How to design for adoption. Social Business Symposium July 22, 2011 Gia Lyons, Strategic Advisor
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Gia Lyons Strategic Advisor Jive Business Community Manager community.jivesoftware.com twitter.com/gialyons giatalks.com
For more information about Jive Software, visit www.jivesoftware.com
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Snapshot
First, know your company objectives, user needs, and key scenarios Then, design your social business environment for adoption Next, avoid common pitfalls Finally, routinely check your design’s health
Before you design anything, know what you’re
designing for
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Answer these questions:
What are your company’s objectives for a social business community or platform?
Who are your users, and what do they want?
What are one or two key user scenarios that map to both your company’s and your users’ needs?
What is the community’s overall identity?
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Example: company objectives Employee-‐facing social business pla3orm
By par'cipa'ng in a social business pla2orm, employees can: • Reach more people • Find informa'on faster • Be more aware of others and the business … which can lead to: • Be>er orchestra'on of customer interac'on • More innova've conversa'ons • Overall work transforma'on
… which supports these corporate ini'a'ves: • Improve Customer In'macy • Achieve Technology Superiority • Flawless Execu'on to Gain Market Leadership
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Example: company objectives Customer-‐facing community
By par'cipa'ng in a customer-‐facing community, employees, prospects, customers and partners can connect to, learn from, and share with others about our products and services – specifically, how to: • Develop and internally promote a business case • Implement, support, and innovate our products and services
… which can lead to: • Expanded business networks across employees, prospects, customers, and partners • The most trusted, single source of truth for informa'on and best prac'ces … which supports these corporate ini'a'ves:
• Differen'ate our brand as a thought and innova'on leader in marketplace • Deliver a digital strategy that drives lead genera'on
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Example: users and their needs
Employee-‐facing social business pla3orm Our company’s wireless business is comprised of 10,000+ employees across several business units who have no easy way to:
• Find and connect to wireless-‐related people or informa'on
• Share wireless-‐related messages, ideas, insights and exper'se with the greater employee community across geographical and cultural differences
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Example: users and their needs
Customer-‐facing community about implemen7ng electronic health record (eHR) systems
Medical professionals are responsible for using an eHR for as part of daily pa'ent care ac'vi'es, and are concerned about the impact that doing so might have on delivering quality pa'ent care
Researchers influence decision makers’ purchase of consul'ng services, and both groups are concerned with finding proof that success is achievable versus choosing to budget for the penalty fee
Employee subject ma>er experts (SMEs) are already recognized experts in the healthcare industry and are focused on delivering quality consul'ng services to healthcare professionals about implemen'ng eHR
Knowing your objectives and users makes it much easier
to define key user scenarios, and the environment’s overall identity and design
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Design your community
1. Identify key characteristics based on overall user needs
2. Express them in purpose, calls to action, motivation, and examples
3. Define activity flow
4. Structure for ease of use
5. Seed with balanced company and user content and interaction
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Iden7ty
Sharing Volunteering Informa'on
Rela7onships Connec'ng
Groups Collabora'ng
Presence Broadcas'ng
Reputa7on Status
Content Consuming Informa'on
Conversa7ons Dialogue
1. Identify key characteristics
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2. Express the characteristics
Purpose “What’s this site all about in five seconds or less?”
Calls to Action “OK, I’m here. What do you want me to do? Make it obvious.”
Motivation “What’s in it for me if I answer your calls to action? Is it what I want?”
Example “What behavior do you want me to model? Give me an example.”
Purpose? Calls to Ac7on? Mo7va7on? Example?
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3. Define activity flow
“What happens when I click here?”
Newbie Savvy
Member AGributes None Low Medium High
Familiarity with basic computer skills
Willingness to learn new technologies
Exposure to online community/social networking concepts
Perceived value of online communi'es or social networking
Social technology ac'vity level
Knowledge level about your community’s topics
Level of Concierge Service
The higher the newbie score, the higher the design’s “concierge service”
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Example: concierge service
Newbie Savvy C: “Introduce Yourself”
P: All about Profiles C: Complete your profile M: Benefits of networking E: Profile guidelines E: Featured member profile
Open profile in edit mode Open profile in edit mode
C: “Introduce Yourself”
Primary characteristic: Relationships
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4. Structure for ease of use
Provide just enough structure to support calls to action, key scenarios
Make. It. Simple.
Photo credits: Randomduck and Leo Reynolds
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Primary characteris'cs: Conversa7ons, Sharing, Rela7onships Calls to ac'on: Learn, Share, Connect Suppor'ng structure: “lobby” area for ini'al par'cipa'on, sub areas based on persona
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5. Seed content and interaction
People do what they see other people do
People respond best to authentic examples, e.g., “Community Admin” shouldn’t be the primary contributor
Soft-launch to key users, ask them to enact the key scenarios before inviting others to the community
Photo credits: dmswart, Swami Stream, LadyDragonflyCC
Key Scenario: Sales rep asks a ques7on, SME answers it in a 7mely manner
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Key Scenario: Sales rep asks a ques7on, SME answers it in a 7mely manner
Once you’ve soft-launched your community, talk with users to ensure
that you’ve avoided these common pitfalls
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Avoid common pitfalls
One-way broadcasting Over-branding the look and feel Under-positioning with other applications and websites Over-structuring according to org charts or product lines
Periodically, make sure your design is healthy
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Check design health
Can a visitor understand what the site is all about in 5 seconds or less? Is it clear what users are supposed to do? Is it easy for them to do it? Is there just enough structure to enable key scenarios? Are there examples of desired behavior and the rewards for doing so? Is there a balance of company and user content?
Q & A