Social intranet content management presentation by Toby Ward at the 2014 Intranet Global Forum in NYC.

1. Social content management:
Managing content in the
social intranet
Toby Ward, CEO, Prescient Digital

2. About Me
10/7/2014 Confidential © 2012 Prescient Digital Media

4. World Leading Intranet Experts
• 13 years of profitable history
• Dozens of Fortune 500 Clients
• World-Renowned Thought Leaders
• 200+ intranet projects
• Highly specialized
First to study & formally define “social intranet”

5. Select Clients

6. #IntranetForum
@tobyward

7. Slides
www.Slideshare.net/Prescient

8. CM Defined

9. Content Management (CM)
• The means by which content is created, stored, accessed,
and reused

10. Document Management (DM)
SharePoint 2013

11. Web Content Management (WCM)

12. Enterprise content management (ECM)

13. Poll
• How many of you use a CMS?
• If yes, how happy are you with your CMS?
– Thrilled
– Satisfied
– Frustrated

14. Effective CM
• Effective content management requires:
– Organizational processes and rules
– Motivated and active providers and writers
– Engaged users
– Technology

17. Wordpress

18. SharePoint 2013

19. Planning

20. Six Major Principles (CM)
• Create & publish content in a timely manner
• Reduce the cost of publishing content
• Organize content to support work processes
• Delineate roles & responsibilities for managing content
• Develop policies to guide content development &
management
• To use one tool to publish information across different
sites

22. 1/3 of IT projects exceed budgets and
schedules by almost 100% in
small to mid-size companies
(Gartner)

23. 23
Key lessons
• Executive champions = success
• Planning
• Change management, change management
• Sometimes you get what you pay for
• Content is king

24. Philips built Connect Us with influencers
Built Trained Shaped Launched
Built in 11 weeks
Trained our
influencers
 Ballet, symphony, orchestra, choral companies would add a needed diversity to our
 Inside a “test community” on functionalities and rules of engagement
24
community
 Create a broader tolerance for diversity within the community
 Elevate the level of entertainment available
 Held bi-weekly training sessions
 One-on-one session with our leaders
Getting buy in
Launched via
word of mouth

25. CM Lifecycle

26. Content Management Lifecycle
 Plan / govern
 Write / edit
 Approve
 Template input
 Keywords /
metadata
 Version / expiry
controls
 Review
 Control
 Archive /
delete
Publish
© 2014 Prescient Digital Media

27. Create

28. CM Planning
1. Detail content publishers, types & needs
2. Determine content structures & current practices
3. Determine how to measure effectiveness
4. Define user requirements and access/rules (e.g.
customization/personalization)
5. Define processes/guidelines for content management, review,
and development
6. Define content storage/retrieval mechanism & review
software (e.g.. SharePoint, Sitecore, EpiServer, etc.)

29. CM Plan
• Assessment: of current content and processes.
• Creation: of detailed information architecture and
wireframes, taxonomy, metadata, workflow and
documentation including policies.
• Management: repurposing, rewriting, creating, maintaining,
monitoring, and archiving.
• Maintenance: storing, accessing, reusing/repurposing and
resourcing.
• Measurement & Growth: analytics and analysis.

31. Feeding the home page

32. Ideas for home page news
• Sales wins
• Customer service stories
• Charity drives
• New hires
• Employee profiles
• Photo of the day / week
• Competitor focus
• New projects
• Strategic update

33. Finding writers
• Ask key executives for a designated contributor (sales, HR,
etc.)
• Train contributors on writing, publishing, and rules
• Hold monthly pizza lunches to discuss content themes
• Initiate contests

36. Writing
• Succinct should be limited to 50% of the words for print
• ‘Inverted pyramid format’ with the most important content
at the beginning
• Use simple sentences & limit metaphors and jargon
• Use humor with caution
• Plain language when creating links, headings, site names,
and forms (avoid “More” and “Click” and number jumbles)
• Task or scenario-based content

37. Publish

38. Sitecore 2013

39. EPiServer

40. SharePoint 2013

41. easycms

42. easycms

43. Every page has….
• Date
• Expiry date (e.g. 18 months for new; 6 months for team site)
• Name (author / publisher) with email link to person
• Terms of use
• Forced ‘closed’ meta tags
• Optional ‘open’ tags
• Sharing and/or social features (e.g. commenting)

45. Intranet Dashboard

46. Plone

47. SharePoint 2013

48. Elcom

49. CMS Technology

50. CMS varieties
• Web content management (WCM)
• Document management (DM)
• Records management (RM)
• Digital asset management (DAM)
• Portal
• Social media platform
• Enterprise content management

52. Top features
• User-friendly content authoring, multiple authors
• Versioning (version & date control/expiration)
• Content approval workflow (gate-keeping)
• Database and template creation
• Database management
• Dynamic page generation
• Link management
• Personalization
• Access control and security
• Search
• Analytics
• Social media

53. Vendor evaluations
• Undertake macro evaluations
• Tailored product demos
• Open or closed (invitation) RFP
• Closed RFP to specific vendors will shorten the decision cycle
but narrow the field
• RFP process is normally 2 weeks to 2 months depending on the
complexity of the project
• Send out RFP

54. Budget
• $0 - $ Millions
• Business + functional requirements determine cost
• Final budget will be determined by the end solution

55. For as little as $1,999

57. Social Specifics

58. One or more social media tools
74% Most popular:
•Blogs
•Discussion
•Instant Messaging
Social Business Study, 2014

59. Blogs
55%
Have blogs on their intranet
18% enterprise
deployment
36% limited
deployment
5% have no plans
Social Business Study, 2014

60. Wikis
49% 19% enterprise
deployment
29% limited
deployment
12% have no
plans
Social Business Study, 2014

61. Social specifics
• All content is governed by the Code of Content
• No anonymous posting
• Social computing guidelines should be published
• Seed content with comments / promote discussion
• Cross-link to relevant discussions, blogs, wikis, etc.

62. ‘Share’ and ‘Ask for help’ buttons
Facilitate support and increase traffic
Let employees play a
role in disseminating
information—and allow
them to share their
thoughts on it
Let employees request
and offer assistance
related to content
62

63. BlueTube
Integrating video into the enterprise
‘Share’ & ‘like’ Give
employees the
opportunity to show
their support of content
‘Comment’ box: Enable
employees to engage in
dialogue around video
content
• Pushes link into the
activity stream of the
followers. 63
Viral
promotion of the video

64. Price
55%
$0 - $25,000
26% $0.00
9% $100k or more
Social Business Study, 2014

65. The Social Intranet
• An intranet that features multiple social media tools for most
or all employees
• Multiple social media tools with at least some or limited
exposure (optional) from the main intranet or portal home
page
• Woven into most aspects of content consumption

66. How Social?
12%
Full Social Intranet (that have social media)
30% Limited
some enterprise
social tools
58% Entry level
social intranet
(1 or 2 social
tools)
Social Intranet Study, 2012

67. Employee Satisfaction
15%
Very Good (5%) or Good (10%)
26% Satisfactory
36% Poor
22% Very Poor
Social Business Study, 2014

68. Executive Satisfaction
16%
Very Good (5%) or Good (11%)
38% Satisfactory
31% Poor
15% Very Poor
Social Business Study, 2014

69. Social Business Intelligence infographic
reports
Data driven insights to help us in understanding and improving the community
69

70. Social Business Intelligence infographic
reports
Data driven insights to help us in understanding and improving the community
70

71. Social Business Intelligence infographic
reports
Data driven insights to help us in understanding and improving the community
71

72. HTML 5

73. 73
HTML 5
• New standard for HTML, same language
• Cross-platform (mobile, notebook, smart TV, etc.)
• Video / audio (no plugins)
• Working applications online and offline
• Semantics

74. 74
Semantic
• Computers can easily understand the meaning of
the data, not just the format for:
• Searchability
• Accessibility
• Consistency

75. DIRECTV

76. 76

77. 77
#1 Create Sense of Urgency
 Link business case to company strategy
 Set the stage with key leaders
 Create the 2020 Workplace
 Engage and retain top talent
 Empower employees with a voice
 Drive collaboration, productivity,
innovation

78. 78
#2: Form a Guiding Coalition
 CEO and Direct Reports
 Top 150 Leaders
 I.T. Leaders
 Governance model – Enterprise
Collaboration Council

79. 79
#3: Create a Vision
Make it easy for DIRECTV employees
to connect, collaborate, access and share information
in multiple settings,
leading to greater engagement and productivity,
better decision-making and increased innovation

80. 80
#4: Communicate the Vision
 Communicate in every channel
 Repeat
 Repeat again
 and again . . .
Group Email Updates, Invites Owner Training Guide Online, In-person Sessions

81. #5: Empower Others to Act on Vision
81
 Pilot process
 Training
 Use cases
CORE Champion (advanced-level, half-day) Training Class in Tulsa

82. #5: Empower Others to Act on Vision
Knowledge documents and reference guides at various levels
82

83. CORE Genius Award
Presented at Team Meetings
83
#6: Create Quick Wins
 Highlight success stories
 Launch CEO and leader blogs
 Transition existing intranet content
Mike White, CEO
Joe Bosch, EVP
Chief HR Officer
Romulo Pontual, EVP
Chief Technology Officer
Paul Guyardo, EVP,
Chief Revenue &
Marketing Officer
Mike Benson, EVP
Chief Information Officer
Caroline Leach, VP,
Communications
Leaders Using Blogs to Engage Their Teams, Broader Workforce

84. 84
#6: Create Quick Wins
Mike White, CEO

85. 85
#7: Build on the Change
 Showcase new ways of working
 Expand CORE champions
 And deal with the challenges

86. 86
#8: Institutionalize the Change
 IT support model for cloud applications
 Expansion to frontline employees
 Enhanced features
 Next-gen productivity metrics

87. The Numbers to Date . . .
121,000+ 3,600
YTD (as of May 9, 2014)
87
13,000
daily page views
and at least that many
fewer emails in inboxes
communities
from every DIRECTV
Department; 1/3 are public
pieces of content
50% are documents uploaded
or created in CORE
85%
adoption
by the U.S.-based
employees (excludes
CSRs, Technicians)
CORE scope of use is at / ahead of other companies using
these platforms.
8,099
3,716
881
Active users
Participating users
Contributing users

88. www.PrescientDigital.com

90. Next webinar
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Intranet Global Forum
Visit www.PrescientDigital.com
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91. Intranet Insight > PrescientDigital.com

92. Questions

93. toby@prescientdigital.com
www.PrescientDigital.com
www. IntranetBlog.com
@TobyWard
416.926.8800
93
Toby Ward