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E-mail's fate in an Enterprise 2.0 world

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You almost can't not evoke Shakespeare's "Hamlet" when you think about the future of e-mail. "To be, or not to be: That is the question." Indeed. With Enterprise 2.0 continuing to gain momentum in the enterprise, there's growing discussion that e-mail might be on its way out the revolving doors, usurped by social media technologies.

But let's not be so hasty. When was the last time you used e-mail? Two seconds ago? Is it opened on your computer right now? How much of your day is still consumed by e-mail? I rest my case! E-mail continues to be an integral way we communicate and do business, and it's not going away anytime soon. But it is evolving.

E2.0 won't abolish e-mail. It will change the way we use it. The editors of CMSWire invited our CTO Phil Green to expand on this notion in a contributed article, which they posted last week. So I encourage you to flip over to CMSWire to pick up where I leave off here, and see what Phil's take is on the future of e-mail in the enterprise.

Thanks again to CMSWire's editors for taking Phil's piece!

Best of the Inmagic blog 2010

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This is one my favorite things to do on our blog. At the end of the year, we like to look back on the year's top posts. It's always interesting to see what captured our readers' attention the most. It tells us what drove your interests this year, and what has shaped and impacted your world as information professionals.

So here are our top 10 posts of 2010, driven by you, our readers. Thank you for keeping us at the top of your reading list. And to all of our guests who were featured in our top posts, thank you for helping us bring insightful musings to our readers.

We look forward to continuing to inform your interests and bringing you more useful content in 2011. So please feel free to let us know what you want to hear about in the new year. We're here to serve your information needs, so don't be shy!

Drum roll please!

10. Why SharePoint 2010 is not a panacea

9. No standardization for E2.0 is its blessing and curse

8. How to sort multi-entry fields in DB/TextWorks

7. Google Wave all washed up

6. 'Twas the Night Before Christmas: The Info Pro Version

5. Oscar Berg explores our future with Enterprise 2.0

4.  Five reasons knowledge workers are unproductive

3.  Ross Dawson dishes on E2.0; plus your chance to win his new book!

2.  Metrics for measuring Enterprise 2.0 adoption and ROI

1. Social media is challenging notions of the DIKW hierarchy

What are your thoughts on our list? What do you think it says about you and your 2010? And more importantly, what does it indicate about 2011?

And while you're pondering that, we wish everyone a Happy New Year from all of us at Inmagic!

Will social networks kill e-mail?

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That's the question our own Phil Green explored last week on air with Michael Ray Dresher, host of "Dresher After Dark." Many in our industry see e-mail losing its stature as one of our primary forms of communication in the next 10 years. As companies increasingly adopt Enterprise 2.0, we'll instead be using real-time social networking technologies to communicate and collaborate.

Phil and Michael dove into the implications of this during their interview, including how it could change the way we do business. Tune in to catch their interview. It begins about 12 minutes into the clip. Thanks again, Michael, for having Phil on air!

Association 2.0 webinar Q&A: What's the difference between Web 2.0 and Web 3.0?

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We've come to the final stretch of our questions and answers from our Association 2.0 webinar. Up until now, we've focused on how social media technology applies to associations. But what's beyond the 2.0 era?

The semantic Web, or Web 3.0, has been increasingly gaining momentum as the next iteration of the Web. And like Web 2.0 technology, we see Web 3.0 technology coming the enterprise -- and in fact, parts of it are already in place.

But what is the semantic Web exactly? And how does it differ from the social Web? Read on for our response.



What is the difference between Web 2.0 and Web 3.0?

Inmagic says ...

This is an interesting and complex question. Although parts of the semantic Web are already here, many Internet experts believe it is still a ways off. And some technology professionals believe we need to get through Web 2.0 before we get to Web 3.0. But one thing's for sure. The semantic Web is continuing to move from an abstract concept to real-world utilization.

Web 2.0 is about dynamic, rich, interactive content. It's driven by shares, views, likes, ratings, comments, etc. The semantic Web is driven by the meaning of that content. It puts content into context, describing the relationships between things (A falls under the category of B) and the properties of things (like size, weight, price, etc.).

Content and information fuel the semantic Web. This is one way we're seeing the semantic Web carrying over to the enterprise. Companies are increasingly using meta tags to enhance their information repositories.

However, meta tagging falls short of achieving the semantic Web objective because it's not domain specific. What we see missing in the enterprise still is a technology known as the "fielded wiki." Fielded wikis allow domain-specific information to be added to the system. The key to effective fielded wikis is adding information that can be rapidly found and easily understood by other users in the proper context.

Semantic Web technology will be another important piece of the E2.0 pie, letting users dynamically discover and consume information, which becomes critically important for productivity.

For more on how Web 3.0 technology could impact associations, see this article, "The Next Traditions of Associations 3.0," from the AssociationNOW blog.

In sum: Semantic Web technology will be another important piece of the E2.0 pie, letting users dynamically discover and consume information, which becomes critically important for productivity.

'Twas the Night Before Christmas: The Info Pro Version

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Every year, we send out holidays cards. This time around, something in me sparked some extra creativity (or silliness. You be the judge!). I wrote a poem inspired by the old classic, 'Twas the Night Before Christmas.
'Twas the night before Christmas, and all through the cloud,
There was not a tweet posted, no one was "working out loud."
The software was purchased and implemented with care,
In hopes that social technologies would make us all share.

The project teams stopped scrambling and scratching their heads,
They found the information they needed, then dragged their tired a$$es to bed.
With sales off the phones and finance done with their stats,
Everyone had just settled in, for a long online chat.

Then what did appear on the flat screen before me?
A Social Knowledge Network, and an online community.
I searched the new content and found experts like a flash,
I collaborated, and rated, and added value to my "favorites" stash.

Now, HR! Now, product development! Now, sales and marketing!
On, end users! On, management! On, CXOs in the executive wing!
From top-down vetted content, to bottom-up socialization,
Collaborate! Communicate! Share your knowledge creation!

I sprang to my office, to give my team a whistle,
And we become more productive. You could hear our ideas sizzle.
I heard our CEO exclaim, "You guys are dy-no-mite!"
Social Knowledge Networks for all, and to all a good night!"
But we couldn't stop there. We turned it into a book -- well, an e-book, that is!
But here's the icing on the cake. We coerced our CTO, Phil Green, to wear a Santa hat and recite it on video.



Hope it sparks a smile -- or laugh! (Come on, humor us ...) Hope everyone has a wonderful holiday season!

David Weinberger predicts the end of the Internet

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David Weinberger
We know David Weinberger as a renowned futurist and business visionary. We probably know him best as the co-author of the Internet marketing bestseller, "The Cluetrain Manifesto."

But David, whose life's work has focused on how the Internet is changing human relationships, communication, and society, is now predicting the Internet's demise. You can listen to it all in our podcast interview with him, or get the full transcript.



David made some provocative, yet hard-to-argue-with propositions about the end of the Internet as we know it -- and why it might have happened already.

He also argued why miscellany benefits us in our digital world, and why authenticity is meaningless, the subject of his latest book, "Everything is Miscellaneous."

He challenged the use of the word "community." And he revealed the premise behind his forthcoming book which he plans to title "Too Big to Know."

Click play above to hear it all. For more from David, you can read his blog, JOHOtheBlog.com, and follow him on Twitter @dweinberger.

Thanks again, David, for taking our interview.

Association 2.0 webinar Q&A: How fast are members adopting social technologies?

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Associations have to be where their members are. And increasingly, that involves the growing number of online communities, forums, and discussions. Where does the association industry stand in its efforts to engage online and manage its social media strategies? Peter Hutchins from ASAE gave us his perspective during the Q&A session of our Association 2.0 webinar.



Any sense of adoption rates across the industry, or among your members? Are there any segments adopting faster or slower from your perspective?

ASAE says ...

That's really a hard question to answer when we're talking about so many different tools. Each tool has the potential to have higher or lower adoption within certain subsets of our community.

Facebook is a great example. More "social" people seem to be interacting with Facebook, with each other, and with us. But we're also seeing those typically less socially inclined gravitating toward LinkedIn, which is a system where ASAE actually has an ROI instead of an ROE.

We are gaining four or five members a month off a notion that in order to be engaged in the conversations on LinkedIn, you have to be a member. Twitter is an entity that early adopters are gravitating towards quickly, regardless of age. Social engagement is really more about the type of individual than an age range.

It's very interesting to see how things redirect and change for us. Even conference to conference, the level and/or the type of interaction shifts. But my answer really comes down to: It depends. Probably not the answer you're looking for, but I think that's how the tools in the industry relate, or rather, what the tools in the industry are reflecting these days.

In sum: Social engagement is really more about the type of individual than an age range.

Association 2.0 webinar Q&A: Why did you opt to use Presto over SharePoint?

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Many companies want to foster collaboration across their organization. Often, one of their first steps in going about this is to look at what technologies they can deploy to increase knowledge sharing and teaming. Microsoft SharePoint is usually top of mind.

But while SharePoint continues to be one of the most popular platforms for enterprise content management, many organizations find SharePoint is not a panacea. They face challenges managing content, consolidating information silos, and supporting the IT resources and development costs involved.

That's why many companies are integrating complementary, third-party applications with SharePoint to better leverage specific SharePoint functionality that suits the way they work, as well as enables them to get more out of their technology investment. And others are steering away from SharePoint all together.

HRPA can speak from experience. When it sought a way to foster knowledge sharing and collaboration, it looked at SharePoint. But it also looked at Presto.

During our recent Association 2.0 webinar with HRPA, the association's Chris Larsen and Corrina Mason told us what went into their evaluation process, and why they decided to use Presto and not SharePoint to meet their business needs.



We are thinking about using SharePoint for collaboration. Do you use SharePoint? If so, why did you use Presto instead?

HRPA says ...

When we were considering Presto, I reached out to the Special Library Association (SLA) list serv, and I asked other librarians what they thought. The response was that Presto was a good application, and I did have some in-depth conversations with people about their implementation processes.

I also asked about SharePoint, because a lot of special libraries use SharePoint, and from a librarian standpoint, it's actually an imperfect tool. It's not as easy to use or navigate. I went on the recommendation of others that Presto was actually a better application for our members to use.

To further elaborate, we are also a Microsoft Canada reference account. We are a SharePoint and Microsoft Dynamic shop. But in this particular case, Presto is optimized for exactly what it's supposed to do. If we had tried to do this with SharePoint, it would have taken a lot longer and it would have been a lot costlier.

At the end of the day, it's hard to believe that we would have ended up with anything that works as well. Based on employee feedback, it was snap to learn and use. Now, I like SharePoint, but I wouldn't exactly call it a snap to learn and use, so we're very happy with the decision that we made.

In sum: If we had tried to do this with SharePoint, it would have taken a lot longer and it would have been a lot costlier.

Association 2.0 webinar Q&A: What staff is needed to administer Presto?

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HRPA's Presto-powered Resource Centre
During our recent Association 2.0 webinar, HRPA's Chris Larsen and Corrina Mason showed us their new Resource Centre, a searchable online HR knowledgebase that's powered by Presto. They were asked during our Q&A session about what staff is needed to administer their Resource Centre, and what IT resources were required. Read on for their response.



What staffing requirements are needed to administer your Presto application? Specifically, can you comment on IT support resources required?

HRPA says ...

The Resource Centre at HRPA has two information specialists who are able to keep up with demands. During the implementation we hired a library assistant, and that was helpful for getting the system up and running, and ensuring that we had the right content and clean records.

Originally, we thought we might have to hire incremental staff because the turnaround time on member inquiries at the time was just unacceptable. That has changed completely and we’re able to manage it with existing staff.

From an IT involvement point of view, our IT manager spent roughly 25 hours working on this project, which is about three-to-four days of his time. So over a nine-week period, a nominal amount of his time was spent on the implementation.

Now that the system is up and running -- and it’s running on our servers -- we have some additional integration work in terms of migrating social media tools from where we were to where we want to be. But it’s insignificant, frankly.

In sum: Over a nine-week period, a nominal amount of IT’s time was spent on the implementation.

Association 2.0 webinar Q&A: How do you decide what content to socialize?

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Associations are information-centric organizations. Social technology is changing the way associations share and manage this information. But does that mean all content must now be socialized with comments, ratings, and other social tools? Is social knowledge management an all-or-nothing initiative?
 
Peter Hutchins from ASAE gave us his response during the Q&A session of our Association 2.0 webinar. Read on for his perspective.



You talked about "democratization of content." There are some pieces of content we simply want to publish as fact or policy. Any tips for balancing both?

ASAE says ...

I truly believe that making content available is a balancing act -- and this ability is an association's greatest asset to its members. You can create an environment that fulfills everyone's needs. You can have research-based content with authoritative answers or benchmarking information, but you can also have members able to comment on designated information to add meaning or value within their organization. And not everything needs to be socialized.

In sum: Making content available is a balancing act -- and this ability is an association's greatest asset to its members.

Enterprise 2.0 best practice: Unite internal collaboration with external communication

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2010 has seen Enterprise 2.0 go from an abstract term to a more concrete practice area. Companies have deployed E2.0 pilots and are measuring and analyzing results. Information professionals are beginning to identify what's working and what's not.

In our experience working with organizations around the globe, we've seen some commonalities begin to emerge among what our clients consider successful E2.0 implementations. Those common threads are the formations of Enterprise 2.0 best practices.

A big one we're seeing is to unite internal collaboration with external communication. The editors of CMSWire recently invited me to contribute an article covering this. They published it this week, and you can read it now online.

In my article, I talk about how many organizations still have internal collaboration with staff and external communication with customers as mutually exclusive operations. But with the advent of social technologies, many are finding real benefit to having both internal and external groups operating under the same umbrella.

In my article, I paint an example of how this would play out in a product life cycle management (PLM) scenario, and explain how you can integrate collaboration and communication to foster innovation, information discovery, and more effective business practices. Thanks again to CMSWire for taking my piece.

Inmagic named EContent 100 company

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One of the industry's leading trade publications has recognized the work we've been doing this year to help companies improve the way they manage knowledge. The editors of EContent Magazine have named us to their EContent 100 List, the magazine's annual compilation of companies that matter most in the digital content industry.

EContent Editor-in-Chief Michelle Manafy had this to say: “The need to integrate social tools into the business landscape is growing, and Inmagic continues to play a key role in enabling organizations to help achieve their business objectives.”

Thank you to EContent's editors for recognizing us! If you're interested in more details on the award and how companies were chosen, read on for our press release announcing the news.



Inmagic Named to EContent 100 List

Award recognizes Inmagic as a company that matters most in the digital content industry

WOBURN, Mass.--(BUSINESS WIRE)--Inmagic®, a company that enables non-technical business users to create and manage Social Knowledge Networks through its application, Inmagic® Presto, today announced it has been named an EContent 100 company by the editors of EContent magazine. The EContent 100 is the publication’s list of the 100 companies that matter most in the digital content industry.

“This year’s winners were chosen based on innovation and the ability to meet customer needs,” says Michelle Manafy, Editor-in-Chief of EContent Magazine. “Companies use Inmagic Presto to improve the way they organize, manage, and share content and knowledge across all parts of their organizations. The need to integrate social tools into the business landscape is growing, and Inmagic continues to play a key role in enabling organizations to help achieve their business objectives.”

Presto sits at the intersection of enterprise search, social technologies, and information access and discovery, enabling information professionals to create KnowledgeNets -- combining top-down vetted information with bottom-up social intelligence for a 360-degree view of information assets. By merging content with social tools such as ratings and commenting, Presto helps companies meet the need for better collaboration and increased knowledge retention in the workplace.

This award adds to the company’s list of industry accolades this year, with Presto named as a KMWorld Trend-Setting Product and a Company that Matters in Knowledge Management, both for the second consecutive years. Organizations that have adopted Presto include The American Society of Association Executives (ASAE), The Human Resources Professionals Association (HRPA), NASA, The National Endowment for Democracy, R.V. Anderson Associates Limited, The San Francisco Symphony, and The Lincoln Center for the Performing Arts.

Association 2.0 webinar Q&A: How did HRPA measure the ROI of its Association 2.0 strategy?

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Measuring the ROI of an Association 2.0 strategy varies from organization to organization, depending on its business objectives.

Take HRPA for instance. The organization's Chris Larsen and Corrina Mason shared how they measured the ROI of their Association 2.0 implementation during our Association 2.0 webinar.

Their Association 2.0 approach included a new Resource Centre, a searchable online HR knowledgebase that's powered by a Presto-supported Social Knowledge Network. Read on to learn the ROI they're now realizing.



Can you comment on your ROI expectations? Do you have any coaching to help measure the return on investment of your initiatives?

HRPA says ...

We applied a number of different metrics to measure ROI. First, we know approximately how many of our members renew in any given year. With the introduction of our Resource Centre and the new tools that we have provided our members, we saw a significant uptick in terms of our retention. So we had a payback in less than two months -- just in terms of subscription cost and the incremental membership fees from people who may not otherwise have renewed.

In sum: We had a payback in less than two months -- just in terms of subscription cost and the incremental membership fees from people who may not otherwise have renewed.

The best managers manage by leading

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Great management or great leadership. What would you say is more important? It's a tricky question when you really think about it.

Holly Ross recently wrote a post on associationTECH comparing managers to leaders, and got the wheels turning about whether we need more managers or more leaders to run successful businesses.

On one hand, you need leaders to help set the vision and strategy, but you can't have too many leaders so that nothing gets done. You also need good managers to execute the vision. She concludes "... great management without leadership simply won't be effective in our current climate."

I agree with Holly. As I explained in my comment on her post, in general, you need both great leaders and great managers. However, one special case is when we live in changing times, like now. In times like these, I believe leadership trumps management.

Many industries, from associations to newspapers to pharmaceutical companies, are undergoing tremendous change due to economic conditions. We need strong leaders to rise up, set the goals and agenda, and guide us to the light at the end of the tunnel.

But what separates an average leader from a great leader is their ability to ensure that their organization can follow where they lead. Great leaders set realistic goals. They put the proper support system in place to achieve those goals.

And I think that's where great managers come in. Great managers are part of that support system, and they manage by leading their teams within the limits of the overall strategic direction.

A good example of this is the video that Holly included in her post. It shows how the "first follower" supports the leader by leading others to the overall goal of getting everyone to dance.



In essence, a great leader and a great manager are actually very similar. They are not necessarily mutually exclusive. A great leader can be a great manager, and a great manager can also be a great leader. And in changing times, you need leaders, and you need managers who can manage by leading.

Association 2.0 webinar Q&A: How do you gain C-suite buy-in for Association 2.0?

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Like any new organization-wide strategy, Association 2.0 requires support from individuals throughout the company. Executive leadership buy-in is key to helping roll out and sustain the initiative.

But it's often hard to gain. How can you convince your C-suite that Association 2.0 will benefit the company? Let's take a look at how Peter Hutchins from ASAE did it. He gave us some insight during the Q&A session of our Association 2.0 webinar.



Mustering executive level buy-in to support the idea of "Association 2.0" is one of our challenges, any tips in getting executive leadership engaged?

ASAE says ...

This is definitely a common question that many associations have. And while I don't believe there is a one-size-fits-all scenario, I think that first and foremost, sharing and reporting on the comments and conversations that your community is having online is a good way to help the management team really understand the value of collaboration.

On top of that, I think all associations have a leadership role to play here. There is an opportunity for associations to help members to figure out the benefits of social tools. Having a conversation about Association 2.0 is a great opportunity to engage with members, show value, keep up with issues the community deems as pressing, and play a role in determining where the community is going tomorrow.

These are all good starting points for a discussion with senior management about the power of Associations 2.0 as demonstrated through real-world examples.

In sum: There is an opportunity for associations to help members to figure out the benefits of social tools.

Take your strategy and stuff it

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I don't know about you, but right about now is when I start stressing out about Thanksgiving. This has nothing to do with traveling (although, I'm really glad I don't have to fly this year). It also has nothing to do with shopping, being crammed into close quarters with in-laws, outlaws, and other friendly-but-unsettling family members. This is about stuffing.

Stuffing is unlike any other Thanksgiving tradition. Think about it. You will probably have turkey in some form at other points during the year. A turkey sandwich, turkey pot pie, a turkey burger. You might break out the cranberry sauce with a nice roast chicken. You might even have a Jell-O mold. (But I'm not sure why.)

But how often, other than the last Thursday in November, do you have stuffing?? You probably don't. That's why stuffing is the "it" item at the turkey table for me. It's like the Cabbage Patch Kid or Zou-Zou pet of Thanksgiving. Which is where the stress comes in. There is never, ever, enough.

T-minus one hour to dinner and I start scoping out the kitchen to get an idea of just how much stuffing we're dealing with. Is there stuffing only in the bird? Well that's a curse of death. If you're lucky, your host made an extra batch that might get you through first helpings. And good luck if you're at the end of the serving line. There could only be a few scraps of bread, some sage, and celery bits left. It's quite tragic.

I know at this point you're wondering, where, pray tell, is our E2.0 moral of the story? I have one, and here it is: It's about strategy. You cannot approach the Thanksgiving feast without a strategy to ensure you get all the stuffing you need to hold you over until next year. Similarly, you cannot approach E2.0 without a strategy to ensure you achieve all your collaboration and productivity hopes and dreams.

My Thanksgiving Day feast all about the stuffing. Turkey, mashed potatoes, sweet potatoes. They're all mere garnish for the stuffing! I hope you too find your "it" item at the Thanksgiving table. And to make sure you get it, bring you're A-game and a solid strategy. A SWOT analysis is a good place to start -- for your dinner and your E2.0 plans.

Happy Thanksgiving from everyone at Inmagic!

(By the way, for more fun Thanksgiving chatter, see David Gewirtz's guide to surviving Thanksgiving. It got a few chuckles out me! Thanks, David.)

Association 2.0 webinar Q&A: How do you control your social media communications?

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Picking up today with another question and answer from our Association 2.0 webinar. We're continuing to look back on the questions raised in our webinar, and sharing responses and viewpoints from our guests -- Peter Hutchins from ASAE, and Chris Larsen and Corrina Mason from HRPA -- as well as from our team here at Inmagic.

Today we look at a common concern for many organizations when it comes to social media -- how do you control the dialogue and message that's spread using these social media technology?



Any concerns over loss of control over message/dialogue by implementing social media features? Any liabilities?

HRPA says ...

Ours is a professional association, and all of our members are bound by a code of professional conduct and ethics. They see this particular media [Presto] as a performance enhancement tool for them, for their HR practice, and just for the sharing of ideas and issues.

There have been a few instances recorded where people got carried away with their opinions. I think that's just the nature of social media -- you're going to have emotion associated with some of the dialogue. But overall it has not been a problem for us.

ASAE says ...

The idea of control is one of the past. Our members are using social tools, and having conversations whether we like it or not. We can either choose to listen and engage with them, or allow them to become disgruntled because they feel we're not listening or communicating with them.

A member's perception of engagement is highly important to every association out there. At ASAE, we know that within your first year, we have to get you engaged with our staff, our community, and/or our products and services. Otherwise run the risk of you not renewing. And if members are all using this tool and talking about us, the very least I should be doing is listening.

But again, the idea that we could control things is antiquated. We have the responsibility to encourage valuable conversations. And for the most part, we find that the communities, members, and people are respectful of other individuals and their ideas. It's a small world, and most recognize that being too aggressive could lead to an awkward scenario at a future employer, networking reception, or even an event.

Inmagic says ...

Socialization by definition means a loss of control over your messaging and dialogue. Many organizations have come to realize that the loss of control is more than offset by the learning achieved through open dialogue with customers and members.

We all need to answer a simple question: Do we want to know what our members think? If the answer is yes, then we must use social media to enable the dialogue.

Additionally, you can think about it this way. The conversation is already happening, whether you are part of it or not. So by implementing a socially enabled community, you are able to participate much more vibrantly in the conversation, and in fact influence it and ensure your message is heard.

In sum: The idea that we can control things is antiquated. We have the responsibility to encourage valuable conversations. And for the most part, we find that the communities, members, and people are respectful of other individuals, and their ideas.

Association 2.0 webinar Q&A: How many resources are in your library?

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Coming at you with another question and answer from our Association 2.0 webinar. Our guests from HRPA, Chris Larsen and Corrina Mason, were asked how big their knowledgebase is.



How many resources/docs are in your library?

HRPA says ...

We have about 3,000 articles that are cataloged and available. We also moved over records from our entire collection of books and binders, including all of the physical materials that we have at our Resource Centre library. The bulk of it is available through Presto now, but the sky is the limit. As long as people keep providing us with content, we will keep making it available to our members.

In sum: As long as people keep providing us with content, we will keep making it available to our members.

Human nature's effect on E2.0

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We've talked on our blog about how we view organizational culture as one of the key ingredients of Enterprise 2.0 adoption. A culture of knowledge sharing is crucial to spreading E2.0 across an organization, and, as a result, addressing pain points surrounding productivity and collaboration.

We also believe another key component is having the right social technology to support knowledge sharing. It needs to be customizable so organizations can tailor it to meet their business objectives.

But what other factors could be important? Eric Norlin brings human nature into the mix in this recent post on the Defrag Blog. He argues that if we're going to have a discussion about culture, we must have a discussion about human nature.

He writes, "... any discussion of 'human nature' is so nuanced, so philosophical entangling, so old as the hills that philosophers have been debating it for (literally) thousands of years -- that it’s just silly for us to step in, make a bunch of easy assumptions about human nature and then move on to solving 'the culture problem.' You can’t talk about 'sharing' or 'collaboration' or 'incentives' in an enterprise setting without running into this thicket of nasty presuppositions."

I take this to mean that we cannot assume everyone naturally wants to share their knowledge and collaborate. Human nature is complex. And so Eric asks, "Can E2.0 overcome human nature?"

But I don't know whether that's the right question. Can you overcome Mother Nature? Temporarily, maybe. But probably not in the long run. A better approach might be, "Can E2.0 and human nature coexist?"

Any time we try and bulldoze Mother Nature we eventually, and inevitably, suffer the consequences (global warming, polluted rivers and oceans, adverse health effects, etc.). Likewise, trying to bulldoze human nature with E2.0 will also eventually, and inevitably, cause less than desired side effects.

Humans are naturally sharing and good, seeking to benefit those around them. However, those same humans can also be self-interested, egotistical, and arrogant. Therein lies the challenge. E2.0 can help draw out the good, but it must also be able to handle the bad. That's where an understanding of your own culture, people, and management is crucial to achieving E2.0 harmony.

What are your thoughts?

Association 2.0 webinar Q&A: How do you handle copyrighted material from outside sources?

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Moving along today with another question and answer from our Association 2.0 webinar. For a refresher, we're revisiting the questions raised in our webinar, and sharing responses and viewpoints from our guests -- Peter Hutchins from ASAE, and Chris Larsen and Corrina Mason from HRPA -- as well as from our team here at Inmagic.

This time we explore what you need to know about storing and using copyrighted content in your Social Knowledge Network.



How do you handle copyrighted material from outside sources?

HRPA says ...

For all of the third parties whose information sources or documents we index, we have written understandings that we will credit copyright. And in fact, with our premium sources, essentially what we publish are excerpts. So we're probably generating sales leads for them as opposed to eroding their business opportunities.

Inmagic says ...

Anytime you post copyrighted material for distribution you must have permission of the copyright owner. In the United States, there are allowances for "fair use."

For example, you may utilize copyrighted material if the use is not something reasonably anticipated by the copyright owner and does not damage the copyright owner's market. Fair use is a very gray area of copyright law and is in flux depending on precedence. We suggest that you contact your lawyer for additional guidance.

One other way to handle copyrighted material is to link to it, if it's available online from the publisher. Then you provide easy access, but because you have not added the material into your site, you avoid copyright issues.

In sum: Have written understandings with third parties whose information sources or documents you index, and credit copyright.

How E2.0 unveils the wizard behind the curtain

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There's something to be said for face-to-face interaction. And I'm going to draw an analogy from one of the greatest films ever made, "The Wizard of Oz."

In the story, Dorothy, The Scarecrow, The Tin Man, and The Cowardly Lion beseech The Wizard to help them with their unique needs. They need his knowledge, wisdom, and guidance. But he's a busy guy, ruling Oz and all, and he has some requirements of his own.

He first tasks them with killing The Wicked Witch of the West before helping them. And yet, it wasn't until little Toto unveiled the wizard that he stepped up and granted them their wishes.

I think the story of "The Wizard of Oz" illustrates the points Ron Miller recently made in a Fierce Content Management article.

He writes, "Today's workers are more disconnected from the company than ever. Spread out by distance, sometimes even without an office, these workers are looking for a way to connect to their fellow workers like never before, and this is especially true for knowledge workers who frequently require contact with other employees to get their work done."

I agree with Ron's assertion that e-mail today is easily ignored. Traditional e-mail, as well as the phone, essentially let workers hide behind the curtain.

Of course it is much easier to ignore an e-mail from, say, Sally, someone you've never met from halfway across the country, than it is Joe, who sits one cube over. But the point is, this mode of communication does not support real-time, rich knowledge sharing.

How many times have you said, "It's nice to put a face to a name?" Nothing will replace a face-to-face meeting, even E2.0. We're just too human for that.

But E2.0 does bring us closer -- whether through social profiles, video conferencing, blogs that demonstrate personality, or on-the-fly instant chat. These all give us windows into the man or woman behind the curtain, which in turn allow us to start making connections that are the building blocks for more substantial and productive relationships.

Wasn't The Wizard so much more agreeable and willing to help once Toto called him out? You could say E2.0 is calling us all out, and encouraging us all to step up and share our individual expertise with those who need it.

Association 2.0 webinar Q&A: Are wikis the best forum for collaboration?

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A lot of great questions were raised during the Q&A session of our recent Association 2.0 webinar. We were able to get to many of them, and we had some interesting discussions. But there's much more to talk about than what we could possibly fit into the limited time we had for Q&A.

Luckily we have a blog to help us out. :) We've gathered all the questions that were raised, including those that were addressed and those that we couldn't get to.

Our Inmagic team has being mulling them over. We've assembled our thoughts, along with the answers that our guests -- Peter Hutchins from ASAE, and Chris Larsen and Corrina Mason from HRPA -- had given during the webinar. And what we've created is a collection of 12 questions about Association 2.0 with in-depth responses.

We'll be rolling out each question and answer over the coming days and weeks on our blog. Our hope is to provide you with a deeper dive into each question with a well-rounded response with a variety of industry perspectives.

We bring you our first question and answer today. You can follow our Q&A roll-out, as well as other Association 2.0 discussion by bookmarking our Association 2.0 tag.



Are wikis the best forum for collaboration? If so, do you still need Facebook and Twitter? How much time is needed to develop and implement a corporate wiki or collaborative site?

ASAE says ...

I don't believe that there's any one tool that suits everyone's needs, and I don't believe there's any one tool that's perfect. For example, Facebook has an interesting story simply because of its widespread use. The statistics are staggering. The average user spends more than an hour and a half on Facebook per day.

In the context of what we do, being present on Facebook is important for gaining mindshare from our members. And it's not about competing against the wiki, it's about incorporating ASAE into a more constant role within the life of our members. If they're willing to spend 50 minutes a day connecting with people talking about the association community, we want to be part of that.

However, just because you're using a wiki, doesn't mean you don't need to be using Facebook or LinkedIn. There are just different people who like to connect in different ways.

We spend a lot of time talking about the 1.9.90 rule, which is out of every 100 people, there's one person who's willing to create wiki entries, add, and update content. There's going to be nine people that are willing to rate and review it, and the rest are going to be merely lurkers who want to see what's available.

That's more of a reflection on general society than any one industry specifically. The bottom line is that we just have to be engaged with tools where a large percentage of our members are talking.

Inmagic says ...

Collaboration is a big area, and I don't think you can look at a single technology (wikis, forums, content ranking) to solve a widespread challenge. My suggestion is to first identify areas for improvement, and then look for an appropriate solution.

For example, I may want to improve the ability to locate and ask questions of subject matter experts within my organization. Or I may want to enhance the creation of new product ideas.

In general, wikis promote a specific kind of collaboration. Broadly speaking, information sharing of known items. Wikis are not especially useful for discussing issues and/or asking questions of the community.

And wiki's don't work very well for information that is controversial, as the pages are edited and re-edited to reflect the opposing views, rather than promoting a conversation and then gaining consensus. In addition, wiki's do not accommodate fielded information well, so if the information you wish to publish is fielded, then a wiki might not be appropriate.

Regarding Facebook and Twitter, both are interesting social networking tools, and serve a specific role. However, when building a content-driven, collaborative community, they are not very useful for managing and storing content. Therefore, their key role is often to make more people aware of the content community that you have built.

Looking at a range of socially enabled tools will help build collaborative environments. Blogs are good for certain types of collaboration, discussion forums for others, wikis for yet others. Each has its place.

One of today's dominant needs is to move discussions out of e-mail and into a technology that distributes and preserves knowledge generation for others in the organization. Typically e-mail is a one-to-one communication that is not preserved for sharing.

In sum: The bottom line is to be engaged with a number of tools where a large percentage of your community is talking.

Four new challenges for Enterprise 2.0

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The industry is increasingly seeing Enterprise 2.0 take hold as more organizations accept, understand, and adopt social technology behind the firewall. In fact, Andrew McAfee reported on his blog that he felt like he was "preaching to the converted" for the first time in a recent presentation to enterprise CIOs.

"As I listened, I realized that a fundamental shift had taken place: these executives were no longer talking mainly about their concerns, hesitations, or reasons for caution around Enterprise 2.0; instead, they were talking about their frustrations that their companies weren’t moving faster toward it," he writes.

I agree that Enterprise 2.0 has evolved greatly 2010. It was only about a year ago that we were trying to figure out how we even define Enterprise 2.0. We've since deployed pilots, measures results, and identified what worked and what didn't. We're now setting our Enterprise 2.0 agendas for 2011.

A year ago, our challenge as an industry was to come to some sort of consensus on what Enterprise 2.0 is. We were faced with determining whether it could even provide value to us. Now that organizations have resolved that stage, and are now increasingly deploying Enterprise 2.0, the industry is starting to face a new set of challenges.

Klint Finley, a Writer for ReadWriteEnterprise, took a stab at identifying three of them. Flip over to his article to get his perspective.

While I agree with his take, I have to add another item to the list: responsibility. I explained my rationale for this in the comment I left for Klint. Basically, I believe organizations have a certain responsibility to find the right mix of processes and tools that will make E2.0 a success for them, and help them meet their business objectives. More on this in my comment.

Ask yourself as well, what challenges are we facing today regarding Enterprise 2.0? How do these industry challenges compare to what you're facing personally in your organization?

How and why ASAE and HRPA are deploying Association 2.0: our webinar transcript

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Last week, we posted our Association 2.0 webinar archive. Today we bring you the complete transcript, proofed for readability and clarity.

Our guests -- Peter Hutchins from ASAE, and Chris Larsen and Corrina Mason from HRPA -- did a great job detailing how and why their organizations are deploying Association 2.0. Keep the transcript handy to reference something from our webinar archive, or add it to your notes on how associations are using social technology behind the firewall to meet their member services and other business objectives.

Up next: Deeper commentary and more perspectives on the topics discussed in our webinar. Stay tuned!

Candid camera strikes Inmagic?

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One of our customers, Gulfstream, recently sent the Inmagic team some custom T-shirts for a job well done. They wanted to get a group shot of everyone, but no one could figure out how to work the camera because it takes still shots as well as video. Well, apparently the camera was set to video, and no one knew it was recording. We didn't get a picture out of it, but we did get a few laughs watching this video. C'est lavie ...

See market's first Association 2.0 initiatives: our webinar archive

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We had a great turn out for our last webinar, Associations 2.0: Organizational Evolution Through Social Collaboration and Community Building. Thank you to everyone who joined us! We hope it was a useful and informative session.

As a result of the webinar, we're going to be rolling out a series of additional educational resources over the coming days. First up is our webinar archive. You can now download and watch the complete webinar at any time.


Our webinar covers some of the first initiatives the market is making in Associations 2.0. The American Society of Association Executives (ASAE) and Human Resources Professionals Association (HRPA) are helping shape this emerging trend by incorporating social media technology into their business processes to improve knowledge sharing, productivity, and collaboration.

In our webinar, you can watch a guided tour of HRPA's public-facing Resource Centre, a new searchable online HR knowledgebase that's powered by a Presto-supported Social Knowledge Network.

You can also hear ASAE's perspectives and impressions on industry trends, the impact of the social movement on associations, and how they can use these technologies to meet business objectives surrounding member support and patronage.

If you have any feedback or questions about what you see in our webinar, feel free to leave us a comment here, or send us an e-mail.

Also stay tuned to our blog for upcoming resources related to our webinar, including our webinar transcript, the questions and answers from the webinar Q&A session, plus deeper commentary and expertise from our team. Keep your eyes peeled!
UPDATE: Here's the full transcript.

It takes a village to run Enterprise 2.0

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We're getting old. Sighhhhhh.

That's probably one of the last things you want to be reminded of, but recently I got to thinking about how our aging workforce can be used to our advantage as we work to deploy Enterprise 2.0.

I was reading this ZDNet article by Oliver Marks, in which he talks about how we can use technology to foster family cohesion and and help keep the elderly productive.

"Given that modern families, like modern business, are increasingly distributed, we can look at the innovation from companies like Apple and Cisco in a new light as enablers to the new (older) generation," he writes.

But rather than continuing to focus on the us vs. them generational divide debate, why not capitalize on our generational strengths, instead of using them against one other?

Gen Y is considered the Internet Generation or Facebook Generation, characterized by its "natural-born" expertise in digital technologies, media, and communication. Gen Yers are known for their inventiveness and propensity to rewrite the rules.

Gen X, truth be told, is a heterogeneous bunch. It's considered the PC Generation, living through the Dot-com bubble's growth and subsequent burst. Some also characterize Gen Xers as a generation that rejects rules, is practical, and multitasks well.

And baby boomers are known for their rejection of the institution and bringing about major social change. They're marked by their independent thinking and worldly views.

So what if we let Gen Y focus on the latest technology, Gen X on networking, and boomers on imparting a lifetime of knowledge and experience?

One group is not better equipped to lead or execute a business plan than the next. But given the opportunity to collaborate, each generation can educate and mentor others, resulting in a cross-pollination of ideas, experience, and knowledge.

It takes a village to run a successful business. A rainbow of skills, expertise, talent, from a range of ages. The same holds true for E2.0. A successful E2.0 strategy can thrive with cross-generational collaboration.

Bill Ives calls Presto "great example" of collaboration and content management integration

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Phil and I recently had the pleasure of demoing Presto 3.5 to KM blogger and thought leader Bill Ives. We took Bill through all of our platform's new features, including the Discussion Forums, Report Generator, extended single sign-on (SSO) capabilities, and overall performance improvements.

It was a great meeting. Getting feedback from someone as entrenched in the KM industry as Bill Ives is valuable to our future development efforts. In fact, Bill shared his impressions of Presto on his blog this week.


"I like the improvements with Presto 3.5, especially the ones that address the social side of content management. With enterprise 2.0 we are seeing an increasing integration of collaboration and content management capabilities. Presto 3.5 is a great example of this trend," wrote Bill.

Click over to see what else Bill Ives has to say about Presto. Bill also tweeted about his Presto review.


Thanks again for taking our demo, Bill, and sharing your feedback with us!

Enterprise 2.0: Who's driving the bus?

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We're seeing organizations increasingly put forth efforts to move from tactical Enterprise 2.0 experiments and pilots to strategic Enterprise 2.0 deployments. But to get there, they're trying to determine who should be driving the bus. The C-suite? Middle management? Senior staff? Or someone else?

Dion Hinchcliffe broke down the possibilities recently in a ZDNet article, examining where E2.0 leadership can be found, and why certain roles are well-suited to be in charge of E2.0.

He came to an interesting conclusion. Successful E2.0 leadership "take a village." Professionals from a range of levels are needed to spread the E2.0 gospel and manifest it throughout the organization.

While I agree, and encourage you to give Dion's article a read, I also have to play devil's advocate. As I wrote in my comment for Dion, who leads the E2.0 charge is less important than how it gets done.

Every organization has unique business objectives. As such, every organization should adapt E2.0 to meet them. And that includes who their E2.0 leader is.

Successful E2.0 develops and grows organically from within an organization. It's started and driven by those who are passionate about collaboration and knowledge sharing. If that's the president, middle manager, or junior associate, well, then you have your answer. Ultimately, it comes down to not leading E2.0, but enabling and fostering it throughout the organization.

Buzz off: a grievance against buzzwords

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In our Inmagic newsletter archive from winter 1990-1991, Inmagic founder Karen Brothers voices her distaste for buzzwords.

We've all been exposed to a litany of this over-used terminology. But let's be honest. At the end of the day, it is what it is. We all want to engage in a synergistic evolution of dialogue, but many of us are probably growing weary at the sight and sound of yet another buzzword.

Consider this. There are close to 70 regularly used business buzzwords, according to data on Wikipedia. That's a lot of jargon for anyone to tolerate.

In our Inmagic newsletter, Karen takes a philosophical approach to explain why buzzwords exist and the purpose they serve. She believes we use buzzwords to frame new concepts and give context to emerging ideas.

She uses artificial intelligence as an example, writing, "This buzzword has been around for a while. But what does it mean to the average computer user?....Until [this] technology is in common use, we may continue to argue about what it is. Truth is, most people don't care what it is. And we probably won't care until we see a product which greatly improves our lives, and which waves this buzzword as a banner."

I agree, and I think we see the same scenario playing out with Enterprise 2.0 and the surrounding great debate about what it is, what isn't, and to whom. And love them or hate them, the influx of social-related buzzwords (Web 2.0, social media, the cloud, etc.) is helping drive the emerging E2.0 construct.

In addition, as the article states, it's not the buzzwords themselves that are exciting, but what they can mean for the industry. And when the industry sorts itself out, the buzzwords will become transparent, technology will be a silent partner, and we'll have to worry a whole lot less about how work gets done. And transparency of how we work is, well, buzz worthy.

Give our newsletter a once-over to see what else we were talking about in 1991. And feel free to post a comment. We'd love to hear your thoughts.

No standardization for E2.0 is its blessing and curse

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We've talked a lot on our blog about how there is no right or wrong way to implement Enterprise 2.0. But that can be both a blessing and curse.

On the plus side, E2.0's flexibility gives organizations the ability to adapt it to their business objectives -- which is crucial to gaining positive results. Organizations can use the technologies, develop the processes, and deploy the resources needed to meet their goals.

However, E2.0 can be nebulous. Its subjective definition and lack of guidelines and requirements can make it difficult to understand, let alone introduce into an organization.
 
But, as Ethan Yarbrough recently wrote in a post on AIIM's Enterprise 2.0 blog, "That’s OK; you make up your own mind."

What works for one company doesn't necessarily work for another. You define and measure your own success against your own business objectives. And those can be very different from the next company.

I agree with a lot of the points Ethan makes in his post. He goes on to explain the subjectivity surrounding E2.0 well, so if you're looking for some clarification on the topic, I'd encourage you to give it a read. And to help crystallize the notion, I wrote an analogy in a comment below Ethan's post.

What are your thoughts? How much can an Enterprise 2.0 manual foster adoption, and how much can it stifle it?

One day left to register for free webinar on associations' social knowledge management strategies

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Reminder folks! Our free webinar on Association 2.0 is tomorrow from 2 p.m. to 3 p.m. EDT. Few seats remain, so if you haven't registered yet, make sure you sign up ASAP!

You'll have the opportunity to hear from:

Peter Hutchins, Vice President of Knowledge Initiatives, American Society of Association Executives (ASAE). He'll be discussing industry trends, the impact of the social movement on associations, and how they can use these technologies to meet business objectives surrounding member support and patronage.

Chris Larsen, Director of Marketing and Membership, Human Resources Professionals Association (HRPA).

Corrina Mason, MISt, Information Specialist, HRPA. She and Chris will provide a guided tour of their association’s recently launched Resource Centre, a robust, searchable online HR knowledgebase that's powered by a Social Knowledge Network.

You can register for our Association 2.0 webinar online. For more details on what the webinar will cover, flip back to our blog post about it. See you there!

Inmagic training programs tailored to your schedule

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One of the services we offer here at Inmagic is training tailored to your schedule and role in your organization. We've found that customers like to learn how to use our software in a variety of ways, so we've created several training courses that we provide either online, or in person at your location. They include:
  • Presto Content Administrator
  • Presto Technical Administrator
  • DB/Text Library Suite
  • DB/Text Web Publisher Pro
  • DB/Text Works
Our Inmagic partners are certified trainers in our software too. So wherever you're located around the globe, we have trainers nearby to get you up and running quickly.

We have a couple of brochures on our website with more information about our training programs, which I encourage you hit if you're looking for some more general info. For customized training or our schedule of upcoming sessions, feel free to call us at 800-229-8398 (for international, 1-781-938-4444), or send us an e-mail to Training@Inmagic.com.

Free webinar: Decide for yourself if Association 2.0 is future or fad

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Reminder folks! Our free Association 2.0 webinar is filling up quickly, so be sure to register as soon as possible to claim your spot.
 
Social technology is re-writing the rules of knowledge management for associations. More effective information management and collaboration is a reality -- indeed, an imperative -- for the success of these information-centric organizations.

This is giving rise to a new trend that's taking on the name Association 2.0. But the jury is still out on whether this is just a fad, or the future of associations. So we put together this webinar to help you decide for yourself.

We wanted to provide a factual account of what's going on right now with associations and how they are socializing their knowledgebases. So we brought in three guests who are making some of the industry's first inroads into Association 2.0.

Peter Hutchins, Vice President of Knowledge Initiatives at the American Society of Association Executives (ASAE), will discuss industry trends and the impact of the social movement on associations.

And presenting from the Human Resources Professionals Association (HRPA) will be Chris Larsen, Director of Marketing and Membership, and Corrina Mason, MISt, Information Specialist. They will demonstrate their association’s recently launched Resource Centre, which is built in a Social Knowledge Network.

Register now to claim your spot, and mark your calendar for Oct. 19 from 2 p.m. to 3 p.m. EDT. Feel free to share the invitation with anyone who you think would be interested too. Hope to see you there!

Long live the listserv or let it die?

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Online communities vs. listservs. For associations, it's a question of sticking with the traditional approach to member communications and networking, or transitioning to a modern, more feature-rich platform. When do you know to give your listserv the boot??

A great discussion about this has been percolating on the associationTECH blog this week. I'd encourage you to flip over to Maggie McGary's post which sparked the discussion, and scroll through the comments. Lots of really interesting insight to read. I also shared my own thoughts on the matter. I take the stance that the key to keep in mind is to map specific features from Web 2.0 to specific, tried-and-trusted tools from Web 1.0. But I'll let my comment, and the rest, do the talking from here. Feel free to add your own too.

Intranets: Why they're here to stay

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This was the title of the Inmagic company newsletter from May 1997. And 13 years later, I think it's safe to say that was an accurate prediction. Intranets have stuck around and have myriad purposes for any given company. For instance, it's used as a platform for communicating corporate strategy, distributing HR materials, deploying new technology applications, storing and making documents available for updates, communicating to end users, etc.

Intranets started simply enough, with a client/server network and a need to share information behind the firewall. Then the standard Web browser became the interface for many types of information systems that hosted corporate data. This was your Web 1.0 world.

But as the need to merge inside-the-firewall activities with outside-the-firewall activities developed, the need arose to aggregate this information and make it accessible in a logical format -- both inside and outside the firewall. And, like icing on the cake, there is now a social layer on top of all of it. Welcome to the Web 2.0 world. And yes, it too, is here to stay. (I'm putting a stake in the ground!)

There is a distinct parallel between the idea of Intranets (Web 1.0) and now the social trend (Web 2.0, which is slightly different for organizations and also known as Enterprise 2.0). But at the heart of both Web 1.0 and E2.0 are collecting, organizing, and making accessible all types of information so employees can collaborate company-wide.

So while the medium might be changing, the business objectives remain the same. Increase productivity and revenue, bring down costs, and make a more efficient organization. And E2.0 is proving it has the means to do just that.

Take a look-see at our May 1997 newsletter to see what else has stayed the same, and what has changed.

The bridge to connect knowledge and workers

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If your company is like most, you have multiple systems and tools to capture, store, find, and share enterprise knowledge. Just to name a few ...
  • E-mail
  • Shared network drives
  • Cloud-based document repositories (e.g., Google Docs, Zoho Docs, etc.)
  • Websites
  • Blogs and microblogs (e.g., Wordpress, Yammer, etc.)
  • Wikis
  • Content management systems (CMS)
  • Document management systems (DMS)
  • Digital asset management systems (DAMS)
  • Corporate library management systems (LMS)
  • Knowledge management systems (KM)
  • Enterprise message boards
  • Enterprise search engines
  • Enterprise portals
  • Enterprise content management (ECM) systems (e.g., Microsoft SharePoint)
  • Enterprise social networking (ESN)
How many of these technologies do you use? But you're probably still struggling to find, organize, and distribute knowledge to the right people at right time. Each system is resulting in an information silo that makes it difficult to manage and share intellectual property with your team and organization. What you have is a disconnect, or gap, between knowledge and your organization's workers.

I contributed a guest article to eWeek recently about this challenge. It's what we at Inmagic call the "information access gap," which you can see illustrated below.


In my article I explain the business realities behind this diagram, and discuss the latest knowledge management thinking to bridge the information access gap and break down the information silos that reduce productivity and efficiency. Flip over to eWeek to give it a read, and let me know what you think. Does this problem sound familiar? How are you trying to bridge the divide between knowledge and your organization's workers?

Oscar Berg's Enterprise 2.0 outlook: The transcript

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Last week we posted our podcast interview with Oscar Berg, Management Consultant of Strategic IT at Acando. He's been working in IT and business innovations for the better part of 15 years, and shared with us great insight into the true value of Enterprise 2.0 and what we can expect to come down the pike in 2011. If you'd rather give our interview a read, here's the complete transcript. Feel free to download and share.

Social technology to become more embedded in the enterprise?

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We've not only been talking about the future of enterprise social technology for the past few years here on our blog, but we've been supporting many global organizations in using it to achieve their business objectives.

These organizations understand how social technology can be used to manage, share, and collaborate on content. But they're not the only ones.

The movement toward the socialization of content is garnering increased attention and analysis. For instance, Joe Shepley recently covered this topic on CMSWire, identifying three new ways we will collaborate on documents over the next 18-24 months.

His analysis is insightful, and I'd encourage you to give it a read too. I thought his article took the discussion about enterprise social technologies from the abstract to the specific, focusing on how we can use social technologies to support improved document collaboration.

I had a few other thoughts for Joe too, which I left in a comment on the article. Give it a read as well, and the let me know if you come to a similar or differing conclusion.

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