1. Knowledge Maps Foundation for Learning and Performance Support
Tom Reamy Chief Knowledge Architect
KAPS Group
Knowledge Architecture Professional Services

2. Agenda Introduction: What is a Knowledge Map(s)?
How to do a Knowledge Map
Multi-Dimensional Approach
Contexts, Levels, Tools, Representations
Case Study: Genentech
Applications of Knowledge Maps
Infrastructure Foundation
Training and Performance Support
Conclusion

3. KAPS Group Knowledge Architecture Professional Services (KAPS)
Consulting, strategy recommendations
Knowledge architecture Maps
Partners – Convera, Inxight, Entopia, and others
Taxonomies: Enterprise, Marketing, Insurance, etc.
Taxonomy customization
Biotech and Pharma Experience
Genentech, Chiron, etc.
Intellectual infrastructure for organizations
Knowledge organization, technology, people and processes
Search, content management, portals, collaboration, knowledge management, e-learning, etc.

4. Introduction: What is a Knowledge Map(s)?
Four types of knowledge maps
APQC Presentation at KMWorld 2004
Process Maps
Basic tasks
Social Network Maps
Discovering Hidden Relationships
Concept Maps
Understanding the nature of knowledge
Knowledge Maps
Getting to the source and uses of knowledge

5. Introduction: What is a Knowledge Map(s)? Process and Knowledge Maps
Process Flow
Start > Place Order > Schedule Job > End
Basic Business processes
Learning Process – Classroom, on the job
Needs cyclic activities – esp information acts
Knowledge Maps
Expertise Map and Gap Analysis
Tacit Knowledge
What we must know to be expert
Needs content repositories, document

6. Introduction: What is a Knowledge Map(s)? Social Network Maps
Knowledge Flow - People
Who do you talk to? How often?
Who provides you with answers?
Who do you trust?
Cross Organizational
Formal and Informal Communities and Teams
Graphic representation of problems
Blocks, outliers, missing links
Surveys and software monitoring behavior

7. Social Network Analysis Visualization + Algorithms

8. Social Network Analysis Visualization + Algorithms

9. Introduction: What is a Knowledge Map(s)
Introduction: What is a Knowledge Map(s)? Concept Maps: Education – Joseph Novak

11. They are all knowledge maps Knowledge is information plus contexts
Introduction: What is a Knowledge Map(s)? Integration of All Four Types + More
They are all knowledge maps
Knowledge is information plus contexts
Contexts:
Tasks – Process, work flow, applications, technology
Organizational Context – Procedures and Technology Infrastructure
People – Community Catalogs, Social Network Analysis
Intellectual – Concept Maps (Plus Metadata, Taxonomy)
The Map is not the territory
Variety of Representations and Outputs
Variety of subjects and methods

12. Representations + Recommendations
Introduction: What is a Knowledge Map(s)? Integration of All Four Types + More
Representations + Recommendations
MapQuest – Map and Directions
Not an academic exercise – need to get somewhere
Descriptions
Lists, Catalogs, Taxonomies
Databases, Table views
Analytical
Reports, stories, Statistical
Visual and Algorithmic

13. Strength of Different Representations
Introduction: What is a Knowledge Map(s)? Integration of All Four Types + More
Strength of Different Representations
Visual Maps – easy to grasp relationships
Text – Directions – complex relationships
Taxonomy – capture formal relationships
Incorporate into applications
Statistical Representation – Community Personalization
Important to match the map to the content and purpose
Complete Model(s)
Customization = selection of appropriate elements
Scale of Map – tied to project outcome

14. Introduction: What is a Knowledge Map(s)? Scales of Knowledge Maps
Project
Training initiative
Software – video, web conferencing
Department
Training Web Site
New Department or new strategic direction
Enterprise
Enterprise LMS, LCMS, CM
Learning Organization - KM and Learning - Merging

15. How to do a Knowledge Map Complete Model(s) – Three Levels
Level 1 – Foundation
Contextual Interviews, High Level Characterization
Identify all relevant contexts
Level 2
Contextual Interviews round 2, Focus Groups, Surveys
Content and Community Catalog
Level 3
Ethnographic studies, Social Network Analysis
Content Analysis and Metadata
People Taxonomy (Bloom’s, Learning Styles)

16. How to do a Knowledge Map Contextual Interviews – Level 1 & 2
Target – People and Procedures
Project owners and key team members
Departmental Stakeholders
Business Unit Stakeholders
Potential competitors and collaborators
Format
1 Hour, semi-structured Interviews
Selection from a range of questions
Balance of formal and serendipity

17. How to do a Knowledge Map Contextual Interviews – Level 1 & 2
Outcomes / Benefits
Broad Overview, Goals – Strategic context
Technology and Procedures
Understand the set of contexts within which the project exists
Identify specific content, communities, processes
Broad range of input
Ensure all views are represented
Identify candidates for research
Focus Groups, Survey
Discover unknown synergies

18. How to do a Knowledge Map Focus Group – Level 2
Target – People and Activities
User Community Representatives
Project team – ex. Training org that supports users
Format
½ day to 2 days
Equipment – a conference room and multi-colored Post-Its
Questions and Discussions – not arguments
What information or knowledge do you need?
How valuable do you think each information source is?

19. How to do a Knowledge Map Focus Group – Level 2
Outcomes / Benefits
Set of Reports, Table representation
Achieves meaningful results in a short time
Cross-functional participation
Beginnings of a dialogue
Understand user information needs and behaviors
Understand high value information
Content suggestions, identify gaps
Supplements interviews and surveys
Provides input into surveys and ethnographic study

20. How to do a Knowledge Map User Survey – Level 2
Target – People and Activities
Everyone – broadest possible
Community Analysis after the survey
Format
Web Based – easier analysis than
Variety of Types of Questions
Demographics
General Information Behaviors and Needs
Project Specific
Multi-dimensional Questions

21. How to do a Knowledge Map User Survey – Level 2
Outcomes / Benefits
Direct Input – Anonymous
Broad view – important to get high response rate
Relative importance of elements and direction
Objective, non-political results
Sell the Project!
Good Statistics and novel input

22. How to do a Knowledge Map Content Analysis – Level 2 & 3
Target - Content
Structured (20%) and unstructured (80%)
Internal and External
Format
Level 1 - Content Catalog
High Level & Multiple Characterization
Subject matter categories or clusters, facet or type
Level 2 - Content Structure
Metadata, Controlled Vocabularies
Taxonomies – formal and informal
Library Science + Cognitive Science

23. How to do a Knowledge Map Content Analysis – Level 2 & 3
Outcomes / Benefits
Catalog – Browse Taxonomy
Faceted Navigation
Metadata standards and implementation plan
Dublin Core+, SCORM
Formal vocabulary taxonomy
Resource for variety of projects
Web site, search, CM, Competitor Intelligence
LMS, LCMS
Learning projects - communication

24. How to do a Knowledge Map People Analysis – Level 2 & 3
Target - Communities and Activities
Formal and informal communities
Communication Flows
Expertise
Business and Knowledge Processes
Format
Social Network Analysis
Focused surveys, follow up interviews
Knowledge and Process Analysis
Cognitive science, modeling, interview expertise

25. How to do a Knowledge Map People Analysis – Level 2 & 3
Outcomes / Benefits
Variety of knowledge maps
Social network maps, process maps, expertise maps
Learning style, persona representation
Visual representations
Easy to see (and sell) information issues
Analytical tool
Evaluate processes
Identify expertise gaps

26. How to do a Knowledge Map Research: Tools
Categorization
Inxight, ClearForest, etc.
Knowledge Management Platform
Entopia, Hyperwave, etc.
Metadata Analysis
Search and Metabot
Search and Web Log Analysis
Web Trends, home grown
Primary Tool – Human Brain

27. Knowledge Map Case Study: Genentech
Multi-dimensional Project
Group Web Site – findability issues
Need design that won’t call for constant re-designs
Need for standardization
Growth of Group and Genentech
Learning Components
Names and Metadata
Training Offerings
Need More Cross Product and Non-Clinical Training
Internal Organization and Information Needs
Network Share Folder

28. Case Study - Project Methodology Three Person Team
Chief Knowledge Architect
Lead, Strategic Recommendations, Design survey and Interviews
Participate in interviews, content analysis
Knowledge Architect
Content analysis, Taxonomy and Metadata
Participate in interviews – project context
Information Architect
Interviews, survey questions and analysis
Usability perspective
Wire frame and prototype web site

29. Case Study - Project Methodology Selection of Model Elements
Foundation: 3 Complementary Techniques
Contextual Interviews, Knowledge Mapping, User Survey
Foundation – Contextual Interviews
Depth (Framework) – Knowledge Mapping Focus Group
Breadth (Details) – User Survey
Research Activities
Content Analysis, Vocabulary Analysis, Content Analysis, More Content Analysis, and More…
Web Site Design – Wire frames, Prototype UI
Multi-dimensional Project – breadth over depth
Can’t do Social Network or ethnographic

30. Case Study: Contextual Interviews
Total of 33 interviews over two weeks
Difficulty of scheduling
Most in person, some phone
Variety of Roles - Director, Managers, Coordinators, IT
18 First Round
Second round of interviews – suggested during first round
15 Second Round
Identified targets, Admin’s, Outside Department
Format
2-3 KAPS people at each interview
Notes and recordings

31. Case Study: Contextual Interviews – Focus of Interviews
Project Team Context -- mission, range of activities
Department Context –
Related web sites, data standardization projects
Genentech Context –
technology – Search and Content Management Coming
projects – Multiple Metadata projects
Broad Range of Input
Identify candidates – content, focus group, survey
Identify consensus themes – standardization, etc,

32. Case Study: Knowledge Mapping Focus Group
In-depth focus group – 4 hrs (compromise)
Deborah Plumley – K map Expert
8 Field personnel, Recent Field
Information needs and behaviors within context of sales activities
Questions:
What information or knowledge do you need?
What is the current source of this knowledge?
What do you think the importance of this information is?
What additional knowledge sources do you want?
What is the amount of time it takes you to access information?
What modes of delivery do you use, prefer?

33. Case Study: Knowledge Mapping Focus Group
Outputs
3 maps- sales process, education process, professional development
Content and delivery suggestions
Validation of group’s perception + some surprises
Conclusions
One stop shop
Importance of context – strategic, product pipeline
Benefits
Understand high value information
Identify gaps – critical skill areas
Fill in details for user survey

34. Case Study - User Survey: Major Focus of Research and Report
Research Field information needs and behaviors
450 Field personnel, 72% response rate!
Sections:
Demographic, Personas, Web site, Information - Content
Personas and Themes:
Manager, New Hire, Computer Use, Information Frequency, Product, Region
General Results
Not information centric, not computer centric
Training – done once, not critical part of job
But – strong information, science, on the job support
And – want advanced selling training

35. General Information Behavior
Case Study – User Survey: General Information Behavior – Web Site Improvements
General Information Behavior
Frequency - Highest x a week – for all sources
People-People, not Computer People
Infrequent Users – will never be power users
Managers and New Hires – more information seeking
Web Site Improvements
Easier to find information – 4.18
Clear roadmap of training – 4.02
One stop shop for training – 3.99
More informal feedback – 3.00
Strong need for context – what training and why
Information Rich Titles – Cute Name/Acronym Syndrome

36. What Kinds of Additional Material – Highest rated category
Case Study – User Survey : What Kinds of Additional Material – Anything Else
What Kinds of Additional Material – Highest rated category
Library of FAQ’s, clinical trials results – 4.36
Expert Lectures
Best Practices – 3.63
Library the single highest ranked item
Anything Else?
Great job!
Simple, voluntary, reduce time on computers
Content: videos, basic reference, web site guides
Want more support and content
Wary of too much content and computer time
Want to work with the Training Group

37. Case Study – Content Analysis Vocabularies, Web Content, Training
Web site content - catalog of content
Slow, messy, but someone has to do it
Clusters, section map, facets
Learning Vocabulary Analysis
Training terminology
User vocabulary – very different
Metadata Analysis
Standards, coordinate with other efforts
Based on user needs and vocabularies

38. Taxonomies: Web Site Browse Taxonomy
Case Study - Project Deliverables Maps – taxonomies, metadata, Recommendations
Taxonomies: Web Site Browse Taxonomy
Browse – context, associations
Field – not search people
Structure – balance of depth and breath – 4-7 items (x2)
Taxonomies: Learning Taxonomy
Standardization – Cross Product
Labels – need for more meaningful labels
Metadata and Naming Conventions
Standard – Dublin Core+, Genentech Context
Controlled Vocabularies – Training and others
Project Report and Recommendations

39. Case Study - Project Deliverables Application of Knowledge Map
New Web Site Design
Five Centers
3 Views – ordering of centers
Support both target groups
Broad, flexible framework – new content
Community based personalization
Simple Browse more important than search
One-stop shop for training – focus and survey

40. Case Study - Project Recommendations Strategic
Need More Coordination
Locate all future projects in Commercial-Wide Context
Standardization – with Genentech-Wide Context
Need to market changes – to Project Group and Customers
Culture Changes – see Aug/Sept Intranet Professional
Need to Decide - Expansion of Role and Content
Knowledge Management partner with Library, Architecture & Engineering

41. Case Study - Project Recommendations Content: Learning Taxonomy
Current terminology is inconsistent across products and confusing
Training Stages – carry little meaning
Need to coordinate various efforts within Group
Expand model of Foundation, Core, and Advanced
Continuous Learning, Technical and Genentech training, Leadership and Development, Masters
Build full controlled vocabulary
Format, purpose, subject (most difficult), learning

42. Case Study – Recommendations Future Directions – Road Map
Enhanced Offerings and Processes
Advanced Personas – Bloom’s Taxonomy, Gardner’s Intelligences
Knowledge Management Role
Learning Leader
Commercial Integration
More Resources, Serve a broader audience
Application Integration, Access to Portal
Build on Foundation – CM, Search
Categorization study – Clusters, cognitive study
Social Network Analysis – Commercial and Field

43. Case Study - Project Benefits Immediate and Long Term
Improved offerings to the field
More content and more often requested content
Enhanced findability – happier customers
Better integration of training and job support
Improved internal processes
Productivity gains for field and home
Foundation for Future Growth
Taxonomic & Linguistic
Resource for search, browse, communication
Web Site Foundation –expandable framework
Partners – Commercial, Genentech

44. Applications of Knowledge Maps Infrastructure Foundation
Multiple Knowledge Maps – Content, People, Activities
Multiple Contexts – organizational, technology, cultural
Design for integration – learning architecture
Consistent Categorization across the Enterprise
Allow applications and groups to exchange meaning
Basis for communication and collaboration
Infrastructure Solutions – built on knowledge maps
Determines what can be done in your environment
Determines how people think about project solutions
Determines how to sell projects

45. Applications of Knowledge Maps Infrastructure Foundation
Cross-Organizational Applications & Initiatives
Enterprise Content Management
Metadata, Taxonomic organization not web site or publisher
Enterprise LMS, LCMS
Support for Local Projects and Initiatives
Expertise Location, Collaboration, Communities of Practice
Continuous Learning – resources, web sites, journal clubs
Each project starts with a pre-established foundation – avoid duplication
Each project can use results of other projects – common language and understanding

46. Applications of Knowledge Maps Infrastructure Foundation
Maintenance / Extend Knowledge Maps
On-going resource – not just the start of a project
Integration with other project/department knowledge maps
Add levels of research – SNA, Learning Styles, etc.
People
Library and training – uniquely suited
Business Subject Matter Experts
Outside consultants (only if you ask nicely)
Software
Enterprise platforms
Usage metrics – watch for changes, track behavior, use
Search logs, Intranet usage, course enrollments, periodic review

47. Applications of Knowledge Maps Training and Performance Support
Gartner Group: “In 2 years E-learning will be a subset of Knowledge Management.
Or Knowledge Management will be a subset of E-learning.”
Pharmaceutical an early adopter of both
Call Centers, tech support, energy, aviation
Any industry where real time delivery and usage tracking/assessment is important

48. Applications of Knowledge Maps Training and Performance Support
Knowledge Maps basis for the integration
Learning is becoming an insider – in a community
Development of enterprise platforms
KM and Training Vendors
October EContent article
CM – Fatwire, FileNet
KM –Entopia, Hyperwave, Hummingbird
LMS – Plateau Systems, Generation21, mGen, Knowledge Anywhere

49. Applications of Knowledge Maps Training and Performance Support
Enterprise Platforms
Coordinate finding, learning, creating, utilizing, and measuring
Smart Enterprise Suite
Web Site / Educational Portal
Integrated access to education
Global Infrastructure and Local Projects
Knowledge Maps – first step
Content Management before Portal, Enterprise Platform
Knowledge Maps before Content Management

50. Applications of Knowledge Maps Training and Performance Support
Mobile worker and knowledge worker requirements
Emphasis on resources other than trainer
Peers (collaboration and communities of practice)
Experts, variety of media
Requires common vocabularies – user or learner
Community personalization
Emphasis on out of classroom activities
Need knowledge map and findable resources in context
User focus rather than publisher
Knowledge Map – standards and translation function
Integrate with learning theory, learning objects, Bloom’s taxonomy

51. Applications of Knowledge Maps Training and Performance Support
Just-In-Time Training
Train people where to find answers
Performance Aids
Targeted to right person with right level of description at the right point in the process
Agents
Find and Filter Information
Monitor student progress and provide guidance
Need powerful user and activity model
Need highly structured content model

52. Conclusion Knowledge Audit -> Knowledge Maps
Flexible set of methods
Can adapt to size and budget of project
Variety of outputs
Maps, taxonomies, metadata, road maps
Global enabling and enhancing local
Global efficiency and local creativity (& low price)
Foundation for meaningful metrics
Knowledge Maps foundation for KM – Training Integration
Knowledge Architecture and Learning Architecture

53. Questions? Tom Reamy tomr@kapsgroup.com KAPS Group
Knowledge Architecture Professional Services