This document summarizes a presentation on integrating digital tools into an organization's internal communication strategy. It discusses how work has evolved with digital technologies, presenting statistics on inefficiencies of current practices. The presentation advocates taking a holistic approach to understand user needs rather than starting with specific tools. Examples are given of successful digital transformations that began by understanding existing problems. A framework is provided for assessing an organization's maturity with internal digital tools. While many options exist, choosing tools aligned with core work processes is advised over simplification. Success is defined as focusing on real value for all stakeholders rather than new technologies alone.

1. 1
Quadriga 6th Conference Internal Communication
Finding the right
digital tools for your
internal
communication
strategy
Berlin
29.10.2015
Stephan Schillerwein
stephan@schillerwein.net
www.schillerwein.net
www.intranet-matters.com
@IntranetMatters
Offices:
- CH – Klingnau (AG)
- CH – S. Antonio (TI)
Digital * Work * Design

2. 2
HOW FAR HAVE WE COME ?

3. 3
Source: Vin Jones, Business Practices That Refuse To Die #44: Email Trees,
http://www.youtube.com/watch?v=QIqA_YKeboc

4. 4
Hard facts about our current Ways of Working
25
%
Time-loss due to information
overflow and interruptions
29
%
Reduction in organisational
performance
63
%
Managers taking business
critical decisions w/o the
right information
3h Time spent searching per
week (other sources: up to
2hrs per day!)
20
%
Usage of talents, ideas and
experience of employees
85
%
Employees who could be
more productive if work was
better organised
62
%
Companies that don’t trust
their own information
82
%
Outdated, inefficient,
ineffective ways of working
(from emp. perspective)
10
%
Employees that master their
IT-tools
70
%
Customer interactions that
lack critical informationen

5. 5
Sources for previous slide
1. Basex: “Information Overload: Now $900
Billion – What is Your Organization’s
Exposure?”, 2008,
http://www.basexblog.com/2008/12/19/infor
mation-overload-now-900-billion-what-is-
your-organizations-exposure/
2. Capgemini, 2008 (as cited in: Stephen E.
Arnold, Martin White: Successful Enterprise
Search Management)
3. Capgemini: “The Information Opportunity
Report“, 2008,
http://www.uk.capgemini.com/news/pr/pr16
05/
4. IntraFind/Datacom Research, 2013,
http://www.intrafind.de/de/unternehmen/do
wnload-
center/index.php?page=category&cat_id=59
5. Internal survey among ABN Amro Bank‘s
100'000 employees
1. Workplace Productivity Report,
http://www.stuff.co.nz/the-
press/news/8928152/Digital-stress-
overwhelming-workers-study
2. AIIM Industry Watch: „State of the ECM
Industry 2011”
3. Ricoh: «A New Perspective: Ricoh Document
Governance Index 2012»,
http://thoughtleadership.ricoh-
europe.com/chde/anewperspective
4. Jeff Fernandez: “How the 'Digital Skills Gap'
Bleeds $1.3 Trillion a Year From US
Businesses”, 07/2014,
https://smallbusiness.yahoo.com/advisor/39-
digital-skills-gap-39-bleeds-1-3-
103000171.html
5. Omega Management Group Corp. and Coveo:
“The Knowledge-Driven Support Organization
and its Impact on the Customer Experience”,
2011, http://www.coveo.com/en/resources-
and-
videos/Harsh_Realities_for_Contact_Centers?
mkt_tok=3RkMMJWWfF9wsRoluqzBZKXonjH
pfsX64%2BQsWKeg38431UFwdcjKPmjr1YEHT
8R0dvycMRAVFZl5nQ9XDOWa

6. 6Picture credit: Steve Kay, „Bored“, http://www.flickr.com/photos/nifmus/2385966735/

7. 7
Intranet and Digital Workplace Maturity Stages
LevelofWorkOptimisation&BusinessValue
LevelofIntegration,Culture-dependency,Requirements,…
Time&Maturity
1. Generation:
Info-Intranet
Passive
“Systems of Record”
2. Generation:
Work-Intranet
Active
“Systems of Engagement”
3. Generation:
Digital Workplace
Integrated
“Systems of Context”
Generation 4+:
The Future
Pro-active
“Systems of Intent”
Stephan Schillerwein, version 1.6 –
Licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License
Simple
Medium
Advanced
Generic Social Collaboration and
Process Support
Advanced and specific Social
Collaboration and Process
Support
…
…
Communication & Information
Infrastructure
& Cross-system
functions
ca. 80 %+ of all
Companies are
still here
ca. 15 % <5 %
Scope & Use
Cases
? Success ?

8. 8Picture Credits: Ed Schipul «silver bullet», https://www.flickr.com/photos/eschipul/4160817135/
Technology is not a …

9. 9
What are the right
digital tools for
your internal
communication
strategy?

10. 10
WHAT IS SUCCESS ?

11. 11
Lets ask Dilbert …
Source: http://dilbert.com/strip/2012-10-29

12. 12
Success is the by-product of focussing on …
Real Value for all Stakeholders!
(Stakeholders = People)

13. 13
Some examples

14. 14
Barclays
Best mobile Intranet came out
of …
… Digital Business
Transformation
17’000 «Digital Eagles» take customers,
potential customers und co-workers
into the digital world.
Video: https://www.youtube.com/watch?v=Tymv-6XO5JU

15. 15Source: Intranet Summit

16. 16
Catholic Church in the Canton of Zurich:
From Paper to Digitalisation of core process in 1 Step

17. 17
Deutsche Post DHL: Social Extranet
Source: Daniel Pankatz, IOM Summit 2013

18. 18
HOW DO WE GET THERE ?

19. 19
Worst Practise #1
Assumptions!
Not involving those who
it is for or involving
them, but asking the
wrong questions!
Ford’s «Faster Horses»

20. 20
If you ask the wrong questions…
• Wrong answers!
• Wrong decisions!
• Weak arguments!
Plus: it can take a long
time until you notice…

21. 21
Don’t start a [Digital Tool of Choice] project!
Operations: Go Live, Use & Sustain
Phase 4: Build & Implement
Stream a: Technology Stream b: Content & Structure Stream c: Organisation Stream d: Change & Adoption
Phase 3: Prepare & Design
Roadmap Solution Concepts Organisational Concept Change & Adoption Concept System Evaluation
Phase 2: Explore & Envision
Analysis Vision & Strategy Business Requirements
Phase 1: Project Initialisation
Project Scope Project Setup
Phase 0 (Pre-Project): Business Case & Strategic Direction Plan
xPhaseA:Project&ExpectationManagement
xPhaseB:Communication
Stephan Schillerwein, version 3.0 –
Licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License

22. 22
Pre-Project: understanding what it’s really about
Understand
what’s there
Understand
the Business
Discover
Patterns
Create a
Blueprint for
the Future of
Work

23. 23
Some data about what you will discover when
asking the right questions …

24. 24
High potential in work based on digital tools
2% 6%
20%
72%
Time spent with IT-based work (emp./d)
<1h
1-2.5h
2.5-4h
>4h

25. 25
Knowledge Work is the most widespread type of
work
22%
78%
Process Work (blue) and Knowledge Work (green)
Sacharbeit
Wissensarbeit

26. 26
Broad spectre of problems and potentials
82%
73%
71%
66%
67%
68%
63%
66%
0% 20% 40% 60% 80% 100%
(1) INFORMATIONEN & DOKUMENTE
(2) ZUSAMMENARBEIT, AUSTAUSCH & CO.
(3) SELBSTORGANISATION & ARBEITSMANAGEMENT
(4) PROJEKTE
(5) PROZESSE
(6) ORGANISATORISCHE LEISTUNGSFÄHIGKEIT
(7) MITARBEITERZUFRIEDENHEIT
(8) UNTERNEHMENSKULTUR
Skala: Relevanz des Value Drivers ist …100% = geschäftskritisch, 80% = sehr hoch, 60% = hoch, 40% = mittel,
20% = niedrig, 0% = keine

27. 27
Root-causes on all layers of an organisation
38%
37%
26%
SHARED VALUES
STRATEGY
STRUCTURE
SYSTEMS STYLE
STAFF
SKILLS

28. 28
About every 2nd problem cannot be adressed by
technology
57%
43%
Intranet
NON-Intranet

29. 29
1st Generation isn’t an option at all, 2nd just an
intermediate step
5%
14%
46%
34%
1%
1. Generation
1. Generation - teilweise
2. Generation
3. Generation
4.+ Generation(en)

30. 30
Typical minimal time loss and potential for
raise in productivity
40min/employee/day
30
20
Time lost
Productivity potential
Real raise in productivity

31. 31
With a foundation like that, it is even possible
to overcome what happens in each digital
project …

32. 32
What a typical Digital Project looks like
Pre-Project Specification Implementation
Scope & Benefits
Expectations
Usage

33. 33
How to overcome this situation
Scope & Benefits
Expectations
Value Drivers
Productivity
Core Behaviours
Project as Pilot of New Work
Biz-focussed Strategy
Value based Use Cases
Target Groups
Value based System Evaluation
CostValue Ratio
of Functionalities
Driving Adoption
Controlling of Value
 Holistic Approach focused on Work Practises not Workplaces, Work Tools, Channels, etc. 
Pre-Project Specification Implementation Usage

34. 34
A [Digital Tool of Choice] needs Transition
on all Layers
Today (Current State)
Shared Values
Strategy
Structure
Systems
Style
Staff
Skills
Future (Target State)
Shared Values
Strategy
Structure
Systems
Style
Staff
Skills
The «7S» as definied by McKinsey («The McKinsey 7S Framework»)
Requirements, Solution Concept,
System Evaluation, …
Business Case
Change Management,
Culture, Ways of Working,
…

35. 35
A LOOK AT THE
MARKETPLACE AND SOME
TOOLS

36. 36
«Digital Internal Comms Tools» doesn’t even exist
as a market segment
IntranetCMS
All-in-One
Portals
«On Top»
Products
Intranet Suites
ECM
Social
Collaboration
Workflow &
BPM, ACM
Integration
Layers
Other Systems
with Intranet-
Functions
…
Each box contains dozend or even hundreds of vendors

37. 37
But some market segments matter more than
others …
= potential core systems
= potential «add-on»-systems
IntranetCMS
All-in-One
Portals
«On Top»
Products
Intranet
Suites
ECM
Social
Collaboration
Workflow &
BPM, ACM
Integration
Layers
Other
Systems with
Intranet-
Functions
…

38. 38
Don’t try reducing complexity by
oversimplification
© Gartner: Magic Quadrant for Social Software in the Workplace

39. 39

40. 40
Discover many innovative examples
http://www.gilleran.net/internal-communications-apps-social.html
Screenshots taken from (from top to bottom):
https://www.hipchat.com/ , http://www.waggl.it/how-it-works ,
https://weekdone.com/ , https://www.vocoli.com/

41. 41
But please keep in mind:
Find out which Use Cases matter to your people
5% 5%
1%
5%
4%
1%
3%
10%
9%
9%
3%
4%
1%
2%
2%
4%
1%
2%
4%
1%
4%
7%
1%
6%
3%
1%

42. 42
COMING BACK TO THE
ORIGINAL QUESTION

43. 43
How do we integrate the
potential of digital and social
technologies as what they
are – enablers of new ways
of working – into our internal
communications strategy?

44. 44
Questions ?
Thank you !
Digital * Work * Design

45. 45
About Stephan Schillerwein
 Extensive experience (15+ years) in Digital Media
and Information Management, specializing in
Digital Work Design through Intranets, Social
Collaboration and Digital Workplaces
 Formerly Online and Intranet Manager at several
large enterprises and Director at the Intranet
Benchmarking Forum
 Business computer scientist – speaks language of
“both sides”
 Author, conference speaker, seminar trainer, …
 Partner of the Worldwide Intranet Challenge
Intranet & Digital
Workplace Advisor
120+
Projects
60+
Clients
0
Vendor
Contracts
1
Global
Net-
work