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Intranet Strategy:<br />Shaping the future of your intranet<br />Sam Marshall<br />sam@clearboxconsulting.co.uk<br />+44 1244 458746<br />@sammarshall on twitter<br />www.clearboxconsulting.co.uk<br />

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Sam Marshall<br />Director of ClearBox Consulting<br />Former global intranet manager at Unilever<br />Intranet Benchmarking Forum Associate (ibforum.com)<br />Intranet and SharePoint training with Melcrum.com<br />ClearBox Consulting<br /><ul><li>Intranet strategy

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Intranets for effective communication

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Enterprise 2.0

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Effective team collaboration

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Online communities</li></ul>www.clearboxconsulting.co.uk<br />

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Agenda<br />Part 1<br />What does an effective intranet strategy look like? <br />Strategy as a document<br />Mapping benefits<br />Part 2<br />Strategy as a process<br />Measurements<br />Stakeholders<br />Practical issues<br />

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Current, documented strategy<br />No strategy<br />

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Do you have an intranet strategy?<br />“No one asked for one”<br />“Intranet too dynamic, grows organically”<br />“Too many stakeholders”<br />“No clear central ownership/governance”<br />“Too time consuming, little benefit”<br />

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Why have an intranet strategy?<br />Given two possible routes, a good intranet strategy will help you decide which way to go<br />Ensure alignment<br />Communicate what will happen<br />

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What does an Intranet Strategy look like?<br />

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Two perspectives on strategy<br />Strategy as a document<br />Strategy as a process<br />

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Strategy & Value<br />Intranet Framework<br />Communication & Engagement<br />Collaboration & Knowledge<br />Usability<br />Application Integration<br />Technology<br />Process & Management<br />

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Strategy vs. governance<br />Strategy:<br />Governance:<br />What the destination looks like<br />Why do it<br />When it will happen<br />How it will be executed<br />Boundaries<br />Processes<br />People<br />

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Strategy as a document<br />

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Strategy as a document<br />

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Strategy Pattern : Employee Engagement<br />Purpose: Our primary communication channel<br />Ensure everyone gets single version of the truth<br />Connect leaders with our people<br />Goals:<br />Support sense of ‘one’ organisation<br />Ensure all employees have access<br />First port of call for information<br />Measures: <br />Unique visitorsrticle; %workforce access monthly; <br />employee survey; #locations represented by sites<br />Implementation:<br />Year 1: All business units; Year 2: Local sites per country<br />Encourage internal networking and 2-way communication<br />Personalization to target news by profile<br />

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Strategy Pattern : Collaboration<br />Purpose: The hub of our digital workplace<br />Place to go to work with colleagues, irrespective of time & place<br />Enable flexible working<br />Goals:<br />Support goal to reduce office space by 20%<br />Improve knowledge sharing across divisions<br />Measures: <br />#active team sites, wikis and blogs<br />#seats in offices reduced<br />Implementation: what will change in next 1-3 years?<br />Training on how to collaborate effectively<br />Integration of team sites with real time collaboration tools<br />Presence and microblogging<br />

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Purpose and goals<br />

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Purpose: The business-driven view<br />Communications<br />Improve employee engagement<br />Promote “one company” culture<br />Operations and finance:<br />Save costs by reducing office space and travel<br />Reduce cost of HR services<br />Marketing and sales<br />Keep staff up to date with new products, services and customers<br />Re-use good practice<br />

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Exercise<br />What are your organisation’s goals for:<br />Communications<br />Collaboration<br />Efficiency<br />Don’t reference your intranet at this stage!<br />

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The Digital Workplace Maturity Model<br />Community & Collaboration<br />Services<br />Base<br />Low<br />Mid<br />High<br />Excel<br />Structure<br />Communication & Information<br />see: www.ibforum.com<br />

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Community & Collaboration<br />Services<br />Base<br />Low<br />Mid<br />High<br />Excel<br />Structure<br />Communication & Information<br />

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Exercise<br />Community & Collaboration<br />Services<br />What profile does your organisation have now?<br />Given your organisation’s goals, what profile does it need<br />Map out both profiles on the worksheet<br />When done, talk it through with the person next to you<br />Base<br />Low<br />Mid<br />High<br />Excel<br />Structure<br />Communication & Information<br />

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Purpose: The employee-driven view<br />Often intranet biggest impact is on day-to-day work<br />Inefficiencies<br />Frustrations<br />Opportunities<br />Goals<br />Employee Satisfaction<br />Drive intranet adoption<br />

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Understanding the employee-driven view<br />Focus groups<br />Surveys<br />Observation<br />Employee representatives<br />

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Mapping benefits and goals<br />

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The Benefits Tree<br />How is that better?<br />Which goal does it help?<br />How does it help a strategic goal?<br />What does this let someone do?<br />Tangible Feature on the intranet<br />“One” Organisation<br />All employees see same msg.<br />Single identity<br />Company-wide Comms <br />Single CMS<br />Strategic Goals<br />Outcome<br />Delivers<br />Feature<br />Benefit<br />

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The Benefits Tree<br />Single identity<br />All employees see same msg.<br />Corp-Wide Comms<br />Single CMS<br />Employee engagement<br />“One” Organisation<br />Less churn<br />2-way comms channel<br />Social media<br />Project Spaces<br />Single place to collaborate<br />Flexible project resourcing<br />Best people on a task<br />Customer satisfaction<br />Time savings<br />Response times faster<br />Fewer outages<br />Better stock control<br />Quicker access to data<br />ERP Dashboard<br />Strategic Goals<br />Benefit<br />Outcome<br />Delivers<br />Feature<br />

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The Benefits Tree<br />Delivers<br />Benefit<br />Outcome<br />Strategic Goals<br />Feature<br />

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Worksheet<br />Have a go at a benefits mapping tree<br />Put 1-2 strategic goals for your organization <br />List on the right<br />Put 3-4 tangible features of your intranet<br />List on the left<br />Fill in the intermediate “delivers” boxes <br />What do the features directly enable?<br />What elements of your Communications strategy does it support?<br />Add in the benefits an outcome<br />Why is it good to have these delivered?<br />Try to articulate the outcome<br />How does this help realise the strategic goal?<br />

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Roleplay<br />Pair up with someone new<br />One person should explain the value of their intranet using the benefits map<br />The other person should take the role of a potential sponsor – question and challenge!<br />Spend 5 minutes then swap roles<br />

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ClearBox Consulting<br />Talk to us about strategy, governance <br />and implementation:<br /><ul><li>Intranets

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SharePoint

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Collaboration

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Enterprise 2.0</li></ul>Sam Marshall<br />Director <br />sam@clearboxconsulting.co.uk<br />+44 (0)1244 458746<br />@sammarshall on twitter<br />www.clearboxconsulting.co.uk<br />

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Back<br />

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Agenda<br />Part 1<br />What does an effective intranet strategy look like? <br />Strategy as a document<br />Mapping benefits<br />Part 2<br />Implementation & Priorities<br />Strategy as a process<br />Measurement<br />Stakeholders<br />Practical issues<br />

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Implementation & Priorities<br />

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Strategy & Value<br />Intranet Framework<br />Communication & Engagement<br />Collaboration & Knowledge<br />Usability<br />Application Integration<br />Technology<br />Process & Management<br />

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Framework Scoring<br />

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Value – Ease Matrix<br />Mostly Org. Change<br />Mostly Process Change<br />Mostly Tech Change<br />Not recommended<br />Value<br />Employee Self-Service<br />Online custom processes<br />Search<br />2-Way Comms<br />Team Wikis<br />People Directory & Org<br />Dept. Working Spaces<br />Replace Intranet Platform<br />& re-structure<br />HR Services Suite.<br />Project Working Spaces<br />Instant Messaging<br />Forums<br />External Access<br />Best Practice Lessons Learned system<br />News presentation & External Content<br />Expert Locator<br />Intranet Awareness<br />Enterprise Document Mgmnt.<br />e-procurement<br />E-mail access<br />Meeting booking<br />Online travel & expenses<br />Ease<br />

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www.clearboxconsulting.co.uk<br />Road Map Example<br />Form Strategic Steering Grp<br />Strategy & Value<br />Agree “Golden Rules”<br />Agree Vision<br />Soft Relaunch<br />Form Working Group<br />Design Branding<br />Design Common Templates<br />Migrate existing sites<br />Usability<br />Design Navigation v 2.1<br />Doc Library spring clean<br />Content maint. procs.<br />Process & Mgmnt<br />New procedures for site creation<br />Collabora-tion<br />Introduce Team Collaboration sites<br />Develop virtual team training material<br />Comms & Engage<br />Pilot Discussion Boards<br />Launch Discussion Boards<br />Chairman’s Blog<br />Competitor News Service<br />Industry News Service<br />Upgrade CMS to V1.2<br />Technology<br />Upgrade Storage Capacity<br />Implement Disaster Recovery<br />Application Integration<br />Integrate eLearning System<br />Q4<br />Q3<br />Q1<br />Q2<br />

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Strategy as a process<br />

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Strategy as a process<br />Measurement<br />Track progress<br />Sponsors and steering groups<br />Determine and execute strategy<br />Keeping strategy on track<br />Governance and communication<br />

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Measurement<br />

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Input vs Outcome Measures<br />Goal: Reduce fear of crime<br />Input<br />Outcome<br />Number of police officers<br />Number of arrests<br />Public consultations<br />Crimes reported<br />Opinion polls<br />People on streets late at night<br />

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Example Input Measures<br />Penetration <br />%employees with intranet access (Goal: 90%)<br />Saturation<br />%employees logging in every day (Goal: 50%)<br />Collaboration<br />Number of active team sites (Goal: 0.1 per employee)<br />2-way communication<br />Number of comments on news stories (Goal: Avg 2)<br />

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Example Outcome Measures<br />Efficiency<br />Reduced costs per self-service transaction (Goal: 50% reduction)<br />Redesign intranet to make 5 most common tasks quicker (Goal: 10% improvement)<br />Employee satisfaction with intranet<br />Survey (Goal: Increase from 40% to 75%)<br />

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Case Study: SodexNet<br />Year on year measures <br />Usage<br />those never using dropped from 19% to 1%<br />Rated “valuable resource” by staff<br />from 74 to 84%<br />Registered users who visit monthly<br />from 55 to 90%<br />Return on investment<br />where possible<br /><ul><li>Most visited pages

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career center, HR, health care, phone book, and search

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Most searched terms

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forms, recipe collection, performance appraisal</li></ul>Source: intranetblog.blogware.com/blog/_archives/2006/1/11/1658534.html<br />

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Exercise<br />Using the benefits tree you did earlier<br />What would 2 input measures be?<br />Think about things you can directly influence on the left side<br />What would 2 outcome measures be?<br />What would be a measure in the ‘Benefits’ or ‘Outcome’ columns?<br />With the person next to you:<br />Explain the measures<br />Discuss: how might you go about collecting the data?<br />

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The Benefits Tree<br />Single identity<br />All employees see same msg.<br />Corp-Wide Comms<br />Single CMS<br />Employee engagement<br />“One” Organisation<br />Less churn<br />2-way comms channel<br />Social media<br />Project Spaces<br />Single place to collaborate<br />Flexible project resourcing<br />Best people on a task<br />Customer satisfaction<br />Time savings<br />Response times faster<br />Fewer outages<br />Better stock control<br />Quicker access to data<br />ERP Dashboard<br />Strategic Goals<br />Benefit<br />Outcome<br />Delivers<br />Feature<br />

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Steering and sponsors<br />

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Who is your main sponsor?<br />Nobody<br />Comms<br />KM<br />IT<br />It’s complicated<br />Finance<br />

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Who should be your sponsor?<br />Discussion: Who is your sponsor right now?<br />What brought them there?<br />What keeps them there?<br />What makes a good sponsor?<br />

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Who should be your sponsor?<br />

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Intranet people structures<br />Centralised<br />Hybrid<br />Federated<br />

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Centralised<br />Steering group Customer Forum<br />IT Director<br />Communications Director<br />IT Tech Team<br />Intranet Manager<br />Division Site Manager<br />Division Site Manager<br />Division Site Manager<br />Division Site Manager<br />

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Federated<br />Local IT<br />Local IT<br />Local IT<br />Sub-site owner<br />Sub-site owner<br />

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Hybrid<br />Sponsor<br />Comms. Director<br />Steering group<br />IT Director<br />Intranet Manager<br />Division Site Team<br />Division Site Team<br />Division Site Team<br />Division Site Team<br />IT Tech Team<br />

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Group Work<br />What should the remit of a steering group be?<br />Who should be in it?<br /><ul><li>What factors influence the structure you use (central hybrid federated)?

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What are the challenges in keeping a steering group effective?

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How should you address them?</li></li></ul><li>The Steering Group’s Role<br />Decide on intranet strategy<br />Ensure intranet aligned to business strategy<br />Be accountable for intranet’s success<br />Help to secure resources jointly contribute budget<br />Help define governance<br />Be final escalation point for governance decisions<br />

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Steering Group Composition<br />Chair: typically Communications or IT<br />Size: 2-10<br />Representation:<br />Business Units (often Comms for the BU)<br />IT<br />Finance<br />HR<br />Marketing<br />KM<br />

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Steering and team structures<br />Centralised<br />Top-down strategy<br />Single team<br />Single governance<br />Cost-efficient<br />Inflexible?<br />Hard to implement?<br />Hybrid<br /><ul><li>Mixed strategy

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Core and local teams

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High-level governance and local standards

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Bureaucratic?

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Time-consuming?</li></ul>Federated<br /><ul><li>Bottom-up

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Independent teams

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Local governance

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Very flexible

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Disjointed user experience?

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High cost?</li></li></ul><li>What makes a good steering group?<br />Right representation<br />Even if Communications chair, ownership can be shared<br />Success factors<br />Passion<br />Mixed representation<br />Authority<br />Compromise<br />Common goals<br />Formal recognition<br />Consider Steering Group + Working group if too large<br />

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Summary and discussion<br />Photo: http://www.flickr.com/photos/andrijbulba/557991068/<br />

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Practical issues in implementing strategy<br />Communicate the strategy<br />Leadership<br />Site owners and publishers<br />Employees<br />Governance helps you implement<br />Communicate what the governance is<br />Build into processes<br />Monitor e.g. Scorecards<br />Refresh strategy regularly<br />Short & long-range planning<br />

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Steps for developing strategy<br />Form a representative steering group<br />Review current status and organisation’s goals<br />Develop strategy<br />Communicate strategy upwards and downwards<br />Measure progress<br />Formalise the process to update strategy<br />

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Final thoughts?<br />

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ClearBox Consulting<br />Talk to us about strategy, governance <br />and implementation:<br /><ul><li>Intranets

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SharePoint

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Collaboration

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Enterprise 2.0</li></ul>Sam Marshall<br />Director <br />sam@clearboxconsulting.co.uk<br />+44 (0)1244 458746<br />@sammarshall on twitter<br />www.clearboxconsulting.co.uk<br />