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(Collaboration) Stop Pushing, Get Your Team to Pull!



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Most collaboration deployments rely on luck, or a hope that "buying the best" will make for collaboration success. You'd have better odds playing the lottery than expecting that kind of strategy to work out.

The unfortunate truth is that most collaboration implementations are not designed and pre-loaded to solve actual business problems or to expedite the daily work that real employees need to get done on a regular basis.

As a result, most collaboration deployments are doomed to failure.

Dan Keldsen, collaboration expert and principal consultant at Information Architected, shows you how to stack the odds in your favor with:
* Pre-engagement, rollout and post-rollout strategies that get more people using your platform right out of the gate and on into the future.

* War stories of collaboration deployments gone bad.

* Top reasons why people DO use (and even love) their collaboration platform.

* And a combination of techniques from the realms of influence, gaming, design and Agile that increase user adoption.

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(Collaboration) Stop Pushing, Get Your Team to Pull!

  1. 1. Presented on behalf of: Stop Presented by: Pushing, Dan Keldsen, President of Get Your Team to Pull! Hashtag for Webinar: #e2pull @dankeldsen @centraldesktop
  2. 2. About Dan Keldsen Expertise: •  Innovation management •  Social business •  Enterprise 2.0/Web 2.0 Background •  Information Architected: president and Principal Consultant •  AIIM International: former director and co-founder, Market Intelligence unit •  Delphi Group: former senior analyst, consultant and CTO
  3. 3. What We’ll Cover Strategies for: Pre-engagement Rollout Re-engagement War stories: Collaboration deployments gone bad Success stories: Top reasons why people DO use (and even love) their collaboration platform Based on Techniques from: Marketing, Sales, Influence, Gaming, Design and Agile that increase user adoption and engagement
  4. 4. We’ve Been Doing it Wrong…
  5. 5. 3 Collaboration Crutches 1.  We’ve been taught not to collaborate 2.  Management is anti- collaboration 3.  Technology only magnifies collaboration skills & attitude Bonus Content: Listen to interview with Carlos Dominguez of Cisco on Virtual Collaboration Problems:
  6. 6. No More Spray & Pray It’s Time to Focus Image Source: Halo – Microsoft Studios and Bungie Software
  7. 7. Ready? Time to Engage Your Brains
  8. 8. Q: Are all IT projects doomed?
  9. 9. Q: Are all marketers liars? Photo credit:
  10. 10. Q: Are all salespeople evil? Photo credit:
  11. 11. Learn from the Masters… Marketing Sales Gaming
  12. 12. It’s Not Luck It’s Serious Skillz… ©2010 Information Architected, Inc.
  13. 13. Bonus Content: See video of 2009 E2.0 Keynote presentation at
  14. 14. Has an inability to effectively collaborate negatively impacted your organization? (n=114) Source: Information Architected, Inc.
  15. 15. Insights from IBM’s Global CIO Study High-Growth CIOs •  Actively use collaboration and partnering technology within IT organization 60 percent more often •  Spend 94 percent more time integrating business and technology to innovate •  Devote 87 percent more of their time to enabling business and corporate vision Low-Growth CIOs Mired in tactical execution and IT issues
  16. 16. Planning the Strategy Successful Collaboration Platform Pre- Re- Engagement Engagement Roll-out
  17. 17. What You Wanted to Know We asked: You answered: • What is the process/strategy? Do you have any • How do you avoid confusing people and have simpler tools? specific concerns • How do you build buy-in? about pre- • How do you get employees to not be afraid of the system? (It was engagement to created to be helpful, not hurtful) • How to get users to contribute? post-engagement • How do you guarantee buy-in before launch? process? • How to market collaboration as a benefit for all parties? • How to engage different audiences for collaboration?
  18. 18. After Launch… Photo: NASA …is Where You Succeed or Fail…
  19. 19. Not When You Wave Goodbye… Photo: NASA And Go Home…
  20. 20. Pre-Engagement Questions to Ask for Collaboration •  What’s the context? •  What goes in here? •  Who has access? •  Where’s my old stuff? •  Is this an empty library and we have to figure it out? •  Is there content or conversations that should NOT go in here? If so, where do they go? •  Why should I use this system vs. something else? •  Does anyone own this? •  Who do I ask for questions? •  Is there training?
  21. 21. Myth People Hate Change Photo Credit:
  22. 22. Croc Brain is Picky ( It will ignore you if possible ) Source: Pitch Anything by Oren Klaff
  23. 23. 3 Key Stages in the Lifecycle Enthusiast Mastery Regular Habit-Building Source: Amy Jo Kim Newbie Onboarding
  24. 24. Deconstructing Engagement Loops Visible Progress Positive Emotion Stats / Challenges / Awards / Messages Fun / Delight / Trust / Pride / Curious Player (re)Engagement (social) Call to Action Source: Amy Jo Kim Task / Mission / Game / Quiz / Gift Customize / Share / Help / Compete Newbie Onboarding
  25. 25. Common Collaboration Cases Three primary use cases tend to be: 1.  Find a specific piece of information (library) 2.  Complete a specific task 3.  Find an expert or appropriate person 4.  Collaborating to create, locate, update or complete the above
  26. 26. Show Progress & What’s Next Source: LinkedIn – Profile Completeness Feedback is key to engagement, and engagement is what makes collaboration systems successful. No engagement = no use = complete waste Source:
  27. 27. Strategy + 3 Cs = Ripe Target Structure, meaning Needs, behaviors Document/data types,content Information needs, audience types, objects, meta-information, existing expertise, experience, tasks, structure, future structure, volume information-seeking behaviors Content Community Culture, technology Business models & goals, Context corporate culture, technology, funding, politics, resources, constraints
  28. 28. Planning the Strategy Successful Collaboration Platform Pre- Re- Engagement Engagement Roll-out
  29. 29. Social Gaming Engagement Styles (2011) Acting" Express" Compete" Content" Players" Explore" Collaborate" Source: Amy Jo Kim Interacting"
  30. 30. Social Engagement Verbs" Acting" Build" Create" Win" Challenge" Design" Purchase" Express" Compete" Decorate" Showoff" Customize" Choose" Compare" Taunt" Content" Players" View" Collect" Comment" Like" Greet" Source: Amy Jo Kim" Rate" Vote" Explore" Collaborate" Share" Curate" Review" Help" Give" Interacting"
  31. 31. Different VIEWs on Decision- Making and Problem-Solving Orientation to Change Explorer Developer Manner of Processing External Internal Ways of Deciding Person Task Bonus Offer: For webinar attendees, take advantage of free VIEW for Two offer:
  32. 32. Complications of Real Work Info is Everywhere, Time Available and In Many Forms Urgency Varies
  33. 33. Feedback Feeds Forward So Get Out of Your Cube and Get to Know Your 3 Cs and Turn on the Engagement Loop! Photo credit:
  34. 34. Recap: 3 Major Frames Strategy of 3 Cs Engagement Pre- of Lifecycle of Engagement, Content, Newbie, Roll-out, Re- Context, Regular, Engagement Community Expert
  35. 35. Questions? Comments? Dan Keldsen, President Isaac Garcia, CEO Twitter: @dankeldsen Twitter: @isaacgarcia 617.933.9655 866.900.7646