03 Nov How to Sustain the Growth of Social Business Adoption
Now that we’ve identified the need for purpose driven use, selected the projects and people who will work within the new network, and the types of activity they’ll offer, we need to think about how we’ll build on this activity to grow the broader network.
This approach supports network development at a healthy, sustainable pace and avoids “go forth and collaborate” confusion about how users and teams can benefit from the experience of collaborating.
Thoughtfully balancing pace, how quickly the network develops, and scope, how much process driven work and how many teams or users are included, will position collaboration for a strong, purpose driven growth cycle.
Enterprise-wide collaboration should increase over time – not overnight. Focus efforts on growing a strong buy-in with small teams and gradually ramp up to larger groups. It is also important to balance this with the understanding that too few use cases will not yield the activity desired. Be thoughtful about scope and pace, and consider that the network will grow when the members of the network see value, and a reason to spend their time there.
Developing, or maintaining a healthy network simply means, developing or maintaining value. Here are ways to ensure quality and value from the experience.
- Deliver rock solid support. A rich self-help library, an engaged discussion forum for Q&A, suggestions for use, and clarity for all participants lowers barriers to adoption.
- Set goals and measure against them. Support the initial use cases by measuring progress to their goals. Is their work reducing email? Is it improving sentiment? Help them along the way as they change their work habits.
- Report results to use case champions regularly. Keep the core motivational team in the loop. Work with them to build meaningful activity and value across the network.
- Demonstrate, support and grow. Open the gates to broader and broader use all the time. This can be done in phases, opening use case criteria to less specific purposes as they’ve become more and more familiar with the already successful use cases. Be sure that help and support are in great shape and are scaled to support the growing network.
This approach provides the ability to ensure relevance, reduce resistance, and introduce new working behaviors in a way that supports active users. Successful early use cases offer examples of how the larger organization can employ a collaborative environment and support the broadest adoption.
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(Photo Credit: Lollyman)