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Deck for a Webinar presented to an online audience for the Society for Technical Communications (STC) in August 2010. Outlines use of socially-focused solutions for support and internal communications.
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STC Webinar: Social Solutions for User Support and
CommunicationsAugust 11, 2010
Agenda
Introduction
Background and context
Case 1: Support wiki for worldwide CMS
Case 2: Editorial project communications for marketing and content managers
What we learned
Future plans and takeaways
Questions
Introduction
Ken EftaCo-founder and Principal Consultant, Allyis, Inc.
Twitter: @kenefta
Background
Some Background: does this sound familiar?
Background
Our client: – Large software and services firm
– Central marketing/sales management global field offices
– Case 1: Globalized Web Content Management (WCM)
– Case 2: Marketing Campaign Strategy and Execution
Internal, enterprise-only (not consumer-facing)
Background
Didn’t set out to build a social solution
Thought of our solutions as “provisional applications” to solve problems
Background
Very little budget for travel, in-person training
Field productivity was key Leveraged SharePoint 2007
(and SharePoint 2010)
Background
Cultural issues Resource constraints in the
field
Support Wiki for Web Content ManagementProblem: • Central publishing support team
running custom WCM system AND supporting the field users
• Migration onto globalized WCM platform from disparate WMC platforms
• Complex WCM content inheritance and localization models
• Varying levels of content and technical expertise
• Lack of knowledge sharing between field offices
• Word-based documentation
• Geographically distributed
• Language and cultural barriers
Goals: • Save $$
• Save time
• Get field sites on-boarded
• Communicate WCM features that would best help field be productive
• Better engagement and communication with field
Support Wiki for Web Content Management
Solution Description: Support Wiki for Web Content Management
Results: Highlighted key design issues and pain points with WCM
onboarding; mitigated some field perceptions and frustrations Gained insight into best practices and workarounds innovated by
the field; leveraged these field-based successes Reduced support and onboarding costs: helped users help
themselves Justified budget for process and tool improvements
• Moved operations and training materials from Word doc in a SharePoint Library to a SharePoint 2007 wiki
• Documented all FAQs, learnings, and workarounds on wiki• Paired in-person training and conference calls to evangelize wiki as
a place to get training, post questions, and share field insights
Solution Description: Support Wiki for Web Content Management
Support Wiki for Web Content Management
Support Wiki for Web Content Management
Editorial Project Communications
Problem: • PMO received several content and
campaign questions each day from stakeholders and the field
• Data was there, but “locked” in a system that required a special tool
• Large time commitment to track down comprehensive status
• Difficultly in helping the field prioritize and localize content
• Geographically distributed
Goals: • Save $$
• Save time
• Create transparency into content strategy
• Create traceability into management of site and campaign assets
• Assist field in prioritizing their localization investments
Editorial Project Communications
Solution Description: Editorial Project Communications
Results: Dramatic drop-off in number of questions to PMO Increase in field productivity due to better visibility, prioritization Additional investment in data entry allowed for quicker production
of campaign kits used by the field Help to identify unused and low value content (~2000 pages of
content ~300)
• Leveraged an import utility to migrate all transactional task and project data into set of SharePoint lists
• Created custom list views showing editorial best bets, in-flight campaigns, and project status
• Required some additional data entry from publishing team to ensure that all publishing assets could be traced back to a given campaign
Editorial Project Communications
Editorial Project Communications
Editorial Project Communications
Editorial Project Communications
What We Learned
Removing barriers to information
Helping two-way, network-based communications
Automating processes
Key Social Concepts
P = PeopleO = ObjectivesS = StrategyT = Technology
Groundswell Charlene Li, Josh Bernoff
Key Social Concepts
Weak Social vs.
Strong Social
“The Strength of Weak Ties” http://en.wikipedia.org/wiki/Mark_Granovetter
Key Social Concepts
Nielsen’s Participation Inequality: 1:9:90
http://www.useit.com/alertbox/participation_inequality.html
Future State
Better reporting to monitor usage and take action/outreach
Greatly improved wiki functionality in SharePoint 2010
Social Features (Commenting, Rating, Tagging, Status/Activity Feeds)
Experiments with Microblogging
Business Connectivity Services
Questions