Transcript Metadata Strategy - KAPS Group Home Page

Knowledge Maps
Foundation for Learning and Performance Support
Tom Reamy
Chief Knowledge Architect
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com
Agenda
 Introduction: What is a Knowledge Map(s)?
 How to do a Knowledge Map
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Multi-Dimensional Approach
– Contexts, Levels, Tools, Representations
 Case Study: Genentech
 Applications of Knowledge Maps
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Infrastructure Foundation
– Training and Performance Support
 Conclusion
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KAPS Group
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Knowledge Architecture Professional Services (KAPS)
Consulting, strategy recommendations
Knowledge architecture Maps
Partners – Convera, Inxight, Entopia, and others
Taxonomies: Enterprise, Marketing, Insurance, etc.
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Taxonomy customization
 Biotech and Pharma Experience
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Genentech, Chiron, etc.
 Intellectual infrastructure for organizations
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Knowledge organization, technology, people and processes
Search, content management, portals, collaboration, knowledge
management, e-learning, etc.
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Introduction: What is a Knowledge Map(s)?
 Four types of knowledge maps
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APQC Presentation at KMWorld 2004
 Process Maps
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Basic tasks
 Social Network Maps
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Discovering Hidden Relationships
 Concept Maps
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Understanding the nature of knowledge
 Knowledge Maps
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Getting to the source and uses of knowledge
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Introduction: What is a Knowledge Map(s)?
Process and Knowledge Maps
 Process Flow
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Start > Place Order > Schedule Job > End
Basic Business processes
Learning Process – Classroom, on the job
Needs cyclic activities – esp information acts
 Knowledge Maps
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Expertise Map and Gap Analysis
Tacit Knowledge
What we must know to be expert
Needs content repositories, document
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Introduction: What is a Knowledge Map(s)?
Social Network Maps
 Knowledge Flow - People
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Who do you talk to? How often?
Who provides you with answers?
Who do you trust?
 Cross Organizational
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Formal and Informal Communities and Teams
 Graphic representation of problems
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Blocks, outliers, missing links
 Surveys and software monitoring behavior
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Social Network Analysis
Visualization + Algorithms
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Social Network Analysis
Visualization + Algorithms
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Introduction: What is a Knowledge Map(s)?
Concept Maps: Education – Joseph Novak
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Introduction: What is a Knowledge Map(s)?
Integration of All Four Types + More
 They are all knowledge maps
 Knowledge is information plus contexts
 Contexts:
Tasks – Process, work flow, applications, technology
– Organizational Context – Procedures and Technology Infrastructure
– People – Community Catalogs, Social Network Analysis
– Intellectual – Concept Maps (Plus Metadata, Taxonomy)
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 The Map is not the territory
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Variety of Representations and Outputs
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Variety of subjects and methods
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Introduction: What is a Knowledge Map(s)?
Integration of All Four Types + More
 Representations + Recommendations
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MapQuest – Map and Directions
Not an academic exercise – need to get somewhere
 Descriptions
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Lists, Catalogs, Taxonomies
Databases, Table views
 Analytical
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Reports, stories, Statistical
Visual and Algorithmic
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Introduction: What is a Knowledge Map(s)?
Integration of All Four Types + More
 Strength of Different Representations
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Visual Maps – easy to grasp relationships
Text – Directions – complex relationships
Taxonomy – capture formal relationships
• Incorporate into applications
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Statistical Representation – Community Personalization
 Important to match the map to the content and purpose
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Complete Model(s)
Customization = selection of appropriate elements
Scale of Map – tied to project outcome
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Introduction: What is a Knowledge Map(s)?
Scales of Knowledge Maps
 Project
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Training initiative
Software – video, web conferencing
 Department
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Training Web Site
New Department or new strategic direction
 Enterprise
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Enterprise LMS, LCMS, CM
Learning Organization - KM and Learning - Merging
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How to do a Knowledge Map
Complete Model(s) – Three Levels
 Level 1 – Foundation
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Contextual Interviews, High Level Characterization
Identify all relevant contexts
 Level 2
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Contextual Interviews round 2, Focus Groups, Surveys
Content and Community Catalog
 Level 3
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Ethnographic studies, Social Network Analysis
Content Analysis and Metadata
People Taxonomy (Bloom’s, Learning Styles)
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How to do a Knowledge Map
Contextual Interviews – Level 1 & 2
 Target – People and Procedures
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Project owners and key team members
Departmental Stakeholders
Business Unit Stakeholders
Potential competitors and collaborators
 Format
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1 Hour, semi-structured Interviews
Selection from a range of questions
Balance of formal and serendipity
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How to do a Knowledge Map
Contextual Interviews – Level 1 & 2
 Outcomes / Benefits
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Broad Overview, Goals – Strategic context
• Technology and Procedures
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Understand the set of contexts within which the project exists
• Identify specific content, communities, processes
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Broad range of input
• Ensure all views are represented
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Identify candidates for research
• Focus Groups, Survey
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Discover unknown synergies
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How to do a Knowledge Map
Focus Group – Level 2
 Target – People and Activities
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User Community Representatives
Project team – ex. Training org that supports users
 Format
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½ day to 2 days
Equipment – a conference room and multi-colored Post-Its
Questions and Discussions – not arguments
What information or knowledge do you need?
How valuable do you think each information source is?
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How to do a Knowledge Map
Focus Group – Level 2
 Outcomes / Benefits
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Set of Reports, Table representation
Achieves meaningful results in a short time
Cross-functional participation
• Beginnings of a dialogue
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Understand user information needs and behaviors
Understand high value information
Content suggestions, identify gaps
Supplements interviews and surveys
Provides input into surveys and ethnographic study
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How to do a Knowledge Map
User Survey – Level 2
 Target – People and Activities
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Everyone – broadest possible
Community Analysis after the survey
 Format
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Web Based – easier analysis than email
Variety of Types of Questions
• Demographics
• General Information Behaviors and Needs
• Project Specific
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Multi-dimensional Questions
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How to do a Knowledge Map
User Survey – Level 2
 Outcomes / Benefits
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Direct Input – Anonymous
Broad view – important to get high response rate
Relative importance of elements and direction
Objective, non-political results
• Sell the Project!
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Good Statistics and novel input
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How to do a Knowledge Map
Content Analysis – Level 2 & 3
 Target - Content
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Structured (20%) and unstructured (80%)
Internal and External
 Format
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Level 1 - Content Catalog
• High Level & Multiple Characterization
• Subject matter categories or clusters, facet or type
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Level 2 - Content Structure
• Metadata, Controlled Vocabularies
• Taxonomies – formal and informal
 Library Science + Cognitive Science
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How to do a Knowledge Map
Content Analysis – Level 2 & 3
 Outcomes / Benefits
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Catalog – Browse Taxonomy
• Faceted Navigation
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Metadata standards and implementation plan
• Dublin Core+, SCORM
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Formal vocabulary taxonomy
Resource for variety of projects
• Web site, search, CM, Competitor Intelligence
• LMS, LCMS
• Learning projects - communication
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How to do a Knowledge Map
People Analysis – Level 2 & 3
 Target - Communities and Activities
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Formal and informal communities
Communication Flows
Expertise
Business and Knowledge Processes
 Format
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Social Network Analysis
• Focused surveys, follow up interviews
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Knowledge and Process Analysis
• Cognitive science, modeling, interview expertise
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How to do a Knowledge Map
People Analysis – Level 2 & 3
 Outcomes / Benefits
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Variety of knowledge maps
• Social network maps, process maps, expertise maps
• Learning style, persona representation
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Visual representations
• Easy to see (and sell) information issues
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Analytical tool
• Evaluate processes
• Identify expertise gaps
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How to do a Knowledge Map
Research: Tools
 Categorization
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Inxight, ClearForest, etc.
 Knowledge Management Platform
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Entopia, Hyperwave, etc.
 Metadata Analysis
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Search and Metabot
 Search and Web Log Analysis
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Web Trends, home grown
 Primary Tool – Human Brain
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Knowledge Map Case Study:
Genentech
 Multi-dimensional Project
 Group Web Site – findability issues
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Need design that won’t call for constant re-designs
 Need for standardization
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Growth of Group and Genentech
Learning Components
Names and Metadata
 Training Offerings
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Need More Cross Product and Non-Clinical Training
 Internal Organization and Information Needs
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Network Share Folder
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Case Study - Project Methodology
Three Person Team
 Chief Knowledge Architect
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Lead, Strategic Recommendations, Design survey and Interviews
– Participate in interviews, content analysis
 Knowledge Architect
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Content analysis, Taxonomy and Metadata
– Participate in interviews – project context
 Information Architect
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Interviews, survey questions and analysis
– Usability perspective
– Wire frame and prototype web site
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Case Study - Project Methodology
Selection of Model Elements
 Foundation: 3 Complementary Techniques
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Contextual Interviews, Knowledge Mapping, User Survey
Foundation – Contextual Interviews
Depth (Framework) – Knowledge Mapping Focus Group
Breadth (Details) – User Survey
 Research Activities
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Content Analysis, Vocabulary Analysis, Content Analysis,
More Content Analysis, and More…
Web Site Design – Wire frames, Prototype UI
 Multi-dimensional Project – breadth over depth
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Can’t do Social Network or ethnographic
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Case Study:
Contextual Interviews
 Total of 33 interviews over two weeks
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Difficulty of scheduling
– Most in person, some phone
– Variety of Roles - Director, Managers, Coordinators, IT
– 18 First Round
 Second round of interviews – suggested during first round
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15 Second Round
– Identified targets, Admin’s, Outside Department
 Format
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2-3 KAPS people at each interview
– Notes and recordings
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Case Study:
Contextual Interviews – Focus of Interviews
 Project Team Context -- mission, range of activities
 Department Context –
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Related web sites, data standardization projects
 Genentech Context –
technology – Search and Content Management Coming
– projects – Multiple Metadata projects
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 Broad Range of Input
 Identify candidates – content, focus group, survey
 Identify consensus themes – standardization, etc,
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Case Study:
Knowledge Mapping Focus Group
 In-depth focus group – 4 hrs (compromise)
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Deborah Plumley – K map Expert
 8 Field personnel, Recent Field
 Information needs and behaviors within context of sales activities
 Questions:
– What information or knowledge do you need?
– What is the current source of this knowledge?
– What do you think the importance of this information is?
– What additional knowledge sources do you want?
– What is the amount of time it takes you to access information?
– What modes of delivery do you use, prefer?
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Case Study:
Knowledge Mapping Focus Group
 Outputs
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3 maps- sales process, education process, professional development
– Content and delivery suggestions
– Validation of group’s perception + some surprises
 Conclusions
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One stop shop
– Importance of context – strategic, product pipeline
 Benefits
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Understand high value information
– Identify gaps – critical skill areas
– Fill in details for user survey
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Case Study - User Survey:
Major Focus of Research and Report
 Research Field information needs and behaviors
 450 Field personnel, 72% response rate!
 Sections:
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Demographic, Personas, Web site, Information - Content
 Personas and Themes:
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Manager, New Hire, Computer Use, Information Frequency, Product,
Region
 General Results
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Not information centric, not computer centric
Training – done once, not critical part of job
But – strong information, science, on the job support
And – want advanced selling training
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Case Study – User Survey:
General Information Behavior – Web Site Improvements
 General Information Behavior
Frequency - Highest - 1-2x a week – for all sources
– People-People, not Computer People
– Infrequent Users – will never be power users
– Managers and New Hires – more information seeking
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 Web Site Improvements
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Easier to find information – 4.18
Clear roadmap of training – 4.02
One stop shop for training – 3.99
More informal feedback – 3.00
Strong need for context – what training and why
Information Rich Titles – Cute Name/Acronym Syndrome
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Case Study – User Survey :
What Kinds of Additional Material – Anything Else
 What Kinds of Additional Material – Highest rated category
Library of FAQ’s, clinical trials results – 4.36
– Expert Lectures - 4.21
– Best Practices – 3.63
– Library the single highest ranked item
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 Anything Else?
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Great job!
Simple, voluntary, reduce time on computers
Content: videos, basic reference, web site guides
Want more support and content
Wary of too much content and computer time
Want to work with the Training Group
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Case Study – Content Analysis
Vocabularies, Web Content, Training
 Web site content - catalog of content
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Slow, messy, but someone has to do it
Clusters, section map, facets
 Learning Vocabulary Analysis
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Training terminology
User vocabulary – very different
 Metadata Analysis
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Standards, coordinate with other efforts
Based on user needs and vocabularies
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Case Study - Project Deliverables
Maps – taxonomies, metadata, Recommendations
 Taxonomies: Web Site Browse Taxonomy
Browse – context, associations
– Field – not search people
– Structure – balance of depth and breath – 4-7 items (x2)
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 Taxonomies: Learning Taxonomy
Standardization – Cross Product
– Labels – need for more meaningful labels
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 Metadata and Naming Conventions
Standard – Dublin Core+, Genentech Context
– Controlled Vocabularies – Training and others
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 Project Report and Recommendations
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Case Study - Project Deliverables
Application of Knowledge Map
 New Web Site Design
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Five Centers
3 Views – ordering of centers
• Support both target groups
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Broad, flexible framework – new content
Community based personalization
Simple Browse more important than search
One-stop shop for training – focus and survey
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Case Study - Project Recommendations
Strategic
 Need More Coordination
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Locate all future projects in Commercial-Wide Context
– Standardization – with Genentech-Wide Context
 Need to market changes – to Project Group and Customers
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Culture Changes – see Aug/Sept Intranet Professional
 Need to Decide - Expansion of Role and Content
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Knowledge Management partner with Library, Architecture &
Engineering
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Case Study - Project Recommendations
Content: Learning Taxonomy
 Current terminology is inconsistent across products and
confusing
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Training Stages – carry little meaning
 Need to coordinate various efforts within Group
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Expand model of Foundation, Core, and Advanced
• Continuous Learning, Technical and Genentech training,
Leadership and Development, Masters
 Build full controlled vocabulary
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Format, purpose, subject (most difficult), learning
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Case Study – Recommendations
Future Directions – Road Map
 Enhanced Offerings and Processes
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Advanced Personas – Bloom’s Taxonomy, Gardner’s Intelligences
 Knowledge Management Role
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Learning Leader
 Commercial Integration
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More Resources, Serve a broader audience
– Application Integration, Access to Portal
 Build on Foundation – CM, Search
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Categorization study – Clusters, cognitive study
 Social Network Analysis – Commercial and Field
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Case Study - Project Benefits
Immediate and Long Term
 Immediate
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Improved offerings to the field
• More content and more often requested content
• Enhanced findability – happier customers
• Better integration of training and job support
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Improved internal processes
• Productivity gains for field and home
 Foundation for Future Growth
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Taxonomic & Linguistic
• Resource for search, browse, communication
Web Site Foundation –expandable framework
– Partners – Commercial, Genentech
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Applications of Knowledge Maps
Infrastructure Foundation
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Multiple Knowledge Maps – Content, People, Activities
Multiple Contexts – organizational, technology, cultural
Design for integration – learning architecture
Consistent Categorization across the Enterprise
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Allow applications and groups to exchange meaning
Basis for communication and collaboration
 Infrastructure Solutions – built on knowledge maps
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Determines what can be done in your environment
Determines how people think about project solutions
Determines how to sell projects
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Applications of Knowledge Maps
Infrastructure Foundation
 Cross-Organizational Applications & Initiatives
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Enterprise Content Management
• Metadata, Taxonomic organization not web site or publisher
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Enterprise LMS, LCMS
 Support for Local Projects and Initiatives
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Expertise Location, Collaboration, Communities of Practice
Continuous Learning – resources, web sites, journal clubs
Each project starts with a pre-established foundation – avoid
duplication
Each project can use results of other projects – common
language and understanding
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Applications of Knowledge Maps
Infrastructure Foundation
 Maintenance / Extend Knowledge Maps
On-going resource – not just the start of a project
– Integration with other project/department knowledge maps
– Add levels of research – SNA, Learning Styles, etc.
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 People
Library and training – uniquely suited
– Business Subject Matter Experts
– Outside consultants (only if you ask nicely)
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 Software
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Enterprise platforms
Usage metrics – watch for changes, track behavior, use
• Search logs, Intranet usage, course enrollments, periodic review
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Applications of Knowledge Maps
Training and Performance Support
 Gartner Group: “In 2 years E-learning will be a subset of
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Knowledge Management.
Or Knowledge Management will be a subset of E-learning.”
Pharmaceutical an early adopter of both
Call Centers, tech support, energy, aviation
Any industry where real time delivery and usage
tracking/assessment is important
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Applications of Knowledge Maps
Training and Performance Support
 Knowledge Maps basis for the integration
 Learning is becoming an insider – in a community
 Development of enterprise platforms
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KM and Training Vendors
 October EContent article
• CM – Fatwire, FileNet
• KM –Entopia, Hyperwave, Hummingbird
• LMS – Plateau Systems, Generation21, mGen, Knowledge
Anywhere
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Applications of Knowledge Maps
Training and Performance Support
 Enterprise Platforms
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Coordinate finding, learning, creating, utilizing, and measuring
Smart Enterprise Suite
 Web Site / Educational Portal
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Integrated access to education
Global Infrastructure and Local Projects
 Knowledge Maps – first step
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Content Management before Portal, Enterprise Platform
Knowledge Maps before Content Management
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Applications of Knowledge Maps
Training and Performance Support
 Mobile worker and knowledge worker requirements
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Emphasis on resources other than trainer
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Peers (collaboration and communities of practice)
Experts, variety of media
Requires common vocabularies – user or learner
Community personalization
Emphasis on out of classroom activities
• Need knowledge map and findable resources in context
• User focus rather than publisher
 Knowledge Map – standards and translation function
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Integrate with learning theory, learning objects, Bloom’s taxonomy
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Applications of Knowledge Maps
Training and Performance Support
 Just-In-Time Training
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Train people where to find answers
 Performance Aids
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Targeted to right person with right level of description at the
right point in the process
 Agents
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Find and Filter Information
Monitor student progress and provide guidance
Need powerful user and activity model
Need highly structured content model
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Conclusion
 Knowledge Audit -> Knowledge Maps
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Flexible set of methods
• Can adapt to size and budget of project
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Variety of outputs
• Maps, taxonomies, metadata, road maps
 Global enabling and enhancing local
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Global efficiency and local creativity (& low price)
 Foundation for meaningful metrics
 Knowledge Maps foundation for KM – Training Integration
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Knowledge Architecture and Learning Architecture
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Questions?
Tom Reamy
[email protected]
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com