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Today, organizations are living in a #knowledge economy where technology innovations and nurturing #human capital is the need of the hour in order to achieve and maintain #sustainable competitive advantage. The labour force in this economy is defined as computer literate and well-trained in #data analytics, developing algorithms, and bringing about multiple innovations in the products and services they offer. #Knowledge Management is the driving force for an organization in a knowledge economy.

Having stated the above fact, marketing #knowledge #portals becomes all the more important for organizations in order to derive the maximum #data-driven benefits for itself in the long run. This could be done by adopting certain strategies like:

  • A #knowledge #resource portal can help the managers and other employees to share and learn ‘best practices’ that will enable them to carry out their work objectives in an effective and efficient manner. To increase the usage of the portal, a secure #online community forum/site can be created using the #intranet wherein the employees from cross-functional teams can initiate and pursue discussions related to a particular project and gain certain #strategic #insights which would otherwise not have been possible.
  • Because the portal is inherently an online space for interaction with the knowledge curated from communication teams and formal experts, a properly designed #communication #structure will help to increase the rate of #knowledge sharing through Q&A sessions and peer-to-peer support. For example, Eli Lilly Pharmaceutical has its own knowledge portal – MyELVIS – which has benefits in terms of a variety of search tools helping the organization in improving search and #research efficiency. It also provides the employees with real time and up-to-date information on news, patent services and tools for collaborative online communities and virtually-connected work teams.

  • #Knowledge Management Systems (KMS) are emerging as important tools for the organization to achieve a superior advantage over other similar organizations within the industry. Companies have started to implement #information #systems in order to bring about generation, integration and dissemination of knowledge within the organization. It can be efficiently used by the organization using #content #management tools, knowledge sharing tools, and knowledge search, storage and retrieval systems.

  • A #Database Management System (DBMS) can be used by the users and practitioners to create and modify the data on a regular basis so that the resultant knowledge is up to date. Examples of content management tools are SharePoint, WordPress, Oracle Webcenter which allow users to create blog posts, store and manage #digital #information within the organization. The organization can also encourage knowledge sharing through tools such as #social intranet (employee interaction), #Kanban tool (team workflow knowledge) and #note-taking tool (sharing strategies across teams).

  • The awareness of the knowledge portal can be increased indirectly through #client #relationship. Understanding it in terms of the knowledge management process, it means ensuring that the preferences of the client and the feedback that they provide are known to all the relevant employees within the organization. Client Relationship Management systems contribute to the smooth operation of #client #service processes.

  • The organization can benefit from the knowledge portal by using real-time, cross-thematic data collection, integration and sharing through a #cloud #computing. ‘Cloud Computing’ is defined as a kind of Internet-based computing providing shared processing resources and data to computers and other devices on demand. Cloud computing will help the organization to stay connected and stay ahead by virtue of self-service positioning, elasticity of computing needs and pay per use mechanism.

  • The knowledge portal can be used in conjunction with #big #data #analytics (process of examining large data sets containing a variety of data types) to unravel hidden patterns, market trends and constantly modify knowledge available in the portal. #Decision #support #systems can make use of this knowledge to give key #strategic #knowledge to the top level management for the decision-making process by using #data #visualization #techniques that synthesize important information graphically.

  • #E-learning can act as an incentive for practitioners to increase the usage of the knowledge portal because it focuses on providing continuous learning and development and enables practitioners to excel at their roles and responsibilities through constant availability of learning resources. The resources would involve #elearning #portals and effective training courses which are convenient and easily accessible to the employees on their desktop or mobile devices. It acts as a central repository of knowledge for all the employees.

  • A #reference-#reward system can be put in place wherein the employees are rewarded financially on the basis of no. of relevant references / downloads per project. This would ensure that the report for the client is thoroughly well researched, and a better researched report increases the chances of the concerned employees to earn on performance-reward basis.

  • A limit can be set for the minimum no. of references that have to be used for each project. This will ensure that the employees involuntarily make the required no. of downloads.

  • The organization can optimize the knowledge portal through proper #information #architecture, #content #governance, proper #content #tagging using keywords, #content #rating, creating #back #links, #content #pushing and #content multisourcing. #The user interface should be made more employee-friendly in terms of personalized accessibility, #keyword #optimization and exceptional navigability. This will enable the organization to achieve #operational #efficiency.

Source: Pooja Dara, alumni of Amity Business School, Noida (Batch of 2016)

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