SOCIAL BUSINESS TECHNOLOGY CAPABILITY SCORECARD
WHAT IS SOCIAL BUSINESS TECHNOLOGY?
Just as individuals have incorporated social media into their personal lives through sites such as Facebook and Twitter, more businesses are using social technologies to boost collaboration and communication among their employees and with customers. This use of social technologies among companies and organizations is called social business, and social business is booming!
Innovation AccelerationCorporate CommunicationsExpertise Location / Corp DirM&A IntegrationContact Center EnablementSales & Channel Enablement
Event CommunitiesSocial CommerceCommunity ServiceAccount ManagementCustomer InnovationSocial Marketing
Product LaunchesCommunity RecruitingSocial Brand ManagementService EverywhereSocial SellingCompetitive Intelligence
USES FOR SOCIAL BUSINESS TECHNOLOGY
Concept Credit: Jive Software. Disclosure: C7 Group is a Jive Software solution partner
GET YOUR SOCIAL BUSINESS TECHNOLOGY MATURITY SCORE!
OK, I’M LOST!! WHERE DO I START?
FIND OUT WHERE I STAND AND GET EDUCATED ON SOCIAL BUSINESS TECHNOLOGY
What’s in it for ME?Q:
A:
Most companies are somewhere between Level 1 and Level 3
1
5
4
2
3
2010 2012
WHERE DO YOU THINK YOUR ORGANIZATION STANDS?
SELF ASSESSMENTCategory Level 1 Level 2 Level 3 Level 4 Level 5
Human Resources
Marketing
Executive Support
Metrics
Innovation
Listening to Customers
Listening to Employees
Customer Service
Employee Readiness
Cross-Functional Interaction
Collaboration
Culture
Engagement
This is one of our assessment instruments for developing a scorecard. Where do you rate yourself in each category? Compare your results to our capability maturity model on the following page.
SOCIAL BUSINESS CAPABILITYMATURITY LEVELS
Unaware
Initial (Chaotic)
• Disconnected / Disassociated / Business Function Areas Not Communicating• Mismatched Online Presence• Traditional Marketing: Broadcasting and Not Participating in Conversations• Social Business / Social Media Aware Employees are Unknown• Social Not on Executive Radar• Traditional Measures of Success
1
Progressive
Defined
• Centralized Team With an Empowered Leader• Focusing the Channels, Clear Purpose and Strategy• Listening Yields Action, Processes Defined• Training Program Impacting Adoption• Baseline Framework for Metrics• Tools Consolidation• Initial Executive Engagement
3
Managed
Integrated
• More Work Performed Across Business Units
• Channels Yielding Impactful Results• Response Processes and Workflow
(Internal and External)• Morale Improvement• Executive Support and Near Real-time
“Pulse-Taking” and Response Capability
4
• No Formal Teams in Place• “Toe-in-the-water” Public Channel Approach • Monitoring Conversations in Silos• Social Competency Not Known or Coordinated• Business Unit Communication is Segregated• Technology Impaired, Misaligned• Barely on Executive Radar
Repeatable
2
Pilot
Engaged Enterprise
Market Dominance
DEEP CUSTOMER INSIGHT + EMPOWERED AND ENGAGED WORKFORCE
Optimizing
5
Internal Results• Embrace and Drive Change!• Do More With Less!• Employees Feel Appreciated!• Employee, Partner and Customer Communities Working In Harmony• Agile Innovation, Faster Time-to-Market, Known Demand• Alignment Between Governance, Ecosystem and KPI’s• Centralized Intellectual Property and Process Repository• Plug & Play Capability for Mergers and Acquisitions
“Work is more fun. My job is
focused on delighting customers.
“
• Measurable Customer Delight• Listening to Customers or Answering Their Questions Costs Nothing
• Brand Loyalty and Advocacy• Exceptionally Intimate Relationships with Customers and Suppliers, Based on Personal Contact, One-on-One Interaction, and Mutual Commitment to Delivering on Promises
• Big Payoff From Small Courtesies!
External Results
HOW DID YOU SCORE??
SO FAR.
DON’T WORRY. NOBODY IS AT LEVEL 5
Here is what works for us:
1 - Focus on User Acceptance– Involve leaders and key power users – the Evangelists– Understand what the users need and what will improve
productivity– “Build it and they will come” never works
2 - Avoid the Big Bang– Have multiple releases that incrementally add functionality– Make Change Management a core part of the process– Have crystal clear governance plans– Build a consolidated architectural foundation leveraging common
services, adhering to a unified information architecture and wrapped with federated search
3 - Communicate, Train and Educate!
GARTNER’S Top 10 Success Factors for Enterprise Social and Collaboration
Projects1. Define what constitutes success.2. Reach an agreement with the business regarding the criteria for
evaluating success.3. Study existing work patterns and improve on the best cases first.
Save the worst cases for later.4. “Ignore siren call of infrastructure merchants.”5. Learn to work within the restraints of the organizational culture.6. Remember that the new has to be ten times better to displace the
old.7. Build for a variety of skill levels, not just experts.8. Remember that users will use outside tools if you make yours too
difficult.9. Embrace minimalism.10. Be organizationally inclusive. Involve legal, operations, security,
and other departments early in the process.Credit to: http://www.gartner.com/tom_austin
I WANT TO BECOMEA MORE SOCIAL BUSINESS!!!
WHAT SHOULD I DO FIRST?
START LISTENING!
An obsession with] Listening is ... the ultimate mark of Respect.Listening is ... the heart and soul of Engagement.Listening is ... the heart and soul of Kindness.Listening is ... the heart and soul of Thoughtfulness.Listening is ... the basis for true Collaboration.Listening is ... the basis for true Partnership.Listening is ... the basis for Community.Listening is ... the bedrock of Joint Ventures that work.Listening is ... the bedrock of Joint Ventures that grow.Listening is ... the core of effective Cross-functional Communication* (*Which is in turn Attribute #1 of organizational effectiveness.)
Listening is ... the engine of superior EXECUTION.Listening is ... the key to making the Sale.Listening is ... the key to Keeping the Customer’s Business.Listening is ... Service.Listening is ... the engine of Network development.Listening is ... the engine of Network maintenance.Listening is ... the engine of Network expansion.Listening is ... Social Networking’s “secret weapon.”Listening is ... Learning.Listening is ... the sine qua non of Renewal.Listening is ... the sine qua non of Creativity.Listening is ... the sine qua non of Innovation.Listening is ... the core of taking diverse opinions aboard.Listening is ... Strategy.Listening is ... Source #1 of “Value-added.”Listening is ... Differentiator #1.Listening is ... Profitable.* (*The “R.O.I.” from listening is higher than that from any other single activity.)
Listening is … the bedrock which underpins a Commitment to EXCELLENCE.
Credit to Tom Peters: http://www.tompeters.com/dispatches/011909.php
A STRATEGY AND A ROADMAP
SWEET! WHAT DO I NEED?
SOME MORE NEXT STEPS
Define a strategy and roadmap with clear business
objectives
Define channels for engagement, by task
Set audience expectations on when and how you will
engage
Build a culture of operational discipline & employee
empowerment
Focus on depth vs. breadth – fewer things done deeply
Focus on “engagement points” vs. “touch points”
Find, Thank and Engage your advocates –
systematically
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C7 Group is a management consulting, technology services and strategy company helping clients become high-performance businesses and governments. We specialize in social business technology, strategy, design, implementation, management and operations.
C7 Engaged Enterprise Maturity Model by Mark Bean and Jeff Marmins is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at www.c7group.com.