Over the last week or so I have been banging on about moving beyond the early adopters to engage with the second wave. Last week I blogged about value, this week I’m thinking about the barriers that the second wave will face.
I reckon there are a few categories they’ll fall into:
- The point (or a lack of understanding of)
- How to do it
- The firewall
- The time
Each of these are potentially going to stop people coming into our network but there are some things we can do to reduce the impact.
This really comes back to the value stuff I blogged about the other day. If we nail how our target market will extract the most value out of the tool and manage to articulate that in a clear, concise fashion; we’re laughing. (simple right!?)
I think Andrew Mitchell’s point (see the comments) about capturing user stories will really help here too.
How to do it?
This is another big one, particularly given our audience is primarily made up of ( I hate to use the term) digital immigrants, that said it is reasonably easily addressed. If our email comms are clear, we put together some solid online demos, offer a couple of webinars and recruit / identify good community leaders, I think we can manage this barrier.
Blah I hate corporate firewalls! They are an absolute pain in the proverbial!
I reckon the trick getting around them is to ensure that all of our ‘Social’ tools are under our corporate domain. In all cases we are using hosted solutions so bringing everything in under the one roof is a must to avoid this issue.
I’ve got two thoughts about this one, first is if we do the value / point stuff right then people will be prepared to make some time for of the community. That said, many won’t.
Second, I think building the first social media attempt around an event will help to bring people in. Conference social networks have had a bit of bad press ( I discussed here) in the blgosphere but I think it may work out well for us. If the audience is thinking about the conference they may be more likely to look at a new online initiative that relates to the conference than they would have been if the initiative existed on its own. It also means that by the time the novelty has worn off our project is winding down and we walk off with a bunch of experience to use when we build the next initiative.
The bottom line is we can find ways around many of the barriers to joining the social network, but really if the audience can’t see the value of it very clearly, they won’t bother.
A final note – The iPhone contracts here in Australia are a complete joke! Bring on Android!