Adoption by Chance, Hierarchy or Community

Sticking with the ‘power of 3’ theme from a previous post (The Power of 3) here are the least / most effective approaches to adoption (habitual usage) and sustained business value from collaborative technologies.

1 – Throw it over the fence and let the business get on with it (Adoption by Chance).
– Provide access to the tools
– Provide access to training areas
– Develop communication / launch plan
– Create messages and deliver through formal channels
– Email alerts
– Portal / Intranet
– Traditional Change Agents
– Leave it to the business to ‘go figure’
Adoption success around 10-15%

2 – Common Formal Approach (Adoption through hierarchies)
Favoured by many of the consultancies involving engagement through leadership, implementing a formal approach around defining and delivering the programme which is refined, together with collateral that is recycled and enhanced as the programme develops. The formal approach includes elements such as:
• Developing the pitch
• Defining ‘What’s in it for me’? for business areas
• Technology Planning
• Engagement planning
• Adoption services
• Build and sustain
Adoption success around 45 – 60%

3 – Social Approach (Adoption through informal networks, tribes and communities)
This generally involves engagement through informal structure of companies with adoption built around explicit use cases (not abstract but rapid, high volume explicit use cases) and supported by:
• Deploy waves of rapid use cases
• ‘Word of mouth’ through networks
• Nudge channels
• Informal advocates
• Social learning
Adoption success around 55 – 70%


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