Forget the ROI and reveal the benefits 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

Design

Social System Social Protocols Processes Communication

Organisation Incentives Values

Social Interaction Structure

Technical System Usability Integration Architecture Tools Flexibility

Construct
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Why do we want to measure?

Stakeholder The impact of different stakeholders should be considered during success measurement and the choice of success metrics. Stakeholder Interested in Management Justification for investment (Is it worth to sponsor?) Platform responsible Improvement of current platform use (What can we do to improve collaboration further?) User Have benefits of the platform transparent (What can the platform do for me?)
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Stakeholder Interested in

Stakeholder Interested in

Implementing #E20
Roadmap
Implementation Strategy Analysis Evaluation Betrieb

Working Packages
Collaborative Use Cases Vision & Stakeholdermanagement Success Metrics (Management) Change Management Guidelines Usage Analysis (Platform responsible)

Use Cases (Users)

Platform decision

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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 models

DeLone & McLean 1992 (IS Success Model)

System quality

Use

Individual Information quality User satisfaction

Organisation

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.

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Success measurement models

Return on Contribution (IBM)
Comparison of: Social Bookmarking & Social Networking

Dogear

Content: Bookmarks Tags Person-summaries Content: Person-summaries Photos Lists (HiveFives) Events

Beehive

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Success measurement models

McKinsey (2010): Web 2.0

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Success measurement models

Cooper et al. 2010
Total activity / usage Group activity/ usage Individual activity/ -usage Strategic capabilities Group capabilities Individual capabilities Organisational KPIs / KVIs Group KPIs / KVIs Individual KPIs / KVIs

Organisation

Groups/ Teams

Individual

Activity

Capability

Business Process

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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#E20 - Success Measurement

Approach
Companies Interviews (n=13) with Enterprise 2.0 companies (n=12/20)
Deutsche Bank Microsoft Austria R+V Versicherung Joanneum Research Anonym. bank [osmosis] Pentos Semantic Web Company Capgemini

 What is the stage of Enterprise 2.0 success measurement? How do companies measure the success? models, methods or tools used? key figures or metrics? barriers which restrict or prevent the success measurement? If not, what are the reasons?
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TEUFELBERGE R [FH O] Amadeus Germany Communardo Siemens Switzerland

many more to come

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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

Models & methods Database queries/usage analyis ROI Key figures & metrics Use / usage date (posts, pageviews, etc.) (7x) ROI (2x), Reducing work and search time (1x), Reducing emails (1x)

Employee surveys, Expert evaluations User satisfaction (3x)

 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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And now??

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Dimensions to consider
WHAT? Social interaction and culture
Collaboration Communication Cooperation Usage Perceived benefits Measurable benefits Negativ change Positiv change Opportunity (-costs)

WHEN? State / Time of Measurement

Further development Controlling Before Launch Vitality User

WHERE? Aggregated types of measurement

Business Value Capability

Platform responsible Executive

WHICH DATA? Direct measurement types

WHAT CHANGE? Cost / performance levels

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FOR WHOM? Recipient levels

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 the community.  In this context the (qualitative) analysis of how the platform is used can help to keep track of new uses.
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Example of measuring the usage

Results of a genre analysis
Enhance products & solutions Facilitate team enablement
Informal Discusions Communication 12% Team bulding10% 5%

Research 11%

Knowledge Transfer 24%

Share information

Problem Solving 32%

Updates 6%

Find experts and solve problems

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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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