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Seven Point Strategy for Crossing the Chasm with SharePoint
Barry Jinks – Founder & CEO, Colligo
www.sharepointsummit.org
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Seven Point Strategy for Crossing the Chasm with SharePoint
Agenda• Engagement & Adoption in the Nexus of Forces• Adoption Research• 7 Point Strategy
www.sharepointsummit.org
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Seven Point Strategy for Crossing the Chasm with SharePoint
Gartner Nexus of Forces“Taken together [the four forces of mobile, social, cloud and information] are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.”
www.sharepointsummit.org
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Seven Point Strategy for Crossing the Chasm with SharePoint
People are at the Center
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Seven Point Strategy for Crossing the Chasm with SharePoint
But how do we get people to adopt new ways of working?
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Seven Point Strategy for Crossing the Chasm with SharePoint
The Diffusion Process1950’s: Post-WWII Research on Technology Adoption by Farmers in Iowa
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Seven Point Strategy for Crossing the Chasm with SharePoint
Primary Findings• Distinct stages in the technology
adoption process• People trust different sources of
information at each stage• Different people adopt technology at
different stages depending on their personal and social characteristics
www.sharepointsummit.org
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Seven Point Strategy for Crossing the Chasm with SharePoint
Adoption Process From: “The Diffusion Process” - By George M. Beal and Joe M. Bohlen
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Seven Point Strategy for Crossing the Chasm with SharePoint
Technology Adoption Curve
From: “The Diffusion Process” - By George M. Beal and Joe M. Bohlen
www.sharepointsummit.org
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Seven Point Strategy for Crossing the Chasm with SharePoint
1990’sEnter Geoffrey Moore
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Seven Point Strategy for Crossing the Chasm with SharePoint
Disruptive Technology Adoption“A disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier technology.”
- Wikipedia
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Adoption Curve for Disruptive Innovations
Seven Point Strategy for Crossing the Chasm with SharePoint
Changing work processes with social tools like SharePoint is like a disruptive innovation to the workforce
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2011Moore Introduces “Systems of Engagement”
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
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From: “Systems of Engagement and The Future of Enterprise IT A Sea Change in Enterprise IT” - Geoffrey Moore, 2011
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User Adoption Not as High as Expected in SharePoint-land… but Why?
15Source: Colligo survey of 750 IT professionals
Seven Point Strategy for Crossing the Chasm with SharePoint
Not at all satisfied Not satisfied Somewhat satisfied Satisfied Very satisfied Don’t know0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
How satisfied are you with the level of user adoption of SharePoint in your organization?
Only 48%Are satisfiedwith the level
of user adoption
MPS Partners Survey 2012/2013“Current Trends in SharePoint
Adoption”
2012 AIIM Survey“The SharePoint Puzzle: Adding the
Missing Pieces”
www.sharepointsummit.org
Scenarios Where SharePoint Adoption Can Be Problematic
• Email Management• Attachment Management• Personal Document Management• Mobile Document Management• Document Collaboration
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
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Manufac
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Accountin
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ce
Legal/
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5.0
2.75
3.243.383.293.483.53.553.553.643.76
3.974.31
How commonly is SharePoint used in each of the following departments within your organization?
Source: Colligo survey of 750
IT professionals
Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
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Manufac
turing
Accountin
g and Finan
ce
Legal/
Admin/Complia
nceSale
sOther
Engineerin
g
Marketi
ng
Manag
emen
t/Exe
cutiv
e
Service
s/Consu
lting
Operatio
ns
Projec
t Man
agem
ent
IT/Technica
l0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
2.75
3.243.383.293.483.53.553.553.643.76
3.974.31
How commonly is SharePoint used in each of the following departments within your organization?
Source: Colligo survey of 750
IT professionals
Mapping SharePoint
Adoption onto the
Technology Adoption
Curve
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And Now the Seven Points
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1. Target UsersGain a deep understanding of each target persona, including how they do their jobs now and how they will interact with the system once it’s deployed.
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
2. Compelling Reason to Adopt
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Build a value proposition for each target user that answers the question, “What’s in it for me?” Using “day in the life” before and after scenarios can help to crystallize this.
Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
3. Whole SolutionEnsure that all elements of the solution are in place and able to deliver on the compelling reason to adopt, so the target users readily adopt the ECM solution.
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
4. Roll-OutDevelop a deployment strategy and plan that focuses on communication and incorporates extensive user feedback into the process.
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
5. CostUnderstand the real cost to the user of adopting the system. Ensure that the value delivered exceeds the cost to the user.
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
6. CompetitionUnderstand the alternatives that the target users have if they choose not to adopt the new solution. How much support is there from management to work through problems in the initial phases?
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
7. PositioningBuild and deliver messaging around the solution that communicates what the system is, who it’s targeted at, the benefits it brings and how it differs from the old ways of working.
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Seven Point Strategy for Crossing the Chasm with SharePoint
www.sharepointsummit.org
Summary1. Target users2. Compelling reason to adopt3. Whole solution4. Roll-out5. Cost6. Competition7. Positioning
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Seven Point Strategy for Crossing the Chasm with SharePoint