I have talked in earlier posts about the blog “Embracing Change” that supports the sharing and documentation of the organizational change process of the CGIAR.
In this post I would like to look closer at the learning curve and the progress that I have been observing and talking about with the team over the last 2 years or so.
Learning curve step 1: The blog started in June 2008. At that time the CGIAR Secretariat had been tempted to do a blog for a while but it was really the beginning of the CGIAR change process that provided an ideal opportunity to experiment with this new media.
Step 2: The beginnings were filled with uncertainties and questions: Who will blog? What should be the tone? Do we need an editing process? How often do we need to update the blog? How official is this site? And so on. These were all legitimate questions and ended up being answered with a relative conservatism: Let’s publish official messages from the CGIAR Chair Kathy Sierra! The advantage of this approach is that many people are interested in what the Chair has to say, the inconvenient being that the message has to go through a complete editing chain, and looses the personal tone to become very institutional which– the experience proves– doesn’t really make a blog thrive.
Step 3: To boost the frequency of messages and subsequent traffic, it was decided to hire a blogger for some of the key CGIAR change events, the first being a stakeholder meeting in the Philippines in September 2008. Indeed the number of visits increased dramatically. In a related post, the event blogger Sue Parrott from GreenInk stated: “The blog, as a new channel and trendy media, generated interest among the meeting participants who responded very positively to my interview invitations. I could work very independently also I would almost have liked interviewees to be more controversial.” Due to the little experience everybody had with the blogging process, the team felt at that time necessary to revise the blog posts before posting them. The blog started to mix nicely photos, and videos with the interviews.
Step 4: The experience was considered positive and pursued in December to cover the Annual General Meeting 2008 of the CGIAR in Maputo, Mozambique. Now, Sue Parrott could post her stories without revisions!
Step 5: The Strategic Communications Meeting of the CGIAR included a great opportunity to meet with the CGIAR change Transition Management Team (TMT) and to talk about the best ways to communicate the change process. The need for a more personalized tone was emphasized by a lot of participants. This led the TMT members to follow the suggestion and write more frequent updates and to post those on the blog as TMT Journal updates. The recent donor meeting in London was another opportunity for live blogging. And new features appear on the site, like the Flickr photo gallery.
That is where we are in our learning curve right now: The blog got more ownership, and became less formal in its tone; the statistics prove the concept, as the number of visits is growing. There is still a small number of comments, and sometimes it might seem discouraging, but from our ICT-KM blog experience it is urgent to be patient: People need time to find you, and they need time to feel comfortable enough to jump into the cold water and expose themselves to “everybody”.
The next steps could include an agreement among the bloggers on who replies (more quickly) to the comments as this encourages other readers to contribute (Learning curve step 6: Always reply to the comments you get). The blog posts could also deal with and link to partner and center sites where related topics are discussed (Learning curve step 7: Cross linkages increase readership and help to raise the profile). And finally “somebody” should take over the flagship and listen to what others say about the CGIAR change process and related topics on the web, go to those sites and start an online conversation through comments and links. (Learning curve step 8: Social Media Listening is key for engagement online ).
Congratulations to the blogging team for taking up the challenge and continuous improvement!