Creating a successful social intranet or enterprise social network isn't just about switching on SharePoint or Yammer, or building 'a Facebook for the business'. Quite the opposite, in fact. This presentation dives into some of the key promises and challenges of deploying successful social intranets and networks, and provides a number of fundamental suggestions to help you see success, derived from 8 years working in this field. Images: Flickr: AmberdeBruin (cover) Bigstockphoto.com Mobile intranet concepts by Step Two Designs and Ful-Vue

1. Designing for success with social intranets
Alex Manchester // Step Two Designs
alex@steptwo.com.au // @alex_manchester

2. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N Sxxx
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Social intranets:
… collaboration spaces…
Social networking…
… document collaboration…
… available on mobile
… ideation and problem solving…

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‘Social intranets’ promise a lot…

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They can save us money!

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They can make us more efficient!

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We’ll break down silos!

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This social stuff will make us collaborate better!

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So why aren’t we all doing that?

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S t e p T w o D E S I G N S
“While 72 per cent of companies use social
technologies in some way, very few are
anywhere near to achieving the full potential
benefit”
McKinsey, November 2012

10. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“Microsoft has over 94,000 Yammer
accounts, of which 17,000 are ‘engaged’.”
Mary-Jo Foley, ZDNet
April 2013
www.zdnet.com/how-microsoft-is-using-yammer-inside-the-company-7000014592/
18%

11. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S“Executives are not happy with their
enterprise social media”
“37 per cent rate their social intranets as poor
or very poor”
“Just 17 per cent rate their social intranet as
good or very good”
Prescient Digital Media survey, December 2012

12. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
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But it was supposed to work like FaceSpace!

13. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
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1. Woolly objectives…

14. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“We want to be customer centric”

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S t e p T w o D E S I G N S
“We need to become a social business”

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S t e p T w o D E S I G N S
“We must collaborate more”

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S t e p T w o D E S I G N S
“We’ll get everyone using this
instead of email”

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2. Cultural readiness

19. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“I’m not a Facebooker, or a Twitterer
and I never will be”

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S t e p T w o D E S I G N S
“These are stupid questions
and they’re wasting my time”

21. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“Do not use that social thing… ever…
….under pain of death”

22. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“We’ll be completely transparent during this
change process”
(but we’re not going to show you the results
from that recent engagement survey – it
was too awful)

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3. Lethal experimentation

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S t e p T w o D E S I G N S
“We sort of have a Yammer pilot running”
#Uh-oh

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S t e p T w o D E S I G N S
We had Yammer…
…but they wanted one trillion dollars!

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Our Yammer pilot died…

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S t e p T w o D E S I G N SChallenges with social intranets:
1. Woolly objectives
2. Cultural readiness
3. Lethal experimentation
4. ….
.50

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Designing for success

29. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
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Understand this:
… collaboration spaces…
Social networking…
… document collaboration…
… available on mobile
… ideation and problem solving…

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Align with the business
and the work that needs doing…

31. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“We’ll get everyone using this
instead of email”

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S t e p T w o D E S I G N S

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S t e p T w o D E S I G N S
We need to collaborate more effectively!

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S t e p T w o D E S I G N S

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S t e p T w o D E S I G N S
We keep making the same mistakes,
we need to fix this!

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S t e p T w o D E S I G N S

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S t e p T w o D E S I G N S
Focus on the way people work…

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S t e p T w o D E S I G N S
“How would you use blogs
and wikis in a project?”

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S t e p T w o D E S I G N S

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S t e p T w o D E S I G N S
 How would a project typically begin?
 What stops you working effectively?
 What do you need and what’s missing?

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S t e p T w o D E S I G N S
…listen to concerns…
Understand cultures and working practices…

42. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“I don’t really like the idea of a ‘Facebook for
business… Facebook’s my personal life”

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S t e p T w o D E S I G N S
“I’m not sure I’d want my school details
up there, or stuff like that”

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Seek out motivations…

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S t e p T w o D E S I G N S
“If I saw my manager filling in their profile,
I’d do mine.
I’m not so bothered whether the
CEO does hers”

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S t e p T w o D E S I G N S
“If this was going to influence getting on
a good project, I’d definitely be doing it”

47. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
… enable teams to come up with ideas
Don’t force ‘new ways of working’…

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S t e p T w o D E S I G N S
“So… we could use
this instead of emailing the
whole project team all the time?”

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S t e p T w o D E S I G N S
“… And I can set up a new group
without going through the whole
IT SharePoint partner site process?”
#Winning

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S t e p T w o D E S I G N S
“This would work a lot better
than shared drives”
#DamnRight

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S t e p T w o D E S I G N S
“I’m not a Facebooker, or a Twitterer…
… but I’d love a way to chat with the
whole business more easily”
#Hmmmm (but, sure!)

52. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Understand what ‘adoption’ means…

53. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
If objectives are woolly,
adoption and metrics will be too

54. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
If you’re building specific solutions
the only adoption you need
is from the team you’re building it for:
5 users / participants in a team of 5
= 100% adoption

55. The adoption cake
Senior leaders
Managers
Staff…

56. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
“If I saw my manager filling in their profile,
I’d do mine.
I’m not so bothered whether the
CEO does hers”

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S t e p T w o D E S I G N S
Middle managers are critical, yet:
“Only 22% of middle managers
support the idea of going social”
IBM

58. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Also when talking
about adoption…
…make damn
sure it’s mobile.

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S t e p T w o D E S I G N S
Mobile devices are synonymous with social
Image courtesy of Yammer
Twitter
LinkedIn

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S t e p T w o D E S I G N SProvide a great user experience

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S t e p T w o D E S I G N S
“We don’t train people on Yammer”

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S t e p T w o D E S I G N S
Use likes, follows, friends, colleagues…

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S t e p T w o D E S I G N S
Make it seamless and multi-channel…

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S t e p T w o D E S I G N S
Strive for great design.

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Design for success:
3. Determine real business objectives
2. Focus on the way people work
4. Understand what adoption means
5. Deliver a great user experience
1. Beware of woolly objectives!

66. Designing for success with social intranets
Alex Manchester // Step Two Designs
alex@steptwo.com.au // @alex_manchester