Research by Econsultancy suggests that centralised internal networks, processes and tools don’t always have a long shelf life. Global agency Ogilvy set up centralised knowledge management system with some initial success, but this was eventually replaced by team-level adaption of ad hoc solutions.
It is important to be agile when developing new processes and tools, particularly when cultural practices may need to change – try a number of approaches and move on quickly when one doesn’t work. Learn quickly and adapt.
Catherine Glover, Director of Social@Ogilvy says: “I do not think that it has anything to do with technology. I think it has more to do with investing in a knowledge management infrastructure to support the way that we share work, and the way that we work together.” “I think that as an organization it is hard to [create a centralised structure] unless you have an advocate and a leader driving it.”
Read an interview with Catherine here: http://econsultancy.com/uk/blog/9222-interview-catherine-glover-director-of-social-ogilvy-on-best-practice-knowledge-management-in-the-social-age