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Succeed with Yammer: Encouraging Adoption with Smart Social Governance


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Microsoft is the leader in Gartner’s most recent Magic Quadrant for Enterprise Social, and Yammer is the driving force behind their success. Yet many administrators and IT stakeholders—while familiar with Microsoft tools like SharePoint—are still uncertain over how to govern an enterprise social network.

How do you maintain security and compliance while still encouraging the sort of open conversation that a platform like Yammer needs to add value?

Two recognized enterprise social experts, Perficient's Rich Wood and Joe Crabtree, discussed social governance and user adoption in Yammer in our webinar.

Starting with the differences between Yammer and SharePoint from a planning and governance perspective, they will move on to real-world best practices and tips for how you can move your organization along on the road of your own social journey!

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Succeed with Yammer: Encouraging Adoption with Smart Social Governance

  1. 1. Succeed with Yammer Encouraging Adoption with Smart Social Governance
  2. 2. 2 Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities. ABOUT PERFICIENT
  3. 3. 3 PERFICIENT PROFILE Founded in 1997 Public, NASDAQ: PRFT 2014 revenue $456 million Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto Global delivery centers in China and India >2,600 colleagues Dedicated solution practices ~90% repeat business rate Alliance partnerships with major technology vendors Multiple vendor/industry technology and growth awards
  4. 4. 4 INDUSTRIES Healthcare Financial Services Life Sciences Consumer Markets Automotive & Transportation High Tech Telecom Energy & Utilities Manufacturing Media & Entertainment PORTAL Portal Frameworks Search Security Web Analytics Web Content Management Social & Collaboration Mobility Experience Design INTEGRATION Integration Frameworks Cloud Architecture Reference Architecture Application Integration Enterprise Application Integration Service Oriented Architecture Process & Content Integration Business Process Management Complex Event Processing Rules Engines DATA & CONTENT Business Analytics Business Intelligence Predictive Analytics Reporting Structured Data Management Data Integration, Quality & Governance Enterprise Data Warehouse Master Data Management Product & Information Management Unstructured Data Management Big Data Content Intelligence Content Management Enterprise Search CUSTOMER EXPERIENCE Customer 360 Multi Channel Enablement Relationship Management Social Engagement Commerce Marketing Strategy Implementation Order Management Supply Chain Management Service & Support Managed Hosting Sales & Service Support Customer Service, Sales Force Automation Experience Design Strategic Roadmaps & Envision Workshops User Research & Metrics Analysis Creative & Interaction Design Custom & Responsive UI Development Digital Marketing Search Engine Marketing Online Advertising Content Strategy Conversion Optimization Management Consulting BUSINESS OPERATIONS Corporate Performance Management Budgeting, Forecasting & Planning Business Analysis & Predictive Analytics Enterprise Business Solutions Oracle EBS Vertex Tax Solutions Human Resource Solutions Employee Portals Human Resource Management Talent Management Enterprise Social Platforms Social Strategy Lync Unified Communications Office 365 Management Consulting OUR SOLUTIONS PORTFOLIO
  6. 6. 6 SPEAKERS Joe Crabtree Sr. Solution Architect Perficient Rich Wood Director, Perficient • Enterprise technology strategist and leader of high-performing technology consulting teams • Recognized thought leader in enterprise social networking and an early champion of the Yammer platform • Writes for • Presents at regional and national forums including SharePoint Conference 2014 • Technical expert in all things Microsoft Cloud - SharePoint Online (O365), Yammer, and Azure • Works with key accounts as a lead subject matter expert • As a Microsoft vTSP, serves as a resource supporting multiple Microsoft sales teams • Frequent contributor to the Perficient Microsoft blog
  7. 7. 7 YAMMER SUCCESS WITH PERFICIENT Perficient helps clients achieve Yammer success by augmenting the “social journey” with specific work in governance, use case definition, planning for communication and training activity, and the creation of an internal change champion network to foster continued success and self- sustaining engagement in the enterprise social arena.
  8. 8. 8 AGENDA PHILOSOPHY WHY you choose your governance model and HOW that drives or limits ENGAGEMENT. INFORMED GOVERNANCE The CHOICES you make that DRIVE ADOPTION. MOBILIZE YOUR NETWORK Philosophy and configuration meet REAL, LIVE PEOPLE: Where the rubber hits the road.
  10. 10. 10 PHILOSOPHY OF GOVERNANCE • Your Philosophy of Governance is why and how you will use enterprise social to solve problems • Collaboration: Documents vs. People - Example: Contrasting SharePoint and Yammer
  11. 11. 11 PHILOSOPHY OF GOVERNANCE • Your Philosophy of Governance is why and how you will use enterprise social to solve problems • Collaboration: Documents vs. People - Example: Contrasting SharePoint and Yammer Blatant Twitter Soundbite: Why you are using #Yammer drives how you choose to govern it
  13. 13. 13 YAMMER = SOCIAL COLLABORATION Social collaboration is about PEOPLE. By, for, and about people – People to people – People to files – People to data – Conversations and collaboration for People
  15. 15. 15 Are you a SharePoint admin doing Yammer governance? Then think upside down.
  18. 18. 18 INFORMED GOVERNANCE Usage Policies: Encourage Engagement • The single most important aspect of Yammer governance. • Always require sign-off for new users, as well as any changes to the policy. • Always keep the reminder in the right-hand navigation column. • Be readable, not scrollable. Never write an iTunes-length corporate usage policy. • Refer back to binding agreements, don’t repeat them.
  19. 19. 19 INFORMED GOVERNANCE Public and Private Groups: Encourage Sharing • Use Groups – public and private alike – to address specific business cases. • Using SharePoint On-Premises? Embed Groups in SharePoint Team Sites, Project Sites, and Publishing Sites. • Use Private Groups only when confidentiality is necessary.
  20. 20. 20 INFORMED GOVERNANCE Internally: • Engage your users but keep them separated from confidential discussions. • Use Public Groups wisely to self-police the newsfeed. Internal vs. External Networks: Know the Difference Your colleagues are not your partners– and your partners are not your colleagues
  21. 21. 21 INFORMED GOVERNANCE Externally: • Know your audience and what they want from you. • Stay on message to remind your partners who you are and why they’re there with you. • Always be mindful of NDAs and other legal agreements. Internal vs. External Networks: Know the Difference Your colleagues are not your partners– and your partners are not your colleagues
  22. 22. 22 INFORMED GOVERNANCE Analytics: Track, analyze, and use measurable data to understand and encourage desirable behaviors • The basic analytics app provides a ground level understanding of how many users are engaged and what groups are active. • Third-party software like Lexer goes deeper to identify what motivates users, what they are saying, where and when they are saying it… helping YOU meet their needs faster and helping THEM get more engaged.
  23. 23. 23 INFORMED GOVERNANCE Basic Analytics App
  24. 24. 24 INFORMED GOVERNANCE Lexer Listen Yammer Analytics
  25. 25. 25 INFORMED GOVERNANCE Administrators • SharePoint admins do not always make the best Yammer admins • SharePoint admins are too often enforcers; Yammer admins should be enablers • It’s less about configuration and more about communication • Your Yammer admins need to promote collaboration, connections, and successes
  26. 26. 26 INFORMED GOVERNANCE The painless governance plan: • Should be an outcome of the social strategy • Start with what you have: • SharePoint governance plan • Existing policies for electronic communication • Then review / amend / extend • But always remember to think upside down
  28. 28. 28 NOW WHAT? Next Steps: So I’ve thought out my Social Strategy and I’ve put together a Governance Plan. What do I do next? 1. Identify Community Managers 2. Build a team of Champions 3. Engage Executives 4. Grow Your Network 5. Moderate Your Network 6. Engage Your Network
  29. 29. 29 COMMUNITY MANAGER a.k.a. Chief Collaboration Officer • You help people complete non-routine work by de- emphasizing hierarchy and authority as a means to an end, and instead emphasizing collaboration. • You are your network’s gardener. You plant the seeds with governance and strategy. You nurture the sprouts that grow. • You communicate information to, from, and between members of the community.
  30. 30. 30 IDENTIFY COMMUNITY MANAGERS Understands company culture Is knowledgeable about business initiatives Establishes network plans & goals Drives engagement activities Cultivates a team of champions
  31. 31. 31 ROLES OF A COMMUNITY MANAGER • Project Manager • Spokes- person • Change Manager • Thought Leader Referee
  32. 32. 3232 BUILD A TEAM: YOU CAN’T DO IT ALONE In order to make Yammer a success, you need to have a team of people working with you. It will require work for you to build a team of champions, but it’s important to do this early on.
  33. 33. 33 A CHAMPION’S PURPOSE A team of champions serves three key purposes: 1. They are your eyes and ears throughout the network, letting you know about successes and #YamWins, as well as objections and why people aren’t using Yammer. 2. They are your worker bees, helping distribute information, answer questions, and encourage daily Yammer use. 3. They lead by example on Yammer – posting, liking, commenting
  34. 34. 34 ENGAGE EXECUTIVES It can be hard: • But executive sponsorship and participation is a critical success factor for your network • You might not have access to your executives • Executives who support collaboration and transparency can lead their organization toward innovation • Executive presence on social platforms can help build their credibility as a leader and connect with their employees
  35. 35. 35 BE SPECIFIC WITH “ASKS” Executives need clear direction, make it easy for them to follow through. 1. Have them explain in email and Yammer why the organization is using Yammer 2. Create and use a Yammer group to communicate with direct reports – you set this up for them if necessary and add their reports 3. Have them try a “no email day.” Ask them to use only the group, no email, for internal communications. Next step? “No email week.” 4. Coordinate a YamJam to connect leaders directly to employees
  36. 36. 36 GROW YOUR NETWORK Identify Goals Set expectations for yourself, your stakeholders, and your network goals. Find Opportunities Understand where opportunities are for your network to develop as you move through adoption stages. Plan Strategically Organize training and engagement activities to keep your network moving forward.
  37. 37. 37 MODERATE YOUR NETWORK Encourage productive conversations Your network needs to understand what are – • Good conversations • Good replies • Good content
  38. 38. 38 MODERATE YOUR NETWORK Good conversations are composed of multiple, related replies that yield at least one (1) business outcome. 1. A series of replies involving experts – people who know the answer to a question or have something to contribute. 2. Learners may consume the conversation as they seek to know more or understand better. 3. We are all experts in some areas and learners in others. 4. Yammer allows employees to demonstrate expertise in ways that are not always related to their job title.
  39. 39. 39 MODERATE YOUR NETWORK Good conversations have a business outcome 1. Knowledge (brand, product, culture) 2. Skill 3. Customer satisfaction 4. Sales success 5. Relationships
  40. 40. 4040 ENGAGE YOUR NETWORK YamJam • Companywide collaborative Q&A session focused around a specific topic, held on a specific day, and for a specific period of time on your Yammer network. • A fun and effective way to engage employees and get questions asked & answered transparently. 31 Days of Yammer • Evolves your community further along its journey towards working like a network, or re-invigorates a stalled network. • Month-long campaign will help to drive engagement, educate your users, and involves various types of Yammer activities.
  41. 41. 41 ENGAGE YOUR NETWORK Engagement can also happen in small ways by recognizing and rewarding participants 1. Praise on Yammer – encourage employees to praise a co-worker who helped them 2. Spotlight in the company newsletter – recognize a Yammer champion often 3. Yammer giveaways – small items like t-shirts, pens, or coffee cups can be used to entice engagement
  42. 42. 42 WHAT’S NEXT Follow along: Next up: Transforming Business in a Digital Era with Big Data and Microsoft April 2 | 1:00 PM CT Microsoft Ignite May 4-8 | Chicago, IL Download: Yammer Governance: Working like a (Safer) Network