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Principal of Chess Media Group, a social business consultancy. Jacob works with mid and enterprise organizations on developing customer and employee engagement strategies. He is also the co-author of Twittfaced, a social media 101 book for business. Jacob authors a Social CRM and Enterprise 2.0 blog.

4 responses to “Is Adoption the New ROI of Collaboration?”

  1. Bertrand Duperrin

    Hi Jacob,

    Interesting discussion. The only thing we’re all sure of in this field is that there’s not one-size-fits-all concept so we need to be cautious when stating something as a generality.

    So, for what I can see (but then again, that does not mean it applies anywhere in any culture etc..) the problem with adoption is that one of the reason it does not happen is the lack of perceived ROI. In fact, ROI is not the right word here IMO, I’d rather say direct, immediate, tangible and observable improvement in the way one feels he’s doing his work.

    No ROI withtout adoption, no adoption without ROI. Chicken and egg story once again.

    Anway, I’m more inclined to saying that adoption is a means, not the goal. We should be looking far beyond and instead of making people adopt tool (I’ve never seen anyone refusing to use a tool that make his work simpler and easier) we should focus on sense and alignment and that’s what is slowly happening with a new focus on bringing social tools and concepts into the flow of work.

    1. Jacob Morgn

      Hi Bertrand,

      Agree with most of what you’re saying here. As Gil Yehuda commented on blog, adoption is a KPI, which I completely agree with. That was actually one of my points which you already addressed in your comment when you said adoption is a means not a goal. The issue I saw with the Yammer message was that it was positioned as the goal, which to me doesn’t make much sense on the business value side of things. Adoption is also quite a general term, different organizations have different targets and different definitions of what that actually means.

      Many organizations don’t have large adoptions levels yet they are still seeing business value from what they are doing.

  2. Mike Dunham

    But on the other hand – collaboration on development of the tool, selection of tools, use cases for the tool, best practices for the tool does drive adoption….

  3. Jacob Morgn

    Hi Mike,

    Good point. However, some organizations have this down as a collaborative process whereas some don’t. There are many companies out there which places in the hands of a person or small team who then make the decisions for everyone else. Completely agree though, developing the use cases, speaking with employees, and getting feedback is not only crucial for technology selection but inherently also starts the adoption process.