Hill & Knowlton Hill & Knowlton Looks for a New Looks for a New

Knowledge Knowledge Management SystemManagement System

Keith ZimmermanKeith Zimmerman

Case SummaryCase Summary

H&K is a global public relations firm H&K is a global public relations firm Headquartered in New York City Headquartered in New York City 1,900 employees1,900 employees 68 offices68 offices 34 countries34 countries

Old intranet system not helping the Old intranet system not helping the companycompany

Established new portal-type extranetEstablished new portal-type extranet Very effective todayVery effective today

The Old Intranet SystemThe Old Intranet System

Employees did not use it because…Employees did not use it because… Completely unorganized and hard to useCompletely unorganized and hard to use Data was outdated, inaccurate, and Data was outdated, inaccurate, and

irrelevantirrelevant Staff biographies were outdatedStaff biographies were outdated

Very importantVery important Employees wanted one-stop shopping for all Employees wanted one-stop shopping for all

knowledge instead of having to visit several knowledge instead of having to visit several placesplaces

The New Extranet The New Extranet SystemSystem Turned to Intraspect Software to organize and Turned to Intraspect Software to organize and

consolidate past project knowledgeconsolidate past project knowledge Minimized impact when employees were replacedMinimized impact when employees were replaced Made it easier to bring new employees up to dateMade it easier to bring new employees up to date Organized and easily accessible for clients and employeesOrganized and easily accessible for clients and employees

Captures three essential buckets of knowledgeCaptures three essential buckets of knowledge Internal knowledge of H&K’s products and servicesInternal knowledge of H&K’s products and services External knowledge such as industry news and forecastsExternal knowledge such as industry news and forecasts Client knowledge such as account activity and budgetsClient knowledge such as account activity and budgets

Uses incentives to increase system utilizationUses incentives to increase system utilization Bonuses, reputations, vacations, merchandiseBonuses, reputations, vacations, merchandise

ConclusionConclusion

New system has boosted revenueNew system has boosted revenue Annual sales up from $302.8 mil in 2000 to $350 in Annual sales up from $302.8 mil in 2000 to $350 in

20042004

Number of clients has grown exponentiallyNumber of clients has grown exponentially More organized and easy to useMore organized and easy to use Problem: Using incentives to increase useProblem: Using incentives to increase use

May cause jealousy and unrest among employeesMay cause jealousy and unrest among employees Some benefits not as attractive as othersSome benefits not as attractive as others

This could be fatal to H&KThis could be fatal to H&K

Any Questions?Any Questions?

www.hillandknowlton.comwww.hillandknowlton.com