“You are custodian of the most valuable data in the enterprise - if you can harness it.” Marie Wallace, IBM
With all the focus on the social data of customers and consumers, it’s easy to overlook the wealth of social data within organizations: data about how employees interact, how others respond and how they are connected to others in their network.
Employee engagement, a topic on which Charlene Li has written extensively, is of enormous concern to business leaders: according to a 2015 study by Deloitte, “culture and engagement is the most important issue companies face around the world. 87 percent of organizations cite culture and engagement as one of their top challenges, and 50 percent call the problem ‘very important.’”
But, according to research by Altimeter, only 41% of organizations believe they take a strategic approach to employee engagement, while only 43% believe they have an organizational culture of trust and empowerment. So I was interested to see the presentation by Marie Wallace, an analytics strategist at IBM, on “Transforming Social Data Into Business Insight.”
I first met Marie at TED@IBM in 2014, where she delivered an excellent talk called “Privacy by Design: Humanizing Analytics.” In this time of what we so inadequately call “digital transformation,” infusing the human into analytics, and the analytics into the human, is sorely needed.
This talk focused on a more hands-on topic: how we can use analytics to better understand the way our organizations function; specifically, the impact of employee engagement on the business. Says Wallace, “The shift to digital now makes the analysis of engagement networks possible.”
By looking at the organization’s network, Wallace says, we can better identify individuals who play key roles. Moreover, these analytics can highlight areas of organizational brittleness by showing how teams are connected, and which may be working in isolation or disconnected from other similar or related teams.*
They can also highlight signals of potential attrition.
A personal dashboard can show an individual’s level of digital engagement, reputation and to whom he or she is connected. What’s important here is that this dashboard be used for employees (rather than managers) to understand how to activate their own networks most effectively.
Of course, there are many nuances to the data, and to how these types of analytics should be used, for reasons of fairness and trust as well as for insight. As Wallace points out, optimal behavior can be different for different employees (and different groups), and no single interaction is predictive of outcome.
But it’s also important to acknowledge that our behaviors and motivations as employees are different from our behaviors and motivations as consumers, so one size very clearly does not fit all.
I expect that as social and other digital analytics mature beyond marketing to other use cases in the enterprise, we will see more use cases that challenge even our most confident beliefs about social data. I actually think this is a good and needed step, as it signals that we are maturing in our understanding of digital environments, and how we can operate most successfully within them.
*All images courtesy Marie Wallace, IBM.
From IBM’s Connect conference in Orlando, Susan Etlinger finds new insights into how employee data can be used to transform organizations.
Analyst Susan Etlinger outlines her research agenda and areas of coverage for 2016.
Altimeter’s Susan Etlinger is a guest contributor to a new report from the World Economic Forum, prepared by the Global Agenda Council for Social Media.
The new areas of focus for Altimeter’s research team in the New Year.
Susan Etlinger’s thoughts on the recent TED@IBM event on data.
The implications of Facebook’s new range of buttons.
Companies need to look beyond communication to earn consumer trust.
How much further can we take the “customer profile?”
What you need to know about how companies can use your data to discriminate against you.
What you should keep in mind when evaluating your company’s social business maturity.
What both consumers and businesses can learn from the Ashley Madison cheating website data breach.
The essential guidelines all businesses need to follow for the ethical collection, use and sale of data.
Was Twitter wrong for taking down “Politwoops?”
The Apple CEO delivered a scathing critique of companies misusing customer information.
If customer experience is based upon data, the first step is earning their trust.
The implications of Twitter turning off the tap for one of its biggest data partners.
Why the competition between the big marketing cloud vendors shouldn’t be the focus of their clients.
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance.
A new law banning the collection of personal information in South Africa could influence legislation in other countries as well.
This year’s results have troubling implications for the technology industry.
In this one-hour webinar, Susan Etlinger shares a framework on how to 1) extract insight from data and 2) in a way that engenders trust.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
Here are five data questions about the Super Bowl that we’d like the answer to.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
We’re pleased to announce that Susan Etlinger, Brian Solis and Rebecca Lieb are each speaking at this year’s event.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.