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ThE SOCIAL INTRANET
WORKBOOK
harnessing the power of Enterprise 2.0
Community • Social Media • User-generated content

The Static Intranet is so over…
Any enterprise is the sum of its people.
That’s why the best companies are invariably the ones that are better at
harnessing the passion, experience and expertise of their people.
                                                                                    Enterprise 2.0 makes
It’s all about capturing and sharing knowledge; fostering dynamic teamwork;         accessible the collective
and making better decisions, faster.
                                                                                    intelligence of many,
Over the last decade, the Intranet has played an increasingly important role        translating to a huge
in this critical arena. For many companies, it’s the primary medium for col-
laboration and knowledge sharing.                                                   competitive advantage in the
But today’s static Intranet model is starting to show its age:
                                                                                    form of increased innovation,
•	 It’s a one-way medium for ‘broadcasting’ information to the workforce            productivity and agility
•	 It’s over-centralized – with too much control from headquarters and
                                                                                       ThE ENTERPRISE 2.0 CONFERENCE
   not enough contribution from the real sources of knowledge
•	 It fails to engage – delivering a user experience that pales in compari-
   son to the rich, interactive Web 2.0 and social media sites
•	 It inhibits access to knowledge – instead of facilitating it

As a result, most Intranets are under-valued, under-utilized and, frankly,
underwhelming.

This workbook is about a new approach to teamwork and knowledge
management that’s based on all the exciting Web 2.0 ideas that are taking
the public Internet by storm. It’s called the Social Intranet and it’s completely   Large groups of people are
changing the way enterprises think about communication, collaboration and
knowledge assets – some call it Enterprise 2.0.                                     smarter than an elite few, no
                                                                                    matter how brilliant—better
EPiServer is at the forefront of this quiet revolution because we’re one of
the first companies to integrate the power of social media and community            at solving problems, fostering
into an enterprise-class Content Management System. The idea is simple:             innovation, coming to wise
by combining traditional Intranet content with the new generation of social
media tools and services – and making it all easy to develop, deploy and use        decisions, even predicting the
– companies can unlock the people power that drives success.
                                                                                    future
We hope the ideas presented here inspire you to try new things with your                           JAMES SUROWIECKI
own Intranet. If so, we’ve got a killer platform to help you accelerate your                       The Wisdom of Crowds
plans.
Introducing the Social Intranet
    Imagine an Intranet that your people really want to engage with and contrib-
    ute to. An Intranet that actually helps them do their jobs better – and enjoy
    their work-lives more. Where project groups form spontaneously, users tag
    and bookmark favorite resources, and ‘top down’ information is supplement-
    ed by highly relevant user-generated content.                                   Social networks represent
                                                                                    the digital reflection of what
    That’s the Social Intranet: a knowledge base and collaboration platform
    that harnesses the power of social media to:                                    humans do: we connect and
                                                                                    share
    •   Engage users in the mission of the enterprise
    •   Encourage people to contribute their ideas                                    Source Forrester, “The Future of the Social
    •   Make it easy to capture, share and discover knowledge                         Web”, by Jeremiah Owyang April 27, 2009
    •   Support fluid, spontaneous and structured collaboration

    The Social Intranet supports all forms of communication and collaboration:

    One to One – with instant messaging and email

    One to Many – through blogs, video-sharing and podcasting

    One to All – in forums and discussion threads

    Many to Many – in wikis, communities, forums and groups

    In short, the Social Intranet is Facebook, YouTube, Skype, Blogger and
    Wikipedia all rolled into one service that’s integrated with your existing
    content resources, communication tools and knowledge assets.

    The result: an incredibly powerful, enterprise-wide knowledge platform
    with a friendly, familiar face.




    Why the Social Intranet is important
    Because knowledge is a critical competitive dimension
    In the global, always-on, always connected world, the way companies cap-
    ture, share and discover their knowledge has a direct impact on efficiency,
    decision accuracy and time-to-market.

    Because it’s a medium of cohesion, inclusion and engagement
    There aren’t many ways to get dispersed organizations working together,
    sharing their ideas and giving their honest feedback. The Social Intranet
    has the power to fuel the new engaged workforce.

    Because Generation Y is hitting the workplace
    Younger employees are native to Facebook, YouTube and Flickr. If your
    Intranet just sits there, so will your people.


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Because collective intelligence beats gurus
The collective intelligence of your workforce beats the wisdom of even
your most experienced experts. But only if you can tap into it. The Social
Intranet is a natural medium for ‘crowdsourcing’.
                                                                                                              Want to know what the
Because traditional document management isn’t friendly enough                                                 most effective corporations
Legacy document management systems are hard to use – so fewer people
use them, less often. The Social Intranet is intuitive and familiar. Users                                    of tomorrow will look like?
jump in without a single training session, bringing Enterprise 2.0 closer.                                    Look at those that are most
Because it’s easy to deploy                                                                                   successful at attracting young
Creating and deploying traditional knowledge management and collabora-
                                                                                                              workers today.
tion tools can soak up serious time and resources. The Social Intranet can
be as easy to create and deploy as any other web page – if you’ve got a
CMS platform designed for the job.
                                                                                                              …If you’re older than 30,
                                                                                                              you probably think you are
                                                                                                              as cyber-sophisticated as the
Are we there yet?                                                                                             next person… but compared
The Social Intranet is happening now. Over the past few years, pioneer-
                                                                                                              to the kids, most of us are
ing organizations have been starting to integrate simple, standalone                                          Luddites
features that tap into the power of social media. But only now has it been
                                                                                                                               DON TAPSCOTT
possible to incorporate all the best of the social media world with the full
capabilities of traditional document, content and knowledge management                                                        Author of Wikinomics
platforms – without the need to deploy serious IT resources.

The transition from simple to static to social Intranet is almost complete.
In the next few years, most companies will be drawing on the power of
social media to enrich, enliven and empower their Intranets.


                Evolution of the Social Intranet
                                                  Integrated

                           CRM Integration                     Unified
                                                               Search
                                                  Soacial                Doc Management
                       Simple                     tagging                Integration
                       tagging
                                      user-Generated
                                                                         Full
                                      Content
                                                                         Community

                                                               Groups
                                 blogs
                                                                  Forums
one-way                Simple                      Instant                       Social
                       Search                      Messaging

     Document                             Wikis                outlook
     Management                                                Integration
                                 bullentin
   Digital Libraries             boards

                        Directories


                                                   Standalone

   1990                                      2000                          2010
   Simple                                    Static                        Social         Source: EPiServer



                                                                                                                                                           3
The elements of the Social Intranet
    The big Web Marketing mix circa 2009
    The Social Intranet incorporates a wide range of tools and services that
    have been proven to encourage participation in the public Internet,
    including:

    Blogs                                                                             Although inspired by the open
    Wikis
                                                                                      Internet’s “Web 2.0” sites,
    Community
    Forums                                                                            these features often have
    Groups
    User-Generated Content
                                                                                      a much stronger business
    Social Tagging & Bookmarking                                                      model within the enterprise,
    Instant Messaging and Email Management
    Easy Integration with public social media tools
                                                                                      simply because they’re more
    Easy integration with internal systems                                            useful and less subject
    There’s nothing mysterious about any of these individually. But combined
                                                                                      to noise and information
    and put into an Intranet context, the power becomes clear.                        pollution by bozos.
    Let’s take them one at a time…                                                                    JAKOB NIELSEN
                                                                                                      Web Usability guru

    Intranet Blogs
    Every enterprise has dozens if not
    hundreds of people who are re-
    positories of knowledge and expe-
    rience in a discipline that is directly
    relevant to many other people.

    helping these sources of knowl-
    edge become in-house bloggers
    is a fantastic way to capture their
    experience and ideas and share it
    with the entire organization.



    Intranet Wikis
    A wiki is a great way to store knowledge assets in a way that promotes
    commenting, tagging, bookmarking and sharing.

    And because each entry is edited by everyone, the collective IQ just gets
    higher and higher. Best of all, because it’s all searchable, it’s all instantly
    discoverable.



    Intranet Communities
    Think Facebook for work – but integrated with all the other tools and
    services discussed here.
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Employees have their own profile pages, full of information about their
experience, expertise, interests and abilities. Plus contact details, photos,
video, team and group affiliations, calendars, chat features – anything that
helps people understand all the dimensions of the unit of knowledge called      The groundswell is a social
a ‘human’.                                                                      trend in which people use
                                                                                technologies to get the things
Intranet Groups                                                                 they need from each other,
Within any community, groups can
easily spring up around a specific
                                                                                rather than from traditional
topic or project. Anyone can set                                                institutions like corporations.
one up, invite others and establish
the facilities and ground rules.                                                   ChARLENE LI AND JOSh BERNOFF
                                                                                         Groundswell: Winning in a World
All contributions are subject to ed-                                                   Transformed by Social Technologies
iting, commenting, tagging, sharing                                                  (Harvard Business Press; May 2008)
and searching, so informal knowl-
edge that was previously lost is now
captured and enhanced.



User-Generated Content
Your official company materials are important – but they’re not the only
source of good ideas and information.

User-generated content includes anything that people create themselves,
then share – from a video or photo to a document, diatribe, mind-map,
slide deck, flash demo or comment.

The Social Intranet welcomes them all.



Social tagging
& bookmarking
Tagging and bookmarking is a great
way for any individual to save and
organise the resources most impor-
tant to them.

Social tagging and bookmarking
takes the idea one step further, al-
lowing people to share their book-
marks and tags with others. This
simple idea releases the enormous
power of collective intelligence.

With social tagging you can see which resources are most valued by the
community and why. You can also search tags to find the right information
at the right time.

                                                                                                                                 5
Instant Messaging
    & Email Management
    You can’t just drop people into such a rich environment as the Social           The sales organization in
    Intranet without letting them connect instantly.
                                                                                    a European technology
    Instant Messaging lets users see who else is online and available for a chat.   company uses informal
    In many cases, a few quick lines of text can save hours of hard labor.
                                                                                    blogs, discussion forums and
    The Social Intranet also needs rich email management capabilities – think       wikis to bring a distributed
    of the features included in any decent email marketing platform. Author-
    ized senders can send out simple text or hTML emails, then track the            workforce closer together.
    ‘open’ rates, responses and click throughs.                                     Social software has led to
                                                                                    the effective use of scarce
    Easy Integration with                                                           technical resources, which are
    public social media tools                                                       crucial in its technical sales
    No Intranet is an island. The Social Intranet lets you ‘punch out’ to the       operations.
    wider world of the Internet, so you can harness popular services that many
                                                                                                                        GARTNER
    users are already heavily invested in.
                                                                                                      “Real-World Examples of the
                                                                                                  Business Value of Social Software”
    If you like the way Flickr handles photos, just integrate it.
    If you want lots of video but don’t want the hosting hassles, link to your
    YouTube channels.

    Integration can even include rich web applications (anything from WebEx
    to Basecamp to Google Maps), so the sky’s the limit.



    Easy Integration with internal systems
    The more integrated your Intranet is, the more powerful it is.

    Today’s Social Intranet needs to easily integrate with Outlook, Document
    Management systems, enterprise search – even CRM and ERP systems.

    A flexible Social Intranet platform should be able to reach anywhere valu-
    able information lives.



                                                                                    The importance of Search
                                                                                    Generating and tagging this new wave of social
                                                                                    content is not very valuable if people can’t find
                                                                                    what they’re looking for.
                                                                                    A powerful search engine that includes all your
                                                                                    editorial content and all your new social content
                                                                                    is a critical part of the Social Intranet.
                                                                                    the integrated search function should include all
                                                                                    user-generated content including comments, tags,
                                                                                    wiki entries and blog posts.


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Six key properties of Enterprise 2.0
Way back in 2006, Dion hinchcliffe in his excellent Enter-
prise Web 2.0 blog [http://blogs.zdnet.com/hinchcliffe/]
for ZDNet, identified six key properties of Web 2.0 in the
Enterprise.
They still feel fresh as a daisy to us, so here they are in abridged form:

Freeform: Minimal structure with simple lists, tags, and microformats at
first, with more structure later.

Zero Training/Simple: Any barrier to use means that automatically
fewer people will use it. Your business systems can and should be simi-
larly effortless to use.

Software as a Service: Online software…is the most productive and
useful software possible. Installed native software just cannot compete
with such persistent availability.

Easily Changed: If a user can’t easily make the necessary change to a
system, he or she must have an expert — usually in the IT department
— to do it, and get in line to wait for it, not to mention pay for it.
This simply won’t do.

Unintended Uses: Preconceived notions about how an IT system
will be used can cut it off from the most valuable uses down the road…
It’s all about letting the structure and behavior of IT systems emerge
naturally and organically.

Social: Enterprise Web 2.0 enables just-in-time, freeform collaboration…
as well as capturing and publishing the results to be reused and leveraged
afterwards by others. Wikis combined with enterprise search do all this
automatically for example.




                                                                                                                          7
Bringing it all together
    The average Social Intranets may not need every one of
    the tools discussed above, but what it does need is a simple
    way to bring the social elements together with the more
    conventional content that makes up the core of most
    Intranets today.
    You still need the centrally managed and controlled editorial that isn’t
    necessarily open for communal editing.

    The trick here is to use an Intranet platform that can handle both – or
    an easy way to integrate your standard Intranet platform with your Social
    Intranet – so that:

    Developers can work in a single environment, designing pages that
    combine traditional and social content.

    Editors and contributors can create and manage both kinds of content
    from a single dashboard with a minimum of training.

    If your legacy Intranet is already deeply entrenched, you don’t have to
    throw it away. Just make sure the CMS you use for the social media
    can integrate seamlessly.




    The Social Intranet CMS
    This is the salesy bit – but don’t go away just yet. If the things you’ve just
    learned about the Social Intranet interest you, this stuff will, too.

    The Content Management System (CMS) you choose for your Social
    Intranet will make a huge difference to its success. We’ve got one that
    will make your Social Intranet incredibly easy (and fast) to develop,
    deploy and use.

    EPiServer CMS is not only one of the worlds fastest-growing Content
    Management Systems, it’s also the only CMS we know of that’s got Social
    Media in its DNA.
                                                                                     Playing nicely with MOSS
    The open API and modular design of EPiServer means that it’s easy to             Microsoft Office SharePoint Server™ is one of the more
                                                                                     popular Intranet platforms so a lot of companies have
    add functionality with new modules that snap on as easily as a Lego brick.       already committed significant resources to their ‘MOSS’-
    So when Social Media started taking off, we (and our EPiMore com-                based Intranet.
    munity of solution developer partners) were able to jump in with both            the good news is that SharePoint is a powerful platform
    feet, adding new functionality that made the Social Intranet as easy as any      for things like enterprise-class document management.
    other web build.                                                                 the not-so-good thing is that it’s a struggle to try to cre-
                                                                                     ate Social Intranet services using it.

    We’ve bundled all of these goodies into a package called EPiServer               EPiServer Connect for Sharepoint makes it easy to use all
                                                                                     your SharePoint assets in a Social Intranet (or public web-
    Relate+ Intranet Edition. The details are coming up but the bottom               site for that matter). It’s all part of the Relate + Intranet
    line is this: it’s the Social Intranet in a box.                                 Edition that we’ll talk about below…


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EPiServer Relate+ Intranet Edition
EPiServer Relate+ Intranet Edition is a bundle of powerful modules that,
taken together, let you create Social Intranet experiences as quickly and
easily as you’d create any other web pages. The modules are:

EPiServer Community
A comprehensive platform for community, social media and user-gener-
ated content.

EPiServer Mail
A complete managed service for creating, executing and analyzing email
campaigns to the entire organization or any segment.

EPiServer Templates
A full set of pre-built Intranet pages that accelerate your design and
development.

EPiServer Connect for SharePoint
All you need for integrating SharePoint content into comprehensive
Social Intranet experiences.

EPiServer Relate+ Intranet Edition is all you need to turn the EPiServer
CMS platform into an all-singing, all-dancing Social Intranet machine.

Let’s look at each module in a bit more detail…




                                                                                 Why EPiServer CMS 5 is so hot
                                                                                 EPiServer CMS 5 is based on the Microsoft .NEt 3.5 plat-
                                                                                 form. So any .NEt developer can get up to speed quickly
                                                                                 and generate great web experiences in no time.
                                                                                 Developers love it because it uses all their .NEt and
                                                                                 Visual Studio 2008 skills and speed things up with drag &
                                                                                 drop design, a full class library and lots of templates and
                                                                                 building blocks.
                                                                                 Web editors love it because it’s almost embarrassingly
                                                                                 easy to use, with on-page editing, Office integration and
                                                                                 WYSIWYG everything.
                                                                                 Agencies love it because it helps them make better
                                                                                 websites faster – and because we never compete with
                                                                                 them (we only work with partners and live and die by
                                                                                 their success).
                                                                                 thousands of organizations all over the world run
                                                                                 their websites on EPiServer (like Pfizer, Renault, Adidas,
                                                                                 Volkswagen, Monocle…). And hundreds of developers
                                                                                 create new modules for EPiServer as part of the EPiMore
                                                                                 community.
                                                                                 We started in Sweden so we’re big in the Nordic
                                                                                 countries but we’re growing like wildfire in the UK and
                                                                                 are taking America by storm. Why? because EPiServer
                                                                                 doesn’t just offer a better way to build websites – it of-
                                                                                 fers a better way to build better websites. We call it the
                                                                                 Engaged Web and we think it’s a rather big Idea.


                                                                                                                                               9
EPiServer Community
     Add profile pages, blogging,
     forums, groups, voting, com-
     menting, calendars, photos,
     videos, tagging and sharing,
     with flexible moderation
     tools to keep it all on track.

     EPiServer Community is a high-
     performance social media platform
     delivering more page views per
     server, so users are never frustrat-
     ed by slow response. Full analytics
     lets editors survey, analyze and
     segment the community in real-time based on activity.

     EPiServer Community was first developed in 1999 and today supports
     dynamic communities in sports, music, fashion, politics and food – not
     to mention collaboration in the workplace. Over 5 million people are
     members of web communities powered by EPiServer Community, with
     over 500,000 logging on and contributing every day.




     EPiServer Mail
     Create, send, manage and
     monitor email campaigns to
     the entire organization or
     any subset.

     EPiServer Mail lets you create
     and manage email communication
     (hTML or text) from within the
     CMS itself. It’s easy to man-
     age circulations, scheduling and
     responses all from a single management view. And real-time analytics let
     you can track click-throughs, compare campaigns and monitor results.

     EPiServer Mail is a managed service so you don’t need to deploy and
     maintain extra hardware or software.




     EPiServer Templates
     Kick start your development efforts with a complete template
     library.

     The EPiServer Template Library is a comprehensive set of pre-designed,
     pre-coded pages that will speed up your development efforts while
     driving down costs.

     Grab a template, skin it for your purposes and you’re off. Creating
     ynamic, engaging Intranet pages was never so fast and easy.

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EPiServer Connect for SharePoint
Let SharePoint users publish directly to the Intranet and let
users access all SharePoint resources.

EPiServer Connect for SharePoint lets you combine the best of Share-
Point with the latest Social Intranet functionality of EPiServer.

All SharePoint users can now contribute directly to the Intranet and
access all SharePoint assets without leaving the Intranet portal. Choose
whether you want to push files to the CMS, use bi-directional integration
or use Web Parts to display CMS content in SharePoint sites.

Both systems are built on Microsoft .NET so it’s a seamless experience.




                                                                                                                  11
Going above and beyond
     EPiServer Relate+ Intranet Edition gives you all you need to
     create and manage great Social Intranet sites.
     But there’s more where that came from – thanks to the EPiMore Com-
     munity of solution providers. Other modules that can add extra func-
                                                                               Between a third and one half
     tionality to your Intranet sites include:                                 of businesses either already
     EPiDesk – a great way to manage your Intranet helpdesk, from Merid-       are or will be employing
     ium                                                                       Enterprise 2.0 tools in the
     Mobile solutions for EPiServer – turn your Intranet into a mobile         workplace in 2009.
     Intranet, from Mobiletech or Mobizoft
                                                                                             DION hINChLIFFE
     ProcessMap – a great tool for mapping yor company’s processes and                      ZD Net, May 15, 2009
     linking key steps to content in your Intranet, from Meridium

     Ultilearn – the Learning Management System from Ultimedia

     PLUS

     Enhanced Search modules from LemonTree, Networked Planet and
     Site Seeker

     Marketing modules from Enecto, 10 CMS and Ottoboni.

     Translation modules from Lionbridge and Translations.com.


     That’s just the tip of the EPiMore iceberg. Visit EPiMore to browse the
     entire library. [www.episerver.com/en/EPiMore]




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Making the Social Intranet real
If we’ve convinced you of one thing, we hope we’ve con-
vinced you that the days of the Static Intranet are coming
to an end.
The knowledge assets and people power locked up in every organization
are just too valuable to remain untapped. The Social Intranet is the best
way to release that power, harvest your company’s knowledge and sup-
port turbo-charged collaboration.

Yes, you could get there by re-inventing the wheel and trying to design
and code your own versions of all the social media tools and services
described here. But it would take you far too long, cost far too much and
probably end up with limited functionality and flexibility.

The EPiServer CMS and the Relate+ Intranet Edition will get you there
faster, at lower cost and in great shape to exploit the latest trends and
ideas in social media, community and user-generated content.



There are two ways to get started:
If you’re an end user organization
We’ll help you find an EPiServer partner to help you develop the best
possible Social Intranet for your needs.

If you’re an agency or integrator
Let us get you up to speed on EPiServer – you’re going to love it. And
we’ve got a huge amount of resources to help you succeed (from training,
support and documentation to our Open Plan™ approach to code).

We hope you’ve enjoyed the Social Intranet Workbook and that it has
inspired you to create great Intranet experiences for your users. Do let
us know how you’ve got on!




                                                                                                                  13
Further Reading
     The Wisdom of Crowds: Why the Many Are Smarter Than the
     Few and How Collective Wisdom Shapes Business, Economies,
     Societies and Nations
     By James Surowiecki

     Crowdsourcing: Why the Power of the Crowd Is Driving the
     Future of Business
     By Jeff howe

     Wikinomics: How Mass Collaboration Changes Everything
     By Don Tapscott

     Groundswell: Winning in a World Transformed by Social
     Technologies
     By Charlene Li

     Web 2.0: A Strategy Guide: Business thinking and strategies
     behind successful Web 2.0 implementations.
     By Amy Shuen

     Collaboration: How Leaders Avoid the Traps, Create Unity,
     and Reap Big Results
     By Morten T. hansen




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More resources
The Intranet Benchmarking Forum
The world’s leading confidential, members-only intranet and portal
benchmarking group.
http://www.ibforum.com/

Intranet Journal
Comprehensive portal on ‘Building the Corporate Enterprise”
http://www.intranetjournal.com/

The Gartner Portals, Content & Collaboration Summit
Focused on finding better ways to deliver resources, streamline content
delivery and storage, and bring people together for greater efficiency.
http://www.gartner.com/it/products/events/events.jsp

The Enterprise 2.0 Conference
The event for enterprise-class collaboration and productivity.
http://www.e2conf.com/

10 Best Intranets of 2009
JakobNielsen’s latest award-winners.
http://www.useit.com/alertbox/intranet_design.html

Intranet Design Annual 2009: Year’s Ten Best Intranets
Nielsen Norman Group’s 473-page report on the ten winners of the
Best Intranets of 2009 Awards.
http://www.nngroup.com/reports/intranet/design/

Enterprise 2.0 Blog
Dion hinchcliffe’s blog on ZDNet
http://blogs.zdnet.com/hinchcliffe

EPiServer Screencasts
A growing video library of how-to videos.
http://www.episerver.com/en/Products/EPiServer-CMS-5/Screencasts/




                                                                                                                  15
About EPiServer
            EPiServer AB is a privately owned company, founded in 1994 and a leader in
            Content Management for the Engaged Web.

            EPiServer AB is situated in Stockholm, Sweden, where the main develop-
            ment center is focused. We also have teams in Norway, Denmark, the United
            Kingdom and the United States.

            We deliver our Content Management platform, EPiServer, through a net-
            work of blue-chip partners who implement complete solutions with services
            such as design, development, support and training.

            The company is a Microsoft Gold Certified Partner and the EPiServer CMS
            is based on Microsoft .NET technology.




Version 1.0 April 2009. EPiServer is a registered trademark of EPiServer AB. Some software products marketed by EPiServer AB and its distributors contain proprietary
software components of other software vendors. Other marks are trademarks or registered trademarks of their respective holders. ©EPiServer AB 2009.




                                                                                                                 About EPISERVER
                                                                                                                 EPiServer AB is the world’s fastest growing provider of Web Content Management
                                                                                                                 (WCM) and online social community platforms. More than 2,500 customers worldwide
                                                                                                                 use EPiServer CMS to create collaborative and engaging websites. The platform
                                                                                                                 EPiServer CMS is the foundation of more than 8,500 Web sites and is used on a daily
                                                                                                                 basis by more than 130,000 web editors. EPiServer delivers its Web Content Manage-
EPiServer Inc.                                 Phone: +1 630-613-7550                                            ment platform through an extensive network of more than 300 competent partner
One Lincoln Centre                             salesus@episerver.com                                             companies in 25 countries. EPiServer is a Microsoft Gold Certified Partner, with an
18 W 140 Butterfield Rd.,                      www.episerver.com                                                 AAA-ranking by Dun & Bradstreet since 2000. The company was founded in 1994 and
16th Floor                                                                                                       has offices in Sweden, Denmark, Norway, Finland, the Netherlands, the United Kingdom
Oakbrook Terrace, IL 60181                                                                                       and in the US. For more information, please visit www.episerver.com

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EPiServer Whitepaper: The Social Intranet Workbook

  • 1. WhITE PAPER ThE SOCIAL INTRANET WORKBOOK harnessing the power of Enterprise 2.0 Community • Social Media • User-generated content The Static Intranet is so over… Any enterprise is the sum of its people. That’s why the best companies are invariably the ones that are better at harnessing the passion, experience and expertise of their people. Enterprise 2.0 makes It’s all about capturing and sharing knowledge; fostering dynamic teamwork; accessible the collective and making better decisions, faster. intelligence of many, Over the last decade, the Intranet has played an increasingly important role translating to a huge in this critical arena. For many companies, it’s the primary medium for col- laboration and knowledge sharing. competitive advantage in the But today’s static Intranet model is starting to show its age: form of increased innovation, • It’s a one-way medium for ‘broadcasting’ information to the workforce productivity and agility • It’s over-centralized – with too much control from headquarters and ThE ENTERPRISE 2.0 CONFERENCE not enough contribution from the real sources of knowledge • It fails to engage – delivering a user experience that pales in compari- son to the rich, interactive Web 2.0 and social media sites • It inhibits access to knowledge – instead of facilitating it As a result, most Intranets are under-valued, under-utilized and, frankly, underwhelming. This workbook is about a new approach to teamwork and knowledge management that’s based on all the exciting Web 2.0 ideas that are taking the public Internet by storm. It’s called the Social Intranet and it’s completely Large groups of people are changing the way enterprises think about communication, collaboration and knowledge assets – some call it Enterprise 2.0. smarter than an elite few, no matter how brilliant—better EPiServer is at the forefront of this quiet revolution because we’re one of the first companies to integrate the power of social media and community at solving problems, fostering into an enterprise-class Content Management System. The idea is simple: innovation, coming to wise by combining traditional Intranet content with the new generation of social media tools and services – and making it all easy to develop, deploy and use decisions, even predicting the – companies can unlock the people power that drives success. future We hope the ideas presented here inspire you to try new things with your JAMES SUROWIECKI own Intranet. If so, we’ve got a killer platform to help you accelerate your The Wisdom of Crowds plans.
  • 2. Introducing the Social Intranet Imagine an Intranet that your people really want to engage with and contrib- ute to. An Intranet that actually helps them do their jobs better – and enjoy their work-lives more. Where project groups form spontaneously, users tag and bookmark favorite resources, and ‘top down’ information is supplement- ed by highly relevant user-generated content. Social networks represent the digital reflection of what That’s the Social Intranet: a knowledge base and collaboration platform that harnesses the power of social media to: humans do: we connect and share • Engage users in the mission of the enterprise • Encourage people to contribute their ideas Source Forrester, “The Future of the Social • Make it easy to capture, share and discover knowledge Web”, by Jeremiah Owyang April 27, 2009 • Support fluid, spontaneous and structured collaboration The Social Intranet supports all forms of communication and collaboration: One to One – with instant messaging and email One to Many – through blogs, video-sharing and podcasting One to All – in forums and discussion threads Many to Many – in wikis, communities, forums and groups In short, the Social Intranet is Facebook, YouTube, Skype, Blogger and Wikipedia all rolled into one service that’s integrated with your existing content resources, communication tools and knowledge assets. The result: an incredibly powerful, enterprise-wide knowledge platform with a friendly, familiar face. Why the Social Intranet is important Because knowledge is a critical competitive dimension In the global, always-on, always connected world, the way companies cap- ture, share and discover their knowledge has a direct impact on efficiency, decision accuracy and time-to-market. Because it’s a medium of cohesion, inclusion and engagement There aren’t many ways to get dispersed organizations working together, sharing their ideas and giving their honest feedback. The Social Intranet has the power to fuel the new engaged workforce. Because Generation Y is hitting the workplace Younger employees are native to Facebook, YouTube and Flickr. If your Intranet just sits there, so will your people. 2
  • 3. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 Because collective intelligence beats gurus The collective intelligence of your workforce beats the wisdom of even your most experienced experts. But only if you can tap into it. The Social Intranet is a natural medium for ‘crowdsourcing’. Want to know what the Because traditional document management isn’t friendly enough most effective corporations Legacy document management systems are hard to use – so fewer people use them, less often. The Social Intranet is intuitive and familiar. Users of tomorrow will look like? jump in without a single training session, bringing Enterprise 2.0 closer. Look at those that are most Because it’s easy to deploy successful at attracting young Creating and deploying traditional knowledge management and collabora- workers today. tion tools can soak up serious time and resources. The Social Intranet can be as easy to create and deploy as any other web page – if you’ve got a CMS platform designed for the job. …If you’re older than 30, you probably think you are as cyber-sophisticated as the Are we there yet? next person… but compared The Social Intranet is happening now. Over the past few years, pioneer- to the kids, most of us are ing organizations have been starting to integrate simple, standalone Luddites features that tap into the power of social media. But only now has it been DON TAPSCOTT possible to incorporate all the best of the social media world with the full capabilities of traditional document, content and knowledge management Author of Wikinomics platforms – without the need to deploy serious IT resources. The transition from simple to static to social Intranet is almost complete. In the next few years, most companies will be drawing on the power of social media to enrich, enliven and empower their Intranets. Evolution of the Social Intranet Integrated CRM Integration Unified Search Soacial Doc Management Simple tagging Integration tagging user-Generated Full Content Community Groups blogs Forums one-way Simple Instant Social Search Messaging Document Wikis outlook Management Integration bullentin Digital Libraries boards Directories Standalone 1990 2000 2010 Simple Static Social Source: EPiServer 3
  • 4. The elements of the Social Intranet The big Web Marketing mix circa 2009 The Social Intranet incorporates a wide range of tools and services that have been proven to encourage participation in the public Internet, including: Blogs Although inspired by the open Wikis Internet’s “Web 2.0” sites, Community Forums these features often have Groups User-Generated Content a much stronger business Social Tagging & Bookmarking model within the enterprise, Instant Messaging and Email Management Easy Integration with public social media tools simply because they’re more Easy integration with internal systems useful and less subject There’s nothing mysterious about any of these individually. But combined to noise and information and put into an Intranet context, the power becomes clear. pollution by bozos. Let’s take them one at a time… JAKOB NIELSEN Web Usability guru Intranet Blogs Every enterprise has dozens if not hundreds of people who are re- positories of knowledge and expe- rience in a discipline that is directly relevant to many other people. helping these sources of knowl- edge become in-house bloggers is a fantastic way to capture their experience and ideas and share it with the entire organization. Intranet Wikis A wiki is a great way to store knowledge assets in a way that promotes commenting, tagging, bookmarking and sharing. And because each entry is edited by everyone, the collective IQ just gets higher and higher. Best of all, because it’s all searchable, it’s all instantly discoverable. Intranet Communities Think Facebook for work – but integrated with all the other tools and services discussed here. 4
  • 5. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 Employees have their own profile pages, full of information about their experience, expertise, interests and abilities. Plus contact details, photos, video, team and group affiliations, calendars, chat features – anything that helps people understand all the dimensions of the unit of knowledge called The groundswell is a social a ‘human’. trend in which people use technologies to get the things Intranet Groups they need from each other, Within any community, groups can easily spring up around a specific rather than from traditional topic or project. Anyone can set institutions like corporations. one up, invite others and establish the facilities and ground rules. ChARLENE LI AND JOSh BERNOFF Groundswell: Winning in a World All contributions are subject to ed- Transformed by Social Technologies iting, commenting, tagging, sharing (Harvard Business Press; May 2008) and searching, so informal knowl- edge that was previously lost is now captured and enhanced. User-Generated Content Your official company materials are important – but they’re not the only source of good ideas and information. User-generated content includes anything that people create themselves, then share – from a video or photo to a document, diatribe, mind-map, slide deck, flash demo or comment. The Social Intranet welcomes them all. Social tagging & bookmarking Tagging and bookmarking is a great way for any individual to save and organise the resources most impor- tant to them. Social tagging and bookmarking takes the idea one step further, al- lowing people to share their book- marks and tags with others. This simple idea releases the enormous power of collective intelligence. With social tagging you can see which resources are most valued by the community and why. You can also search tags to find the right information at the right time. 5
  • 6. Instant Messaging & Email Management You can’t just drop people into such a rich environment as the Social The sales organization in Intranet without letting them connect instantly. a European technology Instant Messaging lets users see who else is online and available for a chat. company uses informal In many cases, a few quick lines of text can save hours of hard labor. blogs, discussion forums and The Social Intranet also needs rich email management capabilities – think wikis to bring a distributed of the features included in any decent email marketing platform. Author- ized senders can send out simple text or hTML emails, then track the workforce closer together. ‘open’ rates, responses and click throughs. Social software has led to the effective use of scarce Easy Integration with technical resources, which are public social media tools crucial in its technical sales No Intranet is an island. The Social Intranet lets you ‘punch out’ to the operations. wider world of the Internet, so you can harness popular services that many GARTNER users are already heavily invested in. “Real-World Examples of the Business Value of Social Software” If you like the way Flickr handles photos, just integrate it. If you want lots of video but don’t want the hosting hassles, link to your YouTube channels. Integration can even include rich web applications (anything from WebEx to Basecamp to Google Maps), so the sky’s the limit. Easy Integration with internal systems The more integrated your Intranet is, the more powerful it is. Today’s Social Intranet needs to easily integrate with Outlook, Document Management systems, enterprise search – even CRM and ERP systems. A flexible Social Intranet platform should be able to reach anywhere valu- able information lives. The importance of Search Generating and tagging this new wave of social content is not very valuable if people can’t find what they’re looking for. A powerful search engine that includes all your editorial content and all your new social content is a critical part of the Social Intranet. the integrated search function should include all user-generated content including comments, tags, wiki entries and blog posts. 6
  • 7. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 Six key properties of Enterprise 2.0 Way back in 2006, Dion hinchcliffe in his excellent Enter- prise Web 2.0 blog [http://blogs.zdnet.com/hinchcliffe/] for ZDNet, identified six key properties of Web 2.0 in the Enterprise. They still feel fresh as a daisy to us, so here they are in abridged form: Freeform: Minimal structure with simple lists, tags, and microformats at first, with more structure later. Zero Training/Simple: Any barrier to use means that automatically fewer people will use it. Your business systems can and should be simi- larly effortless to use. Software as a Service: Online software…is the most productive and useful software possible. Installed native software just cannot compete with such persistent availability. Easily Changed: If a user can’t easily make the necessary change to a system, he or she must have an expert — usually in the IT department — to do it, and get in line to wait for it, not to mention pay for it. This simply won’t do. Unintended Uses: Preconceived notions about how an IT system will be used can cut it off from the most valuable uses down the road… It’s all about letting the structure and behavior of IT systems emerge naturally and organically. Social: Enterprise Web 2.0 enables just-in-time, freeform collaboration… as well as capturing and publishing the results to be reused and leveraged afterwards by others. Wikis combined with enterprise search do all this automatically for example. 7
  • 8. Bringing it all together The average Social Intranets may not need every one of the tools discussed above, but what it does need is a simple way to bring the social elements together with the more conventional content that makes up the core of most Intranets today. You still need the centrally managed and controlled editorial that isn’t necessarily open for communal editing. The trick here is to use an Intranet platform that can handle both – or an easy way to integrate your standard Intranet platform with your Social Intranet – so that: Developers can work in a single environment, designing pages that combine traditional and social content. Editors and contributors can create and manage both kinds of content from a single dashboard with a minimum of training. If your legacy Intranet is already deeply entrenched, you don’t have to throw it away. Just make sure the CMS you use for the social media can integrate seamlessly. The Social Intranet CMS This is the salesy bit – but don’t go away just yet. If the things you’ve just learned about the Social Intranet interest you, this stuff will, too. The Content Management System (CMS) you choose for your Social Intranet will make a huge difference to its success. We’ve got one that will make your Social Intranet incredibly easy (and fast) to develop, deploy and use. EPiServer CMS is not only one of the worlds fastest-growing Content Management Systems, it’s also the only CMS we know of that’s got Social Media in its DNA. Playing nicely with MOSS The open API and modular design of EPiServer means that it’s easy to Microsoft Office SharePoint Server™ is one of the more popular Intranet platforms so a lot of companies have add functionality with new modules that snap on as easily as a Lego brick. already committed significant resources to their ‘MOSS’- So when Social Media started taking off, we (and our EPiMore com- based Intranet. munity of solution developer partners) were able to jump in with both the good news is that SharePoint is a powerful platform feet, adding new functionality that made the Social Intranet as easy as any for things like enterprise-class document management. other web build. the not-so-good thing is that it’s a struggle to try to cre- ate Social Intranet services using it. We’ve bundled all of these goodies into a package called EPiServer EPiServer Connect for Sharepoint makes it easy to use all your SharePoint assets in a Social Intranet (or public web- Relate+ Intranet Edition. The details are coming up but the bottom site for that matter). It’s all part of the Relate + Intranet line is this: it’s the Social Intranet in a box. Edition that we’ll talk about below… 8
  • 9. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 EPiServer Relate+ Intranet Edition EPiServer Relate+ Intranet Edition is a bundle of powerful modules that, taken together, let you create Social Intranet experiences as quickly and easily as you’d create any other web pages. The modules are: EPiServer Community A comprehensive platform for community, social media and user-gener- ated content. EPiServer Mail A complete managed service for creating, executing and analyzing email campaigns to the entire organization or any segment. EPiServer Templates A full set of pre-built Intranet pages that accelerate your design and development. EPiServer Connect for SharePoint All you need for integrating SharePoint content into comprehensive Social Intranet experiences. EPiServer Relate+ Intranet Edition is all you need to turn the EPiServer CMS platform into an all-singing, all-dancing Social Intranet machine. Let’s look at each module in a bit more detail… Why EPiServer CMS 5 is so hot EPiServer CMS 5 is based on the Microsoft .NEt 3.5 plat- form. So any .NEt developer can get up to speed quickly and generate great web experiences in no time. Developers love it because it uses all their .NEt and Visual Studio 2008 skills and speed things up with drag & drop design, a full class library and lots of templates and building blocks. Web editors love it because it’s almost embarrassingly easy to use, with on-page editing, Office integration and WYSIWYG everything. Agencies love it because it helps them make better websites faster – and because we never compete with them (we only work with partners and live and die by their success). thousands of organizations all over the world run their websites on EPiServer (like Pfizer, Renault, Adidas, Volkswagen, Monocle…). And hundreds of developers create new modules for EPiServer as part of the EPiMore community. We started in Sweden so we’re big in the Nordic countries but we’re growing like wildfire in the UK and are taking America by storm. Why? because EPiServer doesn’t just offer a better way to build websites – it of- fers a better way to build better websites. We call it the Engaged Web and we think it’s a rather big Idea. 9
  • 10. EPiServer Community Add profile pages, blogging, forums, groups, voting, com- menting, calendars, photos, videos, tagging and sharing, with flexible moderation tools to keep it all on track. EPiServer Community is a high- performance social media platform delivering more page views per server, so users are never frustrat- ed by slow response. Full analytics lets editors survey, analyze and segment the community in real-time based on activity. EPiServer Community was first developed in 1999 and today supports dynamic communities in sports, music, fashion, politics and food – not to mention collaboration in the workplace. Over 5 million people are members of web communities powered by EPiServer Community, with over 500,000 logging on and contributing every day. EPiServer Mail Create, send, manage and monitor email campaigns to the entire organization or any subset. EPiServer Mail lets you create and manage email communication (hTML or text) from within the CMS itself. It’s easy to man- age circulations, scheduling and responses all from a single management view. And real-time analytics let you can track click-throughs, compare campaigns and monitor results. EPiServer Mail is a managed service so you don’t need to deploy and maintain extra hardware or software. EPiServer Templates Kick start your development efforts with a complete template library. The EPiServer Template Library is a comprehensive set of pre-designed, pre-coded pages that will speed up your development efforts while driving down costs. Grab a template, skin it for your purposes and you’re off. Creating ynamic, engaging Intranet pages was never so fast and easy. 10
  • 11. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 EPiServer Connect for SharePoint Let SharePoint users publish directly to the Intranet and let users access all SharePoint resources. EPiServer Connect for SharePoint lets you combine the best of Share- Point with the latest Social Intranet functionality of EPiServer. All SharePoint users can now contribute directly to the Intranet and access all SharePoint assets without leaving the Intranet portal. Choose whether you want to push files to the CMS, use bi-directional integration or use Web Parts to display CMS content in SharePoint sites. Both systems are built on Microsoft .NET so it’s a seamless experience. 11
  • 12. Going above and beyond EPiServer Relate+ Intranet Edition gives you all you need to create and manage great Social Intranet sites. But there’s more where that came from – thanks to the EPiMore Com- munity of solution providers. Other modules that can add extra func- Between a third and one half tionality to your Intranet sites include: of businesses either already EPiDesk – a great way to manage your Intranet helpdesk, from Merid- are or will be employing ium Enterprise 2.0 tools in the Mobile solutions for EPiServer – turn your Intranet into a mobile workplace in 2009. Intranet, from Mobiletech or Mobizoft DION hINChLIFFE ProcessMap – a great tool for mapping yor company’s processes and ZD Net, May 15, 2009 linking key steps to content in your Intranet, from Meridium Ultilearn – the Learning Management System from Ultimedia PLUS Enhanced Search modules from LemonTree, Networked Planet and Site Seeker Marketing modules from Enecto, 10 CMS and Ottoboni. Translation modules from Lionbridge and Translations.com. That’s just the tip of the EPiMore iceberg. Visit EPiMore to browse the entire library. [www.episerver.com/en/EPiMore] 12
  • 13. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 Making the Social Intranet real If we’ve convinced you of one thing, we hope we’ve con- vinced you that the days of the Static Intranet are coming to an end. The knowledge assets and people power locked up in every organization are just too valuable to remain untapped. The Social Intranet is the best way to release that power, harvest your company’s knowledge and sup- port turbo-charged collaboration. Yes, you could get there by re-inventing the wheel and trying to design and code your own versions of all the social media tools and services described here. But it would take you far too long, cost far too much and probably end up with limited functionality and flexibility. The EPiServer CMS and the Relate+ Intranet Edition will get you there faster, at lower cost and in great shape to exploit the latest trends and ideas in social media, community and user-generated content. There are two ways to get started: If you’re an end user organization We’ll help you find an EPiServer partner to help you develop the best possible Social Intranet for your needs. If you’re an agency or integrator Let us get you up to speed on EPiServer – you’re going to love it. And we’ve got a huge amount of resources to help you succeed (from training, support and documentation to our Open Plan™ approach to code). We hope you’ve enjoyed the Social Intranet Workbook and that it has inspired you to create great Intranet experiences for your users. Do let us know how you’ve got on! 13
  • 14. Further Reading The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations By James Surowiecki Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business By Jeff howe Wikinomics: How Mass Collaboration Changes Everything By Don Tapscott Groundswell: Winning in a World Transformed by Social Technologies By Charlene Li Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. By Amy Shuen Collaboration: How Leaders Avoid the Traps, Create Unity, and Reap Big Results By Morten T. hansen 14
  • 15. ThE SOCIAL INTRANET harnessing the power of Enterprise 2.0 More resources The Intranet Benchmarking Forum The world’s leading confidential, members-only intranet and portal benchmarking group. http://www.ibforum.com/ Intranet Journal Comprehensive portal on ‘Building the Corporate Enterprise” http://www.intranetjournal.com/ The Gartner Portals, Content & Collaboration Summit Focused on finding better ways to deliver resources, streamline content delivery and storage, and bring people together for greater efficiency. http://www.gartner.com/it/products/events/events.jsp The Enterprise 2.0 Conference The event for enterprise-class collaboration and productivity. http://www.e2conf.com/ 10 Best Intranets of 2009 JakobNielsen’s latest award-winners. http://www.useit.com/alertbox/intranet_design.html Intranet Design Annual 2009: Year’s Ten Best Intranets Nielsen Norman Group’s 473-page report on the ten winners of the Best Intranets of 2009 Awards. http://www.nngroup.com/reports/intranet/design/ Enterprise 2.0 Blog Dion hinchcliffe’s blog on ZDNet http://blogs.zdnet.com/hinchcliffe EPiServer Screencasts A growing video library of how-to videos. http://www.episerver.com/en/Products/EPiServer-CMS-5/Screencasts/ 15
  • 16. About EPiServer EPiServer AB is a privately owned company, founded in 1994 and a leader in Content Management for the Engaged Web. EPiServer AB is situated in Stockholm, Sweden, where the main develop- ment center is focused. We also have teams in Norway, Denmark, the United Kingdom and the United States. We deliver our Content Management platform, EPiServer, through a net- work of blue-chip partners who implement complete solutions with services such as design, development, support and training. The company is a Microsoft Gold Certified Partner and the EPiServer CMS is based on Microsoft .NET technology. Version 1.0 April 2009. EPiServer is a registered trademark of EPiServer AB. Some software products marketed by EPiServer AB and its distributors contain proprietary software components of other software vendors. Other marks are trademarks or registered trademarks of their respective holders. ©EPiServer AB 2009. About EPISERVER EPiServer AB is the world’s fastest growing provider of Web Content Management (WCM) and online social community platforms. More than 2,500 customers worldwide use EPiServer CMS to create collaborative and engaging websites. The platform EPiServer CMS is the foundation of more than 8,500 Web sites and is used on a daily basis by more than 130,000 web editors. EPiServer delivers its Web Content Manage- EPiServer Inc. Phone: +1 630-613-7550 ment platform through an extensive network of more than 300 competent partner One Lincoln Centre salesus@episerver.com companies in 25 countries. EPiServer is a Microsoft Gold Certified Partner, with an 18 W 140 Butterfield Rd., www.episerver.com AAA-ranking by Dun & Bradstreet since 2000. The company was founded in 1994 and 16th Floor has offices in Sweden, Denmark, Norway, Finland, the Netherlands, the United Kingdom Oakbrook Terrace, IL 60181 and in the US. For more information, please visit www.episerver.com