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Case Study: An Enterprise Weblog System for Competitive Intelligence
Thierry Barsalou, MD, PhDChief Information OfficerIpsen
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Outline
• Competitive Intelligence at Ipsen
• Case study: The outcome
• Case study: The journey
• Lessons learned and the way forward for Enterprise Blogs at Ipsen
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Competitive Intelligence
Working Definition“A systematic program for gathering, analyzing, and disseminating relevant, timely intelligence about our competitor’s activities as well as general business trends in order to further our own business goals.”
Regulatory rulings
Changes in a rivals pipeline
Surprise new entrants
Introduction of new price controls
Strategic impact of newly formed corporate
entity
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Executing the Intelligence Cycle
Collection
Direction & Planning Analysis
Dissemination
Knowledge-intensive process with geographicallyand functionally distributed stakeholders, with
different permissions, requiring strongcommunication and collaboration capabilities
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Our Solution
• Enterprise weblog solution as the corporate backbone to information exchange in the CI cycle
Traction Software’s TeamPage
• Traction has become a consolidated repository for CI material, analysisand discussion within Ipsen
• Information comes from different sourcesInternal vs. externalHard vs. soft
• Access is potentially available to all staff
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The Outcome
• Enterprise weblog fully launched in February 200515 months of operation
• ResultsFederated collection of 6 blogs now holding a total of over 3700 articles posted andover 640 commentsDeployed to 250 named accounts (Intranet, Extranet, email…), available to 3,500 employees (Intranet)Dialogue around information is increasingContributed to making CI valuable to business decision making Market-relevant communication is moving from email to the blogsServing as a community and repository for knowledge of our business environmentServing as a model for knowledge management and collaboration in the company
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Sample Front Page
Efficient, time-ordered setup
Like a newspaperReverse chronological orderIntuitive to use
Roll-up of key alerts and analysis
Permission aware
Multiple navigation modes
By projects / sectionsBy timeBy keywordsBy specific shortcutsSearch
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Sample Single Article
An “alert”
Links to sources in the blogs
Add relevance and purpose
CommentsAdd further contextFacilitate discussion anywhere any time
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Sample Email Newsletter
A bridge between new and “old” environments
Gets the word outQuicklyConveniently
Permission awareServes all customersAt the same timeWith one product
Key to adoptionHides complexity
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Some Metrics: Page Views by Month
0
2000
4000
6000
8000
10000
12000
14000
16000
Jan-05 Mar-06Jul-05
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Some Metrics: Usage by Country
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Some Metrics: Traffic by Function
20%
2%
43%
10% 12% 13%
R&D Manufacturing Marketing Operations Management Bus Dev
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Our Journey
• CI task force exploredOrganization needs analysisInformation sourcesTaxonomy requirements
• Choice of Traction gave usMature platform with 8 years of development and 3 major releasesFit with CI processes (capture, organize, distribute, comment, analyze, distribute)Best of Wiki and Weblog functions Integration into existing IT landscapeSimple solution with low TCO
• A phased approach ensured successful adoption byAdding visible value at each stepMinimizing training at each stepGradually improving the culture of learning and sharingRefining the solution through stepwise feedback and enhancement at each stage
Cultural issuesExisting IT infrastructureAvailable technology
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Why an Enterprise Weblog Solution
The blog format lends itself particularly well to the type of material and the information flows that we're dealing with while Traction provides enterprise capabilities
From: Collaboration and Wikis and Blogs, Oh My! How Web Publishing Tools Could Change Collaboration - IDC, 2004, #32471
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Reflecting on our Experience
The project had the full support of the CEO Get executive sponsorship
The blog's aims were precise and had been defined after comprehensive analysisHave a clear objective and address specific needs
A detailed project plan (including consideration of high-level issues such as information taxonomy and search requirements) led to definition of a clear, semi-open editorial process
Consider processA slow roll out to a focused user group ensured word-of-mouth evangelization and gradual build up to hard launch
Adopt progressivelyTraining has been kept simple and minimal
Keep training on the social side, stay away from technical stuffIntegration with email and corporate directory helped creating a more seamless user experience
Avoid creating another silo
Forget about Blogs! We have a solution that is simple, accessible and integrated. It just works for our users…
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Next Steps
Broaden usage in collaborative areas
Management of controlled vocabularies
Structured project communication
Information sharing for communities
Knowledge management
…