Developing an Organisational KM Strategy Keith De La Rue AcKnowledge Consulting Tuesday, 3 March 2009

Overview Developing a knowledge sharing toolkit Keeping content up to date Dealing with knowledge hoarding Using multiple media Applying Social Media principles

Developing a knowledge sharing toolkit

Keeping content up to date

Dealing with knowledge hoarding

Using multiple media

Applying Social Media principles

Developing a toolkit A knowledge sharing approach

The environment Business Sales Force Business Customers Product & Marketing Teams Hundreds of Products Hundreds – On the road and desk-based Thousands Specialist Sales KM Team

The KM approach Product, service and solution “know-how” Build a standard toolkit and activity program Different media to suit different audience needs Content , communications and training in one The iStore On-line document library Sales KnowHow Bulletin Weekly web-based newsletter Knowledge Bites Web and audio conference briefing

Product, service and solution “know-how”

Build a standard toolkit and activity program

Different media to suit different audience needs

Content , communications and training in one

The iStore

On-line document library

Sales KnowHow Bulletin

Weekly web-based newsletter

Knowledge Bites

Web and audio conference briefing

The iStore Everything sales staff need to know – in one place Documents for internal & external use Multimedia content Standard document templates Provide sales information in predictable format Also stored on iStore Lotus Notes/Domino database Web browser access for all Hand-held device access Secure Admin access

Everything sales staff need to know – in one place

Documents for internal & external use

Multimedia content

Standard document templates

Provide sales information in predictable format

Also stored on iStore

Lotus Notes/Domino database

Web browser access for all

Hand-held device access

Secure Admin access

iStore scope 3,300 entries 90% documents – others link or text only 270 contributors… 370 products, services & solutions Average over 60,000 hits per month Multiple indexes and search Every entry accessible by any index Anonymous reader access Subscription for weekly updates

3,300 entries

90% documents – others link or text only

270 contributors…

370 products, services & solutions

Average over 60,000 hits per month

Multiple indexes and search

Every entry accessible by any index

Anonymous reader access

Subscription for weekly updates

Keeping content up to date Accountability, behaviour and engagement

The contributors Product Managers, Marketers, SMEs Increasingly time-poor The “Ivory Tower” syndrome Knowledge “hoarding”… Interested mostly in products and solutions Want to provide lots of detail! More accountable for costs than sales Not usually hired as communicators Focus only on own product

Product Managers, Marketers, SMEs

Increasingly time-poor

The “Ivory Tower” syndrome

Knowledge “hoarding”…

Interested mostly in products and solutions

Want to provide lots of detail!

More accountable for costs than sales

Not usually hired as communicators

Focus only on own product

Contributor accountability Self-service Contributors load and own all content Every entry must have one accountable owner Manage entry status, currency and validity Draft, Published, To be deleted Guides and training provided Including eLearning modules Control hand-over as required… Job changes Extended leave

Self-service

Contributors load and own all content

Every entry must have one accountable owner

Manage entry status, currency and validity

Draft, Published, To be deleted

Guides and training provided

Including eLearning modules

Control hand-over as required…

Job changes

Extended leave

Regular reviews All entries have a 90-day timer “Entry last updated” date displayed Auto review reminder emails to contributor Two weeks’ notice, one week reminder Update, republish or delete Automatic archive at 90 days Contributor advised Entry visible, but attachment not accessible Entries may be deleted if archived > 2 weeks

All entries have a 90-day timer

“Entry last updated” date displayed

Auto review reminder emails to contributor

Two weeks’ notice, one week reminder

Update, republish or delete

Automatic archive at 90 days

Contributor advised

Entry visible, but attachment not accessible

Entries may be deleted if archived > 2 weeks

Extended currency management Attachment currency critical Separate “file last uploaded” date tracked Attachment age checked at each review If attached file more than six months old: Contributor asked to confirm content review Confirmation logged & copy sent to manager If attached file more than twelve months old: Monthly scorecard sent via senior management 27% reduced to 7% over 12 months

Attachment currency critical

Separate “file last uploaded” date tracked

Attachment age checked at each review

If attached file more than six months old:

Contributor asked to confirm content review

Confirmation logged & copy sent to manager

If attached file more than twelve months old:

Monthly scorecard sent via senior management

27% reduced to 7% over 12 months

The audience Sales staff, Sales Specialists, Technical Sales Large customers: face-to-face, on the road Smaller customer: by phone, desk-based Sales specialists need more technical detail Increasingly time-poor Need to know how to sell solutions Focus on customer needs Income at risk, based on sales and revenue

Sales staff, Sales Specialists, Technical Sales

Large customers: face-to-face, on the road

Smaller customer: by phone, desk-based

Sales specialists need more technical detail

Increasingly time-poor

Need to know how to sell solutions

Focus on customer needs

Income at risk, based on sales and revenue

Sales input and awareness The audience as part of currency management All entries have feedback form Messages go to contributor Available for archived entries Identity automatically captured through single sign-on All entries have “five-star” rating Messages logged on Admin interface…

The audience as part of currency management

All entries have feedback form

Messages go to contributor

Available for archived entries

Identity automatically captured through single sign-on

All entries have “five-star” rating

Messages logged on Admin interface…

Administration Monitor entry status on Admin interface Provide reporting Monitor email failures and responses Identify and follow up staff movements Intervene as required Identify issues Phone calls to recalcitrants Provide training and help

Monitor entry status on Admin interface

Provide reporting

Monitor email failures and responses

Identify and follow up staff movements

Intervene as required

Identify issues

Phone calls to recalcitrants

Provide training and help

Dealing with knowledge hoarding Tearing down the Ivory Tower

Starting out Start with defined scope A “Knowledge points” system Built into KPIs (Key Performance Indicators) Rewards and Recognition program Include branding, non-monetary rewards Public recognition Must reward only correct behaviour Become part of standard business Need to drive accountability

Start with defined scope

A “Knowledge points” system

Built into KPIs (Key Performance Indicators)

Rewards and Recognition program

Include branding, non-monetary rewards

Public recognition

Must reward only correct behaviour

Become part of standard business

Need to drive accountability

Extending the scope “Middle-out” approach Started small, but management support critical Original culture became accepted Even with organisational changes Continually emphasise audience needs Sales staff need up-to-date information “Is that on the iStore?” Build into standard Product Launch process

“Middle-out” approach

Started small, but management support critical

Original culture became accepted

Even with organisational changes

Continually emphasise audience needs

Sales staff need up-to-date information

“Is that on the iStore?”

Build into standard Product Launch process

Keep it simple – and standardised Make it as easy as possible to share knowledge Simple web form Contributor selects meta-data All key meta-data mandatory With some optional extras Ensure clarity in classifications Single product name, but optional additional names Single document type, following template Entry title automatically assembled

Make it as easy as possible to share knowledge

Simple web form

Contributor selects meta-data

All key meta-data mandatory

With some optional extras

Ensure clarity in classifications

Single product name, but optional additional names

Single document type, following template

Entry title automatically assembled

Building a contributor community Need to Know – quarterly email newsletter Brief, focus on key issues and system updates Report “Top 10” contributors Also update via other media Contributor statistics access Help, guides and training provided Use of dedicated emailbox – “! iStore” Risk of complacency Phone calls, alternative approaches

Need to Know – quarterly email newsletter

Brief, focus on key issues and system updates

Report “Top 10” contributors

Also update via other media

Contributor statistics access

Help, guides and training provided

Use of dedicated emailbox – “! iStore”

Risk of complacency

Phone calls, alternative approaches

Using multiple media Social Media principles

An open policy "Knowledge can only ever be volunteered ; it cannot be conscripted " David Snowden

"Knowledge can only ever be volunteered ; it cannot be conscripted "

David Snowden

Be afraid! A completely open system Anyone can create, update or change Open access to all No log-in required But identity captured and audit trail kept Risk of incorrect information? Never eventuated Trust a critical element The heart of Web/Enterprise 2.0 Trust has been consistently honoured

A completely open system

Anyone can create, update or change

Open access to all

No log-in required

But identity captured and audit trail kept

Risk of incorrect information?

Never eventuated

Trust a critical element

The heart of Web/Enterprise 2.0

Trust has been consistently honoured

Sales KnowHow Bulletin Weekly web-based newsletter Latest news on products and campaigns Notice emailed to target audience Only read items of interest Front page has 50-word summary Click through layers to detail Suits time-poor audience

Weekly web-based newsletter

Latest news on products and campaigns

Notice emailed to target audience

Only read items of interest

Front page has 50-word summary

Click through layers to detail

Suits time-poor audience

Knowledge Bites Weekly audio and web conference Two 10-minute “bites”, with Q&A Introduced and managed by KM team Presentations delivered by SMEs Slide pack loaded to iStore Audio edited and loaded to iStore Enhanced subscription service Provides ‘podcasting’ Suits time-poor audience

Weekly audio and web conference

Two 10-minute “bites”, with Q&A

Introduced and managed by KM team

Presentations delivered by SMEs

Slide pack loaded to iStore

Audio edited and loaded to iStore

Enhanced subscription service

Provides ‘podcasting’

Suits time-poor audience

Other tools iKnowItAll Quiz Online interactive quiz Fun learning, suits desk-based staff Scripted audio and video (ProductStream) Online Suits desk-based staff Audio CDs (iRadio) For on-the-road staff Replaced by Knowledge Bites audio

iKnowItAll Quiz

Online interactive quiz

Fun learning, suits desk-based staff

Scripted audio and video (ProductStream)

Online

Suits desk-based staff

Audio CDs (iRadio)

For on-the-road staff

Replaced by Knowledge Bites audio

Choosing the media Ignore traditional distinctions Content , communications and training End result is an informed audience Build media to meet audience needs Use available technology Get new technology as required Go outside the firewall if necessary! Use “safe-fail” experiments

Ignore traditional distinctions

Content , communications and training

End result is an informed audience

Build media to meet audience needs

Use available technology

Get new technology as required

Go outside the firewall if necessary!

Use “safe-fail” experiments

System review & refresh Change determined by audience Regular review program Review of entire toolkit Surveys, Focus Groups, Projects, Reviews Qualitative and quantitative measures Team strategy workshops Feed back results Communicate changes

Change determined by audience

Regular review program

Review of entire toolkit

Surveys, Focus Groups, Projects, Reviews

Qualitative and quantitative measures

Team strategy workshops

Feed back results

Communicate changes

Summary Build a broad-based toolkit Make it "the way we do things around here“ Know the business and meet the needs Know your audience and contributors And how they operate Manage currency and accuracy Address accountability, behaviour and engagement Exercise trust, and make it as easy as possible Human issues come before technology!

Build a broad-based toolkit

Make it "the way we do things around here“

Know the business and meet the needs

Know your audience and contributors

And how they operate

Manage currency and accuracy

Address accountability, behaviour and engagement

Exercise trust, and make it as easy as possible

Human issues come before technology!

Thank You! [email_address] +61 418 51 7676 Blog: http://acknowledgeconsulting.com/