IGLOO - Canadian Marketing Association
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This document discusses how social software can provide business value by enabling knowledge sharing, collaboration, and networking within and outside organizations. It notes that social interactions drive business transactions and that social networking tools can help connect isolated knowledge workers and stop valuable corporate knowledge from being trapped in silos. Examples are provided of how a business social network was used by the BlackBerry Partners Fund to manage business plans and collaborations, and by Motorola to connect user groups. Metrics for measuring return on investment from social software are also outlined.
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IGLOO - Canadian Marketing Association
- 1. Finding the Business Value in Social Software Author: Yvette NanasiEmail: ynanasi@igloosoftware.com Web: www.igloosoftware.com Date: November 2009
- 2. Company Profile Publicly launched IGLOO Software in May 2008 Web 2.0 Expo, San Francisco Leading edge Web 2.0 community platform Integrated suite of web publishing, content management, collaboration and social networking features Powers some of the largest organizations in the world Cloud Offering – SaaS Augmented by a complete suite of turnkey community services Head Office in Kitchener, Ontario 45 employees 2
- 3. Over the past 15 years the Web has dramatically changed our lives forever.
- 4. Web 2.0
- 5. The New “Killer App” Consumer Social Networking Mainstream 2007 Free Software (with ads) Fun & easy to use Set up in seconds Central places on the web where people come together Network Share Collaborate Most Popular Social Networks Sharing photos, videos and views Creating connections and networks
- 6. A Huge Opportunity… CSN for talent, knowledge and relationship management. Many organizations are searching for new tools and approaches to improve knowledge sharing, collaboration and networking “ Social interactions drive business transactions ” Expand your understanding access and utilization of your organizational expertise. $ 4.6BILLION Market Source: Forrester Research Stop vital corporate knowledge being trapped in information silos like email, laptops and enterprise applications. Connect your isolated knowledge workers who are on the road, in different offices or who work in other time zones.
- 7. Business is both a personal and social activity... Companies don’t build products, do deals or make service calls... ...People do!
- 9. Skills
- 10. Ideas
- 11. Conversations
- 12. Experience
- 13. Expertise
- 15. Control
- 16. Buy-in
- 17. Ownership
- 19. Share
- 20. Problem Solve
- 21. Measure
- 23. Not a NEW Concept… Business Social Networking (BSN) has been around for over 100 years “Face to Face” meetings, conference calls, water cooler conversations are all early forms of CSN Today... Email is the #1 CSN applicationin world with over 90 billion messages sent daily Email now takes on average over 20% of a knowledge workers day. Gartner Group
- 25. Talent
- 26. Knowledge
- 31. Government
- 32. Healthcare
- 35. Social Media Marketing Search Engine Marketing Advertise on key words Google Yahoo! Site Advertising & Marketing Advertise on key web sites Based on click rates or impressions Text and Media Ads Social Media Marketing
- 36. Social Business Software In Action
- 38. Online submissions of business plans
- 39. Manage and coordinate 1,000s of applications and their status securely
- 40. Gather partner feedback to facilitate due diligence
- 41. Manage existing portfolio investmentswww.blackberrypartnersfund.com BlackBerry Partners Fund
- 43. Gather feedback on product features andset up test groups on new products
- 44. Connect members via product usage& product types
- 45. Create and disseminate customertestimonials & storiesMotorola User Groups
- 47. Calendar of events and appearances
- 48. Broadcast and promote initiatives and projects happening in Waterloo
- 49. Dialogue with citizens and gather feedback
- 50. Move towards transparency in local governmenthttp://www.mayorofwaterloo.ca
- 52. 21
- 55. Measuring (ROI) Do you get new products and services to market—faster? Are there resulting cost reductions in existing business units because of improved processes and access to information? Has the community improved knowledge sharing (i.e. best practices and tools that improve the quality of processes, products or services)? Are you better connected to your customers, partners and suppliers? Are they more satisfied? Has your retention improved? Are they more informed? Have knowledge, resource and expertise sharing accelerated the rate of innovation across your organization? Are your employees generating new product or service improvement ideas? Employee satisfaction and motivation, has it improved? Have your employee retention rates gone up? Are more people applying for jobs? Have the number of sick days gone down?
- 56. Thank You Social networks help build corporate capacity through people – by leveraging the talent, knowledge and relationships that already exist in every company. The capacity of 1000’sof knowledge workers to innovateis far greater than that of a few executives.
Notas do Editor
- Before I begin, let me take a moment to introduce IGLOO Software to you.The company was founded almost 2 years ago… and our goal is to help organizations of any size to leverage the power of social software in their organizations to improve employee productivity and overall business performance.Currently, we have over 500 customers around the world using our online community technology platform… from government and educational institutions to large corporations and not for profits.I am also very proud to say that we are a Kitchener-based start up backed by RBC… the largest bank in Canada and that Jim Balsillie, Co-CEO of RIM is the chairman of our board.
- With such HUGE success in the consumer space… business leaders around the world are now frantically trying to figure out how to capitalize on this new phenomenon and apply it within their organizations. The BIG question for most executives is… What is the business value of Social Software?For me… the answer is simple. Social software is all about creating connections, interactions and transparency… between the people, the information and processes which drive your daily business operations.Social software puts the focus on your most important business asset – your people. From the executives on the top floor… right down to those who are working on your shop floor.It’s all about people… just like you and me… and empowering them to interact and around specific interests, expertise and their daily work activities.It is quickly becoming big business… with Forrester and many other leading industry analysts predicting the market to exceed 4.6 billion dollars by 2013.
- But… as we all know… managing people - stakeholders, partners, constituents, students, members, or employees - can be hard… sometimes extremely hard.This is because each individual in your organization is different… in their views, skills, experiences, beliefs and behaviours.And in most cases… your employees don’t work alone… they work on teams and collaborate with others in your company to complete their daily business tasks.And finally… our work habits are changing… no longer is our job a 9 to 5 activity… we’re fuelled by unlimited access to broadband and wireless internet connectivity… this enables us to work from home, on the road… and from almost anywhere in the world… at anytime… 24/7 !
- So… if managing people is hard… managing teams is even harder.As you know… dealing with group dynamics is never easy… and it gets even more difficult when dealing with teams that are:Cross functionalWork across time zonesVary in their cultural makeup or Have huge generational gaps between team members.It gets even more challenging when team members are constantly on the road – and never in the office.Many business owners would be surprised at how many of their employees have actually never met... “face to face” with many of the team members they work with on a daily basis.
- But… most difficult of all is trying to manage a successful company without……the right tools;…the right people and of course;…the right culture.Many organizations today… still struggle with isolated knowledge workers, a limited understanding of organizational expertise and lack a set of accepted best practices. Information barriers hamper productivity, decrease employee awareness and cripple the pace of innovation by duplicating efforts. Do any of these captions look familiar to you in your organization?
- Many companies… are now starting to adopt web 2.0 social software solutions @ work… in an effort to minimize their dependency on email and provide more transparency on what is happening in their company on a daily basis.We are seeing two distinct categories of social software solutions emerging in the business space — something we call… workplace and marketplace communities.Workplace Communities are internally focused social networks… and are being used to connect the entire workforce across geographically dispersed project teams, departments and business units. Companies set up workplace communities to improve productivity, build corporate capacity and drive employee engagement.Marketplace Communities on the other hand are externally focused… and used to extend collaboration, knowledge sharing and networking beyond the corporate firewall to key stakeholder groups such as customers, partners, suppliers and alumni networks.Simply put… companies are adopting social software solutions like IGLOO in an effort to build corporate capacity by leveraging the talent; the knowledge and the relationships that already exist in their companies today… inside and out…using a web 2.0 approach… an approach that is bottom up, cost effective and fast to deploy.
- I would like to take a moment to illustrate how my company… IGLOO Software is using social software to improve corporate capacity and business performance.We have implemented both workplace and marketplace communities … and use our technology to power our external corporate website; our customer care community; our partner portal; the Community PLAYBOOK; our Developer API community… and many more.We also have created a private workplacecommunity for our employees called “Inside the IGLOO”… which you see on the screen now.Employees can login at anytime and are directed to the “Daily Pulse Page” . From here, they can quickly discover what’s new in the company… from new employee hires to customer wins to upcoming events… they can also participate in employee conversations, read blog posts or go directly to their specific departmental team room.And better yet… all of this vital corporate knowledge and interactions can be accessed using a standard web browser; their mobile device or their favorite desktop applications. As new content is added to Inside the IGLOO, employees are notified based on their personal subscription settings… thus ensuring they are always up to date on what is happening in the company. To me… this speaks directly to the business value of social software… and is summed up nicely by a quote from Lou Platt, former CEO of HP…If HP knew what HP knows… we would be 300% more productive.
- But… we didn’t stop there…Every employee at IGLOO Software has their own personal profile. All employee profiles are displayed in the corporate member directory with employees being organized by role, teams and/or groups that they belong to.Employees can use their personal profile to share individual interests, skills, experience and expertise with other employees throughout the company. Employees can also create connections… just like Linked-In with other staff members. This enables individuals to build important business relationships or connections across teams, departments and/or time zones. Employees leverage these connections in numerous ways in their daily business activities… from soliciting expert advice to providing timely support to helping their peers solve a difficult business problem.
- And Finally… as you would expect… we leverage as much as we can… consumer social media sites like Facebook, Linked-In and Twitter to help promote our products and services over the web. For example, we regularly upload informational video’s to YouTube; we Twitter or Tweet about new product releases and customer wins; we upload PowerPoint Presentations to SlideShare; we have created group spaces on both Facebook and Linked-In; and work closely with expert bloggers in our space… in an effort to create external champions and advocacy for our company.We also run targeted advertising on Google and leading business internet sites… for example… over the 6 months… our small company has had over 55 million impressions from our online ads… which has significantly helped us to create tremendous brand awareness in our space… as well as drive significant traffic to our corporate web site.
- I would like to conclude my talk this morning… by providing you with just a couple of examples of how some of our customers are using social software in their business operations.
- The BlackBerry Partners Fund is a $150 million venture capital fund focused on financing companies who are building applications for the BlackBerry® device developed by RIM. The Fund is co-managed by JLA Ventures and RBC Venture Partners.The fund managers wanted to create an interactive online environment which could be used to:Promote the fund online to potential mobile application companies Coordinate developer challenges online… these are cash based incentive programs for the most innovative mobile application ideas andTo have a secure area for coordinating incoming portfolio applications and managing all existing portfolio investments.
- Motorola wanted to create a more sophisticated, secure and flexible way to interact and connect with over 100 different user group communities throughout the world.The ultimate goal for their online network is to create product evangelists, build loyalty and drive new product innovations for all of their existing product lines. Within the Motorola User Community, members can quickly and easily:Join and participate in different regional and product related user group sub communitiesProvide “real time” feedback on existing product lines directly to Motorola Product Managers via online forumsCreate personal connections with other user group members who have similar product interests and expertiseThey can actively volunteer their time to test new emerging products from Motorola – and be incented for their effortsAnd finally… members can coordinate, manage and promote all of the upcoming user group meetings online
- Brenda Halloran, the Mayor of Waterloo came to IGLOO Software looking to create an online community where she and her office staff could offer a platform for open dialogue with the citizens of Waterloo regarding issues facing the city.Citizens can go to the community and discover upcoming events Brenda is attending; they can comment on blogs from her staff and learn about initiatives that Brenda is involved in…. such as the Intelligent Communities Forum. We are actually seeing more and more levels of government adopting online social software solutions to drive fund raising, advocacy, transparency.
- Measuring Return on Investment Return on Investment (ROI) for social software solutions and online communities cannot be calculated by measuring monetization; as it is almost impossible to put a financial value on improved social interactions and knowledge sharing. A better metric is to measure the incremental value an online community solution brings to your organization. Here are some business results you can measure: * Do you get new products and services to market—faster? * Are there resulting cost reductions in existing business units because of improved processes and access to information? * Has the community improved knowledge sharing (i.e. best practices and tools that improve the quality of processes, products or services)? * Are you better connected to your customers, partners and suppliers? Are they more satisfied? Has your retention improved? Are they more informed? * Have knowledge, resource and expertise sharing accelerated the rate of innovation across your organization? Are your employees generating new product or service improvement ideas? * Employee satisfaction and motivation, has it improved? Have your employee retention rates gone up? Are more people applying for jobs? Have the number of sick days gone down? Here are some great stats:1. Community users remain customers 50% longer than non-community users. (AT&T, 2002)2. 43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004)3. Community users spend 54% more than non-community users (EBay, 2006)4. In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002)5. Cost per interaction in customers support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)6. Community users visit nine times more often than non-community users (McKInsey, 2000)7. Community users have four times as many page views as non-community users (McKInsey, 2000)8. 56% percent of online community members log in once a day or more (Annenberg, 2007)9. Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006)Source: Maggie Fox from the Social Media Group