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Making The Transition   What To Pack, What To Buy And What To Leave Behind When Implementing A Content Management System
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Making The Transition What To Pack, What To Buy And What To Leave Behind When Implementing A Content Management System

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A Web content management system makes it easier for non-technical people to create, edit and …

A Web content management system makes it easier for non-technical people to create, edit and
publish content. If you’re considering a CMS because it is difficult to manage content on your site,
you may find the journey brings with it significant opportunities, as well as risks. Get a realistic
understanding of the effort and best practices from a team who has gone through the process,
DEED’s CareerOneStop.
Key Issues
• Buy or Build? Many organizations believe their challenges are unique. But does that mean that
a home-grown CMS system is the answer?
• New or Used? Some of the methods that have been used to create web sites have changed.
• It’s a Jungle Out There! Has your site grown like topsy-turvy? Is the content current?
Relevant? Helpful? Is it time to prune your site?

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  • 1. Making the Transition: What to Pack, What to Buy and What to Leave Behind When Implementing a Content Management System Mike Ellsworth, DEED Jane Bungum, User Strategies Riva Kupritz, Outsource Marketing 12/11/2009 1
  • 2. Agenda Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Format: Learn and Do • Case Study: CareerOneStop’s Tekne Award • How We Did It – Planning: What to Pack – Web Content Management System: What to Buy • Implementation: Examples • What Not to Do: What to Leave Behind • Conclusion
  • 3. Begin with the end in mind . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop CareerOneStop redesign won a Tekne 12/11/2009 3
  • 4. Begin with the end in mind . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • DEED and MnSCU collaborated to redevelop CareerOneStop.org, integrating a new web content management system, a web site search engine and a new information architecture and taxonomy. • The site is now the premier source for career information, with a greater breadth of data than any other public or private site. • CareerOneStop.org serves more than 24 million unique visitors each year and its new look has garnered mentions by ABC News as well as financial commentator Suze Orman. 12/11/2009 4
  • 5. Our Task Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • CareerOneStop was overdue for a redesign • Site had grown over a decade • Needed to change: – Graphic and site design – Overloaded content – Way pages were published 12/11/2009 5
  • 6. From this . . . 12/11/2009 6
  • 7. From this . . . 12/11/2009 7
  • 8. To this . . . 12/11/2009 8
  • 9. We Had to Deal with . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Multiple taxonomies • Multiple audiences • Multiple Web sites: – CareerOneStop.org – ACINet.org – ServiceLocator.org 12/11/2009 9
  • 10. COS Taxonomy: One View
  • 11. COS Taxonomy: Composite of Multiple Sources Taxonomy A Taxonomy B Taxonomy C Earley O*Net Endeca Dimensions Paying for Education Education and Training Certifications Facets Paying for Education COMPOSITE Skills Locations Videos -Worker Occupations -Characteristics Related Occupations - Requirements Locations - Experience Employers -Occupation - Characteristics - Requirements - Information
  • 12. We Had to Develop . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Content Development Lifecycle (CDLC) 12/11/2009 12
  • 13. We Had to Develop . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop WCMS-specific structures: 12/11/2009 13
  • 14. We Had to Develop . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Infrastructure: 12/11/2009 14
  • 15. We Had to Develop . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Information systems: Personalization Business context Taxonomy Change Process Stakeholder Any Initiate Change Process .com Business Owners Assess Business Impact Domain Publishing Domain Administrative Assess Implement Content Impact change Solutions/Site Management Online Assess Site Impact Content metadata metadata Information Intrinsic Structural metadata metadata 12/11/2009 … 15
  • 16. We Had to Develop . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Our people: 12/11/2009 16
  • 17. Clearly, Our Approach Couldn’t Be Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Shovelware 12/11/2009 17
  • 18. But there are pitfalls . . . Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Graphically pleasing – fancy – design can work against you • Take this test: • What is the population of the United States? • Ready? • Go! 12/11/2009 18
  • 19. Many looked right at it! 12/11/2009 20
  • 20. How We Did It Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Planning: What to Pack – Stakeholder Viewpoints – Content Inventory – Web Monitoring & SEO – Organizational Readiness – Process Training & Support – Audience Research – Site Structure • Web Content Management System: What to Buy
  • 21. Stakeholder Viewpoints Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Leadership/Sponsors • Mission & Vision • Business Objectives • Key Audiences • Content Contributors
  • 22. Stakeholders: Leadership/Sponsors Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Obtained extra funding for the effort • Constant opportunities to review • At one point, all work was stopped pending executive review 12/11/2009 23
  • 23. Stakeholders: Mission & Vision Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Vision: • Provide innovative electronic tools and Web sites that connect individuals and business to the workforce investment system, foster talent development, and support economic development strategies for regional competitiveness. Mission: • Build and disseminate innovative, customized, self-service Web- based solutions by connecting individuals to the workforce investment system and fostering talent and economic development through universal access to resources that assist a wide-variety of customers make informed career, talent, and workforce development decisions in a globally competitive workforce. 12/11/2009 24
  • 24. Stakeholders: Business Objectives Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Implement a demand-driven, integrated suite of Web sites that provide workers with the information, guidance, job search assistance, supportive services, and training they need to get and keep good jobs in high- growth/high-demand industries and occupations • Improve self-service options for customers of the workforce investment system by leveraging the investments already made in the National Electronic Tools • Provide timely, relevant, and attainable information on career opportunities for the nation, states, and local areas through interactive tools that identify local One-Stop Career Centers, businesses likely to employ workers with those skills, and other relevant services. • Develop Web-Services to established public sector Job Banks and DOL partner organizations to promote broad access and foster use of resources available on CareerOneStop’s suite of Web sites. • Assist businesses find workers with the skill sets they need by providing demand-driven information, tools, and products for use by the workforce investment system and its customers. 12/11/2009 25
  • 25. Stakeholders: Business Objectives Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Redesign and re- architect COS to make it more user-friendly, accessible, and responsive • Increase awareness of COS • Increase traffic to the site 12/11/2009 26
  • 26. Stakeholders: Key Audiences Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Jobseekers • Career Counselors • Employers • Economic Developers (public and private) 12/11/2009 27
  • 27. Stakeholders: Key Audiences Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Jobseekers • Career Counselors • Employers • Economic Developers (public and private) 12/11/2009 28
  • 28. Stakeholders: Users Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • User Needs, Goals and Characteristics – Conduct audience research – SMEs claim to, but can never, completely understand the audience – Users feel it’s All About Me 12/11/2009 29
  • 29. Stakeholders: Content Contributors Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Creator —creates and edits content, can be Subject Matter Experts (SME) • Editor —tunes content message and style • Publisher — releases content for use • Administrator —manages access permissions to folders and files, user groups or roles • Consumer —reads or otherwise takes in content after it is published or shared 12/11/2009 30
  • 30. Stakeholders: Content Contributors (cont.) Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Despite best efforts, some SMEs felt disconnected from some of the processes • Develop CDLC in close collaboration with SMEs • Be aware of any regulations regarding content or technology use – OMB prohibits persistent cookies – Policy for outbound links 12/11/2009 31
  • 31. Content Inventory Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • What you have • “Consumability” • What you don’t have – Reading level • Quality – Meets business objectives – Is the content current? – Based on user feedback – SME input
  • 32. …and then Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Delete • Consolidate • Update
  • 33. Content Development Lifecycle Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Content Development Lifecycle (CDLC) defines how content is created, managed, and retired – Discovery — Identify site objectives & requirements, content, brand & messages, and target audience(s) – Definition — Establish site architecture, page types, and 3rd party applications – Design — Create graphical elements, page types, and functional specifications – Development — Preparing schemas & style sheets, components, integration – Deployment — Publishing site through CMS (final testing, training) – Dedication — Ongoing process of managing content to keep site fresh, relevant and accurate Adapted from: www.pacific.edu/IngeniuxCMS/documents/IngeniuxProjectDefinition090606.doc 12/11/2009 34
  • 34. Accessibility (It’s the Law) Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop 12/11/2009 35
  • 35. Web Monitoring & SEO Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • You can’t manage what you can’t measure 12/11/2009 36
  • 36. Web Analytics Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • What are users seeking? • How many users? • What pages are users visiting? • What terms are users searching on? • How are users getting to the site? • Where are they exiting from the site? • How long are they staying?
  • 37. Web Monitoring Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Log analysis and other techniques to determine number of visitors and where they go 12/11/2009 38
  • 38. Web Monitoring Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Monitor internal searches • Endeca
  • 39. Search Engine Optimization Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • SEO for short • Involves making your site attractive to Google, et al. • A critical question for your WCMS vendor: – Are the URLs produced SEO-friendly? – Can I set page metadata for each page? 12/11/2009 40
  • 40. Organizational Readiness Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Moving to WCMS will liberate writers, editors, publishers • Moving to WCMS will change writers, editors, publishers • Moving to WCMS will challenge writers, editors, publishers
  • 41. Process & Training Support Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Evaluate all your publishing processes – Almost all will change in some way • Evaluate your project management processes – Ensure streamlined procedures – Implement workflow • Train everyone – Introduce User Centered Design – Train on tools, project concepts, procedures
  • 42. Building Blocks of UX Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop User Creation Maintenance Publishing Consistent, Easy, Experience Global Access Role-Centered Design Content CV’s Information Architecture Metadata Architecture Content Framework Integrated Systems Architecture Technology Repositories Tools Network Change Management Business Processes Business Requirements Organization & Governance Roles & Responsibilities Skills Operations Ongoing Training and Education 12/11/2009 43
  • 43. Usability and User-Centered Design Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • How users acquire, process, and use information via the Web 12/11/2009 44
  • 44. Audience Research Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Who are they? • What do they do? – Attitudes – Behaviors – What do they want to do? • What do they need?
  • 45. Audience Research Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • How do people currently interact with the site? – Content – Users • Reading Levels • Goals • Broad demographic characteristics • Competing sites • Attitudes vs. behaviors – Useful Outcome: Personas
  • 46. Audience Research: Benchmark Usability Testing Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop
  • 47. Site Structure Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop
  • 48. Site Structure Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • The site structure must support transferred content • Information Architecture (I/A) informs users of the content and how it is organized • The top level I/A becomes the primary site navigation enabling users to quickly scan and form a mental model of the site • But it’s deeper than just navigation . . . How is all the information organized? • How is it labeled? – How should it be labeled? – You say tomato, I say tomaato… 12/11/2009 49
  • 49. What to Buy: Buying a WCMS Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • What is it and why do I need it? 12/11/2009 50
  • 50. What is a Web Content Management System? Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • WCMS is software for managing and publishing material on the Web – Collaboration: many users can work together to create, edit and publish content – Ease of use: users are not required to know HTML or other technical languages – Integrated authoring environment: content publishers can easily add images, graphics and multimedia files to pages – Metadata: keywords, tags and other metadata are stored with the content, improving search engine visibility 12/11/2009 51
  • 51. What is a Web Content Management System? Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • WCMS is software for managing and publishing material on the Web – Re-purposing: the same material can be easily published in different places – Separation of content from presentation: the same material can easily be presented to visitors in different formats (e.g., printer-friendly, low-graphics, PDA etc.) – Powerful linking: the CMS automatically updates links when new content is added or a URL is changed, eliminating broken links and improving the experience for site visitors. 12/11/2009 52
  • 52. WCMS: Questions to Ask Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Your questions will depend on your business requirements • Our requirements follow 12/11/2009 53
  • 53. WCMS: Questions We Asked Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Create new HTML pages and content by non- technical staff without developer assistance • Format pages using WYSIWYG editor • Support for Templates/Themes/Skins • Ease of integration with existing system architecture • Ability to manage content in existing Web pages • Role-based user management • Search engine friendly URLs 12/11/2009 54
  • 54. WCMS: Questions We Asked Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop • Review/Publish workflow and versioning • Security audit trail • Multilingual content contribution/update capability • Section 508 compliance • Price and license terms • Initial installation price and ongoing support costs • Training customization time/cost 12/11/2009 55
  • 55. WCMS: Questions We Asked Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop CURRENT OFFERING Content repository services How extensive are the product’s core content repository services? Content management How extensive are the product’s content administration administration features Publishing configuration and How extensive is the product’s publishing administration administration features? Multisite management and delivery How extensive are the product’s site definition and administration capabilities? Content management application How extensive is the product’s ability to facilitate the contribution, management, and production of content? Architecture How well does the product fit in IT environments? STRATEGY Product strategy What is the vendor’s technology and differentiation strategy for the Web content management solution? Go-to-market strategy What is the vendor’s strategy for distributing its product? Whole solution strategy What is the vendor’s strategy for customers in wide-ranging Markets? MARKET PRESENCE Company financials Is the company financially strong? Customer base How is the vendor’s focus and opportunity reflected in its customer base? Geographic presence Does the company have offices abroad to support 12/11/2009 international operations? 56
  • 56. WCMS: The Result? Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop We chose Tridion 12/11/2009 57
  • 57. Thanks Introduction Case Study How We Did It Examples What Not To Do Conclusion Workshop Contact: Mike Ellsworth Michael.ellsworth@state.mn.us Twitter: MikeEllsworth 12/11/2009 58

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