User Adoption Strategies for Collaboration Software
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User Adoption StrategiesThe Central Desktop Approach
Michael Sampsonwww.michaelsampson.net
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Who is Michael Sampson?
• Collaboration Strategist– Author– Consultant– Workshop Leader
• Serve end-user organizations– NOT the vendors
• Improving the performance of distributed teams
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Where Are We Going Today?
• Setting the Stage• A Framework for User Adoption• Strategies for User Adoption• How Others Are Doing It– Case Studies– Survey Findings
• Endnotes & Resources
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Setting the Stage54321
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It’s easy to deploy new tools.
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A Web browser dash.
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A credit card flash.
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And you’re done.
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Challenge ... Getting people to use the new collaboration tool
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This isn’t just aCentral Desktop issue
SharePoint customers face it.IBM Lotus customers face it.Every organization faces it.
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You need a (great) answer to the question …
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“How is this going to improve my work and life?”
I’m busy. I have a lot on my plate.Why should I give you the time of day?Why should I care?Is there substance here?
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Assumption1 You have worked out the “global why” of Central Desktop
Business driversTeam drivers
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Assumption2 You have translated “the global why” into a “personal why”
MeaningfulPersonally relevant
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A Framework for User Adoption54321
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MakingIt Real
Four Stage Model of User Adoption
EnliveningApplicability
CultivatingBasic Concepts
WinningAttention
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Stage 1. Winning Attention
• They aren’t interested in features and capabilities
• How do we get them interested?• What others are doing
WinningAttention
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Stage 2. Cultivating Basic Concepts
• Explain how the new stuff works• Train how to use it• Provide grounding, conceptual
understanding, and practical experience
CultivatingBasic Concepts
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Stage 3. Enlivening Applicability
• Explore reasons and value• How could it apply to their work?• “me, us, my group and team”Enlivening
Applicability
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MakingIt Real
Stage 4. Making It Real
• Make it real and personally relevant
• It’s the new “now” way• Don’t shoot yourself in the foot
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Strategies for User Adoption54321
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Stage 1. Winning Attention
• They aren’t interested in features and capabilities
• How do we get them interested?• What others are doing
WinningAttention
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Exemplar Stories
• How other people in your organization are getting value and benefit
• Real people, real situations … “social proof”• “I want that”• On intranet, in newsletters
WinningAttention
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Real-to-Life Scenarios
• Narrative scenarios about how a group works– “A day in the life of customer services”– “A project in the day of a research team”
• Shows the possibilities embedded in their reality
WinningAttention
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Senior Executive Support
• Senior executives as involved as others– E.g., Senior Executive workspace
• Provides environmental context– Level 1. “This is important” (talk)– Level 2. “I am doing this” (action)
WinningAttention
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Stage 2. Cultivating Basic Concepts
• Explain how the new stuff works• Train how to use it• Provide grounding, conceptual
understanding, and practical experience
CultivatingBasic Concepts
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Classroom Training
• Teach the “what” of Central Desktop– Various design considerations– Good for dense concentrations of people– Hands-on = better learning
Cultivating Basic Concepts
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Web-Based Training
• Live webinars, Recorded webinars, E-learning courseware– Wide geographical coverage without travel– Self-paced instruction– Ease of updating with new material
Cultivating Basic Concepts
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Pages on the Intranet
• Help pages on the Intranet– Usually text heavy, can include screen recordings– Can be VERY boring, and LACK context– Self-paced instruction– Could include social engagement opportunities
Cultivating Basic Concepts
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Stage 3. Enlivening Applicability
• Explore reasons and value• How could it apply to their work?• “me, us, my group and team”Enlivening
Applicability
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Facilitated Group Re-Imagining
• What are the activities the group does today?– These are underpinned by assumptions about
technology capability sets– BUT … these have changed– So what now?– How can we re-imagine work?
EnliveningApplicability
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Sandbox for Experimentation
• A place to play and try things out– Less about “doing business”– More about “what could this do for me or us?”
• See Six Steps to Collaboration Success– www.centraldesktop.com/whitepapers?w=six_steps
EnliveningApplicability
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Easy First Steps
• Help them to accomplish the first things– Setting their profile– Uploading a picture– Creating subscriptions– Looking at the various places
• Changes it:– from “a system out there” – to “something I am involved with” Enlivening
Applicability
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Over the Shoulder Watching
• Observational learning about current work practice
• In-situ recommendations or ideas:– “Did you know you could …”– “Have you tried doing it this way …”– “Why are you clicking into there?”
EnliveningApplicability
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MakingIt Real
Stage 4. Making It Real
• Make it real and personally relevant
• It’s the new “now” way• Don’t shoot yourself in the foot
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Stop Doing, Start Doing Patterns
• A mini-activity or set of sequences for a group– Frequently repeated, well embedded– A way of encapsulating the transition from the old
to the new• Document reviews• Discussions• Finding expertise
– Accountability leverMakingIt Real
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Internal User Group
• Internal group made up of supportive individuals– Focus is on doing work better with the new stuff– Discussions, Asking questions, Finding expertise,
Moaning together
MakingIt Real
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Zero Other Options
• Treat the Central Desktop as the place of work– Post the meeting notes– Upload the latest document version– Keep team member details– “We do work in here”
• Don’t make exceptions for people
MakingIt Real
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How Others Are Doing It54321
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Case Study: Publishing (Global)
• First educate, then allow usage togrow organically
• Dedicated Central Desktop IT training staff• Established training process– In-person and web meeting training– Handouts with usage tips
• Help Desk manages approval process for setting up workspaces
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Case Study: Real Estate (USA)
• Made the process approachable– Gave Central Desktop an identity – “Cee Dee”– Introduced to staff in small doses
• Set up workspace with Central Desktopreference guides
• Proactively sent periodic emails with usage tips
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Case Study: Marketing Firm (USA)
• Executive-level support• New employees are shown immediately how
to use Central Desktop• Created own help videos– Screen video capture program– 5-10 use case specific videos– E.g. “How to pull an old contract”
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Survey on User Adoption
• Web-based survey– January 2010 to March 2010
• Recruitment of respondents through multiple channels– Twitter, Blog posts, Weekly newsletter– Blog posts via others (Central Desktop, Microsoft)
• Over 400 respondents (>200 Central Desktop)
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Findings from a Recent Survey:Central Desktop Respondents
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Central Desktop Slide: Org Size
Central Desktop Respondents Only
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Central Desktop Respondents Only
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Central Desktop Respondents Only
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Zero Other Options
“It’s where we work”“Go find it there”
“Taking away alternatives”
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Make It Real
“Examples using our work”“Actual tasks and projects”
“Using the tool for our projects”
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People with Influence
Executives using itThe internal champion
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Endnotes and Resources54321
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The most common user adoption strategies …
Pages on the IntranetClassroom TrainingWeb-based Training
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… are not the most effective user adoption strategies.
Over-the-Shoulder WatchingExecutive Support / Sponsorship
Real-to-Life ScenariosZero Other Options
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and …
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The strategies that are most effective for user adoption...
Over-the-Shoulder WatchingExecutive Support / Sponsorship
Real-to-Life ScenariosZero Other Options
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… require that you also do the most common user adoption strategies
Pages on the IntranetClassroom TrainingWeb-based Training
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Resource: User Adoption Report
• Survey findings– 206 CD respondents– Key strategies
• 20 pages• Available immediately
www.michaelsampson.net/cd.html
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Resource: User Adoption Book
• My new book– The User Adoption Model– How to use each strategy
• 268 pages• Available NEXT WEEK!
www.useradoptionstrategies.com
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www.michaelsampson.net/may26.html
Two very special offers!For 48 hours only
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Questions & Answerswww.michaelsampson.net/may26.html