Monday, March 12, 2012

ROI of Internal Social Networks? Zero if the Network isn't Used

Just about a year ago, I discussed the factors driving ROI of internal social media networks.  But most companies are NOT realizing the benefits they expected.  The reason is fairly simple.   

Employees aren't showing up.

The InformationWeek 2012 study of enterprise social networking revealed that 87% of participants had an internal social network.  Only 13% rated the usage success as excellent.  The likelihood that a company viewed its success as average to poor?  A chilling 62%.

What makes an internal social network successful?  There are many details, approaches, and stories to success.  Primarily, though, a company has to embrace the change that the network will both enable and cause.  A social network functions most effectively within a social business; it does not attract adoption within the old, bureaucratic, staunchly hierarchical business models.  What's critical to success and what standard thinking doesn't work?  Here are my top 5:

  1.  Flexibility, not strategic goals - Having a strategy and an objective for implementing an internal social network is important, but flexibility is more important.  By their very nature, social networks evolve and adapt and find their own reasons-to-be.  Organizations too focused on achieving a specific goal, on determining ahead of time how the network will be used, tend to flounder.  The social network becomes just another system that employees need to use; it becomes a burden rather than a benefit.  Deloitte Australia, a winner of the Forrester Groundswell Award, began using Yammer because they thought it looked "cool."  Three years later, Pete Williams, CEO Deloitte Digital, says "we're finding new value in the tool everyday."
  2. Leadership, not grassroots Social media is the tool of the 99%, and successful internal social networks flatten hierarchy.  Social networks do not flourish under a command and control management model, but they do require leadership.  The active involvement of senior executives is critical to the effectiveness and usage of the system.  Unisys CEO Ed Coleman was an early adopter in the company, using the social network to communicate with employees, to listen, and to engage.  His executive team quickly followed, and employees began to use the network and then began to develop new uses for it.  Internal social networks, like external social networks, emphasize respect and collaboration across all levels.  Leadership needs to be willing to engage with employees without fear.  Deloitte Australia CEO Giam Swiegers talks about a first year analyst who challenged his point of view, and the debate was visible to all employees.  Swiegers liked knowing what employees were thinking and appreciated having the opportunity to discuss the issues; the ability to engage with leadership drives loyalty in employees.
  3. Organic Evolution, not controlled growth - Staying up-to-date with the latest in social media is a challenge; new applications and uses appear frequently, because users keep trying out their ideas - and some stick.  It's the same with internal networks.  Should an executive team have some idea of how a network might be used before implementation?  Of course.  But then let it evolve.  "People are trying to rationalize, police, and control the tool," says Chris Laping, CIO of Red Robin restaurant chain, but "the power of information technology is sharing information.  What we naturally do with systems is lock them down, which prevents us from sharing information."  As more employees join a network, uses and needs also change.  Smaller groups form around projects or interests; new connections drive new ideas.  Users need to be able to adapt the network to meet their needs.
  4. Communities of Interest, not just work - Employees with friends at work are happier and more productive (lots of data on this issue that I will spare you at the moment), and work issues are often intertwined with personal considerations.  Many companies strictly limit internal social networks to looking up data, working with project teams, or posting official pronouncements.  Yet communities of interest create friendships, help develop new policies and introduce new perspectives, and often both align with and drive corporate objectives.  Deloitte Australia employees have created a variety of communities of interest, from a "Mums Group" to "Audit Specialists."  At IBM, the gap between employee-produced content and corporate-produced content is large and still growing.  Leaders need to be actively engaged with the network, but users need to have a strong hand in shaping it.
  5. Operational Virtue - Less controversial than the 4 points above, but also important; an internal social network must operate well in 3 ways.
    • Ease of Use - If the system is not largely intuitive, if employees need a separate sign-on, or if the network does not integrate with e-mail and other critical enterprise platforms, employees will stay away.  The internal social network must be user friendly and agile, not cumbersome.
    • Productivity - Social networks should improve the daily work of employees.  Project teams might work more efficiently and with greater speed; employees might be able to locate information more easily; work flows might be streamlined.  Not only should a social network create greater engagement and community, it should enable employees to be more productive.
    • Measurement - While the uses of a social network will morph over time, it is always important to measure the real business results.  A McKinsey survey found that social business reduces time to market by 20% and increases the number of innovations by 20% on average.  Several companies that I have worked with have measured decreases in the amount of time spent finding information and, as a result, more efficient workflows.  Measurement is critical.  It just needs to evolve with the usage.   
What have been your keys to success?  What have been your pitfalls?

Related and of interest:
The ROI of Internal Social Media Networks
Behavioral Change Before ROI
IBM's Journey to Social Business
Deloitte Australia: A Yammer Customer Case Study
Increase Your Company's Productivity with Social Media