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Social Business Value Demystified: Real-World Experiences 
Edin KapićBeezy
Kapić 
• SharePoint Architect 
• Works for Spenta / Beezy in 
Barcelona, Spain 
• SharePoint Server MVP 
• President of Catalonian SharePoint 
User Group (SUG.CAT) 
• Pluralsight Author 
• Spreekt een beetje nederlands ;-) 
sug.cat @ekapic 
www.edinkapic.com
Structureof theTalk 
•Real-WorldPowerof Social 
•What’stheFussAboutSocial 
•Social WhatandWhy 
•Social SuccessPatterns
Real-World Power of Social
International Postal ArrivalOffice 
(Madrid Airport)
We have carried out investigations to locate your shipping but we had unsuccessful results, so we can not provide any information about your situation.
Hello Edin, during this morning we will deliver it to your home. Regards. 
Very angry with Correos: they have my passport since 21stin Barajas, with no further information. I hope it’s not lost.
What’s the Fuss About Social?
What’stheFussAboutSocial? 
•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.
What’stheFussAboutSocial? 
•…In a social organization, employees, customers, suppliers, and all other stakeholders can participate directly in the creation of value. 
•They contribute to, review, and commenton any phase of the firm’s work. 
http://www.gartner.com/it/products/research/media_products/social_org
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
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”
Social Whatand Why
Social WhatandWhy 
•…the new social technology landscape isn't about the technology. It's about building communities, fostering new ways of collaborating, and guidingthese efforts to achieve a purpose. 
http://www.gartner.com/it/products/research/media_products/social_org
Social WhatandWhy 
•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…
Social WhatandWhy 
•Social Building Blocks 
Community 
People 
Content 
Activities 
Objective 
•Business 
•Alignment 
Context 
•Metadata 
•Relationship 
Guidance 
•Governance 
•Maturity
Social WhatandWhy 
•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
Social Success Patterns
Social SuccessPatterns 
•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
Social SuccessPatterns 
•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
3 
0
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
Enterprise CultureMatters 
•Theenterpriseculturemustshiftfor social to work 
•ChangeManagement is a veryimportant issuehere 
•“Peopleshouldbe working, nottalking” mindset
BenefittheRightPeople 
•What’sIn ItFor Me (WIIFM) Factor 
•Theemployeesmustperceivethebenefitsof usingsocial in theworkplace 
•How will this make their jobs and lives easier? 
•EarlyAdoptersarevaluable 
•ResistancevsMotivation
•Return on Investment (ROI) 
•Social ROI = Benefitof Social / Costof Social 
•Cost of Social = Software Cost + Adoption Cost 
•Benefit of Social = ? 
MeasuretheRightThings
MeasuretheRightThings 
•Thecruxof Social ROI is calculatingthebenefit 
•Qualitative 
•(bettercontext for decision-making, employeemotivation) 
•Quantitative 
•(# of issuesraised, emailload, diskusage)
MeasuretheRightThings 
Richter et al, 2013, Success Measurement of Enterprise Social Networks 
# QuestionsAsked 
Timeto Onboard 
New Employees 
% of LabeledContent 
Qualityof 
PublishedContent
AlignwiththeBusiness 
•Takeanexistingbusinessprocessandintroducesocial 
•Social should fit naturally into the flow of work 
•Do notcomplement, replace
No Sponsors, No Go 
•No executiveinvolvementmeansno social commitment 
•Someindustries aremoreresistantto social 
•Trya pilot in a non-essentialbusinessprocess 
•Engagetop management in social activities 
WinExecutiveSupportfor SharePoint Social (Richard Harbridge)
No Sponsors, No Go
StartSmall, KeepGoing 
•Do nottryto cover thewholecompany atonce 
•Don’t“bet thefarm”
Metadata, Metadata, Metadata 
•Social doesn’treplaceMetadata 
•Folksonomy/ Taxonomy
Metadata, Metadata, Metadata 
•What’sthefuture? 
•Social Exhaustion 
•Moremetadatain social 
•Moresocial governance 
•IMHO 
•Moreknowledgeextractionfromsocial content 
•Moreautomatedsocial tools
Metadata, Metadata, Metadata 
vNext
Metadata, Metadata, Metadata
Metadata, Metadata, Metadata
Summary
Summary 
•Social is hugeproductivityenabler 
•Be prepared 
•Social is becomingmature 
•Leveragesuccesspatterns 
•Avoidcommonpitfalls 
•It’snotabouttechnology, it’saboutcultureandchange
Questions? Vragen? 
@ekapic 
ekapic@gmail.com 
www.edinkapic.com
Spca2014 real world business value of social kapic

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Spca2014 real world business value of social kapic

  • 1.
  • 2. Social Business Value Demystified: Real-World Experiences Edin KapićBeezy
  • 3. Kapić • SharePoint Architect • Works for Spenta / Beezy in Barcelona, Spain • SharePoint Server MVP • President of Catalonian SharePoint User Group (SUG.CAT) • Pluralsight Author • Spreekt een beetje nederlands ;-) sug.cat @ekapic www.edinkapic.com
  • 4. Structureof theTalk •Real-WorldPowerof Social •What’stheFussAboutSocial •Social WhatandWhy •Social SuccessPatterns
  • 6.
  • 7.
  • 8.
  • 9.
  • 11. 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.
  • 13. Hello Edin, during this morning we will deliver it to your home. Regards. Very angry with Correos: they have my passport since 21stin Barajas, with no further information. I hope it’s not lost.
  • 14. What’s the Fuss About Social?
  • 15.
  • 16.
  • 17. What’stheFussAboutSocial? •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.
  • 18. What’stheFussAboutSocial? •…In a social organization, employees, customers, suppliers, and all other stakeholders can participate directly in the creation of value. •They contribute to, review, and commenton any phase of the firm’s work. http://www.gartner.com/it/products/research/media_products/social_org
  • 19. 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
  • 20.
  • 21. 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”
  • 23. Social WhatandWhy •…the new social technology landscape isn't about the technology. It's about building communities, fostering new ways of collaborating, and guidingthese efforts to achieve a purpose. http://www.gartner.com/it/products/research/media_products/social_org
  • 24. Social WhatandWhy •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…
  • 25. Social WhatandWhy •Social Building Blocks Community People Content Activities Objective •Business •Alignment Context •Metadata •Relationship Guidance •Governance •Maturity
  • 26. Social WhatandWhy •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
  • 28. Social SuccessPatterns •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
  • 29. Social SuccessPatterns •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
  • 30. 3 0
  • 31. 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
  • 32. Enterprise CultureMatters •Theenterpriseculturemustshiftfor social to work •ChangeManagement is a veryimportant issuehere •“Peopleshouldbe working, nottalking” mindset
  • 33. BenefittheRightPeople •What’sIn ItFor Me (WIIFM) Factor •Theemployeesmustperceivethebenefitsof usingsocial in theworkplace •How will this make their jobs and lives easier? •EarlyAdoptersarevaluable •ResistancevsMotivation
  • 34. •Return on Investment (ROI) •Social ROI = Benefitof Social / Costof Social •Cost of Social = Software Cost + Adoption Cost •Benefit of Social = ? MeasuretheRightThings
  • 35. MeasuretheRightThings •Thecruxof Social ROI is calculatingthebenefit •Qualitative •(bettercontext for decision-making, employeemotivation) •Quantitative •(# of issuesraised, emailload, diskusage)
  • 36. MeasuretheRightThings Richter et al, 2013, Success Measurement of Enterprise Social Networks # QuestionsAsked Timeto Onboard New Employees % of LabeledContent Qualityof PublishedContent
  • 37. AlignwiththeBusiness •Takeanexistingbusinessprocessandintroducesocial •Social should fit naturally into the flow of work •Do notcomplement, replace
  • 38.
  • 39. No Sponsors, No Go •No executiveinvolvementmeansno social commitment •Someindustries aremoreresistantto social •Trya pilot in a non-essentialbusinessprocess •Engagetop management in social activities WinExecutiveSupportfor SharePoint Social (Richard Harbridge)
  • 41. StartSmall, KeepGoing •Do nottryto cover thewholecompany atonce •Don’t“bet thefarm”
  • 42. Metadata, Metadata, Metadata •Social doesn’treplaceMetadata •Folksonomy/ Taxonomy
  • 43. Metadata, Metadata, Metadata •What’sthefuture? •Social Exhaustion •Moremetadatain social •Moresocial governance •IMHO •Moreknowledgeextractionfromsocial content •Moreautomatedsocial tools
  • 48. Summary •Social is hugeproductivityenabler •Be prepared •Social is becomingmature •Leveragesuccesspatterns •Avoidcommonpitfalls •It’snotabouttechnology, it’saboutcultureandchange
  • 49. Questions? Vragen? @ekapic ekapic@gmail.com www.edinkapic.com