Download - Effective Organisational Comms (updated)
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Effective organisational comms Blending traditional and Web 2.0 techniques
Effective organisational comms Blending traditional and Web 2.0 techniques
Keith De La RueWednesday, 25 March 2009
Keith De La RueWednesday, 25 March 2009
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Outline A toolkit approach to organisational comms
Available tools Understanding the social media revolution
Where are we, and where are we going? Engaging and collaborating
Harnessing Web 2.0 for results Segmenting the audience
Catering to different styles and needs Putting it all together
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How will we do this? Cover a mixture of principles and practice
Multiple sources We all have something to offer
Please all feel free to participate Talk about your own experiences We need to share our knowledge!
Stop and ask questions if anything is unclear
Tell me if we need to move on
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My turn first… Keith De La Rue AcKnowledge Consulting, Melbourne
Knowledge Management, communications, learning
Primary focus on sales force efficiency Knowledge Management role, Telstra
Knowledge transfer on changing business initiatives
Eight years’ experience Successful, widely-recognised KM model
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Quick poll How many of you read blogs? … write a blog?
Personal, Intranet, Corporate web How many use Wikipedia?
Contribute … write a wiki?
Intranet, Corporate web How many on Facebook, LinkedIn, Twitter? Other sites/tools?
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Your turn… What does “organisational comms”
mean? Internal or external focus?
Your objectives for this morning What is most important:
Building a comms toolkit Understanding social media basics Getting results from social media
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The toolkitThe toolkitSomething old, something new…Something old, something new…
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What is communication? Many traditional tools are one-way
“Push” – eg, newsletters, brochures “Pull” – eg, document libraries
Web, Intranets have made richer media available
Some still one-way Newer technologies provide richer
interaction Social Media - blogs, wikis
AllAll have a place…
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The toolkit approach Build a managed program Use a mixture of styles and tools Ensure a common message Coordinate activities Focus on the needs of the target
audience Different media for different targets
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Physical media Bulletin Boards Posters… Newsletters Magazines Libraries Audio, CDs… Video, DVDs
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iRadio Feature-style radio program on CD Short segments Interviews with experts, customers Professional production Can be costly
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Face-to-face Meetings Presentations Roadshows Briefing Focus Groups Training…
What’s the difference?
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Two Hours of Power Focussed face-to-face Sales Training First hour – presentation
Delivered by SME Focus on key messages
Second hour - activity to reinforce key message
Role play presentation, Quiz, Q&A Minimal time-out requirement
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Electronic tools Email
Brief, focussed! Summarise, use links
Audio conferencing… Voicemail… SMS…
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Sales Management Briefing Brief line managers directly on key
messages Audio conference; on-line slide pack Fit into normal team meeting schedule
Maximise attendance
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Voice mail A recorded marketing update message,
broadcast to multiple mailboxes Used in 1994!
A recorded message, with a dial-in number
Needs to be short
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Short Message Service (SMS) Text message with latest update
System outage messages Annual results announcement
Number to call for more detail Load message from a PC, distribute to
list
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Online tools World Wide Web Intranet and portals… Newsletters… Content databases… Audio, Video and multimedia… Web conferencing Online Quiz…
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The Intranet Organisation-Wide Web Like the WWW, may just be online
brochures A platform to support multiple media Needs to be managed to be successful
Development standards, templates Distributed publishing Ownership Usability
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Portals A way to bring together multiple sites Provides structure and focus Links, pull-downs, buttons, tabs Can include feature articles, newsletters May allow personal customisation
Role-based defaults
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Sales KnowHow Bulletin Weekly web-based newsletter Notice emailed to target audience
One-line summary; click through to site front page
Front page has 50-word summary Maximum 300 words per article
Link to document library or other site for more…
Suits time-poor audience Low-volume content – easy remote access Only read items of interest
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Document library – the iStore Content management Accessed by multiple indexes Uses document templates Easy submission by document authors Provides currency management Allows audience feedback Provides a subscription service
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ProductStream Streaming media and slide-show
Both video and audio-only versions Features a Product Manager or expert Scripted content Video – 8 slides, 1,000 words = 7 minutes Audio – 5 slides, 650 words = 5 minutes Format similar to Quick Hit
Includes “How will it help me?” Suits time-poor staff – but need to be at
desk
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Knowledge Bites Weekly half-hour briefing on product
initiatives Voice conference & slide pack on web
conference Two 10-minute sessions, 5 minutes of Q&A Presented by SME Audio recording made, edited down Slides and audio available on the iStore Plus iStore subscriptioniStore subscription
= Podcasting…
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iKnowItAll Quiz Monthly, Intranet-based quiz Five-page Quiz Hit - source document Three-part Quiz
Multiple choice True or False Perfect Match
Score based on correctness and time to answer
Prizes - fun learning Suits desk-based staff; lower take-up with
mobile staff
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Understanding the social media revolutionUnderstanding the social media revolution
Where are we, and where are we going?Where are we, and where are we going?
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Be afraid, be very afraid…“…with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without With or without your permission.your permission.”
Hugh McLeod – http://www.gapingvoid.com/http://www.gapingvoid.com/
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Discontinuous change Many technology improvements have
been gradual There have also been times of dramatic
change The transistor Integrated circuits Internet WWW Social media…
How much change?
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A change in perspective Is the future just an
extension of the past?
How much are we like Holland?
Do you remember South Wales?
No longer part of the “old country”
A new territory
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What is the economy? An economy of scarcity
IP must be protected at all costs Win-lose
An economy of abundance Knowledge must be shared at all costs Win-win
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Discontinuous change Your view of all this determines how you
see today’s world and Intranet 2.0… “Did you know?”
http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
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Social computing“Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.”
Euan Semple, http://www.euansemple.com/
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Engaging and CollaboratingEngaging and Collaborating
Harnessing Web 2.0 for resultsHarnessing Web 2.0 for results
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http://en.wikipedia.org/wiki/Web_2.0
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Web 2.0 Move from 1:many to many:many Definitive products:
Web 1.0 – Netscape, system-dependent Web 2.0 – Google, ubiquitous
Move from hierarchies to networks Move from online brochures to
interaction The rise of prosumers
Intranet 2.0 – Enterprise 2.0
Tim O’Reilly - http://tim.oreilly.com/
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The new world Blogs, wikis, RSS and more… Push and pull boundaries blurred Opens up the organisation Complex media for a complex
environment Requires a new way of thinking Most software low-cost or free
But challenging for corporate IT!
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Your challenge Which of these would be useful in
your organisation? What would the benefit be? Who would see the benefit? If you are already using them, how can
they be improved? Make notes as we go through…Make notes as we go through…
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Every blog has its day WeWeb logb log = a diary on steroids
Can include text, images, multimedia Originally a single author, personal diary
Can be shared authorship; dialogue through comments
Chronological organisation; more permanent Edited anywhere, online Cheap – open source or commercial
WordPress, Movable Type, Typepad “Blogs are useless drivel”?
Might as well say “Paper is useless”
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http://www.nowwearetalking.com.au/http://www.nowwearetalking.com.au/
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http://www.blogs.marriott.com/http://www.blogs.marriott.com/
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The corporate blog?
http://www.dilbert.com/
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Blogs in internal comms Use to build a community or dialogue
Is blogging the new water-cooler? Knowledge sharing - and opinions!
Need something to say, time to update Needs trust, not control CEO “chat” Disney cable – “Shiftlog”
Global technical operators US University library
News, event management, facility use End of the “typing pool” paradigm?
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Tags Simple categories or key words User-defined - “Folksonomy” Each item can have multiple tags Commonly used in blogs Introduced to email by Gmail Used by Flickr to tag images Can use to generate a “tag cloud” Del.icio.us – social book-marking
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Tags and taxonomy A taxonomy is like a concrete footpath
Not frequently changed Tags are more like tracks in the grass
More worn the more they are used What is the best thing to do with grass
tracks?
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RSS – ‘Real Simple Syndication’ Web feed of blog or other content
News feeds User-defined subscription
Can reduce email network load Users establish their own priorities!Users establish their own priorities! Needs a “feed-reader” or aggregator
Built in to IE 7, Firefox, Office 2007 Tools available to convert to email No user software installation
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http://http://www.google.com/www.google.com/ig/ig/
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http://http://www.google.com/www.google.com/reader/reader/
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Podcasting A pre-recorded audio program or
message Allows portability, time-shifting Caters to different learning styles So what’s new?
Simple software and devices Anyone can produce RSS feeds
“Knowledge Bites”
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Videocasting YouTube and the “home video”
revolution
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Online forums Allows all users to post articles Content pushed by email or browsed All users are equal
(But some are more equal than others!) May be moderated
Otherwise, may get out of control – flames, storms
Excellent medium for sharing Serves a Community of Practice Broader range of input and views than
blogs
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http://www.actkm.org/http://www.actkm.org/
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Wikis An online reference source, edited by users "Wiki-wiki" = "hurry quick" (Hawaiian)
Quick to set-up, and supports rapid development
Easy online editing Includes author comments and discussion Lowers barriers to participation
Readily-available software Vulnerability?
“iStore” experience Reliability?
Wikipedia…
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Wikipedia Encyclopaedia Britannica vs Wikipedia
December 2005 Nature magazine’s nature.com comparison
“Can multiple, unpaid editors match paid professionals for accuracy?”
50 parallel reviews of articles from each Eight serious errors, four from each Other errors: Wikipedia 162, Britannica 123
Disputed by Britannica; defended by Nature
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Wikinomics – harnessing prosumers More than “customisation”
Too limited; need early engagement in design Losing control
Let customers make own innovations, or they leave
Better than ceding the game completely Become a peer
Don’t make products, innovate ecosystems Share the fruits
Customers want a share of the ownership Eg – Second Life
Don Tapscott & Anthony D Williams
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Wikis in organisations Good for experts to build a body of
knowledge Needs encouragement for input
Or critical mass? Jimmy Wales – “5 to 10 dedicated people”
NAB – Training group collaboration On an externalexternal site…
US Government Enterprise Architecture Conference management - end-to-end Telstra – Project Management for Online
team Email replacement – “Socialtext”
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Our Intranet, the Wiki Janssen-Cilag 300 employees, Australia & NZ Launch budget $11,000 Uses Confluence by Atlassian
Directory integration, attachments Started with pilot on office relocation After 12 months, 184 contributors Content ownership key!
•Nathan Wallace - http://www.e-gineer.com/v2/blog/2007/08/our-intranet-wiki-case-study-of-wiki.htm
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Instant Messaging Managing “presence” across
geographically-separated teams Collaboration Group messages Faster than a speeding email? Mobility applications
SMS
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http://twitter.com/kdelaruehttp://twitter.com/kdelarue
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Twitter 140-character messages
“What are you doing?” “Microblogging” “Group proprioception”
“The ability to sense the position, location, orientation and movement of the body and its parts”
“If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services”
Shane Goldberg, Telstra
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Benefits Networking and collaboration Breaking news Personal development Virtual “water cooler” Mentoring Openness and sharing Shared note-taking Connected when remote
Returning to work
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http://www.yammer.com/http://www.yammer.com/
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Yammer Microblogging for organisations
“What are you working on?” Uses organisation domain for security Opt-in model
Allows control Pro-active support on Twitter!
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http://www.facebook.com/profile.php?id=625634789http://www.facebook.com/profile.php?id=625634789
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Online communities Value
MySpace: $580 million LinkedIn: $1 billion Facebook: $15 billion
Some organisations were blockingblocking Facebook
Some organisations are usingusing Facebook Deloitte has over 17,000 members Directory, expertise location Promoting events Use to build or share apps
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http://secondlife.com/http://secondlife.com/
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Virtual Worlds 3D representations of real or imagined
landscapes Members use “avatars”
Second Life Public spaces and private spaces available ABC and BigPond use externally
Supports use for organisational training IBM Tertiary institutions Mixed results
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http://www.telstraenterprise.com/http://www.telstraenterprise.com/
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Implementation and availability Software readily available
Free or low-cost – RoI with low “I” “Failure” not a financial loss
Hosted or DIY sites readily available May be IT issues
Compatibility with existing systems Firewall issues
Edit content anywhere, with no software install
Mobile device access and apps The iPhone revolution
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Discuss WhichWhich of these would be useful in your
organisation? WhatWhat would the benefit be? WhoWho would see the benefit? If you are already using them,
howhow can they be improved?
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Segmenting the AudienceSegmenting the Audience
Understanding needsUnderstanding needs
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What’s missing from this picture?What’s missing from this picture?
It’s all about people!
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Know your audience Identify and understand target audiences
Know the culture Natural tendency to share Role and functions Geographical diversity Access to technology Affinity for technology
Know how to cater to needs of each audience
Build tools to meet the needs and learning styles
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Target audience needs Management, Executives
Time-poor, need headline items only Desk-bound sales representatives
Simpler products, quick online access Mobile account executives
On the road, time-poor; have remote access Specialists
Detailed content, more technical – specific fields
More likely to share with one another
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Target audience needs City – country
Different priorities Geographical Dispersion
Local considerations Global organisation
Language, culture Age
Cater to different world view and practices What are your segments?What are your segments?
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Know your message Set communications objectives
What results do you need from each audience?
Make sure they know exactly what you are asking for
Understand issues to be addressed Define key messages Use specific slogan or branding Measure success of communications Review and refresh
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Putting it all togetherPutting it all together
Using the toolboxUsing the toolbox
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Choosing from the toolbox Stakeholders define priorities, set objectives For each initiative, determine target audience Determine tools to be used, based on needs:
Audience Company strategy
Deliver a program of activity, eg: Sales KnowHow Bulletin, Briefing, ProductStream iStore Content Training – 2HP
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Including the new tools Set the agenda with blog articles Improve engagement through online
discussion Real change starts from the inside
Use podcasts for key announcements Allows time-shifted access
Leverage expertise sharing with wikis How can you use your toolbox?How can you use your toolbox?
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Principles for social media TrustTrust - you don’t need to control everything Understand your communities Anticipate audience needs not yet fully
articulated Don’t let the security police put you off Don’t get stuck with the conventional
wisdom Experiment! Outcomes may not be direct or
obvious in advance
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Why social media? Enhances face-to-face networks Increases personal connections between
staff Encourages sharing and connection
Producer/Consumer boundaries blurred RSS allows consumers to establish own
priorities Push and Pull concepts less clear
Supports rapid changes in priorities Relevant info is distributed more quickly Creates an information base over time
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The benefits of social media Engaged audience - people feel “heard” Better, quicker access to needed
information More benefits from knowledge sharing Organisational access to staff knowledge
and ideas Easier to find right people quickly Innovation much more rapid Personal ties lead to retention Improve connections across geography
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A social computing Product Lifecycle 10-stage process Web Strategy Theory
The corporate website is becoming less relevant Web marketing has spread off your domain and
Google results Prospects trust the opinions of existing
customers As CoPs assemble, your brand is decentralised
Used at Hitachi Data Systems Now advising at Forrester
Jeremiah Owyang - http://www.disruptiveconversations.com/2007/09/jeremiah-owyang.html
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So who does it? Forester, June 08
“Social Networks will Augment HR Strategies” Recruiting, alumni programs, mentoring,
learning, collaboration, and connecting people “Professional networks are the backbone of
business” http://blog.connectbeam.com/blog/2008/06/forrester-http://blog.connectbeam.com/blog/2008/06/forrester-
repor.htmlrepor.html
Peter Kim, Oct 2008 “234 Social Media Marketing Examples” http://www.beingpeterkim.com/2008/09/ive-been-http://www.beingpeterkim.com/2008/09/ive-been-
thinki.htmlthinki.html
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Royal Bank of Canada Intranet 70,000 staff - only 1% reading printed
comms Largest share of costs 91% preferred online
Developed INsite – online newsletter Driven by regular feedback from staff Debates, suggestions, content rating, polls Virtual editorial board of 300 staff
Saved over A$340k pa in 18 months Increased staff engagement significantly
http://www.melcrum.com/
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Social Media Manager, BT Decentralised Intranet, 100% accessible “Encouraging every employee to believe
they can make a difference” Social networks included in Business Drivers BTpedia, blogging, collaboration, podcasting Social networking – do, create, innovate,
change Focus on value, not risk Start early, start small, build slowly
Richard Dennisonhttp://www.slideshare.net/InsideOut/international-employee-communications-summit-2008http://www.slideshare.net/InsideOut/international-employee-communications-summit-2008
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The home-baked approach IBM building in-house versions
Blue Twit – twitter Beehive - Facebook Dogear - Del.icio.us (favourite sharing)
Beehive has 30,000 users (May 2008) Including top executives
Assist with geographically dispersed teams Strengthen staff ties Aid with knowledge sharing and innovation
http://www.businessweek.com/magazine/content/08_22/b4086056643442.htmhttp://www.businessweek.com/magazine/content/08_22/b4086056643442.htm
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Stepping outside… Training group collaborating on an
external wiki Facebook as a corporate expertise
directory Private network – for free
What is the cost of people working What is the cost of people working in isolation?in isolation?
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The inductee How do connected Gen Y round pegs
fit into the organisational square hole? … they probably feel that their
arms and legs are being cut off! Imagine if you were not “allowed” to use
email! “People want to use their favourite
technologies at work. They're satisfying themselves and not waiting for IT.”
Dennis Moore, SAPYahoo! News – 19 June 2007
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http://delarue.net/blog/2008/03/found-car/http://delarue.net/blog/2008/03/found-car/
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Overcoming the challenges What are your challenges? How will you address them?
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Objectives Have we met your objectives?
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Questions?Questions?
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Thank You!Thank You!
[email protected]@delarue.net 0418 51 76760418 51 7676
Blog: Blog: http://acknowledgeconsulting.com/http://acknowledgeconsulting.com/
Twitter:Twitter: @kdelarue@kdelarue
[email protected]@delarue.net 0418 51 76760418 51 7676
Blog: Blog: http://acknowledgeconsulting.com/http://acknowledgeconsulting.com/
Twitter:Twitter: @kdelarue@kdelarue