« Arne Sigurd Rognan Nielsen loves to call himself a ‘Wild Duck’ as he tries to think differently about life. He has held a multitude of positions in his career: a photographer, journalist, chief editor, writer, sales manager, personal productivity consultant, military professional and, now, is a collaboration and senior social business advisor and evangelist at IBM. Arne has also written several books on themes such as sales, marketing and key account management, and is a hard core blogger.»

TEDx

arne.nielsen@no.ibm.com 0047 41535313

www.the-nielsen-chronicle.com @Arne_S_Nielsen

How to ensure Social Business adoption

and realization of benefits

Does a Software License have any Value?

NO!

A software license is just a piece of paper and like any other document, it

has no value in itself..

You don’t get value out of the IT investment!

!

!

* Chris Potts is a corporate strategist, specializing in investing in change and IT

You get the value from what people do with it!

Chris Potts:

« I find the whole notion of adoption, which usually means software adoption, to be slightly problematic. What we really should be talking about is redesigning organizations and their networks to harness people power to get things done quicker, better and cheaper, and enabling businesses to scale in a better way. This, not tool use, is probably the goal of social business design and Enterprise 2.0.»

!

Source: Behavioural transition strategies for E 2.0Headshift is now part of DACHIS Group, global advisory practice focused on bringing

social technology to the enterprise.

Lee Bryant, Headshift:

It is all about reengineering the way

you do business

And that means change of behavior

When the behavior change shows on your bottom line - that is when the licenses

shows their value

New collaboration technologies will impact on four important aspects:

Changing Attitudes

Changing Values

Changing Goals

Changing Culture!

Change is a process, not an event Change takes time - there is no quick fix Change is social - it involves people Change is made real by what people do

OBS!

You should secure internal benefits like this!

How?

Pattern workshop to prioritize strategic business areas

1

2

3

4

5

6

Brainstorm Patterns Priorities

Prioritizing goals!

Cut meetings to 45 minute from 1 hour

First invoicable day to 30 from 45 days

Find the right person who can do a task 50 % faster than today

Reduce start up time for projects by 25 % by sharing project methodology and approach

Improve customer service by 10 %

Integrate feedback in CRM-system

2

3

4

5

6 Sales Engagement

Onboarding

1

Start with the basic Prioritize by patterns Start change process

123456

Start Small - Think Big - Move Fast!

You need a plan for success!

Executive Support and Sponsorship is The Imperative for Success

Talk. Executives must talk about the benefits than can be accrued through the use of the new collaboration technology. !Action. Executives must actively use the new collaboration technology as part of their work. !Role model. Executives must be role models for the cultural change, not only participate in the investment funding and strategical decision.

Opinion leader Followers Community

New social norm arises!

Leaders must lead!Don’t Tell - Show!

How to use Executives

Convince senior executives that improvements in performance are possible and attainable as a consequence of changing work practices. !Get senior executives to speak about the new way of doing things, the new way of working. This should be done in internal town hall meetings, on the internal CEO blog (!!), in conversations with others, and so on. !Get senior executives to start using the new approach (assuming it’s relevant to their work), and to be seen as active in doing so.

«One of the more successful social collaboration solutions I’ve observed was in an organization where a key executive stopped responding to any email message with an attached document. He

politely replied to each sender that he would read the message when the message included a link to the document they wanted him to

review rather than an attachment. He truly «owned» the solution and took accountability for effecting change by modeling the behaviours

he wanted every employee to follow» !Susan Hanley, social collaboration consultant

Carrot and stick - a perfect approach

Definitions of User Groups

• First wave people

– Early adopters of anything new, advocates, champions, enthusiasts

– Very low need for adoption help

• Second wave people

– The largest body of people in a group, community or organization

– The target market for adoption help

– Have to understand where, how and why the new tools will improve their current work

Getting beyond the first wave adopters to the second wave adopters is essential to driving

better business performance.

Second wave people are carrying out vital business activities, and there are many more of them within any group, organization or community, and therefore have a much greater impact on business

performance

But they are less capable by themselves of making the intuitive leap from what the technology does to how they could use it

to do their work better.

Don’t be a total !

BITIOTBuild It and Throw It Out There

Roadblocks to Change • Roadblocks from Individuals

– Fear of the Unknown

– Comfort with the Status Quo

– Pushback on Being Forced to Change

– No Sense of the Possible Future Benefit

– Being a Key Stakeholder in the Status Quo

• Roadblocks from Groups

– Group Habits

– Irrevocable Change

– Work Practice and Technology Are Inseparable

• Roadblocks from the Organization

– Culture

– Politics

– Systems

– Time

Five Models of Change

•# 1 Stages of Change

–Pre-contemplation - people are happy with status quo

–Contemplation - considering change but no commitment

–Preparation - decison to change - searching alternatives

–Action - taking active steps and need support

–Maintenance - change done - new status quo

Five Models of Change

•# 2 Diffusion of Ideas

–Opinion leaders demonstrate the change

–Followers adopts the change

–Community adopts new social norm

Five Models of Change

•# 3 The Change Journey

–Preparation

–Starting the change journey

–Living the change journey

–Creating skills for working in constant change

Five Models of Change

• # 4 Culture and Work Practice

– Changing Attitudes - readiness for openness

– Changing Values - common or individual

– Changing Goals - inform or dialogue

• # 5 Sticks and Carrots

– Punishment/Sticks for short time results

– Financial Reward/Carrots for long time results

– Combination gives increased utility

Four Stages of User Adoption

• # 1 Winning Attention

•Executive support and sponsorship

•Real life scenarios

•Exemplar stories

•Roadshow to show

•Organizational chaos

Four Stages of User Adoption

• # 2 Cultivating Basic Concepts

•Classroom Training

•Web-Based Training

•Pages on the Intranet

Four Stages of User Adoption

• # 3 Enlivening Applicability

•Facilitated Group Re-Imagining

•Over-the-Shoulder Watching

•Embedded Champion

• Sandbox for Experimentation

•Easy First Steps

•Build It And They Will Come

Four Stages of User Adoption

• # 4 Making it Real

•Zero Other Options

• Stop Doing, Start Doing Patterns

•Bulk Loading Party

•Internal User Group

• You know it’s real when:

•Business gets done in the new system

•Alternative systems are removed

•Other people expect you to use it

•The new system becomes invisible

•The new system integrates with other systems

Adoption Plan Proposal• Adoption Board

• Maximum 5 members - decision makers, stake holders, IBM • Kickoffs

• Present Social Collaboration as Consept & Live Demo • Onsite or online? All Company or Departmental? One or two sessions?

• Super User Group • 1 - 2 departmental super users - stakeholders

• Education of Super Users • 2 x 3 hrs sessions - hands on

• Education of Second Wave Users • 1 x 3 hrs - hands on

• Education of Top Management • 1 x 3 hrs - hands

• Bulk loading party’s • 2 x 3 hrs - moving needed old stuff into new system

• Coaching, Coaching, Coaching • IBM & Superusers in support the first days up and running

Kickoff’s

• 08:30 - 09:00 Coffee

• 09:00 - 09:30 The challenges facing our business, 5 minute video from the CEO

• 09:30 - 10:00 About the new technology, and how it will help us improve the game

• 10:00 - 10:30 Scenarios from other businesses, with two 5 -minute video interviews

• 10:30 - 11:00 Coffee, donuts and discussion

• 11:00 - 12:00 Live Demo, Q&A

Education Sessions for Super Users

• General overview and demo

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

• Hands On Training

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

!

Education Split on 2 x 3 Sessions

Tell- Show - Do!

Education for Second Wave Users

• General overview and demo

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

• Hands On Training

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

!

Education Split on 1 x 3 Sessions

Tell- Show - Do!

Education for Top Management

• General overview and demo

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

• Hands On Training

– Profiles

– Files

– Activities

– Communities

– Blogs

– Wikis

– Ideator

!

Education Split on 1 x 3 Sessions

Tell- Show - Do!

One On One Face To Face

Private Sessions

Bulk Loading Party

• 09:00 - 12:00

– Update your Profile!

– Upload your picture!

– Invite your network!

• 12:00 - 13:00

– Lunch & Work

!

• 13:00 - 16:00

– Upload my 10 most used Files!

– Establish my first Community!

– Invite to a Discussion!

• Q&A, Coaching during whole session

• Coffe, Tea, Refreshments in Place

• Fun & Give Aways

Needed Planning & To-Do’s

• Establish strategic plan for Social Business to define what customer want to achieve and how to measure it.

• Establish and publish the story on «Why We Need To Change The Way We Work».

• Establish members of Adoption Board

• Establish members of Super User Groups

• Establish dates for Kickoffs

• Establish dates for Super User Training

• Establish dates for Second Wave User Training

• Establish dates for Top Management Training face to face and in private

• Establish dates for Bulk Loading Party’s

• User Adoption Strategies, Michael Sampson - MUST READ for adoption projects • Collaboration Roadmap, Michael Sampson • Doing Business with IBM Connections, Michael Sampson - MUST READ for IBM’ers • Be Bold!, Sandy Carter - MUST READ for Social Business understanding • Collaboration, Morten T. Hansen - lots of collaboration theory • From Crowd to Community - vision and inspiration, Patrick Savalle, Wim Hofland and Arnd Brugman - tells how Sogeti implemented IBM Connections in their organization • Group Genious, The Creative Power of Collaboration, Keith Sawyer • Managing Virtual Teams, Getting the most from Wikis, Blogs and other Collaborative Tools, M. Katheringe Brown/Brenda Huettner/Char James-Tanny • Naked Conversations, How Blogs are changing the way businesses talk with customers, Robert Scoble/Shel Israel • Performance Dashboards, Measuring, Monitoring and Managing Your Business, Wayne W. Eckerson • Strategies and Tools for Corporate Blogging, John Cass • TeamPark - platform and method, Patrick Savalle, Wim Hofland and Arnd Brugman • UNBOSS, Lars Kolind, Jacob Bøtter - MUST READ for Change Management, in Danish, sold as ebook on AppleStore - very exciting and inspiring bookon management, strategy and, in my mind, about true Social Business • Employees first, Customers Second - turning conventional management upside down, Vineet Nayar

Some useful books on collaboration, social business, communication and virtual management - most of them available on amazon.com

Some of my involvements - adoption, advisory, briefings, training

TV 2, Kristian Gerhard Jebsen, Cermaq, Pronova Biopharma BASF, Adecco, Geno, Sparebank1 Gruppen, J. Lauritsen, Folksam, Orkla, Borregaard, Brunvoll, Deltagruppen, Maintech, Hoegh Autoliners, Hydro,

Nordland Fylkeskommune, Atea, Evry, Crayon, IDC, J. Boye, Norled, Norwegian Offshore Logistics

Conference, TEDx Trondheim, Norwegian Business School, Symfoni Software User Group, Norwegian Tax

Authority and many, many others...

http://www.ibm.com/smarterplanet/us/en/socialbusiness/overview/index.html

http://www-01.ibm.com/software/lotus/products/connections/

http://www-01.ibm.com/software/lotus/collaboration/assessment/

arne.nielsen@no.ibm.com 0047 41535313

Useful tools

Questions?

Thank You!

arne.nielsen@no.ibm.com 0047 41535313 www.the-nielsen-chronicle.com @Arne_S_Nielsen

Parts of this presentation is built on knowledge, experience and ideas shared by Michael Sampson in his excellent books «User Adoption Strategies» and «Collaboration Roadmap». When his next book, «Doing Business with IBM Connections» is published, I will update this presentation with more specific ideas on

how to adopt IBM Connections. !

Thank You Michael, for your inspiration, your knowledge and your willingness to share!

If you want to read more about social business adoption or buy one of Michaels books - click here:

Making Collaboration Work—Culture, Governance, Adoption - Michael Sampson on Making Collaboration Work