How utility drives adoption of

enterprise social networks

Building Bridges

– …to enable

communication

– ...to facilitate

collaboration

– …to create value for

the organisation and

the people in it

Internal, private social

network technologies within organisations

•Focus on utility and purpose

•Start with research

•Understand where there is

latent demand

•Understand your users

•No 1 driver of adoption is

utility

Meet existing

demand

A group of people… doing somethingon the Bridge

…to achievea business benefit

WHO WHAT WHY

Wide use cases

Deep use cases

Replicable

models

Fit company

culture

Demonstrate

successes

Build support

•Focus on utility: create

purposeful communities and

spaces

•Keep it simple

•Support users

•Give people freedom to

experiment and find their

own uses

•Find and nurture champions

Bottom-up

• Demonstrate the need

• Show value and impact

• Make it mobile

• Anticipate and manage risk

• Equip them to sell it to the

business

Top-down

Manage risk

• Engage risk and

compliance early

• Understand the regulatory

context

• Be pragmatic

• Use carrot as well as stick