Enterprise Social Software -- Driving Adoption: Challenges and Implementation Best Practices

1. Enterprise Social Software
Driving Adoption:
Challenges and Implementation Best Practices
Ben Willis - @BenWillisSF
Director, Social Product Strategy

2. Welcome!
• START!
 Establishing ROI & Building Momentum
 Overcoming Common Objections
• GO!
 Launching
• KEEP GOING!
 Sustaining & Measuring

3. START!
Establishing ROI & Building Momentum

4. The Way People Are Sharing Knowledge
and Collaborating Is Changing
• Expanding communities
across organizational
and geographical
boundaries
Customers Partners • Increasing collaboration
with extended value chain
• Rising importance of
Employees /
Contractors informal networks to
share knowledge and
expertise and solve
Suppliers Personal Network problems

5. U.S. Adoption and Use of Social Media

6. QUICK QUIZ:
Would you say that it is
easier to find knowledge:
A) On the web, or
B) Within your
Organisation?

7. The Collaborative Enterprise
Recent study shows 71 percent
agree that it’s easier to locate
“knowledge” on the Web than it is
to find it on internal systems.
AIIM Industry Watch on Collaboration and
Enterprise 2.0

8. Social Learning helps to make sense of the “knowledge run
wild experience” through crowd sourcing informal assets

9. Why?
The Collaborative Enterprise
Ben Willis: @BenWillisSF on Twitter

10. Why?
The Collaborative Enterprise
Too many places to look
And the information is often out of date
So people give up
And go forward with the wrong info
Or begin to reinvent the wheel
Or try to ask others, but…
They don’t know who to ask
And when they do...
Experts are too busy or don’t want to share
And when they do share…
Information gets exchanged & lost in emails
And then the process begins all over again
Ben Willis: @BenWillisSF on Twitter

11. The Value of Collaboration

12. The Collaborative Social Software
With Enterprise Enterprise
Silos are eliminated – everyone has a unified view of all of
their content across Groups
Anyone can contribute new content
Network connections act to both surface and filter info
And the community governs the content,
identifying content that is out of policy or out of date
Intranet repositories stay current
Experts are easy to find
Relevant information is automatically surfaced in context
Quality information is preserved
rather than forever lost in email
Transparency prevails
Teams and experts collaborate effectively
and get the social recognition they deserve

13. The Collaborative Enterprise
POWERED by
“Web 2.0” Capabilities
& Philosophies,
Public Social Networks
are
Empowering
People
like never before

14. The NEXT Revolution:
The Collaborative Enterprise
Enterprise 2.0
Enterprise Social Platforms
will put
the power of the social network
to work

15. Shift driven partially by New 2.0 Enablers,
The Collaborative Enterprise Necessity
partially out of
Enterprise 2.0
Enterprise Social Software Suites
will bring
the power of the social network
to the workplace!

16. Strong ROI from Social Software
Using social software to accelerate key processes – idea generation,
learning, customer validation of requirements – will help us innovate faster
Decrease in
time to
implement
business
changes
36% 25% 33% 12% 9.5x priceless
faster increase faster increased
increase in
decision in response to engagement
shareholder
making productivity market
return Sources:
changes BCG Innovation 2010
IDG Social ROI
Aberdeen Research
30% of respondents in IDC study cited time savings as a key ROI of Social software

17. ROI of Talent Acquisition (or lack thereof)
20th Century 21st Century
 Ask HR, “Are you going to be able to attract and retain
the best talent without these tools?”

18. And that applies to Learning as well…
Next Generation workers are those folks in the 22 to 30
generation.
They want to learn and work differently.
- The Learning Consortium
“Top 10 for 2007”

19. So might as well align your Learning Investments
with what we have always known…
“Social Media turns learning moments into
an ongoing conversation where people
can learn nonstop”
- Garry Ridge, CRO, WD-40 Company

20. Enterprise Social Software = Social Learning
“The accelerating rate of change in business forces
everyone in every organization to make a choice: learning
while you work or become obsolete.” - Jay Cross
“Social learning needs to be underpinned by social and
collaboration tools – which are under the control of the
individual themselves” - Jane Hart

21. Enterprise Social Software = Social Learning
Learning 2.0: The New Blended

22. “Social Learning can‟t can now be measured!”

23. Lessons Learned:
Overcoming Internal Objections

24. “Senior Executives will never go for this”

25. ROI of Tapping into hidden Knowledge
“ If only HP knew what HP knows,
we would be three times as
profitable.
~ Lew Platt, Former CEO of HP
”
Ben Willis: @BenWillisSF on Twitter -

26. And the REAL ROI? = Risk of Ignoring
“
“The imperative for business leaders is
clear: falling behind in creating internal
and external networks could be a critical
mistake.
”
Executives need to push their
Organisations toward becoming fully
networked enterprises.
~ McKinsey Quarterly “The rise of the networked enterprise”, December 2010

27. Brad Anderson, CEO, Best Buy…
“Getting other points of view and other
pieces of knowledge into our learning
system that might otherwise have escaped
is key to our success as an organization.”
29 | Saba Confidential

28. “Social Networking is a waste of time, we block
those sites”
Your employees have mobile phones in
their pockets, so if you're blocking Twitter
at work, that's probably what they're
Tweeting about... @BenWillisSF
Consider the weekly status report
and our days full of meetings…

29. “We‟re on top of it… we already have a Facebook
Group”
And a LinkedIn Group.
And a Twitter handle.
And… And… And…
This *may* mean that you
have a Social Media
strategy, but this not a
Enterprise Social Software
strategy…

30. KEY: NOT all “Social Networking” is the Same
PUBLIC SECURE/PRIVATE
Social Media Enterprise Social Networks

31. “What if someone shares something confidential?”
• If you are not providing a private
forum you manage, you should be
concerned about governance
• The truth (and irony) is that it can’t
be governed UNLESS you “do”
social internally.
• Favorite example: The best way to
implement new “2.0” tools?

32. The 100% guaranteed
easiest way to do Enterprise 2.0?
DO NOTHING
 And then your bright, thoughtful and energetic staff will do it for you. Trouble is
they will do it outside your firewall on bulletin boards, instant message
exchanges personal blogs and probably on islands in Second Life and you will
have lost the ability to understand it, influence it, and integrate it into how you
do business.
 The second easiest way is to find ways of allowing this to happen inside the
firewall which can be as simple as sticking in some low cost or free tools and
then making sure your existing organisation can:
GET OUT OF THE WAY
 The third easiest way is to do the second easiest way and then engage those
who would have done the easiest way and get them to help you:
KEEP THE ENERGY LEVELS UP
 And the hardest way ....... ....you don't need me to tell you that!

33. “But, anyone could post just anything! What if
someone posts something they shouldn‟t?”
We’ve heard this song before.
Last time it was…?
Right, E-MAIL
• As with Email, in Private Social Environments, everything you do has
your name on it.
• These environments are not anonymous and users behave
accordingly.
• Further, in Social Environments, reputation is everything, so it is
carefully guarded and promoted.

34. “But if anyone can contribute anything, how do we
ensure quality?”
• Lessons from Wikipedia
 Make it easy! Eliminate & beware of barriers to contribution!
– Don’t get in the way of people sharing and learning from peers (reminder: next
slide)
– Don’t repeat mistakes of 1990 Knowledge Management
 Governance 2.0 = “frictionless contribution” + “personal &
collective governance”  yields much better results

35. Saba People Cloud enables
Social Community Governance

36. GO!
Launching your Social Environment

37. Pick the right tool for the job, and not too many
Jazz Café 4 Q&A
and
Research & Development Wiki
and
News Hub
and
Blog Hub
and
Video Hub

38. Warning: YOU are an Innovator!
(And not everyone is… but that’s OK)
“Diffusion is the process by which
an innovation is communicated
through certain channels over time
among the members of a social
system” - Everett Rogers
Start with
Volunteers &
Early Adopters
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39. Don‟t Worry! Not everyone has to „participate‟ as
you expect for it to be a big success!
Jakob Nielsen explores a phenomenon which affects most online, multi-user
communities in his study “Participation Inequality: Encouraging More Users to
Contribute”, which found that…
User participation generally follows a 90-9-1 Rule:
• 90% of users are "lurkers" (i.e. they read or browse but don't contribute)
• 09% of users contribute from time to time, but other priorities dominate their
time
• 01% of users participate very often and account for most of the contributions

40. People will Play Different Roles

41. Run a Small, Focused Project
• Sprint 1: Brainstorm on a Problem to Solve
• Sprint 2: Select a Problem
• Sprint 3: Define it
• Sprint 4: Define the possible roots of the problem
• Sprint 5: Define possible solutions
• Sprint 6: Select and document the best solutions
• Sprint 7: Publish the findings
The MIX: a Community Focused on
Innovation in Leadership &
Management Practices 
http://MIX.sabapeoplecloud.com/
http://www.managementexchange.com/

42. Have a Social Media Policy
Choose from the very best… http://socialmediagovernance.com/

43. Tie launch to a Real Face-to-face Event !

44. Celebrate Successes!
• Start small…
• Shout out success stories!
• Publish Best Practices Documents!
• Publish Whitepapers!

45. Use it! Teach it!
• Have live events to get the ball rolling and let people see the benefits in a
hands-on way!
• Get your boss Blogging!
• Lead by example, share links instead of files!
• Quit talking about Twitter, go teach it! 

46. A “Twitter 101” Course anyone?
The ultimate serendipity engine…
• @ = Username
• Status Updates (140char!)
• Following
• Followers
• Re-tweet
• Direct Message (Private)
More here…
• Reply (Public)
• # = Subject or Topic Area

47. Use Video
• “Watching a mechanic assemble an engine can be more valuable than
reading 10 books on the topic”
The New Social Learning

48. KEEP GOING!!
Sustaining & Measuring

49. Staff a Dedicated Community Manager
Source: Dion Hinchcliffe

50. MEASURE Success ! Advanced Analytics
Measuring System-wide Health
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51. MEASURE Success ! Saba DNA: Group Evolution
Measuring Group Health
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52. MEASURE Success ! Saba DNA: Group Evolution
Measuring Group Health
Usefulness
Growth
Popularity
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53. SEE Engagement: Across Networks
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54. SEE Engagement: For Individuals
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55. pQ - Gamify Engagement!
Add a level of gaming to
• increase ENGAGEMENT
• encourage PARTICIPATION and
• drive open & TRANSPARENT SHARING
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56. Promote Top Contributors
• Promote and Praise your top contributors!
• Buy them a beer… literally!

57. Once you‟ve mastered your internal network, open
it up to Customers & Partners!

58. In Short
• Start small, with a volunteer army
• Have a dedicated Community Manager (the
benevolent dictator)
• Measure engagement and aim for constant
improvements
• Bit-sized phases when rolling out
• Ask us for help!
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59. Q&A

60. Thank You

61. THE SABA PROMISE
Saba enables the transformative workplace for all
organizations who believe nothing is more important
than the engagement, development, and inspiration
of their people.
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62. MARQUEE LIST OF CUSTOMERS
51 of Fortune 100 across all verticals
1,600 organizations, 24 million+ users: 30 languages
Financial Life High Automotive Retail / Public Energy /
Services Sciences Tech and Mfg Hospitality Sector Utilities
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