For years, we used a centralized knowledge management system. If a case study was created in the UK, for example, it needed to go through corporate communications at headquarters to be published.
But along came social networking, and it became clear that we needed a better way. In the social spectrum, you curate locally, pushing the controls to the people downstream. It's a radical shift in philosophy that has changed the way we do things throughout the company.
Our new system is a social, intranet-based portal that not only manages Ogilvy and Mather's content, but is also a vital and vibrant place for our employees around the world to quickly find each other and the information they need to do their jobs. Just by going to the portal, they get a snapshot of what's going on from a global, regional and local perspective, whether it's a major announcement from the CEO, a recent client win or a local blood drive.
It's designed to serve three types of communities: One type shares content with anyone on the intranet, a second is more restricted, and a third requires a high degree of confidentiality. While content is centrally available, each group has its own local curator.