Last week I talked about visiting the Yammer on Tour (YoT) event in Amsterdam. Somehow it is still playing my mind. Not that I changed my mind about it but mostly because I'm wondering why it is so popular among the Dutch. Because if the announced numbers of 500.000 payed Yammer accounts in The Netherlands is right that would mean Yammer has a more than substantial penetration of the Dutch labor market of about 8.5 million... A penetration most software providers would kill for and more importantly one obtained without much marketing.
So why is Yammer so popular here?
First of all I think the Dutch are very outgoing and adopt social tools at an incredible speed because of that. Having an opinion and speaking your mind is something that is embedded in Dutch culture and taught from a very young age. The whole social revolution just taps into that. Something that is clearly visible with the adoption of all social platforms, not just Yammer.
But there are other factors here too I think.
As Yammer doesn't really need any IT department involvement to be kick started within an organization (anyone can just start a company community free of charge) you see a lot of instances where adoption is done bottom up. IT is not involved until a large part of the organization is already using it and is therefore put on the spot. Seeing it being used and accepted and not having had any time to investigate the need or workings for such an application they simply go with it and more or less accept it as is. All the factors and barriers that would otherwise have had to be passed in a software platform acquisition process are suddenly completely bypassed.
The gullibility factor:
Yep, it isn't nice to say about my own fellow country men but I feel gullibility plays a big role here too. I don't know how it came to be but at a certain point some government institutions started using Yammer for their internal social communications. Before you know it more joined, and more and now several really big and important governmental institutions are using it. Institutions that are handling highly sensitive personal and financial information. The Dutch in general put a lot of trust in their government so other companies seeing this and thinking "Well if they use it it must be safe" joined in and before you know it you've got a lot of companies seeing this as a perfectly safe option.
Now don't get me wrong, I'm not saying it isn't or that non of the organizations really investigated it. But I do get the impression a number of them really didn't look into it too hard.
The idea of information, in this case possibly even my personal information being discussed and shared over Yammer servers located in the US with the US data security regulations - regulations we all know do not necessarily comply with EU legislation - makes me twitchy at best. And as Yammer stated themselves, they are not planning to open any EU data center for the foreseeable future....
How delicate this is was demonstrated when at YoT someone, working for one of the these government institutions got up and asked "How do we control that information shared on the Yammer network stays compliant with the information in our regulatory systems, as we want to make sure our people are consistent in their communications to the outside world when using information obtained through Yammer?". The answer was (correctly) "Yammer is not for sharing the information but only sharing the location where it could be found".
The fact this question was asked though already shows that this really is an utopia.
I do believe that most people at all these institutions are probably using it responsible, but at the same time I can't help but wonder if this isn't just a short way out for a lot of these companies and institutions. They see the need (and yes, there definitely is a need for social business here in The Netherlands) and jump in at the first option they see swimming by.
If that really is a feasible option though remains to be seen. Yammer seems to be mostly a Facebook like tool and doesn't offer much more then a really nice way to start the internal conversation. Social business though is about more than that and gets its real value from collaboration. Something Yammer in my eyes still falls short at.
Not to mention the problems they could get themselves in for not complying with EU privacy act regulations.....
Not surprisingly thus that some of these major institutions, recognizing the sensitivities and lack of collaboration, are now turning to other tools like IBM Connections to handle their social business needs. How the smaller ones will fare though remains to be seen. It isn't easy changing social platforms once you've chosen one.
Connecting to Connect: Andrew Grill – shifting from Social Media to Social Business
Thu, Jan 30th 2014 11:12a Femke Goedhart Andrew Grill moved from social influencer statistics in the Social Media realm and being the CEO of KRED to focusing on adoption of Social Business in his new role at IBM Interactive. He made time on Wednesday between his sessions, meetings and panels to talk about social analytics, how Social Business is the next step after Social Media, his role within IBM and the conference at large.
Download link – MP3
Andrew Grill: Blog – Twitter
Social Business Engagement Center for IBM Co [read] Keywords: ibm
Connecting to Connect: Warren Elsmore about… LEGO!
Tue, Jan 28th 2014 2:11p Femke Goedhart “The IBM Champions in LEGO”
LEGO? Yes LEGO! It might be a tech conference but where there are nerds LEGO is soon to follow. No wonder that Warren Elsmore – who went from being a consultant to being a full time Lego professional and book author – is there to liven up the social cafe!
Download link – MP3
Warren Elsmore: Blog – Twitter
“Brick city – LEGO for Grown ups” (book)
The IBM Connect game leaderboard… in LEGO! [read] Keywords: ibm
Connecting to Connect – Adam Brown about Kudos Boards & Connect
Sat, Jan 25th 2014 11:11a Femke Goedhart 30hrs in a plane from Tasmania to get to Orlando… You have to hand it to Adam Brown, he is keen to be there! Between jetlag and the Saturday morning Connect soccer tournament he took the time to talk to me from his conference hotel room before heading over to register and start an exciting week.
Download link – MP3
Adam Brown: Twitter – Blog
Kudos Board [read] Keywords: twitter
Connecting to Connect – Colleen Burns… It’s all social!
Fri, Jan 24th 2014 2:11p Femke Goedhart Nobody will be able to miss it: IBM Connect is a ‘social’ conference. There is a whole team of people organizing all kinds of social activities. Games, chats, a social cafe (with THE conference essentials: coffee & power outlets!) a social business engagement center and… Lego. Yes lego (hey, it’s a nerd convention, of course there is Lego!). Colleen Burns explains what its all about and gets excited about it all.
Download link – MP3
Colleen Burns: Twitter
Soci [read] Keywords: connections
Connecting to Connect – Mary Beth Raven about going to Orlando
Thu, Jan 23rd 2014 2:11p Femke Goedhart Apart from the thousands of people who go to IBM Connect to attend the conference each year there is also a group of people who go there – not to attend the conference - but simply to connect to the many people it draws in from all over the world. Mary Beth Raven explains why – 3 years after she left IBM – she still is involved in the community and makes sure she is in Orlando this time of the year to meet up with friends and former coworkers and why staying connected is very [read] Keywords: collaboration
Connecting to Connect – Kathy Brown on games, quizes, sparks and ABC’s
Wed, Jan 22nd 2014 5:12p Femke Goedhart Connect is more then just a technical conference, it’s a geek-get-together. And a lot of what makes it such a great event is organized by ordinary participants. Kathy Brown takes time out between packing and getting ready for the conference to talk about her planning for IBM Connect, the Great Geek Challenge, The Sparks session and the newest initiative: Dolphindor!
Download link – MP3
Kathy Brown: Twitter – Blog
Great Geek Challenge
Nerd Girl Sparks session
Dolphindor [read] Keywords: ibm