Jesse Wilkins, CRMMay 18, 2011

Web 2.0 Adoption

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Web 2.0 Adoption in the Organization Web 2.0 Adoption by Users

Agenda

Web 2.0 adoption: the organization

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Don’t “do” collaboration for the sake of doing it◦The “now what?” moment

Determine the specific problems to be addressed

Determine the right tool(s)for the problem

What’s the problem?

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Managers have to understand the value of collaboration

Demonstrate by example

Create a culture of collaboration

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Collaboration isn’t one-size-fits-all◦Security◦Technology◦Individual and organizational cultures

Create a culture of collaboration

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Champions and early adopters

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The rule of participation

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“…the principle activity is sharing, driven by social incentives. Contribution is simple and unstructured, isn’t a side activity and there is permission to participate. Intelligence is provided by participants, both through the act of sharing and by simply leaving behind breadcrumbs of attention.

--Ross MayfieldCEO of Socialtext

Manage knowledgement

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Users don’t want to use YAT But they know these tools In-the-flow: move the work to the tool

Above-the-flow: requires time be set aside to use the tool

In-the-flow is generally more successful.

In-the-flow vs. above-the-flow

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Tools like Facebook…aren’t Facebook Ease of use Perfect vs. good enough

Deploy the right tool(s)

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User names, bios, pictures

Policies and guidelines

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User names, bios, pictures

Policies and guidelines

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Official vs. unofficial

Policies and guidelinesOfficial or not?

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What’s OK to post/share and what isn’t◦Personal info◦Sensitive or confidential info◦Controversial topics

Groups and following

Policies and guidelines

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Comments◦How to respond to comments on your

site◦How to comment on others’ sites

Policies and guidelinesGuidelines for comments

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DO review and monitor periodically DON’T require pre-publication review Use analytics to guide tool usage

Monitoring and auditing

Web 2.0 adoption: the users

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Users may need incentive to share

Incentivize users

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Find your own voice Follow your passions Expertise – and synergy

The voice of the user

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Don’t force it

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And keep going!

Get started…

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Jesse Wilkins, CRM, CDIA+Director, Systems of EngagementAIIM International

+1 (303) 574-0749 directjwilkins@aiim.org

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