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Change Management Guide 27
Phase 1: Core IT
Create your marketing strategy | How to
Step 1: Build the team
The best resource is often your Marketing or PR department. Maybe
you’re not the creative type? They probably have someone who is and can
help you in the following areas:
• Developing key messages
• Creating collateral and production support (for posters, artwork, etc.)
• Coordinating the campaign communications and schedule
Step 2: Create the key messages for your campaigns
To help promote a positive understanding among users as to why you’re
moving to Google Apps:
• Identify the benefits of moving to Google Apps for your users.
Why should your users care about moving to Google Apps? What are
their frustrations with the current email system and how will Google
Apps address some of those pain points?
Specify the benefits to your users that get their attention as you
prepare to move them to Google Apps. These apply to your average
users and not just executives or IT professionals. Your IT team might be
jazzed about the power of the global data centers you’ll get in the
cloud, but your average users won’t find that very compelling.
• Create an elevator pitch about why your company is
going
Google. An elevator pitch quickly and succinctly explains why
the company is going Google. It identifies the benefits of going
Google and also the consequences of not switching to Google Apps.
You can actually reuse this elevator pitch in nearly all of your
marketing and communications.
Step 3: Develop the creative concept
A creative concept is the unifying theme, brand, logo, or slogan that you’ll
use to connect all your communications about Google Apps.
“Moving to Google Apps is not only
moving from one messaging tool to
another, it’s about leveraging a new
tool to make work behavior evolve
towards collaboration. That requires
change management.”
—Nicolas Willieme (manager at a
French insurance company)
- Going Google 1
- —The Google Apps Team 2
- What’s in this Guide 3
- Change Management Matters 4
- About this guide 5
- Services, Bergelectric 6
- What changes am I managing? 7
- The Google Apps Rollout 8
- Phase 2: Early Adopters 9
- What else is happening? 12
- Walt Oswald, Corporate Vice 13
- Mobility 13
- Management Development & 14
- Training, Ahold USA 14
- Architecture Infrastructure 15
- Diversey 15
- Secure executive support 16
- —Carol Dewitt, CIO, BI-LO 17
- Management, Onix Networking 18
- Step 2: Bring together staff 19
- What do you leave with? 20
- Phase 1: Core IT 21
- Profile your user community 22
- Karl Lamberth, Senior Vice 24
- Cloud Sherpas 24
- Coordinator, KIO Networks 25
- —Nathalie Massis, Marketing 26
- Manager, Soluciones Orión 26
- Step 1: Build the team 27
- —Susan Glynn, Senior Manager 29
- Delta Hotels and Resorts 30
- The Roche Group 31
- Services Director, Journal 32
- Communications 32
- Phase 1: Core IT 33
- Complete the training plan 37
- Tracey Flynn, Training and 39
- Communications Manager 39
- SADA Systems 39
- Send key messages to users 40
- —Christina Jobes, Change 43
- Management Lead, The Weather 43
- Step 3: Complete your roster 44
- Management and Training 45
- Victor Alhadeff, CEO 46
- Boost eLearning 46
- Jennifer Calderone, Training 49
- Tempus No va 49
- Architect, MeadWestvaco 50
- Ahold USA 51
- —Tony Bianco, President 52
- Cloud Computing Division 52
- Onix Networking 52
- —Mark Steward, IT Director 53
- Baird & Warner 53
- Technology, Genentech 54
- Leader, Flexion 57
- Phase 2: Early Adopter 59
- —Dana Murphy, Director, OTD 61
- —Jim McNelis, Principal and 63
- Founder, Dito 63
- —Peter Herrmann, Solution 64
- Architect, Mortgage Choice 64
- Holocaust Memorial Museum 66
- Assess team change impacts 70
- Send a user readiness survey 72
- Phase 3: Global Go-Live 73
- —Andrew Kneebone, Project 75
- Manager, Visy 75
- Complete training materials 81
- Patrick Liew, CIO, HSR 82
- Management Coordinator 92
- —Greg Tait, Google Apps 95
- Administrator, Fairchild 95
- Semiconductor 95
- —María Cristina Peláez 97
- —Patricio Diez, Change 99
- Management Director, Revevol 99
- Solarmora has Gone Google 100
- Customer Examples 101
- Change Management Guide 103 103
- Brady Corporation 103
- Genentech 104
- Change Management Guide 105 105
- Softbank 105
- Salfacorp 106
- Change Management Guide 107 107
- Ne ratez plus 108
- Google Guide 109
- LAN Airlines 110
- We can help! 111
- The Weather Channel 112
- Customer Acknowledgements 113
- Google for Work Partners 115
- List of External Resources 116
- Phase 2: Early Adopter 118
- Phase 3: Global Go-Live 119
- Life After Go-Live 120
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