How To Market Collaboration To Employees
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User Rank: Apprentice
3/26/2013 | 7:34:23 PM
re: How To Market Collaboration To Employees
Look for any existing influencers that are also evangelists--perhaps people who have used the same or a similar technology with good results before. They will often champion the cause for you if they will benefit. Leverage their influence and enthusiasm.

I would also add- go for the pain points that are low-hanging fruit. Solve a key challenge that's a time suck and big drain on resources, and you will usually find your evangelists willing to lead the charge.

As you start, accept that a certain percentage will resist, so you can identify possible roadblocks. The solution may be something as simple as training, or reassurance their credibility and expertise is not in question.

Above all, have a governance board to help marshall the program so it doesn't become a wild child out of control.
Melanie Rodier
Melanie Rodier,
User Rank: Apprentice
3/26/2013 | 2:43:05 PM
re: How To Market Collaboration To Employees
I would also add that it if a company successfully and consistently highlights the benefits that the collaboration platform offers each and every employee, (whether it is for training, sharing opinions, finding out about cross-company job opportunities and much more) they will ultimately naturally gravitate towards it.
Drew Conry-Murray
Drew Conry-Murray,
User Rank: Ninja
3/21/2013 | 9:34:22 PM
re: How To Market Collaboration To Employees
I'd add a few points to this.

--Before you roll out a top-down collaboration platform, find out if employees are already using one (or more). If you're really after organic growth, there's a lot to be said for trying to build from a base of users that have already adopted a platform--they'll be the company's best advocates for it.

--Go to where your employees work. I think a lot of collaboration platforms suffer because they pull employees out of the applications where they spend most of their time, or try to force people into a new workflow. If you can find a collaboration system that can integrate nicely with popular apps (e-mail and Salesforce come to mind) you may get more uptake.

-- Have modest expectations. I'm somewhat skeptical of collaboration platforms because I think vendors go overboard in promising how it will transform an organization or provide oodles of value. (Not that collaboration vendors are the only ones guilty of this). But managers who expect an upswell of productivity just because everyone can now share status updates are going to be dissapointed.

Drew Conry-Murray
Editor, Network Computing

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