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Metrics for measuring Enterprise 2.0 adoption and ROI

What do Enterprise 2.0 and weight loss fads have in common?

First off, I'll admit the concept might be a stretch, but work with me here. Two of the hottest topics currently in debate regarding E2.0 are ROI and adoption. We agree, we disagree, we agree to disagree, and round and round we go.

And that's fine. It's healthy actually. But I think we often talk in high-level terms when it comes to E2.0, and in order to make E2.0 a business success, we need to get down to the nitty-gritty.

For starters, let's talk ROI. You simply cannot achieve ROI without clear metrics and objectives. This must go beyond things like, "we need to collaborate," "we need better access to information," and "we need to leverage social capabilities."

That's like going on a diet and saying, "I want to lose weight." First, you have to know how much you weigh now in order to know how much you've lost later. Do you want to be able to run a mile? Fit into a pair of pants from high school? Hit a certain number? These are all tangible changes and results from your starting point. You either accomplish them or you don't. Same goes for E2.0 ROI.

For example, here are just a few metrics by which to measure the R in your ROI:
  • Number of contributors to your community
  • Number of comments
  • Number of ratings
  • Number of documents circulated/shared
  • Number of days a new employee is up and running
  • Number of days a new project is completed
  • Number of days/minutes a customer support issue is identified and solved
And for E2.0 adoption? The metrics listed above are also indicators of the rate and success of E2.0 adoption. But additionally, it's important to note that E2.0 is not just about technology success. Quick E2.0 success that is solely technology-driven can leave you feeling like you're on the Atkins diet. It may be a great way to reach your goal quickly, but it's not sustainable.

You also need the culture (or lifestyle) adjustments that are going to support your objectives long term. Metrics by which to measure E2.0 adoption in terms of culture can be:
  • Number of C-level executives and subject-matter experts who are sharing their knowledge with the organization
  • Number of research pieces and other data that is accessible to the organization
  • Number of ways the organization shares knowledge
  • Percentage of employees' days spent working in a team and collaborating on a project
  • Percentage of cross-functional groups accessing/sharing data that was otherwise siloed
  • Percentage decrease in e-mail, in favor of collaborative social tools as a means of communication
Just as there is no real mystery to weight loss, generally speaking (hint: eat right and exercise), successful E2.0 also requires a recipe that mixes culture and technology and maps to tangible results.

What metrics are you using to measure E2.0 ROI and adoption? Anything different from those listed here? We'd love to hear about them in the comments.

1 comment:

Fayez said...

Carolyn MacNeill,

Thanks a lot for your amazing post. I am looking to read more from your blog. In terms of E 2.0 adoption, I think also measuring to long it took employees to adopt E 2.0 is an important measure.



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