This document discusses breaking down silos between experts and content governance. It tells the story of how rock and roll brought experts and their content out of silos and into connected governance. 89% of IBM clients make purchase decisions based on technical content, with a new decision maker entering late in the process. Guidelines are discussed for social media, websites, communities, and more, with the goal of dispersing control over content as experts age.

1. Cross-silo governance for
content gone
WILD!!!
Marie Girard & Peter Gilliver
– IBM France Lab

3. The story of how rock and
roll brought experts and
their content out of their silos
into the warm, bright light of
connected content
governance.

4. Minimum Viable Doc

5. 89% of IBM clients make their
purchase decision based on
technical content
A new decision-maker enters
the fray in the last 5 –
10% of the buying
experience.
Trial is a dominant
part of the buying
experience.

6. Competition?

7. Panic!

9. Search for energy
efficiency services.
Look at case studies
on the website.
Contact the service
provider by mail.
Follow guidelines to
plan
implementation.
Ask for help when
there are problems.
There are so many
providers out there,
and none seems to
stand out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these resources
I have just what I
need.
They’re always so
helpful.
Search Website Email Community Hotline
Discover Compare Acquire Use Advocate
Engage
Intro
Inspire
Engage
Success
story
Client
referenc
e
Persuade
Contact
form
Educate
Guidelin
e
Support
Support
Forum
entry
FAQ

10. Editor in Chief

11. • Guidelines
• Guidelines
• Guidelines
• Guidelines
• Guidelines
• Guidelines
• Guidelines

12. Guidelines 2.0

13. Cracks in the silos

14. Dispersal with age

16. Planning
and
control
Negotiation
Incrementation
Chaos
Co-creation
Experimentation
? ??? ?????

17. Social media Joe from Marketing Editor’s review + approval Voice and tone + KPIs
Website Harry from Sales Editor’s review + approval KPIs
Community Sally from Product No review KPIs
Website Niki from Support SME review Voice and tone + KPIs
17

18. As I need so that
Jill the Cloud developer a best practice article I feel reassured about data privacy

19. Home