lecture adoption of new media 2012
DESCRIPTION
Slides with my guest lecture for Twente University (March 6, 2012)TRANSCRIPT
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Adoption of New Media
in organizations
Dr.ir. Robert Slagter
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About me…
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• The case: Introducing a wiki for knowledge sharing
• The setting and issue
• Our approach
• Models: Gartner hypecycle and Rogers
• Bottom-up strategy
• Top-down strategy
• Main learnings
Outline
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Case: a wiki for
knowledge sharing
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Wiki’s in plain English
http://www.youtube.com/watch?v=-dnL00TdmLY
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Context: a central knowledge group in a bank
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My assignment
Issue:
• Our knowledge centre
needs to add more
value
• Other groups don’t
use their services
Assigment:
• Help them introduce
a wiki to share
knowledge
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First observations
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Unless a person from the group came
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My first intervention
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As a result
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The morale
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3 levels to achieve change
STRATEGY Create vision
TACTICAL Create process
OPERATION Do the work
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Our approach
to the more technical side
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How to get this team
to start using wiki’s
for knowledge sharing?
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Step 1: Identify a suitable first user group
Step 2: Identify and analyse key people
Step 3: Experiment with the tool
Step 4: Turn key people into “evangelists”
Step 5: Turn "evangelists" into trainers
Steps we took
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Step 1: Identify a suitable first user group
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Step 2: Identify and analyse key people
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Determine “what’s in it for them?”
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Step 3: Experiment with the tool
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Help them use the tool
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Stimulate unexpected use
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Gartner hype cycle
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Gartner hype cycle
Technology
trigger
Peak of inflated
expectations
Trough of
disillusionment
Slope of
enlightenment
Plateau of
productivity
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Gartner hype cycle
Technology
trigger
Peak of inflated
expectations
Trough of
disillusionment
Slope of
enlightenment
Plateau of
productivity Microblogging
Surface
computers Virtual worlds
Tablet
computer
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Model of Rogers
Innovators Early
adopters
Early
majority Late
majority Laggards
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Linking Rogers and Gartner
Technology
trigger
Peak of inflated
expectations
Trough of
disillusionment
Slope of
enlightenment
Plateau of
productivity
Innovators Early
adopters
Early
majority Late
majority Laggards
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Model of Rogers
Innovators Early
adopters
Early
majority Late
majority Laggards
Chasm
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A B NEW Z
Overcoming the chasm: support to change processes
A B Z
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Step 4: Turn key people into “evangelists”
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Form an active, passionate core team
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Levels of participation
Passers-by
Read-only members
Active participants
Core members
Outsiders
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Collect success stories
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Step 5: Turn "evangelists" into trainers
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Step 1: Identify a suitable first user group
Step 2: Identify and analyse key people
Step 3: Experiment with the tool
Step 4: Turn key people into “evangelists”
Step 5: Turn "evangelists" into trainers
Steps we took
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5 main learnings
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#1: Start with “WHY?”
WHY
HOW
WHAT
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#2: Focus on personal motivation – not groups
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#3: Create management buy-in
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#4: See how the new tool fits existing routines
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#5: Let people share success stories & measure use
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