The diffusion of ReachOut: Analysis and framework for the successful diffusion of collaboration technologies

Abstract

While virtual communities become more and more dominant, little attention has been directed towards understanding the conditions for creating a successful community. Significant progress has been made in understanding the diffusion of collaborative tools in the workplace. We read stories about the extraordinary success of some communities, and about the harsh failure of others. This paper argues that lessons learnt from these stories should be analyzed using the theoretical foundations of Diffusion of Innovations theories, and systematized to create a set of guidelines for community creators to make their efforts more efficient. We begin by presenting a theoretical background for analyzing technology diffusion. We then analyze the stories of diffusion of ReachOut - a tool for peer support and community building developed in our Research Lab - in two different communities, using this theory. Finally, we propose a framework for planning for successful diffusion of collaborative tools, using our experiences with ReachOut. Copyright 2004 ACM.