1. Taking the ‘in’ out of
the intranet
#just_clarity
February 21, 2013
Cathy McKnight @cathymcknight
Tim Walters @tim_walters

2. Flow
§ The demand for customer-centricity
§ What knowledge workers need
§ Does the social intranet deliver?
(Or: Down with people!)
§ Creating an effective digital workplace
2

3. Digital ubiquity transforms customer
relations
3

4. Failure to please can be fatal
76%
WILL NOT SHOP ON THAT SITE
26%
WILL NOT SHOP WITH THAT FIRM
Source:
Brian
Walker,
“Welcome
to
the
Era
of
Agile
Commerce,
Forrester,
March
2011
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5. From inside out to outside in
§ What do we want
to say?
§ How do we get
people to come to
our sites?
§ What do we want
them to do there?
§ How do we keep
them from leaving?
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6. From inside out to outside in
§ Who are our
customers?
§ What do they need
to do?
§ How can we help
them do it?
§ . . . and in a way
that is more
desirable than than
their alternatives?
6

7. Emerging customer-centric practices
§ User research
§ Persona creation
§ Customer journey maps
§ Context- and task-orientation
7

8. WHAT KNOWLEDGE WORKERS
NEED
8

9. Part
2
–
CM
slides
“We
are
fi(y-­‐plus
years
into
the
Informa7on
Age
and
s7ll
using
Industrial
Age
models
of
work
and
organiza7on.”
-­‐-­‐
Thornton
May
9

11. Agility & Speed

12. Collaboration

13. Know where you want to go

14. “SOCIAL” INTRANETS
14

15. 15

16. Social is natural
hMp://www.flickr.com/photos/cindy47452/3682879212/sizes/l/

17. Social networks accentuate the way people
actually work and want to work together;
Formal structures don't
Formal structure Informal structure

18. 18

19. Enterprise Social Adoption
(aka the Lemming Curve)
19

20. Social tools ≠ Enough
80%
OF SOCIAL BUSINESS EFFORTS
WILL Not HIT THE MARK FOR
INTENDED BENEFITS
20
Source:
Gartner,
January
2013

21. .
.
.
doing
beMer,
faster,
more
efficient,
more
accurate,
more
innovaYve,
more
customer-­‐centric
WORK
21

22. RETHINKING THE “IN” IN
INTRANET

23. 23

24. 24

25. The Outside-IN Intranet

26. The INterrogated Intranet
26

27. The Lean-startup Intranet
(See
also,
Tim
Walters,
“We’re
All
Lean
Startups
Now”
hMp://bit.ly/KFt4GR)
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28. The INclusive Intranet
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29. The INtegrated Intranet
29

30. So wake up and pay attention to …
§ Employee-centricity = Customer-centricity
§ The need for flexibility, agility, and speed
§ Social is good … when it can be put to work
§ Re-thinking the in
– Outside-in
– INterrogating (user-centric)
– INcessant iteration
– INclusivity
– INtegration
30

31. Questions?
#Just_Clarity
Cathy McKnight Tim Walters, PhD
@cathymcknight @tim_walters
cmknight@digitalclaritygroup.com twalters@digitalclaritygroup.com
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