“Trialability is the degree to which an innovation may be experimented with on a limited basis.” (Diffusion of Innovations, p. 16)

Isn’t this down economy great?  Don’t get me wrong, just like the next guy I wish it wasn’t happening.  We are all feeling the effects of it, some more than others.  But it is making us step out of our comfort zone and try some new things.  The easier it is to try these new things out, the better adoption we will have.

With each Twitter follower, I look at their profile and latest tweets.  There was one person today, in particular, that followed me.  Phil was just laid off of his work.  He created a twitter account last April, updated it three times in the first two hours and then didn’t touch it.  Until now.

Now he has a reason. Phil might be saying, “Hey, it can’t hurt.  I might as well try it out – give it a shot.”  Not only is the relative advantage higher than it was before, but he can try it out as an experiment.  Pretty soon he sees that making a connection gets his name and situation on a blog read my millions of people (OK – WAY overstated), but now he has some loose connections that might help with the job search.

The first time you at sushi did you stuff the whole thing in your mouth?  Not likely.  You probably nibbled at it, like I did, and got a general taste of what this raw fish was going to bring to you.  Then, if you liked it, you tried more and more until – possibly – you scarfed down the whole plate.

Why do you think razors are cheap but the blades cost a fortune?  If the razors themselves are cheap enough, people can give it a trial run without losing much.  Then the razor company hopes you love it and buy the blades once you are hooked.

Or the numerous “30 days free!” offers.

To gain adoption, try making social learning useful on a trial basis. Let people get their feet wet.  Give them a reason to try and then make it easy, painless and costless.  When they try it out they will understand – there is less uncertainty.

This is one of my main tasks for any critics and those who don’t know where to start: Try it out.  Nibble a little.  Learn about what you are afraid and uncertain of by doing it.  Then it isn’t a mystery and you can decide if it works for you.

(BTW, Phil looks like he has some great experience.  If you are looking for someone with good HR, learning and leadership experience, check out his LinkedIn profile.)

What follows is a short series of at least 5 posts.  Each will focus on one aspect of what it takes to adopt social learning / media within an organization as well as with customers and prospects.

The information is taken from the book Diffusion of Innovations by Everett M. Rogers and then applied to social learning.  This is one of THE books, in my estimation, which will help the most when trying to help others adopt anything – technology, a new culture, processes, even hybrid corn in Iowa.  A fabulous read.  If you don’t have it, get it.

The five principles of adoption are:

1. 1) Relative Advantage
2. 2) Compatibility
3. 3) Complexity
4. 4) Trialability
5. 5) Observability

These posts talk about AFTER the sale and implementation.  (Although these things should be taken into consideration BEFORE all of that.) These posts answer the question,

“Now that we have it there, how do we get them to use it?”

Because – trust me – just because it is there DOES NOT mean that it will be used.

Again, this question should be part of a strategy long before implementation and should be constantly re-examined during and after.