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Case Study: An Enterprise
Weblog System for Competitive
Intelligence
Thierry Barsalou, MD, PhD
Chief Information Officer
Ipsen
Outline
• Competitive Intelligence at Ipsen
• Case study: The outcome
• Case study: The journey
• Lessons learned and the way forward for Enterprise Blogs at Ipsen

2
Competitive Intelligence

Working Definition
“A systematic program for gathering, analyzing, and
disseminating relevant, timely intelligence about our
competitor’s activities as well as general business
trends in order to further our own business goals.”

Introduction of
new price controls

Strategic impact of
newly formed corporate
entity

Regulatory
rulings
Changes
in a rivals
pipeline

Surprise new
entrants

3
Executing the Intelligence Cycle
Collection

Direction &
Planning

Analysis

Dissemination
Knowledge-intensive process with geographically
and functionally distributed stakeholders, with
different permissions, requiring strong
communication and collaboration capabilities
4
Our Solution
• Enterprise weblog solution as the corporate backbone to information
exchange in the CI cycle
Traction Software’s TeamPage

• Traction has become a consolidated repository for CI material, analysis
and discussion within Ipsen
• Information comes from different sources
Internal vs. external
Hard vs. soft

• Access is potentially available to all staff

5
The Outcome
• Enterprise weblog fully launched in February 2005
15 months of operation

• Results
Federated collection of 6 blogs now holding a total of over 3700 articles posted and
over 640 comments
Deployed to 250 named accounts (Intranet, Extranet, email…), available to 3,500
employees (Intranet)
Dialogue around information is increasing
Contributed to making CI valuable to business decision making
Market-relevant communication is moving from email to the blogs
Serving as a community and repository for knowledge of our business environment
Serving as a model for knowledge management and collaboration in the company

6
Sample Front Page
Efficient, time-ordered
setup
Like a newspaper
Reverse chronological
order
Intuitive to use

Roll-up of key alerts and
analysis
Permission aware

Multiple navigation
modes
By projects / sections
By time
By keywords
By specific shortcuts
Search
7
Sample Single Article
An “alert”
Links to sources in the
blogs
Add relevance and
purpose

Comments
Add further context
Facilitate discussion
anywhere any time

8
Sample Email Newsletter
A bridge between new
and “old” environments
Gets the word out
Quickly
Conveniently

Permission aware
Serves all customers
At the same time
With one product

Key to adoption
Hides complexity

9
Some Metrics: Page Views by Month

16000
14000
12000
10000
8000
6000
4000
2000
0
Jan-05

10

Jul-05

Mar-06
Some Metrics: Usage by Country

11
Some Metrics: Traffic by Function

43%

20%
10%

12%

13%

Management

Bus Dev

2%
R&D

12

Manufacturing

Marketing

Operations
Our Journey
• CI task force explored
Organization needs analysis
Information sources
Taxonomy requirements

Cultural issues
Existing IT infrastructure
Available technology

• Choice of Traction gave us
Mature platform with 8 years of development and 3 major releases
Fit with CI processes (capture, organize, distribute, comment, analyze, distribute)
Best of Wiki and Weblog functions
Integration into existing IT landscape
Simple solution with low TCO

• A phased approach ensured successful adoption by
Adding visible value at each step
Minimizing training at each step
Gradually improving the culture of learning and sharing
Refining the solution through stepwise feedback and enhancement at each stage
13
Why an Enterprise Weblog Solution
The blog format lends itself particularly well to the type of material and the information
flows that we're dealing with while Traction provides enterprise capabilities

From: Collaboration and Wikis and Blogs, Oh My! How Web Publishing Tools Could Change Collaboration - IDC, 2004, #32471

14
Reflecting on our Experience
The project had the full support of the CEO
Get executive sponsorship

The blog's aims were precise and had been defined after comprehensive analysis
Have a clear objective and address specific needs

A detailed project plan (including consideration of high-level issues such as
information taxonomy and search requirements) led to definition of a clear, semiopen editorial process
Consider process

A slow roll out to a focused user group ensured word-of-mouth evangelization and
gradual build up to hard launch
Adopt progressively

Training has been kept simple and minimal
Keep training on the social side, stay away from technical stuff

Integration with email and corporate directory helped creating a more seamless
user experience
Avoid creating another silo
Forget about Blogs! We have a solution that is simple, accessible and integrated.
It just works for our users…
15
Next Steps
Broaden usage in
collaborative areas
Management of
controlled vocabularies
Structured project
communication
Information sharing for
communities
Knowledge management
…

16
Thank you
Thierry Barsalou, MD, PhD
Chief Information Officer, Ipsen
thierry.barsalou@ipsen.com

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Thierry Barsalou - IPSEN CIO - on Traction TeamPage for Competitive Intelligence - Gilbane Conference

  • 1. Case Study: An Enterprise Weblog System for Competitive Intelligence Thierry Barsalou, MD, PhD Chief Information Officer Ipsen
  • 2. Outline • Competitive Intelligence at Ipsen • Case study: The outcome • Case study: The journey • Lessons learned and the way forward for Enterprise Blogs at Ipsen 2
  • 3. Competitive Intelligence Working Definition “A systematic program for gathering, analyzing, and disseminating relevant, timely intelligence about our competitor’s activities as well as general business trends in order to further our own business goals.” Introduction of new price controls Strategic impact of newly formed corporate entity Regulatory rulings Changes in a rivals pipeline Surprise new entrants 3
  • 4. Executing the Intelligence Cycle Collection Direction & Planning Analysis Dissemination Knowledge-intensive process with geographically and functionally distributed stakeholders, with different permissions, requiring strong communication and collaboration capabilities 4
  • 5. Our Solution • Enterprise weblog solution as the corporate backbone to information exchange in the CI cycle Traction Software’s TeamPage • Traction has become a consolidated repository for CI material, analysis and discussion within Ipsen • Information comes from different sources Internal vs. external Hard vs. soft • Access is potentially available to all staff 5
  • 6. The Outcome • Enterprise weblog fully launched in February 2005 15 months of operation • Results Federated collection of 6 blogs now holding a total of over 3700 articles posted and over 640 comments Deployed to 250 named accounts (Intranet, Extranet, email…), available to 3,500 employees (Intranet) Dialogue around information is increasing Contributed to making CI valuable to business decision making Market-relevant communication is moving from email to the blogs Serving as a community and repository for knowledge of our business environment Serving as a model for knowledge management and collaboration in the company 6
  • 7. Sample Front Page Efficient, time-ordered setup Like a newspaper Reverse chronological order Intuitive to use Roll-up of key alerts and analysis Permission aware Multiple navigation modes By projects / sections By time By keywords By specific shortcuts Search 7
  • 8. Sample Single Article An “alert” Links to sources in the blogs Add relevance and purpose Comments Add further context Facilitate discussion anywhere any time 8
  • 9. Sample Email Newsletter A bridge between new and “old” environments Gets the word out Quickly Conveniently Permission aware Serves all customers At the same time With one product Key to adoption Hides complexity 9
  • 10. Some Metrics: Page Views by Month 16000 14000 12000 10000 8000 6000 4000 2000 0 Jan-05 10 Jul-05 Mar-06
  • 11. Some Metrics: Usage by Country 11
  • 12. Some Metrics: Traffic by Function 43% 20% 10% 12% 13% Management Bus Dev 2% R&D 12 Manufacturing Marketing Operations
  • 13. Our Journey • CI task force explored Organization needs analysis Information sources Taxonomy requirements Cultural issues Existing IT infrastructure Available technology • Choice of Traction gave us Mature platform with 8 years of development and 3 major releases Fit with CI processes (capture, organize, distribute, comment, analyze, distribute) Best of Wiki and Weblog functions Integration into existing IT landscape Simple solution with low TCO • A phased approach ensured successful adoption by Adding visible value at each step Minimizing training at each step Gradually improving the culture of learning and sharing Refining the solution through stepwise feedback and enhancement at each stage 13
  • 14. Why an Enterprise Weblog Solution The blog format lends itself particularly well to the type of material and the information flows that we're dealing with while Traction provides enterprise capabilities From: Collaboration and Wikis and Blogs, Oh My! How Web Publishing Tools Could Change Collaboration - IDC, 2004, #32471 14
  • 15. Reflecting on our Experience The project had the full support of the CEO Get executive sponsorship The blog's aims were precise and had been defined after comprehensive analysis Have a clear objective and address specific needs A detailed project plan (including consideration of high-level issues such as information taxonomy and search requirements) led to definition of a clear, semiopen editorial process Consider process A slow roll out to a focused user group ensured word-of-mouth evangelization and gradual build up to hard launch Adopt progressively Training has been kept simple and minimal Keep training on the social side, stay away from technical stuff Integration with email and corporate directory helped creating a more seamless user experience Avoid creating another silo Forget about Blogs! We have a solution that is simple, accessible and integrated. It just works for our users… 15
  • 16. Next Steps Broaden usage in collaborative areas Management of controlled vocabularies Structured project communication Information sharing for communities Knowledge management … 16
  • 17. Thank you Thierry Barsalou, MD, PhD Chief Information Officer, Ipsen thierry.barsalou@ipsen.com