This document discusses strategies for encouraging adoption of Yammer through smart social governance. It emphasizes establishing an informed governance model based on understanding Yammer's purpose of social collaboration versus SharePoint's purpose of document collaboration. Key aspects of governance covered include usage policies, public and private groups, analytics, and identifying community managers to help mobilize networks and drive engagement. The goal is to thoughtfully govern Yammer in a way that encourages sharing and collaboration rather than enforcing rigid controls.

1. Succeed with Yammer
Encouraging Adoption with Smart Social Governance
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Perficient is a leading information
technology consulting firm serving clients
throughout North America.
We help clients implement business-driven
technology solutions that integrate business
processes, improve worker productivity, increase
customer loyalty and create a more agile enterprise
to better respond to new business opportunities.
ABOUT PERFICIENT

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PERFICIENT PROFILE
Founded in 1997
Public, NASDAQ: PRFT
2014 revenue $456 million
Major market locations:
Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chicago,
Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston,
Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City,
Northern California, Oxford (UK), Southern California, St. Louis,
Toronto
Global delivery centers in China and India
>2,600 colleagues
Dedicated solution practices
~90% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards

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OUR SOLUTIONS PORTFOLIO

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PERFICIENT & MICROSOFT

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SPEAKERS
Joe Crabtree
Sr. Solution Architect
Perficient
Rich Wood
Director, Perficient
• Enterprise technology strategist
and leader of high-performing
technology consulting teams
• Recognized thought leader in
enterprise social networking
and an early champion of the
Yammer platform
• Writes for CMSWire.com
• Presents at regional and
national forums including
SharePoint Conference 2014
• Technical expert in all things
Microsoft Cloud - SharePoint
Online (O365), Yammer, and
Azure
• Works with key accounts as a
lead subject matter expert
• As a Microsoft vTSP, serves as
a resource supporting multiple
Microsoft sales teams
• Frequent contributor to the
Perficient Microsoft blog

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YAMMER SUCCESS WITH PERFICIENT
Perficient helps clients achieve
Yammer success by augmenting the
“social journey” with specific work in
governance, use case definition,
planning for communication and
training activity, and the creation of an
internal change champion network
to foster continued success and self-
sustaining engagement in the
enterprise social arena.

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AGENDA
PHILOSOPHY
WHY you choose your
governance model and HOW that
drives or limits ENGAGEMENT.
INFORMED GOVERNANCE
The CHOICES you make that
DRIVE ADOPTION.
MOBILIZE YOUR NETWORK
Philosophy and configuration meet
REAL, LIVE PEOPLE: Where the
rubber hits the road.

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PHILOSOPHY OF GOVERNANCE

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PHILOSOPHY OF GOVERNANCE
• Your Philosophy of Governance is why and how you will use
enterprise social to solve problems
• Collaboration: Documents vs. People
- Example: Contrasting SharePoint and Yammer

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PHILOSOPHY OF GOVERNANCE
• Your Philosophy of Governance is why and how you will use
enterprise social to solve problems
• Collaboration: Documents vs. People
- Example: Contrasting SharePoint and Yammer
Blatant Twitter Soundbite:
Why you are using #Yammer drives how you
choose to govern it

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SHAREPOINT = DOCUMENT COLLABORATION

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YAMMER = SOCIAL
COLLABORATION
Social collaboration is about PEOPLE.
By, for, and about people
– People to people
– People to files
– People to data
– Conversations and collaboration for People

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DIFFERENT PURPOSE = DIFFERENT PHILOSOPHY

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Are you a SharePoint
admin doing Yammer
governance?
Then think upside down.

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DIFFERENT PURPOSE = DIFFERENT PHILOSOPHY

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INFORMED GOVERNANCE

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INFORMED GOVERNANCE
Usage Policies: Encourage Engagement
• The single most important aspect of Yammer governance.
• Always require sign-off for new users, as well as any changes to
the policy.
• Always keep the reminder in the right-hand navigation column.
• Be readable, not scrollable. Never write an iTunes-length
corporate usage policy.
• Refer back to binding agreements, don’t repeat them.

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INFORMED GOVERNANCE
Public and Private Groups: Encourage Sharing
• Use Groups – public and private alike – to address specific
business cases.
• Using SharePoint On-Premises? Embed Groups in SharePoint
Team Sites, Project Sites, and Publishing Sites.
• Use Private Groups only when confidentiality is necessary.

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INFORMED GOVERNANCE
Internally:
• Engage your users but keep them separated from confidential
discussions.
• Use Public Groups wisely to self-police the newsfeed.
Internal vs. External Networks: Know the Difference
Your colleagues are not your partners– and your partners are not your colleagues

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INFORMED GOVERNANCE
Externally:
• Know your audience and what they want from you.
• Stay on message to remind your partners who you are and why
they’re there with you.
• Always be mindful of NDAs and other legal agreements.
Internal vs. External Networks: Know the Difference
Your colleagues are not your partners– and your partners are not your colleagues

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INFORMED GOVERNANCE
Analytics: Track, analyze, and use measurable data to
understand and encourage desirable behaviors
• The basic analytics app provides a ground level understanding
of how many users are engaged and what groups are active.
• Third-party software like Lexer goes deeper to identify what
motivates users, what they are saying, where and when they are
saying it… helping YOU meet their needs faster and helping
THEM get more engaged.

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INFORMED GOVERNANCE
Basic Analytics App

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INFORMED GOVERNANCE
Lexer Listen
Yammer
Analytics

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INFORMED GOVERNANCE
Administrators
• SharePoint admins do not always make the best Yammer
admins
• SharePoint admins are too often enforcers; Yammer admins
should be enablers
• It’s less about configuration and more about communication
• Your Yammer admins need to promote collaboration,
connections, and successes

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INFORMED GOVERNANCE
The painless governance plan:
• Should be an outcome of the social strategy
• Start with what you have:
• SharePoint governance plan
• Existing policies for electronic communication
• Then review / amend / extend
• But always remember to think upside down

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MOBILIZE YOUR NETWORK

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NOW WHAT?
Next Steps:
So I’ve thought out my Social Strategy and I’ve put
together a Governance Plan. What do I do next?
1. Identify Community Managers
2. Build a team of Champions
3. Engage Executives
4. Grow Your Network
5. Moderate Your Network
6. Engage Your Network

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COMMUNITY MANAGER
a.k.a. Chief Collaboration Officer
• You help people complete non-routine work by de-
emphasizing hierarchy and authority as a means to an
end, and instead emphasizing collaboration.
• You are your network’s gardener. You plant the seeds
with governance and strategy. You nurture the sprouts that
grow.
• You communicate information to, from, and between
members of the community.

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IDENTIFY COMMUNITY MANAGERS
Understands company culture
Is knowledgeable about business initiatives
Establishes network plans & goals
Drives engagement activities
Cultivates a team of champions

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ROLES OF A COMMUNITY MANAGER
• Project
Manager
• Spokes-
person
• Change
Manager
• Thought
Leader
Referee

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BUILD A TEAM: YOU CAN’T DO IT ALONE
In order to make Yammer a success, you
need to have a team of people working
with you.
It will require work for you to build a
team of champions, but it’s important to
do this early on.

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A CHAMPION’S PURPOSE
A team of champions serves three key purposes:
1. They are your eyes and ears throughout the network,
letting you know about successes and #YamWins, as well
as objections and why people aren’t using Yammer.
2. They are your worker bees, helping distribute information,
answer questions, and encourage daily Yammer use.
3. They lead by example on Yammer – posting, liking,
commenting

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ENGAGE EXECUTIVES
It can be hard:
• But executive sponsorship and participation is a
critical success factor for your network
• You might not have access to your executives
• Executives who support collaboration and
transparency can lead their organization toward
innovation
• Executive presence on social platforms can help
build their credibility as a leader and connect
with their employees

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BE SPECIFIC WITH “ASKS”
Executives need clear direction, make it easy for them to follow through.
1. Have them explain in email and Yammer why the organization is using Yammer
2. Create and use a Yammer group to communicate with direct reports – you set this up for
them if necessary and add their reports
3. Have them try a “no email day.” Ask them to use only the group, no email, for internal
communications. Next step? “No email week.”
4. Coordinate a YamJam to connect leaders directly to employees

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GROW YOUR NETWORK
Identify Goals
Set expectations for yourself, your
stakeholders, and your network
goals.
Find Opportunities
Understand where opportunities
are for your network to develop as
you move through adoption
stages.
Plan Strategically
Organize training and
engagement activities to keep
your network moving forward.

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MODERATE YOUR
NETWORK
Encourage productive
conversations
Your network needs to understand what are –
• Good conversations
• Good replies
• Good content

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MODERATE YOUR NETWORK
Good conversations are composed of multiple, related replies that
yield at least one (1) business outcome.
1. A series of replies involving experts – people who know the answer to a question or have
something to contribute.
2. Learners may consume the conversation as they seek to know more or understand better.
3. We are all experts in some areas and learners in others.
4. Yammer allows employees to demonstrate expertise in ways that are not always related to
their job title.

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MODERATE YOUR NETWORK
Good conversations have a
business outcome
1. Knowledge (brand, product, culture)
2. Skill
3. Customer satisfaction
4. Sales success
5. Relationships

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ENGAGE YOUR NETWORK
YamJam
• Companywide collaborative Q&A session focused
around a specific topic, held on a specific day, and
for a specific period of time on your Yammer
network.
• A fun and effective way to engage employees and
get questions asked & answered transparently.
31 Days of Yammer
• Evolves your community further along its journey
towards working like a network, or re-invigorates a
stalled network.
• Month-long campaign will help to drive engagement,
educate your users, and involves various types of
Yammer activities.

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ENGAGE YOUR NETWORK
Engagement can also happen in small ways by recognizing and rewarding
participants
1. Praise on Yammer – encourage employees to praise a co-worker who
helped them
2. Spotlight in the company newsletter – recognize a Yammer champion often
3. Yammer giveaways – small items like t-shirts, pens, or coffee cups can be
used to entice engagement

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WHAT’S NEXT
Follow along:
Twitter.com/Perficient_MSFT
Blogs.perficient.com/microsoft/
Next up:
Transforming Business in
a Digital Era with Big Data
and Microsoft
April 2 | 1:00 PM CT
bit.ly/PerficientBI
Microsoft Ignite
May 4-8 | Chicago, IL
Download:
Yammer Governance:
Working like
a (Safer) Network
bit.ly/YamGuide