This document summarizes the bottom-up adoption of the enterprise social network Jive at Qualcomm over several years. It describes how initial pilot programs and executive skepticism were overcome as adoption grew organically through employee use. Key lessons learned included focusing on solving employee needs rather than tactics, bootstrapping with engaging content, and recognizing that adoption competes with popular consumer apps and requires continuous support. Monthly active users of Jive at Qualcomm now exceed 15,000.

1. 1
Bottom-up Adoption:
Making the Ground
Swell
Barbara Ludwig & Dan Larsen
October 2014, JiveWorld

2. 2
Bottom Up Adoption: Making the Ground
Swell
AGENDA
Q&A
Filling the Gaps
Lessons Learned
Who We Are
Chutes & Ladders
I
II
II
I
IV
V

3. 3
Who Are We?
I

4. 4

5. 5

6. 6

7. 7
Chutes & Ladders
II

8. 8
JIVE
toda
y

9. 9
The Story of Social at Qualcomm
2006
2007
2008
2009
2010
2011
2012
2013
2014
Dan & Barbara
meet
@ Presentation by Inventor of
“Wiki”
Web 2.0 Expo
Intro to Twitter, &
“Social”
Yammer @ Qualcomm
Pilot begins. People love it. Execs don’t
get it.
#SxSW
Twitter, Foursquare, Social Media
ExplodesJive 4.5 Launched @ Qualcomm
Viewed as Yammer Replacement The Stigma of Social
Minimal support for Jive. Sharepoint
grows.
Barbara & Dan Take the Reins
Social is Acknowledged as Necessary
Politic
s
Pitches for Funding
Jive 7.0
Adoption Efforts Being in
Earnest
Qualcomm Cup
Monthly Users Exceed
15K
Jive 6.0 Overhaul
Major Upgrade (Finally!)

10. 10

11. 13
Filling the Gaps
III

12. 14
0
2000
4000
6000
8000
10000
12000
14000
16000
Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14
JIVE Usage, 2010 - Present

13. 15
Drupal Is Good.
Free is better.
Gap #1

14. 16

15. 17

16. 18

17. 19

18. 20

19. 21

20. 22
Jive in disguise.
Gap #2

21. 23

22. 24

23. 25

24. 26

25. 27
Events module is the
Killer App.
Gap #3

26. 28

27. 29

28. 30
Ticket torture.
Gap #4

29. 31

30. 33

31. 35
Project management
for the rest of us.
Gap #5

32. 36

33. 37
Finding experts.
Gap #6

34. 38

35. 39

36. 40

37. 41

38. 42

39. 43

40. 44
Intranet 2.0: Need for
more than lists of links.
Gap #7

41. 45

42. 48
7 Lessons Learned:
Make the Ground Swell
IV

43. 49
Changing the way
people work is an
outcome;
not a tactic.
1

44. 50
Show people how Jive
can solve their needs
within a greater
context.
2

45. 51
Bootstrap with content.
3

46. 53
Consumer = Opt in;
Business = Opt out.
4

47. 54
Continuity and brand
extension matter.
5

48. 55
Adoption means
competing with the
killer mobile app.
6

49. 56

50. 57
Social as a feature.
7

51. 58
Q&A
V

52. 59
©2013-2014 Qualcomm Incorporated and/or its subsidiaries.
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countries. Other products and brand names may be trademarks or registered trademarks of their
respective owners.
References to “Qualcomm” may mean Qualcomm Incorporated, or subsidiaries or business units within
the Qualcomm corporate structure, as applicable.
Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its
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operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and
development functions, and substantially all of its product and services businesses, including its
semiconductor business, QCT.
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