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Author's profile photo Richard Caballero

How to Design Your Enterprise Social Network for Maximum Impact (Part 3)

In Part 2, we outlined an adoption framework for enterprise social networks. First, we need to identify SAP Jam groups that will advance well defined business goals. Then, we need to design these groups such that users are motivated and able to use them on a frequent basis. In this blog, we will discuss how to identify and rank social collaboration groups based on their habit-forming potential.

Once we have identified a target business goal, we need to break that goal down into specific cascading objectives (e.g. corporate to business unit to employee).  This helps us understand what types of activities are required to meet the objectives and therefore what types of social collaboration groups can assist. A best practice is to also identify the metrics or KPIs we will use to define success and evaluate performance. In the example below, we are trying to drive revenue growth by introducing a new product in the market:

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Cascade Objectives & Metrics

We now want to move into brainstorming mode. What social collaboration groups are most relevant and valuable to meeting the defined objectives? The end user should view each group as a key enabler for exceeding the defined objectives and metrics. In this example, we have identified several social collaboration groups that will allow us to meet the goal of increasing new product revenues.

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Brainstorm Collaboration Groups That Advance the Business Goal

Tying each group directly to an objective and metric makes it simple for executives and end users to understand the value that social collaboration will provide. We can take this concept one step further and quantitatively define the expected business value. For example, if we increase win rates from 10% to 30% and we execute 100 deals at an average sales price of $100,000, revenue could potentially increase by $2M, a 200% increase, which clearly surpasses the corporate goal of 100%.

Now that we have a set of potential groups that will advance our business goal, how do we determine which groups to deploy? Remember that our design goal is to “connect our solution to the user’s problem with enough frequency to form a habit.” In our context, that means that we want groups that have high impact on the business goal and require the user to leverage SAP Jam as much as possible. In the table below, we rank the potential groups:

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Rank Groups by Impact Potential

Do not conclude from this exercise that we should not use social collaboration to run the sales kickoff meeting. This just indicates that this particular group will not drive wide spread adoption. Use the mapping to ensure that (1) our design contains at least two high impact, high frequency usage groups and (2) we prioritize the rollout of groups based on this framework.

In summary, the first step in our design process is to identify, prioritize and select SAP Jam groups that advance important business goals. We do this by identifying important business problems in the organization, brainstorming groups that can address those problems and then ranking those groups based on their habit-forming potential. Please share your thoughts and experiences. What business goals have you found are well suited to be advanced by social collaboration? What frameworks have you used to prioritize groups?

In part 4, we will examine how to design groups for maximum user motivation and usability.

Follow SAP Social Software on Twitter: @SAPSocial

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