The document discusses the shift from intranet management to digital workplace leadership. It outlines 9 key points about this transition, including that the intranet remains important but the focus expands to tools, people and physical workspaces (point 1). The role requires broader engagement across stakeholders and advising executives (point 2, 4). It involves building a team with diverse skills beyond just technology (point 6, 7) and taking on more of a leadership than just a management role (point 5). Finally, the time is now for organizations to make this transition to digital workplace leadership (point 9).

1. Becoming a Digital
Workplace Leader:
the big shift from
intranet management
Elizabeth Marsh, DWG & Kate Simmons,
Allen & Overy
Intranet Now
London – September 2014

2. Twitter: @dwg
www.digitalworkplacegroup.com
Who we are
2
Kate Simmons
Senior Digital Manager
Allen & Overy
@katesimmons77
• 14+ years digital channel
management across intranet/
internet.
• Digital manager with particular
interest in digital transformation
within organisations, psychology
of technology.
Elizabeth Marsh
Director of Research
DWG
@digitalsanity @dwg
• 10+ years intranet/ KM
management at T-Mobile,
Reuters.
• 6+ years research lead at DWG.
• Co-author: “The Digital
Renaissance of Work” (2014).
Curious fact… usually has a flute in
her hand if on stage.
Curious fact… last year completed a
psychoanalytic psychotherapy
course, study on-going.

3. Twitter: @dwg
9 things we’re learning about
the shift from intranet to
digital workplace
management…
www.digitalworkplacegroup.com 3

4. Twitter: @dwg
www.digitalworkplacegroup.com 4
#1 Intranet at heart

5. Twitter: @dwg
www.digitalworkplacegroup.com
#1 Intranet at heart
Source: http://www.digitalworkplacegroup.com/2013/12/03/why-is-the-intranet-still-important-in-era- 5
of-the-digital-workplace

6. Twitter: @dwg
www.digitalworkplacegroup.com
#1 Intranet at heart
6
In 2012
In 2014
Source: Allen & Overy 2014

7. Twitter: @dwg
www.digitalworkplacegroup.com 7
#2 New opportunities

8. Twitter: @dwg
www.digitalworkplacegroup.com
#1 New opportunities
8

9. Twitter: @dwg
www.digitalworkplacegroup.com
#2 New opportunities
Source: Allen & Overy 2014 9

10. #3 Digital workplace manager “DNA”
Twitter: @dwg
www.digitalworkplacegroup.com 10

11. Twitter: @dwg
www.digitalworkplacegroup.com
#3 Digital workplace manager “DNA”
11

12. Twitter: @dwg
#4 Intranet manager positioning
www.digitalworkplacegroup.com 12

13. Twitter: @dwg
www.digitalworkplacegroup.com
#4 Intranet manager positioning
13
Intranet Manager Digital Workplace Manager
Focus on intranet and integrated systems Broader focus across tools, people, and in some
cases, physical workplace.
Focus on online employee experience within
the browser (intranet and integrated or
linked applications on desktop and mobile)
Focus on online employee experience within and
beyond the browser (across applications,
devices and locations)
Management of intranet development or re-design
projects with focus on content and
design.
Delivery of large scale, complex technology
programmes with focus on business processes.
Deeper knowledge of technical solutions.
Engaging stakeholders in the intranet vision
and strategy
Engaging a broader set of stakeholders.
Managing perception of loss of autonomy for
some. Advising senior executives on digital
trends and opportunities
Engaging and representing the user.
Championing user-centred design for the
intranet.
A deeper understanding of new ways of working
and application of user experience principles at
level of the whole digital workplace.
Provide management of the intranet service.
Planning, organizing and coordinating
intranet activities.
Provide leadership across owners of diverse
systems as well as the digital workplace team.
Challenging the status quo. Inspiring others.
Providing ‘bridge’ between business and IT
needs and view of the intranet.
Becoming a facilitator between IT and the
business in order to work towards a more
seamless experience of workplace technology.
Source: Becoming a Digital Workplace Leader: the big shift from intranet management, DWG 2014

14. Twitter: @dwg
#5 From management to leadership
www.digitalworkplacegroup.com 14

15. Twitter: @dwg
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#5 From management to leadership
Source: Heart of England Co-operative Concert Orchestra 2013 15

16. #6 Birth of the digital workplace team
Twitter: @dwg
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17. Twitter: @dwg
www.digitalworkplacegroup.com
#6 Birth of the digital workplace team
17
The digital workplace team may include
management of a range of digital tools:
• Intranet and collaboration platform(s)
• Online meeting tools including web conferencing
• Event and travel booking
• Email and instant messaging
• Unified communications tools
• Social networking
• Internal and external communities
• Extranet services
• Corporate website.

18. Twitter: @dwg
www.digitalworkplacegroup.com
#6 Birth of the digital workplace team
18
• Intranet and website
management
• Psychology
• Social
• Collaboration
• Strategy
• Lawyer
• Business
improvement
• Collaboration
• Broadcasting
• Strategy
• eBiz
• Client solutions
• Product dev
• Collaboration
• Strategy
• Leadership
• Tech lead
• Support
• Social
• Video editing
Head of
Digital
Senior
Digital
Manager
Digital
Managers
x2
Digital
Exec plus
Assistants
x4
Source: Allen & Overy 2014

19. Twitter: @dwg
www.digitalworkplacegroup.com 19
#7 Making the transition

20. Twitter: @dwg
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#7 Making the transition
20
Start the
dialogue/
articulate vision
Make the
business case
Gain
stakeholder
buy-in
Establish a
steering group
Focus on
employee
experience
Leverage
transformation
Source: Becoming a Digital Workplace Leader: the big shift from intranet management, DWG 2014

21. Twitter: @dwg
www.digitalworkplacegroup.com 21
#8 A rose by any other name

22. Twitter: @dwg
head of workplace strategy
digital workplace architect
enterprise digital
services manager
internal digital channels
www.digitalworkplacegroup.com
#8 A rose by any other name
22
vice president of
intranet & digital
workplace consultant
digital workplace manager
employee workplace manager
head of
employee digital
experience
director of end
user computing
senior manager
digital channels
digital strategist
senior manager
Internal digital strategy
director of workforce enablement
employee engagement &
collaboration manager
senior manager – web &
workplace strategy portal manager
head of connected technologies
Source: LinkedIn.com

23. Twitter: @dwg
www.digitalworkplacegroup.com 23
#9 The time is now

24. Twitter: @dwg
www.digitalworkplacegroup.com
#9 The time is now
24

25. Twitter: @dwg
www.digitalworkplacegroup.com 25
END
Questions over coffee, lunch…