1. Developing a Measurement Framework
for the Social Enterprise
Susan Etlinger, Industry Analyst, Altimeter Group

2. Please Welcome!
Susan Etlinger
Susan@altimetergroup.com
www.susanetlinger.com
Twitter: setlinger

3. Altimeter’s Research Themes
Dynamic Adaptive
Customer Organization
Sentient World
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4. Where Are We?
© 2011 Altimeter Group

5. Social Media Proliferation in the Enterprise
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6. Who’s using external social media

7. Who’s deploying ESNs
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8. The primary use cases
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9. Social business still emerging
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10. The challenge, and the opportunity
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11. Designing a Measurement Framework
© 2011 Altimeter Group

12. Current metrics focus on engagement
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13. Translating collaboration into business value
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14. A Step-By Step Process
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15. Step 1. Define Strategy
§ Don’t simply adopt social media metrics and apply to your
organization.
§ Start with your business objectives and strategies:
Corporate, Line of Business/Geography, Department.
§ Ask some thought starter questions.
§ Identify the use cases that are most relevant to you.
§ Based on those use cases, develop a prioritized list of the
most valuable things you can learn about your social
media initiatives.
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16. Thought Starter Questions: Examples
Encourage Sharing
1. Does participation improve organizational
culture?
2. Does it promote best practices that lead to
quality improvement?
3. Does it correlate to reductions in issue resolution
time?
4. Does it correlate to an improvement in audit
scores or other measures of risk reduction?
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17. Thought Starter Questions: Examples
Capture Knowledge
1. Does collaboration shorten learning curves and/
or training time?
2. Does it lead to reductions in onboarding time?
3. Does it translate to competitive advantage?
4. Does it reduce operational costs and better
leverage employee talent?
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18. Thought Starter Questions: Examples
Enable Action
1. Does it correlate to improvement in top-line
revenue via customer retention?
2. Does it enable process improvements that lead
to reduced costs?
3. Does it help speed products or services to
market?
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19. Thought Starter Questions: Examples
Empower People
1. Does participation promote employee
satisfaction?
2. Does participation correlate with employee
loyalty?
3. Does more collaboration correlate with stronger
employee performance?
4. Does it correlate with innovation?
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20. Step 2. Identify Appropriate Metrics
§ Determine method
• Top-down, bottom-up
• Qualitative and quantitative methods
• A/B testing, correlation
§ Prioritize your metrics based on:
• Value
• Ability to measure
• Resources required
• Priority to the organization
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21. Step 2: Sample Metrics
Employee-Based
• Performance
• Satisfaction
• Retention
• Promotion
Organization-Based
• Productivity
• Onboarding time
• Risk reduction
• Audit scores
• Speed to market
Customer-Based
• Revenue/Lifetime Customer Value
• Satisfaction or Net Promoter Score
• Loyalty
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22. Step 3. Evaluate Organizational Requirements
§ Identify your
organizational model
for social media.
§ Outline the roles and
responsibilities of
your measurement
team.
§ Determine how you
will staff.
§ Build workflow and
communication
processes.
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23. Step 4. Choose Your Tool Set
“The biggest takeaway we
§ Choose your technology based found from our vendor
on the relationships you want to interviews is that
build, not features.
organizations who come
§ Prioritize technology options in with a committee-
based on your objectives. generated list of features
§ Have simple guidelines in place. they want in an ESN are
the ones most likely
§ Deploy in partnership and in one
department first. Look at to fail in their
usability, governance, data implementation.”
integration, analytics.
− Charlene Li, “Making the
§ Consider how and whether Business Case for
multiple tools will complement
each other. Enterprise Social
Networks, Altimeter Group,
2012
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24. How ESNs Mature
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25. Maturity Model for Enterprise Collab Metrics
Volume Metrics Correlated Holistic Metrics
(from Metrics (Integrated with
collaboration (Compared with Enterprise/
platform) Enterprise Data) External Data)
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26. Final Thoughts
§ Enterprise social is different from consumer
social; not all measures are relevant
§ Consider your company, industry, employee and
customer types when building metrics
§ We are still in the earliest evolution of enterprise
collaboration
§ Learn by doing, and benchmark as you go.
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27. Primary sources for this report
http://www.altimetergroup.com/research/reports
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28. 28
Thank you
Susan Etlinger
Susan@altimetergroup.com
www.susanetlinger.com
Twitter: setlinger

29. Sessions You Must See
• Implementing Facebook Measurement
Wednesday @ 3:50 pm
• Megan Douglas. Manager of Consulting
Services, Webtrends
• Julie Gillison. Program Manager, Product
Development, Webtrends

30. Rate
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&
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