The editors of The BrainYard picked companies large and small that are exploring the potential of a unified social business strategy.
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When Red Robin introduced a new Tavern Burger product line in April, social collaboration technology Yammer proved to be an important part of refining the product and its delivery.
Using store manager discussions on the enterprise social network, internally branded Yummer, Red Robin was able to refine the recipes and the operational processes in the restaurants in about four weeks -- a process Laping estimates would have taken six to 18 months in the past. Without it, operations leaders would have been "scratching their heads" wondering why the product wasn't performing as expected, he said.
"Social is the biggest tool in our toolbox around effecting change in our organization," Laping said. In adopting Yammer, "part of the argument I made was 'I need this tool, my team needs this tool. I need a tool that will let me get out a message and get feedback immediately if assumptions aren't playing out right and we need to make modifications.'"