Why Enterprise Apps Need A Touch Of Facebook


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At CeBIT 2009 Sydney, Australia's Enterprise conference, Geoff McQueen had the pleasure of delivering a presentation which highlighted the main challenge affecting the success of enterprise software implementations: realising effective user adoption.

Looking around at who does user adoption well, and who can teach Enterprise a thing or two, the story of Facebook - with its defined features, platform nature, security model and more - comes to the top of your mind.

This presentation looks at what enterprise software - and the people who purchase, implement and manage it - can learn from the runaway success of Facebook as a user engagement case study.

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Why Enterprise Apps Need A Touch Of Facebook

  1. 1. Why Enterprise Software Needs a Touch of
  2. 2. What I’ll be covering... <ul><li>Why is Enterprise Software so hard to implement & why is it getting harder, not easier? </li></ul><ul><li>Which ingredient is 70x more important to ‘success’ than software functionality? </li></ul><ul><li>How’s Facebook has succeeded by driving user engagement? </li></ul><ul><li>What lessons can you draw from its success for your next enterprise software project? </li></ul>Source: Michael Mitchener, Flickr
  3. 3. Why is Enterprise Software so hard to do? <ul><li>The costs of doing it are high </li></ul><ul><ul><li>Licences, Consultants, Training </li></ul></ul><ul><li>The costs of failing at it are high </li></ul><ul><ul><li>Advantages lost, time lost </li></ul></ul><ul><li>You can choose your friends, but you can’t choose your users </li></ul><ul><li>Many studies outline the problems, but are the problems the same as they were? </li></ul>Source: ScottS101, Flickr
  4. 4. Why is achieving success getting harder? <ul><li>Enterprise software rollouts are increasingly for productivity, not transactional tools </li></ul><ul><li>Most productivity software has higher level benefits (optional) for wider user groups (spread) </li></ul><ul><li>Less focus on specific tasks and users means compulsory or critical for no-one </li></ul><ul><li>eg CRM failure rates still >50% </li></ul>Source: jcorrius, Flickr
  5. 5. Are we looking in the wrong place? <ul><li>A lot of energy goes into vendor and product selection and process alignment to get the right features and fit </li></ul><ul><li>A recent study has found Effective User Adoption is the most important factor by far </li></ul><ul><li>Less than 10% of buyers say their adoption rate is over 70%; 2/3rds say it’s less than 50% </li></ul>Source: Achieving Enterprise Success, Sandhill Group & Neochange, 2008
  6. 6. What happens when users don’t adopt? <ul><li>Garbage In, Garbage Out </li></ul><ul><ul><li>Reports are meaningless </li></ul></ul><ul><ul><li>Further destroys user trust </li></ul></ul><ul><ul><li>Governance & risk management suffer </li></ul></ul><ul><li>Economies of scale benefits & network effects are lost </li></ul><ul><li>Future productivity initiatives find it harder to get going... </li></ul><ul><li>And yet, technically, the software probably works fine </li></ul>Source: Michael Mitchener, Flickr
  7. 7. Who succeeds at Effective User Adoption? <ul><li>Some of the most successful websites today depend entirely on effective user adoption: </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>TripAdvisor </li></ul></ul><ul><ul><li>... and many many more </li></ul></ul><ul><li>Facebook’s platform nature & sustained user engagement makes them more interesting from enterprise context </li></ul>Source: Social Web Research
  8. 8. A quick look at Facebook’s success <ul><li>Has more than 200 million active users </li></ul><ul><ul><li>If a country, is 5 th largest </li></ul></ul><ul><li>On average, each user logs in 18 times a month </li></ul><ul><li>More than half log in daily </li></ul><ul><li>Around 10% update status at least daily </li></ul><ul><li>3.5 Billion minutes total a day </li></ul><ul><li>More than 1 billion pieces of content contributed a day </li></ul>Is now 8x bigger than when this chart was drawn! Source: FaberNovel Consulting & Comscore, June 2007
  9. 9. Facebook’s success in user adoption <ul><li>Uses offline, social bonds to drive adoption & engagement </li></ul><ul><li>Effective tools to help harvest & invite ‘friends’ via email </li></ul><ul><li>Has crossed into mainstream: mum’s are getting on board! </li></ul><ul><li>Following user adoption comes user engagement </li></ul>Source: Facebook
  10. 10. How they build ongoing user engagement <ul><li>‘ News Feed’ that invites discovery & contribution </li></ul><ul><li>Notifications via email to draw delinquent users back in </li></ul><ul><li>Tools that make life easier (events, some apps) </li></ul><ul><li>Making it easy for users to contribute content (photos, videos) </li></ul>Source: http://lopagof.deviantart.com/
  11. 11. What can we learn from Facebook in Biz? <ul><li>User engagement is key – do you look for it when buying? </li></ul><ul><li>Social drivers: emphasising the user’s knowledge & connections can drive conspicuous adoption </li></ul><ul><li>Users expect to be contributors, increasingly so (taught by FB) </li></ul><ul><li>Don’t fear email – harness it instead of trying to replace it </li></ul><ul><li>Automate & integrate aggressively </li></ul>Source: Marco Poulos, Flickr
  12. 12. Conclusions <ul><li>User adoption & engagement as a critical & overlooked role in achieving software success </li></ul><ul><li>The importance is amplified when dealing with ‘optional’ interaction platforms </li></ul><ul><li>Use social drivers, make contribution easy & conspicuous </li></ul><ul><li>Facebook get their contribution for free: you’re paying them! </li></ul>Source: Max XX, Flickr
  13. 13. Questions? <ul><li>Web: www.hiivesystems.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @geoffmcqueen, @hiive </li></ul><ul><li>Phone: 1800 2 HIIVE (1800 2 44483) </li></ul><ul><li>CeBIT: Webciety Showcase, Hall 4, Stand 6 </li></ul><ul><li>Launching Affinity 3.1 with drinks @ 5:15pm today </li></ul>