Positioning Social Collaboration Tools in the Enterprise – Not Another Tool

Here are my notes from the fourth session of the Enterprise 2.o Black Belt Workshop:  Positioning Social Collaboration Tools in the Enterprise – Not Another Tool


  • Bryce Williams, Social Media Consultant – IT, Eli Lily
  • Richard Rashty, Global Collaboration Architect, Schneider Electric


[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. ]


  • You have a choice between vitamins and aspirin.
    • You can try to sell vitamins to users, but they likely won’t take them.  However, they will always take an aspirin when they have a headache.
    • People rarely do things that prevent pain (or ensure health), but they nearly always act to alleviate pain.
    • Moral of the story = focus on the pain points!
  • Typical pain points
    • Reduce complexity
    • Provide simpler interfaces
  • Do we need another tool? Here are some things to consider:
    • Will it help establish network connections?
    • Will it keep users engaged in conversation?
    • Ease of use/user perception – affects adoption
    • What are grassroots behaviors telling you?
    • Will it help collaboration with key business partners outside the organizations?
    • What gaps does it address?
  • When do you integrate and how do you phase it?
    • Remember that while some folks are ready for integration, other users will still be struggling with adoption.  Sometimes both have to happen simultaneously.
    • Remember that not all users behave in the same way – and they don’t use the tools in the same way.
  • Educate Your Users
    • When to use what
    • What’s the personal impact (what’s in it for me?)

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