Enterprise 2.0 Vs Diffusion of Innovation - 3 views
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ib entreprise 2.0 enterprise 2.0 management adoption technos 2.0
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Relative advantage : what value does it bring ? Compatibility : how much effort to transition to this innovation ? Complexity : how much learning is required to apply it ? Triability : How easy is it to try the innovation ? Observability : How visible are the results ?
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None of these intangible assets (human, organizational and informational capital – i.e databases, Information systems, networks, technology infrastructure) has value that can be measured separately or independently.
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People make relative evaluations Reference point is status quo People are loss-adverse : a prospective loss of X is 3 times more painful that a gain of X is pleasurable.
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These elements lead to the fact that we value what we have far more highly that what we could have instead. The result is what Gourville calls the 9x effect : people rate what they have 3 times more than their actual value and prospective items three times less than what they’re actually worth. A new item must therefore be at least 9 times better to justify the (perceived) effort required for the adoption.
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As a result, McAfee quotes Gourville and recommends not to oversell the collaborative platform and make it clear that the adoption will be a long phase.
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The objectives is to help them realize that these tools are the root cause of many of their daily work frustrations
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So a 30 days trial might not be enough to see the full benefits of such solutions. However it can still proves how easy it is to use them.
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A good strategy to make the results visible is to locate some teams of social networks enthusiasts (IT or HR departments might be a first good guess). And start to deploy the solution on such narrow teams.
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In a transparency and observability purpose, it might be a good idea to monitor the knowledge workers perceived value of their tools and measure the progress. Preparing a questionnaire with a set of questions around the subject of collaboration, innovation, productivity and knowledge management could be a good starting point.