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Content that delivers value
Carolyn Clarke
Intranet Manager EMEA

Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ON...
Content that delivers value

This is your intranet

Why?
Because most intranets are ‘devolved’
2

Optional disclaimer area...
Content that delivers value

‘Devolved’ intranets definition:
content delivery dispersed to local content providers
In oth...
Content that delivers value

An intranet run by people who cannot:
§  write
§  design
§  lay out web pages
§  structur...
Content that delivers value

‘Devolved’ does NOT deliver value
It’s the result of an unwillingness to provide resources
Wh...
Content that delivers value

Every agenda but the right one drives the average
intranet.

What is the right agenda?

Value...
Content that delivers value

The Dream: delivering value
What is ‘value’?
Content that
§  helps deliver tasks
§  solves ...
Content that delivers value

What task does this deliver?

8

Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
Content that delivers value

What problem does this solve?

9

Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
Content that delivers value

To find content that delivers value
1 stop thinking about communication
‘communication’ does ...
Content that delivers value

Steps to creating content that delivers value:
Before you begin, ‘undevolve’ your intranet
§...
Content that delivers value

Steps to creating content that delivers value:
1.  Find out what people need to solve their p...
Content that delivers value
1 Find out what people need to solve their problems

How to do this
§  Watch what they do
§ ...
Content that delivers value
2 Determine which problems and tasks are shared

How to do this
§  Prioritise the list of dem...
Content that delivers value
3 Find or create the solution

How to do this (examples)
§  Find all reusable documents (temp...
Content that delivers value
4 Assemble them in an easily-findable structure

How to do this
§  Card sorting
§  Usability...
Content that delivers value

Once you have:
1. 

Found out what people need to solve their problems

2. 

Determined which...
Content that delivers value

Don’t add anything else
Is this possible??!!??
Of course not.
Remember:
Every agenda but the ...
Content that delivers value

Minimising the garbage
Use your personas to clarify need
“which of our personas needs this?”
...
Content that delivers value

You will never get rid of all the garbage
- but keep fighting
- keep improving

One day – may...
Content that delivers value

Imagine an intranet that is
§  considered to be vital infrastructure
§  seen as essential t...
Content that delivers value

Be the professional.
§  find the task or problem
§  put the solution online
§  make people...
That’s it

American International Group, Inc. (AIG) is a leading international insurance organization serving customers in...
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Content that delivers value

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Transcript of "Content that delivers value"

  1. 1. Content that delivers value Carolyn Clarke Intranet Manager EMEA Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  2. 2. Content that delivers value This is your intranet Why? Because most intranets are ‘devolved’ 2 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  3. 3. Content that delivers value ‘Devolved’ intranets definition: content delivery dispersed to local content providers In other words, an intranet run by people who cannot: §  write §  design §  structure information §  deliver usability 3 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  4. 4. Content that delivers value An intranet run by people who cannot: §  write §  design §  lay out web pages §  structure information What other part of your company would allow non-experts to have such power and access? 4 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  5. 5. Content that delivers value ‘Devolved’ does NOT deliver value It’s the result of an unwillingness to provide resources Why? §  a lack of understanding of what an intranet can deliver §  too little commitment to what the intranet could deliver §  no idea that the intranet should be considered infrastructure: essential for business And, let’s face it, the intranet isn’t delivering, is it? 5 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  6. 6. Content that delivers value Every agenda but the right one drives the average intranet. What is the right agenda? Value delivery Let us dream the dream… 6 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  7. 7. Content that delivers value The Dream: delivering value What is ‘value’? Content that §  helps deliver tasks §  solves problems 7 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  8. 8. Content that delivers value What task does this deliver? 8 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  9. 9. Content that delivers value What problem does this solve? 9 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  10. 10. Content that delivers value To find content that delivers value 1 stop thinking about communication ‘communication’ does not deliver solutions 2 start thinking ‘desk drawer’ what do people assemble for their own needs? A newsletter is never the answer to any need. A good stapler… a laptop charger… a phone book… might be. 10 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  11. 11. Content that delivers value Steps to creating content that delivers value: Before you begin, ‘undevolve’ your intranet §  Take back control §  Remove it from the amateurs §  or Restrict the amateurs as much as you can In other words: Start again. This time with professionals. (we are still dreaming the dream…) 11 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  12. 12. Content that delivers value Steps to creating content that delivers value: 1.  Find out what people need to solve their problems 2.  Determine which problems and tasks are shared 3.  Find or create the solution 4.  Assemble them in an easily-findable structure That is your intranet 12 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  13. 13. Content that delivers value 1 Find out what people need to solve their problems How to do this §  Watch what they do §  Study your metrics §  Search shared drives §  Capture demanded actions (e.g. HR) §  Shadow a new joiner 13 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  14. 14. Content that delivers value 2 Determine which problems and tasks are shared How to do this §  Prioritise the list of demanded actions §  Talk with PAs and office/team administrators §  Ask helpdesks for their most-frequent requests §  Develop personas §  Create and test scenarios 14 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  15. 15. Content that delivers value 3 Find or create the solution How to do this (examples) §  Find all reusable documents (templates, brand) §  Convert .xls or .doc forms to on-screen forms §  Make sharing and contacting as real-time as possible §  Bring your users online (social intranet) §  Single sign-on 15 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  16. 16. Content that delivers value 4 Assemble them in an easily-findable structure How to do this §  Card sorting §  Usability testing §  A/B testing §  Revisit as the business changes Do all these the proper way. UAT is NOT testing. 16 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  17. 17. Content that delivers value Once you have: 1.  Found out what people need to solve their problems 2.  Determined which problems and tasks are shared 3.  Found or created the solution 4.  Assembled them in an easily-findable structure You have created content that delivers value That is your intranet Don’t add anything else 17 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  18. 18. Content that delivers value Don’t add anything else Is this possible??!!?? Of course not. Remember: Every agenda but the right one drives the average intranet. All you can do is minimise the garbage. 18 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  19. 19. Content that delivers value Minimising the garbage Use your personas to clarify need “which of our personas needs this?” Use your metrics to justify refusals “if this were one of our products, would you keep selling it if it had these stats?” Use your governance - insist on process and standards - make your Steering Committee accountable - be the boss 19 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  20. 20. Content that delivers value You will never get rid of all the garbage - but keep fighting - keep improving One day – maybe – The Powers-That-Be will see that something is helping people deliver faster and better work And they will share your dream. 20 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  21. 21. Content that delivers value Imagine an intranet that is §  considered to be vital infrastructure §  seen as essential to the success of the business §  as necessary to employees as their keyboards and coffee mugs An intranet with content that delivers value by professionals, for professionals You may call me a dreamer… but I’m not the only one… 21 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  22. 22. Content that delivers value Be the professional. §  find the task or problem §  put the solution online §  make people prove the need §  remove words §  don’t be nice 22 Optional disclaimer area – i.e. FOR INTERNAL PURPOSES ONLY
  23. 23. That’s it American International Group, Inc. (AIG) is a leading international insurance organization serving customers in more than 130 countries.. AIG companies serve commercial, institutional, and individual customers through one of the most extensive worldwide proprty-casualty networks of any insurer. In addition, AIG companies are leading providers of life insurance and retirement services in the United States. AIG common stock is listed on the New York Stock Exchange and the Tokyo Stock Exchange. Additional information about AIG can be found at www.aig.com | YouTube: www.youtube.com/aig | Twitter: @AIG_LatestNews | LinkedIn: http://www.linkedin.com/company/aig AIG is the marketing name for the worldwide property-casualty, life and retirement, and general insurance operations of American International Group, Inc. For additional information, please visit our website at www.aig.com. All products and services are written or provided by subsidiaries or affiliates of American International Group, Inc. Products or services may not be available in all countries, and coverage is subject to actual policy language. Non-insurance products and services may be provided by independent third parties. Certain property-casualty coverages may be provided by a surplus lines insurer. Surplus lines insurers do not generally participate in state guaranty funds, and insureds are therefore not protected by such funds.
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