2Know Magazine: Sharing KM Knowledge
2Know: Sharing KM Knowledge
March 2017 - Magazine No. 210
March 2017 - Magazine No. 210
Written By Moria Levy


Retiree expert knowledge retention is an important need in many organizations. It deals with retaining the most critical knowledge enabling organizations to minimize potential damage driven by their retirement.
Knowledge retention is not a straight forward task, as the knowledge the expert holds is endless.

Hereby is a 4-staged methodology, supporting the process:
Stage 0- selecting experts:
Deciding which experts should be included in such a plan of knowledge retention. Theoretically, this process can be preformed for any quitting/retiring worker yet due to limited resources it is preferable to focus on workers who have developed organizational expertise which others lack.
- Identifying retirees can be executed with the assistance of HR systems.
- The retention process should be initiated four to six month prior to the retirement (and not later). Exceeding organizations will retain this type of knowledge years before retirement is even brought up (thus transforming the project from retiree knowledge retention to expert knowledge retention).
- Sometimes workers nearing retirement become very tense when approached in order to document their knowledge since they then realize the reality of actually leaving the workplace. These difficulties and sensitivities should be considered.

Stage 1- mapping and prioritizing subjects to be retained:
Includes charting main issues the expert deals with. Prioritizing subjects which involve more valuable knowledge that should indeed retained.
- Consider whether the organization will need this knowledge in the future (i.e. is it not outdated?)
- Consider if there is an alternative source for the knowledge (which can be easily acquired)

Stage 2- retaining the knowledge:
Documenting the knowledge and information.
- In case some documents preexist, they should be charted and placed together, with each document paired with an explanation regarding the importance of said document and instructions when/how to make use of it.
- Orally transmitted knowledge should usually be documented using fixed templates.
- The amount of time invested in the process should be decided a priori and it should be managed according to a structured work plan in order to ensure progress both through meetings and producing products and reaching predefined targets.
- If at lost for another method, try covering all contacts related to the subject, insights, processing unique and unobvious processed and referencing central documents. If said expert has a replacement, he/she should be involved in the documented process in order for this transfer of power to work out; the retiree can review the replacement's notes and comment (either approving or disapproving).

Stage 3- merging the knowledge into the organizational environment:
Includes making the knowledge accessible in the organizational work environment. This stage is seemingly redundant, since the knowledge has already been documented in previous stages yet is the most important stage of the entire process. If the documented knowledge is not linked to the computerized environment in which the worker operates and can be accessed easily, the workers yet to retire will never access the data and knowledge and the investment, regardless of its importance, will go down the drain.


Written By David Rozental

In the highly technologically advanced society of the early 20th century, hunger as a widespread phenomenon was replaced by an obesity epidemic. Similarly, modern organizations have shifted in recent years from a lack of communication channels for transmitting messages and knowledge to workers- to an environment which features many channels. This shift led in turn to an overflow of knowledge and data at the workers' expense.
It is therefore understandably vital that when one manages multiple channels and platforms, a coherent policy and smart operation should be provided in order to efficiently manage messages, knowledge and information via a variety of channels minus resource multiplication and the aforementioned overflow which harm efficiency and contribute to workers' conduct.
Lately, the term ‘digital ecosystem’ is constantly brought up when searching for a solution for efficient managing of multiple digital channels. Well, what exactly is a digital ecosystem? Is it a system or an array? What must be done in order to implement this approach in organizations?
The term 'ecosystem' originates in the field of biology and refers to a complex life system including the various details, groups, organizations, forces, practices and approaches from which it is comprised. The ecosystem is a multilayered reality generated by interactions between a large number of systems comprised of sub-systems and details.
When used in business context, the term refers to an environment related to a product or technology. This environment includes the suppliers, marketers, clients and service providers (consultants, installers) and even the waste disposal company related to the product and technology. As we all know from first-hand, digital enhancement means that every physical environment is paired with a complementary digital system. The digital ecosystem is an arena which includes all digital channels, both classic (computer, website, portal and email) and innovative (social media, mobile and video), their interaction and the mutual benefit they provide for all.
Although the term is 'ecosystem’, the digital ecosystem is not a knowledge and information system. The ecosystem is a well-planned array of all digital channels utilized in order to reach a shared goal: actualizing business goals while creating adjusted relationships with the target audience.
Typical components of an ecosystem include a portal or website, a newsletter environment, a video channel, IM channel (WhatsApp, SMS, etc.), a cellular application, etc. The idea behind this approach is that planned and integrated management of multiple channels ensures saving on resources, uniform messages as well as a customized message transmission method, all while reducing overflow and eliminating redundant overlaps.
In short, the term might be long and complex but its implementation can lead to shorter and simpler work processes.



Term: Landing Page
Written By Revital Elazar

Everybody loves focused, worthwhile offers; ones that present a reliable and realistic answer to our needs. Correct marketing, true understanding of client needs, utilizing marketing writing principles and creating a supportive design envelope- all can lead to an enhanced sense of belonging and trust on behalf of users/surfers by preventing their resistance and motivating them. This setting is an important step in gaining new customers. Any business dreams of this type of service; rumor has it that it leads to astounding results; the web is full of endless examples of it.
Let's call this miracle by its name: an internet website landing page.
A landing page is (as you might have guessed) a single page, yet constructing this one page correctly and regularly analyzing received data regarding it can revolutionize a business organization by filtering "unwanted" (or simply irrelevant) clients and identifying potential clients. The landing page is being highly regarded as a desired product among organizations worldwide.
How does it work?
Unlike an internet website which features a variety of data, documents and links and is constantly accessible to everyone, the landing page focuses the surfer on a single matter and leads to him/her operating immediately. The landing page's purpose is double: (1) to make the potential client perform a deliberate action and prevent the client from postponing this choice (procrastination is a web-surfer's delight) and (2) serve as a filter for clients to which the product is simply irrelevant.
For example, a large insurance company offering online all insurance and finance services to both private and business clients. The summer arrives and the company wishes to promote and advertise a product, namely "insurance for trips abroad", yet the website is so chockfull of data on a variety of fields and subjects that any surfer might 'get lost'. An optimal landing page would focus on the promoted insurance and increase chances for creating a virtual relationship with the client, accessing the information and completing the deal in a single click.
Herby are a few guidelines for a successful landing page:
• Main heading: one sentence that will allow users to understand where they've arrived including keywords that may lead them to continue reading
• Hero Shot- a picture/video best illustrating your service/product
• A form for leaving contact details
• A Call to Action button- the button users click in order to sign up or purchase the service/product
• Points of persuasion- a paragraph listing the properties and advantages of the offered product/service
• Social Proof- proof of other people using and benefiting from your service/product: amount of downloads/views, positive reviews, media coverage, etc.
The landing page serves as a sales tool that transforms clients from being generally interested in the service/product to being actually and actively interested in it. The following channels are usually exploited:
• Advertising on Google Search- I am referring to funded messages Google presents at the top of search results; these advertisements are based on key words related to the service offered. A surfer Googles said keywords and is presented with relevant results. The point is to present this interested searcher with the advantages of this organization's specific service, thus motivating action and promoting a relationship.
• Advertising via Facebook- based on a similar principle. A surfer encounters a funded ad in his/her feed, clicks on the ad and reaches a relevant landing page. Facebook presents ads according to a highly precise segmentation of demographic components among others in order to generate an optimal match between the advert and its relevant target audience.
• Texting a cellular- Texting a short marketing message containing a link for a landing page. A client receives the message and clicks on the link. Immediately, he/she is exposed to a rich marketing message at the bottom of the landing page.
• QR Code- QR Code is a code that can be scanned by a cellular device in order to access the cellular landing page to which it is linked. It allows the user to reach the page in a single, quick and simple scan. This method exploits the "real" contact with the client in order to push marketing data via another action motivating means.
The good news is that there is no need to be fluent in HTML. A landing page can be edited independently directly via any internet browser; there are several organizations which supply interfaces that allow creating your own landing page in a simple and easy manner. From here you can continue utilizing the landing page's advantages for organization needs; if you wish to motivate workers to perform an action or push them towards an organizational activity, a landing page is a recommended possibility. For example, advertising a customized landing page concerning recruiting workers for an organizational communal activity. By accessing the 'read more' button, workers can sign up for the activity simply and quickly. It is vital to select a focused and concise heading for the landing page that hints towards the content of said activity and will indeed motivate workers to enter the page, read and join the initiative.
Remember: a minimal use of words is, in fact, the essential property of a successful landing page: less talking, more results and more new clients.


Written by Rom Knowledgeware
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