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Successful Collaboration Engagement Lifecycles
Presented by: Dan Keldsen from
www.InformationArchitected.com
Hosted by: www.Hoooley.com
About Dan Keldsen Expertise: Content/Knowledge Mgmt Enterprise 2.0/Web 2.0 Employee Engagement Innovation
Professional Background: Information Architected:
Principal Consultant & Chief Innovation Officer
AIIM International: Director, Market Intelligence Unit
Delphi Group/Perot Systems: Senior analyst, Consultant and CTO
What We’ll Cover What is an engagement lifecycle, and why does it
matter? Engagement Lifecycle is:
Pre-engagement Rollout Re-engagement
How to focus collaboration efforts: Are you actively engaging, or passively hoping? What’s in it for THEM? What are the jobs to be done for collaboration… and
beyond collaboration?
Planning the Strategy
Successful Collaboration
Pre-Engagement
Roll-out
Re-Engagement
Source: Information Architected
Successful Collaboration
Engagement Lifecycle
Pre-engagement
Rollout
Re-engagement
Source: Information Architected
Here’s a Major Problem
9 times out of 10, this is THE problem
If you’re a manager or executive
Trying to “make collaboration” happen
Or an employee
Who’s being told to “collaborate”
You’re probably either…
Forcing
Or
Wishing
You can’t simply “launch” a collaboration effort
And expect people will figure out how to effectively collaborate by themselves…
We’ve Been Doing it Wrong…
A Real-world Example
Of engagement techniques THAT WORK
Which of these options gets people to take action?
In a study of 3 randomized groups…
Among 61,000,000 (61 million) Facebookers…Which group VOTED at
the highest rate of participation…
Option #1 “I Voted” posts on Facebook timeline, a counter with # of people who voted…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
Option #2 “I Voted” posts on Facebook timeline, counter w/number of
people who voted, up to 6 pictures of friends who voted…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
Option #3 No advertisement at all.
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
What’s your guess on the largest impact?
Not Options #3 or #1 No advertisement at all had the same affect
as the call to action that was simply a raw count of those who clicked “I Voted”
???
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
Option #2 Used Social Proof Of “people like me” (your friends) – and is
estimated to have influenced another 60,000 people to vote on election day
AND…
Wait for it…
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
Option #2 Used Social Proof “Social contagion” (positive peer pressure)
beyond those 60,000 voters…
Are estimated to have spread to an additional 280,000 more voters, for a total
of 340,000 additional votes.
Source: http://www.forbes.com/sites/kareanderson/2012/09/12/insight-from-massive-social-experiment-could-sway-voting-spending-and-other-behavior/
The Lesson? #1 Safety in Numbers &
Friends. #2 Networks Magnify.
We will follow our peers and “go with the flow” more often than we will
be “the crazy one” - so…
Start a Movement
Source: http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html
Why?
Roughly 97.5% of any given crowd
Doesn’t want to be the first to try something.
Bonus Content: See video of 2009 E2.0 Keynote presentation at http://bit.ly/r7sfMD
Step One: Begin at the Beginning
Seriously.
If you’re asking people to “collaborate” – what
would they normally
do if they weren’t
asked to collaborate?
What they do NOW
Is your competition for the change you want
Croc Brain is Picky
Sou
rce:
Pitc
h A
nyth
ing
by O
ren
Kla
ff
( It will ignore you if possible )
Engagement is a CYCLE If you assume that “doing
collaboration” is a one-time “launch” or “roll-out” event, it is VERY unlikely that your collaboration initiative will work for the long-term.
Onboarding
Habit-Building
Mastery
Newbie
Regular
Enthusiast 3 Key Stages in the Lifecycle
Sou
rce:
Am
y Jo
Kim
We all start.. ...As newbies
How are you bringing the 97.5% along for the ride?
They may not even know what a CAR is yet.
Let alone the rules of the road.
How to fill the tank, etc.
Pho
to s
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e: w
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Pho
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ttp://
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-the-
bar
Lower the bar Make it so easy for
people to get started, that they cannot fail.
Lower the bar so low that they can walk over it.
MAKE THEIR WORK EASIER TO DO
Pre-Engagement Questions to Ask (What Jobs are they Trying to Do?)
Interview Questions: • What is the problem you are working on? • Why do you care about it? • What is the process you use to solve that problem? • What alternatives do you consider? • Why do you select the option you select? • What do you like about the option? What don’t you
like? • What frustrates you when you are trying to solve this
problem?
Engagement Questions You Need to Have Answered for Roll-out
• What’s the context? • What are we collaborating on? • Who has access? • Where’s my old stuff? Do I have to move it? • Is this an empty library and we have to figure it out? • Is there content or conversations that should NOT go
in here? If so, where do they go? • Why should I use this system vs. something else? • Does anyone own this? • Who do I ask for questions? • Is there training?
Innovators to Naysayers
Who to interview, and what to ask
3 Waves of Interviews
You're going to want to talk with five to 10 people at least, individually, in each
experiment, to get enough information to draw conclusions.
See Article on InformationWeek: “3 Ways to Turn E2.0 Laggards into Fans” http://bit.ly/engagementinterviews
Experiment No. 1: Innovators
Find the people in your organization who are already in love with Enterprise 2.0, social business, or whatever
term has some positive association for them.
Experiment No. 2: 2nd Wave
Have the innovators/evangelists point out the people they've excited (by mentoring, coaching, or cajoling) into at least being interested in this movement, and repeat
the prior questions to that second group of people.
Experiment No. 3: Naysayers
Last but most important, find the people everyone knows absolutely despise everything about this
Enterprise 2.0/social business movement, and ask them what they despise the most.
Seriously, you want specifics.
Don’t Make Them Think USERS shouldn’t have
to figure out HOW or WHY to collaborate
YOU should enable them to SPECIFICALLY collaborate in areas they WANT TO
How? Find their “jobs to be
done” The tasks, workload,
etc., that they have to deal with on a regular basis
Set them up for success – as quickly and easily as possible
Understand your audience so well
That when you deliver what makes their lives easier, they salivate…
And more importantly, their PEERS want to be NEXT.
Successful Collaboration
Engagement Lifecycle
Pre-engagement
Rollout
Re-engagement
Source: Information Architected
Feedback Feeds Forward
So Get Out of Your Cube and Get to Know Your People and
Turn on the Engagement Loop! Photo credit: http://www.flickr.com/photos/sundazed/1450388845/
Questions or Comments? Dan Keldsen, President dk@InformationArchitected.com Twitter: @dankeldsen 617-933-9655 855-GO-INNOVATE 855-464-6668
30 Minute Engagement Consultation: http://bit.ly/engagementstrategy
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