2012 e20 summit metrics
TRANSCRIPT
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Forget the ROI
and reveal thebenefits of Enterprise 2.0
Enterprise 2.0-Summit Social Business Analytics
Paris, 8 fvrir 2012
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Enterprise 2.0 = Cooperation
Cooperation Systems are sociotechnical systems
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Technical System
Usability
Flexibility
Social System
Social Protocols
ProcessesIncentives
Communication
Social Interaction
Organisation
Structure
Values
Construct
Design
Architecture Tools
Integration
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Why do we want to measure?
ManagementStakeholder
Platform responsibleStakeholder
Improvement of current platform use(What can we do to improve collaboration further?)
Interested in
Stakeholder
The impact of different stakeholders should be considered during success
measurement and the choice of success metrics.
Justification for investment
(Is it worth to sponsor?)
Interested in
UserStakeholder
Have benefits of the platform transparent
(What can the platform do for me?)
Interested in
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Implementing #E20
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StrategyImple-
mentationBetrieb
Vision &
Stakeholder-
management
Use Cases (Users)
Collaborative Use Cases
Analysis
Change
Management
Guidelines
Evaluation
Roadmap
Usage Analysis
(Platform responsible)
Working Packages
Platform decision
Success Metrics (Management)
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What do we know:(from an academic point of view)
There is a huge amount
of success models!!
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Success measurement modelsDeLone & McLean 1992 (IS Success Model)
DeLone W. and Mclean E.R. (1992). Information Systems Success: The Quest
for the Dependent Variable. In: Information Systems Research, 3(1), p.: 60-95.
Systemquality
Informationquality
Usersatisfaction
Use
Individual Organisation
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Success measurement modelsReturn on Contribution (IBM)
Dogear
Social Bookmarking & Social Networking
Beehive
Comparison of:
Content:
Bookmarks
Tags
Person-summaries
Content: Person-summaries
Photos
Lists (HiveFives)
Events
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Success measurement modelsMcKinsey (2010):Web 2.0
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Success measurement modelsCooper et al. 2010
Organisation
Groups/Teams
Individual
Activity Capability Business Process
Total activity /usage
Group activity/ -usage
Individual activity/-usage
Strategiccapabilities
Groupcapabilities
Individualcapabilities
Organisational
KPIs / KVIs
GroupKPIs / KVIs
IndividualKPIs / KVIs
Source: Cooper C.N., Martin, M. and Kiernan, T. (2010). Measuring the value of social software.
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The status quo(A small study by Christian Herzog)
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Do you measure the success?
All respondents see a benefit in using of social software, BUT
Only 5 of 12 asked companies say they measure the success of social
software tools for the internal communication and collaboration
If not, what are the reasons? (m. ch.)
The tools are already integrated into the business processes, so that there is
no need to prove the benefits (2x), Social Software is part of the business
(companies in the web area) (2x),
Lack of interest to evaluate the success(1x),Benefits are evident, they dont have to be proved (1x)
Lack of targets (2x), direct responsibility for the tools are missing (1x),too
early to evaluate the success (still in pilot phase) (1x)
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Methods and metrics
Are there any barriers which restrict or prevent the success
measurement?Too much effort (1x), only limited possibilities of the system (1x)
Missing aims (1x), Privacy Policy (1x)
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Models & methods Key figures & metrics
Database queries/usage analyis Use / usage date (posts, pageviews, etc.) (7x)
Employee surveys, Expert evaluations User satisfaction (3x)
ROI ROI (2x), Reducing work and search time
(1x),
Reducing emails (1x)
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And now??
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Further
developmentControlling
Before
Launch
Business Value
Capability
Vitality
Positiv
change
Negativchange
User
Platform responsible
Executive
Usage
Perceived
benefits
Measurablebenefits
Communication
Cooperation
Collaboration
Dimensions to consider
WHAT?
Social interaction and
culture
WHEN?
State / Time of
MeasurementWHERE?
Aggregated types of
measurement
FOR WHOM?
Recipient levelsWHAT CHANGE?
Cost / performance
levels
WHICH DATA?
Direct measurement
types
Opportunity
(-costs)
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Think ahead!
True, managers focus on KPIs. But if that
contradicts taking time for #socbiz, they
have wrong KPIs
(Cordelia Kroo, #e20summit 2012)
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Usage analysis
In the expectation of unforeseeable
appropriations, management should
constantly reflect use cases and the role of
the platform and mirror them back to thecommunity.
In this context the (qualitative) analysis ofhow the platform is used can help to keep
track of new uses.
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Thank you for your attention
?Questions
Dr. Alexander Richter
Christian Herzog
Sebastian Mller
Cooperation Systems Center Munich
Institute for software technology
Bundeswehr University Munich
Tel.: +49 (0)89 6004-4406
Fax: +49 (0)89 6004-4447
www.kooperationssysteme.de
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