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Successful Collaboration and Employee Engagement Lifecycle

What is an engagement lifecycle, and why does it matter? Pre-engagement, Rollout. and Re-engagement

How to focus collaboration efforts:
Are you actively engaging, or passively hoping?
What’s in it for THEM?
What are the jobs to be done for collaboration… and beyond collaboration?

30 Minute Engagement Consultation:

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Successful Collaboration and Employee Engagement Lifecycle

  1. 1. Successful CollaborationEngagement Lifecycles Presented by: Dan Keldsen from Hosted by:
  2. 2. About Dan KeldsenExpertise:Content/Knowledge MgmtEnterprise 2.0/Web 2.0Employee EngagementInnovationProfessional Background:Information Architected: Principal Consultant & Chief Innovation OfficerAIIM International:Director, Market Intelligence UnitDelphi Group/Perot Systems:Senior analyst, Consultant and CTO
  3. 3. What We’ll CoverWhat is an engagement lifecycle, and why does it matter? Engagement Lifecycle is: Pre-engagement Rollout Re-engagementHow to focus collaboration efforts: Are you actively engaging, or passively hoping? What’s in it for THEM? What are the jobs to be done for collaboration… and beyond collaboration?
  4. 4. Planning the Strategy Successful Collaboration Pre- Re-Engagement Engagement Roll-out Source: Information Architected
  5. 5. Engagement Lifecycle Re- Pre- engagement engagement Successful Collaboration Rollout Source: Information Architected
  6. 6. Here’s a Major Problem9 times out of 10, this is THE problem
  7. 7. If you’re a manager or executiveTrying to “make collaboration” happen
  8. 8. Or an employeeWho’s being told to “collaborate”
  9. 9. You’re probably either…
  10. 10. Forcing
  11. 11. Or
  12. 12. Wishing
  13. 13. You can’t simply “launch” a collaboration effortAnd expect people will figure out how toeffectively collaborate by themselves…
  14. 14. We’ve Been Doing it Wrong…
  15. 15. A Real-world ExampleOf engagement techniques THAT WORK
  16. 16. Which of these optionsgets people to take action?
  17. 17. In a study of 3 randomized groups… Among 61,000,000 (61 million)Facebookers…Which group VOTED at the highest rate of participation…
  18. 18. Option #1 “I Voted” posts on Facebook timeline, a counter with # of people who voted…Source: voting-spending-and-other-behavior/
  19. 19. Option #2 “I Voted” posts on Facebook timeline, counter w/number of people who voted, up to 6 pictures of friends who voted…Source: voting-spending-and-other-behavior/
  20. 20. Option #3 No advertisement at all.Source: voting-spending-and-other-behavior/
  21. 21. What’s your guess on the largest impact?
  22. 22. Not Options #3 or #1No advertisement at all had the same affect as the call to action that was simply a raw count of those who clicked “I Voted” ???Source: voting-spending-and-other-behavior/
  23. 23. Option #2 Used Social Proof Of “people like me” (your friends) – and is estimated to have influenced another 60,000 people to vote on election day AND… Wait for it…Source: voting-spending-and-other-behavior/
  24. 24. Option #2 Used Social Proof“Social contagion” (positive peer pressure) beyond those 60,000 voters… Are estimated to have spread to an additional 280,000 more voters, for a total of 340,000 additional votes.Source: voting-spending-and-other-behavior/
  25. 25. The Lesson? #1 Safety in Numbers & Friends. #2 Networks Magnify. We will follow our peers and“go with the flow” more often than we will be “the crazy one” - so…
  26. 26. Start a MovementSource:
  27. 27. Why?
  28. 28. Roughly 97.5% of any given crowdDoesn’t want to be the first to try something.
  29. 29. Bonus Content: See video of 2009 E2.0 Keynote presentation at
  30. 30. Step One:Begin at the Beginning Seriously.
  31. 31. If you’re askingpeople to “collabor ate” – what would the y normally do if they weren’t asked to collaborate?
  32. 32. What they do NOW Is your competition for the change you want
  33. 33. Croc Brain is Picky ( It will ignore you if possible ) Source: Pitch Anything by Oren Klaff
  34. 34. Engagement is a CYCLEIf you assume that “doing collaboration” is a one- time “launch” or “roll-out” event, it is VERY unlikely that your collaboration initiative will work for the long-term.
  35. 35. 3 Key Stages in the Lifecycle Enthusiast Mastery Regular Habit-Building Source: Amy Jo KimNewbieOnboarding
  36. 36. Photo source: We all start.. ...As newbies How are you bringing the 97.5% along for the ride? They may not even know what a CAR is yet. Let alone the rules of the road. How to fill the tank, etc.
  37. 37. Lower the bar Photo source: it so easy for people to get started, that they cannot fail.Lower the bar so low that they can walk over it.MAKE THEIR WORK EASIER TO DO
  38. 38. Pre-Engagement Questions to Ask (What Jobs are they Trying to Do?)Interview Questions:•  What is the problem you are working on?•  Why do you care about it?•  What is the process you use to solve that problem?•  What alternatives do you consider?•  Why do you select the option you select?•  What do you like about the option? What don’t you like?•  What frustrates you when you are trying to solve this problem?
  39. 39. Engagement Questions You Need to Have Answered for Roll-out•  What’s the context?•  What are we collaborating on?•  Who has access?•  Where’s my old stuff? Do I have to move it?•  Is this an empty library and we have to figure it out?•  Is there content or conversations that should NOT go in here? If so, where do they go?•  Why should I use this system vs. something else?•  Does anyone own this?•  Who do I ask for questions?•  Is there training?
  40. 40. Innovators to Naysayers Who to interview, and what to ask
  41. 41. See Article on InformationWeek:“3 Ways to Turn E2.0 Laggards into Fans” 3 Waves of Interviews Youre going to want to talk with five to 10 people at least, individually, in each experiment, to get enough information to draw conclusions.
  42. 42. Experiment No. 1: InnovatorsFind the people in your organization who are already in love with Enterprise 2.0, social business, or whatever term has some positive association for them.
  43. 43. Experiment No. 2: 2nd Wave Have the innovators/evangelists point out the peopletheyve excited (by mentoring, coaching, or cajoling) into at least being interested in this movement, and repeat the prior questions to that second group of people.
  44. 44. Experiment No. 3: Naysayers Last but most important, find the people everyone knows absolutely despise everything about thisEnterprise 2.0/social business movement, and ask them what they despise the most. Seriously, you want specifics.
  45. 45. Don’t Make Them ThinkUSERS shouldn’t have How? to figure out HOW or Find their “jobs to be WHY to collaborate done” The tasks, workload,YOU should enable etc., that they have to them to deal with on a regular SPECIFICALLY basis collaborate in areas Set them up for success they WANT TO – as quickly and easily as possible
  46. 46. Understand your audience so wellThat when you deliver what makes their lives easier, they salivate…And more importantly, their PEERS want to be NEXT.
  47. 47. Engagement Lifecycle Re- Pre- engagement engagement Successful Collaboration Rollout Source: Information Architected
  48. 48. Feedback Feeds Forward So Get Out of Your Cube and Get to Know Your People and Turn on the Engagement Loop! Photo credit:
  49. 49. Questions or Comments?Dan Keldsen, Presidentdk@InformationArchitected.comTwitter: @dankeldsen617-933-9655855-GO-INNOVATE855-464-666830 Minute Engagement Consultation: