e-Forum
When I started on the South Beach diet, I thought, “Here I go again.” I read the book and tried to clean out my pantry and refrigerator, but it didn’t take long to really get tired of the food on the acceptable list. Then I discovered information about this diet on the Web site Prevention.com. I had been a reader of Prevention magazine for years, but the recipes and the tips that others shared on this Web site kept me going.
Set up an electronic bulletin board, distribution list, listserve, or writeable Web site for those who want to hear more.
You are an Evangelist(144) or Dedicated Champion(129) trying to introduce a new idea into your organization.
You need to initiate and maintain regular contact with people who might be interested in your new idea.
It’s hard to get information to everyone. People are busy and overwhelmed by too many ideas. They may not find the time to attend every event, but they like to know what’s going on. You are busy too. You want to Stay in Touch(221) but don’t have the time to personally keep everyone informed about the latest and greatest happenings with the new idea.
Electronic forums allow people to keep in touch and keep a new idea on their minds. When you set up a mailing list for the enthusiasts or devotees, you’ll get to know some of your most potentially valuable members and give them a chance to meet each other.
Therefore:
Create a publicly accessible electronic, interactive forum. Advertise its existence. Keep it alive, active, and growing.
This can be an electronic bulletin board, distribution list, listserve, or a writeable Web site. You may wish to use it to distribute electronic resources, announce upcoming events, and connect people who are doing similar things with the innovation across the organization. Create separate “announce” and “discussion” lists, since some people want to actively participate and others want to passively hear what’s going on.
This is one way to Stay in Touch, but it should not be the only way. Post information In Your Space(167). Give regular status reports and tell people what’s happening next. Use Connectors(119) to send information through their networks. Don’t forget to maintain personal contact with individuals who are key to your efforts.
If you monitor the medium, you can use this data to convince a Local Sponsor(186) or Corporate Angel(123) that there is sufficient interest to take the next step in the change initiative.
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This pattern creates a place to electronically share information and expectations about the new idea. It keeps you from becoming isolated from those who are interested in hearing about it. The virtual community will help you establish a real one.
If you use it too much, it can have an overdose effect and can even be viewed as spam. Don’t get too accustomed to using electronic means. Know your community and what they are interested in seeing.
The first Brown Bag meetings Gary held were well attended but a few busy people stopped by and said, “I was held up and couldn’t make the meeting. Do you have any handouts?” “Sure!” he replied, “I’ll send them to you.” While he was at it, he e-mailed notes to others he knew were interested. That’s how it started. The list grew as others heard he was e-mailing notices for meetings and other events. It was the beginning of the community that became involved in the new idea.
Alison used an e-mail distribution list to draw attention to the activities surrounding the new idea. The initial list came from people who attended a Hometown Story. Later, when training courses were offered, attendees were added. The distribution list was used to advertise upcoming events, like Big Jolt visits. The list made the recipients feel special because they heard about something before the general population.