apqc km community call: hivemine usage adoption framework for knowledge management solutions
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December 2011 KM Community Call
David Wachter
Chief Marketing Officer, Hivemine
2©2011 APQC. ALL RIGHTS RESERVED.
Housekeeping� You may enter your question in the Q&A window at
the right of your screen.
� Type in your question and click “send.”
� All questions will be answered during the Q&A session at the end.
� Follow-up emails with links to the slides and the
recording will be sent to all registrants.
3©2011 APQC. ALL RIGHTS RESERVED.
About Our Speaker
David Wachter
Chief Marketing Officer, Hivemine
David leads Hivemine’s marketing and product development
efforts in delivering an industry-leading solution to help
organizations identify, aggregate and easily access the vast store
of expertise and innovative ideas that reside within their people and systems. Prior to Hivemine, David lead a company delivering
cutting-edge data analysis solutions to the U.S. Intelligence
Community and Department of Defense. David has over 25 years
of experience in technology marketing and product development and has served in leadership positions at T-Mobile,
Motorola, and US Cellular. He holds a BS in Business
Administration from Mars Hill College.
The Hivemine Usage Optimization Framework
Overview of a proven methodology for driving
user adoption
David E. Wachter
Chief Marketing Officer | Hivemine
5©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Agenda
Hivemine Usage Optimization Framework (“UOF”)
• What is the Hivemine UOF?
• Why is the UOF important?
• The Hivemine UOF methodology
Hivemine approach to calculating knowledge
management system return on investment (“KM
ROI”)
6©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
What is the Hivemine UOF?
The Hivemine Usage Optimization
Framework is a methodology used in
conjunction with KM system deployment to
develop…
• A framework for analyzing, identifying, and setting targets for KM system usage and adoption.
• The strategy to drive usage and adoption.
• A project plan to execute the UOF.
• Metrics to measure results of the UOF.
7©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Why is the UOF important?
Increase momentum of KM system adoption.
• Faster adoption within target user group(s).
• Foster sustained usage within target user group(s).
Increase business value of KM system.
• Most ROI calculations based on metrics directly related to usage.
• Validate business model for KM system.
• Gain support / justification for expansion of KM system beyond initial user group.
8©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Hivemine UOF Methodology
Phase 1: Analyzing, identifying and setting
usage/adoption goals.
Phase 2: Strategy to drive usage/adoption
goals.
Phase 3: Project plan to execute and
manage UOF.
Phase 4: Measuring UOF results.
9©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 1Framework to Analyze Usage/Adoption
Possible Reasons Metrics to TrackUser Segments
Aware?NO
Lack of awareness% Users who are aware of
KM system in a survey
Lack of interest
Lack of motivation
Not top of mind
YES
% Users who have logged
into the applicationTrial? NO
Use?
Lack of understanding
Lack of motivation
Not easy to use
NO
% Users who have asked
one question
% of users who absorb
content (view/rate/search)
YES
YES
Return?
Not top of mind
Do not see value
Not embedded in work
environment
NO
% users who login on a
daily basis
% of users who asked more
than one question
10©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 1Identifying Usage Goals
UsageGoals
Map Usage Metrics to Value
Approach to Measure Value
Identify Business ObjectivesExamples:
• Productivity Savings Goals
• Cross Business Unit Connections
Examples:
• Productivity Savings Goals
• Cross Business Unit Connections
Examples:
• Surveys
• Process Measurements
• Metrics (like cross-group connection)
Examples:
• Surveys
• Process Measurements
• Metrics (like cross-group connection)
Examples:
• Value per Login
• Value per Each New Answer
• Value per Re-used Answer
Examples:
• Value per Login
• Value per Each New Answer
• Value per Re-used Answer
Examples:
• Increase Q&A / User by 70%
• Increase Daily Logins by 50%
• Increase Returning User % by 60%
Examples:
• Increase Q&A / User by 70%
• Increase Daily Logins by 50%
• Increase Returning User % by 60%
11©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 1Example – Setting Usage/Adoption Goals
Metrics Current Target
% of users who have logged into the
system
< 50% 80%
Number of Best Practices viewed (daily) 10 20
Number of Best Practices created (per
month)
5 10
Number of answers viewed (daily) 45 70
Number of auto-answered questions 20 32
Overall Goals• Increase re-use of answers by 60%• Increase % of users who have logged in to the system• Increase usage of Best Practices by 100%
12©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2Strategy to Drive Usage/Adoption Goals
Communication
• Generate interest by answering the question, “how does this help me and what do I need to do?”
Technology Integration
• Build bridges with existing applications.
Process Integration
• Build bridges with existing processes.
Incentives
• Drive usage/adoption behavior through rewards and other motivators.
13©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: CommunicationIdentify Most Effective Tactics
Long-Term
Impact
Short-Term
Impact
Low Response Rate High Response Rate
•Announcement E-Mails
•Library References
•Post Cards
•Online Training
•Corporate Newsletter
•T-shirts & Coffee Mugs
•Common Area
Posters
Communication Tactics
•Orientation Sessions
•Website Banners
•KM System Newsletter
14©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: CommunicationSample Communication Plan
Tactics Details Metrics
Banners Place banners on relevant sites to drive traffic to application 1,000 impressions1% CTR100 visits20% conversion rate20 questions asked
Emails Send targeted emails to drive traffic to application 1,000 emails10% CTR1,000 visits20% conversion rate200 questions asked
Posters Place posters in common areas to generate discussion and awareness of application
1,000 impressions5% CTR50 visits20% conversion rate10 questions asked
Print Newsletter Have article on application written in company newsletter with success stories embedded.
1,000 impressions1% CTR100 visits 20% conversion20 questions asked
Goals: 1,200 visits 250 new questions asked
15©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: Technology IntegrationSelecting Integration Points
High Traffic
Low Traffic
Not Contextual Very Contextual
•ERP Systems
•Enterprise
Search
•Community
Portal
•Browser
•MS Office Tools
•Analysis
Tools
•HR App
“Applications” Where Users Spend Their Time
•Computer
Desktop •Doc mgmt
System
16©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: Technology IntegrationSample Integration Plan
Goal Tactic Target Metrics
Create awareness(contextual integration)
Integration with Community web pages % of users who login
Increase Awareness and Re-Use (contextual integration)
Integration with Enterprise Search % of users who asked a question
Increase Use and Re-Use(Increase ease of use)
Exchange Integration % of users who asked a question / published a document
Increase Re-Use(Enhance value to users)
SharePoint 2010 Integration % of users who login on a daily basis
17©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Business Value
• Reduce MTTR by allowing support
reps to “connect” with internal experts when they don’t have solution
• Reduce Level-3 escalations
• Save answers so they can be re-used (significant savings on content creation)
Business Value
• Reduce MTTR by allowing support
reps to “connect” with internal experts when they don’t have solution
• Reduce Level-3 escalations
• Save answers so they can be re-used (significant savings on content creation)
Phase 2: Process IntegrationExample – Integration with Support Process
18©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: Process IntegrationLessons Learned
Necessary to have line of business executive sponsor who
wants to improve broken process.
Be smart and practical about picking processes.
• Thoroughly understand and outline process and identify the key pain
points that can be addressed by KM system.
• Ensure that metrics critical to process (and already being measured)
can be impacted.
• Analyze whether there is a large enough volume of questions.
• Make sure the process impacts a large subset of total population.
Ensure there is value for users of processes.
Use business rules and work flow features of KM system to
map the rules and requirements that govern the business
processes.
19©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: IncentivesTypes & Benefits
Type Examples Benefits
Incentives that result in long-term
usage improvements.
� Tie KM system usage to
employee reviews.
� Most effective method for driving
return users.
� Adds one more objective set of
criteria by which to judge
employee performance.
Incentives that result in short-
term improvement, but incentive
is repeatable.
� Lunch with group manager,
other executive.
� Rewards that directly affect
job performance (i.e.
conferences, trade
magazine subscriptions,
etc.)
� Drives return users.
� Use of KM system and
improvement in employee job
performance.
� Even though metrics will tail off
after program is done, there will
still be a percentage of users that
are converted.
Incentives that result in short-
term improvement. However,
incentives can’’’’t be repeated on a
regular basis.
� Expensive gifts.
� Rewards that are not related
to business function (i.e.
restaurant certificates,
electronic gadgets, etc.)
� Generates awareness.
� Even though metrics will tail off
after program is done, there will
still be a percentage or users
that are converted.
20©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 2: IncentivesSample Incentive Plan
Goal Criteria Reward
� Drive awareness.
� Pre-populate knowledgebase.
� Every user who asks 5 or more questions over next month gets entered in a raffle.
� Entered in a raffle to win a gift certificate to local shopping mall.
� Drive expert participation and profile creation.
� Foster and encourage learning outside of work.
� Experts who create more than 25 knowledge articles.
� Subscription to trade magazine.
� Subsidize training program in area of expertise.
� Drive long-term usage of KM system.
� Number of articles created.
� Points added to performance review.*
� Increase in end-of-year bonus.
* Employee activity on KM system cannot negatively impact review - it can only be used for additional points/bonuses.
21©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Metrics selected should be objective.• Example of objective metric: number of questions asked.• Example of subjective metric: average rating.
Incentives and rewards must fit in with corporate culture and
policies.• Some rewards may turn off management / HR.• Reward must be considered valuable by end-users.
Incentive programs should not incite competition among users.• Example: rather than award the top user(s), provide rewards to any user that hits
a certain bar.
Incentives should be tied to a specific goal and be dependent
on the phase of the project.• Early stage deployments should focus on short-term incentives to drive
awareness and knowledgebase creation.
• Later stage deployments will need long-term incentives to drive regular usage.
Phase 2: IncentivesLessons Learned
22©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 3Sample UOF Project Plan
23©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 4Measuring UOF Results – Framework Reporting
4. Conflict with other tools
Aware?
Trial?
Use?
Return?
NO
YES
1. Not a valid use scenario
3. Lack of motivation
2. Not top of mind
Recommended Tactics:
• Identify valuable use-scenarios.
• Don’t push users through an artificial use
scenario.
• Identify use scenarios which tie closely
with users work needs.
• Use-scenarios can be specific to each user
segment.
Recommended Tactics:
• Identify valuable use-scenarios.
• Don’t push users through an artificial use
scenario.
• Identify use scenarios which tie closely
with users work needs.
• Use-scenarios can be specific to each user
segment.
What we heard:• Not sufficient content or usage to determine.
• Already know personnel to contact and
repositories to use.
• Not sure when to use wikis vs. KM system.
What we heard:• Not sufficient content or usage to determine.
• Already know personnel to contact and
repositories to use.
• Not sure when to use wikis vs. KM system.
Key Questions:
• What use scenarios do people see the
value for a tool like this?
Key Questions:
• What use scenarios do people see the
value for a tool like this?
24©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Phase 4Measuring UOF Results – Survey Reporting
“By allowing other employees to find my previous answers and FAQs, the KM system helps me reuse my previous work and reduces the total time I spend answering the same questions.”
Comment: Reflects the potential savings that users believe is available with KM system. The 94 survey participants estimated that 8 man-days had been saved in the one month since the KM system pilot project had been launched.
25©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Steve V. “I don't believe Global Services knows exactly how to use the KM system. This tool will never be useful unless the entire user community is adequately trained on how to use it and understands its importance. Instead of using Case Studies for bonus incentives, why not tie the bonus to entries in the KM system.”
Anonymous “The value of this tool has not been proven. It is very confusing where this value is compared to other existing tools. It seems like this tool is only really useful if it is a portal to the other locations where the best practices and real data actually exists. It seems best to use the internal document management system to store documents and data. Then use the KM system simply to find the information or to access an expert. But, I do not think very much data should actually be stored in this system. I think this should merely be a portal for finding experts on topics.”
Claire R. “Other tools like wiki have to be shut off, presales have to be invited, email messages should be reformatted, it is hard to see the topic within 1 second, especially the responses and additions.”
Anonymous “Set KM system emails to "off" by default.”
Amy B. “The real value will be when everyone used this instead of the other tools.”
Phase 4Measuring UOF Results – Sample User Feedback
26©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Calculating KM ROI
1. Business
Case ROI
Assumptions
1. Business
Case ROI
Assumptions
2. UOF ROI
Reporting
2. UOF ROI
Reporting
3. Updated
Business
Case ROI
Assumptions
3. Updated
Business
Case ROI
Assumptions
4. On-Going
KM System
ROI
Reporting
4. On-Going
KM System
ROI
Reporting
Drives Approval for Pilot or Initial Deployment
Drives Approval for Production Deployment
Drives Continued KM System Funding
Drives KM System Expansion
27©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Business Case
• Targeted productivity savings through re-use of best practices.
• Targeted productivity savings through faster expertise
identification/resolution of questions.
• Value of new ideas generated from cross-organization collaboration.
UOF
• System awareness (user logins, page views, etc.)
• System utilization (questions asked, documents published, etc.)
• Desired change in targeted processes.
KM System
• Time and money saved (based on user feedback on a per question
basis.)
• Utilization reporting (logins, questions asked, knowledgebase
publications, etc.)
Calculating KM ROISample Metrics
28©Hivemine 2011 | http://hivemine.com | 206.512.1000 | @Hivemine
Hivemine Company Overview
Hive
Bees, nature’s most social and industrious creature, work in an
organized manner to create long-lasting value in the form of honey. We
help organizations identify, organize and transform their data into
something with long-lasting value – knowledge.
Mine
Our solutions mine enterprise knowledge to create what we call
Knowledge Capital - the transformation of personal networks,
conversations, and documents into strategic assets usable
organization-wide.
Hivemine’s AskMe solution puts those assets to work solving three
critical business knowledge challenges: Expertise Identification,
Employee Disconnect, and Knowledge Erosion.
For questions, contact me at:
David E. Wachter
Chief Marketing Officer | Hivemine
david.wachter@hivemine.com
http://hivemine.com
Twitter: @Hivemine
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