What is an engagement lifecycle, and why does it matter? Pre-engagement, Rollout. and Re-engagement How to focus collaboration efforts: Are you actively engaging, or passively hoping? What’s in it for THEM? What are the jobs to be done for collaboration… and beyond collaboration? 30 Minute Engagement Consultation: http://bit.ly/engagementstrategy

1. Successful Collaboration
Engagement Lifecycles
Presented by:
Dan Keldsen from
www.InformationArchitected.com
Hosted by:
www.Hoooley.com

2. About Dan Keldsen
Expertise:
Content/Knowledge Mgmt
Enterprise 2.0/Web 2.0
Employee Engagement
Innovation
Professional Background:
Information Architected:
Principal Consultant &
Chief Innovation Officer
AIIM International:
Director, Market Intelligence Unit
Delphi Group/Perot Systems:
Senior analyst, Consultant and CTO

3. What We’ll Cover
What is an engagement lifecycle, and why does it
matter?
Engagement Lifecycle is:
Pre-engagement
Rollout
Re-engagement
How to focus collaboration efforts:
Are you actively engaging, or passively hoping?
What’s in it for THEM?
What are the jobs to be done for collaboration… and
beyond collaboration?

4. Planning the Strategy
Successful
Collaboration
Pre- Re-
Engagement Engagement
Roll-out Source: Information Architected

5. Engagement Lifecycle
Re- Pre-
engagement engagement
Successful
Collaboration
Rollout Source: Information Architected

6. Here’s a Major Problem
9 times out of 10, this is THE problem

7. If you’re a manager or
executive
Trying to “make collaboration” happen

8. Or an employee
Who’s being told to “collaborate”

9. You’re probably either…

10. Forcing

11. Or

12. Wishing

13. You can’t simply “launch”
a collaboration effort
And expect people will figure out how to
effectively collaborate by themselves…

14. We’ve Been Doing it Wrong…

15. A Real-world Example
Of engagement techniques THAT WORK

16. Which of these options
gets people to take action?

17. In a study of 3
randomized groups…
Among 61,000,000 (61 million)
Facebookers…Which group VOTED at
the highest rate of participation…

18. Option #1
“I Voted” posts on Facebook timeline,
a counter with # of people who voted…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

19. Option #2
“I Voted” posts on Facebook timeline, counter w/number of
people who voted, up to 6 pictures of friends who voted…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

20. Option #3
No advertisement at all.
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

21. What’s your guess on the
largest impact?

22. Not Options #3 or #1
No advertisement at all had the same affect
as the call to action that was simply a raw
count of those who clicked “I Voted”
???
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

23. Option #2 Used Social Proof
Of “people like me” (your friends) – and is
estimated to have influenced another
60,000 people to vote on election day
AND…
Wait for it…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

24. Option #2 Used Social Proof
“Social contagion” (positive peer pressure)
beyond those 60,000 voters…
Are estimated to have spread to an
additional 280,000 more voters, for a total
of 340,000 additional votes.
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-
voting-spending-and-other-behavior/

25. The Lesson?
#1 Safety in Numbers &
Friends.
#2 Networks Magnify.
We will follow our peers and
“go with the flow” more often than we will
be “the crazy one” - so…

26. Start a Movement
Source: http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html

28. Why?

29. Roughly 97.5% of any
given crowd
Doesn’t want to be the first to try
something.

30. Bonus Content: See video of 2009 E2.0 Keynote
presentation at http://bit.ly/r7sfMD

31. Step One:
Begin at the Beginning
Seriously.

32. If you’re asking
people to
“collabor ate” – what
would the y normally
do if they weren’t
asked to
collaborate?

33. What they do NOW
Is your competition
for the change you want

34. Croc Brain is Picky
( It will ignore you if possible )
Source: Pitch Anything by Oren Klaff

35. Engagement is a CYCLE
If you assume that “doing
collaboration” is a one-
time “launch” or “roll-out”
event, it is VERY unlikely
that your collaboration
initiative will work for the
long-term.

36. 3 Key Stages in the Lifecycle
Enthusiast
Mastery
Regular
Habit-Building
Source: Amy Jo Kim
Newbie
Onboarding

37. Photo source: www.twitterbootcamp.net
We all start..
...As newbies
How are you bringing the
97.5% along for the ride?
They may not even know
what a CAR is yet.
Let alone the rules of the
road.
How to fill the tank, etc.

38. Lower the bar
Photo source: http://www.schoolofunlearning.com/lower-the-bar
Make it so easy for
people to get
started, that they
cannot fail.
Lower the bar so low
that they can walk
over it.
MAKE THEIR WORK
EASIER TO DO

39. Pre-Engagement Questions to Ask
(What Jobs are they Trying to Do?)
Interview Questions:
• What is the problem you are working on?
• Why do you care about it?
• What is the process you use to solve that problem?
• What alternatives do you consider?
• Why do you select the option you select?
• What do you like about the option? What don’t you
like?
• What frustrates you when you are trying to solve this
problem?

40. Engagement Questions You Need to
Have Answered for Roll-out
• What’s the context?
• What are we collaborating on?
• Who has access?
• Where’s my old stuff? Do I have to move it?
• Is this an empty library and we have to figure it out?
• Is there content or conversations that should NOT go
in here? If so, where do they go?
• Why should I use this system vs. something else?
• Does anyone own this?
• Who do I ask for questions?
• Is there training?

41. Innovators to Naysayers
Who to interview, and what to ask

42. See Article on InformationWeek:
“3 Ways to Turn E2.0 Laggards into Fans” http://bit.ly/engagementinterviews
3 Waves of Interviews
You're going to want to talk with five to 10
people at least, individually, in each
experiment, to get enough information to
draw conclusions.

43. Experiment No. 1:
Innovators
Find the people in your organization who are already in
love with Enterprise 2.0, social business, or whatever
term has some positive association for them.

44. Experiment No. 2: 2nd Wave
Have the innovators/evangelists point out the people
they've excited (by mentoring, coaching, or cajoling) into
at least being interested in this movement, and repeat
the prior questions to that second group of people.

45. Experiment No. 3:
Naysayers
Last but most important, find the people everyone
knows absolutely despise everything about this
Enterprise 2.0/social business movement, and ask them
what they despise the most.
Seriously, you want specifics.

46. Don’t Make Them Think
USERS shouldn’t have How?
to figure out HOW or Find their “jobs to be
WHY to collaborate done”
The tasks, workload,
YOU should enable etc., that they have to
them to deal with on a regular
SPECIFICALLY basis
collaborate in areas Set them up for success
they WANT TO – as quickly and
easily as possible

47. Understand your audience
so well
That when you deliver what makes their lives easier,
they salivate…
And more importantly, their PEERS want to be NEXT.

48. Engagement Lifecycle
Re- Pre-
engagement engagement
Successful
Collaboration
Rollout Source: Information Architected

49. Feedback Feeds Forward
So Get Out of Your Cube and
Get to Know Your People and
Turn on the Engagement Loop!
Photo credit: http://www.flickr.com/photos/sundazed/1450388845/

50. Questions or Comments?
Dan Keldsen, President
dk@InformationArchitected.com
Twitter: @dankeldsen
617-933-9655
855-GO-INNOVATE
855-464-6668
30 Minute Engagement Consultation:
http://bit.ly/engagementstrategy