You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Breaking Down Research Silos UsingSocial Knowledge ManagementRegina Mercado<strong>Abbvie</strong>Jamison BarnettVerilogue
IntroductionsYour Featured PresentersRegina MercadoManager, MarketingAnalytics & BusinessInsights<strong>Abbvie</strong>Jamison BarnettCo-Founder, CTOVerilogue
Is This You? Your Team?
How Often Do You Encounter These Scenarios?
Why Social Knowledge Management, Why Now?The value of market research has never been higher, but…Budget cuts: must maximizeevery research dollar spentDownsizing: less people doingthe same or more work
The Cost of Knowledge Management Inefficiencies9 Hours a Week SpentSearching for InformationAt a Cost of $14,209 perEmployeeSource: IDC White Paper, The Hidden Costs of Information at Work by Feldman, Duhl, Marobella, & Crawford
The Cost of Knowledge Management Inefficiencies90% of a company’s accessible information is used only onceSource: Feldman, S The High Cost of Not finding information, KMWorld, 13(3)
The Solution: Social Knowledge ManagementMove Data to a Platform Built for the Needs of Market Researchers
Is this Your Situation?Connecting the Dots Between Multiple Products
Is this Your Situation?Connecting the Dots Between Multiple Products????? ?Multiple Product teams asking verysimilar questions asked in the past• A lot of the work is potentially unnecessaryor at the very least illinformed• Not using the collective knowledge ofthe organizationWhy?• Must search through countlesspresentation decks• Or talk to the person who ran thespecific research – if they’re stillaround• You need to know where to go: Datais not in one place
Is this Your Situation?Connecting the Dots Between Multiple ProductsThe bottom line: Wasting a lot of time and money! No way to systematicallymine the information already collected.“Shared” drives not always soMedia sitting in FocusVisiontype service or with a vendorY: Drive?X: Drive?T: Drive?
Is this Your SituationConnecting the Dots Between Multiple ProductsNeed to reveal and take advantage of commonalities across multipletherapeutic areasAllergiesCardiovascular
<strong>Abbvie</strong>A Social Knowledge Management Success Story: BeforeLean team of two running research and insights for• Five products• Two blockbuster franchises• Important launch brand…… while one headcount down80%Ambition was to create best-in-class patient-centricinsights practice for our brands AND embed them inorganizational strategy
<strong>Abbvie</strong>A Social Knowledge Management Success Story: BeforeLots of media – video, transcripts,PowerPoint presentation reports, etc.Problem: Where does the data live?• In the server• On individual PCs
<strong>Abbvie</strong>A Social Knowledge Management Success Story: BeforeA typical scenario: Need information from another team to build a metaanalysis…Looking forinformationEmail colleaguethe requestWait for theirresponseWait while theysearch for infoMay take up to2 weeks!
<strong>Abbvie</strong>A Social Knowledge Management Success Story: BeforeExample: Patient journey meta-analysis – Need to leverage all knowledgeabout patient from pre-diagnosis through adherence stage for patient insights.Where do we start?Print previousreports out(or, Multiplewindows open)Search througheverythingExhausted, andProbablyMissed a FewThings
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterHire more people ? nota complete or effectiveshort-term strategyLowering the goal post?Not an option!
<strong>Abbvie</strong>A Social Knowledge Management Success Story: After“It's not the daily increase but daily decrease.Hack away at the unessential.”- Bruce Lee
<strong>Abbvie</strong>A Social Knowledge Management Success Story: After<strong>Abbvie</strong> 1 Year Later…
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterREVEAL was part of our multipart approach to becoming leaner and meaner.In addition to defining and carving out the lower-impact tasks to contractworkers…now..The power to instantly search:• 1,192 Research documents• 54 Different studies• 12 Days’ worth of multimedia
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterREAL Social Knowledge Management: Sharing of portal to create incredibleefficiencies in day-to-day tasks.Agency and Moderator OnboardingBefore: Gather relevant report decks, sendin a huge zip file and wait until they’ve read itallNow: Grant limited access to portal – “Let’stalk in a week”Increase speed and efficiencyModerators/ConsultantsBrand TeamConsumerAgency
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterSocializing your knowledge• Able to capture meaningful momentsand comments left by colleagues.• Then can leverage the collectiveknowledge of the entire organizationwhen conducting research, onboardingnew employees or vendors.
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterMeta-analysis now: Search everything• Quickly search across and within all ofteam’s historical research data - in anyformat - including video and audio files
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterShare Multimedia InstantlyBring your research insights to life! Easilycreate multimedia clips for presentations andsharing.
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterSuccess after 1 year of implementation…1. Everything in one place –• Find anything with intelligent search functionality• Onboard new employees/agencies quickly and easily• No more waiting for information!2. Spend less time on administrative tasks –• Free up more time to THINK about the true insights and strategicimplications• Reduce burden of having to manage so much information across teammembers• If a team member says “I want to dive deeper into this finding” – nowtakes less time than before
<strong>Abbvie</strong>A Social Knowledge Management Success Story: AfterToday: a better handle on delegating knowledge managementwork and privileging actual knowledge work – insights work --which is:What drivespatient centricityWhat I washired to doWhat I am mostpassionate about
Analytics Techniques Made PossibleWord Clouds Reveal Your Customers’ Common Language
Analytics Techniques Made PossibleA Structured Database Provides Structured AnalysisTopic of InterestSaid More by SPEC 1 Said More by SPEC 2
Dealing with Pushback and UncertaintyHow to Get Buy in for Social Knowledge Management1. “This seems very complex”• Identify flexible solutions that quickly implement built on best practicesfor market researchers2. “I don’t have time to take this on”• Utilize resources to import all your data for you3. “This isn’t a priority” or “What we’re doing is good enough”• Social Knowledge Management is necessary for research and marketingteams who have heavy workloads and are looking for a innovative,permanent, and quicker way to access, share, and manage theirresearch project data.
QuestionsAnd AnswersQ&A Session
Change language