The Nuts and Bolts of Measuring SharePoint Activity
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To determine whether something has been successful, organizations must create a baseline of activity, monitor and measure over time, and then compare the results to the baseline. One of the leading conflicts between business users and IT happens when there is not accurate data around what is actually happening within the system. Thus, measuring the success of SharePoint should begin with SMART goals: specific, measurable, attainable, relevant, and time-bound. Slides from a joint webinar with Christian Buckley, Microsoft MVP and CMO of Beezy, and Tal Ben-David from CardioLog Analytics. The intent of this session is to help organizations to learn more about what can be achieved out-of-the-box and through the partner ecosystem to get SharePoint measurements back on track, with a comparison between out-of-the-box SharePoint analytics usage to help attendees understand the direction Microsoft is headed in, as well as an in-depth demonstration of advanced analytics that you can use today to achieve SMART goals.
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The Nuts and Bolts of Measuring SharePoint Activity
- 2. Christian Buckley CMO at Beezy + Office Servers and Services MVP www.beezy.net @buckleyplanet cbuck@beezy.net www.buckleyplanet.com
- 3. Beezy is the premier enterprise collaboration solution for Microsoft Office 365 and SharePoint, extending the feature set and improving the user experience for on-premises, cloud, and hybrid deployments. We are on a mission to transform the way people work, and to help employees be more connected, innovative, and happy. Learn more at www.beezy.net or @FollowBeezy on Twitter.
- 4. Tal Ben-David Alliance and Partner Manager at CardioLog Analytics www.intlock.com Tal.ben-david@intlock.com @cardiolog Blog.intlock.com
- 5. CardioLog Analytics, developed by Intlock, is the only on-premises analytics solution for SharePoint/Office 365 serving enterprises, providing deep insight into the performance of web and portal initiatives through testing, tracking and targeting, ultimately enabling you to optimize your site's impact and maximize the return on your investment.
- 6. Why measure?
- 7. Customers who are fully engaged represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer. And when we look at engagement in specific industries, we find even more evidence of its impact. For example: • Retail banking customers who are fully engaged bring 37% more annual revenue to their primary bank than actively disengaged customers. • Consumer electronics shoppers who are fully engaged spend 29% more per shopping trip than actively disengaged customers. • Hotel guests who are fully engaged spend 46% more per year than actively disengaged guests. • Companies that successfully engage their B2B customers realize 63% lower customer attrition, 55% higher share of wallet, and 50% higher productivity. • And here's something you have to know: Simply "satisfying" customers doesn't have the same effect as engaging them. Traditional customer satisfaction programs don't work. As the world's leading authority on customer behavioral economics, Gallup can provide your company with strategies to explode your number of true believers and drive organic growth. According to Gartner http://www.gallup.com/services/169331/customer-engagement.aspx
- 8. It’s increasingly important to not just talk about value, but show the numbers
- 9. People Process Technology Begin with Perspective
- 10. How do you begin?
- 11. • Specific • Meaningful • Action-Oriented • Realistic • Timely SMART Goals What do you want to achieve in your area of focus? Why is this goal important to you? What steps will you take to achieve it? How do you know that you can achieve this goal? By when do you want to achieve this goal?
- 12. • Activity within communities • Interest in content, keywords, ideas • Level of engagement • Overall platform adoption • Measuring the increase in innovation • Decreasing the cycle of new product introduction • Sharing of content and expertise What does this mean within social collaboration?
- 13. • SharePoint • Office 365 • Internal social collaboration tools • External tools HOW you measure depends on WHERE you measure
- 14. Where is your focus?
- 15. Outcomes Acquisition Quality Engagement Content Support What is your desired business impact? Customer Engagement
- 16. Measure around your business outcomes Engagement drives business outcomes Acquisition Reduce churn Community Advocacy Happy customers Brand Word of Mouth Peer to peer education Real-time interaction Connect to Devs Visibility
- 17. Build metrics to track activities and outcomes Business Metric Formula Acquisition Number of new users, number referrals sent, $ value of new users Conversion rate Number of new or existing users that take desired action / number of users Churn rate Number of deactivated / total users Support deflection Number of posts * answer rate * cost per case Program Health Customer satisfaction “How would you rate your overall satisfaction with the service you received? CSAT score Rate the service on a scale of 0 to 10 Sense of community index Survey to reinforce needs, membership, influence, shared emotional connection.
- 18. Build metrics to track activities and outcomes Initiative Platform Metric Formula Events Number of RSVPs, attendees, new users, stories collected, social shares, behavioral change Innovation Number of ideas, quality of ideas, number implemented, number validated against existing plans User Feedback Qualitative response from surveys Page views Number of active members / month Post views Average number of posts per active member / month New visitors New vs returning Likes Sentiment analysis
- 19. Types of Engagement Activity Quality Interaction Influence Uses the app Login frequency Page visits Search attempts Keyword frequency 100% response rate Number of praises Number of contributions Group member Posted to Group last 90 days Group Organizer RSVP’d to meeting Referred a host Referred a guest Offline advocate
- 20. Analytics Reporting within SharePoint and Office 365
- 21. OOTB reporting in SharePoint
- 22. OOTB reporting in Office 365
- 23. OOTB reporting in O365
- 24. Advanced Analytics and the Shift to Social
- 26. The common social thread
- 27. • Specific • Meaningful • Action-Oriented • Realistic • Timely Wider array of metrics and Integration with AD profiles and User Groups. Measurable. Advanced comparison over time and vs areas of site etc. Easier to improve based upon SP integration and help of vendor know-how. Relevant. Wide array of metrics to align business and IT objectives. Scheduled reports, sent to specific stakeholders. Alerts that trigger workflows. So how does an advanced analytics solution help with the nuts and bolts?
- 28. The basic adoption and usage analysis
- 29. The foundation: Unique Users and Usage
- 30. Usage Engagement Social Analytics - Community - Active discussions, communities Shift from content usage to community engagement
- 32. Page Views Influential Content Social Analytics - Content - Likes, followers, ratings, comments & replies. Shift from basic metrics such as page views to social metrics
- 35. Unique Users Influential Users Social Analytics - Users - Followers, posts, comments, popular profiles, discussions Shift from what employees are viewing to how they are interacting with each other
- 37. Often the best way to measure employee engagement is simply to ask them…
- 38. How does social add value to your business? And how do you measure that value?
- 39. • Without understanding the business impact • Without understanding the cultural impacts • Without proper executive support • Without business process alignment • Without building advocacy, and supporting the employees who try to make it all fit together Problems occur when we approach social entirely from the technology standpoint
- 40. • How many people logged in • How many files uploaded • How many queries submitted • Query topics • Abandoned queries • Keyword trending • Activity by team, business unit, site, site collection • Shares • Likes • Opens • Time spent on site • Comments • Downloads Activity Metrics
- 41. • % new users • Growth trend by week, month, year • Usage trends by time of day Growth Metrics
- 42. • Correlating activity and growth with organizational qualitative goals • Relation of increased (or decreased) activity to • Customer satisfaction • Project delivery (increase/decrease delivery time) • Job satisfaction • New product introduction • Easier finadability of content and expertise • Less re-work • Increase in content and process reuse • Improved productivity • Improved quality of content produced • Reduced travel costs, CO2 emissions • Specific business targets (financial alignment) such as improved sales rep communication, quicker mean time to resolution (MTTR) of support tickets, etc Value Metrics
- 43. Business and IT shouldn’t be fighting 46
- 44. When IT and business stakeholders join forces, the possibilities for increased productivity and connectedness grow exponentially. The alliance of IT and Business will not only lead to an enhanced user- centric experience, but also ensures that bridges are built and roadmaps aligned between business goals and IT objectives.
- 45. Every SharePoint deployment begins as a business analyst activity You need to begin with a clear picture of what you are trying to achieve – before you attempt to achieve it There are no bad ideas Don’t jump to solutions until you can agree on what is to be solved Prioritization can be hard Leverage data from your system How are people using the system today? How are they leveraging alternate technologies and systems today? What is the request backlog? Develop a shared understanding
- 46. Need to establish core reporting, so you can monitor usage patterns What the data shows you today will change your priorities for tomorrow Develop dashboards for your leadership, but be prepared to change based on what you see As you iterate and refine based on what you learn, there will be less change – and more innovation Change = course correction, adaptation, refining what you know Innovation = leveraging what you know to do something new that pushes the business forward Collaborate and Iterate
- 47. You cannot manage what you cannot measure.
- 48. Begin by bringing everyone together to create a shared understanding of what the system should look like Always pilot first Iterate as you learn Review the data, expand the pilot, validate what you’ve learned Throughout this process, watch usage patterns very closely, and discuss what Business users and IT are experiencing, improving upon what we’ve built Conclusion
- 49. Christian Buckley cbuck@beezy.net @buckleyplanet /IN/ChristianBuckley Thank you! Tal Ben-David Tal.ben-david@intlock.com @cardiolog /IN/talbd
Notas del editor
- Tal may Jump In: These are great examples to bring the often abstract concept of enterprise collaboration to life. We tend to forget that employees ARE these same consumers, employees still want to be engaged, recognized and want an easy way to communicate within the organization. If you look at many strategies to improve customer engagement, most will include a perfected social media strategy. This applies to improving employee engagement through unique and encompassing social collaboration. At the end of the day Nothing predicts organic growth like customer engagement, when we talk of enterprise collaboration, nothing predicts organic growth like employee engagement.
- Tal may Jump in: People = Enagement (Users, Page Views, SOCIAL), Adoption (Growth of Portal) Process (I’m going to be very specific to the usage of SharePoint) = Navigation (Onsite Search, Goal Funnels) Technology = Monitoring all aspects of Collaboration Technology. SharePoint + Beezy + OneDrive. To be more specific, helping administrators optimize technology (Unused Sites, content heavy items etc.)
- Tal may jump in: Quantitative research reinforces the relationship among customers, employees and the bottom line. For example, the classic 1994 Harvard Business Review article “Putting the Service Profit Chain to Work” ,establishes relationships among profitability, customer loyalty, employee satisfaction and productivity. The important point to note is that no longer can we think of these as individual outcomes, rather as an integrated relationship which ultimately drives the bottom line and customer satisfaction. And I mean this has become pretty clear to business, but it is this tightening relationship that has given rise to SharePoint and all its add-ons that focus the organization into the MIDDLE POINT.
- Out of the box, SharePoint provides activity data around usage by query, site, document, and keyword. Third-party tools provide some deeper measurements and analysis capability. But again – it all depends on the organizational goals, and what you’re trying to monitor, measure, and ultimately improve. KPIs should be set based on desired business outcome.
- SharePoint combines various functions of which many are inherently different: intranet…content management, document management, enterprise search VS business intelligence & Enterprise Social networking.. Back to Basics: What is social collaboration? Starts with Collab…End Goal Innovation…for many companies who do not want to invest in extending social capabilities or driving adoption, may never see innovation Communication tools that help employees achieve a common goal. Working together – Reduce email share information New ideas may emerge due to the varied contributions of individuals. THEREFORE: SMART GOALS NEED TO COVER A VARITY OF ASPECTS AND AREAS
- Where is the value hidden? What end users want and what the tool provides…at sort of the intersection of the two…This is where analytics and extending the native social capabilities come in… The point becomes that analytics needs to be broad enough to cover governance, usage, portal growth, navigation of users etc. Still an important aspect of advanced analytics solution, but Social definitely needs to become the key fpcus if organizations want to increase ROI and lead to innovation as opposed to just collaboration
- So how does an advanced analytics solution help with this shift? Data and garnering insights from data, finding certainty in the data, can create a blueprint for your organization. This is true in the collaboration space as much as it is in any other space within the organization. So how do we find certainty? 1 – The advanced analytics solutions. 2 – Creating SMART metrics that take advantage of the advanced features.
- Still important because this is the foundation for Social to really thrive!!
- Important information for training and identifying unused content or important content not being viewed and driving foot traffic… Very important to keep in mind, and this is something I learnt from Christian, Any collaboration solution must be measured against compliance, security, and regulations…but with the understanding that the more limits and controls you put in place, the greater the impact on usability and adoption. Something that will show up maybe more in these metrics as opposed to the more social metrics to follow.
- Within engagement we need to drill down into influential users and influential content
- Stop ignoring community sites and the activity within them. Are people contributing and which ones are active and leading to discussion? Once we know this we can drill down deeper into who these influential users, leverage them to help spread ideas. Also what is the influential content, can we pick out something innovative in the highly discussed topics, lets make more of this content available on portal etc.
- Tal may jump in: Remind people of first webinar. Bringing together IT and business expectations. ““Make Love Not War”.It’s been said many times. But how often have you heard it within the SharePoint Community? When IT and business stakeholders join forces, the possibilities for increased productivity and connectedness grow exponentially. The alliance of IT and Business will not only lead to an enhanced user-centric experience, but also ensures that bridges are built and roadmaps aligned between business goals and IT objectives. Many organizations face the reality of a less than successful SharePoint project, often times due to the lack of unity between senior management and IT.”
- These are much harder things to measure (meaning, these are highly subjective – and you need some creativity to define your metrics, as there are no standards)