KM for Marketing, Bill Ives, 4 Paradoxes of KM, Enterprise 2.0 Revisited, Tools for Communities Wiki, Pleased but Not Satisfied

  1. Direct mail, email, and voicemail messages
  2. Websites
  3. Links from other websites
  4. Conference calls and virtual meeting rooms
  5. Periodicals and publications
  6. Meetings, events, tradeshows, conferences, seminars, and training sessions
  7. Audience surveys and focus groups
  8. Advertising
  9. Public relations and analyst relations
  10. Interviews, news stories, and published articles
  • Internal: Allow employees to collaborate with one another, ask and answer questions, and share information.
  • External: Encourage customers to help one another, suggest products and services, and engage with each other. Example: HP IT resource center forums
  • Internal: Allow employees to have similar functionality to what they are used to externally. Encourage them to gain experience in using these tools.
  • External: Encourage customers to build networks built on products and services, interests, preferences, etc. Example: Facebook
  • Internal: Allow employees to bookmark their favorite sites.
  • External: Encourage customers to pin their favorite company-related sites. Example: Pinterest
  • Internal: Allow employees to collaborate on topics of interest.
  • External: Encourage customers to collaborate on company-related topics. Example:
  • Internal: Allow employees to interact with a single site which integrates content from multiple sources.
  • External: Encourage customers to visit a single site for all of their support needs. Example: HP Customer Support
  • Internal: Allow employees to create and collaboratively edit their own content pages.
  • External: Encourage customers to collaboratively edit community pages. Example: SAP Community Wiki
  • Internal: Communicate useful marketing information to employees to help them better do their jobs.
  • External: Communicate useful marketing information to customers to help them better understand company offerings. Example: Deloitte Dbriefs Webcasts
  • Internal: Give employees a voice, solicit their inputs and suggestions, and make executives more approachable and real.
  • External: Communicate useful information to customers with a personal face to build credibility and increase engagement. Example: HPE blogs
  • Internal: Allow employees to receive communications in a way which is more convenient for them.
  • External: Encourage customers to subscribe to receive audio communications on a regular basis. Example: Deloitte Press Room podcasts
  • Internal: Allow employees to record and upload their own videos to share information, create excitement, and emulate YouTube.
  • External: Encourage customers to view product and service videos to learn more about offerings in an appealing way. Example: HPE Video Gallery
  1. Tacit vs. Explicit
  2. Local vs. Global
  3. Open vs. Closed
  4. Quantity vs. Quality
  1. A business is not a democracy. It cannot be run by the wisdom of the crowd. You can delegate responsibility, but ultimately management is responsible (legally and financially) and will dictate the direction of the company.
  2. Employees are individuals and will decide for themselves whether they believe a decision, a direction, or an activity is good or bad.
  1. Search & User-Generated Content
  2. Employee Directory & Social Networking
  3. Corporate Intranet Banner & Tagging, Bookmarks, Etc.
  • Customer Commitment
  • Employee Commitment
  • Financial Strength
  • Integrity
  • Environmental Respect
  • Operational Excellence



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Stan Garfield

Stan Garfield

Knowledge Management Author and Speaker, Founder of SIKM Leaders Community, Community Evangelist, Knowledge Manager