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Launch and Adoption approaches

Releasing a new tool requires a bit of selling. Communicating value, lowering the barrier to entry and having an adoption strategy are essential ingredients in compelling new users to break from what they know and to try something new. Their usage, of course, is requisite to realizing the value, benefits and ROI of any software purchase. With that in mind, here are some approaches to consider when crafting your launch and adoption strategies.

Ideas to include in initial communication to users

Goals: introduce tool, explain why users should care, lead users in how to first engage with the tool

  • Explain the problem that the tool is going to solve
  • State specific benefits of the tool
  • State 2-3 specific features (along with their value in users' daily work) which users can try
  • Include a quote from a user about how beneficial the tool is.
  • Mention pain points voiced during the Day in the Life interview(s) and address how the tool can 
  • Upload an easter egg (designated piece of content) into the hierarchy and challenge users to find and engage with it (leave a comment, share it, annotate and share)
  • Give users some homework; create a collection and share it with me, etc. Follow up 1-2 weeks later.

Chief drivers for users to utilize the app

  • Recognized value
  • Company mandate
  • Incentives 
  • Peer pressure
  • Necessity
  • Fun

Ideas for maintaining momentum

  • Mediafly's helpful hints emails
  • Add exclusive content into the tool, so that users need to use it
  • Email blasts with use case-specific tips and tricks
  • Email blasts with specific features (along with their value in users' daily work) which users can try
  • Ask users to tell you about their success stories when using the tool. Share these with the user base.
  • Dedicated folder in the app for updates: memos from Leadership, upcoming events or releases, news...
  • Align KPIs to usage
  • Create usage contests with prizes
  • Publish ranking of user activity to encourage competition
  • Host working sessions with users, post launch 
  • Host Q/A sessions with users, post launch
  • Watch reporting to identify power users. Engage them for testimonials, ways they are using the app.
  • Ask power users to be your evangelists 
  • Form council of power users to test drive new tools, features/use cases. (then they feel special)

Success criteria

Before you launch, quantify how you anticipate defining a successful roll out, e.g. 

  • X number of users engaging weekly by 6 month mark, 
  • Y number of content views, 
  • $Z saved in printing, etc... 

Start somewhere. The metrics will likely change and be shaped by data and feedback captured post launch, but there is a lot of value in having even a stake in the ground early. Having specific, quantified goals from the outset will provide a baseline to measure against before your practical data set reaches critical mass.


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