

Ø  Cost efficiencies gained

Ø  Customer retention rates

Ø  Customer satisfaction surveys

@JamiePappas


@JamiePappas

linkedin.com/in/jamiepappas

[email protected]

pappasadvisors.com

These slides will be available on SlideShare at http://www.slideshare.net/jamiepappas

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Measuring for Success: ROI in Enterprise 2.0 and Social Media