Michael Sampson's presentation on encouraging user adoption of IBM Connections and other social software tools from STS's luncheon.

1. 5/1/12
User
Adop.on
Strategies
for
CIOs
and
IT
Managers
Michael
Sampson
1
2
3
4
Agenda—The
Four
S’s
1

2. 5/1/12
1
Examine
the
…
Situa.on
2
Consider
various
…
Strategies
2

3. 5/1/12
3
Look
at
the
…
Survey
Results
4
Share
some
…
Experiences
3

4. 5/1/12
Where
am
I
coming
from?
• Collabora.on
Strategist
– Author
– Workshop
Leader
– Analyst
• Work
with
end-­‐user
organiza.ons
• Strategies
for
Making
Collabora5on
Work
– Culture
– Governance
– Adop.on
Clients,
workshops,
and
seminars
around
the
world
4

5. 5/1/12
Speaker
at
conferences
on
making
collabora.on
work
Book:
SharePoint
Roadmap
• SharePoint
Roadmap
for
Collabora.on
book
• How
to
do
“the
business
stuff”
with
SharePoint
– Governance
– Engagement
– User
Adop.on
– Quick
Start
michaelsampson.net/sharepointroadmap.html
5

6. 5/1/12
Book:
Collabora.on
Roadmap
• Collabora.on
Roadmap
–
You’ve
Got
the
Technology—Now
What?
• Doing
“the
business
stuff”
– Technology
– Governance
– Engagement
– User
Adop.on
michaelsampson.net/collabora.onroadmap.html
Book:
User
Adop.on
Strategies
(2nd
Ed)
• User
adop.on
is
the
#1
challenge
with
collabora.on
tools
and
approaches
– Theory
– Framework
– Prac.cal
Strategies
– Developing
an
Approach
• Due
May
2012
michaelsampson.net/useradop.on2.html
6

7. 5/1/12
1
Examine
the
…
Situa.on
Vendors
have
released
…
…
some
amazing
collabora.on
tools
IBM
Connec.ons
Microsoi
SharePoint
Jive
7

8. 5/1/12
Business
partners
are
…
…
ready
and
able
to
help
Significant
opportuni.es
are
…
…
available
to
forward-­‐thinking
firms
8

9. 5/1/12
Great
technology
is
NOT
enough
9

10. 5/1/12
Biggest
Impediment:
Lack
of
Understanding
• AIIM
study,
figure
10
AIIM
(2009)
90%
People,
10%
Technology
Business
driver
(the
why)
Product
Team
culture
Features
Interpersonal
trust
Interdependence
Incen.ves
Social
paoerns
www.netage.com
10

11. 5/1/12
Avoiding
Failure
vs.
Chasing
Success
AVOIDING
FAILURE
CHASING
SUCCESS
• Good
infrastructure
• Client
support
and
Business
• Responsive
applica.ons
acceptance
• Training
• Engagement
processes
• Branding
• Best
prac.ces
• User
manuals
• Communi.es
of
prac.ce
• Customer
service
Stephens
(2005)
How
IT
creates
business
value
IS/IT
conversion
process
IS/IT
use
process
Compe..ve
process
IS/IT
IS/IT
IS/IT
Organiza.onal
expenditure
assets
impacts
performance
IT
management/
Appropriate/
Compe..ve
posi.on/
conversion
process
inappropriate
use
compe..ve
dynamics
Ward
&
Daniel
(2006)
11

12. 5/1/12
Really
Understand
the
Technology
Outline
the
Vision
Accept
that
Technology
is
a
Small
Factor
in
Success
Determine
Your
Governance
Approach
Make
Every
Effort
to
Engage
the
Business
Apply
Inten.onal
Energy
to
Adop.on
Pursue
Increasing
Value
Really
Understand
the
Technology
Outline
the
Vision
Accept
that
Technology
is
a
Small
Factor
in
Success
Determine
Your
Governance
Approach
Make
Every
Effort
to
Engage
the
Business
Apply
Inten.onal
Energy
to
Adop.on
Pursue
Increasing
Value
12

13. 5/1/12
EXPLORING
1
Adop.on
doesn’t
just
happen
No
adop.on
=
No
value
Adop.on
strategy
=
Increasing
the
odds
of
value
Business
case
assumes
100%
adop.on.
Oops.
EXPLORING
2
Poor
adop.on
is
a
common
issue
13

14. 5/1/12
“The
hard
part
is
getng
people
to
use
it
in
a
way
which
makes
them
more
produc.ve.”
SharePoint
“The
hard
part
is
“There
are
getng
people
to
plenty
of
use
it
in
a
way
examples
of
which
makes
failed
social
them
more
soiware
produc.ve.”
projects.
Why
did
they
fail?
Because
they
were
not
embraced
by
users.”
SharePoint
Socialtext
14

15. 5/1/12
“The
hard
part
is
“There
are
“Administrators
getng
people
to
plenty
of
oien
find
it
use
it
in
a
way
examples
of
difficult
to
teach
which
makes
failed
social
business
users
them
more
soiware
how
new
tools
produc.ve.”
projects.
Why
can
help
them
in
did
they
fail?
their
work.
Because
they
People
are
busy,
were
not
and
scared.”
embraced
by
users.”
SharePoint
Socialtext
IBM
Connec.ons
EXPLORING
3
Adop.on
is
a
process,
not
an
event
15

16. 5/1/12
Four
Stage
Model
of
User
Adop.on
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
STAGE
1
Winning
Aoen.on
Stage
1.
Winning
Aoen.on
They
aren’t
interested
in
features
and
capabili.es
How
do
we
get
them
interested?
What
others
are
doing
16

17. 5/1/12
STAGE
1
STAGE
2
Winning
Cul.va.ng
Aoen.on
Basic
Concepts
Stage
2.
Cul.va.ng
Basic
Concepts
Explain
how
the
new
stuff
works
Train
how
to
use
it
Provide
grounding,
conceptual
understanding,
and
prac.cal
experience
STAGE
1
STAGE
2
STAGE
3
Winning
Cul.va.ng
Enlivening
Aoen.on
Basic
Applicability
Concepts
Stage
3.
Enlivening
Applicability
Explore
reasons
and
value
How
could
it
apply
to
their
work?
“me,
us,
my
group
and
team”
17

18. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Stage
4.
Making
It
Real
Make
it
real
and
personally
relevant
It’s
the
new
“now”
way
Don’t
shoot
yourself
in
the
foot
2
Consider
various
…
Strategies
18

19. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Stage
1.
Winning
Aoen.on
They
aren’t
interested
in
features
and
capabili.es
How
do
we
get
them
interested?
What
others
are
doing
Exemplar
Stories
• How
other
people
in
your
organiza.on
are
getng
value
and
benefit
• Real
people,
real
situa.ons
…
“social
proof”
• “I
want
that”
• On
intranet,
in
newsleoers
Stage
1.
Winning
Aoen.on
19

20. 5/1/12
Real-­‐to-­‐Life
Scenarios
• Narra.ve
scenarios
about
how
a
group
works
– “A
day
in
the
life
of
customer
services”
– “A
project
in
the
day
of
a
research
team”
• Shows
the
possibili.es
embedded
in
their
reality
• E.g.,
Seamless
Teamwork
– Team
project
scenario
with
SharePoint
(end-­‐to-­‐end)
Stage
1.
Winning
Aoen.on
Senior
Execu.ve
Support
• Senior
execu.ves
as
involved
as
others
– E.g.,
Senior
Execu.ve
Mee.ngs
– Execu.ve
Modeling
• Provides
environmental
context
– Helpful,
but
insufficient
to
drive
change
Stage
1.
Winning
Aoen.on
20

21. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Stage
2.
Cul.va.ng
Basic
Concepts
Explain
how
the
new
stuff
works
Train
how
to
use
it
Provide
grounding,
conceptual
understanding,
and
prac.cal
experience
Classroom
Training
• Teach
the
“what”
of
IBM
Connec.ons
(or
other
collabora.on
tool)
– Various
design
considera.ons
– Good
for
dense
concentra.ons
of
people
– Hands-­‐on
=
beoer
learning
Stage
2.
Cul.va.ng
Basic
Concepts
21

22. 5/1/12
Web-­‐Based
Training
• Live
webinars,
Recorded
webinars,
or
E-­‐learning
courseware
– Wide
geographical
coverage
without
travel
– Self-­‐paced
instruc.on
– Ease
of
upda.ng
with
new
material
Stage
2.
Cul.va.ng
Basic
Concepts
Pages
on
the
Intranet
• Help
pages
on
the
Intranet
– Usually
text
heavy,
can
include
screen
recordings
– Can
be
VERY
boring,
and
LACK
context
– Self-­‐paced
instruc.on
– Could
include
social
engagement
opportuni.es
Stage
2.
Cul.va.ng
Basic
Concepts
22

23. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Stage
3.
Enlivening
Applicability
Explore
reasons
and
value
How
could
it
apply
to
their
work?
“me,
us,
my
group
and
team”
Facilitated
Group
Re-­‐Imagining
• What
are
the
ac.vi.es
the
group
does
today?
– These
are
underpinned
by
assump.ons
about
technology
capability
sets
– BUT
…
these
have
changed
– So
what
now?
– How
can
we
re-­‐imagine
work?
Stage
3.
Enlivening
Applicability
23

24. 5/1/12
Sandbox
for
Experimenta.on
• A
place
to
play
and
try
things
out
– Less
about
“doing
business”
– More
about
“what
could
this
do
for
me
or
us?”
Stage
3.
Enlivening
Applicability
Easy
First
Steps
• Help
them
to
accomplish
the
first
things
– Setng
their
profile
– Uploading
a
picture
– Crea.ng
subscrip.ons
– Looking
at
the
various
places
– Subscribing
to
a
relevant
community
• Changes
it:
– from
“a
system
out
there”
– to
“something
I
am
involved
with”
Stage
3.
Enlivening
Applicability
24

25. 5/1/12
One-­‐to-­‐One
Coaching
• Observa.onal
learning
about
current
work
prac.ce
• In-­‐situ
recommenda.ons
or
ideas:
– “Did
you
know
you
could
…”
– “Have
you
tried
doing
it
this
way
…”
– “Why
are
you
clicking
into
there?”
• Also
called
“Over-­‐the-­‐shoulder
watching”
Stage
3.
Enlivening
Applicability
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Stage
4.
Making
It
Real
Make
it
real
and
personally
relevant
It’s
the
new
“now”
way
Don’t
shoot
yourself
in
the
foot
25

26. 5/1/12
Stop
Doing,
Start
Doing
Paoerns
• A
mini-­‐ac.vity
or
set
of
sequences
for
a
group
– Frequently
repeated,
well
embedded
– A
way
of
encapsula.ng
the
transi.on
from
the
old
to
the
new
• Document
reviews
• Discussions
• Finding
exper.se
– Accountability
lever
Stage
4.
Making
It
Real
Internal
User
Group
• Internal
group
made
up
of
suppor.ve
individuals
– Focus
is
on
doing
work
beoer
with
the
new
stuff
– Discussions,
Asking
ques.ons,
Finding
exper.se,
Moaning
together
Stage
4.
Making
It
Real
26

27. 5/1/12
Zero
Other
Op.ons
• Treat
the
new
system
as
the
place
of
work
– Post
the
mee.ng
notes
– Upload
the
latest
document
version
– Keep
team
member
details
– “We
do
work
in
here”
• Don’t
make
excep.ons
for
people
Stage
4.
Making
It
Real
3
Look
at
the
…
Survey
Results
27

28. 5/1/12
Total
Respondents
186
IBM
Connec.ons
59
Less
than
100
15.3%
101
to
500
8.5%
IBM
Connec5ons
501
to
1000
respondents
8.5%
1001
to
5000
15.5%
5001
to
10000
5.1%
Over
10000
47.5%
28

29. 5/1/12
Use
IBM
Connec.ons
(59)
Use
1
IBM
Connec.ons
(59)
29

30. 5/1/12
Use
2
1
IBM
Connec.ons
(59)
Use
3
2
1
IBM
Connec.ons
(59)
30

31. 5/1/12
Use
4
3
2
1
IBM
Connec.ons
(59)
Use
4
3
2
1
5
IBM
Connec.ons
(59)
31

32. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
Web-­‐Based
Embedded
Internal
Sponsorship
Training
Champion
User
Group
One-­‐to-­‐One
Coaching
Easy
First
Steps
IBM
Connec.ons—Use
of
the
Strategies
Effec.veness
IBM
Connec.ons
(59)
32

33. 5/1/12
Effec.veness
1
IBM
Connec.ons
(59)
2
Effec.veness
1
IBM
Connec.ons
(59)
33

34. 5/1/12
2
Effec.veness
3
1
IBM
Connec.ons
(59)
2
Effec.veness
3
1
4
IBM
Connec.ons
(59)
34

35. 5/1/12
2
Effec.veness
3
1
4
5
IBM
Connec.ons
(59)
2
Effec.veness
3
1
4
6
5
IBM
Connec.ons
(59)
35

36. 5/1/12
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
One-­‐to-­‐One
Stop
Doing,
Sponsorship
Coaching
Start
Doing
PaSerns
Real-­‐to-­‐Life
Embedded
Scenarios
Champion
Easy
First
Steps
IBM
Connec.ons—Effec.veness
Execu.ve
Sponsorship
Embedded
Champion
Easy
First
Steps
36

37. 5/1/12
Execu.ve
One-­‐to-­‐One
Sponsorship
Coaching
Embedded
Real-­‐to-­‐Life
Champion
Scenarios
Easy
First
Steps
Stop
Doing,
Start
Doing
Paoerns
Total
Respondents
186
Microsoi
SharePoint
105
37

38. 5/1/12
Employees
SharePoint
Respondents
(105)
Use
SharePoint
Respondents
(105)
38

39. 5/1/12
Use
1
SharePoint
Respondents
(105)
Use
2
1
SharePoint
Respondents
(105)
39

40. 5/1/12
Use
3=
2
1
3=
3=
SharePoint
Respondents
(105)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
Pages
on
the
Embedded
Sponsorship
Intranet
Champion
Classroom
Training
Web-­‐Based
Training
SharePoint—Use
of
the
Strategies
40

41. 5/1/12
Effec.veness
SharePoint
Respondents
(105)
Effec.veness
1
SharePoint
Respondents
(105)
41

42. 5/1/12
Effec.veness
1
2
SharePoint
Respondents
(105)
Effec.veness
1
3
2
SharePoint
Respondents
(105)
42

43. 5/1/12
Effec.veness
1
3
2
4
SharePoint
Respondents
(105)
Effec.veness
1
3
2
5
4
SharePoint
Respondents
(105)
43

44. 5/1/12
Effec.veness
1
3
6
2
5
4
SharePoint
Respondents
(105)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
One-­‐to-­‐One
Internal
User
Sponsorship
Coaching
Group
Real-­‐to-­‐Life
Embedded
Scenarios
Champion
Easy
First
Steps
SharePoint—Effec.veness
44

45. 5/1/12
Execu.ve
Sponsorship
Embedded
Champion
Execu.ve
One-­‐to-­‐One
Coaching
Sponsorship
Easy
First
Steps
Embedded
Champion
Real-­‐to-­‐Life
Scenarios
Internal
User
Group
45

46. 5/1/12
4
Share
some
…
Experiences
CASE
1
The
Retail
Firm
46

47. 5/1/12
Home
improvement
company
250,000
employees
1750
stores
in
US,
Mexico,
and
Canada
(2010)
US$50
Billion
Revenue
Aim:
improve
processes
47

48. 5/1/12
Aim:
to
bring
people
together
E.g.,
2-­‐3
kitchen
specialists—different
stores,
different
shiis
Early
Adop.on
Work
(mid-­‐2010)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
Sponsorship
Real-­‐to-­‐Life
Scenarios
48

49. 5/1/12
“…
viral
adop.on
did
not
work”
People
need
a
level
of
competence
to
see
possibili.es
for
viral
adop.on
to
work
Early
Adop.on
Work
(late-­‐2010)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
Sponsorship
Sign-­‐off
to
Proceed
Community
Managers
Embedded
Champions
49

50. 5/1/12
Adop.on
Work
(mid-­‐2011)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Exemplar
Stories
The
case
of
the
Teflon
Paint
Tray
=$1
million
addi.onal
revenue
Community
Managers
Embedded
Champions
CASE
2
The
Research
Firm
50

51. 5/1/12
A
division
of
Bayer
AG
(pharma)
BMS—15,000
employees
at
30
loca.ons
Bayer
Group
had
switched
from
IBM
to
Microsoi
(late
2009)
BMS
piloted
IBM
Connec.ons
(Sep
2011)
Bayer
Group
selects
Connec.ons
Aim—research
collabora.on
Discover
opportuni.es/exper.se
across
loca.ons
E.g.,
similar
research
51

52. 5/1/12
Driver—the
research
scien.sts
wanted
it
Adop.on
Plan
(2011-­‐2012)
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Execu.ve
One-­‐hour
Facilitated
Part
of
Standard
Sponsorship
training
as
Workshops
Opera.ng
CIO
as
ac.ve
blogger
part
of
new
Environment
workplace
Embedded
Champions
Central
Support
Organiza.on
52

53. 5/1/12
CASE
3
The
University
Driver—giied
the
technology
from
the
vendor
53

54. 5/1/12
Adop.on
Strategy
STAGE
1
STAGE
2
STAGE
3
STAGE
4
Winning
Cul.va.ng
Enlivening
Making
Aoen.on
Basic
Applicability
It
Real
Concepts
Real-­‐to-­‐Life
“Build
It
And
Scenarios
They
Will
Come”
Execu.ve
Support
(some)
Failure
Academics
not
interested
Not
posi.oned
in
a
way
that
made
sense
vs.
LMS
IT
staff
lei
the
university.
Ini.a.ve
faltered.
54

55. 5/1/12
CASE
4
The
Bank
“...
a
friendly
human
face
to
help
them
navigate
the
tools.”
One-­‐on-­‐one
training
Facilitated
team
learning
sessions
Answering
their
ques.ons
55

56. 5/1/12
“Excellent
adop.on”
“Much
success”
5
In
…
Summary
56

57. 5/1/12
SUMMARY
1
The
vendors
have
done
their
part
SUMMARY
2
Success
at
your
firm
is
up
to
you
The
ROADMAP
approach
57

58. 5/1/12
SUMMARY
3
What
are
you
doing
about
adop.on?
Michael
Sampson
@collabguy
michaelsampson.net
58