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Content Management:  What is it and why do we do it?
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Content Management: What is it and why do we do it?

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A straightforward walk-through on what the practice of Content Management IS and WHY we do it (or SHOULD do it).

A straightforward walk-through on what the practice of Content Management IS and WHY we do it (or SHOULD do it).

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  • The business critical content is the content linked to the Strategy and published across silos because of its recognized value.
    “Business critical” means influential, visible to media, creating opinions, worth of investment in dissemination.
    The qualification of a content as “Business critical” is subject to a Directorate decision.

  • More transformation process than Production to shape the Publication and add value.
    Strong Publishing Metadata culture and model
  • The purpose of this slide is not to list all content types in an exhaustive way, but only to illustrate the variety of content types.

Transcript

  • 1. 215 – Content Management What IS it? and Why do it?
  • 2.      o o
  • 3. Published Content (available across silos) Unpublished content and working documents (sharable but not available across silos) More a question of organizational culture change More a question of process, content, tool and organization We start from here To move slowly here
  • 4. CM Model
  • 5. Scope and Views Information – Architecture Content Management
  • 6. Scope and Views
  • 7. Inbound information flows Outbound information flows Information Management perpsective Published content available accross silos Primarily focused on narrative content but possibly applicable to photos, audio, videos, and other publishable data (e.g. tables/graphs)
  • 8. BusinessObjectives How the architecture strategy supports the business strategies (Power of 3) ? How the strategy will be designed and implemented through the Target architecture? •What are our information/contents ? •Where should they be stored ? •How should they be processed? •What should be the information flows?
  • 9. Corp Strategies CM vision & objectives Targeted Information architecture Alignement
  • 10. Added-ValueVolume of Information Subject to Executive Direction Much of the content created is potentially valuable information. Not all can be identified as such, and not all are/will be used, shared and transformed, however.
  • 11. Added-ValueVolume of Information Business critical content transformation process from valuable information to added-value products. The business critical content is the content published across silos because of its recognized value. The qualification of a content as “Business critical” is subject to a Directorate decision.
  • 12. CMModel Organisation Strategy & Planning Internet Bookshop Extranet Intranet Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Linking content Taxonomy/ Ontology management Declassification Management of Structured Content Content sharing Publishing metadata management MultiMedia Web Publications Product Development Content Production Document management Records management Content Management Content structure/ modeling Content Enrichment Content Analysis Content Acquiring Content Collection Dissemination Contact management Knowledge networking Collaboration Process Collaboration/ innovation
  • 13. Production of content referentials Production of translations Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Quality management Intellectual Property Rights Content annotation/ indexing Linking content Taxonomy/ Ontology management Communication network Open Data management Declassification Management of Structured Content Monitoring impact (Analytics) Missions Conferences Distribution network Extranet Content sharing Publishing metadata management Intranet Internet Dissemination MultiMedia Web Publications Product Development Content Production Document management Records management Content Management Content structure/ modeling Content Enrichment Membership / Partnership Thematic orientations alignment Horizontal projects Priorities for work Organisation Strategy & Planning Core activities of the CM value chain Support activities Content Analysis Content Acquiring Content Collection Internal Audit Finance Human Resources Information Systems Logistics Security Legal PMOAdministration Business Intelligence Data warehouse Specialised Branding Branding Core activities of the CM value chain supporting business processes
  • 14. Production of content referentials Production of translations Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Quality management Intellectual Property Rights Content annotation/ indexing Linking content Taxonomy/ Ontology management Communication network Open Data management Declassification Management of Structured Content Monitoring impact (Analytics) Missions Conferences Distribution network Extranet Content sharing Publishing metadata management Intranet Internet Dissemination MultiMedia Web Publications Product Development Content Production Document management Records management Content Management Content structure/ modeling Content Enrichment Membership / Partnership Thematic orientations alignment Horizontal projects Priorities for work Organisation Strategy & Planning Core activities of the CM value chain Support activities Content Analysis Content Acquiring Content Collection Internal Audit Finance Human Resources Information Systems Logistics Security Legal PMOAdministration Business Intelligence Data warehouse Specialised Branding Branding
  • 15. Content Contact management Knowledge networking Collaboration Process Dissemination Content Development Content Production Content Management Content Enrichment Organisation Strategy & Planning Content Collection Monitoring impact (Analytics) Missions Conferences Distribution network Extranet Intranet Production of content referentials Production of translations Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Content annotation/ indexing Linking content Taxonomy/ Ontology management Declassification Management of Structured Content Content sharing Publishing metadata management Dissemination MultiMedia Web Publications Product Development Content Production Document management Records management Content Management Content structure/ modeling Content Enrichment Content Analysis Content Acquiring Content Collection Internet Collaboration/ innovation
  • 16. What are the type of Roles involved in the Core activities of the CM value chain ?
  • 17. Critical content producer  businesscritical  collectscontent collaborative  Storesrawmaterials  createunstructuredcontent.  powerful contentmanagement Key indicators  Added value content production (core business)  Collaborative work  Reasonable time available for CM
  • 18. Simple content producer  contenteveryday.  operational administrative  templating  automation Key indicators  Fast production  Content can be useful for KIM or not.  Few minutes to dedicate to KIM
  • 19. Information Management officer  processesimprovement  rules  controlscontentproduction   Drivesknowledgebase  Managestaxonomy Key indicators:  Does not produce content  Dedicated to CM  Support team member
  • 20. Information editor  tailor-madecontents  Customizes disseminationchannels  specificadded-value Key indicators  Produces added-value  Contributes to CM
  • 21. Consumers (internal or external)  targets  internal external  content  heterogeneous  searchcontent  tagging folksonomy Key indicators  Don’t produce content  No time for CM
  • 22. Hybrid roles  alternate  Criticalcontentproducers Consumers However, they don’t play two roles at the same moment but, depending of the context they can join a specific family.
  • 23. Information Architecture
  • 24.     
  • 25.      For each of the above Core activities: •Produced added-value •Services requirements to support this activity •Provided services through this activity •Resulting functional organization within & between activities •Identification of services-oriented activities
  • 26. Services supporting this activity   Consultation/Search  Sharing  Virtualfolders  Metadata  Profiling  Preservation,lifecyclemanagement Characteristics of most Business processes performing “Content Collection” :  Quick (not long- running)  flexible  no filter on collected information  high proportion of information loss  workgroup  Potentially recurrent Produced added-value  information folders  Qualification metadata profiling  Input
  • 27. Content Collection Content sharing Content Analysis Content Acquiring Content Collection Content contribution External databases Thematic orientations work Horizontal projects External sources Browsing/ searching Browsing/ searching External contribution Content Production Business Functional area Service Functional area Doc/record input Metadata input/ validation Content Management Content Enrichment Trigger Trigger Internal referentials
  • 28. Services supporting this activity  Templates  Metadata  Profiling  Semantic  Linking  Sharing  Versioning  Workflow  Preservation  Consultation/Search Production of translations Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Content Production Produced added-value  newcontents  metadata profiling  Translation  Input
  • 29. Delivery Content Management Sharing/ Collaboration with external partners Browsing/ searching Collaborative authoring Doc/record input Content Production Delivery Product Development Dissemination Business Functional area Service Functional area Content Collection Content Production Content Enrichment Metadata input/ validation Info supply Info supply Internal referential(s) Production of translations Production of derived outputs Production of horizontal outputs Production of narrative document Production of content fragment Content Production
  • 30. Services supporting this activity  Physical  Consultation/Search document/content  Sharing  ContextualMetadata  Semanticenrichment textmining  Metadatavalidation  Versioning  Centralized Declassification Document management Records management Content Management Produced added-value  contextualmetadata  semanticenrichment  candidatesdescriptors  knowledge  fragment
  • 31. CM information creation Content Management Business Functional area Service Functional area Content Enrichment Product Development Content Collection Content Production Is a document Is a record Delivery to Knowledge base Browsing/ searching/ Exploring Candidate descriptors Doc/record input Doc/record input Open Data management Declassification Document management Records management Content Management Metadata input/ validation Delivery to the fragment storeRecord Management Document Management
  • 32. Services supporting this activity  Document templates  Metadatastore Semanticstore  dataintegration  Taxonomymanagement  Consultation/Search Taxonomy/Knowledge  Metadata Content annotation/ indexing Linking content Taxonomy/ Ontology management Structured Content management Content structure Content Enrichment Produced added-value  authoritative metadata  taxonomies  Centralizedaccess
  • 33. CM info creation Delivery to Knowledge base Manual annotation Browsing/ searching/ Exploring Candidates descriptors submission Content Enrichment Dissemination Business Functional area Service Functional area Feedback supply Content management Product Development Dissemination Content Collection Content Production Product Development Delivery to Knowledge base Semantic Store Content annotation/ indexing Linking content Taxonomy/ Ontology management Structured Content management Content structure Content Enrichment
  • 34. Publishing metadata management MultiMedia Web Publications Editorial Management Services supporting this activity  Templates  Metadata  Profiling  Semanticenrichment  Linking  Sharing  Versioning  workflow  Preservation  Consultation/Search Produced added-value  branded  Qualification metadata profiling  Input
  • 35. CM information creation Delivery to channels Content Management Sharing/ Collaboration with suppliers Browsing/ searching Collaboration with authors/ workflow Doc/record input Editorial Management Dissemination Business Functional area Service Functional area Content Collection Content Production Content Enrichment Publishing Metadata input/ validation Publishing metadata management MultiMedia Web Publications Editorial Management Delivery to Knowledge base Local bases Internal referential(s)
  • 36. Services supporting tis activity  content/metadata  Consultation/Search  Searchstrategy  Analytics Monitoring impact (Analytics) Missions Conferences Distribution network Extranet Intranet Internet Dissemination Produced added-value  businessintelligence  customized/profiled
  • 37. Analytics Dissemination Business Functional area Service Functional area Editorial Management Content Production External channels Monitoring impact (Analytics) Missions Conference s Distribution network Extranet Intranet Internet Content management Delivery CM content Internal channels Metadata /content Distribution Search Knowledge referential Communication Business intelligence
  • 38. Taxonomy RecordsURI Management (KIM ID) Content Collection Meta-bot Document models/ templating Authors repository Security & users access Content Production Editorial Management Content/Apps Portals CM services Content Management & Content Enrichment Dissemination
  • 39.  Definitions  Benefits  Design
  • 40. Metadata  Taxonomy    Biological taxonomy place an organism in one and only one place. Kingdom Phylum Class Order Family Genus Species Animalia Chordata Mammalia Carnivora Canidae Canis C. familiari Linnaeus …
  • 41. Kingdom Phylum Class Order Family Genus Species Animalia Chordata Mammalia Carnivora Canidae Canis C. familiari Linnaeus … Pets Dogs Farm Animals Mammals But most of the time things belong to more than one category.
  • 42. Type Remarks Synonym Ring A set of words/phrases that can be used interchangeably for searching. Example: Hypertension, High blood pressure Controlled Vocabulary A list of preferred and variant terms, with defined hierarchical and associative relationships. A taxonomy is a type of controlled vocabulary. Typically used for names of countries, individuals, organizations Classification Scheme An arrangement of knowledge that does not follow taxonomy rules. Usually enumerated; e.g., Dewey Decimal Classification Thesaurus A tool that controls synonyms and identifies the semantic relationships among terms. Ontology Resembles faceted taxonomy but uses richer semantic relationships among terms and attributes and strict specification rules.
  • 43. Simple Complex Synonym Rings Authority Files Thesauri Classification Schemes Equivalence Hierarchical Associative (Vocabularies) (Relationships) Source: Amy Warner. Metadata and Taxonomies for a More Flexible Information Architecture (http://www.lexonomy.com/presentations/metadataAndTaxonomies.ppt) Taxonomies Ontologies
  • 44. JurisdictionIndustry Impact BRM ImpactForm TypeAgency AudienceKeyword Topic 0001 Legislative 1000 Judicial 1100 Executive Office of Pres 0003 Exec Depts 1200 Agriculture 1300 Commerce 9700 Defense 9100 Education 8900 Energy 7500 HHS 7000 DHS 8600 HUD 1400 Interior 1500 Justice 1600 Labor 1900 State 6900 Transport 2000 Treasury 3600 Veterans Ind Agencies Intl Orgs Application Approval Claim Information request Information submission Instructions Legal filing Payment Procurement Renewal Reservation Service request Test Other input Other transaction Agriculture & food Commerce Communica- tions Education Energy Env pro Foreign rels Govt Health & safety Housing & comm dev Labor Law Named grps National def Nat resources Recreation Sci & tech Social pgms Transport All General Citizen Business Govt Employee Native American Non- resident Tourist Special group 00 Generic 11 Agriculture 21 Mining 22 Utilities 23 Construct 31-33 Manuf 42 Wholesale 44-45 Retail 48-49 Trans 51 Info 52 Finance 54 Profession 55 Mgmt 56 Support 61 Education 62 Health Care 71 Arts 72 Hospitality 81 Other Services 92 Public Admin Federal State + Local + Other + Citizen Srvcs Social Srvs Defense Disasters Econ Dev Education Energy Env Mgmt Law Enf Judicial Correctional Health Security Income Sec Intelligence Intl Affairs Nat Resour Transport Workforce Science Delivery Support Management Controlled Vocabularies Metadata Elements
  • 45.               
  • 46. Taxonomy and Metadata in IS Systems context     EnableFindability Metadata
  • 47. Metadata Title Author Department Audience Topic Topics Metadata Values (As Taxonomy)
  • 48.          Business Taxonomies
  • 49. How can a customer pick from >5,000 faucets without quitting?          
  • 50. Controlled Vocabulary     Product Taxonomy Sports & Recreation Home Entertainment Personal Use Yard & Garden Home Maintenance Home Furnishings & Fixtures Bathroom Fixtures Beds, Mattresses, Pillows Carpets, Rugs Chairs, Sofas, Sofa Beds Desks, Cabinets, Shelves Ladders, Stools Holiday, Party Supplies Electric Fixture Lamps Heating, Cooling, Ventilation Household Container
  • 51.            
  • 52.             How Taxonomy Impacts SharePoint
  • 53. Find computers by category, weight, screen size, etc. How Taxonomy Impacts SharePoint – Faceted Search
  • 54.  By CM Topic Content Management (4) Governance (15) Search (2) Usability (5) More… By Document Type Brochures (3) Forms (3) Policies (5) Presentations (10) More… Faceted Search How Metadata Impacts SharePoint – Faceted Search
  • 55.         Health Education Finance HR News Finance Taxonomy Building in SharePoint
  • 56. HardestEasiest Method Definition Examples Facet-based Information categorized into multiple taxonomies or “stackonomies” based on unique but pervasive characteristics including topic, function, etc. Wines by region France > Alsace Wines by type White > Chardonnay Wines by price Subject-oriented Information categorized by subject or topic.  Instantive - each child category is an instance of the parent category  Partitive - each child category is a part of the parent category Water pollution, soil pollution, air pollution, etc. Functional Information categorized by the process to which it relates Employment, staffing, training Organizational Information categorized by corporate departments or business entities Human Resources, Marketing, Accounting, Research… Document Type Information categorized by the type of document Presentations, expense reports, press releases, etc. Categorization Schemas
  • 57. Method Description Automated analysis Munge, blast, crunch text to analyze corpus. Workshopping Guide group in activities to identify key concepts. Strawman Prepare best guess, then bring it to the table to discuss. Adapt Existing Vocabularies Customize internal terminology, industry standards, etc. Hybrid Combination of some or all of these methods. Taxonomy Development Methods
  • 58. Identify business case Planning & research Set-up taxonomy team Define use cases Build high- level taxonomy Build-out taxonomy detail Maintain & evolve taxonomy Validation testing & review Migrate content Interview stake-holders Key components to successful Taxonomy Project
  • 59. Document Type  Budget  Marketing Material  Policy  Presentation  Publication  Regulation  Report  Quarterly  Annual  Template Metadata Field = CM Topics  Strategic Planning and Analysis  Governance  Taxonomy and Metadata  Content Management  Knowledge Continuity  Portal Strategy and Development  Search  Usability  Presentation about Governance  Quarterly Report about Usability  Template for Portal Strategy Filtered Content How Taxonomy and Metadata surface in Search
  • 60.            Risks and Challenges
  • 61.   how why taxonomy metadata   lookforinformationindifferentways  DefineGovernance  Roles,responsibilities,policies,andprocedures   “flat” find quickly  focusedtaxonomy easily“digest”   isaniterative on-going Some Best Practices
  • 62.         Managed Metadata in SharePoint 2010
  • 63. Issue Organizational Impact Inconsistent Less than 50% of content is correctly indexed, meta-tagged or efficiently searchable rendering it unusable to the organization (IDC) Subjective Highly trained Information Specialists will agree on meta tags between 33% - 50% of the time (C. Cleverdon) Cumbersome - Expensive Average cost of manually tagging one item runs from $4 - $7 per document and does not factor in the accuracy of the meta tags nor the repercussions from mis-tagged content (Hoovers) Malicious Compliance End users select first value in list (Perspectives on Metadata, Sarah Courier) No perceived value for end user What’s in it for me? End user creates document, does not see value for organization nor risks associated with litigation and non conformance to policies What have you seen Metadata will continue to be a problem due to inconsistent human behavior The answer to consistent metadata is a mixture of manual with an automated solution that can mostly extract the meaning from content minimizing manual metadata generation, yet still providing the ability to manage content assets in alignment with the unique corporate knowledge infrastructure. Manual Metadata Mgm’t Fails 90%+ of the Time Leverage the services of a knowledgeable, proven, consultant to help with selecting and implementing such a toolset(s).
  • 64. Content Management
  • 65. • Consistent retrieval • Precision – exactly what the user wants • Recall – all of the relevant material Search • Discover colleagues working in same areas • Stimulate collaboration • Productive interactions Collaboration • Encourages return visits • Saves people time • Promotes sales and use of site User Engagement
  • 66. Select term store management located under Site Administration Edit Term Sets to accurately reflect your document libraries and content types. Term sets can be individual taxonomies or flat controlled vocabulary lists
  • 67.         
  • 68. QUERYAPI CUSTOM CONNECTOR EMAIL CONNECTOR Pipeline SEARCH SERVER QUERY PROCESSOR Query Results Vertical Applications Portals Custom Front-Ends Mobile DevicesContent Push DOCUMENT PROCESSOR Web Content Files, Documents Databases Custom Applications CONTENTAPI FAST MANAGEMENT API Index DB DATABASE CONNECTOR FILE TRAVERSER WEB CRAWLER Pipeline Email, Groupware Administrator’s Dashboard FILTER SERVER Agent DB Alerts