Adoption of New Media

in organizations

Dr.ir. Robert Slagter

About me…

• 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

Case: a wiki for

knowledge sharing

Wiki’s in plain English

http://www.youtube.com/watch?v=-dnL00TdmLY

Context: a central knowledge group in a bank

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

First observations

Unless a person from the group came

My first intervention

As a result

The morale

3 levels to achieve change

STRATEGY Create vision

TACTICAL Create process

OPERATION Do the work

Our approach

to the more technical side

How to get this team

to start using wiki’s

for knowledge sharing?

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

Step 1: Identify a suitable first user group

Step 2: Identify and analyse key people

Determine “what’s in it for them?”

Step 3: Experiment with the tool

Help them use the tool

Stimulate unexpected use

Gartner hype cycle

Gartner hype cycle

Technology

trigger

Peak of inflated

expectations

Trough of

disillusionment

Slope of

enlightenment

Plateau of

productivity

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

Model of Rogers

Innovators Early

adopters

Early

majority Late

majority Laggards

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

Model of Rogers

Innovators Early

adopters

Early

majority Late

majority Laggards

Chasm

A B NEW Z

Overcoming the chasm: support to change processes

A B Z

Step 4: Turn key people into “evangelists”

Form an active, passionate core team

Levels of participation

Passers-by

Read-only members

Active participants

Core members

Outsiders

Collect success stories

Step 5: Turn "evangelists" into trainers

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

5 main learnings

#1: Start with “WHY?”

WHY

HOW

WHAT

#2: Focus on personal motivation – not groups

#3: Create management buy-in

#4: See how the new tool fits existing routines

#5: Let people share success stories & measure use

Contact us

www.gridd.nl