The document tells the story of how many companies unsuccessfully tried to use the same complex web content management system (CMS) for both their internal intranet and public internet sites. This led internal line of business users to find the CMS too complicated, resulting in outdated and incomplete intranet content. It also describes how separate collaborative software platforms later fragmented users' attention and content across multiple systems. The document argues that internet and intranet require different CMS and that separate communication and collaboration platforms weaken both and cause fragmentation issues.

1. The sad story of the
Intranet
A modern tragedy experienced by
many companies around the world

2. First Act
“Internet Innovation”

3. First Act “Internet Innovation”
Once upon a time a company selected for their Internet
website an innovative Web Content Management System
or Portal platform with lots of great features. The criteria
included:
Pixel Perfect Layout
Asset Management
Approval Workflow Management
Multisite Management
Social Media Integration
Commerce Support (Analytics, Campaign & Lead Management, Targeting)
Supply Chain Management (for Portals only)
.

4. Second Act
“Intranet Adoption”

5. Second Act “Intranet Adoption”
Company wanted to recoup investment
cost and decides to use their Internet Web
CMS for the Intranet too.
Top-Down Communication works OK,
Internal Communications department is
satisfied.

6. Third Act
“Knowledge Lost”

7. Third Act “Knowledge Lost”
Line of Business found the Web CMS / Portal
too complex for occasional users
Line of Business content was incomplete
and got outdated
Mail load kept increasing, productivity went down
Knowledge remained locked in mail and file servers
Most knowledge was not accessible

8. Forth Act
“Collaborative Innovation”

9. Forth Act “Collaborative Innovation”
Innovators implemented Enterprise Social Software
Blog
Bookmarking
Wiki
…
Some employees happily used the collaborative platform

10. Fifth Act
“Fragmentation”

11. Fifth Act “Fragmentation”
Attention Fragmentation
Some users refrain from the internal communications / web
CMS based Intranet (“I do not need propaganda”)
Some users refrain from the collaborative platform (“If it is
important it will be published by Internal Communications”)
Content Fragmentation
Some managers choose to communicate as them-selves
using the collaboration platform
Some managers choose to communicate thru internal
communications using the Web CMS

12. Fifth Act “Fragmentation”
Content Overlap, Redundancy and Inconsistency
Ideas are developed in collaborative platform, need to be
republished on communication platform
Some content is inevitably going to be stored in different
versions in both platforms
User Challenges
Employees need to search the Web CMS based Intranet and
the Collaborative / Enterprise Social Software platform

13. Fifth Act “Fragmentation”
Government Challenges
Internal Communications defines “their” Web CMS based as
the mandatory default homepage
Content Policy: All binding and relevant content from ESS in
Web CMS

14. Separate Platforms for Communication and Collaboration
Might Cause Schizophrenia for Authors and Users

15. Summary
Full featured Web Content Management Systems are to
complex for the “long tail” in the Intranet
Internet and Intranet require different Web Content
Management Systems
Separate platforms for communication and collaboration
cause attention and content fragmentation and weaken
both platforms

16. Merge the horizontal with the vertical Intranet !
Integrate Internal Communications into IBM Connections

17. Thank you for your interest
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