The first thing you need do is get people's attention. Shouting loudly on a blog post works but if attention is the first step to change then something else needs to happen. An alternative and altogether more subtle approach might be to pique people's curiosity and then lead them down the path you wish them to pursue. It's a legitimate form of fostering engagement. When well done it can reap significant rewards. It requires creativity but is not as difficult as some might imagine. What might work?
I'm a huge fan of Slideshare. It's a great resource where you can find great presentations that are both attractive and engaging. This one from Firmex caught my eye, in part because I'm an accounting geek. It wasn't until I got to the final slide (see image above) that I realized they had me hooked. You just have to click in order to find the answer.
The link took me to the Firmex site where the answer is displayed. It also introduces some new content around security breaches and virtual data. That was an interesting surprise. They're not trying to sell me anything but offering me more information on topics that might well be of interest to someone who followed the slides.
Consider how this general idea might apply to adoption topics. As I see it, the key in this approach is to offer the content consumer an implied invitation to connect. It's subtle, non-intrusive and can be highly effective, especially when tied to the notion of social objects as conversation enablers. And if you think about it, all change involves enabling conversations.
Does that resonate? Let us know in talkback.
Featured image credit: Daniel Zeevi (slide 14)