Presented at Social Biz World Conference in 2011

1. You First Meet
You Exchange a Little Info
You Get into Deeper Conversations
You Discover Hidden Talents
Everyone can Share & Receive Info and Value
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2. Social Networks & Collaboration – The Opportunity
o Social Media isn’t a fad. If Facebook were a country it would be the 3rd
largest in the world.
o Online Collaboration allows you to get the most from your social
networks.
o Billions are being spent on collaboration, community and reaching out
to connect.
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3. Social Networking 1.0 - Connective Tissue of the Community
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4. Social Networking Evolved for ROE
What Are the Results?
What Are We Getting Out of Social Networks?
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5. People are social beings.
The water-cooler has been
around a long time it just
looks different now and is
most likely online.
Let’s Make it Useful!
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6. Let’s Be Real
Forget Theory
In It’s Infancy, It’s Evolving & It’s About
Deeper Community Engagement
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7. Online Collaboration Defined
Collaboration is a recursive[1] process where
two or more people or organizations work
together in an intersection of common goals
— for example, an intellectual endeavor[2][3]
that is creative in nature[4]—by sharing
knowledge, learning and building consensus.
Most collaboration requires leadership,
although the form of leadership can be social
within a decentralized and egalitariangroup
a rule or procedure that can be applied repeatedly..
[5]
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8. What can you gain from Online Collaboration
Connecting with internal teams for:
Idea management
Creating a knowledge base
Promoting team interaction
Fostering employee satisfaction
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9. What can you gain from Online Collaboration
Connecting externally for:
Market Research
Gaining Product Feedback
Customer Intelligence for Targeting
Building Community & Brand Loyalty
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10. Tools for Online Collaboration
It depends on what you are trying to achieve:
Document Sharing tools – Sharepoint
Blogs, Wiki’s and Forums – Wordpress etc.
Mind-Mapping - MindJet
Project Management tools – Base Camp
THEY DON’T DRIVE TO RESULTS AND OUTCOMES CLEARLY & QUICKLY
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11. Tools for Online Collaboration
I didn’t mention the usual suspects - Twitter, FB etc.
There is a new wave of social tools that:
Enable collaboration at a deeper level
Eliminate the need and difficulty of complex decision-making via meetings,
email, telephone & text messages
Allow threaded conversations that can be driven to results & outcomes
Enable communication between geographically dispersed people & teams to
share ideas and questions&drive to actionable results via the cloud
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12. The Rise of Social Collaboration & Community
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13. It all Sounds Great, Right?
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14. If You Create The Space - Will They Come?
Uh No…..No they won’t…..
We found that out pretty quickly
Knew we had to adjust and change the way we were approaching the
space – simplified the UI
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15. If They Come Will They Stay?
No? Really……
We knew that building,
fostering and giving a
home online was one of the
keys to success
Created a CDM team & developed guidelines to reduce friction to signing
up, getting engaged & immersing in the experience & the COMMUNITY
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16. How Can You Keep Them in Your Community? It’s about Adoption…BUT
Adoption is getting worse
2.0 adoption council info in the marketing data – (200 companies) – adoption
requires management/training/development:
1-1/2 years ago: 70% encountered resistance & 40% couldn’t overcome it
As of a 6 months ago: 80% encountered resistance&55% couldn’t overcome it
Underestimating time and money to manage the community
Can’t just give them a platform and hope they will get engaged
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17. But more-so how can you have them become an active participant in the
Community and engage in Online Collaboration?
Adoption is fraught with ignorance & “I don’t know how to do this”
We need to help people understand what they need to do
Why are you collaborating? What is the specific purpose?
Once you know this – how do you collaborate and what tools do you use
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18. Living In the Trenches
You’re either a good example or a bad warning
Community Adoption = a cultural shift
Know who the influencers are prior to the rollout of a collaboration
platform.
Allow people to self identify that they add value via social platforms &
collaboration platforms.
Stop trying to hold members hands through every step – make it friction
free or make it required –> Schools!
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19. Living In the Trenches
Spread evangelists out around the organization – do it around what people
are passionate about.
Focus on the people who are the content providers & the topics that they
are passionate about.
Have a rewards system & keep members updated.
Promote users to moderators (not the police but a super user) in the
community.
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20. WeCollaborize.com

21. Some Take-Aways& Wins
Building community is not easy, it’s complicated &takes shifts in culture and
paradigm – or make it required (schools) – go to the session at 4:30.
Make it simple to use, navigate and see the results & give members a
home.
Community members are the best source of finding what is the most
important content and getting to the best outcomes.
Pay attention to the micro-communities in your overall community. It could
be grouped around people (a champion), topics or geography.
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