WEBTRENDS + SITRION SOCIAL ENTERPRISE SOLUTION

Transcription

1 COLLABORATION OPTIMIZATION WEBTRENDS + SITRION SOCIAL ENTERPRISE SOLUTION Road to Engagement: Measuring the Success of the Social Enterprise SOLUTION BRIEF WEBTRENDS, INC.

2 WEBTRENDS + SITRION SOCIAL ENTERPRISE SOLUTION Road to Engagement: Measuring the Success of the Social Enterprise The social enterprise is now mission-critical to a globalized workforce. Sitrion and Webtrends offer an engagement measurement solution to quantify success and productivity. EXECUTIVE SUMMARY TREND The needs of workers are changing rapidly along with the globalization of the workplace. Advanced technologies have given workers the ability to break out of the confines of the 9 to 5 office environment and still have the tools and access necessary to conduct business. Because the speed of business continues to increase, and because customers demand faster response and greater transparency, employees need to collaborate more than ever to get their jobs done effectively. That s why more organizations are turning to enterprise social network (ESN) vendors like the industry-leading Sitrion. PROBLEM Enterprise social networks can provide the integrated, collaborative environment needed for employees to be highly productive. However, driving adoption and usage of these systems can be challenging, sometimes bringing the value of the ESN into question. SOLUTION Adoption must be approached step-by-step and take into consideration how people interact in digital networks. By establishing a framework of measurement that analyzes adoption, usage, engagement and collaboration, organizations can drive adoption, increase organizational maturity, and ensure the success of an ESN. The combination of Sitrion and Webtrends makes social real by delivering a powerful platform for social collaboration with the metrics needed to analyze and improve effectiveness. WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 2

3 THE SOCIAL ENTERPRISE IS MISSION CRITICAL The workplace is undergoing one of the most significant changes since the introduction of the desktop computer. With the development of the intranet and the web nearly 20 years ago, there rose an emphasis on the needs of the knowledge worker. Focused on problem solving, these workers required access to data and technology to get their work done. Today, because of the opportunities brought by advanced technologies, there is more emphasis on interaction workers. These are people who, even though they may be desk-less, field-based and located throughout the globe, must integrate and interact with others to get their work done. That s why employee collaboration systems often referred to as enterprise social networks (ESNs) are no longer just a nice to have, but rather have become necessary to productivity and the success of companies. THREE CRITICAL ELEMENTS OF A SUCCESSFUL SOCIAL ENTERPRISE 1. WIDESPREAD ADOPTION In order for an enterprise to develop a more social culture, companies must help employees at all levels understand that the endeavor is mission critical and how it will make their jobs easier, no matter if they work in product development or marketing. The hurdle is in getting that message across and making it a priority to do so. 2. INCORPORATE INTO DAILY WORKFLOW ESN tools are not often used in business schools or adopted into core business processes. However, social networks are commonly used in the consumer world think of Facebook, Twitter and LinkedIn. It is a matter of connecting social digital behaviors used in these consumer formats to a workplace environment, with a goal of increasing productivity. 3. ROBUST PARTICIPATION If the ESN fails to encourage transparency, trust and information sharing, then it doesn t provide value to the employees or for collaboration. Source: McKinsey Global Institute, 2012 WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 3

4 ENGAGEMENT IS NOT A STRAIGHT LINE Building an ESN does not entail accomplishing a series of linear tasks that at the end proves your organization is engaged. Rather it starts by gaining an understanding of how social technologies impact us as people and workers. One of the biggest benefits of social networks is that it promotes conversation turn-taking, allowing everyone to be equally heard not just those with the loudest voices or those in the highest positions of power. Even shy introverts can safely express their ideas and feelings without being judged. This is very different from how people may engage face-to-face, where the resulting disengagement can be very costly. Cost of Disengagement $300 billion in lost productivity from the feeling of being disengaged EXPERTS Atta boys can be de-motivating. Encouragement must be linked to behaviors that matter, such as being rewarded for answering a question that impacts the business. Melissa Risteff Senior Vice President Enterprise Engagement, Sitrion 64% of employees leave the company from feeling under-appreciated 82% say recognition inspires performance 6X more engagement when employees strengths are properly used Source: Gallup, U.S. Dept. of Labor, Globoforce SITRION: MAKING THE ENTERPRISE SOCIAL NETWORK A REALITY Social change is developmental, iterative and cultural. And for a social enterprise to be valuable, it must be baked using a threeingredient recipe: people engagement, technology enablement and business alignment. Microsoft SharePoint, the world s number one intranet solution, makes it easy to store, sync and share important content. Sitrion Social Sites adds a social framework to the intranet, making it easier for workers to find information and subject matter experts, share ideas, ask questions and collaborate with their peers. It brings all company activity into one place including external information such as RSS feeds, Twitter, Yammer, Microsoft Dynamics CRM and Salesforce.com and configured by the needs of each worker. WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 4

5 Sitrion brings a social framework to the collaborative environment, controlled by the needs of each user. TRAITS OF SUCCESSFUL SOCIAL ENTERPRISE COLLABORATIONS How do you know when successful ESN adoption has occurred? When used to its fullest value, people will start liking their jobs more and using the social enterprise to empower themselves and their peers. It links ideas to innovation while encouraging feedback, collaboration, product management, cost saving ideas, and efficiency of communication. Four traits determine whether your enterprise social network efforts are successful: 1. Access The ESN has to be available when and where you need it. Mobility addresses the needs of both workers and devices, and must integrate images and words. 2. All in one interactive place The ESN must be able to integrate with other business technologies and processes, such as CRM, RSS and social sites. 3. Humans are in control The end user gets to customize the interface to include information channels important to their jobs in order to be more effective, flexible and productive. The social enterprise takes the old-fashioned suggestion box even the never-ending string of s to new heights of communication and productivity. 4. Discover and recognize ESNs enable workers to quickly connect with peers and experts, empowering them to make faster and more intelligent decisions. WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 5

6 WEBTRENDS: MEASURING SUCCESS OF THE SOCIAL ENTERPRISE For an organization to be data driven to be able to make strategic business decisions based on data, not guesswork it must adopt a culture of measurement. This culture starts with corporate goals, business objectives, key performance indicators (KPIs) that show success, and operational tactics to meet objectives. You can think of it as a circle of business culture, with metrics and objectives that lead to a highly engaged organization, as shown in this diagram. A FRAMEWORK FOR MEASUREMENT INCREASE COLLABORATION CONTRIBUTIONS CROSS-TEAM UNIQUE PARTICIPANTS HIGHLY ENGAGED ORGANIZATION SOCIALIZE EXPERTISE PROFILE COMPLETION IDENTIFY EXPERTS CONTENT UTILIZATION METRICS GOAL KNOWLEDGE BASE QUALITY CONSUMPTION CREATED INCREASE PRODUCTIVITY COMPLETED PROJECTS ANSWERS PROVIDED INNOVATION OBJECTIVES IN THIS DIAGRAM, THE FIVE MEASUREABLE OBJECTIVES ARE: 1. Increase collaboration 2. Build a knowledge base 3. Socialize expertise 4. Increase productivity 5. Improve employee satisfaction EMPLOYEE SATISFACTION USABILITY OVERALL CONTRIBUTION USER ADOPTION WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 6

7 THINKING THROUGH THE MEASUREMENT FRAMEWORK The ultimate goal of the social enterprise is to evolve into a highly engaged organization, so it is at the center of the circle. Whether you reach that goal is determined by the business objectives important to your organization. In the diagram on the previous page, the five measureable objectives are: 1. INCREASE COLLABORATION 2. BUILD A KNOWLEDGE BASE 3. SOCIALIZE EXPERTISE 4. INCREASE PRODUCTIVITY 5. IMPROVE EMPLOYEE SATISFACTION The outer circle, Metrics, defines the KPIs of those five objectives. For example, the metrics that determine if the Knowledge Base objective has been met is based on the number of discussions created, content ratings, and successful search results. Measurement of these objectives can take different forms. Some are measured through hard numbers (how many took a certain action), some through employee surveys (satisfaction ratings), and others through analytics tools. Webtrends experts can help your organization identify goals, metrics and KPIs suitable to your overall business objectives. WEBTRENDS ANALYTICS FOR SITRION The Sitrion Engagement Scorecard provides a foundation for companies to measure their adoption of Social Sites. It focuses on metrics involving profile completion, community manager training, connections, knowledge sharing, and a view of basic activity that measures a company s engagement and adoption. Webtrends for Sitrion is built atop Webtrends Analytics for SharePoint, and provides a widerange of metrics with a seamless data collection methodology integrated right into Microsoft SharePoint and Sitrion Social Sites. Webtrends for Sitrion expands upon these metrics, quantifying the social enterprise by measuring usage, engagement and collaboration by community, user, department and geography. WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 7

8 EXAMPLE INSIGHTS PROVIDED BY WEBTRENDS INCLUDE: Communities (measuring sessions, page views, joins, likes, Q&A, polls, votes, etc.) Top communities Private communities By user By department By geography Microblogs (measuring activity levels, comments, likes, etc.) Top microblogs By user By community Events Top events By department By office By user By sources Top Comments Users Top users By event By community owner Custom reports Q&A Top questions Top answers SITRION-WEBTRENDS ENGAGEMENT SCORECARD SUCCESS METRICS SITRION ENGAGEMENT SCORECARD WEBTRENDS FOR SITRION Event-level metrics Profile completion Connections Community activity Microblog reporting Passive usage Detailed user-level insights Integrated with SharePoint reporting Custom reports WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 8

9 NEXT STEPS FOR SOCIAL ENTERPRISE SUCCESS Webtrends is a Microsoft gold-certified partner, and as a Microsoft-preferred analytics solution for SharePoint, Webtrends provides powerful reporting for SharePoint intranets. It analyzes users, content, navigation, onsite search, breadcrumbs, web parts and more. THE WEBTRENDS APPROACH INCLUDES: Combining active collaboration metrics with passive usage data to provide a comprehensive view of user adoption. Offering fully extensible reporting solution with seamless data access, unlimited data collection and easy custom report creation. Webtrends offers integrated reporting in an online solution. Providing a SaaS solution for quick time to results and easy implementation. Webtrends can help your company build a measurement strategy for your social enterprise. Webtrends offers one- and three-day onsite workshops to help your organization significantly enhance the effectiveness and ROI of SharePoint through analytics and optimization. As a certified provider of SharePoint Deployment Planning Services (SDPS), SharePoint customers can leverage Webtrends using SDPS days to bring these workshops directly to your organization. CONCLUSION The workplace is undergoing one of the most significant changes since the introduction of the desktop computer. Globalization has not only changed how businesses operate, but has also significantly changed the needs of workers. Sitrion adds a social framework to Microsoft SharePoint, enabling greater collaboration among employees within the enterprise. Webtrends provides the metrics needed to improve performance and ensure a thriving and engaged social workplace. WEBTRENDS SOLUTION BRIEF Webtrends, Inc. 9

10 LEARN MORE: Workshops webtrends-for-sharepoint-workshops Webinar CALL OR US WITH YOUR QUESTIONS CONTACT North America Europe, Middle East, Africa +44 (0) Australia, Asia +61 (0) australasia@webtrends.com For offices worldwide, visit: ABOUT WEBTRENDS INC. Webtrends offers a portfolio of digital marketing solutions that help brands understand consumer behaviors and enable them to act on those insights in the very moment they need to act. Utilizing advanced big data analytics, Webtrends solutions provide a consistent customer experience across all digital channels on any device the customer uses, helping brands remain connected and relevant to their customers, increase productivity and maximize yield on investments. Webtrends transforms digital experiences for more than 2,000 global brands including, Lloyds Banking Group, Barclays, HSBC, ASOS, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph and many more. FEB 2014 WEBTRENDS SOLUTION BRIEF Webtrends, Inc.