Connecting People

28 Aug Using the Hub and Spoke Approach to Build Adoption of Enterprise Social Technology

Everyone wants to be a part of a healthy organization that encourages open communication and knows how to facilitate the exchange of knowledge to create greater operational efficiency. The good news is that enterprise social software is taking off among leading organizations, transforming the delivery of products and services to customers.

While enterprise social is a powerful resource, it provides little value to organizations if not meaningfully adopted by employees. Inserting technology and hoping for the kind of strategic use that speeds the organization to the goal is a well intended, and frequently doomed approach. Identifying the right use cases is important when beginning an organization’s social network, or reviving a network that never really got off the ground.

Today, we’re starting a series of posts focused on exploring effective use case development. We’ll cover how to – identify and evaluate potential use cases, develop effective use case champions, and support valuable and relevant, goal-centered use that will pave the way for wide adoption of enterprise social technology.

When you’re dealing with the goal of getting work done you can’t ignore that people need to do more than communicate. Organizations don’t want people communicating just for the sake of communicating.  Organizations need to build relevant experiences and create meaningful interactions that promote the value sought in collaboration as a business solution. This need is addressed through a hub and spoke methodology and leverages these key components:

  • Use case development: this approach allows for scalable growth and user support, while preparing an organization for wide adoption.  In addition, it offers the added benefit of iterative approach, where small groups can quickly modify tactics based on feedback to support the user experience.
  • Identification of purpose driven groups: find the use that serve the greater goals of an organization. Each spoke in the network helps set the tone and highlight use for specific business needs.
  • Cultural changes: in many situations, the introduction of collaborative tools represents a shift not only in the work being done, but also in the culture of the organization. Asking users to “work out loud” for the first time can be disorienting and uncomfortable. Focusing use cases on specific action can help orient new users quickly and increase their comfort.

In the coming weeks, we will be publishing several posts with practical advice to drive adoption of enterprise social technology. Stay tuned as we get into the nitty gritty of how it’s done with next weeks post on discovering and developing new use cases to build the network.