Enterprise 2.0 Black Belt Workshop: Business Case, Planning, and Adoption

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The 2.0 Adoption Council Enterprise 2.0 Black Belt Workshop: Business Case, Planning, and Adoption by Jamie Pappas, Megan Murray, Rawn Shah @ Enterprise 2.0 Conference Boston, June 2010

The 2.0 Adoption Council Enterprise 2.0 Black Belt Workshop: Business Case, Planning, and Adoption by Jamie Pappas, Megan Murray, Rawn Shah @ Enterprise 2.0 Conference Boston, June 2010

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  • 1. Enterprise 2.0 Black Belt Workshop: Learn from the Vanguard Pre-Conference Workshop presented by: The 2.0 Adoption Council © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved.
  • 2. #e2conf @JamiePappas @MeganMurray @Rawn Housekeeping  Twi$er Names:  @JamiePappas  @MeganMurray  @Rawn  @20Adop<on  Twi$er Hashtag:  #e2conf                   Let’s make some digital noise!  Photo tags:  e2conf Image courtesy of h0p://bow6elaw.wordpress.com/2009/03/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 2
  • 3. #e2conf @JamiePappas @MeganMurray @Rawn Morning Workshop Agenda • Who We Are, What We Do • Ge?ng it Sold – Jamie Pappas, EMC • Building the Business Case • Weaving it all Together – Megan Murray, Booz Allen Hamilton • Planning, Structure, Staffing, Policy, Mi<ga<on, Response Planning • Making E 2.0 Part of Your Organiza6onal Fabric – Rawn Shaw, IBM • User Adop<on © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 3
  • 4. #e2conf @JamiePappas @MeganMurray @Rawn Who We Are Jamie Pappas Manager, Social Media Strategy EMC Corporation www.jamiepappas.com @JamiePappas Megan Murray Community Manager, Project Manager Booz Allen Hamilton http://meganmurray.net @MeganMurray Rawn Shah Social Software Knowledge Practice Lead IBM http://bit.ly/rawnshah @Rawn © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 4
  • 5. #e2conf @JamiePappas @MeganMurray @Rawn Building the Business Case Image courtesy of h0p://www.guildportal.com/Guild/237242 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 5
  • 6. #e2conf @JamiePappas @MeganMurray @Rawn Defining Clear Goals • What are the goals? • How do they support the your organiza<on’s goals? • How do they <e back to business processes and people? • This will be your answer to the dreaded ROI ques<on • Are they measurable? • Are they realis<c? • Are they promising the greatest thing since sliced bread? Image courtesy of h0p://www.easy2order.co.uk/products_new.php/page/4?osCsid=a452339e88f04f5d95024912df9c311e © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 6
  • 7. #e2conf @JamiePappas @MeganMurray @Rawn Addressing Pain Points • What challenges does the organiza<on face that might be mi<gated or alleviated with E 2.0 tools? • Informa<on silos? • Organiza<onal silos? • Lack of exper<se knowledge or ability to locate? • Redundancy? • What are some tangible use cases? • Play out a few scenarios to talk through as you pitch the idea! • What’s all of this going to cost? • Be honest with budgetary needs • Consider a “pilot” or “beta” rollout to mi<gate up front costs Image courtesy of h0p://www.trisoma.com/trigger‐point.html © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 7
  • 8. #e2conf @JamiePappas @MeganMurray @Rawn Executive Sponsors & Key Players • Is there anyone in the organiza<on already using collabora<ve tools? • Is there anyone who’s been asking for these kinds of tools? • Know the people that support open collabora<on ‐ make them your friends. • Know the people that do not support open collabora<on ‐ make them your friends. • Equip people to be advocates to help build the use cases. • Be open to feedback – don’t have everything already figured out. Image courtesy of h0p://cloudtp.com/why‐cloud © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 8
  • 9. #e2conf @JamiePappas @MeganMurray @Rawn There are so many tools! • How do you determine what tools to use? • What tools meet the needs of the business? • Don’t forget about your pain points – what tools might address those? • Do not select tools because “everyone else is doing it” • Start small and targeted – introducing too many tools to the mix will be a deterrent to adop<on. Image courtesy of h0p://www.foldingbikehut.co.uk/product_info.php/pName/swissbike‐ x50/cName/folding‐bikes‐swissbike © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 9
  • 10. #e2conf @JamiePappas @MeganMurray @Rawn Don’t underestimate education • Do people know how to use these tools? • Do they know what you expect of them? • Focus on the things they can do with the tools! • A “Do Not Do This” list is not helpful to anyone! • Variety in training is key: • Online & in‐person training • Lunch‐N‐Learns, Podcasts • Wri$en & Video tutorials • Train the trainer • Don’t forget tradi<onal corporate educa<on programs • New hire, sales orienta<on, educa<on catalogs, etc. Image courtesy of h0p://florence22.wordpress.com/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 10
  • 11. #e2conf @JamiePappas @MeganMurray @Rawn Pitching the Idea • How do you introduce the idea and to whom? • Remember your key players and execu<ve sponsor – tap into them! • Remember all the work you’ve done so far? • Who are the influencers? • Who are the advocates? • Who are the bill payers? • How do the tools address their pain points? • How do the tools <e back to the business? • All of these answers will lead you to your audience. Image courtesy of h0p://www.flickr.com/photos/lumaxart/2136954043/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 11
  • 12. #e2conf @JamiePappas @MeganMurray @Rawn Common Objections “This stuff is not for businesses.” “Social collabora<on is not work.” “I don’t have <me for this…” “You expect us to pay our employees to socialize?” “Great. One more tool to keep track of…” “This is going to take way too much <me to learn.” “I don’t have anything to contribute.” “My boss doesn’t support things like this.” Image courtesy of h0p://www.bummer6mes.com/2009/10/who‐cares.html © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 12
  • 13. #e2conf @JamiePappas @MeganMurray @Rawn Dealing with the Critics • An<cipate possible objec<ons • Acknowledge concerns – do not be dismissive, even if you disagree with the posi<on • Engage in friendly dialogue • Respect cri<cal feedback • Educate where ever possible • Some<mes it’s just a ma$er of clearing up misconcep<ons • Accept that it’s not for everyone – and that’s ok! Image courtesy of h0p://www.boundless.org/2005/ar6cles/a0001061.cfm © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 13
  • 14. #e2conf @JamiePappas @MeganMurray @Rawn Time for Rollout • Soi launch vs. highly marketed? • Audience – pilot or full rollout? • What marke<ng and communica<ons channels make sense? • WOM is one of the most powerful ways to market. • Don’t forget your supporters, advocates and evangelists – equip them to support you • Again, don’t oversell the poten<al of the tools – be realis<c! • Seed the community with great content! Image courtesy of h0p://rockies17‐4.mlblogs.com/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 14
  • 15. #e2conf @JamiePappas @MeganMurray @Rawn What is Success? • How do you measure the impact and success? • “Find‐ability” • User par<cipa<on and returns • Listening to and ac<ng on feedback • Progressive par<cipa<on – lurkers to par<cipants • Sen<ment • Learning • Improved costs, processes, products, customer reten<on, etc. Image courtesy of h0p://news‐libraries.mit.edu/blog/category/subject‐areas/scholarly‐ communica6on/feed/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 15
  • 16. #e2conf @JamiePappas @MeganMurray @Rawn Some benefits to suggest…  “Corporate Memory”  Exper<se loca<on on a global scale  Learn/adopt E 2.0 behaviors and proficiencies  Break down organiza<on/informa<on silos  Reputa<on management  Provides employees with a “voice”  Listen to and learn from employees  Innova<on and thought leadership  Connect people with people and people with with informa<on  Personal and professional growth  Cost savings/Green Business Leadership Image courtesy of h0p://www.n6.com.au/default.aspx?tabid=162 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 16
  • 17. #e2conf @JamiePappas @MeganMurray @Rawn Going forward… • Execu<ve and advocate sponsorship • Funding • Defined goals/purpose • Defined “rules of engagement” or best prac<ces for use • Partnerships are key • IT, HR, Legal, PR, Business Units, etc • Group of passionate folks • Pa<ence • Perhaps a leap of faith Image courtesy of h0p://www.zazzle.com/lather_rinse_repeat_tshirt‐235233484531131798 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 17
  • 18. #e2conf @JamiePappas @MeganMurray @Rawn Activity: The Art of the Elevator Pitch You find yourself in the elevator with your CEO, who says: “So I hear you’re working on our internal Facebook thing…How’s that going?” What is your response to share the value of your E 2.0 ini?a?ve with him/her during the short ?me in the elevator? © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 18
  • 19. #e2conf @JamiePappas @MeganMurray @Rawn Planning Image courtesy of h0p://www.flickr.com/photos/76074333@N00/318034222/in/set‐72057594137055528/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 19
  • 20. #e2conf @JamiePappas @MeganMurray @Rawn Structure  Taxonomy or Folksonomy: Emergent? Structured? Both.  Automa<on and Par<cipa<on  Suppor<ve but not reliant on the organiza<on Image courtesy of h0p://www.flickr.com/photos/brooke_anderson/518799434/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 20
  • 21. #e2conf @JamiePappas @MeganMurray @Rawn Structure – Planning for flexibility • Emergent • Flexible • User informed • Validated • Highly Relevant http://www.flickr.com/photos/minidriver/386692558/ Image courtesy of © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 21
  • 22. #e2conf @JamiePappas @MeganMurray @Rawn Structure - Folksonomy  Living  User based & system suggested  Flexible  Visible  Reviewed http://www.flickr.com/photos/banky177/2282734063/sizes/l/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 22
  • 23. #e2conf @JamiePappas @MeganMurray @Rawn Staffing and Sourcing  What are the roles? What are their a$ributes?  Where it will live can drive approach, but be open to interpreta<on.  May include a number of roles: Itera<ve Tech Team  Tradi<onal Help  Community Management  Evangelism  Coaching/Strategy  Demonstra<ons  Marke<ng Image courtesy of h0p://www.flickr.com/photos/soldiersmediacenter/461491970/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 23
  • 24. #e2conf @JamiePappas @MeganMurray @Rawn Staffing and Sourcing  Technology Team  Change Managers  Community Managers  Moderators  Gardeners  Evangelists  Champions Image courtesy of h0p://www.flickr.com/photos/joi/2941559903/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 24
  • 25. #e2conf @JamiePappas @MeganMurray @Rawn Staffing and Sourcing  Par<cipatory Governance – Who will par<cipate, how will they govern  Engagement – Who will engage, what are their limits, how will they stay informed  Educa<on – Will educa<on be available, who will deliver it, how will users teach themselves Image courtesy of h0p://www.flickr.com/photos/franganillo/3553204471/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 25
  • 26. #e2conf @JamiePappas @MeganMurray @Rawn Policy  What are the policies? Who will enforce them?  Where can you evolve?  What stretch goals can you accommodate?  Consider: – OCI – Technology Export – Contract Agreement – Contractor Access – Customer Access  What already exists?  Is this risk new? Image courtesy of h0p://www.flickr.com/photos/48745248@N00/225249268/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 26
  • 27. #e2conf @JamiePappas @MeganMurray @Rawn User Support – The Help Stack © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 27
  • 28. #e2conf @JamiePappas @MeganMurray @Rawn The Help Stack – Self Help Multimedia Tutorials Strategies Examples Image courtesy of © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 28
  • 29. #e2conf @JamiePappas @MeganMurray @Rawn The Help Stack – Community Help Users Helping Users User Added Help Content Organic FAQs User  Examples User  Success Stories Image courtesy of © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 29
  • 30. #e2conf @JamiePappas @MeganMurray @Rawn The Help Stack – Community Mgmt CM Response Manage Help Content CM Interven?on Highlight User  Examples Highlight Success Stories Image courtesy of © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 30
  • 31. #e2conf @JamiePappas @MeganMurray @Rawn The Help Stack – Help Desk Functional Help Issue Tracking Metrics Image courtesy of © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 31
  • 32. #e2conf @JamiePappas @MeganMurray @Rawn Mitigation & Response  What’s the worst thing that could happen?  What do the basic responses look like?  How can I balance our desire for open with the fear that someone will cause a problem? Image courtesy of h0p://www.flickr.com/photos/txberiu/2247233431/ © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 32
  • 33. #e2conf @JamiePappas @MeganMurray @Rawn Activity: S-W-O-T Analysis Posi?ve Nega?ve (a$ributes of the organiza<on) Internal Strengths Weaknesses (a$ributes of the environment) External Opportuni<es Threats © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 33
  • 34. #e2conf @JamiePappas @MeganMurray @Rawn The Adoption Dance Image courtesy of h0p://www.flickr.com/photos/casol/4388591509/  BY 2.0 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 34
  • 35. #e2conf @JamiePappas @MeganMurray @Rawn The Adoption Dance   Start off with describing the style not the steps    Make it relevant to each person           Show off successes: “If they can do it, so can you”    Engage the eager ones       … but look under the leaves     Reward good behavior     Set guidelines and shared principles     Create prac<ce areas     Set a rhythm and prac<ce regularly     Take it in stride Image courtesy of h0p://www.flickr.com/photos/casol/4388591509/  BY 2.0 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 35
  • 36. #e2conf @JamiePappas @MeganMurray @Rawn Start with the style not the steps • Think big picture of how fits into work tasks • Consider pain points, audience and mindset per job role or business area • Speak plainly 1 2 Image courtesy of h0p://www.flickr.com/photos/janekm/2255931768/in/photostream/ & Rawn Shah © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 36
  • 37. #e2conf @JamiePappas @MeganMurray @Rawn Make it relevant to each person • Make it directly relevant • Work on common themes of benefits • Think of the different collabora<on contexts they work in • Try different tac<cs for different people Image courtesy of IBM © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 37
  • 38. #e2conf @JamiePappas @MeganMurray @Rawn If they can do it… Naoya Moritani • Collect and share iden<fiable – Japan examples as success stories Impacts: Teams Blurb: Using an internal, and an external community with clients, they now stay organized, visible, and can easily receive feedback from • Build a collec<on over <me for clients. different scenarios and job roles Benefit: Increased Team Productivity Active words: clients, external, sharing content • When sharing, recall the relevant Success stories Jason Dumont – Worldwide team Impacts: Teams Blurb: Switched to web conference meetings both within the team and with clients Benefit: improved satisfaction and attendee rates Active words: web conferencing, satisfaction, attendee rate Images courtesy of IBM © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 38
  • 39. #e2conf @JamiePappas @MeganMurray @Rawn Engage the eager ones  Look internally or externally for open enthusiasts  Recruit them as evangelists and supporters  Learn how to put them into ac<on Image courtesy of h0p://www.flickr.com/photos/as6que/2616947651/  CC BY‐SA 2.0 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 39
  • 40. #e2conf @JamiePappas @MeganMurray @Rawn …but look under the leaves  Not all who produce results are vocal  If you support them, you’ll find they become your evangelists  Look for people who take own ini<a<ve to collaborate  Accept that not everyone will be as eager Image courtesy of Rawn Shah © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 40
  • 41. #e2conf @JamiePappas @MeganMurray @Rawn Reward good behavior  Recognize the enthusiasts who do good things  Reward as appropriate to effort and impact  Reward  oney  Try public acknowledgement Image courtesy of Rawn Shah © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 41
  • 42. #e2conf @JamiePappas @MeganMurray @Rawn Set guidelines and principles • Set visible common expecta<ons Be who you are • Hold people accountable for their Don't pick fights behavior Use a disclaimer  Add value • Be broad Respect your audience Speak in the first person • Guidelines  overnance Use your best judgment Be the first to respond to your own mistakes Don't forget your day job © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 42
  • 43. #e2conf @JamiePappas @MeganMurray @Rawn Create Practice Spaces  Not everyone will want to experiment publicly  Provide “safety zones”  Let them prac<ce at their own pace  Forgive errors and offer help Image courtesy of Rawn Shah © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 43
  • 44. #e2conf @JamiePappas @MeganMurray @Rawn Set a Rhythm, Practice Often  Set a rhythm of regular events early on  The ‘peacock’ – The big show  The ‘woodpecker’ – Hammering the idea into heads – (from Jamie Punishill @jpunishill from Ci<bank) Image courtesy of h0p://www.flickr.com/photos/kjarre0/414145670/  CC BY2.0 © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 44
  • 45. #e2conf @JamiePappas @MeganMurray @Rawn Take it in Stride  It takes effort & <me to learn  Be understanding Image courtesy of Rawn Shah © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 45
  • 46. #e2conf @JamiePappas @MeganMurray @Rawn Activity: Imagine your successes  Social Brainstorm – Let’s each imagine the success stories that you would love to discover in your company. It doesn’t have to be real. Be crea<ve. Success story headline Name or ID: Your job area: Impacts: (the job role, business process, project) Blurb: (2-3 sentences on why this is a winner) Benefit: (2-5 word phrase on key win) Active words: (keywords, tags, adjectives, verbs) © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 46
  • 47. #e2conf @JamiePappas @MeganMurray @Rawn Engage. Evangelize. Empower. www.20adoptioncouncil.com © Copyright 2010 2.0 Adoption Council, EMC Corporation, Booz Allen Hamilton & IBM. All rights reserved. 47