2Know Magazine: Sharing KM Knowledge
2Know: Sharing KM Knowledge
December 2019 - Magazine No. 243
December 2019 - Magazine No. 243
Written By Ella Antes

I've had the fortune of directing a fascinating and challenging project that involved implementing a new digital platform in a global organization. This project required I analyze the implementation process, and so I found myself facing various lists and documents scattered around my desk. It became late, but my brain was buzzing with excitement and enthusiasm! Here I am, with the chance to analyze an implementation process for a global digital platform to be launched in forty different countries.


Eighteen months have since passed. The platform has been launched and successfully implemented in over thirty countries via this process. And so I've decided to share my insights about process management and analysis with you. I hope to highlight some issues regarding the sensitivity managing this change involves. As we at ROM say, sharing is caring.


  • Consider the process starting from the end back to the beginning, using consequential thinking: what is the objective? What do we want to happen at the end of the process? What must be done for us to arrive at that result? Ask yourselves this question regarding each stage and even subsidiary stage:
    • What products define the completion of each stage?
    • Who are your partners? What are your areas of responsibility and what are theirs? Do you interact and at what stages?
    • Which actions depend on others? What cannot be done before the completion of a previous stage? What can be executed simultaneously?
    • How much time does each stage in the process require?
  • Once you've constructed a detailed process, including all stages and subsidiary stages, it's time to simplify it. Simplifying and reducing it to a concise description allows you to tell others about it. A simple graphic scheme can be an excellent aid to complement your presentation. For example, a graph displaying the main stages on a timeline complete with the relevant personnel for each stage.
  • Consider your target audience, your intra-organizational customers: how can we make things easier for them? What do you really need to get from them? How can we assist them in fulfilling the tasks they were assigned in the process? This must be done in a friendly manner that requires minimal resource investment on their behalf.
  • Review the process with a single team/unit as a pilot. The pilot is an excellent chance to synchronize and finetune the stages of the process, to understand which of the stages or sub-processes runs smoothly and which does not. This allows you to identify glitches which haven't been considered during the analysis stage. This resource investment will be returned in an increased sense of security and trust in the process (and in you as its leader). This, in turn, will allow you to direct the process and its subsequent change to its destination.
  • It takes two to tango: it is no secret that changing and implementing a new platform or process in an organization is challenging for both the change leader and the edge customer executing the change process. Involve the customer in the process, its stages, the effort it will require from them and the product's final display. Receive the customer's approval for the process's different stages. Allow alterations when required and adopt a generally flexible approach.
  • Manage the process. Consider the best way to manage the process in accordance with your target audience or edge customers. Is email a sufficient method? Are phone calls required at some point along the way? Perhaps weekly meetings are required? Detail the managerial routines that will lead to the completion of each stage. Share these routines with your customer. Set time slots for shared work, synchronizing, material review, etc. Making sure you're on the same page regarding the process management's framework enforces the sense of trust as well as contribution to the process.
  • Choose the tools that can assist you to manage the process efficiently: digital tools for task management, material storage and sharing, joint online work, and creating template documents for products required at different stages of the process.
  • No one loves homework. Instead of assigning large tasks, break them down to smaller tasks and assign them gradually to the customer or relevant unit. Make sure these tasks can each be completed in a week.
  • Make sure to compliment your customers and their managers/colleagues for a task completed optimally, an idea brought up or a generally positive attitude. You catch flies better with honey than with vinegar.

In conclusion, success leads to success. Successful completing the change in an organic unit with all parties satisfied? Don't keep it a secret! Share your success stories. This single successful change can open the door to the next customer.


For more on change management methodologies, click here.





The increased use of social media, specifically "story telling" and the manner in which people consume media have all made video more important than ever. One study in this field has shown that 83% of marketing personnel believe that video has become more important. More brands (both companies and organizations) are using this medium as part of their digital marketing strategies.

It seems that that people will spend more time during their day watching videos in recent years than ever before. As a result, more advertisers will invest in online video ads to encourage involvement or engagement between users and the product or service displayed in said ads.

Competition is increasing in this medium. Other media channels, such as email, are already overloaded with incoming content. marketing personnel will have to fight for viewers' engagement. This means that marketing teams in companies and organizations will have to actively compete over viewers' attention in order to provide the video at the right time. Using the most up to date video marketing techniques, or focusing on a certain area, may allow the organization to see some profit from its video content.

These organizations can benefit from reading the following review of video marketing trends to expect for 2020.

Personalized video content

Personalization is a huge buzzword nowadays and is something marketing personnel in organizations and companies must regard seriously. 72% of consumers that answered a survey on this issue report that they will watch only personalized video content. furthermore, 60% of marketing personnel view personalization as a central strategy for improving their calls' quality.

Besides these findings, personalization of marketing videos allows the organization to connect with the audience by providing them experiences that suit them. These organizations stand out compared to their competitors, give consumers a reason to purchase the product and consider demands and problems viewers bring up regarding the service/product.

Personalization enables organization to provide more focused solutions according to their viewers' needs. Furthermore, they save much effort usually invested in searching for solutions or products and deciding whether to purchase the product.

Optimal personalization requires data-based planning. Using consumers/viewers' data can ensure direction to the relevant target audience via the right messages at the right time to increase engagement and discourse. That's why this approach will be implemented more broadly in 2020.

The next stage in video personalization may be equally interesting. We might be seeing more interactive videos allowing viewers/consumers decide what information they wish to view and when. Several Netflix movies feature this form of personalization, allowing viewers to choose between several alternative endings to a movie

Integration throughout all marketing stages

Video is a powerful type of content in terms of encouraging certain behaviors among consumers. Surprisingly, marketing personnel usually view it as no more than a supplement rather than a necessity. As a result, many marketing strategies cannot apply this medium effectively. Thus, in 2020 chances are we will see more companies, organization and brands will incorporate more video in all stages of their marketing process. Since videos are a result of hard work, using them during the various marketing stages via different channels can shorten and smooth our consumers' journey.

From videos elaborating on organization values to those providing further details on products or services, consumers prefer to learn about a company via video rather than by reading a text.

Videos can assist in transferring consumers to new brands' websites. Consumers connect to brands after watching one of its videos on social media. These videos are especially useful when sent by email since they can help increase click rate by up to 300%.

Longer video content

As everyone knows, our attention span has been reduced to that of a goldfish. Nevertheless, this "fact" has been debunked several years ago. This misconception has led marketing teams to fail in encouraging engagement using short videos. However, this trend will hopefully change in 2020.

True, it is easier to consume short videos, especially while on the road and via social media. However, they don't allow brands, organizations and companies to generate the emotional connection that makes them unforgettable to consumers.

In 2017, approximately 80% of video content were five minutes long. Nevertheless, these short videos garnered at least 33% of overall engagement with video content. However, fifteen-minute videos led to 50% of consumer audience engagement.

This data, coupled with consumers spending more time-consuming video content, shows that long video can assist consumers to show interest in your brand and notice. Videos of this sort allow you to tell a story that may make you unforgettable, as well as inform the audience on your product and brand values.


In conclusion, organizations and companies have only recently struggled with the high costs of creating video content. However, nowadays this type of content has become so popular it has become more accessible.

Video offers consumers content that can be received quickly and easily via a large number of channels. Videos have efficiently answered questions, channeled messages and created relationships. This makes them a necessity for any organization, brand or company's digital marketing strategy.

However, creating a short video for social media or email might not be enough. Marketing personnel must make sure they are using video at each and every step of the marketing process, implementing the latest video techniques to retain their edge.



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