why enterprise apps need a touch of facebook
DESCRIPTION
At CeBIT 2009 Sydney, Australia's Enterprise conference, Geoff McQueen had the pleasure of delivering a presentation which highlighted the main challenge affecting the success of enterprise software implementations: realising effective user adoption.Looking around at who does user adoption well, and who can teach Enterprise a thing or two, the story of Facebook - with its defined features, platform nature, security model and more - comes to the top of your mind.This presentation looks at what enterprise software - and the people who purchase, implement and manage it - can learn from the runaway success of Facebook as a user engagement case study.TRANSCRIPT
Why Enterprise Software Needs a Touch of
What I’ll be covering...
Why is Enterprise Software so hard to implement & why is it getting harder, not easier?
Which ingredient is 70x more important to ‘success’ than software functionality?
How’s Facebook has succeeded by driving user engagement?
What lessons can you draw from its success for your next enterprise software project?
Source: Michael Mitchener, Flickr
Why is Enterprise Software so hard to do?
The costs of doing it are highLicences, Consultants, Training
The costs of failing at it are highAdvantages lost, time lost
You can choose your friends, but you can’t choose your users
Many studies outline the problems, but are the problems the same as they were?
Source: ScottS101, Flickr
Why is achieving success getting harder?
Enterprise software rollouts are increasingly for productivity, not transactional tools
Most productivity software has higher level benefits (optional) for wider user groups (spread)
Less focus on specific tasks and users means compulsory or critical for no-one
eg CRM failure rates still >50%Source: jcorrius, Flickr
Are we looking in the wrong place?
A lot of energy goes into vendor and product selection and process alignment to get the right features and fit
A recent study has found Effective User Adoption is the most important factor by far
Less than 10% of buyers say their adoption rate is over 70%; 2/3rds say it’s less than 50%
Source: Achieving Enterprise Success, Sandhill Group & Neochange, 2008
What happens when users don’t adopt?
Garbage In, Garbage OutReports are meaninglessFurther destroys user trustGovernance & risk management suffer
Economies of scale benefits & network effects are lost
Future productivity initiatives find it harder to get going...
And yet, technically, the software probably works fine
Source: Michael Mitchener, Flickr
Who succeeds at Effective User Adoption?
Some of the most successful websites today depend entirely on effective user adoption:
WikipediaYouTubeFacebookTripAdvisor... and many many more
Facebook’s platform nature & sustained user engagement makes them more interesting from enterprise context
Source: Social Web Research
A quick look at Facebook’s success
Has more than 200 million active users
If a country, is 5th largest
On average, each user logs in 18 times a monthMore than half log in dailyAround 10% update status at least daily3.5 Billion minutes total a dayMore than 1 billion pieces of content contributed a day
Is now 8x bigger than when this chart was drawn!
Source: FaberNovel Consulting & Comscore, June 2007
Facebook’s success in user adoption
Uses offline, social bonds to drive adoption & engagement
Effective tools to help harvest & invite ‘friends’ via email
Has crossed into mainstream: mum’s are getting on board!
Following user adoption comes user engagement
Source: Facebook
How they build ongoing user engagement
‘News Feed’ that invites discovery & contribution
Notifications via email to draw delinquent users back in
Tools that make life easier (events, some apps)
Making it easy for users to contribute content (photos, videos)
Source: http://lopagof.deviantart.com/
What can we learn from Facebook in Biz?
User engagement is key – do you look for it when buying?
Social drivers: emphasising the user’s knowledge & connections can drive conspicuous adoption
Users expect to be contributors, increasingly so (taught by FB)
Don’t fear email – harness it instead of trying to replace it
Automate & integrate aggressively
Source: Marco Poulos, Flickr
Conclusions
User adoption & engagement as a critical & overlooked role in achieving software success
The importance is amplified when dealing with ‘optional’ interaction platforms
Use social drivers, make contribution easy & conspicuous
Facebook get their contribution for free: you’re paying them!
Source: Max XX, Flickr
Questions?
Web: www.hiivesystems.com
Email: [email protected]
Twitter: @geoffmcqueen, @hiive
Phone: 1800 2 HIIVE (1800 2 44483)
CeBIT: Webciety Showcase, Hall 4, Stand 6
Launching Affinity 3.1 with drinks @ 5:15pm today