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ROI ROI When Web Content When Web Content
Management Meets Knowledge Management Meets Knowledge
ManagementManagement
Vera T RhoadsVera T Rhoads
Intranet Content Management Summit Intranet Content Management Summit
San Francisco San Francisco
April, 2001April, 2001
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 2
Outline Overview and definitions
What is Web Content Management (WCM)? Knowledge Management(KM) – A Tactical Definition
Web Content Management and Knowledge Management in Context
How do you know that you need either? Web Content – the Intellectual capital of the Enterprise
Required Attributes Content Evolution
Document Management vs. Web Content Management Web Content Management Benefits The combined WCM/KM process WCM – detailed implementation steps ROI Measurements Bottom Line –Lessons Learned Conclusions
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 3
Web Content Management Definition
From Chaos to Success
“A combination of well defined roles, formal processes and supporting systems architecture that helps companies contribute, collaborate on, and control page elements such as text, graphics, multimedia, and applets.”
Forrester Group
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 4
Web Content Management
Web Content Management is a PROCESS
Web Content Management System is a piece of SOFTWARE (or several integrated pieces of software) that enables the process
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 5
Knowledge Management – Tactical Definition
“Managing Knowledge” means delivering the information and data people need to be effective and efficient in their jobs
KM allows you to increase productivity and reduce costs throughout your supply chain by getting the RIGHT CONTENT to the RIGHT PEOPLE at the RIGHT TIME
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 6
Challenges of Web Content Management
Not enough resources 44% Updating content/ Keeping it timely
38% Getting content from within the organization
22% Workflow/Version control/multiple authors 22% Synchronizing multiple sites 16% Broken Links 12% Managing content for multiple browsers 10% Moving from static to dynamic 6%
Source: Forrester Group
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 7
Web Content Management and Knowledge Management in
Context
USERS
WCM
TASK Context of Use
The Triumvirate of
Web Content Management
TASK CONTEXT
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 8
Web Content Management and Knowledge Management in
Context
USERS
WCM
TASK Context of Use
The Triumvirate of
Web Content Management
TASK CONTEXT
Content Contributor
Focus Groups
Interviews Analysis
Type, Culture, Timeframes, Modes of Delivery
Types, publishing process
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 9
WCM meets KM
Information Universe
WCM KM
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 10
Content The Intellectual Capital of
the Enterprise Attributes of GOOD web content
RELEVANT CURRENT
ACTIONABLE
AVAILABLE
RELIABLE
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 11
WEB CONTENT MANAGEMENT SYSTEMS IN ACTION
RELEVANT
CURRENT
ACTIONABLE
AVAILABLE
RELIABLE
Personalization
Transaction
Multiple platforms
Version Control
Editions Ease of deploy
Quality
Schedule
Editions
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 12
WCM and the Supranet
WCM
Intranets
Internet
Extranet
Co-Brand
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 13
KM Meets WCMCollaborationAccording to research done by the
Gartner Group:
KM adds the factor of collaboration thus QUALITY ASSURANCE
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 14
Document Management vs. Web Content Management
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 15
KM’s role in WCM
Optimize collaboration Improve organizational
responsiveness Enable the reuse of knowledge
(content) Innovation
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 16
WCM System – AnatomyDatabase
Repository
Data Input Templates
Meta Data
Workflow Management
Data Transformatio
n
Data Deploy
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 17
KM and WCM beyond the buzz
Historical Evolution Content as Corporate Intellectual
Property What is new now
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 18
Web Publishing Life Cycle
Publish DeployContent Creation
QA transformation
Usage Analysis
Integration
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 19
Web Content Management Life Cycle
Content Creation Edit/Review approval of content Version Management Publishing/ Multi-platform
deployment Archival Sunset of content
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 20
Advantages of WCM Manageability Auditing –tracking Empowerment of Users Reliability – roll back capabilities Scalability – multiple site deployment Integrity– directory structure impacts Control – Branding, look and feel
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 21
Do I really need this?
What is the BUSINESS needs of my enterprise?
How would a WCM/KM strategy further promote these?
The need for speed?
Competitive pressures and user expectations ?
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 22
Needs assessment
Your customers, members, general public
Business users Content Contributors Application Developers Administrators
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 23
Web Properties Stages and Dimensions
You need a WCM when and if:
More than one web siteUpdated several times a dayMore than 2000 pagesThere is a need for personalizationIf published in several languages
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 24
What is a template
Specific characteristics Advantages of using templates Template creation and deployment
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 25
Types of WCM systems in evolution
Fully integrated Hybrid
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 26
WCM AND XML
Multi-channel Publishing localization for specific markets personalized delivery customized presentation on different
devices
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 27
WCM AND XML
XML promotes re-use XML tools as a core component for
multi-channel publishing web content management system suites.
Structured content and XML-based tools enable an infrastructure for transforming content based on the target application and delivery platform.
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 28
WCM AND XML
Benefits of XML in Web Content Management:
- Ease of Interchange- Reusability- Speed- Standards and Consistency- Multiple Devices
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 29
WCM detailed implementation steps
Requirements Assessment Forming the team Project management and project
planning Kick off meetings Strategic Partnerships Staged in implementation
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 30
WCM and KM – Overcoming Barriers to
Success
Organizational Cultural Political
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 31
Branding Considerations
VIEW DEMO
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 32
Major Players – Strength and Weaknesses
Vignette Broadvision Interwoven ePrise Documentum FileNet
April 18, 2023 Intranet Content Management Summit San Francisco April 2001 34
How is ROI calculated
Build the Budgets early It will not be immediate When to expect it How to measure it