In thinking about my question from Tuesday I found myself thinking about two words: value and barriers.
Value is a word I have blogged about quite a lot over the past few months, I have a tendency to talk about the need to articulate a clear value proposition. We have conducted a lot of research that tells us that our audience are interested, they want to connect, they want to be able to learn from each other. But will they truly value this ability? Will access to a pool of people working in a similar industry, facing similar problems be enough to distract someone from the work they are doing and go online? Will their employers allow them time to get online to connect?
I believe we need to figure out how will users extract value from these applications. They say they want it, but how are they going to use it, and what impact will it have on the way they work? If we can figure these things out at least in fairly general terms, we go a long way to achieving that goal of articulating a clear value proposition.
In order to figure this out I’ll go back to some market research that was done early this year (it seems a long time ago now) and refresh myself with what our customers said to us.
Second I’ll put a survey out to those already participating in our existing social media initiatives. I’m not sure how many responses we’ll get but it seems to have worked for Jeremiah Owyang so we might as well give it a try.
Third I’ll get out and speak to the audience face o face. When I spend so much time communicating online it is very easy to forget how valuable a discussion with a real person can be.
With all of that hopefully I come up with a few clear points that our customers can relate to, or is this an impossible task? Do I just have to put it out there and see what happens?
Next up -thoughts on barriers to adoption….