This document summarizes a webinar on strategies for increasing user engagement and adoption of collaboration platforms. It discusses establishing a strategy involving pre-engagement, rollout, and re-engagement phases. It also covers understanding the 3Cs of content, context, and community and using techniques from marketing, gaming, and design to build engagement loops. The webinar provided war stories of failed collaborations and success stories of highly engaged users. It emphasized focusing on engagement after launch rather than just during rollout.

1. Presented on behalf of:
Stop Presented by:
Pushing, Dan Keldsen, President of
Get Your
Team to Pull! www.InformationArchitected.com
Hashtag for Webinar: #e2pull
@dankeldsen
@centraldesktop

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

4. 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

5. We’ve Been Doing it Wrong…

6. 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:
http://bit.ly/xQYbH

7. No More Spray & Pray
It’s Time to Focus
Image Source: Halo – Microsoft Studios and Bungie Software

8. Ready?
Time to Engage Your Brains

9. Q: Are all IT projects doomed?

10. Q: Are all marketers liars?
Photo credit: http://www.flickr.com/photos/festivalinternacionaldeteatroclasicodealmagro/5657392648/

11. Q: Are all salespeople evil?
Photo credit: http://www.flickr.com/photos/rjs1322/1009831723/

12. Learn from the Masters…
Marketing Sales Gaming

13. It’s Not Luck
It’s Serious Skillz…
©2010 Information Architected, Inc.
www.InformationArchitected.com
www.IAIUniversity.com

15. Bonus Content: See video of 2009 E2.0 Keynote
presentation at http://bit.ly/r7sfMD

16. Has an inability to effectively
collaborate negatively impacted your
organization? (n=114)
Source: Information Architected, Inc.

17. 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

18. Planning the Strategy
Successful
Collaboration
Platform
Pre- Re-
Engagement Engagement
Roll-out

19. 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?

20. After Launch…
Photo: NASA
…is Where You Succeed or Fail…

21. Not When You Wave Goodbye…
Photo: NASA
And Go Home…

22. 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?

23. Myth
People Hate Change
Photo Credit: http://www.flickr.com/photos/mararie/1341257723/2

24. Croc Brain is Picky
( It will ignore you if possible )
Source: Pitch Anything by Oren Klaff

25. 3 Key Stages in the Lifecycle
Enthusiast
Mastery
Regular
Habit-Building
Source: Amy Jo Kim
Newbie
Onboarding

26. 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

27. 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

28. 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: http://dribbble.com/shots/142779-Progress-bar-lives

29. 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

30. Planning the Strategy
Successful
Collaboration
Platform
Pre- Re-
Engagement Engagement
Roll-out

31. Social Gaming Engagement Styles (2011)
Acting"
Express" Compete"
Content" Players"
Explore" Collaborate"
Source: Amy Jo Kim
Interacting"

32. 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"

33. 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: bit.ly/opgLWI

34. Complications of Real Work
Info is Everywhere, Time Available and
In Many Forms Urgency Varies

35. Feedback Feeds Forward
So Get Out of Your Cube and
Get to Know Your 3 Cs and
Turn on the Engagement Loop!
Photo credit: http://www.flickr.com/photos/sundazed/1450388845/

36. Recap: 3 Major Frames
Strategy of 3 Cs Engagement
Pre- of Lifecycle of
Engagement, Content, Newbie,
Roll-out, Re- Context, Regular,
Engagement Community Expert

37. Questions? Comments?
Dan Keldsen, President Isaac Garcia, CEO
InformationArchitected.com CentralDesktop.com
dk@InformationArchitected.com ceo@centraldesktop.com
Twitter: @dankeldsen Twitter: @isaacgarcia
617.933.9655 866.900.7646