My slides from the session about "Social Business Value Demystified: Real-World Experiences" at the European SharePoint Conference 2014 in Barcelona.

1. Social Business Value
Demystified: Real-World
Experiences
Edin Kapid
Beezy

2. Kapid
• SharePoint Architect
– Works for Spenta / Beezy in
Barcelona
– SharePoint Server MVP
– President of Catalonian
SharePoint User Group (SUG.CAT)
sug.cat @ekapic
www.edinkapic.com

3. Structure of the Talk
• Real-World Power of Social
• What’s the Fuss About Social
• Social What and Why
• Social Success Patterns

4. REAL-WORLD POWER OF SOCIAL

9. International Postal Arrival Office
(Madrid Airport)

10. We have carried out investigations to locate your shipping but we
had unsuccessful results, so we can not provide any information
about your situation.

12. 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.

13. WHAT’S THE FUSS ABOUT SOCIAL?

16. What’s the Fuss About Social?
• social [səʊʃl̩]
– 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 [səʊʃl̩ nɛtwɜːkɪŋ]
– The interaction between a group of people who share a
common interest.

17. What’s the Fuss About Social?
• …In a social
organization, employees, custo
mers, 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.

18. 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

19. 1
9

20. 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”

21. SOCIAL WHAT AND WHY

22. 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.

23. 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…

24. Social What and Why
• Social Building Blocks
Community
People
ContentActivities
Objective
• Business
• Alignment
Context
• Metadata
• Relationship
Guidance
• Governance
• Maturity

25. Social What and Why
• Business objectives?
– To better understand
market shifts
– To identify internal talent
– To improve visibility into
operations
– To improve strategy
development
Source: 2013 MIT Sloan Management Review and Deloitte Social Business Study

26. SOCIAL SUCCESS PATTERNS

27. 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

28. 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

29. 2
9

30. 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

31. 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

32. 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

33. 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 = ?

34. 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)

35. Measure the Right Things
Richter et al, 2013, Success Measurement of Enterprise Social Networks
# Questions Asked
Time to Onboard
New Employees
% of Labeled
Content
Quality of
Published Content

36. 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

37. 3
7

38. 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
activities
Win Executive Support for SharePoint Social (Richard Harbridge)

39. No Sponsors, No Go

40. Start Small, Keep Going
• Do not try to cover the whole company at once
• Don’t “bet the farm”

41. Metadata, Metadata, Metadata
• Social doesn’t replace Metadata
• Folksonomy / Taxonomy

42. 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

43. Metadata, Metadata, Metadata
vNext

44. Metadata, Metadata, Metadata

45. SUMMARY

46. 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