“Take this Enterprise 2.0 pill, it’s good for you.” These words seem to encapsulate how many organizations are encouraging the adoption of social media tools behind the firewall. Unfortunately, the list of things that are good for us but we don’t try is longer than any blog post I’ve ever written. And yet we persist in ignoring the good advice. So what makes these E2.0 advocates so sure that their slightly paternalistic approach will work?
According to Seth Godin, they are using a low-effort sales technique that rarely leads to good results: they are doing little more than putting the facts out in front of their target audience and hoping they will be swayed. The reality is that while stating the facts clearly sometimes does close the sale, all too often you need more than that. In Godin’s view, the facts are just the first step:
Great brands and projects are built on real value and a real advantage, but great marketers use this as a supporting column, not the entire foundation. Instead, they build a story on top of their head start. They focus on relationships and worldviews and interactions, and use the boost from their initial head start to build competitive insulation.
So, if you’re serious about E2.0 adoption, you’re going to have to get serious about change management. You’re going to have to focus on building relationships. In addition, Dennis Stevenson suggests that “driving change in people is about motivating them to want to change.” Think about what motivates your potential users. Help them answer their first question: “What’s in it for me?” And then figure out how to support them as they begin to use the tool. After all, you’re not just trying to recruit users, you’re trying to create social media advocates who will help E2.0 go viral behind your firewall.
[Photo Credit: Rennett Stowe]