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How to design for adoption - Dachis Group 3M Social Business Symposium
 

How to design for adoption - Dachis Group 3M Social Business Symposium

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I presented this as the Dachis Group 3M Social Business Symposium on July 22, 2011. It's practically the same as my Burton Group presentation, with with a few updates. Information in this presentation ...

I presented this as the Dachis Group 3M Social Business Symposium on July 22, 2011. It's practically the same as my Burton Group presentation, with with a few updates. Information in this presentation is based on Jive Software's Strategy Consulting Method for social platform adoption.

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How to design for adoption - Dachis Group 3M Social Business Symposium How to design for adoption - Dachis Group 3M Social Business Symposium Presentation Transcript

  • How to design for adoption.Social Business SymposiumJuly 22, 2011Gia Lyons, Strategic Advisor
  • Gia LyonsStrategic AdvisorJive Business Community Managercommunity.jivesoftware.comtwitter.com/gialyonsgiatalks.comFor more information about Jive Software, visit www.jivesoftware.com 2
  • SnapshotFirst, know your company objectives, user needs, and key scenariosThen, design your social business environment for adoptionNext, avoid common pitfallsFinally, routinely check your design’s health 3
  • Before you design anything, know what you’re designing for
  • Answer these questions:What are your company’s objectives for asocial business community or platform?Who are your users, and what do they want?What are one or two key user scenariosthat map to both your company’s andyour users’ needs?What is the community’s overall identity? 5
  • Example: company objectives Employee-­‐facing  social  business  pla3orm   By  parcipang  in  a  social  business  pla2orm,  employees  can:   • Reach  more  people   • Find  informaon  faster   • Be  more  aware  of  others  and  the  business     …  which  can  lead  to:   • Be>er  orchestraon  of  customer  interacon   • More  innovave  conversaons   • Overall  work  transformaon   …  which  supports  these  corporate  iniaves:   • Improve  Customer  Inmacy   • Achieve  Technology  Superiority   • Flawless  Execuon  to  Gain  Market  Leadership   6
  • Example: company objectives Customer-­‐facing  community  By  parcipang  in  a  customer-­‐facing  community,  employees,  prospects,  customers  and  partners  can  connect  to,  learn  from,  and  share  with  others  about  our  products  and  services  –  specifically,  how  to:  • Develop  and  internally  promote  a  business  case  • Implement,  support,  and  innovate  our  products  and  services    …  which  can  lead  to:  • Expanded  business  networks  across  employees,  prospects,  customers,  and  partners  • The  most  trusted,  single  source  of  truth  for  informaon  and  best  pracces    …  which  supports  these  corporate  iniaves:  • Differenate  our  brand  as  a  thought  and  innovaon  leader  in  marketplace  • Deliver  a  digital  strategy  that  drives  lead  generaon   7
  • Example: users and their needs Employee-­‐facing  social  business  pla3orm   Our  company s  wireless  business  is  comprised  of  10,000+  employees   across  several  business  units  who  have  no  easy  way  to:   • Find  and  connect  to  wireless-­‐related  people  or  informaon   • Share  wireless-­‐related  messages,  ideas,  insights  and  experse  with   the  greater  employee  community  across  geographical  and  cultural   differences     8
  • Example: users and their needs Customer-­‐facing  community  about  implemen7ng     electronic  health  record  (eHR)  systems   Medical  professionals  are  responsible  for  using  an  eHR  for  as  part  of  daily   paent  care  acvies,  and  are  concerned  about  the  impact  that  doing  so   might  have  on  delivering  quality  paent  care   Researchers  influence  decision  makers  purchase  of  consulng  services,   and  both  groups  are  concerned  with  finding  proof  that  success  is   achievable  versus  choosing  to  budget  for  the  penalty  fee   Employee  subject  ma>er  experts  (SMEs)  are  already  recognized  experts  in   the  healthcare  industry  and  are  focused  on  delivering  quality  consulng   services  to  healthcare  professionals  about  implemenng  eHR   9
  • Knowing your objectives and users makes it much easier to define key user scenarios,and the environment’s overall identity and design
  • Design your community1.  Identify key characteristics based on overall user needs2.  Express them in purpose, calls to action, motivation, and examples3.  Define activity flow4.  Structure for ease of use5.  Seed with balanced company and user content and interaction 11
  • 1. Identify key characteristics Sharing   Volunteering   Informaon   Conversa7ons   Rela7onships   Dialogue   Connecng   Iden7ty   Content   Groups   Consuming   Collaborang   Informaon   Reputa7on   Presence   Status   Broadcasng   12
  • 2. Express the characteristicsPurpose What s this site all about in five seconds or less?Calls to Action OK, I m here. What do you want me to do?Make it obvious.Motivation What’s in it for me if I answer yourcalls to action? Is it what I want?Example What behavior do you want meto model? Give me an example. 13
  • Purpose?    Calls  to  Ac7on?    Mo7va7on?    Example?  
  • 3. Define activity flow What happens when I click here?Level of Concierge Service Newbie                                                          Savvy   Member  AGributes   None   Low   Medium   High  Familiarity  with  basic  computer  skills  Willingness  to  learn  new  technologies  Exposure  to  online  community/social  networking  concepts    Perceived  value  of  online  communies  or  social  networking  Social  technology  acvity  level  Knowledge  level  about  your  community s  topics   The  higher  the  newbie  score,  the  higher  the  design’s   concierge  service   15
  • Example: concierge service Newbie Savvy C:   Introduce  Yourself   C:   Introduce  Yourself   P:  All  about  Profiles   C:  Complete  your  profile   M:  Benefits  of  networking   E:  Profile  guidelines   E:  Featured  member  profile   Open  profile  in  edit  mode   Open  profile  in  edit  mode   Primary characteristic: Relationships 16
  • 4. Structure for ease of useProvide just enough structure to support calls to action, key scenariosMake. It. Simple. Photo credits: Randomduck and Leo Reynolds 17
  • Primary  characteriscs:  Conversa7ons,  Sharing,  Rela7onships  Calls  to  acon:  Learn,  Share,  Connect  Supporng  structure:  “lobby”  area  for  inial  parcipaon,  sub  areas  based  on  persona   18
  • 5. Seed content and interactionPeople do what they see other people doPeople respond best to authenticexamples, e.g., Community Adminshouldn’t be the primary contributorSoft-launch to key users, ask them toenact the key scenarios beforeinviting others to the community Photo credits: dmswart, Swami Stream, LadyDragonflyCC 19
  • Key  Scenario:  Sales  rep  asks  a  ques7on,  SME  answers  it  in  a  7mely  manner  
  • Key  Scenario:  Sales  rep  asks  a  ques7on,  SME  answers  it  in  a  7mely  manner   21
  • Once you’ve soft-launched yourcommunity, talk with users to ensure that you’ve avoided these common pitfalls
  • Avoid common pitfallsOne-way broadcastingOver-branding the look and feelUnder-positioning with other applications and websitesOver-structuring according to org charts or product lines 23
  • Periodically, make sure your design is healthy
  • Check design healthCan a visitor understand what the site is all about in 5 seconds or less?Is it clear what users are supposed to do?Is it easy for them to do it?Is there just enough structure to enable key scenarios?Are there examples of desired behavior and the rewards for doing so?Is there a balance of company and user content? 25
  • Q&A