Learn from the E2.0 Vanguard – Part 3

Here are my notes from the first session of the Enterprise 2.o Black Belt Workshop: Learn from the Vanguard

Speakers:

  • Megan Murray, Community Manager/Project Coordinator, Booz Allen Hamilton @MeganMurray
  • Jamie Pappas, E2.0 & Social Media Strategist, Evangelist, and Community Manager, EMC Corp @JamiePappas
  • Rawn Shah, Social Software Practices Lead, IBM @Rawn

Notes:

[These are my quick notes, complete with  (what I hope is no more than) the occasional typo and grammatical error.  Please excuse those. Thanks!

From time to time, I’ll insert my own editorial comments – exercising the prerogatives of the blogger.  I’ll show those in brackets. ]

Rawn Shah: The Adoption Dance

  • It’s critical that you understand the people you are serving
    • Make it relevant to each person
    • You need to understand their pain points and interests
    • Speak plainly – use the language of your audience [NOT Geek Speak]
  • Market the good news
    • Collect and share success stories – “If they can do it, we can do it!”
      • They use surveys and interviews to find the stories
      • They store them in a series of slides and blog stories on their E2.0 platform
    • Build a collection over time to reflect a variety of scenarios at different points in the learning curve of your organization
  • Engage the Enthusiasts
    • Recruit volunteers as evangelists – they will advocate because they are passionate about the tools and opportunities
    • Remember that enthusiasts have views and their feedback shouldn’t be ignored
  • Look under the Leaves
    • A big part of the E2.0 Team’s work is to discover the people in the organization who can be helpful
    • Find the quiet folks who are using the tool and building an audience
    • If you support them, they will become evangelists
    • They provide critical support in highly local/particular circumstances
    • They can reach peers who may be beyond generic corporate communication
    • Accept that not every person will be an enthusiast
  • Reward Good Behavior
    • Financial rewards aren’t always the best
    • Focus on effective alternative reward:
      • Provide visibility through public acknowledgment
      • Provide opportunity
    • Calibrate the reward to the level of effort AND impact
  • Set Guidelines and Principles
    • This is not the same as governance – it’s about everyday user behavior
    • Let users know that this forum is not the place to start fights unnecessarily – focus on what’s important
    • Use a disclaimer to make clear what your constraints are
    • Set expectations of user behavior and make those expectation visible
    • Hold people accountable for their behavior
    • Encourage folks to be the first to respond constructively to their own mistakes – in fact, the E2.0 Team should lead by example here
  • Create Practice Spaces
    • Never underestimate how little most colleagues know about social media tools
    • Let folks work “in draft” privately  – at least initially – so that they can get use to the tool without fear of exposure/ridicule/reprimand
    • Create a safety zone for experimentation, but remind them that this is temporary – at some point they need to share with the network
    • Let them practice at their own pace, but provide all support necessary to help them progress
    • Forgive errors and offer help
  • Set a Rhythm, Practice Often
    • Set the rhythm of regular events early on (e.g., posting fresh content regularly)
    • The “Peacock” – Do a big show from time to time to capture user attention regarding these tools
    • The “Woodpecker” – You need to reiterate constantly to keep the message at the forefront – never stop reminding your colleagues of what they can do with these tools
  • Exercise:  Imagine a Success Story, then explain why it’s a story that needs to be publicized
    • Focus on keywords and active phrases
      • Led to a sale – impact on Top Line
      • Improved productivity and efficiency – impact on Bottom Line
      • Reduced time to bring product to market [great for a Pharma]
      • Accelerated decision-making time
      • “Haven’t felt this productive in a long time!”
      • Gives employees a voice and stake in the organization
      • Increased employment engagement leads to increased employee loyalty
      • This saved $X and Y amount of time
    • Focus on specific examples – so you have stories that resonate with every particular constituency within your organization
    • Once you have a collection of stories, create a case study to market your program and take it to the next level
      • Look for repeatable events – they make compelling case studies
  • Presentations:  www.e2conf.com/boston/2010/presentations/workshop
    • User name: Workshop
    • Password: Boston
  • Presentations also on Slideshare: http://slideshare.net/20adoption
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