Tips for a Healthy Social Enterprise10 with the Adoption Framework

Achieving personal and business well being is

a journey – one that requires focus, tenacity, and

a continuous effort to achieve your goals.

CHECK OUT OUR APPROACH TO ADOPTION HEAlTH AND WEllNEss

Introduction

Tip 1 – Assess, measure & adjust

Tip 2 – Involve leaders to drive engagement

Tip 3 – Foster cultural courage – it’s key

Tip 4 – Work anytime, anywhere, on any device

Tip 5 – Stay safe & protected

Tip 6 – Create rewards & recognition

Tip 7 – Design an education plan that never ends

Tip 8 – Be human centric

Tip 9 – Recruit the right people to be your champions and change agents

Tip 10 – Invest in community management

Get started – Customize a plan to meet your goals

Table of Contents10Tips

Social implementations are not just technology projects – they are change initiatives.To become a successful, thriving social organization, you have to address the mental (business), physical (technology), and emotional (people) aspects of the change social brings, and then build healthy habits over WLPH�WKDW�KHOS�\RX�UHDOL]H�LWV�EHQHÀWV�IDVWHU��

Find the adoption sweet spot.Together with customers and partners, the Adoption Framework was created to embrace those aspects: people engagement, business align- ment, and technology enablement. When all three paths are addressed with an eye toward solving real business problems and helping people work better together, only then does social become real – an integral component of your culture and organization.

Plan for change and commit to doing the work

CHECK OUT OUR TIPs FOR A HEAlTHy sOCIAl ENTERPRIsE

people

engagement

business

alignment

make social real

technology

enablement

Adoption Framework

Crowdsourced from the best clients, the best partners, and the best practitioners in the business, the Adoption Framework is a proven process for cultivating social adoption and delivering increased business value from your social investment.

Cultural Assessment Understand your corporate values & communication norms to provide context for impact analysis, planning & risk abatement.

Recognition Create meaningful approaches to motivate behaviors & link them to performance, rewards & goal achievement.

Organizational Assessment Understand organizational structures, leadership paradigms & resourcing to provide context for impact analysis, planning & risk abatement.

socially Enabled Processes Develop to-be scenarios & short & long term targets that can be used to communicate a steady stream of wins.

landscape Assessment Understand your existing environment integration & interoperability requirements to build context for roadmap planning & ongoing health checks.

Deployment Install technology against agreed upon scope, roadmap, release & upgrade plans.

Ambassador Networks Build systems that empower advocates, defuse resis-tors & facilitate success sharing to build trust & rapport across the organization.

Campaigns Develop unique methods for viral & programmatic promotions.

Vision, Mission, Values Create meaningful approaches to motivate behaviors & link them to performance, rewards & goal achievement.

Coalition Build means to create a sense of urgency & momentum around the need for change with key stakeholders.

Architecture Build recommendations for logical and physical architectural blueprints & scalability requirements.

User Experience & Design Create requirement & plans for branding, KXPDQ�FHQWULF�GHVLJQ��FRQÀJXUDWLRQ�

Community Management Institute procedures for selection, skill building & expectation setting around curation, lifecycle management & moderation.

Education Establish mechanisms of onboarding, ongoing learning & knowledge retention.

Governance Institute terms of use, policy & procedures to encourage appropriate participation while protecting IP & meeting compliance obligations.

Change Management Establish a holistic strategy, plan, timeline & milestones to ensure that the change lasts.

Enterprise Integration Develop third-party system integrations to address business, compliance & risk requirements.

Mobility &RQÀJXUH��WHVW�PRELOH�LPSOHPHQWDWLRQV�WKDW address mobile security & policy across the device mix.

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Assess, measure & adjustWhen embarking on a new health and wellness program, you should measure your starting point as a benchmark so you can see your success along the way and make any necessary adjustments.

1

Technology

Enablement

High Score

Business

Alignment

Medium Score

People

Engagement

Low Score

Everything we do is grounded in assessment and measurement. Measuring progress and business value along your journey helps you understand how you’re doing, and what adjustments you need to make to keep your social initiative on track.Start by assessing the current state of your cultural, organizational, and technological landscape. This ZLOO�KHOS�\RX�GHYHORS�D�VSHFLÀF�SODQ�RI�DFWLRQ�IRU� your desired future state that best addresses your strengths, opportunities, barriers and challenges.5HPHPEHU�WR�NHHS�WKH�HQG�LQ�PLQG�DQG�GHÀQH�NH\�performance indicators and outcomes that you can measure against later. Sitrion’s adoption assessment tools take into account your level of social maturity and help you track progress along the way so you can UHÀQH�\RXU�DFWLYLWLHV�WR�DFKLHYH�GHVLUHG�RXWFRPHV�

sCORE yOUR sOCIAl WORKPlACE

KEEP AN EyE ON yOUR PROGREss AND ObjECTIVEs TO sTAy ON TRACK

Assess, measure & adjust1

“...tying their social projects to business processes makes it easier to generate metrics, and that lets businesses set goals and measure success or failure on their terms. And that’s going to make management much more comfortable with the whole idea if they can apply solid business practices to their social project.”

– Ron Miller, Measuring the impact of a social

business project, FierceContentManagement

Engagement Scorecard

Cultural AssessmentLandscape Assessment Organizational Assessment

Involve leaders to drive engagement:KHQ�\RX�WU\�VRPHWKLQJ�GLIÀFXOW�IRU�WKH�ÀUVW�WLPH��\RX�OHDUQ�PRUH�TXLFNO\�and perform better with someone’s leadership and example to follow.

2

CEO

Regional Manager, Denver

Director of Sales, Midwest

Regional Manager, Northeast

Regional Manager, Delaware Valley

We’ve seen again and again that when leaders model the right behavior, they get the results they want – faster. It’s not always easy to get leaders on board, but when you do it’s worthwhile. Their participation and LQÁXHQFH�FDQ�FUHDWH�PRPHQWXP�DQG�LQFUHDVH�XVDJH��%H�VWUDWHJLF�DERXW�LGHQWLI\LQJ�OHDGHUV�WKDW�FDQ�EHQHÀW�from social, and work to educate them on those EHQHÀWV�DQG�KRZ�WKH\�FDQ�SDUWLFLSDWH�

2QH�LQYHVWPHQW�PDQDJHPHQW�ÀUP�ZKR�ZDV�IRUWXQDWH�to have a highly engaged CEO decided to focus on gaining additional leadership buy-in and involvement to increase adoption. Their approach paid off. When they compared their activity levels after 8 months to their 1 month levels, they found 50% higher activity by management, and 500% higher activity by the general population. The top 5 users were all from senior man-agement – with the CEO as the #1 user – and he was almost 2X more active than the next most active user!

GET FAsTER REsUlTs WITH THE RIGHT bEHAVIOR

Involve leaders to drive engagement2TOP FIVE MOsT ACTIVE UsERs

INCREAsE IN ACTIVITy IN 8 MONTHs

50%

MONTHS 1 - 8

% O

F AC

TIVI

Ty

Management Increase

General Sales Increase

Change Management Coalition

500%

Foster cultural courage – it’s keyChange can be scary. Having the freedom and acceptance to share and ask for help is critical to adopting any new behavior.

3

´6LWULRQ�ZRXOG�UHFRPPHQG�VRPHWKLQJ�IRU�XV�DQG�RXU�ÀUVW�UHDFWLRQ�ZDV�¶,�GRQ·W�NQRZ�DERXW� that. Our culture is just so different. We are so conservative here and I just don’t know if that LV�JRLQJ�WR�Á\·��:KDW�HQGV�XS�KDSSHQLQJ�LV�WKDW�\RXU�FXOWXUH�FKDQJHV�ZLWK�WKH�PRUH�DGRSWLRQ� you get with social, so just try it – it will work out, I promise. If [Sitrion] recommends some- thing for you, go ahead and do it and you will be pleasantly surprised and happy with the outcome.“ – Oppenheimer Funds Project Manager

Foster cultural courage – it’s key

Working in the open (aka “working out loud”) takes courage. This is something you have to address head on; it won’t take care of itself. The courage to share needs to be fostered and modeled, and users need to be empowered. Courage ÁRXULVKHV�LQ�FXOWXUHV�WKDW�VKRZ�HPSDWK\�DQG�DUH� humanistic – where it’s ok to take risks. Encourage users to go ahead and comment on the CIO’s post, and post a question. And no, following your boss doesn’t mean you’re stalking her!Some wonder: is anyone interested? We advise users to assume that everyone is interested in what they have to share. However, this is a big assumption to PDNH�DQG�UHTXLUHV�D�OHYHO�RI�FRPIRUW�DQG�FRQÀGHQFH� that is not easily achieved. Workers should understand that knowledge sharing and reuse is a goal that is supported by leaders and peers. And, they may be VXUSULVHG�WR�ÀQG�RXW�H[DFWO\�KRZ�YDOXDEOH�WKDW� knowledge is to other people!

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Engaged workers KDYH�VLJQLÀFDQWO\�

higher productivity, SURÀWDELOLW\��DQG�FXVWRPHU�ratings, and less turnover

and absenteeism than disengaged

workers.1

ENCOURAGE sHARING AND TAKING RIsKs

Change Management Education

1. http://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx

Work anytime, anywhere, on any deviceNo matter where your day takes you, you need to stay connected.

4

you can still work to achieve your goals when you’re on the go. Mobility enables your workforce to actively collaborate and engage, even when they’re not at a desk. The increasing mobility of the workforce is making this a requirement instead of an option. And communications can only be effective if they successfully reach your intended audience. your messaging needs to be posi-tioned where it will have the most impact and greatest reach across your intranet, Microsoft Outlook, Microsoft Lync, and mobile apps.Everyone can participate, and in whatever way works best. If you are a road warrior and work via a smartphone, or work in a warehouse but stay connected via a kiosk, we can support everyone on their device of choice.

CONNECT PEOPlE sO THEy CAN WORK TOGETHER ANyWHERE WITH THEIR DEVICE OF CHOICE

Work anywhere, anytime, on any device 4A Fortune 50 retail chain with stringent network, security, and usability requirements successfully launched our iOS mobile app for Sitrion. Enabled by robust services, enterprise LQWHJUDWLRQ��DQG�FRQÀJXUDWLRQ�VXSSRUW��WKHLU�PRELOH�SURJUDP�SURYLGHG�DQ�HDV\�WR�XVH�� secure platform that was quickly and widely adopted by employees.

Mobility

Stay safe & protectedStart your social journey with the right safety and protection measures in place to ensure a successful outcome.

5

No matter what governance, compliance, and security mean to your organization, we’ve got you covered.If you involve the right stakeholders early, you can identify and address concerns up front. Different groups and stakeholders may have a diverse set of concerns, including compliance, e-discovery, and information management. To ensure appropriate participation, use terms and conditions effectively and align with existing policies. To protect your IP, manage your retention schedules and utilize legal hold, when needed. To address privacy and security, create a community governance plan WKDW�GHÀQHV�UROHV�DQG�UHVSRQVLELOLWLHV��VWDQGDUGV�IRU� provisioning, and audit periods.

$�JOREDO�ÀQDQFLDO�VHUYLFHV�FXVWRPHU�ZDV�GLYLQJ�LQWR�WKHLU�VRFLDO�LPSOHPHQWDWLRQ�ZKHQ�WKHLU� legal team voiced their concerns. They had the power to bring the project to a standstill so a meeting with the key stakeholders from the business and legal teams was held. After covering topics like terms of use, alerts and reporting, and legal hold capabilities, the legal team not only said all of their concerns were alleviated, they changed from objectors to supporters.

EMPOWER sOCIAl THROUGH ACCEss MANAGEMENT, REPORTING & POlICy ENFORCEMENT

Governance

5Stay safe & protected

Create rewards & recognitionTo get and stay healthy, you need encouragement along the way.

6

TURN RECOGNITION INTO INCREAsED PRODUCTIVITy

Oakley tied their badging and recognition strategy directly to their corporate culture. They created 5 communities that aligned with their 5 corporate values when they launched so employees could collaborate and share information about activities or initiatives related to those values. Then they created badging strategies that helped identify behaviors they wanted to motivate – namely productive participation that embodied their values and culture. What a fantastic way to explicitly declare your culture and drive the change you want!

Create rewards & recognition

Employee engagement research shows that when employees feel their contributions are recognized and they are rewarded (even with a ‘thank you’), they are more likely to be engaged and give a level of effort at work that is beyond what is expected. Wouldn’t you feel great if one of your company’s super stars recognized you with an online kudos at work that the rest of the company could see? Better yet, what if those types of recognition could be considered when it’s time for your annual review? We can make that happen with the system integration and extensibility capabilities – turning real recognition programs into virtual ones.

6UsE bADGEs TO RECOGNIzE ACHIEVEMENT

AND PROMOTE ADOPTION

}At Sitrion we give an engraved red stapler (an ode to the movie 2IÀFH�6SDFH) to employ-HHV�DIWHU�ÀYH�\HDUV�RI�HPSOR\PHQW�²�WKH\�DOVR�receive the red stapler badge on our intranet!Recognition

Design an education plan that lives foreverSince your learning needs evolve over time, your education plan needs to be adaptive and grow with you as you mature.

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Sitrion includes a smart tip capability that watches a user’s behavior and intelligently serves up real-time tips to complete a task or introduce a new social feature to the person. We have found that continuous, immediate, and personalized education such as this boosts social adoption and engagement.

MEET PEOPlE WHERE THEy ARE WITH THEIR DEVICE OF CHOICE

Design an education plan that lives forever

your social education plan shouldn’t stop at onboarding new users – it should be adaptive and evolve to support the growing maturity of your users as they embrace more collaborative ways of working. Ongoing education is essential to cultivating collaborative behaviors and understanding required to deliver social business results. Use whatever models are best suited for your organization: videos, face-to-face sessions, one-on-one training, quick reference guides, mentoring programs. you can provide dynamic content through a help and feedback type of community. And don’t forget to enable and encourage your champions to evangelize and model desired behaviors. The list of options is extensive...

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FOsTER ONGOING lEARNING TO bOOsT ADOPTION

EducationSmart Tip

374%increase

LQ�QXPEHU�RI�VRFLDO�SURÀOHV�for a 30,000-employee ÀQDQFLDO�VHUYLFHV�ÀUP�

using educational programs

8Be human centricDesign a healthy workplace - one that anticipates the needs of individuals and provides a better way for teams to work together.

:RUNÁRZ�DSSURYDOV�DUH�QDWXUDO�EXVLQHVV�DFWLYLWLHV�WR� incorporate into the social workplace. Wouldn’t it be great if you could request approval for time off in the same place where you’re commenting and liking your colleagues’ SRVWV"�:H·YH�FUHDWHG�ZRUNÁRZ�HYHQWV�WKDW�HQDEOH�WKLV� powerful way to let users take action quickly and easily.

sOCIAl sHOUlDN’T bE A DIsTRACTION — KEEP PEOPlE IN THE FlOW OF WORK

Be human centric

According to Gartner, 90% of social collabora-tion initiatives fail due to lack of purpose.2

Engagement is maximized when you integrate social LQWR�GDLO\�ZRUN��QDUURZO\�GHÀQH�\RXU�XVH�FDVHV��DQG� focus on business value as the fastest path to change. Our focus is to meet the needs of the humans using social to do their work better.In order to ensure the value of social business, we must move daily workplace processes and procedures into the social workplace. Business social networks are not a substitute for email, rather they are an evolution of the way we get work done.

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2. http://www.gartner.com/newsroom/id/2402115

Enterprise Integration Socially Enabled Processes

Recruit the right people to be your champions and change agents,QÁXHQFH�LV�D�SRZHUIXO�WRRO�DQG�PRWLYDWRU��

9

IDENTIFy INFlUENCE IN THE ORGANIzATION AND CREATE MOMENTUM

Recruit the right people to be your champions and change agents

Getting the right people involved early is critical to your success. Coalition is about surfacing key stakeholders and LGHQWLI\LQJ�WKRVH�ZKR�KDYH�LQÁXHQFH�DQG�WKRVH�ZKR�could be an obstacle. Focusing your efforts will create a sense of urgency and momentum to encourage the necessary change.

And you want to go where other successful people go: this is what ambassador networks are all DERXW��6HHLQJ�DQG�KHDULQJ�DERXW�WKH�EHQHÀWV�RI� social from a friend or boss may compel you to try it for yourself.

It’s also helpful to have someone to talk to. Tap into the natural energy of emergent leaders who are passionate about social initiatives. Empower these champions to defuse resistors and facilitate success sharing – the end result is a multiplier effect on change that could never be accomplished with a small project team.

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Coalition Ambassador Networks

10x10Using ambassadors,

a consumer packed goods

company’s project team of 10

reached more people in

the organization than

they could have

in 10 years.

Invest in community management Don’t underestimate the power of a good coach – someone who can motivate you to participate, give you a pat on the back when you succeed, and provide you with helpful tips and best practices.

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During an initial project launch for a leading oil and natural gas company, a superintendent made a post in the project community about a batch of chemicals they purchased but no longer needed from a cancelled project. An engineer in another region saw the post and responded within one hour that they had a need for the chemicals – leading to avoidance of a $200K chemical purchase expense!

FIND ROCK sTAR COMMUNITy MANAGERs TO FACIlITATE ENGAGEMENT AND CONNECTIONs

Invest in community management 10Effective community managers act as a social coach to other users.Good community managers facilitate employee engage-ment by welcoming members, surfacing interesting and valuable content, offering tips on how to participate, provoking interaction, and showing users how to integrate social into their daily work routines.

your social initiative should include programmatic elements for selecting, training, and nurturing community managers. Our customers who have made the investment in community management see increased engage- ment and enhanced business value time and again.

Community Management

Selecting the right community manager

LV�LPSRUWDQW��:H·YH�LGHQWLÀHG�VRPH�NH\� characteristics of a rock star community

manager.

Courageous

Approachable

&RQÀGHQW��\HW Diplomatic

Credible

Empathetic Tenacious

Launch or accelerate your enterprise social implementation using our proven framework for cultivating adoption and HQJDJHPHQW��:KHWKHU�\RX�ZRUN�ZLWK�6LWULRQ��RXU�FHUWLÀHG� partners, or take the journey yourself, you can achieve the social results your business has been looking for with the Adoption Framework.

Get started – customize a plan to meet your goals

www.sitrion.com/adoption

3. www.informationweek.com/social-business/strategy/10-social-business-leaders-for-2013

40%of the top social

business leaders are sitrion customers

(According to

InformationWeek)3

Start now to get to business value faster and make social real. The Adoption Framework is a proven methodology that has evolved from our collective expertise and use.

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THE ADOPTION FRAMEWORK lAUNCH ACTION PlAN

Cultural Assessment

Recognition

Change Management

Coalition

Governance

Architecture

Socially Enabled Processes

User Experience & Design

Deployment

Mobility

Enterprise Integration

Campaigns Ambassador Networks

Community Management Education

Organizational Assessment

Vision, Mission, Values

Landscape Assessment

plan launch