7 Ways Social Enterprise Apps Are More Than Just Talk

by

CRM Market Analyst, Software Advice

Until recently, I might have called Microsoft crazy to drop $1.2 billion on social enterprise app vendor Yammer. The business case for replicating popular social networking functionality in a corporate environment seemed dubious at best. Would there ever be a return on investment?

“Social is more than a trend, it is a revolution that is changing the way we work and collaborate. Powerful social tools, such as Chatter, help employees work faster and more efficiently—making it a strategic piece of the workforce.” — Dave King, Chatter Product Marketing Director

But then I talked to some corporate Yammer, Chatter and Jive users, all of whom claimed measurable gains from these tools in a variety of areas. Here are seven ways they derive value from social enterprise applications.

1. Streamline Project Management

Software developers at PerkStreet Financial use Yammer to facilitate scrum meetings, a key component of the agile software development methodology. Rather than hold their daily morning standup meetings in person, each member of the 37-person team posts “what I did yesterday,” “what I will do today” and “barriers to moving forward” using the hashtag #scrum.

The tag allows users to quickly see what everyone is working on and chime in when appropriate. The poster can also delegate tasks to others with the “@” symbol. With Jive, users can also employ shortcuts such as an “!” to pull information into the thread from CRM and other enterprise systems.

2. Augment Transparency and Accountability

Since PerkStreet hosts all conversations on Yammer rather than trapped in someone’s inbox, management has continuous insight into the team’s progress.This also prevents work duplication and redundancies because everyone is literally on the same page.

“If you look at someone’s scrum over time, you can see whether they actually accomplished what they said they were going to,” PerkStreet COO Jason Henrichs notes.

3. Increase Communications Efficiency

FlexJobs founder and CEO Sara Sutton Fell said Yammer drastically cut down on her need to email, call or schedule a meeting to check in.

Salesforce surveys show Chatter reduces email 30 percent and meetings 27 percent.

In addition, users can respond as it fits in their workflow. “Instead of emails that feel like you have to respond immediately, putting it on Yammer ensures that only [staff] who have the time to check out the job will do so,” she says.

4. Find Experts Faster

Centerstance Inc. Managing Partner Greg Lueck says Chatter helps sales staff answer deal-specific questions expeditiously. He recalled one situation where a partner needed someone certified in Cast Iron software integration who spoke Mandarin. The resource manager working with the partner posted the query in Centerstance’s news feed.

“They had an answer within 30 seconds… in Mandarin,” Lueck remembers. In this and similar scenarios, the employee would have otherwise “relied on a central repository of all company’s experience that is located in one person’s head, or nowhere at all.”

Jive surveys show sales win rates increase an average of 23 percent, and time to find experts falls 34 percent.

5. Better Leverage Information and Insights

Social enterprise vendors have invested heavily in social and adaptive intelligence. These sophisticated algorithms suggest articles, files and experts based on the user’s position, connections, group memberships and resources they’ve previously accessed.

“Chatter knows what you care about based on your activities, making it’s value immeasurable,” King says of Chatter, the salesforce.com social layer. As a result, employees are better informed and can answer questions before they even know they have them.

“Imagine you have 10,000 people in an enterprise. Sales materials, RFPs are constantly flowing through system… Jive makes the most of this information by channeling it to the right people,” according to Jive Product Marketing Director Tim Zonca.

6. Generate More, Better Ideas

Yammer provides several means for employees to contribute ideas–from responding to queries and surveys, to posting ideas in a group discussion threads. Users receive gratification when co-workers and leadership “like” their contribution. Then, they are continually rewarded as they watch project teams bring the idea to fruition.

With one advertising campaign, for example, Deloitte CEO Peter Williams asked employees for their ideas for a tagline. More than 38 groups formed that submitted 1,184 original concepts.

7. Boost Employee Recognition and Engagement

In the four years since Deloitte AU implemented Yammer, the turnover rate for active users has fallen to two percent annually–about 10 times less than for employees who don’t use it. Leadership attribute change to employees feeling more engaged and recognized for their work.

“In a company with 180,000 people, most employees rarely interact with leadership,” says Frank Farrall, national leader for Deloitte Australia’s Online Consulting Practice. “Yammer breaks down those barriers.”

Deloitte leadership uses Yammer to pull reports that identify employees with high engagement and positive feedback. The more a user interacts with groups, downloads articles and responds to queries with the same keywords, the more they are distinguished as thought leaders on a subject.

“This is one key way to rise up in the firm–get recognized as someone who drives connectivity,” Farrall added.

Deloitte layered gamification elements into Yammer to further drive engagement and recognition. Using the behavior platform Badgeville, Deloitte awards “badges” when employees report milestones in Yammer, such as completing segments in Deloitte’s Leadership Academy. Users can monitor their rank on a leaderboard that shows what they need to do to surpass the person immediately ahead, encouraging them to do more.

A Work in Progress

These apps aren’t perfect–several companies responded to this story saying the platform was more “of a distraction” than a value driver. They cited issues with file sharing, inefficient search, lack of customization, and bugs with mobile functionality. Even so, interest continues to grow as technology improves. From what I’ve learned, the question is no longer if socialized business will become the norm, but when.

How do you derive value from social enterprise apps? Join the conversation with a comment here.

 
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