We were lucky enough to be involved in some great projects, and maintain this archive to share some of the examples and lessons from the first phase of social business implementation work

User Adoption Strategy for Tenaris

Tenaris, a manufacturer and supplier of seamless and welded steel pipe products and provider of pipe handling, stocking and distribution services to the oil and gas, energy and mechanical industries, engaged Headshift to create an adoption strategy for its enterprise social network, based on SharePoint 2010. As a multinational company, headquartered in Argentina with plants across the world, the team steering the implementation of the ESN recognised that the cultural barriers to successful adoption of the required collaboration behaviours was key to the success of the underpinning technology.

To create the initial adoption strategy, and tactics library ready for the launch of the platform, we conducted a user-centric discovery phase, starting with a stakeholder workshop, held with members of IT, Communications, Engineering and Human Resources, as well as the learning and development section of the organisation’s in-house University. Following on from this, a number of interviews were held with senior stakeholders at Board level, to ensure that the adoption strategy fitted with the business objectives for the platform. We then focused our discovery on the end-users in three regions, and four individual plants using both workshops and one-on-one interviews. Where necessary, the workshops were either held in Spanish, or a translator was used by individuals.

Following the analysis of all of the inputs, including best practice insights from a number of other engineering and manufacturing organisations, the initial tactics library was created, and over 100 different adoption activities were recommended for use at different levels in the organisation. We created an extensive use case catalogue, along with guidance on how to create, implement, drive transformation and measure the success of use cases.

The final strategy was designed as a repeatable framework, so that the evolution of the platform, and the use cases it was applied to, could be supported using tactics in line with our findings on user behaviour, motivations and ways of working unique to some regions and plants.

Once the implementation of the platform had launched, the tactics library was launched via a network of community managers and was used extensively through the pilot phase to raise adoption, and increase the levels of engagement with each use case.