CIDM_BP_Kaas_Final
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The document describes the transformation of the EMC Isilon technical publications team into a cross-functional Knowledge as a Service agency. It outlines how the team identified shared pain points across departments, unified content development efforts, and obtained funding to expand their offerings. This included creating a centralized knowledge sharing platform, producing multimedia, social media, and white papers. The result was transforming isolated content silos into a collaborative agency that solved business problems through knowledge management.
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CIDM_BP_Kaas_Final
- 1. EMC CONFIDENTIAL—INTERNAL USE ONLY 1 Knowledge as a Service Transforming Tech Pubs into a cross- functional Information Development agency Laurel Nicholes Sr. Manager, Information Development - EMC CIDM Best Practices 9/23/2014
- 2. EMC CONFIDENTIAL—INTERNAL USE ONLY 2 4 Scale-out Network Addressable Storage (NAS) proprietary hardware suites OneFS Multi-Protocol Operating System – SMB, NFS, HDFS, HTTP, FTP, REST API Monitoring software modules Acquired by EMC Q4 of 2010 Start-up to enterprise *really* fast Knowledge as a Service | Transforming Tech Pubs What is Isilon?
- 3. EMC CONFIDENTIAL—INTERNAL USE ONLY 3 Knowledge as a Service Web Defined: “It sounds kitschy, corny, tacky, hyped-up… It also is a platform providing the best answer, in the best context, at the best time as needed [by the audience member]”.1 I see it differently: Holistically identify needs of knowledge providers, as well as knowledge consumers, and create solutions that actively engage and benefit both constituents. In other words, use content to solve business problems.
- 4. EMC CONFIDENTIAL—INTERNAL USE ONLY 4 Huh?
- 5. EMC CONFIDENTIAL—INTERNAL USE ONLY 5 In the beginning - pain points fly Knowledge as a Service | Transforming Tech Pubs You are too slow Can’t find anythingDocs are too big Docs are too small You work in a black box!Share your process! You cost too much Why do you need so many writers?
- 6. EMC CONFIDENTIAL—INTERNAL USE ONLY 6 4 content silos 7 content developer hiring plans across 4 cost centers Very little communication The problem was real Engineering Global Svcs Tech Mktng EdServices Internal Docs Tech Pubs Support Writers Professional Services Training Solutions Architects Product Management Knowledge as a Service | Transforming Tech Pubs This was us!
- 7. EMC CONFIDENTIAL—INTERNAL USE ONLY 7 So, there are issues! Knowledge as a Service | Transforming Tech Pubs Triage by requirements and impact – Sphere of influence – Time to show success – Cost What can we do that … – Is a quick win and … – Affects organizational pain points … – While improving customer knowledge experience?
- 8. EMC CONFIDENTIAL—INTERNAL USE ONLY 8 In the beginning – November, 2012 Knowledge as a Service | Transforming Tech Pubs 9 NPI Content Developers 1 Technical/Content Editor 1 NPI Information Architect
- 9. EMC CONFIDENTIAL—INTERNAL USE ONLY 9 2012 Funding Knowledge as a Service | Transforming Tech Pubs Engineering 2012 Output • PDF and Online Help • 5 titles per major release • @1000 topics in our CMS ID < 1% of EMC Isilon total budget.
- 10. EMC CONFIDENTIAL—INTERNAL USE ONLY 10 Structured, collaborative authoring solution Some really strong writers Some struggling writers Content developers in other groups Very little financial support Unhappy leadership REALLY unhappy customers What did we have? Knowledge as a Service | Transforming Tech Pubs
- 11. EMC CONFIDENTIAL—INTERNAL USE ONLY 11 Knowledge as a Service | Transforming Tech Pubs Explore different business partners Engineering Sales and Marketing Training Support Professional Services Product Management Plus my best friend – Finance!
- 12. EMC CONFIDENTIAL—INTERNAL USE ONLY 12 Engineering – SMEs have to answer the same questions multiple times. Training – We need technical information earlier. Professional Services – We don’t have enough product knowledge. Support – We can’t create content fast enough. Our customers are writing their own! Product Management – We hate to write white papers. Everyone – We can’t find anything! Discover shared pain points – January, 2013 Knowledge as a Service | Transforming Tech Pubs
- 13. EMC CONFIDENTIAL—INTERNAL USE ONLY 13 Problems: – Content silos – SMEs transfer the same knowledge multiple times Fixes: – Content developers unite! – Create a single knowledge transfer vehicle. – Get a Content Board of Directors, or Interlock. Create fix that shows quick, but foundational win Knowledge as a Service | Transforming Tech Pubs
- 14. EMC CONFIDENTIAL—INTERNAL USE ONLY 14 Relationships based on shared concerns, consensus, and trust Addressed empire-builder fears directly Shift was not 100% organizational Crowdsource content within our own organization Content Developers Unite! – April, 2013 Knowledge as a Service | Transforming Tech Pubs
- 15. EMC CONFIDENTIAL—INTERNAL USE ONLY 15 Joint funding from Engineering and Support Strategic partnerships that provide in-kind resource donations Unification results Knowledge as a Service | Transforming Tech Pubs InfoDev - Powered By Collaboration Services Strategy & Quality Product New Product Introduction Solutions In-Market Content Product Mgmt Partners Training Partners Pro Svcs Partners
- 16. EMC CONFIDENTIAL—INTERNAL USE ONLY 16 – A conversation between SMEs and ▪ All content creators ▪ Test ▪ Support ▪ Technical Marketing ▪ Professional Services – Sessions become knowledge artifacts on a centralized wiki Brain Dump – Single Knowledge Transfer Vehicle • New hires come up to speed quickly • Employees transition roles quickly Knowledge as a Service | Transforming Tech Pubs
- 17. EMC CONFIDENTIAL—INTERNAL USE ONLY 17 The Brain Dump Reuse Cycle – v1 Brain Dump Session Artifact Product Docs Test Plans Training KB Articles Knowledge as a Service | Transforming Tech Pubs
- 18. EMC CONFIDENTIAL—INTERNAL USE ONLY 18 Knowledge as a Service | Transforming Tech Pubs The Content Interlock: – Addresses silos together – Identifies duplicative efforts and content gaps – Creates a Prioritized Queue Unification through Collaboration, not Organization
- 19. EMC CONFIDENTIAL—INTERNAL USE ONLY 19 Required in our product development lifecycle Cross-functional Leadership pleased Engineers ask to give brain dumps Less begging for information! We have our quick win! Knowledge as a Service | Transforming Tech Pubs
- 20. EMC CONFIDENTIAL—INTERNAL USE ONLY 20 Time to analyze our gaps and resources Knowledge as a Service | Transforming Tech Pubs Gaps: • Video • Blogs • Tweets • Community • Technical articles and white papers • Discoverable and searchable content Resources: • Multimedia talent • Evidence-based white paper authors • Public Content Platform Requirements • Equipment • Social media domain expertise
- 21. EMC CONFIDENTIAL—INTERNAL USE ONLY 21 The Multimedia Negotiations begin – May, 2013 Knowledge as a Service | Transforming Tech Pubs Everyone wants it. No one wants to pay for it. Solution: Crowdsource the Money – Engineering buys basic equipment. – Training and Support dedicate production talent. – Professional Services provides on- screen talent. – Writers turn product docs into scripts.
- 22. EMC CONFIDENTIAL—INTERNAL USE ONLY 22 Multimedia - The Result – June, 2013 Knowledge as a Service – Transforming Tech Pubs Note – During the presentation, I played a video clip here. It is a huge file! You can see the clip I played and more on our YouTube playlist.
- 23. EMC CONFIDENTIAL—INTERNAL USE ONLY 23 Multimedia by the numbers Knowledge as a Service – Transforming Tech Pubs 54 videos to date Video consumption outpaces docs 2 to 1 Multimedia team supports 5 departments, including execs. Videos get reused in training courses – Virtual hardware training
- 24. EMC CONFIDENTIAL—INTERNAL USE ONLY 24 The proposal: – Illustrate use cases through test results. – Reuse content in product concept topics. – Expand perspective from procedural or break-fix documentation. – Partnership! ▪ They provide the facts. ▪ We develop the context, message, and channel. Evidence-based White Papers – August, 2013 Knowledge as a Service – Transforming Tech Pubs
- 25. EMC CONFIDENTIAL—INTERNAL USE ONLY 25 Evidence-based White Paper Results Knowledge as a Service – Transforming Tech Pubs • Coverage for multiple vertical and hybrid solutions • Metadata/SEO brings greater visibility • White papers make us nimble > reuse
- 26. EMC CONFIDENTIAL—INTERNAL USE ONLY 26 Expensive content sitting on websites – Content behind firewall – Need to drive customers to content Solution? – Support funds headcount Why? – Support slammed by calls asking for documentation Technical Social Media – September, 2013 Knowledge as a Service – Transforming Tech Pubs Marketing leveraged our social media expertise!
- 27. EMC CONFIDENTIAL—INTERNAL USE ONLY 27 Social Media – the Result Knowledge as a Service – Transforming Tech Pubs • Weekly ISI Knowledge blog • Blog contains hard links • Blog gets tweeted and posted • Search engines pick up links for improved SEO • Interesting lesson o Social media takes time
- 28. EMC CONFIDENTIAL—INTERNAL USE ONLY 28 Customers looking for a complete conversation Home for content outside the firewall Topic-based, one-stop knowledge shop – Content AND interaction Community – May, 2014 Knowledge as a Service – Transforming Tech Pubs
- 29. EMC CONFIDENTIAL—INTERNAL USE ONLY 29 The Brain Dump Reuse Cycle – v2 Knowledge as a Service – Transforming Tech Pubs Brain dump artifacts now feed 8 content types Test creates test plans and use cases ID-Product creates product docs Training leverages content for courseware Support creates internal and external knowledgebase articles Community Content – Articles – Ask the Expert Sessions – Forum Discussions Video Scripts Social Media Feed – Twitter, LinkedIn, User Groups Evidence-based White Papers Brain Dump Session Artifact Product Docs Test Plans Training KB ArticlesCommunity Content Video Scripts Blogs/ Social White Papers
- 30. EMC CONFIDENTIAL—INTERNAL USE ONLY 30 Knowledge as a Service – Transforming Tech Pubs September, 2014 – InfoDev By the Numbers 7 New Product Content Developers 3 Knowledge Media leads 1 Editor for all content types 1 Information Architect for all content types 10 Solutions Content Developers
- 31. EMC CONFIDENTIAL—INTERNAL USE ONLY 31 2014 Funding Knowledge as a Service – Transforming Tech Pubs Engineering Global Services 54%45% Product Marketing Training Localization Multimedia talent Community Owner Community Manager Video studio build-out In-kind donations Still < 1% of EMC Isilon total budget.
- 32. EMC CONFIDENTIAL—INTERNAL USE ONLY 32 2013-2014 Output – by the numbers Knowledge as a Service – Transforming Tech Pubs • 22 Brain Dump transcripts • 12 content types • 18 software titles • 70 hardware titles • 54 videos • 47 blog posts • 50 Troubleshooting Decision Trees • 1527 KB articles Spanning: • 54 software releases • 2 new hardware platforms
- 33. EMC CONFIDENTIAL—INTERNAL USE ONLY 33 Our KaaS agency solves problems for the business and its customers. Unified efforts and collaboration = single voice advocating for knowledge management. Quick wins help build credibility. Put that credibility to work - obtain funding and in-kind donations to grow capabilities. Expand our offerings based on what our followers told us. And so… Summary Knowledge as a Service – Transforming Tech Pubs
- 34. EMC CONFIDENTIAL—INTERNAL USE ONLY 34 This… Engineering Global Svcs Tech Mktg EdServices Internal Doc Tech Pubs Support Writers Pro Services Training Solutions Architects Product Mgmt Knowledge as a Service – Transforming Tech Pubs Became Transformation! Engineering Sales and Marketing TrainingSupport Professional Services Product Management Info Dev
- 35. EMC CONFIDENTIAL—INTERNAL USE ONLY 35 Make lots of friends – Friends with money help – Friends who know about money help more Make content solve business problems Mine your talent Make the hard changes Hunt reuse Market your team and your content Knowledge as a Service – Transforming Tech Pubs Start your own transformation
- 36. EMC CONFIDENTIAL—INTERNAL USE ONLY 36 Tell me how it goes! laurel.nicholes@emc.com
- 37. EMC CONFIDENTIAL—INTERNAL USE ONLY 37 Q & A
Editor's Notes
- Think beyond the platform Think of all the different knowledge artifacts we build
- Clarify who is raining down on me – customers, upper management, the writers themselves sometimes.
- Tell the story – 3 bosses in 1 year Anger management? No way – entrepreneurial opportunity
- Tell the IL story Tell the Barclays story
- Why Finance? Understand my budget – but also everyone else’s Which org is getting the most investment (engineering of course) Which is hardest hit? Surprisingly – Marketing Where does Product Mgmt sit? Under Marketing
- Tell the story – went from group to group, let them beat me up, and made a lot of friends in the process. The beginning of a collaboration initiative.
- Knowledge Artifacts – Voice recordings sent to transcriptionists, then lightly edited for clarity. Posted on a centrally accessible wiki – make this point
- [JR] Interesting that you first asked only SMEs, then engineers asked to be involved. Maybe emphasize this: “If you offer the venue, they (and different ones) will come.”
- Tell the Facebook poll story
- Once the exec staff saw what we could do, they started leveraging the Multimedia team’s talents for their video blogs. We have some fun with our internal videos – this one gently joshes our Division President about his resemblance to the Breaking Bad character. The following credits are done using Breaking Bad styling.
- [JR] Or maybe “agile” instead of “nimble” – the former is an industry buzzword these days.
- Social media drives people to our Knowledge media, which is a thing. Has anyone heard this term before? (interaction opportunity) Note – people are now sharing content for us Note – our blog has a picture and a distinct voice, someone a reader can make a connection to
- Communicate with investors QBRs Market your accomplishments as part of the larger product value prop
- [JR] Note my edit/comment in text.
- Hunt Efficiency – aka – build the non-linear model – 1 dollar spent yields 1+n value prop [JR] Add your contact info somewhere and invite people to tell you if/when they start their own transformations. You’d like to be a resource – and to hear their stories, too.