1 Million Younglings (January 29, 2011)

Apparently here in the UK there are 1 million people between the age of 17 and 25 not in work or full-time education. Can you imagine the waste? 1 million people not developing and realising the promise of their future? Before I was a teenager I determined that I'd work for IBM when I left school. We'd often drive by Hursley Park near Winchester when I was a kid and I'd say to myself "I'll work there one day". I didn't know what happened the other side of *that sign*, I didn't know there were 2,000 people that worked there. I didn't know they were developing colour screens and disk drives. We're talking late 70's / early 80's.

School, College, Uni…

The point is this, I left school (1979) in an era when the only thing to do for a kid with a slew of 'O' Levels was to go to college and then on to university. But being a self-willed kind of person I told my careers adviser I was going to work for IBM! "Yeah right!" came the reply. Well any way, I did, I spent my first 4 years of employment at IBM. This was partly a function of determination (a story I'll tell another time) and mainly a function of era. A function of an older generation looking at a youngster and thinking: "let's knock him into shape". I cannot remember the guy's name that hired me, he was a kindly old gent, told me I was a rubbish communicator but not to worry, they'd teach me. That was a different era. An era where the older generation were benevolent, they cared, they handed down experience without counting the cost.

It's different now

Young people here in the UK leave school having been processed by a system that treats them collectively as a set of numerical possibilities, that could reflect well on their endless need for statistical improvement. I resent this system. My youngest son is 15 and the pressure he's under to do well is extreme. Why? Because the school he attends wants to maintain its statistical high-ground, their focus is on their needs, not the needs of their students. I resent the damage being done to my son.

No wonder we have a generation of disaffected youngsters. They're the result of a league-table oriented sausage machine. A system that pressures our children for better results than the preceding year for the sake of collective reputation, an ideal held superior to the needs of individual students. In addition, some young people have unrealistic expectations. They've been entertained by machines, difficulties in games are overcome with cheats or codes, boredom has been smoothed away by gadgets. Moving to the work place is going to be a shock: entitlement thinking simply won't work, new behaviours have to be learnt and quickly!

Who gets the best jobs?

Not necessarily those that went to Eaton or even those with degrees. You'll get a job in IT if you're highly motivated, determined to learn even if it means learning by trial-and-error and learning from books. I say this because schools and universities do not invest at a pace that means they're bang up-to-date. You can out-strip them and be useful to potential employers if you have a mindset that says "I can learn without being taught!"

Who gets the best employees?

Employers that choose wisely. Schools, colleges and universities cannot teach experience, drive or ambition. That's our job. As employers we have the responsibility to do two things:

1. Shoulder the responsibility of employing and training young people
2. Choose our trainees wisely

Senior managers focus exclusively on this years profits — and shaping a trainee amounts to a distant ideal that doesn't fit with any contemporary management instruments such as return on investment. We owe young people the opportunity of work and this has to be a conscious decision. We owe young people the opportunity to become the best employees.

PS: On reflection, IBM wasn't my first job. I worked with my Dad from a very young age, mixing reconstituted stone in buckets for the production of garden ornaments and then working on building sites as I got a bit older. Well before being a teenager I used to start diesel concrete mixers, carry 112lb bags of cement and work anywhere from deep trenches to rooftops. I can't think of a better way to inherit a *can do* attitude and thank my parents for putting aside safety concerns in the name of learning.

Related post: http://xjg.co/gerhRi

Content Orchestration & Influence Measurement (January 23, 2011)

Context of C.O.I.M

  1. Content is king.
  2. Conversation is content too.
  3. Open conversation is authentic communication and is therefore trusted whether positive or negative.
  4. Static content — the type often found on organisations' websites is only read by the owner/author and competitors.
  5. Content is more than *marketing sentiments* and supporting images and downloadable stuff.
  6. Listening is only useful when it's converted into actionable insights.
  7. Actionable insights need to feed into business decisions.
  8. Initial contact, engagement and conversation doesn't necessarily have to happen on your website.
  9. Content needs to be placed *where the audiences go*.
  10. Your website should be a subset of your content authoring and analytics activities.

 

Coim

 

Web content management in the traditional sense: I have some websites and I use an XYZ WCM to build them, will necessarily morph. WCM will enable content to be deployed to popular destinations. See sketch above. This is: Content Orchestration & Influence Measurement.

Tips and observations

  1. Increase content creation effort. By how much? An order greater than the effort taken to select a WCM tool and create the look and feel.
  2. Content orchestration takes insight, involve the views of audiences and people that use the Internet on a daily basis.
  3. Current and accurate content is better than highly-polished and out-of-date, reduce the risk threshold.
  4. If the feedback path doesn't exist, build it (see sketch above). There are more gains to be had from a campaign than just *sales leads*.
  5. Overcome obstacles. I recently worked with an organisation that wouldn't use YouTube because IT policy blocked access. Tail-wags-dog!
  6. Be holistic, be open, be urgent, be agile.
  7. Regarding measurement: be imaginative with your data but don't imagine your data.

 

Fair exchange is no robbery (January 14, 2011)

Many, many SMB organisations use MicroSoft Exchange to handle their email. Most of us are in the same boat: Outlook, Exchange, email. Sorted. Well, not quite! Senior managers, here's something your IT boys aren't telling you.

Where you are today?

You back-up you email. Tick.

Everyone is smart, everyone is happy.

Disaster strikes

If you have a disaster: exchange server(s) dies, building dies, SAN dies etc, you may well have a problem on your hands.

Ah, but you have a back-up right?

So, you trot out your tape, feed it into your new server, fully expectant to be up-and-running in, well, not long.

Not so

To restore your back-up to a new server is a huge problem. And this maybe a little surprising. It is do-able: you can restore your back-up to a different server but it'll take time: ESEUtil.exe could take 15 hours to run and then there's other stuff to do before your business critical email is available once more. Why? I have absolutely no idea!

The alternative

Out source your exchange service, put all this hassle with an outsourced organisation and make sure you get a great SLA. And while you're at it, consider saving money by stopping your use of Blackberry Enterprise Server and switch to iPhone, Android or Windows Phone 7, you could save a packet in the process without compromising on functionality or security.

Solution? Remove your disaster recovery headaches, bin your Blackberry's, save some money and sleep better! Outsource MS Exchange. Job done

Is WEM for Local Gov? (January 4, 2011)

I've been thinking about this WEM stuff (Web Engagement Management). And I want to know more: what is it? and who's it for? 5 May 2010, Brice Dunwoodie defined WEM this way on CMS Wire's website.

The 5 Pillars of WEM

Web Engagement Management is a composite concept. These are the 5 parts we consider its core:

  1. Content Optimization
    This include native or tightly integrated analytics, content and experience personalization, multi-variate testing and optimization and SEO.
  2. Multi-channel Management
    Consistency is important and WEM maintains it by delivering the same message/experience to customers across devices and channels both online and offline.
  3. Conversational Engagement
    WEM supports this through communities, user generated content, commenting, trackbacks, micro-blogging, social media integration, analytics, social media monitoring and sentiment analysis.
  4. Demand Generation
    Targeted marketing is huge. With an overall goal of increasing the number and quality of relationships, WEM comes to the aid of demand generators through need recognition, relevancy enhancements and engagement triggers.
  5. Sales Automation
    Love isn't the only two-way street, and as social media analyst Jeremiah Owyang put it, "real-time isn't fast enough." This idea is manifest in WEM in areas like two-way CRM integration, social CRM and e-mail or other campaign integration with the content platform.

Let's do some analysis to better understand if WEM is for Local Government.

Scenario 1

North Somerset Council, my local authority want web-engaged audiences because these audiences can self-serve and therefore reduce contact costs.

Content Optimisation

— Web analytics will confirm what the council knows to be the busy, useful, frequently-used parts of the site.
— Personalisation won't be terribly helpful as assumptions made about my visit could be wildly inaccurate.
— Multi-variate testing? Well this ain't no Tesco or ASDA website and anyway, MV testing is seen as an ongoing exercise, not just a project. And budgets won't stretch even if the benefits were proven.
— SEO? Well North Somerset doesn't have any competitors so SEO, though important, isn't going to get the lion's share of budget.
— UX is not listed under content optimisation, yet it can be treated as a project cost and will yield useful results even if the study is heuristic.

Multi-channel Management

I take issue with the assertion that WEM delivers consistency of message/experience both on- and off-line. Please tell me how that's going to happen? Unless organisations adopt a web-first publishing model I cannot understand how WEM will orchestrate offline publishing or say, an above the line campaign.

Conversational Engagement

The statement: WEM supports this through communities is woolly. Would a WEM solution involve building a community? Or, is this a Facebook connector for example? Put this issue of community definition to oneside and I have to say the remainder of the list is bang-on. For me, conversation is the central pillar of Engagement. The term engagement should as much about conversation as it is about conversion if WEM is to benefit an organisation as much as its audiences. I'd like to think of this pillar as *real conversations between real people* and I hope they occur where the people choose.

Mchannel

Demand Generation

Don't know about this one. Anyone from local government care to comment?

Sales Automation

In a local authority context, Sales Automation could be renamed integration. Systems such as WCM, CRM, Email and Analytics need present a dash board of information about the #topics being discussed, about the citizens involved in discussion and the sentiments of conversations.

Qs

Conclusion

WEM is relevant to local authorities in part. These organisations don't sell and neither do they compete for your business. But they do provide vital services funded by tax payers and they are accountable for the services they provide. A joined-up engagement strategy, under-pined by a sensible collection of joined-up systems will help local government engage with its citizens.

Further scenarios to follow…