Creating Effective Adoption of Social Tools with Design and Measurement | DW24 Live 2019 by Dion Hinchcliffe

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@ConstellationR
Creating Effective Adoption of Social
Tools with Design and Measurement
How To the Digital Workplace to Create Value in the Employee Journey
DION HINCHCLIFFE (@DHINCHCLIFFE)
VP & PRINCIPAL ANALYST
CONSTELLATION RESEARCH
ZDNet
Executive Fellow, Tuck School of Business
dion@constellationr.com
1

@dhinchcliffe#DW24 #employeeexperience #digitalworkplace #ESN
Successful
Adoption of
Social Tools
Must Address
the Three
Elements
of Employee
Experience

What is the Ideal Adoption Profile of Social Tools?
• Holistic, Contextual Experience
• Continuous Learning
• Rapid Experimentation
• Tolerance for “Eccentric Behavior”
• Digital native thinking
• High Emotional Intelligence
• Comfort with Uncertainty
• Support from Leadership
• Transdisciplinary
• Data-driven <— Almost ready

WE HAVE MANY TECHNOLOGIES FOR DIGITAL EMPLOYEE EXPERIENCE
ADDING A NEW ONE REQUIRES ENCOURAGEMENT, SUPPORT, AND PURPOSE

Source: McKinsey Social Technology Survey (3,000 ﬁrms)
25% average
bottom line
improvement
over legacy
digital tools
Motivation: We’ve learned that social connected
organizations get outsized benefits

Issue: The Digital Workplace Has Become Highly Fragmented

More Motivation: Recent Data Shows This Creates Barriers to Adoption
Source: SIS Research Top Barrier: Unsure of How to Use Tech
Typical Barriers to Effective Digital Workplace Uptake
Source: Clarius Group
Social Connections Philly 2018

The Platform Doesn’t Matter That Much
(They will come and go, and your digital workplace must still be there.)
Even Broad Adoption Doesn’t Matter That Much
Just get the right groups involved, especially LOB workers, leaders, and key executives
It is Who You Have Involved and What
They Do That Actually Matters
WHAT WE’VE ACTUALLY LEARNED ABOUT DIGITAL TOOLS

Don’t Forget The Biggest Lesson of the Digital Age: Let The Network Do The Work....

Class Leading Example: Barclay’s MyZone “Mobile Intranet”
• Designed for BYOD (Mobile First)
- Not pushing, letting employees pull it if
they want it
- Also introduced it on 8,000 iPads for
employees
• Created Digital Eagles advocates
program to spread the word and
skills
Now 5,000 workers strong
- Removed desk between customer and
employee, replaced it with a digital
relationship
- Hard ROI: Designed for employees at
branches, online banking by customers
went up 283% since app was
introduced, signiﬁcantly cutting service
costs

Most of your collaboration efforts are wasted unless you address
Yet workforce engagement is perhaps the biggest challenge

Yet the benefits of better engagement could not be more clear...

The case for building more engaging workplaces
Nearly half are significantly under-engaged

The Question: Can social tools really improve employee engagement?

Source: 2016 Study by APCO Worldwide

The Three Adoption
Factors of Social Tools:
Knowledge
Engagement
Optimal Experience

Another Adoption Factor:
Best-in-Class
Organizations Use Social
Technologies in their
Employee Experience
Much More than Other
Firms

• Focus on Tech
• Generic Experience
• Fragmented Experience
• Higher Risk of Failure
• Focus on Experience Design
• Experience Tailored to Business Need
• Holistic Experience
• Lower Risk of Failure
Most Organizations Go for Limited Pilots and/or Focus Mostly on Tech
We’ve Learned that Putting Employee Experience at Center = Success

Unlike Other Types of IT, Digital Workplace is Largely Optional
Adoption is NOT automatic. You must provide value.

Business
Digital
Workplace force to figure out and adapt
Business
Employee
Experience
one and
the same
Old Model
New Model

END RESULT: TOTAL OVERHAUL OF 25 CORE BUSINESS PRACTICES FOR SOCIAL NETWORKS

Not A Theory: Top Orgs Have Been Doing This For Several Years
MyZone Intranet’s
Dozens of
Integrated Apps +
Use Cases
Enables
Top 100
Moments
for 500K
workers
Mobile-1st, social-1st digital
workplace with integrated
apps for top functions

In Practical Terms This is What End-to-End Employee Experience Looks Like

This Means Accounting for Your Employee Experience and Everyone Else's
Employee
Experience is a
balanced yet
dynamic design for
the full range of
digital workplace
tech

So Focus on the Top Activities That Matter Most in Daily Work
Today’s Systems of Engagement Still Far Too Isolated from Meaningful Work Outcomes

Putting it all
together into a
combined
employee
experience

Realizing the Employee Experience: Integrated Digital Workplace

What is the best hub of the Employee Experience? Likely the ESN
Your Mileage May Vary

Key Point:
Mature digital
workplace initiatives
have 3x the community
managers of low
maturity efforts
Best-in-Class Employee Experience Requires Community Management
A Top Success Factor

How to Get There: Holistic Design that Tolerates Change on the Edge

Latest Best Practices and Lessons Learned
in Adopting Social Tools
• Changing behavior and building the right skills is  
much more important (& harder) than selecting tools.
• There is no one platform for employee experience, digital workplace, etc.
• Workers want an effective and productive experience.
• The more control you seek, the less you get. Design for it (emergence.)
• Digital workplace needs a help desk (‘making sure people share and
collaborate with each other’)
- Top performers have 3x the community managers
• No silos: Store communication and collaboration. Make it discoverable.
Searchable. Analyze it.
• Develop a listening, analytics, and business intelligence capability for
performance management of adoption and results.
• Design for high value business use cases. Integrate the necessary apps.
Make it contextual.
• Adoption by itself is not a goal (at all.) Tie employee experience to highest
value business practices. Then use your analytics ensure it creates value.

Getting to Rapid Results

First: What Are Results?
•KPIs that matter to the business
•Capabilities that employees want
•Better employee engagement
•Resolution of pain points

Second: Measurement is vital

Cautionary Note: We Measure What’s Easy
• Mostly Consumption
• NOT What Matters

Balanced Scorecarding of Employee Experience

Use KPIs that Employees and the Business Care About

Third: Focus On the Core Employee Experience
Full Experience
(100s of apps)
Core
Experience

Fourth:
Ensure a
Complete
Digital
Workplace
Foundation
Exists

Fifth:
Understand
How the
Tools
Produce
the Best
Results

Into Meaningful Employee Experiences
Sixth: Create Experiences for Most Valuable Digital Journeys
Transform This Generic and Complex
Digital Workplace View

Most Likely Targets for Initial Employee Experiences
•Onboarding
•Sales
•Project Management
•Operations

Seventh: Measure and Adapt Until the Experience Succeeds
3-6 Iterations
of Employee
Experience on
Average

Creating Effective Adoption of Social Tools with Design and Measurement | DW24 Live 2019 by Dion Hinchcliffe

Creating Effective Adoption of Social Tools with Design and Measurement | DW24 Live 2019 by Dion Hinchcliffe

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