You can’t break down silos, but you can connect them

@ChristiaanWLstg #CSForum14
You can’t break down silos,
but you can connect them
Christiaan W. Lustig
Communications Architect and Consultancy Director at Sabel Communicatie, The Netherlands

Breaking down organisational
silos is not going to work

@ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
Content = marketing
Content = input
Content = asking for attention

300,000 400,000
1,000,000
3,000,000
15,000,000
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 2007 2009 2011 2012
ISBN numbers in the US

1,000,000 3,000,000 10,000,000
25,000,000
57,000,000
86,000,000
380,000,000
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
1930 1960 1960 1980 1990 2000 2012
Photos taken in the US

100 hours of video

144,800,000 e-mails
800,000 websites
1,200,000 WordPress
500,000,000 Tweets
4,000,000,000 Facebook updates

Is it even up to us?

Customer =
dictatorking

Team Task Customer
1 Request extract from records
2 Opening hours
3 Waste collection
4 Passport and ID card
5 Report deficiency in public area
6 Driver’s licence
17
6
5
1
2
7

“Statistics are like bikinis. What they
reveal is suggestive…”
“… but what they conceal is vital.”
— Aaron Levenstein, 10 November 1951

4-6 top tasks
25% of votes
40-60 bottom tasks = 25% of votes

0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85

Identify Test Improve

# Task %
1 Opinions of the Council 5,4%
2 Asylum policy (Netherlands) 4,3%
3 News 4,1%
4 Procedures (asylum, naturalisation, family reunification)) 3,8%
5 Experiences and stories from refugees 3,6%
6 Jobs 3,3%

1
2
3
4
5
6
9
16
49

# Task %
1 Check (digital) invoice 7,1%
2 See my costs/use 5,9%
3 Contact telecom operator 3,9%
4 See my plan 3,4%
5 Invoice explaned, questions 2,7%
6 Product information 2,7%

# Task %
1 Request and check leave (vacation, illness) 7,8%
2 Check and manage e-mail and calendar 6,6%
3 Find a colleague (contact details, directory, expertise) 6,2%
4 News from NS (news and press releases by NS) 6,0%

0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
1 6 11 16 21 26 31 36 41 46 51 56 61 66
Vote
Tasks

In which situation do you most often visit the UMC
website?
a. From home
b. From my office or practice, or from my work place
in the hospital
c. On my way to the hospital
d. In the hospital for an appointment, visit or
admission

# Task %
1 Treatment 4,6%
2 Disease/condition 4,3%
3 Contact details 4,3%
4 My patient records 3,5%
5 Appointments 3,2%
6 Scientific research 3,0%
7 Referrals procedure 3,0%

# Task %
1 Appointments 4,1%
2 Admission 4,2%
3 Disease/condition 3,9%
4 Waiting times 4,0%
5 Treatments 3,5%
6 Examination and diagnosis 3,3%
7 Treatment teams 2,9%

# ‘Static’ ‘Mobile’ Diff.
1 Treatment Appointments +4
2 Disease/condition Admission +28
3 Contact details Disease/condition -1
4 My patient records Waiting times +15
5 Appointments Treatments -4
6 Scientific research Examination and diagnosis +4
7 Referrals procedure Treatment teams +15

In which situation do you most often us the intranet?
a. During work in the office or from home
b. During work outside the office
Do you need job-related information when you’re
traveling to or from work?

# Task %
1 Find a colleague 12,27%
2 Write hours 8,83%
3 Personal budget 7,42%
4 Company-wide news 6,43%
5 Leave 5,89%
6 Share documents 5,06%
7 Work instructions and manuals 3,66%

# Task %
1 Personal budget 12,13%
2 Write hours 7,33%
3 Leave 7,15%
4 Find a colleague 6,78%
5 Remuneration and allowances 6,07%
6 Logistics and materials catalog 4,56%
7 Work instructions and manuals 3,73%

# ‘Static’ ‘Mobile’ Diff.
1 Find a colleague Personal budget +2
2 Write hours Write hours =
3 Personal budget Leave +2
4 Company-wide news Find a colleague -3
5 Leave Remuneration and allowances +6
6 Share documents Logistics and materials catalog +15
7 Work instructions and manuals Work instructions and manuals =

Marketing
Webteam
Sales
Logistics
Retail
Service

Marketing
Webteam
Sales
Logistics
Retail
Customerservice
Customer Task Team

Marketing
Webteam
Sales
Logistics
Retail
Customerservice
1. Continuously (quantitatively) monitor and periodically (qualitatively)
test (parts of) the task on the media involved,
2. Introduce changes to those media and their contents, as well as
internal and external task processes,
3. In order to continually improve performance of the customer’s task.

Top task manager
Communications/marketing experts
Sales person
Et cetera

Download software, firmware, patches,
updates

2
6
5
4
3

7
I’m assuming that
one of these is the
one I want.

10

11

12

13

14

15
There are a lot of
steps before you
get to download.

1
2
34

August 2011 February 2012

Visitors

Inbound links

One-off donations

Monthly donations

Registered members

FTEs in content creation

Danke schön!
LinkedIn.com/in/ChristiaanWLustig
Twitter.com/ChristiaanWLstg
SabelCommunicatie.nl/Christiaan-Lustig

You can’t break down silos, but you can connect them

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You can’t break down silos, but you can connect them