Here are my notes from the first session of the Enterprise 2.o Black Belt Workshop: Learn from the Vanguard
- 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
[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. ]
Jamie Pappas: Building the Business Case
- Define clear goals that tie to the business strategy and resonate with the key stakeholders in your organization.
- The goals should be measurable (for ROI purposes))
- Goals should be realistic — under promise and over deliver
- How does your social media tool address pain points that aren’t being addressed well currently.
- Breaking down information silos and organizational silos that impede efficiency and efficacy
- Identifying experts and connecting them to the rest of the organization
- Will your initiative reduce redundancy?
- Find some tangible use cases
- Be realistic about the costs – it really isn’t free!
- Find executive sponsors and key players within your organization
- Ideally, they are already using social media tools and understand the potential (and actual) value they provide.
- These folks can help answer the What’s In It For Me question.
- They can spread the message at a peer-to-peer level, which can be much more influential than generalized blast messaging.
- Reflect the feedback of these sponsors to ensure their continued support.
- How to choose from all the tools available?
- Try to satisfy 80% of your needs (don’t aim for 100%)
- The tools should match your goals and address your pain points. Don’t adopt silo tools.
- Don’t assume that the tool everyone else is using is right for your organization.
- Start small. Be targeted. Then expand.
- Never underestimate the need for education.
- Not everyone knows how to use these tools – they need to be taught.
Not everyone wants to play with the tool in order to learn how it works.
- Not everyone understands the dynamics of E2.0 tools – e.g., folks who start a wiki may not realize that others can (and should) edit their work.
- Be sure that users know what is expected of them. Don’t focus on the don’ts. Do focus on what they should and could do.
- Provide a variety of training to suit a variety of learning styles.
- Make sure you “train the trainer” focusing on equipping the internal advocates to train their peers.
- Include the training in all new hire training.
- Exploit existing corporate training methods and channels. Take advantage of every possible training opportunity.
- Pitching the Idea – how to introduce the idea and who should you tell?
- Focus first on your executive sponsor and key players
- Consider who are the influencers, the advocates, the bit players for the purposes of this initiative.
- Explain how they tools/program address the pain points.
- Be very open to the feedback.
- Common Objections:
- “This stuff is not for business”
- “Social collaboration is not work.”
- “You expect us to pay our employees to socialize???”
- “Great. One more tool to keep track of…”
- “This is going to take way too much time to learn.”
- “I don’t have anything to contribute.”
- Dealing with the Critics
- Acknowledge the concerns and then explain how the tool can help.
- Engage in friendly dialogue – hostility will not advance your case.
- Don’t be dismissive – often the initial criticism reflects a lack of education. Seize the opportunity to educate and convert them.
- Remember that this is not for everyone. Very few tools are used by everyone equally. You need to match tools to needs.
- It takes a long time to achieve material levels of adoption. Sometimes as much as 3-5 years.
- The Ideal Rollout
- Consider doing a soft launch rather than a highly marketed one. Keep it small and let it go viral.
- Try pilots. Tell people not to tell others. They won’t be able to contain themselves! Result — viral spread.
- Word of Mouth is the most powerful way to market.
- Equip your sponsors and sponsors so that they can advocate for you and your program.
- Keep the content fresh — people make snap judgments based on what they see.
- What is Success?
- How do you measure the impact and success?
- Can they find what they need?
- What are the levels of participation and feedback?
- How do users feel about it?
- Some Benefits to Suggest
- Build institutional memory
- Expertise location
- Personal and professional growth
- This is an Iterative Process
- You can’t just do it once and forget about it.
- You have to keep repeating your message
- Exercise: Crafting an Elevator Pitch to Sell Your Program
- Exercise: Crafting an Elevator Pitch to Sell Your Program
- Collect Anecdotes of success stories
- Open with results
- Focus on your audience’s “hot buttons”
- Explain how the program will ACCELERATE corporate STRATEGY by tearing down silos, targeting innovation, tap in into knowledge resources addressing out pain points.
- Presentations: http://www.e2conf.com/boston/2010/presentations/workshop
- User name: Workshop
- Password: Boston
- Presentations also on Slideshare: http://slideshare.net/20adoption
Well that was it: I went through all your e2.0 conference posts! Thanks again for putting so much time and effort into them. Don't you like live blogging? It really helps me listen more close and remember what has been said.
Samuel – This was my first experience of live-blogging. It was a great (albeit sometimes tiring) way of staying focused on the sessions. I'm glad that you found these conference notes helpful. Thanks so much for making it possible for me to attend the E2.0 Conference. I do hope we'll both be able to attend next year!- Mary
Mary,Great post and detail! I need to try live blogging some day! How did you find it? I am torn on whether it would distract me or not, but you have inspired me to give it a go!So glad you got some value from the workshop and thanks so much for sharing the details so others can benefit!Looking forward to staying in touch!Cheers,Jamie
Thanks for your kind words, Jamie. This was actually my first attempt atlive blogging, but I've got to say it was well worth the effort. By payingclose attention during the sessions, I ended up with a helpful set of notesby which I can remember the terrific sessions I was fortunate to attend. Ifothers find the notes useful, that's all the better!Thanks for a fantastic session. It was great to hear from you and yourcolleagues on the 2.0 Adoption Council.- Mary