Success Measurement of Enterprise Social Networks WI 2013 Leipzig, 27. Februar 2013 Alexander Richter, Julia Heidemann, Mathias Klier, Sebastian Behrendt
Motivation – Problem & Goal Goal Problem Although impact measurement is ESN success top of mind for many companies, measurement most of them struggle with approach for several measuring the success of ESN stakeholders Many of them find it hard to Decision makers interpret the abundance of user- System generated data and to follow a stakeholders structured approach Users 2
Related Work Lehner and Behavioral model to Scientific Haas (2011) approa- explain success factors ches Mueller et al. Metric „Return on (2009) contribution “ ( ROC) Lack of a compre- … … hensive and applicable approach Practical Cooper et al. Measures on individual, (2010) approa- and group level ches Mattern et al. Generic approach (2012) … … 3
Novel Approach – Basis + Use cases Actions Collaborative use cases unveil An action describes what is the desired usage done through the social software platform Associated with one or more business processes Analyzed in > 20 organizations Q&A process Example 1 Ask question Action Description Search for specific content using differe Search Tag/categorize 2a question Modifications of content in order to cre Edit 2b Comment question Rate Rate the content in terms of quality or su Label Mark content in order to allocate it to a Rate question and 2c answers Clarify Exchange different interpretations or op Group User members Notify Notify others about relevant content, wh 2d Provide Answer Share Provide content in order to make it avail Mark question as 3 answered Use cases and actions as basis for context related success measurement 4
Novel Approach – Framework Success Measurement Dimensions Usage Business Value Action specific Action across Action specific Action across measures measures measures measures Search Success measurement dimensions Edit Rate Actions Label Clarify Notify Share 5
Novel Approach – Measures Success measures Measurement approach Usage (action specific) Usage [Search] Number of questions asked Logfile analysis [Edit] Number of document updates Logfile analysis (action specific) [Clarify] Number of answered questions [Rate] Number of useful or correct answers Logfile analysis [Label] Number of tags created Logfile analysis – Logfile analysis [Clarify] Number of answered questions Logfile analysis [Notify] Number of status updates Logfile analysis [Share] Percentage of users that publish information Logfile analysis Usage (action across) Usage Total number of users Logfile analysis Percentage of active users Logfile analysis Degree of connectivity (action across) Degree of connectivity Social Network Analysis Number of content created Logfile analysis – Social Network analysis Number of page views Logfile analysis Average time per user and visit Logfile analysis Exemplary Total number of groups Logfile analysis Percentages of different use practices Content analysis measures Business value (action specific; compared to status quo) [Search] Reduced time to find correct information Process analysis, User interviews Business value [Edit] Reduced time worked with documents Process analysis, User interviews [Clarify] Reduced number of inquiries at [Rate] Increased quality of published content Process analysis, User interviews (action specific) [Label] Reduced time spent to organize content Process analysis, User interviews 2 nd level support – Process analysis [Clarify] Reduced number of inquiries at 2nd level support Interviews with support [Notify] Increased degree of awareness of employees User interviews [Share] Reduced amount of emails Logfile analysis, User interviews Business value (action across; compared to status quo) Number of ideas Content analysis Business value Increased employee satisfaction User survey or interviews Reduced travel costs Reduced travel costs User interviews (action across) Reduced time to solve a problem Content analysis, Process analysis – User interviews / Process analysis Reduced time to onboard employees working in new roles Process analysis Reduced time to deliver a project Content analysis, Process analysis Degree of retained knowledge of people leaving the firm User survey or interviews 6
Demonstration – Case Description Context Large financial services provider (UNT); ~ 150,000 employees that work in geographically dispersed teams and different divisions and have a high need of efficient collaboration In 2011 the IT department set up a company network on Yammer.com Data collection The required data were gathered via the platform internal statistic dashboard Quantitative analysis, qualitative analysis (including 33 interviews and several workshops) 7
Demonstration – Results (I) Usage (action specific) measures Month 1 2 3 4 5 6 Search : Number of questions asked 30 92 76 120 88 64 Edit : Number of document updates 252 502 336 732 630 804 Rate: Percentage of useful or correct answers 47% 61% 39% 55% 59% 38% Label: Number of tags created 26 64 68 122 54 38 Clarify: Percentage of answered questions 93% 84% 82% 87% 89% 97% Notify: Percentage of status updates 45% 33% 43% 38% 36% 36% Share: Percentage of users who post 40% 23% 19% 19% 14% 13% Usage (action across) measures Month 1 2 3 4 5 6 Percentage of active users 74% 71% 57% 56% 50% 46% Number of content created 500 1554 2340 3650 4836 5950 Total number of groups 58 144 176 226 266 275 8
FIRST RESULTS Demonstration – Results (II) Business Value (exemplarily) In our sample 36 ideas have been Number of ideas discussed and further developed on the platform The time users have spent to find what Reduced time to solve a they need has been reduced considerably problem 33 conducted interviews and several Increased employee workshops show that the satisfaction of satisfaction the latter has increased considerably (“New we- feeling”) Many employees have reported of a Reduced amount of emails reduction of emails up to 20% 9
Summary, Limitations & Outlook Summary Limitations & Outlook Development of a novel use Defining, classifying and case-based approach for evaluating further concrete measuring ESN success measures with respect to the dimension business value Demonstration of the practical benefit and its applicability by Analysis of further cases to a real-world example from a underpin the practical benefit large financial services and the applicability of the provider approach (both already ongoing) Thank you for your attention! 10
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