Session 3 Social Software Value Metrics Ss
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The document discusses metrics for measuring the value and adoption of social software tools. It provides examples of metrics that could be tracked for profiles, bookmarks, communities, blogs, activities, files, wikis and the homepage. It also discusses calculating return on contribution and assessing perceived value and business value. Suggested tasks include defining use cases, measurements, analysis and building surveys and an ROI model.
Session 3 Social Software Value Metrics Ss
- 1. http://w w w .flickr.com/photos/spacesuitcatalyst/536389937/ The value of social software Chris Sparshott, IBM Social Software (@sparkbou Chris Sparshott (@sparkbouy)
- 2. Part 1: Value Part 2: Adoption Strategy Chris Sparshott (@sparkbouy)
- 4. Two ways to focus on a social software projects 1. Business Process 2. Collaboration Process Chris Sparshott (@sparkbouy)
- 5. Three segments of value Vitality Perception Business Chris Sparshott (@sparkbouy)
- 6. Vitality: Is it zingy? Do you want to go back for more? Chris Sparshott (@sparkbouy)
- 7. Profiles Communities Quickly find the people you Create, find, join, and work with All your social software needs communities of people who need by searching across your ready for business share a common interest, organization and connecting to responsibility, or area of others. expertise Bookmarks Blogs Activities Save, organize and share Use a weblog to present your Organize your work, plan next bookmarks; discover idea and get feedback from steps, and easily tap your bookmarks that have been others; learn from the expertise expanding professional network qualified by others with similar and experience of others who to help execute your everyday interests & expertise blog deliverables, faster Homepage Files Wikis Manage your attention by Upload and share any type of file Create wiki spaces for viewing relevant social data with colleagues and individuals, groups, and aggregated across your communities. Store versions and communities to coauthor pages. subscriptions, notifications, and view downloads, comments and View changes across pages, network of colleagues. ratings. ratings, and comments. Chris Sparshott (@sparkbouy)
- 8. Metrics: Profiles • Number of: Profiles – Profiles Quickly find the people you – Edited profiles (and %) need by searching across your – Profiles with pictures organization and connecting to – Users who have added pronunciation others. (and %) 55 – Employees logged in today/last week/ 50 last month 45 A bout M e 40 B ackground P h o to s 35 30 25 28/2/08 17/3/08 25/3/08 There are 52 About me, 37 background areas populated. 41 photos have been uploaded. 48 tags have been used to describe the individual profiles. Chris Sparshott (@sparkbouy)
- 9. Metrics: Bookmarks • Number of Bookmarks • Bookmarks public Save, organize and share • Bookmarks private bookmarks; discover • Bookmarks total bookmarks that have been • Creators qualified by others with similar • Tags interests & expertise • Unique tags 200 • Bookmarks per user 175 • Bookmarks for top 10% 150 • Number of watchlisted items 125 A c cess • Tags/unique tags B ookm arks • Tags per bookmark 100 • Tags added in past 7 days 75 • Users with at least one bookmark 50 28/2/08 17/3/08 25/3/08 • Users with a watchlist • Users logged into bookmarks in 24 hours/7 Dogear Bookmarks: days/30 days • Users who posted bookmarks in past 7 91 bookmarks have been days created by 16 people. • Users with more than 10 bookmarks These bookmarks have been accessed 145 times. Chris Sparshott (@sparkbouy)
- 10. Metrics: Communities • Number of: Communities • Public communities Create, find, join, and work with • Moderated communities communities of people who • Private communities share a common interest, • Distinct owners responsibility, or area of expertise • Distinct users 200 • Number of communities 180 • Users logged in today 160 140 • Users logged in last week 120 M em bers • Users logged in last month 100 C o m m u n it ie s 80 60 40 20 0 28/2/08 17/3/08 25/3/08 Communities: 121 Communities has been created by 19 people. There are 173 members associated with the 19 communities. Chris Sparshott (@sparkbouy)
- 11. Metrics: Blogs • Number of: Blogs • Blogs published Use a weblog to present your • Group (team) blogs idea and get feedback from • Community blogs others; learn from the expertise • Blog creators • Bloggers and experience of others who • Hits blog 60 50 • Responses • Notifications 40 B lo g s • New blogs today/last week 30 C o m m e n ts • Tags 20 • Users logged in today / last week / last month 10 • Users posting today/last week/last month 0 • Users commenting today/last week/last month 28/2/08 17/3/08 25/3/08 • Users posting on community blogs today/last Blogs: week • Users posting on community blogs today/last There are 30 blogs which have week been viewed a total of 1476 • Users commenting on community blogs times. xx blog is the most today/last week popular xx blog receiving 270 hits. 51 individuals have commented. Chris Sparshott (@sparkbouy)
- 12. Metrics: Activities • Number of: Activities • Activities Organize your work, plan next • Total entries steps, and easily tap your • Entries by type expanding professional network • Members • Unique activity owners to help execute your everyday • Creators of more than two activities deliverables, faster • Users logged in today 90 80 • Users logged in last week 70 • Logged in last month 60 50 A c tiv it ie s 40 M em bers 30 20 10 0 28/2/08 17/03/08 25/3/08 Activities: There are 25 activities utilizing 79 members. Chris Sparshott (@sparkbouy)
- 13. Metrics: Homepage • Number of: Homepage • Deployed widgets Manage your attention by • Enabled widgets viewing relevant social data • Visitors in past hour/24 hours/7 days/30 aggregated across your days subscriptions, notifications, and • Unique users network of colleagues. Chris Sparshott (@sparkbouy)
- 14. Metrics: Files • Number of: Files • People who have logged in today/7 days/30 days Upload and share any type of file • Total size of files with colleagues and • Files updated today 7 days/30 days communities. Store versions and • Public files/shared files/private files view downloads, comments and • Files downloaded today/7 days/30 days ratings. • Tags • Times files have been shared • Comments/recommendations • Collections/files added to collections Chris Sparshott (@sparkbouy)
- 15. Metrics: Wikis • Number of: Wikis • people logged in today/7 days/30 days Create wiki spaces for • Wikis/ size of wikis individuals, groups, and • Wiki pages communities to coauthor pages. • Updated today/7 days/30 days • Wiki attachments/size View changes across pages, • Wikis total/today/7 days/30 days ratings, and comments. • Tags used • Popular tags • Comments/average • Recommendations • People who have recommended Chris Sparshott (@sparkbouy)
- 16. Suggested Tasks Project Team Leadership • Create project blog / activity / wiki / community and invite all participants • Update profiles and upload files • Spend 30 minutes per day commenting, sharing, recommending, building collections Chris Sparshott (@sparkbouy)
- 17. Return On Contribution is a ratio of benefit divided by cost Benefit Return on Contribution (ROC) = Cost *No direct monetary costs, the metric is therefore based on people *Assume employees make appropriate and strategic use of available collaborative resources Number of people who benefit from a resource Return on Contribution (ROC) = Number of people who create or contribute to that resource Chris Sparshott (@sparkbouy)
- 18. An example: Dogear / Bookmarks Measure Social-Bookmarking Consumers 10896 Bookmark Originators 4213 Return on Contribution 2.59 (Consumers) Consumers 10896 Return on Contribution (ROC) = = = 2.59 Originators 4213 * Some consumers may also be originators Chris Sparshott (@sparkbouy)
- 19. What does the number 2.59 mean? Bookmark- 2.59 consumers benefit originator from the work of each bookmarks a bookmark-originator resource Chris Sparshott (@sparkbouy)
- 20. Social Network usage by employee tenure 100 Percent of group actively using Social Networks 75 50 ~ 60% of employees are actively using social networking – mostly outside IBM 30+ 25 < 5 year tenure 5 - 10 10-20 20-30 Retirees 0 45% 26% 12% 13% 4% 26% of current Population percentage 2008 IBM population 6 Chris Sparshott (@sparkbouy)
- 21. Return On Contribution can help us understand the impact on “Vitality” Chris Sparshott (@sparkbouy)
- 22. Suggested Tasks • Define the use case scenarios • Define the tools capabilities to be used • Define the measurements which will be reported daily, weekly, monthly and at the completion of the pilot • Define the analysis to be completed e.g. Return On Contribution Chris Sparshott (@sparkbouy)
- 23. Perceived Value: Does the software taste good? Does it make my job easier? Have I made valuable connections? Chris Sparshott (@sparkbouy)
- 24. Perceived Value Psychology Sociology Economics (Business Philosophy value) Intrinsic Value: worth having for itself, not as a means to something else Instrumental Value: a means towards getting something else that is good Chris Sparshott (@sparkbouy)
- 25. Build Questionnaires Chris Sparshott (@sparkbouy)
- 26. Suggested Tasks • Design initial survey for participants before the pilot begins • Design the surveys that are sent out every two weeks (these may change depending upon metrics) • Design the final survey to assess the participants perception (value) Chris Sparshott (@sparkbouy)
- 27. Business Value: Show me the money (savings) Does it speed up business processes? Have I increased the flow of information around the organisation? Chris Sparshott (@sparkbouy)
- 28. Business Value and ROI Sample Benefit Areas & Value Propositions Faster response to customer facing Improved Growth issues Through Innovation Improved effectiveness of intra- and Benefits inter-company communications Greater hit rate / faster time to value on innovations Faster access to current information Faster Task about people Execution Faster execution by ‘taking tasks out of the inbox’ Better reuse of best practices via activity templates ROI Improved Efficiency Reduced recruiting costs for expertise already available in the company Reduced rew ork on overlapping projects Improved compliance via use of an Increased integrated set of tools versus Empowerment of disparate internet w eb applications Key Resources Avoid duplicated IT infrastructure to support siloed collaboration technologies Hardware Greater leverage of key experts across Software an organization TCO Improved retention of younger Implementation Services employees Faster development of high performing Maintenance resources Chris Sparshott (@sparkbouy)
- 29. IBM ROI Too The output of the ROI session is developed into a traditional financial business case. The End Result: A final report that includes relevant financial business case NPV and IRR calculations, as well as 5-year cash flows and cost/benefit breakdown charts $ in '000 Year 0 Year 1 Year 2 Year 3 Year 4 Year 5 TOTAL le Benefits $ - $ 526 $ 631 $ 757 $ 908 $ 1,090 $ 3,912 Costs $ (733) $ (79) $ (152) $ (152) $ (152) $ (152) $ (1,419) Net Pre-Tax Cash Flow $ (733) $ 447 $ 479 $ 605 $ 757 $ 938 $ 2,493 p Less: Pro-forma Tax Estimate $ (84) $ 93 $ 103 $ 144 $ 242 $ 300 $ 798 m Net After-Tax Cash Flow $ (649) $ 354 $ 376 $ 462 $ 515 $ 638 $ 1,696 FINANCIAL METRICS 1-YEAR 2-YEAR 3-YEAR 4-YEAR 5-YEAR Net Present Value (NPV in $'000) @ discount rate @ discount rate @ discount rate Internal Rate of Return (IRR in %) Payback Period (in months) 10% 15% 20% Sa $ $ $ (327) (341) (354) #NUM! N/A $ $ $ (16) (57) (93) 8% 21 $ $ $ 331 247 175 36% N/A $ $ $ 682 541 423 49% N/A $ $ $ 1,078 858 679 57% N/A Chris Sparshott (@sparkbouy)
- 30. Suggested Tasks • Build TCO for hardware, software, services and maintenance • Identify benefit areas and gains • Prioritise gains and required capabilities • Build ROI model Chris Sparshott (@sparkbouy)
- 31. Business Value Assessment BVA Approach BVA Output Business Collaboration Thought Leadership / Mentoring • Collaboration Value Business Collaboration Value Workshop Alignment Summary Workshop Business Value • Customized Day in Business Research / Value / Day in the Business Analysis and the Life Demo Life Case / ROI Preparation Visioning Presentation Session Session Session • ROI Summary • Next Steps What project are In which scenarios “How can we • Customer Input we going to use will Connections financially Connections play justify an on? investment in Connections • Customer Business Input and Analysis Chris Sparshott (@sparkbouy)
- 32. Unified spreadsheet of value Chris Sparshott (@sparkbouy)
- 33. Part 1: Value Part 2: Adoption Strategy Chris Sparshott (@sparkbouy)
- 34. Adoption – why bother • Value • The organisation will increase information flow by initiating an adoption program. Chris Sparshott (@sparkbouy)
- 35. Ladder of social software adoption Publish a blog 18% Creators Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them 25% Critics Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 12% Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Read blogs Watch video from other users Groups include people 48% Spectators Listen to podcasts participating in at least Read online forums one of the activities monthly. Read customer ratings/reviews Base: US online adults Source: Forrester Q2 2007 44% Inactives None of the above Social Technographics Survey Chris Sparshott (@sparkbouy)
- 36. Benefits of capability • Increased Productivity • Reduced Costs • Enhanced employee engagement Chris Sparshott (@sparkbouy)
- 37. Approach – Which one? Chris Sparshott (@sparkbouy)
- 38. Do Nothing? Chris Sparshott (@sparkbouy)
- 39. Top-down Middlespace Bottom-up Chris Sparshott (@sparkbouy)
- 40. Bottom-Up Chris Sparshott (@sparkbouy)
- 41. The difference in the Generations Generation Traditionali Gen Y Boomer Gen X (Chris) st (Chloe) Born 1946 - 1964 1965 – 1976 1922 - 1945 1977 – 2000 between… Too much and I’ll Required to keep Continuous & Training The hard way leave me expected Collaborative & Learning style Classroom Facilitated Independent networked Communication Top down Guarded Hub & Spoke Collaborative style Problem-solving Hierarchical Horizontal Independent Collaborative Decision-making Seeks Approval Team informed Team included Team decided Command & Get out of the Leadership style Coach Partner control way No news is Feedback Once per year Weekly / Daily On demand good news Unable to work Unfathomable if not Technology use Uncomfortable Unsure without it provided Part of my daily Job changing Unwise Sets me back Necessary routine Lancaster, L.C. and Stillman, D. When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. Chris Sparshott (@sparkbouy) Wheaton, IL. Harper Business, 2003.
- 42. Identify the Human Hubs Chris Sparshott (@sparkbouy)
- 43. Train the advocates Chris Sparshott (@sparkbouy)
- 44. Sell Sell to the users & detractors * Directly * Indirectly Chris Sparshott (@sparkbouy)
- 45. Direct Selling: Marketing 101 • We know what the key problems are • We already have a solution • We have identified advocates (bottom-up) • Create a story line / hook that generates interest – Story 1: W ho wants to do less email? – Story 2: W ho wants access to accurate documents? – Story 3: W ho wants access to information immediately without using email? – Story 4: W ho wants to have a video conference and not travel? – Story 5: W ho wants to share information in real-time with a colleague working remotely? • Explain how these tools will help • Identify key Evangelist by business unit • Create Volunteer Evangelist team Chris Sparshott (@sparkbouy)
- 46. Other Promotions • Print – notice boards • Freebie – pen and brochure • Lunch-and-learn • Departmental team meetings • Voluntary team • Be involved with employee communities • Get feedback and publish – “How it helped” – cash / kudos incentive • Videos – YouTube, internally published • Newsletters / email / notice boards • Invite to Lotus Connections communities. Chris Sparshott (@sparkbouy)
- 47. Conversion through training • Convert key users into advocates • Convert advocates into trainers • Convert detractors into happy users • Encourage voluntary participation Chris Sparshott (@sparkbouy)
- 48. Indirect Selling • Seeing value • Indirect Encouragement • Peer enthusiasm • Word of mouth (Conversation) Chris Sparshott (@sparkbouy)
- 49. IBM’s Adoption Approach Chris Sparshott (@sparkbouy)
- 50. IBM’s Adoption Program • The social software adoption program primarily focuses on enabling employees to help one another • Participants have a clear path to do so: Chris Sparshott (@sparkbouy)
- 51. Frequent and Open Communication • Communication about social software adoption efforts abound: – Intranet news articles written by corporate communications – Wiki, managed by the dedicated team – Blogs, shared bookmarks, shared files, and forum entries, written or identified by individual contributors – tagged with a codeword for easy findability and ease of subscribing Chris Sparshott (@sparkbouy)
- 52. Employee Participation • The Ambassadors community, launched November 2007 and is comprised solely of IBM volunteers – includes a participant awards program • Ambassadors are self-defined social software experts who help individual IBM employees, teams and communities with using social software • As an ambassador, you can volunteer to: – organize and run clinics, lunch and learn sessions – lead or work as a consultant in jumpstart engagements – create and/or recommend material for Getting Started – share success stories, evangelize at events Chris Sparshott (@sparkbouy)
- 53. Top Down Chris Sparshott (@sparkbouy)
- 54. Management * The process is… * All new projects will… * Our success depends upon you doing… * I participate so should you… * Encourage and foster adoption * Investment ($$) for * Training * Communications * Recognition & Rewards Chris Sparshott (@sparkbouy)
- 55. Summary • Generational Resistance • Bottom-up & Top-down for success • Open communication • Rewards and Encouragement Chris Sparshott (@sparkbouy)
- 56. Will any of this work for you? • Where has your organisation been successful at deploying tools and getting (near) universal employee uptake? • What methods sit well with your business culture? • How do you measure your success? Chris Sparshott (@sparkbouy)
- 57. Summary Part 1: Value Part 2: Adoption Strategy Chris Sparshott (@sparkbouy)
- 58. Where to next Chris Sparshott (@sparkbouy)
- 59. Suggested Next Steps • High level project plan • Use cases Vs capability requirements • Architecture solution design • Implementation and test plan • Communication plan with participants and interested parties • Enablement plan Chris Sparshott (@sparkbouy)