- Value - The value that flows from use of the information and changes made.
- Increasing Value - How we go about increasing the value from adoption and change.
The behaviour change or actions that we generally wish to attain with the communication of complex topics usually occurs off-line in the real world.
This means that there is no innate or common feature of the web or web tools that drive increased use or implementation of the changes.
It is however possible for us to increase the derived value of the concept or information in a number of ways, these include:
- Telling friends – encouraging people to tell others (likely interested parties) – sometimes called viral marketing.
- Creating evangelists – by building relationships and providing materials that people can easily use to communicate with others.
- Provide supporting materials – such as case studies of benefits in the real world – increasing future uptake.
- Do it again – encouraging / reminding people to take action multiple times.
- Keep doing it - encouraging people to make the action or behaviour a habit.
- Do it more often - encouraging people to carry out actions more regularly (daily vs weekly).
- Encouraging others to contribute ideas / knowledge that improves the recommendations.
These may sound like lofty or unachievable goals, but the incremental costs are often worthwhile if even only a small number of people respond.