Social Software Adoption

How to drive social media adoption in your business


So you have spoken to a consultant, checked out the software options available and now you’re confident that you have found the right social tool for your business’s internal needs.


Have you thought about how you are going to drive adoption and get your workforce using these solutions? Well, if you haven’t I can give you a few tips on how to successfully integrate Enterprise 2.0 strategies within your business.


I am presuming you have an objective already, if not, go back to the drawing board and start from scratch.


If your objective is to share knowledge and to collaborate effectively or if that objective is to foster a stronger community within your business, then you have to look at ways of changing behavior within your organisation – which depending on your existing culture and workforce demographic can take time.


To drive adoption and turn social software into a central theme of your business, use these following points;


1.         Develop social software Ambassadors/Evangelists. Choose these Ambassadors wisely and the take up will reach tipping point far quicker than simply cascading information to the workforce. Ambassadors should be passionate about social software and they should also be natural communicators. You should look for these Ambassadors in all areas of your business both in location and business departments.


2.       Showcase case studies for all the different departments using social software. If groups can see value in what you are implementing and can instantly see how it is going to make work easier than they will be more open to new business practices. Showcases for different departments will encourage new ideas on ways to use the software.


3.       When launching social software, as well as using showcases, invite your workforce to experience the software in special training sessions, make these fun, create a buzz around the launch, make sure everyone has the chance to use the software and make sure they leave fully briefed. Some consultants would recommend large scale gatherings for this, but I believe the opposite to be true. Create small events encourage interaction and create a work based situation in these events.


4.       Make sure questions are answered quickly. Create a forum, create a Wiki but make sure that any questions about social software are addressed quickly. Make sure that any questions are addressed in person or actually using the social software. DON’T REPLY TO QUESTIONS USING EMAIL


5.       Encourage your workforce to keep an eye on development in wider public communities. Development is happening so quickly, encourage your workforce to look for trends. Having 10,000 employees watching the latest software trends is far better than 10.


6.       Seek feedback, listen and act.


For business specific adoption strategies drop me a line and I’ll be happy to share my experiences.



Interesting stats

Google search stats:

1,000,000,000,000 (one trillion) – approximate number of unique URLs in Google’s index (source)

2,000,000,000 (two billion) – very rough number of Google searches daily (source)

$110,000,000 – approximately amount of money lost by Google annually due to the “I’m Feeling Lucky” button (source)

24,400 – number of people employed by Google (December, 2008 )

68,000,000 – the average number of times people Googled the word Google each month for the last year (source:  keyword tool)

$39.96 – the average cost per click for the phrase “consolidation of school loans” in AdWords (source:  keyword tool)

1,430,000 – the number of Google results for “Robert Scoble”

136,000 – the number of Google results for “Admiral Ackbar”

Wikipedia stats

2,695,205 – the number of articles in English on Wikipedia

684,000,000 – the number of visitors to Wikipedia in the last year

75,000 – the number of active contributors to Wikipedia

10,000,000 – the number of total articles in Wikipedia in all languages

260 – the number of languages articles have been written in on Wikipedia

YouTube stats

70,000,000 – number of total videos on YouTube  (March 2008 )

200,000 – number of video publishers on YouTube (March 2008 )

100,000,000 – number of YouTube videos viewed per day (this stat from 2006 is the most recent I could locate)

112,486,327 – number of views the on YouTube has (January, 2009)

2 minutes 46.17 seconds – average length of video

412.3 years – length in time it would take to view all content on YouTube (March 2008 )

26.57 – average age of uploader

13 hours – amount of video are uploaded to YouTube every minute

US $1.65 billion in Google stock – amount Google Inc. announced that it had acquired YouTube for in October 2006

$1,000,000 – YouTube’s estimated bandwidth costs per day

Blogosphere stats

133,000,000 – number of blogs indexed by Technorati since 2002

346,000,000 – number of people globally who read blogs (comScore March 2008 )

900,000 – average number of blog posts in a 24 hour period

1,750,000 – number of RSS subscribers to TechCrunch, the most popular Technology blog (January 2009)

77% – percentage of active Internet users who read blogs

55% – percentage of the blogosphere that drinks more than 2 cups of coffee per day

81 – number of languages represented in the blogosphere

59% – percentage of bloggers who have been blogging for at least 2 years


Twitter stats

1,111,991,000 – number of Tweets to date

3,000,000 – number of Tweets/day(March 2008 )

165,414 – number of followers of the most popular Twitter user (@BarackObama)

86,078 – number of followers of the most active Twitter user (@kevinrose)

63% – percentage of Twitter users that are male

Facebook stats

150,000,000 – number of active users

170 – number of countries/territories that use Facebook

35 – number of different languages used on Facebook

2,600,000,000 – number of minutes global users in aggregate spend on Facebook daily

100 – number of friends the average user has

700,000,000 – number of photos added to Facebook monthly

52,000 – number of applications currently available on Facebook

140 – number of new applications added per day


Digg stats

236,000,000 – number of visitors attracted annually by 2008 (according to a Compete survey)

56% – percentage of Digg’s frontpage content allegedly controlled by top 100 users

124,340 – number of stories MrBabyMan, the number one user, has Dugg

612 – number of stories from that have made page 1 of Digg

36,925 – number of Diggs the most popular story in the last 365 days has received

Generation Y – How we are working

They are always on Facebook, they are always questioning our decisions and they want to listen to their MP3s whilst they work – welcome to the working world of Generation Y – and you’d better pay attention!

Generation Y has burst onto the business scene and boy, are they making a racket. Gen Y (born 1974-1990) has emerged as the most exciting generation, for well, generations. There is a perfect storm brewing, all thanks to the development of Web 2.0, faster bandwidth speeds and a refreshing attitude towards the technology.

The question is how, as professional communicators, do you harness this and speak to this generation? Well to answer that, question; firstly, we need to look at the how this generation is communicating within itself.

This generat….actually I’m going to write as myself now as I’m part of this generation and I’m a professional communicator, so I’m best placed to do that. The most important thing for me is share my life with the people I’m connected to, this means when I’m at work and I open my browser I have four tabs that open automatically – facebook, delicious, googlemail/reader and Digg. These aren’t open because I want to waste time; they are open because I need to feel connected in my life. Through these sites I’ll get the latest news on the enterprise 2.0 conference, mixed in with a post about my friend’s thoughts on Obama’s inauguration and photos of my friend’s birthday.

This is how my generation swings. We can handle multiple actions and we handle information being fed to us constantly through many different channels. It’s not a problem for me; digital burnout simply doesn’t affect me – why? Because, I’ve grown up surrounded by it and I know how to aggregate it effectively.

I don’t mind sharing my ideas and I don’t mind sharing information. I’m not dumb enough to share all of my information, especially work information. But I want to share my experience (s) and share ideas as I don’t feel threatened by being open. In fact, I expect to get more from life if I share rather than hide myself away. I expect openness from others in my life as well – this is what creates opportunity.

I’ve just touched on the two main things that set my generation apart from the others Gen X, baby boomers etc but I’ll explain how this affects how I want to be communicated with at work. (Please note the use of WITH not TO)

What I want: The truth, a two way conversation. I want current information; I don’t care about a conference two months ago. I want to chat about the little things at work with my peers. I want to be tagged, I want to tag, I want the option to bookmark articles for the team, I want to be informed.

To me, an informed employee is a productive employee – regardless of generation.