Social Business Value Demystified: Real-World Experiences

Edin KapićBeezy

Kapić• SharePoint Architect

– Works for Spenta / Beezy in Barcelona

– SharePoint Server MVP– President of Catalonian

SharePoint User Group (SUG.CAT)

sug.cat @ekapicwww.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 [səʊʃl<]

– 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 [səʊʃl< 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.

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

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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 guiding these efforts to achieve a purpose.

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

developmentSource: 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

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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 must shift 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

Measure the Right Things

• 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• 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 business process and introduce social– Social should fit naturally

into the flow of work• Do not complement,

replace

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No Sponsors, No Go

• No executive involvement means no social commitment– Some industries are more resistant

to social– Try a pilot in a non-essential

business process– Engage top management in social

activitiesWin 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

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 and change