This document discusses content management (CM), including its definition, benefits, and design. CM involves organizing, storing, and disseminating content across departments. It provides value by making content easily searchable and accessible across silos. Effective CM requires changes to organizational culture and processes regarding content creation and sharing. The document outlines the various roles involved in CM and maps their relationships in a CM value chain. It also discusses the information architecture needed to support CM, including taxonomy, metadata, and content services.

1. 215 – Content Management
What IS it? and Why do it?

2. 




o
o

5. 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Unpublished content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

6. CM Model

8. Scope and Views
Information – Architecture
Content Management

9. Scope and Views

10. 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)

11. 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?

12. Corp Strategies
CM vision & objectives
Targeted Information
architecture
Alignement

13. 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.

14. 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.

15. 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

16. 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

17. 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

18. 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

19. What are the type of Roles involved in the
Core activities of the CM value chain ?

20. 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

21. 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

22. Information Management officer
 processesimprovement
 rules
 controlscontentproduction

 Drivesknowledgebase
 Managestaxonomy
Key indicators:
 Does not produce content
 Dedicated to CM
 Support team member

23. Information editor
 tailor-madecontents
 Customizes disseminationchannels
 specificadded-value
Key indicators
 Produces added-value
 Contributes to CM

24. Consumers (internal or external)
 targets
 internal external
 content
 heterogeneous
 searchcontent
 tagging
folksonomy
Key indicators
 Don’t produce content
 No time for CM

25. 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.

26. Information Architecture

27. 





28. 




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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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)

39. 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

40. 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

42. 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

44.  Definitions
 Benefits
 Design

45. 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 …

46. 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.

47. 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.

48. 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

49. 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

50. 















51. Taxonomy and Metadata in IS
Systems context



 EnableFindability
Metadata

52. Metadata
Title
Author
Department
Audience
Topic
Topics
Metadata Values (As Taxonomy)

53. 








Business Taxonomies

54. How can a customer pick
from >5,000 faucets without
quitting?











55. 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

56. 












57. 











How Taxonomy Impacts SharePoint

58. Find computers by category,
weight, screen size, etc.
How Taxonomy Impacts SharePoint – Faceted Search

59. 
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

61. 







Health Education Finance
HR News Finance
Taxonomy Building in SharePoint

62. 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

63. 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

64. 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

65. 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

66. 










Risks and Challenges

67. 
 how why taxonomy metadata

 lookforinformationindifferentways
 DefineGovernance
 Roles,responsibilities,policies,andprocedures

 “flat” find quickly
 focusedtaxonomy easily“digest”

 isaniterative on-going
Some Best Practices

68. 







Managed Metadata in SharePoint 2010

69. 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).

71. Content Management

72. • 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

73. 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

74. 









75. 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