Final Next Generation Content Management


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Presented by Tony Pietricola at the CM Pros Fall 2007 Summit, November 26, 2007.

This slide deck addresses:
- The future of websites and WCM
- Understanding the staying power of Web 2.0
- Integrating Web 2.0 and WCM strategies even though they are counter to each other
- Companies putting this to use

Published in: Technology, Education
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Final Next Generation Content Management

  1. 1. Content 2.0: Next Generation Content Management Tony Pietrocola, president [email_address]
  2. 2. Agenda <ul><li>Current Situation </li></ul><ul><li>Where we’re going </li></ul><ul><li>Drivers of change </li></ul><ul><li>Will Content 2.0 catch up to Web 2.0 </li></ul><ul><li>Intersection of WCM and Next Generation Web </li></ul><ul><li>Content Routing </li></ul><ul><li>RDF Semantic Technologies </li></ul><ul><li>Q & A </li></ul>
  3. 3. Harnessing Content
  4. 4. Remember Reagan and the Pony!
  5. 5. Current Situation Please send help! <ul><li>Rigid enterprise-wide CMS implementation </li></ul><ul><li>Most content is created as individuals </li></ul><ul><li>It’s difficult to collect these artifacts </li></ul><ul><li>Format, structure and meta data are weak </li></ul><ul><li>No clear definition of “enterprise content” </li></ul>
  6. 6. It’s Thunderdome! <ul><li>Controlled by small number of individuals </li></ul><ul><li>Primary concern is publishing (multi) </li></ul><ul><li>Everyone loves their desktop </li></ul><ul><li>Existence of “low-overhead” collaboration tools </li></ul><ul><li>Global organizations with varying priorities </li></ul><ul><li>Meta data ignorance </li></ul>
  7. 7. New World Order
  8. 8. Where We’re Going Scrum anyone? <ul><li>Content “born” from multiple sources </li></ul><ul><ul><li>- Wikis </li></ul></ul><ul><ul><li>- Blogs </li></ul></ul><ul><ul><li>- Discussion groups </li></ul></ul><ul><ul><li>Flexible WCM and meta data </li></ul></ul><ul><li>Unified presentation of multiple sources </li></ul><ul><li>User generated content will shape </li></ul><ul><li>communications </li></ul><ul><li>Meta data over search! </li></ul>
  9. 9. Drivers of Change <ul><li>Consumers expect instant access to everything! </li></ul><ul><li>Digital natives entering workforce, boomers gone! </li></ul><ul><li>Control is decentralized through cross functional teams </li></ul><ul><li>Knowledge experts are taking ownership </li></ul><ul><li>Collaboration is fun, less pressure and changing </li></ul><ul><li>the way we work </li></ul>Out with the… In with the…
  10. 10. The Cold War <ul><li>Deep analysis (timeless) </li></ul><ul><li>Conflicting information </li></ul><ul><li>Consensus </li></ul><ul><li>Improvement </li></ul><ul><li>Intermediated </li></ul><ul><li>Influenced by many factors </li></ul><ul><li>Controlled </li></ul>Authority (current) Community (future) versus <ul><li>Broad observation (timely) </li></ul><ul><li>Complimentary information </li></ul><ul><li>Diversity </li></ul><ul><li>Innovation </li></ul><ul><li>Direct </li></ul><ul><li>Independent </li></ul><ul><li>Open information </li></ul>
  11. 11. Collaboration! <ul><li>Single interface access to multiple content types </li></ul><ul><li>True mobile access </li></ul><ul><li>No single geographical content source </li></ul><ul><li>Content will be recognized as an asset </li></ul><ul><li>Meta data will be usable and actionable </li></ul><ul><li>Users will control </li></ul>
  12. 12. Will Content 2.0 Catch Web 2.0 <ul><li>Web 2.0 has mainly been about: </li></ul><ul><ul><li>AJAX </li></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><ul><li>Front-end user-experience innovations </li></ul></ul><ul><li>Content 2.0 will be about: </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Device- and platform-independent </li></ul></ul><ul><ul><li>Structured content to the right people, in the right places, in </li></ul></ul><ul><ul><li>the right format, at the right time. </li></ul></ul><ul><li>Source: O’Reilly </li></ul>
  13. 13. WCM – From Control to Collaboration <ul><li>Designing next-generation enterprise search systems that combine best practices in taxonomies and tagging with search analytics, guided navigation , thesauri, clustering algorithms, and rich result interfaces . </li></ul><ul><li>and why... </li></ul><ul><li>Consumers in control </li></ul><ul><li>Explosion of video </li></ul><ul><li>Multi channel </li></ul><ul><li>Globalization </li></ul><ul><li>Structured and tagged content </li></ul>
  14. 14. Next Generation WCM Evolution <ul><li>C onversations with customers </li></ul><ul><li>are most important </li></ul><ul><li>Simplify integration of systems to </li></ul><ul><li>support customers and employees </li></ul><ul><li>Search the enterprise, conversations, </li></ul><ul><li>people and the world </li></ul><ul><li>Move ECM from enclosed back office </li></ul><ul><li>systems to engaging front office systems </li></ul>Source: Think UBS!
  15. 15. The Future <ul><li>AI – displacing human beings / human error </li></ul><ul><li>More systems will be web systems </li></ul><ul><li>REST* is gaining on SOA </li></ul><ul><li>You cannot make a better wiki, blog or forum </li></ul><ul><li>Users will choose the information sources </li></ul><ul><li>Simple programming models and languages (Rails) </li></ul><ul><li>Light-weight connecting of systems </li></ul>* Representational State Transfer To Infinity & Beyond!
  16. 16. Content Routing Source:
  17. 17. Resource Description Framework (RDF) Semantics <ul><li>What would you get in Google today? </li></ul><ul><li>“ I’m looking for a warm place to vacation and I have a budget of $3,000. Oh, and I have an 11-year-old child.” </li></ul><ul><li>Next generation: </li></ul><ul><li>The same search would ideally call up a complete vacation package that was planned like a human travel agent. </li></ul><ul><li>The Technology: </li></ul><ul><li>This is made possible with the proper WCM and search technology utilizing RDF Semantics. </li></ul>
  18. 18. Semantics and WCM <ul><li>Semantic technology encodes meanings separately from data </li></ul><ul><li>and content files, and separately from application code. </li></ul><ul><li>This enables machines as well as people to understand, share </li></ul><ul><li>and reason with them at execution time. </li></ul><ul><li>With semantic technologies, adding, changing and implementing </li></ul><ul><li>new relationships or interconnecting programs in a different way </li></ul><ul><li>can be just as simple as changing the external model that these </li></ul><ul><li>programs share. </li></ul>
  19. 19. Semantics <ul><li>Enables bridging and interconnection of data, content, and processes </li></ul><ul><li>Must define, communicate and recode the data structures </li></ul><ul><li>Semantic technologies are “meaning-centered.” They include </li></ul><ul><li>tools for: </li></ul><ul><ul><li>auto-recognition of topics and concepts, </li></ul></ul><ul><ul><li>information and meaning extraction, and </li></ul></ul><ul><ul><li>categorization </li></ul></ul><ul><li>Given a question, semantic technologies can directly search </li></ul><ul><li>topics, concepts, associations that span a vast number of sources. </li></ul>
  20. 20. Mobile Publishing: The Preferred Channel <ul><li>Mobile publishing – text, video, websites </li></ul><ul><li>139 million enabled text phones in US with 80% read rate* </li></ul><ul><li>Always on and subscribed (e.g. RSS) </li></ul><ul><li>Mobile is a unifying medium </li></ul><ul><li>Mobile is a measurement device </li></ul><ul><li>Mobile is a revenue generator </li></ul><ul><li>*Source Wall Street Journal </li></ul>
  21. 21. In summary <ul><li>Establish a conversation with your customers, your employees </li></ul><ul><li>and the market </li></ul><ul><li>Give up control and trust and involve your users </li></ul><ul><li>Meta data over search </li></ul><ul><li>Content 2.0 is about services, not systems </li></ul><ul><li>A new generation of users will expect nothing less than: </li></ul><ul><ul><li>Increased communication </li></ul></ul><ul><ul><li>Increased knowledge </li></ul></ul><ul><ul><li>Increased productivity </li></ul></ul>
  22. 22. Q&A Tony Pietrocola, president [email_address]