On the way to a social business analytics framework!

At E20 SUMMIT we are discussing all kind of project challenges for the E20 adoption and social enterprise transformation initiatives. While the actions for the adoption and transformation process have been widely discussed, the possibilities of tracking, measuring and analysing the progress of the adoption and transformation process is still a badly treated topic in the discussion.

Last year we had a first session on this topic with Dr. Alexander Richter, Peter Kim and Guillaume Guerrin. This year we are trying to go more in depth on this topic in the session on the “Social Group Performance” with Cecile Demailly and Jenny Ambrozek (with a specific focus on the metrics of organizational and cultural effects!). In preparation for this session I tried to put together a little framework of important metrics for the project evaluation.

First draft for a metrics framework for the E20 project evaluation

As explained in early contribution I am always distinguishing three different stages in the E20 project course: the exploration stage, the mass adoption stage and the transformation stage. Along this project course we can measure and evaluate the direct and indirect effects on the business activitiy, the corporate behavior and the individual working performance. (You have to read the table from the bottom left to the top right!)

Metrics of the Enterprise 2.0 Management

In reference to different models like the “Information Systems Success” model by DeLone/Mclean, the “Impact  of organization development” model by Porras/Berg and the generic input(output/outcome model for performance measurement I see the following metrics cluster as quite important to be discussed and considered:

  • Activity Measurement Metrics (Usage Output): Well – these are the basic usage statistics from the social business infrastructure on how many users are using the tool, how many contribution by type and frequency have been done and how does this activity change over time in scale and quality. The quality relates to the type of content/information that is been shared and posted.
  • Network Structure Metrics (Organization Output): The dynamics of the change and transformation are very much related to the dynamics of the social network structure. Therefore a close look at the structure and its dynamics are important for the governance and management of the project.
  • Business Usage Metrics (Business Output): This is another view on the activity – not from the individual usage side, but from the business side. It’s a descriptive evaluation of the use of the technology for the business activity – with the count of projects / company entities using the infrastructure, the changes of these numbers, the evaluation of the business value of this coordinated business activity and the changes of business processes in the later stage.
  • Business Impact Metrics (Business Outcome): The business impact metrics provide a first justification of the business case. So this includes an evaluation of the time and cost changes  (hopefully savings) by the use of the infrastructure, the changes to these evaluations, the ratio of substituted business routines by social collaboration (e.g. amount of internal emails) as well as the value of business and process innovations emerged from the collective intelligence.
  • Corporate Behavior Impact Metrics (Culture Outcome): The corporate behavior impact of social business technology changes during the course of the project from a small, only project-related scope to a wide corporate culture-related scope. It is also quite difficult to track and to measure – but as an imperative it should evolve from the measurement of the group identity over the collective mindset towards the overall workforce engagement.
  • Workforce Performance Impact Metrics (Performance Outcome): The last but not less important cluster is the individual and group performance measurement. This cluster is tracking the improvement of workforce and organization performance.

The above constructed framework is just the result of my small humble ideas and I am happy to discuss this work in progress with you all at the E20 SUMMIT 2013 – or in the commentary of this posting.