If You Build it, Will They Come?
Debunking the Myths of Social Software Adoption

Suzanne LivingstonSenior Product Manager, IBM Connections@suzielivingston

Chris Cooper, IBMSocial Software Consultant, IBM

Special thanks to Joyce Davis
IBM Community Manager
@jadintx

The software is so intuitive, employees will just know how to use it.

This is Joyce's shoe. :-)

Myth: The software is so intuitive, employees will just know how to use it.

Reality: Every piece of social software works differently, and people expect what they are familiar with

What can you do to provide continual education?Onboarding new usersTutorials with relevant examples

Seed contentActivity templates

Communities

Wikis

Champions who can welcome and help new members

Offer education with every new release

But we already have some really enthusiastic users. This is going to be easy.

http://www.flickr.com/photos/rasmin/3484200308/sizes/l/in/photolist-6iTrn7-6pu1QM-6vfcLt-6AbJYU-6EPDjC-6N4k8b-7nmJyh-7q1BQr-7w1hLA-fGCPzU-fGmg42-fGCPDU-fGmftc-fGmg7i-fGmfbP-fGCPpq-fGmff8-fGmfUe-fGmfN2-fGCPYC-fGCQr5-fGCQfq-fGCPSj-fGmfBn-fGmfqi-fGmfvz-fGmfJv-fGmfRe-fGCQuJ-8UnyZR-8Unzda-8UqDdU-8Unzer-8UqDfh-8UqD8d-8UqDaE-8Unz5M-8Unz3v-fhapYd-fhaqmJ-fhapV7-fhaqgb-fgVbgi-fhapSJ-fgVbkH-fgVbbK-fhaqeh-fhaq9h-fhaq4L-fhaqrw-fgVbxK/

Myth: But we already have some really enthusiastic users. This is going to be easy.

Reality: Don't be misled into thinking that with small numbers of Enthusiasts and Visionaries on board the job is nearly done.

What can you do to get the Pragmatists on board?Identify use cases that make a difference in their everyday work

Create content that delivers immediate value

Provide integration with tools they use every day

We can use ABC Co's Adoption Strategy.

http://www.flickr.com/photos/38605609@N02/7463752198/sizes/h/in/photolist-cnxFuJ-9jsCdm-9jsbaG-9jpfPP-9hBGN2-9jpZuH-9hEyno-9jAcSo-9jxwLe-7KizB1-aDDyLT-aDHpq3-97gGcY-a7VCyJ-a7VCYs-a7VDo7-9gzHGW-dX5PxE-dX5PAY-dWZaNK-dWZa5c-dWZaMV-dWZao8-dWZb9V-dX5Qdq-dX5QhJ-dWZafT-dWZacX-dX5PAy-dWZb86-aeWAUi-cuTA2b-7RXLgA-e1qWBK-e1r4xB-e1qWNv-e1qWAx-e1qWCF-e1wBpG-dYzA6Z-dTA8RC-7RXLUw-7RYMxz-7S335j-7RUydH-7RUx5V-7RUwtv-7RUwGk-9fCucw-gnFaoP-gnGxgN/

Myth: We can use ABC Co's Adoption Strategy.

Reality: What worked for them will not necessarily work for youAdoption plans should reflect context in addition to content

Context includes your business environment, culture, adaptiveness, ability to change, willingness to change, and timing

What should you learn from another company's adoption plan?Tactical ideas for onboarding (i.e. workshops, online education)

Tactical ideas for executive adoption/sponsorship

Business metrics that are similar to your needs (i.e. how they calculate customer satisfaction)

Refrain from comparing yourself to another company's adoption with regard toHow long it took them

The numbers and percents adopted by when

We want to prove social works in IT first, then we'll show it to the LoB.

http://www.flickr.com/photos/15545136@N06/11822380533/sizes/o/in/photolist-j1GMR8-7Gastm-7Gaqoo-fBWA8T-9Da9fF-9DNKHg-dii3Jk-b6yUYk-gnGGFB-bxYjPF-b6yS2X-bkKRu9-aDLoNU-9WeUbo-dRSGMp-e2vM5o-9MCiyJ-9DdiXo-bn8oqE-9Dd9Dh-aEcLAv-bk4hBm-9DacNx/

Myth: We want to prove social works in IT first, then we'll show it to the LoB.

Reality: The LoB should be involved right from the start

LoB use cases will provide the best prospects for demonstrating value

Non-IT functions such as Communications, HR, Training should be part of the Adoption project team from the start (and often lead it)

Visible support from LoB leadership is a powerful aid to gaining employee buy-in

LoB understanding of organization and cultural challenges can be a powerful aid to getting the launch strategy right

It's not critical for executives to participate since they're so busy.

http://www.flickr.com/photos/54450095@N05/6629589969/in/photolist-b6Qo8k-5U2NAT-6sUMrS-8F3qrq-8U2B2v-drWKFt-72SAYr-8XSJbv-8m7vAA-aBcfsM-9b32GM-95qvZs-bPfq1K-bAkLaC-bAkLfb-bPfpWD-9mR19i-bAkEX3-bAkF6G-bPfjCH-bPfjN6-5u18Ud-fvUDcg-69HpG5-edLav9-g6Ph9K-x1dPa-6v7E5-8KTWuR-bxnNF6-bpevxk-8cK9KX-eQma57-qgjN-dPxa3n-dPxa3Z-8vCtna-8vFupE-8vFtsL-8vFtXN-8vCtUv-8vCsvR-8vCs1V-8vFtkE-6TrYjs-ahSZCs-4g2Kna-7GMZTi-6fK6bn-bBy9tS-g6P66x

Myth: It's not critical for executives to participate, since they're so busy.

Reality: High level buy-in is critical to social software adoption successGain upper management support for the adoption strategy earlyClearly articulate how use of social software positively impacts organizational goals

Have organizational leaders communicate key social software initiatives

Involvement of leaders sanctions employees time using the tools

Transition existing communications and processes to the social platforme.x. Organizational emails & tracking required employee actions

Assign a social coach to executives

Provide quick and simple examples of how executives can participate dailye.x. customer wins as status updates & respond to or like others' comments

We are going to create a pilot group by nominating 25 users from each division.

http://www.flickr.com/photos/karasiak/2513051921/sizes/l/in/photolist-4Q53Mp-4S92xp-4UApmR-4XdAZf-56uPxF-58mbb1-5p5Zao-5pB78Q-5urDTd-5AAK6B-5BKYsK-5GQtY1-6fCX6T-6kqAMW-6kWKg8-6kWL36-6ty2eo-6uhSs8-6ys4yK-6FNgFa-6Wpe6n-6ZDdEK-7bQkyE-7bRnCg-7eEJmr-7FXr5A-dQhBFu-djpZ1N-7BU4nF-aGXrbT-azbJXB-95uxAe-95uvZK-95xzyw-95xzSo-8weFRy-8wbEVB-8wbESr-95xzNf-cnZ1zu-bPmjoD-bArMsf-bPmst4-bArJDA-bArG5J-bArHsA-bPmpLP-9yiVpC-7BnS7u-djq124-9wu4ub/

Myth: We are going to create a pilot group by nominating 25 users from each division.

Reality: Pilot or launch groups must be made up of users who have a need to interact and collaborate

Arbitrary selection of, say, 25 users could cut across a community or skills group and greatly limit adoption of the tools

Always allow scope for more users to opt in to any pilot or launch group so that viral growth in participation is supported

Adopter groups should be chosen based on use cases, not on organization structure

As long as people participate, we can get by without having a community manager.

Picture of conductor:http://www.flickr.com/photos/88781579@N05/8098008837/in/photolist-dkApU2-cVFCHY-6khq42-n4ZLz-BSmz9-64KBok-avVR2T-bGW2Dt-7HzADW-bu2eKf-b6zJ5Z-52C5eC-87tcgZ-8akMVc-du6mAy-7NQML9-514RxT-4FVuVG-4ABYyq-r6srn-6V3cvd-RHNpK-afU5H5-6qXUq5-6qXVmY-7QgndY-6yo7uA-7QcAJa-7QfW1s-7Qgn1Q-6LQzGb-84sr7j-84pnwt-7Y1bKA-3yJfX-GELvc-84sreC-djyMp8-5pM41R-6BR2Ar-3P1KUN-6yvfgs-6yvcrf-biVY4g-6yvehJ-6Sgmk9-6yr3D8-6m3Wsq-aDszTQ-ahZ41g-7H8MG

Myth: As long as people participate, we can get by without having a community manager.

Reality: A community manager orchestrates participation

Community managers are central to long term adoption. They:Lead creation of the community charter and maintain it over time

Build relationships with and among community members understand needs and connect experts

Ensure an appropriate content plan

Engage community members

Encourage timely and ongoing communication

Keep a pulse on the health of the community

Address issues (content, technical, relationship, communication)

Role of the adoption manager and leader are also growing and critical

Make the distinction between individual community manager and an adoption project manager or adoption leader

Training is about tool functionality.

http://www.flickr.com/photos/mythoto/6602058561/sizes/o/in/photolist-b4pgZT-ciMm1h-asFU9F-h19WrN-7XVAbT-9pQzKY-a5PAmL-a5LHnn-csctQu-c17egE-dvzT9f-a5PAuU-a5LK54-9NcgEi-8DiwUK-bqjwS7-eCAkmX-e8TLTR-h6MJDc-8ZxKs3-apdrrN-9jgrV7-efoWfy-b8L3PZ-9xUkY2-eYxFFQ-fhgDis-9AsxnE-bqbvfX-bqbv64-7GMA42/

Myth: Training is about tool functionality.

Reality: Education materials and user training needs to include functionality, but it should also provide context and good practice guidance

Put the training in context based on identified use cases

How can each tool help users in their everyday work?

How is the organization looking to change and how do the tools align with that?

Policies e.g. sharing sensitive information, positioning relative to existing tools...

Practical hints and tips for getting started

After the initial launch, this shouldn't require much work to keep going.

http://www.flickr.com/photos/twm_news/9608471802/sizes/l/in/photolist-fD4VUW-9oApTf-eR3bej-8pkqfY-8pkqtm-5h8yGq-4idC8u-e2L4yF-e2RHEW-e2RHAw-dKffdM-8phfdx-e2L4AX-7vsXjD-dKdtjZ-4zzTme-946Kq1-dm4fXU-8pkqDf-8pkqQQ-dm4fUm-8pkrdy-8pheKV-4i8Le8-8phg36-8pkpL3-8pkqJb-dp3gs1-eQQMzv-eR39Um-5BGAm6-eR39TN-d6Het5-dBERef-e9Ud31-e9xiRV-8wBSBJ-fa4d1T-fa4cWK-adnSxj-e8EoUh-8wBSHJ-fairE9-8wBSEh-4zzTdR-8wBSwd-4i7sip-dm4fL9-8wBSCQ-e8Em17-4ibmAW/

Myth: After the initial launch, this shouldn't require much work to keep going.

Reality: What works today will not work tomorrow.Adoption is an ongoing process, with constantly new people, tools, ideas, and education

Initial success does not mean future success. Initial failure does not mean permanent failure.

What helps sustain momentum?Constant success sharing

Ambassador program (e.g. IBM Digital IBMer Community)

Community management

Member recognition

Progress reporting

Usage = Business Value.

http://www.flickr.com/photos/massimo_riserbo/8128327692/sizes/o/in/photolist-dogNCU-8YhbJN-8YhbPU-dBnVUi-b117jV-98m9sG-98hZhe-doznfB/

Myth: Usage = Business Value

Reality: Increasing user visits and contributions are necessary and important indicators of adoption, especially in the first few months. However these don't relate directly to business value

Seek direct feedback from users:Are the tools helping you to find expertise more easily?

Are they helping you to find information?

Do you feel more engaged in discussions about strategy and new initiatives?

In the long term would any business measures be expected to show improvement?Are you targeting reduced travel costs?

Are new products brought to market more quickly?

Is there wider sharing of and learning from customer experiences?

Do you run an employee climate survey does it show improved employee engagement?

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