Loving the intranet - User adoption. Sam Marshall ClearBox


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Presented at Intrateam 2012

How to think about employee usage of an intranet - what motivates, what inhibits, what matters

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Loving the intranet - User adoption. Sam Marshall ClearBox

  1. 1. Loving the intranet:Re-thinking employee adoption
  2. 2. ClearBox ConsultingIntranet, SharePoint & Digital Workplace  Strategy  Governance  Implementation  Collaboration  Training www.clearboxconsulting.co.uk @sammarshall
  3. 3. What would get you to cross?
  4. 4. The adoption problem
  5. 5. ―Only 13% of IT professionals believe their internal social networks have been a success‖ – Information Week Survey 2011 ―enterprises with several years of Enterprise 2.0 efforts under their belt have failed to reach the tipping point and cross into mainstream adoption of social collaboration‖ – Laurie Buczek ―The big failure of Enterprise 2.0 Social Business‖ Use of social tools gets so far then stalls
  6. 6. 80% of organisations with SharePoint continueemailing documents back and forth -- Usamp survey 2010 Only a fraction of SharePoint gets used
  7. 7. ―Whenever somebody tells me that the answer is on theintranet my heart sinks. I know I‘ll never find it‖ -- Employee survey response [Anon] In some companies, the intranet is seen as the last resort
  8. 8. intranet team ITBalance of resources given to system vs. adoption
  9. 9. 25% office workers bored ‗most of the time‘―...they resort to minor acts of vandalism and stealingpost-it notes for stimulation‖ (it‘s not just an intranet issue)
  10. 10. How should we think about ―Adoption?‖
  11. 11. Adoption goes beyond launch
  12. 12. Not just good content or ease of use
  13. 13. If that‘s all we have, intranets will only ever be inthe background These sound like hygiene factors
  14. 14. Should your intranet be essential? ―People spent twice as long on my intranet‖ Is that good or bad? Nobody cares if your intranet is used apart from you
  15. 15. What matters is that employees are productive
  16. 16. The Benefits Map Single CMS Corp-Wide All employees Single identity Comms see same msg. Social media 2-way comms Employee Less churn ―One‖ channel engagement Organisation Project Single place Flexible project Best people Spaces to collaborate resourcing on a task Time savings Response Customer times faster satisfaction ERP Quicker data Better stock Fewer Dashboard access control outages Benefit Outcome StrategicFeature Capability Goals
  17. 17. Does this mean your employees will care too? intranet team EmployeeNo.... ...and its not as simple as WIIFM
  18. 18. Do happy people work harder? ―we analyzed the 64,000 specific workday events reported in the diaries: of all the events that engage people at work, the single most important — by far — is simply making progress in meaningful work.‖ ―we asked 669 managers from companies around the world to rank five employee motivators in terms of importance, they ranked ―supporting progress‖ dead last. Amabile & Kramer in ―The Progress Principle‖
  19. 19. 4 Levels of Adoption (MARS model)
  20. 20. 1) Mandated
  21. 21. Mandated - pros & cons Compliance Works best for services Who will enforce? Efficient use of asset Resentment
  22. 22. 2) Accepted
  23. 23. Awareness Launch Reminders Induction
  24. 24. Awareness
  25. 25. When to use & why
  26. 26. Removal of negatives Usable Attractive Reliable Accessible Trained Supported Won‘t look foolish Won‘t backfire
  27. 27. Expiry datesOwner nameOwner photoPublishing process Trust and value in content
  28. 28. SCANA Launch
  29. 29. Normal / Legitimised Windows Mobile user iPhone users
  30. 30. nGage analytics
  31. 31. Leaders set example
  32. 32. 3 Things that are hard to kill Break old habits
  33. 33. Intercept workflow Make intranet easiest option Accept that change will take timeHarmon.ie example
  34. 34. 3) Rewarding
  35. 35. ―Drive‖ by Dan Pink
  36. 36. Extrinsic value It can kill the kind very creativity and problem- solving that intranets are there to promote
  37. 37. Gamification Use badges only if they are symbolic of something meaningful Beware of badges becoming extrinsic rewards
  38. 38. Downsides of Gamification ―If a job sucks, it will still suck when you gamify it‖ --JP Rangaswami
  39. 39. Intrinsic value People will be most motivated when they find their own purpose for the intranet
  40. 40. Finding value takes experimentationNationalField designed to hook into valueproposition learned in Facebook
  41. 41. Recognition can be reward enough
  42. 42. 4) Stimulating
  43. 43. Autonomy Home workers 20% more productive than office- based colleagues --BT
  44. 44. BYOD40% of students would accept a lower paying job ifthey could choose their work device --Cisco survey 2011
  45. 45. Freedom to choose how to collaborate ‗Friction free‘ collaboration Connecting to the right people Access to information without barriers
  46. 46. ―When the company imposed rules prohibitingworkers from blogging about their non-workinterests, work postings dropped. When thecompany allowed workers to post freely, bloggingand reading went up and employees exchangedmore information about both work and play‖ Self-expression
  47. 47. Mastery Learning New ideas Experimentation and curiosity
  48. 48. Communities and networking
  49. 49. Finding the right expert for the job© Microsoft 2010
  50. 50. Purpose Connection to higher objective Vocation Resilience to setbacks
  51. 51. Connecting employee to outcome
  52. 52. CAFOD example
  53. 53. 1. Mandated2. Accepted3. Rewarding4. Stimulating 4 Levels of Adoption (MARS model)
  54. 54. How to get people to fill in their profile?© Microsoft 2010
  55. 55. Requirement for expenses1. Mandated system2. Accepted3. Rewarding4. Stimulating 4 Levels of Adoption (MARS model)
  56. 56. Fill in as much as possible1. Mandated from other sources2. Accepted Show % employees3. Rewarding complied4. Stimulating Ensure leader profiles completed 4 Levels of Adoption (MARS model)
  57. 57. Employee of the month1. Mandated2. Accepted Feature profile with any activity3. Rewarding4. Stimulating Show % individual profile complete 4 Levels of Adoption (MARS model)
  58. 58. Connect with like-minded1. Mandated people2. Accepted Get involved as an expert3. Rewarding4. Stimulating Place to express yourself 4 Levels of Adoption (MARS model)
  59. 59. Can you overdo it? People think process intrinsically good and forget about business value (Morten Hansen ‗Collaboration‘) Silos can be powerful ‗Good‘ adoption is not all employees using all tools
  60. 60. ClearBox ConsultingIntranet, SharePoint & Digital Workplace  Strategy  Governance  Implementation  Collaboration  Training www.clearboxconsulting.co.uk @sammarshall
  61. 61. Photo credits: Keyboard: IlaRed www.flickr.com/photos/ilared/3921089604/ Paper planes: Mandy Jansen www.flickr.com/photos/drh/3152118597/sizes/l/in/photostream/ Starburst chain: gesika22 http://www.flickr.com/photos/gesika22/2227186684/ Rocket: t0msk http://www.flickr.com/photos/t0msk/3950637767/sizes/z/in/photostream/ Harmon.ie screenshot copyright www.harmon.ie Badges: drewm http://www.flickr.com/photos/drewm/468436732/sizes/l/in/photostream/ Man using laptop on beach: zzathras777 http://www.flickr.com/photos/zzathras777/2667783619/ Books http://www.flickr.com/photos/bengallagher/4101516350/sizes/l/in/photostream/
  62. 62. Digital Workplace Manifesto1. Work is no longer a place - let me be productive where I choose, but respect my home life too.2. The DW should be a pleasure to use - if it‘s not as good as what I use outside, let me bring it in3. Everything should be geared to helping me do the work that matters. You know who I am - once Im logged in I should get everywhere I need to go with the same profile4. Not everyone is an early-adopter. Give support and guidance to those that need it, but also freedom to learn by playing.5. Let me be myself online - many of my working relationships may be with people I dont get to meet6. I enjoy learning - give me the opportunity to acquire knowledge from outside and in and the chance to use it well7. Work doesnt stop at the firewall - our DW should encompass customers, suppliers and partners8. I work best if I understand why Im doing what I do - let me express my views and Ill listen to yours9. Collaboration only works if we all do it the same way. Ill accept that the best tool is the one we all use