Not Engaged; Three Barriers to Consider
Thursday: May 31, 2007 11:39 AM
Within the collaborative space we can classify customers into those that have been engaged and those that have not. Let’s first look at the ones that have not engaged your Enterprise 2.0 effort. We can classify these users into the three different areas and define the cause. The first group of users that have not engaged your effort are the ones that have never heard of you, your product, or services. Here you have a Marketing and Branding problem. Your message simply has a very low penetration into the technology and business communities. You solve this by creating marketing, branding, and communications efforts like promotions, publications, newsletters, and professional touch points. The second class is those that have heard your message but still don’t understand the value equation. This is an Education and Demonstration problem that needs to addressed with case studies, documentation, training, demonstration sites, and business scenarios. The final class is obvious, they have heard of you and understand what the software does but they still don’t want to engage. This is a Cultural and Political problem in that they can’t see the forest for the trees. Here, you simply need time and mass adoption in order to convert the unbelievers. Focus your time on the first two; the other one will come around. Everyone wants to be associated with success.
Within the collaborative space we can classify customers into those that have been engaged and those that have not. Let’s first look at the ones that have not engaged your Enterprise 2.0 effort. We can classify these users into the three different areas and define the cause. The first group of users that have not engaged your effort are the ones that have never heard of you, your product, or services. Here you have a Marketing and Branding problem. Your message simply has a very low penetration into the technology and business communities. You solve this by creating marketing, branding, and communications efforts like promotions, publications, newsletters, and professional touch points. The second class is those that have heard your message but still don’t understand the value equation. This is an Education and Demonstration problem that needs to addressed with case studies, documentation, training, demonstration sites, and business scenarios. The final class is obvious, they have heard of you and understand what the software does but they still don’t want to engage. This is a Cultural and Political problem in that they can’t see the forest for the trees. Here, you simply need time and mass adoption in order to convert the unbelievers. Focus your time on the first two; the other one will come around. Everyone wants to be associated with success.
