BT & Sei Mani discuss the importance of creating a compelling value proposition for end users when deploying unified communications technologies. How do you answer the question: What's in it for me? We also describe how to design and deliver a communications campaign that gets users crawling over broken glass to use the technologies in their daily work .

1. Unified Communications
What’s in it for me?

2. • Stuart Bryden – Business Architect - BT
• Leon Benjamin – Collaboration Designer – Sei Mani
Introductions

3. Five ways to drive value of unified communications
It’s all about what’s in it for me? Value creation is the point of collaboration, not
the act or tool of collaboration itself
Communications • Speak with a human voice
• Information makes people think, but emotion
makes them act
It’s the small things that matter • Make sure everything works. First time.
Always.
• Treat deployment like a consumer product
launch
Adoption matters • Genius Bar model works. Many
‘interventions’ needed before people
change the way they work
• Time makes more converts than reason
• ‘Conversion’ happens ‘one conversation at
a time’
Measure • Create a business case
• Measure quantitatively (e.g. T&E savings)
• Measure qualitatively (e.g. surveys)
• Ultimate measure: How people react when
you take it away

4. Old habits die hard
• Success is entirely gauged by meaningful
participation
• These tools very much depend on the
discretionary, voluntary effort of employees
• Enterprise collaboration tools demand a much
different kind of approach to communicating
the benefits

5. Typical WebEx Product Description

6. Typical Spark Product Description
Keep the Discussion GoingMeet, Share, and Recall
Share your
screen to gain
quick alignment
Capture important details
while you talk that can be
reviewed later
Initiate a meeting in your rooms
of up to 25 people* from any
device
Join meetings in progress anytime so
you can switch devices if needed

7. What’s in it for me? It isn’t just about meetings
Medical consultation Cisco Webex Saves
French Doctor Hours Every Day - YouTube
Remote Teaching
http://www.lengel.net/cisco/briefing/learningte
chs/WebExinEd.pdf
Reach parents at times and places most
convenient to them
http://www.cisco.com/c/dam/en_us/solutions/ind
ustries/docs/education/connect_students.pdf
Job interviews
Mortgage discussions
Remote Santa Claus
IT Support
Selling/Sales

8. Information makes people think. Emotion makes them act
This email was sent to 500 people as a prelude
to taking part in a WebEx pilot
Received a huge response because:
•Reputation/ seniority of the Chief People Officer
•Written in a human voice
•It’s about you first and the company second
Pilot users doubled to over 1,000 people in 6
months
Subject Line: Fancy Making a Difference?
Hi Everyone,
Wouldn't it be brilliant to work for a company where
everyone collaborates to get the job done? Where the
technology allows you to chat face-to-face with your
colleagues around the UK without ever leaving your desk?
Where you can find out what’s going on without spending
hours standing next to the water cooler? Where you have
the same communications tools whether you’re in the office,
at home or sitting in Starbucks? Where the offices look and
feel how you’d imagine a Virgin office would? Where you
spend less time sitting on the M3 and more time making our
customers happier?
If you like the idea of that then I'd like you to join me as part
of a cross functional team dedicated to making it happen.
Let me know if you’re up for the challenge and if you are
you’ll shortly be getting an invite to a kick-off meeting.
Thanks,
Elisa
(Chief People Officer)

9. Detailed Comms Plans Drive Demand

10. Value proposition. Keep the messaging simple

11. Measure communications
• Recognisable URLs and hyperlinks in emails, clickable images, etc
• Provides detailed statistics – better than email voting buttons

12. Get feedback. Value of surveys
• Surveys provide stories
• Stories are more powerful than stats

13. Impact, outcomes. People have surprisingly simple needs
Couldn't do without it. It would be like somebody
un-invented the mobile phone!
Meetings much more interactive when using WebEx as we all look
at the same documents at the same time, leads to more discussion
and problems being realised earlier and discussed more efficiently
WebEx is an invaluable tool and to be honest I
wouldn't be able to do my job anywhere near as
effectively without it.
We use it with our main external supplier which saves a lot of
time and allows complex designs to be explained without the
need for regular meetings in central London
To me the main benefit is for sharing documents, updating and agreeing those updates in real
time. This saves many hours of redrafting and sending emails, many times with attachments
to a wide audience. WebEx has changed the way I work for the better

14. • Well crafted communications can break old habits
• Treat your deployment like a consumer product launch
• Speak with a human voice
• Value creation is the point of collaboration, not the act or tool
of collaboration itself
• It’s not that people are dumb, they just don’t have time to
work out what to use UC tech for
• Measure the effectiveness of your communications
• If you haven’t done this before, or don’t have the skills, seek
outside help
Summary

15. 100%
Adoption
Time
12 months
15%
66%
Standard Adoption (Low Touch)
Adoption (High Touch)
6 months
Next Webinar: High touch versus low touch adoption

16. Discovery Workshop

17. Q & A