Implementing social tools to better engage employees and foster collaboration is quickly becoming the norm. But implementation is just half of the equation. The real challenge lies in making sure end-users adopt the new technology and use it proficiently to collaborate and drive results. Check out this presentation to see what steps enterprise organizations are taking to ensure their collaboration goals are met. Hint, it includes a collaboration adoption roadmap.

1. INCREASING ENTERPRISE SOCIAL USER ADOPTION

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TABLE OF CONTENTS
1 What’s a Collaboration Goal?
2 Best Practices
3 The Collaboration Ecosystem
4 Aligning to Business Strategy
5 A Successful Enterprise Approach

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NEWS FLASH: IT’S NOT ABOUT TECHNOLOGY

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Collaboration Goal:
Develop a purposeful social collaboration approach that
unleashes the power of the organization’s people and
knowledge and helps form a “culture of collaboration”.

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BEST PRACTICES: DEFINE COLLABORATION GOALS
Enable global intranet to be a model for how best to manage and grow
collaborative communities that meet clearly defined business goals.
• Lead by example – influence the company’s behavior and culture by
making collaboration a regular practice, not an isolated incident.
• Enable the global intranet to leverage collaboration to:
• Drive innovation for products and capabilities
• Energize decision making by putting together the right information with the right
experts
• Accelerate the spreading of new ideas

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BEST PRACTICES TO DRIVE ADOPTION
Collaborating using social tools is often a behavior change for an organization. A
thoughtful communication plan will help prepare your users and drive fast adoption.
Pre-launch Ideas
1. Create multi-channel communication plan
2. Conduct Collaboration Adoption Strategy
Workshop
3. Define the core goals for end-user
participation and create an incentive
program
4. Create an idea generation initiative
5. Enable sponsors and champions to build
buy-in and enlist participation
6. Send teaser emails to end-users to create
buzz and awareness
Launch Ideas
1. Create a focused contest
2. Disseminate Trivia to create engagement
3. Implement Gamification/Badging Program
4. Incorporate a “No Email Day” into the
Launch
5. Celebrate great use, encourage users,
address frequent questions
Ongoing Ideas
1. Conduct Listening Tours to guide the
Communities–based on feedback and
observation, provide gentle guidance to
drive the right behaviors
2. Celebrate Success–share great use
cases, quotes, etc. to show value and drive
the right behaviors
3. Disseminate “Tips of the Week” via different
channels
4. Conduct User Experience Testing

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“WHAT DOES COLLABORATION MEAN TO YOU?”
Openness, curiosity and a strong belief
that working together leveraging own
and other's experiences will get to a
better end result faster
The ability to share, listen and learn from others, to be open
to ideas and allow others to build on your ideas. Something
created by working equally with another or others whilst
displaying the right behaviors
Collaboration is a technology-enabled
way of working that supports
structured and ad-hoc teams of local
and dispersed people to work
together to increase productivity and
speed-to-market
Building and creating together towards a
common objective; sharing knowledge and
ideas without expectation
Working together, sharing ideas, co-creating solutions /opportunities
Joint problem-
solving, leveraging
the unique talents,
abilities and
strengths of our
diverse assets
Leveraging all
available information
available through
INTERACTION

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Collaboration is
the act of people working together to
achieve a common goal, with shared
responsibility and where all benefit.

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DISCUSSION: COLLABORATION DEFINED
• Collaboration – the People—working with
others towards a common outcome freely
sharing ideas, information and experiences
• versus Communication – the exchange of information to achieve better
understanding
• Knowledge Management – the Data–a repository or central location to store, search
and find documents and information
• Enterprise Social Network – the Connector–technology and tools used to enable
connection and collaboration between people
10 min.

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THE COLLABORATION ECOSYSTEM
Demand Management
Investment
Strategic Alignment
Awareness / Adoption
Policy Definition
Communication
Process
Objectives
People
Technology
Collaboration
Corporate/
Strategic
Audience
Enablement
(governance)
Telecom
Knowledge
Mgt
Activities
Social /
Community
/ web 2.0
Enablement
(Governance)
Teams
Operations
Change
Integration
Business Strategy
Corporate Values
Business Outcomes
Communicate
Co-create
Innovate
Share
Connect / Network
Idea Management
Issue Resolution
Knowledge Management
Needs
Behaviors
Preferences
Interactions
Experiences
Enterprise-wide
Functional / Business Unit
Departmental / Team
Executive Modeling
Change Agents
Early Adopters
Resisters
Training
Profiles
Blogs
Wikis
Polls
Forums
Gamification
Executive Oversight (steering team)
Strategic (program leadership & enablement)
Tactical (program execution)
Executive Sponsors
Enterprise Support
Community Management/Moderation
IT
Daily Job Function
Intra-departmental
Inter-departmental
Enterprise-wide
Collaboration
Knowledgebase
Team / Project Sites & Workspaces
Workflow / Routing
Phone
Mobile
Video Conference
Audio Conference
Fax
Community
Management
Moderation
Measurement
Content
Online
Whiteboards
Web Conference
Desktop Sharing
Surveys
RSS
Email
Search
Contests
Ideas
Q&A
Video
Micro-blog

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USER ADOPTION
Potential collaboration users
across the organization are at
varied stages of adoption
holding on committing
TIME
ATTITUDE
Positive
Negative
resisting exploring

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COLLABORATION: THE TIPPING POINT
Experimental Proliferation
To reach the next level, the
organization must begin considering
collaboration in a more holistic way:
• Actively promote awareness across the
organization
• Form effective guidelines to maximize the
effectiveness of people, processes and
technology
• Make the need to share—not just the
need to know—a driving force in the
culture

13. ALIGNING TO BUSINESS STRATEGY
Business Objectives & Collaboration Objectives

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THE COLLABORATION ECOSYSTEM
Demand Management
Investment
Strategic Alignment
Awareness / Adoption
Policy Definition
Communication
Process
Objectives
People
Technology
Collaboration
Corporate/
Strategic
Audience
Enablement
(governance)
Telecom
Knowledge
Mgt
Activities
Social /
Community
/ web 2.0
Enablement
(Governance)
Teams
Operations
Change
Integration
Business Strategy
Corporate Values
Business Outcomes
Communicate
Co-create
Innovate
Share
Connect / Network
Idea Management
Issue Resolution
Knowledge Management
Needs
Behaviors
Preferences
Interactions
Experiences
Enterprise-wide
Functional / Business Unit
Departmental / Team
Executive Modeling
Change Agents
Early Adopters
Resisters
Training
Profiles
Blogs
Wikis
Polls
Forums
Gamification
Executive Oversight (steering team)
Strategic (program leadership & enablement)
Tactical (program execution)
Executive Sponsors
Enterprise Support
Community Management/Moderation
IT
Daily Job Function
Intra-departmental
Inter-departmental
Enterprise-wide
Collaboration
Knowledgebase
Team / Project Sites & Workspaces
Workflow / Routing
Phone
Mobile
Video Conference
Audio Conference
Fax
Community
Management
Moderation
Measurement
Content
Online
Whiteboards
Web Conference
Desktop Sharing
Surveys
RSS
Email
Search
Contests
Ideas
Q&A
Video
Micro-blog

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Collaboration is
the act of people working together to
achieve a common goal,
with shared responsibility and where all benefit.

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Maintain alignment to the issues/goals
that are important to the organization
(as defined by senior management)
1

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Establish community/collaboration goals
that provide clarity of intended action.
(but don’t overdo it)
2

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1 2
A SUCCESSFUL ENTERPRISE APPROACH
Marries these two collaboration pillars:
Tactical flexibility to
achieve specific
collaboration objectives
drive
business
value
Alignment to the
overarching
business strategy
+ =

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Define
Create Personas &
User Requirements
Discover
Conduct
Stakeholder
Workshop
Design
Create Collaboration
Adoption Strategy
Develop
Create Roadmap
Deploy
Execute Roadmap
1
Roadmap
2 3 4 5
To create a customized collaboration
adoption roadmap, contact:
Ross Freedman
Co-founder, Rightpoint
rfreedman@rightpoint.com
312.920.8393

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