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Metadata Management In A Social Media World, Spsbos, 2 2010


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Presentation given at the Feb 27, 2010 SharePoint Saturday event in Boston (Waltham, MA) by Christian Buckley, Senior Product Manager with echoTechnology. The premise of the presentation is that …

Presentation given at the Feb 27, 2010 SharePoint Saturday event in Boston (Waltham, MA) by Christian Buckley, Senior Product Manager with echoTechnology. The premise of the presentation is that metadata and taxonomy drive the integration and business utility of social media.

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  • 1. Metadata Management in a Social Media World
    Christian Buckley
    Senior Product Manager
  • 2. Intro & Background
    Christian Buckley, echoTechnology
    • Senior Product Manager
    • 3. Operations/Release Manager in Microsoft Advertising
    • 4. Senior Program Manager with MMS, now BPOS-D
    • 5. As a consultant
    • 6. Deployed WSS 2.0/3.0
    • 7. Sat on Global Grid Forum Marketing Council
    • 8. Deployed collaboration and supply chain solutions
    • 9. Co-founded, led collaboration, web services, and entrepreneur user groups
    • 10. Helped design and deploy E2open’s Collaboration Manager
    • 11. Co-authored 3 books on IBM Rational Clearcase and ClearQuest
    • 12. Began my career as an analyst and PM in the BI / data warehousing space
  • What is your social
    media strategy?
  • 13. What are we talking about?
    Your peer writes a review for a great book, and you click once to purchase and automatically download to your Kindle
    You add your college friends to your user profile, and later update your travel plans, only to find that two of your friends will also be in the vicinity while you are abroad
    You enter your new project requirements into your portal, and based on your description and parameters, the portal provides relevant workflows and web parts, and suggests people from your company who have current or past projects in this space as possible resources
  • 14. What are we talking about?
  • 15. Definitions
    “Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”
  • 16. Definitions
    In Biology, taxonomy is the science dealing with the description, identification, naming, and classification of organisms. “however, the term is now applied in a wider, more general sense and now may refer to a classification of things, as well as to the principles underlying such a classification.”
    “Metadata provides context for data. Metadata is used to facilitate the understanding, characteristics, and management usage of data. The metadata required for effective data management varies with the type of data and context of use.”
  • 17. Why is it important?
  • 18. The CIO Perspective
    Intellectual Property / Competition
    Support Issues
    Lack of Visibility / Transparency
    Ignorance / Apathy
  • 19. The VP of Marketing Perspective
    A globally connected team
    Online and offline access to all content
    Dynamic discovery of people, content and ideas in context to my project, my status, my relationships
    Content and concept reuse
  • 20. It’s the metadata, stupid
    • Metadata is the key to making social media work inside the enterprise
    • 21. Most social media brands are built for the individual (and ad revenue)
    • 22. Metadata makes social media visible, searchable, linkable, relevant
    • 23. Metadata is the building block of social media within SharePoint
  • Metadata 101
  • 24. Managing Metadata
    Site architecture is centrally controlled
    Metadata is always applied to content
    Site Columns and Content Types are created at site collection root
    Lists get “bundles” of columns
    Improves consistency
    Reduces metadata duplication
    Easy to update
    Easy to support and train on
    Allows document-level DIP, Workflow, Information Policies, and document templates
    Requires planning
    Requires upfront work
    Hard to manage across site collections and portals
    Site architecture is ad-hoc
    Metadata may not be applied to content
    Columns are created on lists
    Columns are combined in an ad-hoc basis on each list
    Requires no planning
    Requires little upfront effort
    Works across site collections and portals
    Decreases consistency
    Increases metadata duplication
    Hard to update
    Hard to support and train on
    Only allows list-level Workflow, Information Policies and document templates
    Difficult to reverse
  • 25. Common Migraines
    • Ad-hoc content migration leads to junk in portal
    • 26. Legacy content gets migrated slowly, if at all
    • 27. Inconsistent taxonomy across farms and site collections
    • 28. People author locally - multiplies problems globally
    • 29. Authors don’t apply metadata= “shotgun” approach to search OR Authors apply metadata without common classification = better search, but worse authoring experience
    • 30. Portal lacks high fidelity search
    • 31. User can’t find the right content
    • 32. As a result, poor portal adoption and low user satisfaction
  • Pain Relief
    • Have a plan
    • 33. Understand the policy and compliance concerns
    • 34. Be aware of how your metadata, content types, and social media components are to be managed
    • 35. Create a governance site
    • 36. Centralize your taxonomy
    • 37. SharePoint Metadata Best Practices
    • 38. Enlist your portal users
    • 39. Enlist your content authors
    • 40. Migrate your content
    • 41. Leverage your metadata
  • Create A Governance Site
    • Your users need:
    Knowledge and understanding of portal standards
    Taxonomy guidelines
    • This should be provided in a single place
  • Centralize Your Taxonomy
    • Support Single Source of Truth
    • 42. Make it consistent
    • 43. Make it centrally managed
    • 44. Make it universal across the organization
    • 45. Make it adaptable
    • 46. Reduce content types and column duplication
    • 47. Allow users to extend it (within reason!)
  • Metadata Best Practices
    • DO:
    • 48. Limit the content types and columns you use
    • 49. Create only what you will use
    • 50. Create “Root” content types
    • 51. Create top level content types and site columns
    • 52. Use the “Update list and site content types” option
    • 53. Use Link to a Document, Lookups, Choice, and BDC content types
    • 54. Use sensible column defaults
    • 55. Deploy as a Feature for reuse
    • 56. DON’T:
    • 57. Modify the OOB content types and columns
    • 58. Reinvent the wheel
    • 59. Use > 32 chars, special chars, or spaces in content type and column names
    • 60. Repeat Yourself
    • 61. Repeat Yourself
    • 62. Be too specific
    • 63. Use too many Required columns
    • 64. Forget to enforce naming conventions
    • 65. Use Folders (Except for Archives)
  • Planning your social
    media strategy
  • 66. Emerging Enterprise Technologies
    Community management tools
    Open identity
    Social CRM
    Enterprise applications gaining a social layer
    Activity streams
    Social search, analytics, and filtering
    Enterprise social media workflow
    Automated compliance monitoring
    Next-generation unified communications
    Dion Hinchcliffe, ZDNet, “Ten emerging enterprise 2.0 technologies to watch”
  • 67. Social Media in SharePoint
    My Sites
    Team Sites
    Discussion forums
    Shared calendars
    Tag clouds
    Mobile accessible
    Presence awareness
    Email archiving
    Managed Metadata Service
    Advanced routing (based on metadata)
    User profiles (My Sites)
    Status updates/activity feeds
    Knowledge mining
    Bookmarks (replaces My Links)
    Note board (Wall)
    Podcasting kit
    Social tagging
    Expertise tagging
    Wikis (including wiki edits of Team Sites)
    Share & Track tab
    Individual and team blogs
    People and social search
  • 68. Capturing the metadata
    • Standard word breaks allow us to index and find data in documents, lists, and titles
    • 69. Content types allow us to further categorize, organize, and automate
    • 70. Whether captured through word breaks, doc type, or user input, metadata allows us to take action
  • Where’s the metadata?
  • 71. Managed Metadata Service
    • Provides a service that can be consumed across site collections and farms
    • 72. Manages keywords and content types
    • 73. Still requires management, governance
  • Action plan
  • 74. Understand your requirements
    • Be familiar with the security and IP “thresholds”
    • 75. Be clear on the goal (and the business utility) of the project
    • 76. Understand the implications (economic, technical, and social) of integrating social media
    • 77. Think about the user experience
  • Recruit Your Portal Users
    • Make the process and the integrations as transparent as possible
    • 78. Provide education for new features, and explain the governance model
    • 79. Define the content types and metadata quickly, and implement into your new SharePoint environment ASAP
    • 80. Communicate
  • Recruit Your Content Authors
    • DO:
    • 81. Show them why they should care
    • 82. Train them and support them
    • 83. Automate as much as possible
    • 84. Where possible, allow them to make edits/changes to their metadata
    • 85. DON’T:
    • 86. Make your SharePoint Admins responsible for tagging content
    • 87. Annoy your authors
    • 88. Wait until integrations are in place to consult with them
    • 89. Let them migrate files without applying your metadata
  • Recruit Your CIO
    • DO:
    • 90. Understand their concerns
    • 91. Be able to mitigate each of them
    • 92. Have the data and reports to back up your plan
    • 93. Be straight-forward, and focus on the benefits/ROI
    • 94. DON’T:
    • 95. Walk in unprepared
  • Leverage Your Taxonomy
    • Apply content types to your lists and sites
    • 96. Create and modify list views
    • 97. Search:
    • 98. Setup Managed Properties in Shared Service Provider
    • 99. Use Saved Searches
    • 100. Teach users how to make Property Queries
    • 101. Modify Advanced Search to allow users to target site columns
    • 102. Use Content Query Web Parts to target metadata
    • 103. Use custom code and workflow to target metadata
  • What If It’s Too Late?
    • Recognize you are increasing your investment
    • 104. Set your policies and communicate
    • 105. Take steps to recover:
    Create your governance site
    Plan your central taxonomy
    Centralize the metadata in the governance site
    Replicate the metadata to the desired site collection(s)
    Retrain your content authors
    New content is created “Up to Code”
    Retrain your users
    Begin refresh of portal content “Not Up to Code”
  • 106. Learn and Evolve
    • Nothing is set in stone
    • 107. Portals evolve – and so will the taxonomy
    • 108. Update your taxonomy and propagate changes
    • 109. Get feedback from your business units and content authors
    • 110. Use search metrics, discussion threads, and polls for end user feedback
    • 111. Constantly refresh your governance site
  • What is your social
    media strategy?
  • 112. Feedback
    Comments or questions, or best practices advice?
    Drop me a line at
    Evaluate echo for SharePoint
    Or the new echo FileLoader for file share migrations
    Sign up for a free trial or a weekly webinar
    Visit my blog
    Follow me
  • 113. Resources
    Microsoft’s prototype for LookingGlass social media monitoring (built on SharePoint)
    Top 10 Reasons CIOs Block Social Media
    “Ten emerging enterprise 2.0 technologies to watch” Dion Hinchcliffe, ZDNet
    Are You Tweeting ‘Please Rob Me’? Sharing Data is Risky
    Office SharePoint Server 2007 site on Social Computing
    How SharePoint 2010’s Metadata Services Increase Usability
    Publish and Subscribe to Content Types in SharePoint 2010