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We’ve researched this topic with Yammer as a starting point. I think the analysis would apply to other non-contextual social tools such as Slack and Facebook as well. Here are the results:Does Yammer Increase Productivity?The enterprise social networking tool Yammer is now used by milions of companies. Hundreds of millions of online conversations have taken place inside these companies. The question is if these conversations increase productivity? And is it effective as a business tool?The Potential of Yammer as a business toolSceptics think of Facebook and conclude that bringing such conversations into the company will be a waste of time. However, a new comprehensive study by McKinsey suggests that social technologies can increase the productivity of “interaction workers” (or knowledge workers) by 20-25%.Their analysis suggests that the biggest potential gains from social technologies should come from a reduction of email and physical meetings. We have looked for evidence of this happening inside companies that are using Yammer. This is what we have found:There Is Little Evidence That Yammer is Unlocking The Productivity PotentialWe have read all the Yammer cases that we could find via LinkedIn, Google, news articles and on Yammer’s own website. Then, we talked with five company-wide Yammer customers. Plus, we did come across anecdotes of new ideas, informal feedback, community feeling and other benefits. It’s a similar type of benefits that you get from the informal knowledge sharing that happens next to the coffee machine or the water cooler in most offices. It’s just on a much larger scale. Such effects are positive but we have found no evidence of productivity gains of the kind that McKinsey is suggesting.So from this short research, we can conclude that Yammer as a business tool primarily seems to be supporting the informal organization and the community feeling in companies where employees are not co-located. This is clearly valuable but the effects are “soft”. Senior management may therefore be asking if it is worth the time that people spend on participation. In other words, is there a “net contribution of time” to the organization? And how can a Lean Management tool be effectively used?Two Cases Reveal Why Productivity Gains Aren’t RealizedTo dig deeper we talked with managers in two Danish companies that have deployed Yammer. Both had taken formal management decisions to roll this out to all employees.The first, a large engineering firm, deployed Yammer late 2011 as an internal communications tool. It spread like a wild fire and people started chatting about all kinds of topics. The strategy director that we talked with felt it was like going into the cafeteria. He felt it added more noise to his already overflowing inbox. After a few months he turned it off. So did most of the other managers. Yammer is still being used but it is now considered to be an employee benefit. It’s not a productivity tool.The second company is a large law firm with multiple offices. Again Yammer was quickly adopted by the employees and conversations spread quickly. It became such a popular activity that the partners of the law firm decided to close it down. It was simply consuming too much time without clear benefits.What can we learn from these Yammer experiences? Clearly there is a desire for dialogue across departments and offices. In other words, the challenge is not how to engage people. The challenge is how to connect the increased dialogue to productivity and make contributions visible. If the managers in the two cases could see a drop in time spent on CC emails, or in physical meetings or in “reinventing the wheel” then they would most likely have been seen as clear successes and enjoyed continued support.How To Start Unlocking The Productivity PotentialThe answer to the question of whether or not Yammer as a business tool increases productivity is “perhaps and it depends”. If you believe that open conversations across the company always are positive and it will result in positive spin-off effects such as new ideas and productive relationships then the answer is yes. However, if you feel that your company already has plenty of informal conversations via email and Messenger and that more open conversations will remove focus from getting work done then the answer is no.In our experience there is some truth to both of these perspectives. 80% of the discussions in Yammer may be a waste of the company’s time. This leaves 20% that are not. The challenge is to separate the two. Another challenge is that when conversations turn into “cafeteria chatter” many senior managers turn Yammer off.So, how do you bring the positive energy of the open conversations into a business context that is relevant for managers? We see two ways. The first is to create groups that are focused on specific business topics, such as “Using sales contract templates” or “Ideas for new customer events.” This will set a context that allows people with similar needs to find each other. The second is to use the company’s business processes, or work flows, as the pivots for conversation. For instance, a product development process should involve marketing, sales, purchasing, development and supply chain departments. This is a great context for value adding business dialogue across the company. It should be followed by a concerted management effort in all domains.This article was first published here Blog | Gluu

WHAT IS INFLUENCER MARKETING? HOW TO RUN A GOOD INFLUENCER CAMPAIGN?Influencer marketing is a form of marketing that has generated immense popularity over the last 5 years where individuals who have an audience to speak to, promote brands by creating content and “influencing” buying decisions.Influencers have been mostly identified as individuals who have a high following on social media in a particular space such as lifestyle, fashion, beauty etc. These influencers work with brands by creating their own photography, videos or writing to influence their following to favour that particular brand whether it be by converting online sales, driving traffic into stores or simply growing brand recognition.Where do influencers share content?2018’s top social media sites that host such influencer content include Facebook, Youtube, Instagram, Twitter, Reddit as well as an influencer’s own website/blog. Below we’ve simplified the list of top 10 most popular social networking sites that have held longevity in the marketplace over the last few years and their monthly active users.Why is influencer marketing so big?According to Ad Week, influencers have created a “world of possibilities” for “visionary marketers” who are able to connect with consumers in a more organic way.Buyers look towards other buyers to “influence” their purchasing decisions – a new and refined version of the good ol’ “word of mouth”. Brands who have failed to embrace social media growth and essentially influencer marketing have suffered a loss of brand recognition and sales.An example would be the growth of beauty influencers across social media over the last few years who have brought new brands to the forefront including Anastasia Beverly Hills, Sephora, Too Faced, Urban Decay and Benefit Cosmeticswho have all used social media influencers to gain market share. In stark contract, brands who originally used other traditional methods to stay ahead such as Avon have fallen behind such as the reported 45.5 million bet loss for theJune 30 2017 quarter.Here we see how although influencer marketing is new in contrast to other advertising efforts, it’s an extremely powerful tool when mastered. McKinsey reports that marketing through influencers generates more than “twice the sales of paid advertising”.How to run a good influencer campaign?1) Consider allocating a budgetInfluencer Marketing began with contra arrangements – where brands were providing product in exchange for a post/mention or shout out. While a myriad of micro-influencers (influencers with smaller niche followings) are still engaging in contra arrangements, serious content creators and social media influencers with large followings and a good engagement rate are charging.Like you would to a sponsored Facebook ad or a radio mention, consider allocating a budget that will ensure you are able to work with an influencer who will fit your brand. Said influencer, if your campaign is effective, will spend much time creating content that will influence their audience and essentially provide you with greater brand recognitionand a conversion of sales.Travel influencer Jean Cheney of Traveling Honeybird uses a myriad of social media platforms and her own blog to curate interesting content for her audience. By using our Instagram Engagement Calculator we see that Jean has an engagement rate between 2-5% which is the ideal range, a good potion of likes and comments as per her Instagram following and content photography that is of value to a potential travel brand.2) Measuring Campaigns is the keyA plethora of international brands search for influencers through our Influencer Directory and once they make contact and create an Influencer Contract (also available through our automatic contract generator or a free influencer contract template here) it is their responsibility to track and measure each campaign to find what works for them.For medium-large brands a yearly budget is allocated to influencer campaigns and thus it is a marketer’s role to ensure this budget reaches as many people as possible.To track your influencer campaign, a simple excel or Google Drive spreadsheet will do where you should measure the:- Reach of an Influencer’s Post- Likes/Comments- How many estimate “follows” converted to your social page/s- If your website traffic increased?- If you saw an increase in sales?It is also estimated that an audience needs to see a brand a couple of times to consider that brand legitimate and thus considering working on multiple posts with each influencer rather than individual ones. This brings us to point 3…3) Foster relationships with influencersDon’t simply pay an influencer for a social media post and then forget about them. Create an agreement with that influencer that ensures they like/comment on your photos. Your influencer campaign should include individuals that genuinely like or show an interest in your product (otherwise their audience will see past the “advertisement”) and likewise you should show the same engagement back.Like/Comment on their photos, record their special events and birthdays and send them free product just “because” and ensure your brand is worthy of being spoken about outside of their social media circle.Customers will soon begin to see that although being paid and/or provided with product, they are only showcasing your brand because they truly use or love it.

WHAT IS INFLUENCER MARKETING? HOW TO RUN A GOOD INFLUENCER CAMPAIGN?Influencer marketing is a form of marketing that has generated immense popularity over the last 5 years where individuals who have an audience to speak to, promote brands by creating content and “influencing” buying decisions.Influencers have been mostly identified as individuals who have a high following on social media in a particular space such as lifestyle, fashion, beauty etc. These influencers work with brands by creating their own photography, videos or writing to influence their following to favour that particular brand whether it be by converting online sales, driving traffic into stores or simply growing brand recognition.Where do influencers share content?2018’s top social media sites that host such influencer content include Facebook, Youtube, Instagram, Twitter, Reddit as well as an influencer’s own website/blog. Below we’ve simplified the list of top 10 most popular social networking sites that have held longevity in the marketplace over the last few years and their monthly active users.Why is influencer marketing so big?According to Ad Week, influencers have created a “world of possibilities” for “visionary marketers” who are able to connect with consumers in a more organic way.Buyers look towards other buyers to “influence” their purchasing decisions – a new and refined version of the good ol’ “word of mouth”. Brands who have failed to embrace social media growth and essentially influencer marketing have suffered a loss of brand recognition and sales.An example would be the growth of beauty influencers across social media over the last few years who have brought new brands to the forefront including Anastasia Beverly Hills, Sephora, Too Faced, Urban Decay and Benefit Cosmeticswho have all used social media influencers to gain market share. In stark contract, brands who originally used other traditional methods to stay ahead such as Avon have fallen behind such as the reported 45.5 million bet loss for theJune 30 2017 quarter.Here we see how although influencer marketing is new in contrast to other advertising efforts, it’s an extremely powerful tool when mastered. McKinsey reports that marketing through influencers generates more than “twice the sales of paid advertising”.How to run a good influencer campaign?1) Consider allocating a budgetInfluencer Marketing began with contra arrangements – where brands were providing product in exchange for a post/mention or shout out. While a myriad of micro-influencers (influencers with smaller niche followings) are still engaging in contra arrangements, serious content creators and social media influencers with large followings and a good engagement rate are charging.Like you would to a sponsored Facebook ad or a radio mention, consider allocating a budget that will ensure you are able to work with an influencer who will fit your brand. Said influencer, if your campaign is effective, will spend much time creating content that will influence their audience and essentially provide you with greater brand recognition and a conversion of sales.Travel influencer Jean Cheney of Traveling Honeybird uses a myriad of social media platforms and her own blog to curate interesting content for her audience. By using our Instagram Engagement Calculator we see that Jean has an engagement rate between 2-5% which is the ideal range, a good potion of likes and comments as per her Instagram following and content photography that is of value to a potential travel brand.2) Measuring Campaigns is the keyA plethora of international brands search for influencers through our Influencer Directory and once they make contact and create an Influencer Contract (also available through our automatic contract generator or a free influencer contract template here) it is their responsibility to track and measure each campaign to find what works for them.For medium-large brands a yearly budget is allocated to influencer campaigns and thus it is a marketer’s role to ensure this budget reaches as many people as possible.To track your influencer campaign, a simple excel or Google Drive spreadsheet will do where you should measure the:- Reach of an Influencer’s Post- Likes/Comments- How many estimate “follows” converted to your social page/s- If your website traffic increased?- If you saw an increase in sales?It is also estimated that an audience needs to see a brand a couple of times to consider that brand legitimate and thus considering working on multiple posts with each influencer rather than individual ones. This brings us to point 3…3) Foster relationships with influencersDon’t simply pay an influencer for a social media post and then forget about them. Create an agreement with that influencer that ensures they like/comment on your photos. Your influencer campaign should include individuals that genuinely like or show an interest in your product (otherwise their audience will see past the “advertisement”) and likewise you should show the same engagement back.Like/Comment on their photos, record their special events and birthdays and send them free product just “because” and ensure your brand is worthy of being spoken about outside of their social media circle.Customers will soon begin to see that although being paid and/or provided with product, they are only showcasing your brand because they truly use or love it.