Enterprise social initiatives: Developing Interactions for Common User Types
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There is a big difference in how different demographics interact with corporate intranets, even more so with corporate social applications. Despite this fact most corporate intranets and social initiatives are developed with the perspective that all employees will interact with the application in the same way. This can result in low user adoption and participation leading to employee disengagement. Companies can solve this problem by developing applications that enable people to interact in a natural way. Forrester put extensive work into understanding how people participate in social technology. In the Groundswell, they identify Six Social Technographic profiles. In this deck we review the six types of user and provide strategies for engaging these employees on your corporate intranet.
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Enterprise social initiatives: Developing Interactions for Common User Types
- 1. USER TYPES USE R PARTICIPA TION C R E ATORS TION R S USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S A TION USE R PARTICIPA TION C R E ATORS USE R PARTICIPA TION S P EC TATOR S USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPA TION C RITICS USE R PARTICIPA TION C R E ATORS USE R PARTICIPA TION S P EC TATOR S USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPA TION C RITICS USE R PARTICIPA TION C R E ATORS USE R PARTICIPA TION S P EC TATOR S USE R P JO USE R PARTICIPA TION INACTIVES USE R P C O L USE R PARTICIPA TION C RITICS USE R PARTICIPA TION C R E ATORS USE R PARTICIPA TION S P EC TATOR S USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPA TION C RITICS USE R PARTICIPA TION C R E ATORS USE R PARTICIPA TION S P EC TATOR S USE R J USE R PARTICIPA TION INACTIVES USE R C O USE R PARTICIPA TION C RITICS
- 2. Different people participate online in different ways. Simple to say, harder to put into practice on your intranet. Yet the high cost of disengaged employees and the benefits of a fully engaged and focused workforce make creating a space that enables people to interact in a natural way make this a problem worth addressing. Forrester put extensive work into understanding how people participate in social technology. In the Groundswell, they identify Six Social Technographic profiles. These six groups of people interact with your intranet in very different ways. If you have not built in ways for each group to participate, you will lose that group. INTRODUCTION
- 4. USE R PARTICIPA TIONC R E ATORS USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPATION C R E ATORS USE R PARTICIPA TION USE R PARTICIPA TION USE R PARTICIPA TION USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPA TION C RITICS CREATORS Creators like to publish pictures, videos, blog posts, status updates and have a profile that looks like a life story. HOW TO ENGAGE Creators can be your biggest asset. Fresh content drives participation and interest from the entire company. Work with HR and marketing to find what kind of information needs to be communicated throughout the company. Recruit creators to be your corporate journalists, documenting the cool new things that their department is doing. Enlist their help in creating training videos and spreading the word of new programs and benefits. CRITICS Critics like to engage with the content the creators publish. They like to comment, click on the “like” or “thumbs up” button, they will chat in forums and wikis. Note: A critic is not necessarily critical, they like to make positive comments as often as negative ones! HOW TO ENGAGE Critics can be great Q&A and support resources, answering questions posed by other employees. They will gladly help the new hires find their way in their new positions. Provide them with a platform to contribute and they’ll become a valued resource.
- 5. USE R PARTICIPA TION JOINERS USE R PARTICIPA TION C O LLECTOR S USE R PARTICIPA TION JOINERS USE R PARTICIPATION C O LLECTOR S COLLECTORS Collectors love to categorize and assemble. In the consumer world they publish lists of the best websites, the best apps and the best books. HOW TO ENGAGE Collectors are an intranet managers best friend. They will aggregate all the content related to specific topics and make it easier for others to know where to go when they have a need. Give them the ability to create, name and publish lists and they will organize your intranet’s myriad of data for you. JOINERS Joiners like the social part of the social network. They create a custom profile and follow people and groups. HOW TO ENGAGE Joiners need a space to customize and call their own and a way to share what they are up to. It may look like wasted time but strong connections can be forged when joiners have the ability to socialize for the sake of being social
- 6. R E ATO USE R PARTICIPA TION S P EC TATOR S USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES LLECT C RITIC USE R PARTICIPATION C R E ATORS USE R PARTICIPA TION JOINERS USE R PARTICIPA TION INACTIVES USE R PARTICIPA TION C O LLECTOR S SPECTATORS Spectators watch. They don’t produce, they consume. HOW TO ENGAGE Give others a place to generate content and the spectators will consume it. In the process they will learn more about your company and processes. INACTIVES Inactives don’t want to participate in any way. They work on documents on their desktop instead of in collaboration spaces and they constantly ask people to send them resources that are readily available on the intranet. HOW TO ENGAGE Not everyone will participate in an intranet readily, give them space to work the way they prefer to work. Recognizing who these people are. Slowly introduce them to ways they can get their job done faster using the intranet. You will have a better chance of making a convert.
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