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Adapting your adoption approach

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I presented these slides at the Social Connections VII conference in Stockholm 13 November 2014, a conference arranged by the IBM Connections User Group, but sponsored by IBM as well as by local and international Partners of IBM.

The topic is about how, during a social intranet adoption project for a client in China, I became painfully aware how my (our?) methods and tools were built on assumptions of a certain corporate culture which was not what I faced at my Chinese client. I had to reconsider the mix and emphasis of tools as well as their design.

This presentation summarizes my lessons learned. I hope they can be of use for you too

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Adapting your adoption approach

  1. 1. Adapting your adoption approach Peter Bjellerup IBM Social Business Global Center of Competence
  2. 2. Peter Bjellerup @thesocialswede
  3. 3. Peter Bjellerup @thesocialswede
  4. 4. Peter Bjellerup @thesocialswede Management attitudes to employees Douglas McGregor, MIT, 1960’s Theory X Theory Y Attitude We dislike work, find it boring, and will avoid it if we can We need to work and want to take an interest in it. Under the right conditions we can enjoy work Direction We must be forced or coerced to make the right effort We direct ourselves towards a target that we accept Responsibility We would rather be directed than accept responsibility, which we avoid We seek and accept responsibility, under the right conditions Motivation We are motivated mainly by money and fears about job security Under the right conditions, we are motivated by the desire to realize our own potential Creativity Most of us have only a little creativity – except when it comes to getting around the rules We are highly creative creatures – but are rarely recognized as such or given the opportunity to be
  5. 5. Our usual transformation tool-kit Concept communications Exec transparent publishing Executive coaching/mentoring Explicit exec endorsement Exec transparent engagement Business process redesign Policy review/redesign Community support team Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Career framework Benchmarking Peter Bjellerup @thesocialswede
  6. 6. Peter Bjellerup @thesocialswede Our usual transformation tool-kit Support Understand Concept communications Exec transparent publishing Executive coaching/mentoring Executives Explicit exec endorsement Exec transparent engagement Benchmarking Business process redesign Policy review/redesign Community support team Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Career framework Govern Ease Motivation
  7. 7. Peter Bjellerup @thesocialswede Our usual transformation tool-kit Concept communications Exec transparent publishing Executive coaching/mentoring Explicit exec endorsement Exec transparent engagement Benchmarking Business process redesign Policy review/redesign Community support team Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Career framework
  8. 8. Applying the Theory X & Y view Concept communications Exec transparent publishing Executive coaching/mentoring Explicit exec endorsement Exec transparent engagement Business process redesign Policy review/redesign Community support team Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Career framework Benchmarking Peter Bjellerup @thesocialswede
  9. 9. Peter Bjellerup @thesocialswede Adapting to a Theory X organisation • Priorities shift – Even more focus on Executives as the organisation has a much stronger focus on following their lead • Rebalance the tool-kit – Less reliance on intrinsic motivation – More emphasis on structured motivation • Tweak some tools
  10. 10. So we need to move from… Concept communications Exec transparent publishing Executive coaching/mentoring Explicit exec endorsement Exec transparent engagement Business process redesign Policy review/redesign Community support team Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Career framework Benchmarking Peter Bjellerup @thesocialswede
  11. 11. A rebalanced tool-kit for Theory X Concept communications Exec transparent publishing Executive coaching/mentoring Explicit exec endorsement Exec transparent engagement Business process redesign Policy review/redesign Community support team Career framework Role model publicity Self-help community Community mgr coaching Performance targets/appraisals Peer tagging campaign Incentives/Rewards Tools integration Inspiration sessions Managed tagging On demand training Pushed training Ambassador support Social guidelines+training Manager training program Support team Benchmarking Peter Bjellerup @thesocialswede
  12. 12. Peter Bjellerup @thesocialswede Examples of tool tweaking • If executive coaching fails – train their assistants • Supply executives with digests of posts to read and comment • Orchestrated transparent discussions between leaders asking questions, displaying different opinions • Differ between likes by experts and by anyone
  13. 13. Summing up Peter Bjellerup @thesocialswede • Be conscious about your subconscious cultural assumptions • Executive involvement means a lot or even more • Motivation is everything! – If not from within, make it available from outside • It all boils down to redefining work:
  14. 14. Peter Bjellerup @thesocialswede From: “I produce for the benefit of my unit in this quarter”
  15. 15. Peter Bjellerup @thesocialswede From: “I produce for the benefit of my unit in this quarter” To: “I produce for the benefit of my unit in this quarter PLUS invest in relations and shared knowledge for the benefit of my entire organisation in the long run”
  16. 16. Thank you for your attention http://ibm.co/bjellerup www.thesocialswede.com Twitter: @thesocialswede LinkedIn Learn from mistakes, preferably those of others. Stupid mistakes are those you repeat Peter Bjellerup @thesocialswede

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