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Idinopolus, who used to run McKinsey s Knowledge Management practice, makes this distinction While we have learned how to foster adoption for above-the-flow sharing, building sustainable communities is a challenge in many corporate cultures and the value proposition is more intangible In-the-flow process-specific implementations are where we ve found the greatest customer success The first metric that matters in a social software deployment is adoption What is the rate of adoption and how fast are novices becoming experts And the important investment that can be made is at the outset of the implementation, an investment in people There is no such thing as collaboration without a goal Defining the goal and getting a shared belief in it may require working with outside consultants But at the very least, a small investment in training and coaching your people significantly increases the rate of return Partner Line of Business with IT Considering that adoption is the critical success factor, people add value to the application and generate its structure, and the goals and outcomes are driven by line of business organizations need to treat social software differently This isn t like previous bottom-up technology like e-mail or IM that IT can simply provision as a communication utility It is a new form of collaboration software This isn t like traditional enterprise software, where IT can add value by hard-coding workflow and process automation, and users fill in forms to be able to go to the next step This isn t like something you push out to the desktop model and provide training for individuals, because the productivity isn t personal Don t take it personally, but IT deployments of social software have high rates of failure What s the point of 1,000 dead wikis that may have satiated bottom-up and buzzword demand Pick a pilot and partner IT with line of business Iterate together, focus on adoption toward a business goal, and learnq
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Social Networks, User Communities: Who Loves Ya, Baby
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kay, by now you ve read enough about the components of the new customer-centered enterprise and the social media tools that you can use, but what about the places the customers hang out Where do they congregate What are they saying (about you) What do companies do to engage those assembled customers How do they retain the information from those conversations When will these questions stop When I answer them but let me explain, please I m a social network party guy I have 900-plus connections on LinkedIn, more than 500 on Facebook, over 1,400 followers on Twitter, and hundreds of others on dozens of other social networks I understand how each of them works I use the applications that many of them provide to me On Facebook, I poke you On Twitter, I tweet you On LinkedIn, I link to people who were two or three degrees from me just yesterday None of that qualifies me to develop, manage, or even understand the value of a social network or a user community in business But it does qualify me to understand the thinking of the customer and how they might be interested in engaging with your business Maybe However, please have no misconceptions Facebook and LinkedIn may be sites where you can create a social network for engaging your customer, but they are not meant to be the ideal enterprise social network We ll see why over the course of this chapter The business value of community and collaboration in the new world of the social customer can t be underestimated or if you do, it s at your own risk Thus, while I recognize the value of Facebook, I m not going to concentrate on the business uses of Facebook, though I will cover it Remember,
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