Web Content Management
to
Web Content Operations
Presented by
Todd O’Neill
DoingMedia
@ The CM Pros 2007 Fall Summit

The Go To Person
Who knows more about how the

system works?
Or where the ghosts are?

Or the bodies are buried?

Who has the best grease to get the

wheels turning?
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

You might not be paranoid if…
When you hear “WCM” in the hallways

you flinch
People look at you funny in meetings

You need an email filter to keep your

Inbox clear
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

By the time you’re done…
You are really finished!
The last thing you want to do is
“operate” the damn thing!
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

The “last thing” you want to do
Not just operate

Plan how you’ll operate day-to-day

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Operations Components
What - Services to deliver

Who - Staff to do it

How - Set Expectations

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Services are the WIIFT
What’s In It For Them

What services will you provide

Business

IT

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Services are processes
Single or Multiple

They start and end

Clear responsibility

Measurable

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Service Categories
Content

System

Access

Specific

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Fast Food Formula
Take the order

Drop the order in the bag

Pass the bag through the window

(Have a nice day!)
Close out the register at night

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Want process with that?
Service Intake & Triage

Authoring Template

Creation/Modification
New Functionality Training

Operational Reporting

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Simple = Successful
If your services are…

Bureaucratic

Form laden

Sluggish

then

WCM stinks

Or will acquire an odor in a short time.

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Staffing
Skills

Frequency

Effort

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Staffing is people.
Skills

Roles

Structure

Today and Near Term

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Buy-in works in your favor
Worker bee level

Immediate manager level

Above your immediate unit

Laterally to IT (or business) units

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

The Operations Matrix
Benchmarks the operation

Defines services, customers and staff

Communicates present and future

needs
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Contents of the Matrix
Services defined

Customers described

Effort is defined

Staff is identified and described

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Define Services
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Define Customers
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Define Effort
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Identify Staffing
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Operations Matrix
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Enough is enough
Create enough process

Provide enough service

Staff enough people

Provide enough reports

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Invisible content management
Lightweight

Agile

Not distracting

Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

Strong Operations Function
Easier post-implementation

Quickly demonstrates the business

value of this significant investment
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations

For…
More Information, visit

www.toddoneill.com
The slides, visit

http://www.slideshare.net/toddoneill
or watch for the link for all of the
conference slides
Web Content Management
To
FALL 2007 SUMMIT Web Content Operations