apqc km community call: hivemine usage adoption framework for knowledge management solutions

December 2011 KM Community Call

David Wachter

Chief Marketing Officer, Hivemine

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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”)


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.


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.


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.


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


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%


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%


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.


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


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


Phase 2: Technology IntegrationSelecting Integration Points

High Traffic

Low Traffic

Not Contextual Very Contextual

•Email

•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


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


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


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.


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.


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.


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


Phase 3Sample UOF Project Plan


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?


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.


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


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


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


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

[email protected]

http://hivemine.com

Twitter: @Hivemine