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Ami PierceHEAD OF MARKETING & DIGITAL SERVICES

enterprisedigital

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ourecosystem

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“Where should the content live?”

“With @workplace,we won’t need all of these other things…do we even need an intranet anymore?”

“One team wants to broaden access to our

intranet among partners within our value chain.

Another does not. Whatshould we do?”

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“No one has really laid it all out and

told the simple story of how we should be

thinking about this.”

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distilling the message matters most

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COMMUNICATOR AUDIENCE(S)CONTENT TYPES CHANNELS

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COMMUNICATOR AUDIENCE(S)CONTENT TYPES CHANNELS

TOP DOWN

CONVERSATION

TEXT

IMAGES DATA

VIDEO AUDIO

FUNCTION / ROLE IN PROJECT /SPECIALIZED AUDIENCE

EMPLOYEES, CONTRATORS, PARTNERS

BOTTLERS & CUSTOMERS

GEO-TARGETED

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missed messages

SO MANY

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The average amount of time an office worker enjoys between interruptions in the workplace

3MINUTES

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The number of minutes (on average) it takes a an office worker to fully return to a task

23MINUTES

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“We are so accessible, we’re

inaccessible.”LINDA STONE

https://lindastone.net/qa/continuous-partial-attention/

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FACT

we all see the cultural

transformation that technology

can ignite

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making sense of it all?SO…HOW DO WE BEGIN

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GREATER CONTROL GREATER FREEDOM

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Control ladders to higher-order questions of resources & culture

Fromnowon,ourassociatesinfinancecan…

Ithinkthisisunfairforusbecause…

vs.GREATER CONTROL GREATER FREEDOM

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Similarly, shelf-life impacts resources, usability, & productivity

vs.SUSTAINING EPHEMERAL

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Who’scommunicating?• One• Few• Many• All

Tohowmanypeoplearetheycommunicating?• One• Few• Many• All

#ofCommunicators/Responders

Acrosswhattypesofstakeholders?• Team

• InternalAssociates• NEWs• Vendors/Partners/Agencies

• ValueChainPartners• Bottlers• SelectCustomers• AllCustomers

• ExternalStakeholders• Investors• Media• Shoppers• Consumers• Media

AudienceAttributes&Targeting

Acrosswhatlocales?• All• Global• BU• Market

Typesoftargeting• Location• Role(Manager,Individual

Contributor,NEW,Bottler)• Function(HR,Finance,IT)• Other

Inwhattimedimension?• RealTime• Asynchronous• Discrete&Sequential• OnDemand

Time

Withwhatfrequencyistheinfoupdated?• Everyday• Frequently(1xperweek)• Onarecurringbasis(1xpermonth)• Occasionally(1xperquarter)• Annually• Rarely(1+years)

Statusofinformation?• Draft• Revision• Final

Forwhattimeperiodistheinfogood?• Aday• Ephemeral• Temporary(aweek)• Longterm(ayear)• "EVERGREEN"(1yearplus)• Archived

Communicationrequired?• Yes- legallyrequired• Yes- seniorleadersponsor• No- optional

Forwhatpurpose?• Leisurelydiscovery• Wanttoknow/share• Mandatedknow/share• Needananswer/expertise• Needanaction(routing/workflow)• Needadecision• Needhelpwithaproblem• Needtocollaborate/discuss/ideate• Shareafile• Scheduleameeting• Assign/setatask

CommunicationAttributes

DirectionofCommunication?• Outboundonly• Outbound&inbound• Inboundonly

Levelofcustomization?• Singleversion• Adaptedcomms(afewversions)• Customized(manyversions)

OperationalConsiderations

Typesofsupportrequired?• Endusersupport• Publishing• Product• Technical• Required

Publishing• Selfpublished/democratized• Distributedbutnarrow• Centralized

LevelsofControl

Whatdegreeofsecurityisneeded?• Opentothepublic• Targetedbasedonlookalikedata• Authenticated• Authenticated+targeted• Secure• Highlysecure• Uberconfidential(BoardPresos)

Howisinformationcontrolled?• Tightly(1-fewcontrolthemessage)• Loosely• Democratizedinformation

Expiration/deletionrequirements• ??

LevelofResponseExpiration/deletionrequirements• Publicvs.Private• Unstructuredvs.Structured• Controlledvs.Uncontrolled

ContentType&Channels

Onwhatdevices?• Desktop• iPad• MobileSMS• MobileWeb• MobileApp• ConferenceRoomSystem• Phone

• VoiceoverCellular• VoiceoverIP

Inwhatmedium?• Short-formtext• Long-formtext• Audio• Stillimage(Graphic,Pres.,Picture)• Movingimage(Video)• Live(PersontoPerson)

NOTE

this framework reflects only SOME of the dimensions

to consider…

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and start talking PURPOSELET’S STOP TALKING FEATURES AND FUNCTIONS,

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GREATER CONTROL GREATER FREEDOM

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Streamlined focus = greater successGREATER CONTROL GREATER FREEDOM

• Common information• Controlled display• Broad(er) audiences• Longer shelf life of content• May be targeted/personalized• Includes must-publish information

ß- Specific Inputs / Specific Outputs à

• Highly automated• Minimal human

involvement

• Routes between people for action

• Based on a defined process• May create transparency in

who is responsible or what step of the process we’re in

ß Team Based with a Common Goal àß Often organized around a project or collection of projects à

• In addition to documents, collects fast-paced dialog, near real-time conversation

• Focused on key document sharing (budget, calendar, PMO updates, etc.)

• Open dialog, community• Likely supports viral

promotion (sharing), commentary and response

• Algorithms drive what people see rather than human-administered placement

• People connect organically over common interests/topics rather a specific goal

BROAD(ER) BROADCASTNARROW(ER) BROADCAST

GREATER CONTROL GREATER FREEDOMSUSTAINING EPHEMERAL SUSTAINING EPHEMERAL

BROAD(ER) BROADCAST

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THE CHALLENGE

balancing choice against chaos

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Near term, internal community platforms should amplify sustaining environments

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Will evergreen environments persist?

YES! FORSUSTAINED MESSAGES

CONTROLLEDCOMMUNICATIONS

BROADAUDIENCES

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5 possibilities…

EXISTINGECOSYSTEM

FUTUREECOSYSTEM

1. Rationalize2. Be choice-ful3. Set Boundaries

1. Pilot with the end in mind

2. Envision our future

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1. RATIONALIZE

unpack dimensions of tools with similar

purpose to rationalize our offerings and

investment

EXISTING ECOSYSTEM

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2. BE CHOICEFUL

help associates pick FEWER of the RIGHTtools for their specific

PURPOSE.

EXISTING ECOSYSTEM

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EXISTING ECOSYSTEM

3. SET BOUNDARIES

set clear strategies and boundaries

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FUTURE ECOSYSTEM

1. PILOT

with the end in mind

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FUTURE ECOSYSTEM

2. ENVISON OUR FUTURE

define how our ecosystem

will evolve

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thankyou