Gilbane – Social Analytics: The Key to ROI in Enterprise Social Software?

Panel:
JB Holston – NewsGator
Rob Howard – Telligent
Timothy Young – Socialcast
Ben Kiker – Jive Software

JB Holston – NewsGator

  • Deployed on Enterprise basis
  • Social Sites
  • Social Sites 2010
  • Social Sites Tomoye

Insights About People

  • View key colleagues and social distance
  • Discover experitise
  • Identify the most influential contributors and connectors
  • Receive recommendations on colleague connections
  • Identify most talked about people and top movers
  • It’s about turning the data into something more useful for the end user.
  • There’s a battle for the “event store” – Who’s interacting with what type of content
  • Social graph – Depict social distance from colleagues
  • Link knowledge and expertiese to people – trying to find an expert.
  • Generate data that’s useful in some kind of administrative way
  • Who’s doing what with the content (more traditional reporting)
  • Who’s the most popular person within a community

Insights about Content

  • Organically capture and display topics graphically
  • Discover contributed artifacts
  • Aggregate and filter content
  • Identify hot topics at any point in time
  • Monitor targets and alert on spikes of activity
  • Who’s trending around a piece of content – this is more important than the content itself

Social Analytics
JB Holston – NewsGator

  • Deployed on Enterprise basis
  • Social Sites
  • Social Sites 2010
  • Social Sites Tomoye

Insights About People

  • View key colleagues and social distance
  • Discover expertise
  • Identify the most influential contributors and connectors
  • Receive recommendations on colleague connections
  • Identify most talked about people and top movers

It’s about turning the data into something more useful for the end user.
There’s a battle for the “event store” – Who’s interacting with what type of content
Social graph – Depict social distance from colleagues
Link knowledge and expertiese to people – trying to find an expert.
Generate data that’s useful in some kind of administrative way

  • Who’s doing what with the content (more traditional reporting)
  • Whose the most popular person within a community

Insights about Content

  • Organically capture and display topics graphically discover contributed artifacts
  • Aggregate and filter content
  • Identify hot topics at any point in time
  • Monitor targets and alert on spikes of activity

Who’s trending around a piece of content – this is more important than the content itself

Comprehensive dashboard

  • Tracking content & interaction around content

Tag Content and Knowledge Explorer

Monitoring, Filtering and Alerting

  • Ton of metadata to track to see if there is a trend
  • Sets up alerts so that you can be alerted if there is a change in the trend

Community Adoption

  • If I can track what’s happening in a community, I can encourage roles within that community
  • It’s reporting, but reporting to help a specific role (community manager) at an organization

Rob Howard – Telligent

  • First started working on analytics when Dell approached them about battery issue
  • We’re clocking up more data in a week (capturing more about consumers) than we did pre-2000
    • Data storage is not keeping up to pace
    • Analytics is key to understanding the value of the data
  • Key components
    • Relationships
    • Knowledge
    • Analytics
  • Proctor & Gamble uses Telligent internally worldwide
    • How quickly can the connect the people within the organization and bring those people closer together
    • People are the key to unlocking the knowledge within the organization
  • What does disaster relief in Haiti have to do with Dove selling computer products?
    • Department of Defense took beta community online to help with disaster relief
      • Using social technologies to capture data (drone planes flying over Haiti capturing data)
      • Recognition that analytics gave them new insight into the type of products that were occuring
      • Transform technology to change lives.
      • Text messages from people that were trapped were routed to Department of Defense, those messages were put into Telligent platform
      • Early on: How do I get resources to Haiti
      • Next: How do I ingress resources
      • Next: How do I deploy the resources – Who do I need to talk to?
  • Analytics is tipping point for entire industry
  • Dell – Using analytics and drawing value of the Analytics
    • Using Twitter to publish information about deals
    • Organizations like Dell recognize that Twitter is a new channel to their customer
  • The way to think about Analytics – No magic number for Analytics
    • Digital Marketing: Awareness and Authenticity
    • Network Community
    • Metrics have to map back to strategy
  • Primary product is “Telligent Community”

Timothy Young – SocialCast

  • SocialCast is real-time collaboration platform
    • As events take place, they are automatically put into activity streams
  • What are people actually using this for?
  • How do I increase adoption?
  • How is this improving business performance?
  • Social business Intelligence surfaces the important people, conversations and topics in your organization to measure the power of collaborative efforts
  • Deep social network analysis – each employee, each group within the company
    • What they’re doing and how it’s impacting your business
    • Users are not interested in their own personal analytics
    • How do you make the business case to executives that this is impacting your
  • What happens when your company has the “Toyota moment”
    • Email is not necessarily effective … need to have open communication.
    • You need to identify the influencers within the company and communicate the information to them.
  • Identify between active users (10%) and listeners/lurkers (90%)
  • Understanding the social graph
  • Understand the informal information
    • Example of CNN / Turner that conversations were happening over HR time tracking. Because of tracking conversation, they were able to implement a solution from Japan that worked across the enterprise

Jive Software

  • Belief that social tools can help companies
  • Jive is relocating from Portland to Palo Alto
  • ROI is a loaded term; find out what your executives are interested in and target that
  • CSC C3
    • 45k registered users
    • Reduce customer acquisition costs, drive revenue and innovation
    • Dropped time to respond to proposals from months down to days
  • Yum! Brands (KFC, Pizza Hut, etc.)
    • 100% adoption among 6,000 corporate employees
    • Find experts, share experiences, leverage company-wide knowledge
    • Very active executive team that’s all over iChing (internal community)
  • SwissRe
    • Mandate of CEO “Play as one to win”
    • 75% of 10,000 employees have accessed Ourspace
    • Cost savings

Question: Business Case for these types of tools

Rob – Reader’s Digest – Online presence and print magazine. Wanted to allow readers to submit recipes / referrals online. More subscribers, more customers, more page views. Every recipe submitted to community has a $45k lifetime value.

Rob – Internal communities – Think about how much time people spend looking for information. Research on time people spend starting search and not finding it. If they only find the information 50% of time, and 50% of the other time is lost time, you can calculate the amount of lost time.

Ben – Charles Schwab uses Jive for active trader community (12k people). Need to improve stickiness. Webcast that shares a ton of data. Active traders that particpate in the online community trade twice as much as those that don’t.

Ben – Lowering switching costs, lowering support costs.

J.B. – Podcasts on Newsgator website with Deloitte and Accenture talking about business case. Folks are tracking all of this data and using all of this analytical stuff. Not necessarily using it as a justification of ROI for purchase of deployment. Average email mailbox per corporation costs $435 / month to maintain. Decrease in email.

Timothy – Have to be measuring metrics from Day 1. Business case that allows you to track an employee’s data and decide whether or not to make a counteroffer if they are deciding to leave – removes all the politics and allows you to make a data-driven decision.

Question: If this isn’t going to replace existing platforms, what is the value add?

Timothy – There’s a number of shifts. Almost half of your employees will be from GenY by 2014. Employee communication styles have changed, and that’s where there is the driving of adoption. GenY not using email — looking at things that are more asynchronous. Tools help you expose the information organization.

Rob – Email is the #1 information comes in and out of Telligent software. Creating tools to integrate with what people are already working with. Email is probably the #1 way people share documents with each other. Can use email as a listserv, but have all that knowledge surrounding a document.

Ben – Bulk of applications we use today are going to enter the sunset of their influence.