Inspired by @Piewords

Was great fun to see Laurence Hart of Word of Pie blog fame recounting our thoroughly enjoyable evening of doc-man nostalgia. Always such a treat to find another closet ERD nerd. Pretty shocking to think that we worked for the same Director at PC DOCS/Fulcrum for a few months in 1999-2000 -- yet we never met in person until this year, despite an incredibly tangled and overlapping professional social graph.

So in response to his query to the ECM community, "What made you commit to the content space", here's mine:

Spring 1990 and I had just finished my first year of History MA classes at Carleton U in Ottawa. The previous fall I had purchased a one-way Greyhound bus ticket, packed up my worldly possessions and left my hometown, despite not knowing a soul in Ottawa or having more than a month's rent in my pocket.

Scraped through that first year working as a Teaching Assistant and evening/weekend coffee pourer (the term 'barista' did not exist in those days). As spring neared, I blitzed the temp staffing agencies with a resume that had pretty solid secretarial & bookkeeping experience, since I'd worked all the way through my undergrad degree.

Lucked into a short-term gig being Girl Friday for a small software/hardware integrator - answered phones, helped coordinate training courses, filed, stapled, licked envelopes. Fast forward 6 months: the office manager had quit, I took the full time job, finished my classes at night.

But along the way, started to hang around the technicians, trainers, consultants. I built a PC with my own hands, mastered DOS 3.3 and WordPerfect 5.1 and learned enough AutoCAD to draw smiley faces with digitizer boards.

But what rocked my world? First exposure to text retrieval technology. The integrator was an Inmagic dealer working with a few Federal departments. I was hooked. The historian in me saw the potential of categorizing, querying, sorting and indexing all of the stacks of paper records, books, manuals, even my own copious research notes. I volunteered to learn the system to help with a time-sensitive project and made extra money working long evenings & weekends cataloging, designing reports, sorting & searching.

After the integrator shut down, I incorporated, picked up that government contract myself, and it funded me as I finished my MA research.

There was no turning back. My academic ambitions went on back-burner, and I let myself get wholly and completely sucked into the world of information management.

It dawned on me one night, waking up in a cold sweat, that if I retired at the age of 60, and decided to go back into the archives and write a history book on the 1980s or 1990s, there would probably be nothing to work with. Those dusty archive boxes would be empty. PCs were showing up every government worker's desk, all the admin clerks were being fired, and no one remembered record-keeping basic principles.

So I knew what I needed to do.

Thanks Laurence, fun to remember where it started.

Your Content Is A Social Object

Your Content Is a Social Object.

But hardly anyone treats it like one.

I use this slide when educating customers, partners, prospects and colleagues on the Open Text Enterprise 2.0 direction. How does our ECM Suite help individual knowledge workers and virtual teams bloom into a new world of the Social Workplace? or Social Marketplace? That's what keeps me busy these days.

So with all due apologies to the artist, cartoonist, blogger, marketer, wine huckster, genius, occasionally "not safe for work" Hugh MacLeod @ www.gapingvoid.com, here it goes...

The watercooler. The coffeepot. The cafeteria. The sheltered overhang in the parking lot that's known as 'smokers corner'. This is what a Social Workplace looks like. That common location that we flock to for some shared purpose. To drink, to eat, to smoke. Not in solitude but with people we can bump into along the way. And subconsciously we know that there's more to that trip down the hallway than the obvious objective. We know that while we're pouring the sugar, or rinsing the glass or passing around the only working lighter in the rain... we'll talk.

We'll catch up on weekend activities, communally moan over the new cubicle layout, whisper overheard rumours and get the gossip from those guys upstairs. You know the ones - not sure what division they're in or who they report to, but always seem to have the goods on what's going on....

So what brings this diverse group of people together? What inspires conversation among people who normally wouldn't interact in the workplace? ...because they're in different branches, or sit too many levels of hierarchy apart to talk via regular business channels.

It is a Social Object. As is the water, the coffee, the dry wind-free shelter. My last blog post explored the concept of valuing information that is used - of directing effort and energy into what is meaningful to one's audience. That information - content - is what brings people into an application or repository. Content that does not lure eyeballs to it, content that is not findable, content that is too hard to retrieve or understand, content that is locked away from its audience: does it have value? If a tree falls in the forest....

So how do I make my content precious? How do I get people who need it to read it? It's up to us to think about how to get this information in front of the eyes that need it. Make it social, make it accessible, let it be found and consumed.

When companies fret that deployments of ECM systems or online collaboration workspaces are failing, it is often because usage rates are unexpectedly low. No buzz, no compelling reason to contribute, no sense of pressure to participate because none of the cool kids are there. Death by meh.

My challenge: make your content a social object. Make it interesting and compelling enough that people want it, can find it, and will appreciate it.

And to content authors I throw out a call to action: put some skin in the game to promote it to the colleagues you think should need it. Send out links to your slide decks. Publicize your research summaries. Evangelize your business plan, engage the people counting on you to draft the meeting agenda. And not by endless emails. But by taking an interest into what your peers are worried about, what they're tasked with, and finding the places where you can lend a hand with what you know.

If we're so bored or indifferent to our own work that we save it and ignore, why should others act differently?

ROI in the Age of Narcissism

But what's the business case? Nodding intently and listening to the question for the million trillionth time, suddenly it hits me. "Well, maybe your people can stop doing things that nobody cares about and reinvest that time in something useful".

D'oh. Inside Voice! Inside Voice! Inside Voice!

User engagement. Adoption rates. Participation. Content ingestion. To get a business case for an ECM deployment (never mind Enterprise 2.0....) companies need to kneel at the altar of the Pivot Table to get an ROI justification. Achieving said benefit means systems need to be used and stuff needs to be put into them.

People put the content into content management systems. When they don't do that, content management projects don't deliver that magical ROI. Luring typical information workers into a system perceived as onerous, complex, corporately mandated that ultimately seems not relevant to day to day tasks is tough.

But maybe there's an angle we've missed...

"Personal Productivity for ME... but the Community benefits"... this is how I've been describing emerging 2.0 tools as they enter mainstream business.

Social Bookmarks - are MY favorite items... but like-minded colleagues get the info and share their own... Blog - dead easy simple self publishing for ME, but my readers only need to find me in one place... Social Networks - let me tell you about MY expertise and experience and maybe we'll find some common interests and exchange information of mutual benefit.

When I started blogging personally a few years ago, like most bloggers, I became obsessed with my hit rates. Playing around with Sitemeter.. Google Analytics.. other cool tools du jour trying to understand: Who was reading me? How did they find me? Who linked to me? Does anybody bother coming back?

Seriously - name a blogger who isn't consumed with their traffic patterns and referrals. Yeah, thought so.

But... hang on. Where have I seen this before?

Haven't good old document management tools been providing metrics and tracking on content for umm... almost 2 decades? Who edited, who printed, who emailed, who viewed, who copied....kind of old skool, actually.

So here's my question: Why not apply the blogger self-absorption mentality to corporate ECM contributors? Bloggers who are motivated by traffic hits write content of interest to their audience. More hits = more on the topic. I often joke (not...) about Productivity Driven By Ego. In the enterprise space, why don't I pay attention to the content people read and well, quit producing the content they don't. Why do smart expensive educated knowledge workers invest time in things that no one bothers to look at?

Audit trails, activity lists, document history is the measurement of usefulness. One of my favourite analysts at Gartner - Debra Logan - uses the phrase "content valuation". But you can't know what's used and whether it's valued if you don't measure the consumption of specific content artifacts.

Why do I personally invest the time in tagging my Harlequin dive bar concert videos on YouTube? Because I want them to be found and be more popular than the ones my sister posted... Meaningful metadata lets them be found in the sea of millions upon millions of cheesy music clips. Why can't my colleagues find my whitepapers that easily....

Measure, track, compare, assess, weigh... Spend time on things that are useful to people, and stop doing things that aren't. Sounds like ROI to me.