Transcript Wiki_presentation.20111005

HUB Update – Marketing and Market
Research
Milan Patel, Regional Research Specialist
23 September 2011
Overview
•Why a Wiki?
•Goals & Outcomes
•Status
• Challenges
• The Future
• Interns
Why a Wiki?
Why a wiki?
• Marketing and market research involves significant
management of knowledge (processes, documents, tools)
• Current system (email-DMS) not adequate for purposes
of knowledge management
• Advantage of Marketing wiki
* Proven way of managing knowledge
* Knowledge is instantly available, collaboratively built
* Better navigation, because of better handling of
“Meta-knowledge” (categories, links, structure) &
better search
* Open-source – free, flexible, wide support community
Goals
• Make it easier to find knowledge
* All knowledge linked together in one place
• Make it easier to contibute knowledge
* Reduce the cost, in time and effort, of contributing to
a knowledge center
• Make it easier to manage knowledge (and metaknowledge)
* Tool must allow linkages to other areas of knowledge,
categorization / tagging, monitoring
Outcomes
• Structuring of knowledge in such a way so that all
processes and tools are intuitively delivered
• We can focus maximum attention on delivering new and
value-added product, instead of “spinning our wheels”
• WIKI IS NOT A GOAL OR OUTCOME IN ITSELF
Challenges - Participation
Participation
• RRS Africa and LatAm have contributed nearly all content
• RRS Africa role reduced, because of perception that it
does not meet their needs
* Need for final processes and workflows
* Significant amount of time to contribute to wiki,
compared to Word and Excel
* Marketing Managers do not contribute
* Too much information, not well presented
• In LAC region, Marketing staff are sourcing and deploying
information, but are not actively contributing
Challenges - Process
Process
• Active knowledge management
* Need has always existed to manage knowledge better, but
has not been done (DMS distracts from this purpose)
* Always difficult in initial stages, to clean up the mess of
massive but disorganised amounts of information
* Time and attention needed from Knowledge Manager(s)
• Change of information culture
* Problem of too much information exchanged via email or
Skype
* Change of mentality to shift knowledge communication via
wiki
* Need stronger tools & critical mass of information
Challenges - Personnel
Departure / transition of marketing personnel to less-capable, or no,
staff is clearest direct threat to marketing capacity and knowledge
retention
• Seems to be cyclical
* Perception that marketing is not core to business leads
affiliates to reduce marketing positions, especially due to
drive for cost savings
* Then either their perception of workload & requirements
change, or someone like RRS bugs them to death to get
marketing personnel
• Why a problem?
* Preservation of knowledge & institutional memory
* So local knowledge & efforts are destroyed, reducing
content that can be shared
* OR Incapable of deploying the processes and tools
The FUTURE: Content
• Improvement and management of core marketing content
continues
• Addition of new sets of content
* Social performance (Paul)
– Value added to marketing content by sharing rich
set of processes, tools, knowledge
* Training (Sergio)
– Value added to marketing content by linking to
training and enabling it to be used on the ground
The FUTURE: Presentation
•Currently, easier to find information due to
• Easier search, categorization
• Linkages to other areas of knowledge,
• Tying together of processes, tools, & content
•We need much more
• An interface to support self-guidance and navigation
• Structure around Strategic Marketing Map
• Linkages to other areas of knowledge
The FUTURE: Enhancements
• Support of multiple languages
• Forum
• Semantic Mediawiki, for enhanced data management
* Query systems via SQL
* Source & deploy data
• Support for new areas of content
• Lots of little things
* Export to PDF?
* Read documents in browser rather than download?
* RRS?
* Most visited page?
The FUTURE: Management
MORE TIME AND EFFORT MANAGING CONTENT
BETTER PROCESS TO ACTIVELY MANAGE CONTENT
MORE MANAGERS
ENCOURAGE PEOPLE TO RELY ON THIS TOOL, TO
PRESERVE KNOWLEDGE
Intern positions
Knowledge Management Intern
• Mine existing content across the network (particularly in DMS) and
adapt to wiki
• (Associated action: prioritization of content areas, sourcing of
information)
Technical Intern
•Configure enhancements (Mediawiki extensions) to improve functionality
• (Associated action: specify required enhancements for new content
areas, prioritize along with existing lists of desired enhancements)
Graphic Design intern (?)
• Focus on navigation of site, presentation of information and workflows
through graphical means
• Support affiliates with their graphic design needs
• Work requirement may exist, but not much scope to manage
FIN