The document discusses challenges with enterprise social network (ESN) adoption and the importance of change management programs. It notes that without the right change management program, an ESN project will fail despite money spent and tools deployed. It then describes seven different types of employees and their perspectives on technology from the hyperconnected to those too late or against it. Finally, it emphasizes that transforming company culture through collaborative tools is key to ESN adoption over simply training or open collaboration alone.

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April 2013
Luis Font – CEO & Founder
Twitter: @lluisfont
@Zyncro
http://blog.zyncro.com
Enterprise Social Network Adoption
The Reality “Show”

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No matter how many tools you deploy
&
how much money you spend…
without the right Change Management Program,
Your Enterprise Social Network (ESN) project
will fail…

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Zyncro
Users
Time
Voluntary
adoption
Collaborative
culture.
Complete
company
adoption
Team Collaboration
Enterprise Information
Integration
Microblogging
Microblogging
Social Data Warehouse
Microblogging
Voluntary
Microblogging
Microblogging
Adoption Strategy
Zyncro believes in transforming the company culture by giving
social functions to all aspects of the organization
Client Involvement

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“Ooh, it takes every kind of people
To make what life’s about, yeah
Ooh every kind of people
To make the world go round”
(Robert Palmer)
… and companies are no different
True Facts about ESN Projects

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#1 The Hyperconnected
• He’s everywhere: Facebook, Twitter,
Instagram, Foursquare, Flickr,
Soundcloud…
• He posts all the time, even when he’s
talking to you
• Sometimes he loses touch with reality
• He can be a great ally
• Just be careful to prevent him from
filling your ESN with unnecessary
messages

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#2 The Geek
• He knows everything about technology
• He loves new devices, tools…
• He may support the adoption of new
social tools
• BE CAREFUL: sometimes he can be a
FALSE FRIEND
• Over demanding in features that
nobody is going to use
• He doesn’t understand the key
importance of design & usability
• Often he thinks that he can do it on his
own using open source

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#3 The Digital
• She uses technology as a tool, and
knows how to be productive
• She loves online shopping, ebooks,
Whatsapp, Dropbox, WebEX,…
• And believe or not… she’s also
connected to the real world!
• She can be you best friend!

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#4 The New Digital
• He really wants to know more about
technology
• Sometimes, he’s a little bit scared about
it
• Other times, he’s absolutely amazed
about the things that he can do with a
device
• With the right training and support, he
will be a powerful friend

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#5 The Senior
• His main problem is the lack of skills
using the computer
• His lack of skills generates fear and
frustration
• He needs training, coaching and
patience, because it is going to take a
while to get him onboard
• He has a valuable knowledge to transfer
to the company and engaging him will
generate a lot of added value

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#6 “Too late for me”
• She doesn’t like technology and she
doesn’t like change
• She still uses an old Nokia cell phone
• Obviously, she complains about all her
friends using Whatsapp
• Even with training, care and support,
she’ll be one of the most difficult
profiles to engage

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#7 “Against The World”
• No matter how hard you try, you are
not going to engage him
• Cynical, negative and destructive
• The Enterprise Social Network is
another tool of the company to control
him.. or another useless new
technology that is going to disappear in
few years after spending a fortune
• He’s not going to share anything with
anyone
• Forget it, he’s not going to engage

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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Voluntary
Adoption
Training &
Communication
Plan
Engagement Plan Open
Collaboration
Culture
Mission
Imposible
10%
40%
60%
80%
100%
The Cruel Reality
Corporate Culture Transformation

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Want to learn more?
http://en.blog.zyncro.com/

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WWW.ZYNCRO.COM
twitter: @zyncro
http://blog.zyncro.com
YOUR Enterprise Social Network