120 sem 5_s-sieck


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120 sem 5_s-sieck

  1. 1. A Publishers’ Overview of ContentManagement May 28, 2003 Presented to: Society for Scholarly Publishing Annual Conference Steve Sieck, EPS-USA LLC
  2. 2. Content Management OverviewAgenda Background Vendor / implementation overview STM publishing and CM Making the ROI case Future directions Resources / Contacts
  3. 3. Content Management OverviewWhat is it?CM Definitions A set of coordinated technologies and processes that allow the quick and efficient acquisition, update, storage, retrieval, re-purposing and re-use of the digital assets… owned by an enterprise and…essential to its business. • “Content Management Demystified” – EPS Ltd. An overall process for collecting, managing, and publishing content to any outlet. • Content Management Bible – Bob Boiko
  4. 4. Content Management OverviewWhere did it come from? In the beginning, there were publishing systems designed to create print publications. For electronic delivery, the files these systems generated were converted to formats used by online services such as information aggregators. With the advent of the Web, the term “content management” emerged to describe processes and systems for publishing content on a web site. Over time, publishers have become more interested in a using a single publishing process for delivery to multiple channels and formats.
  5. 5. Content Management OverviewWhat is it good for? Organizing files Form vs. content Automating routine tasks Enabling more sophisticated offerings
  6. 6. Content Management OverviewWhat does it do?“Basic” Content Management functions include: Creating content (authoring) Describing it (metadata tagging) Letting several people edit together (collaboration) Letting the right people do the right things to it (workflow) Stopping the wrong people from doing bad things (security) Keeping track of how it has changed (version control) Deciding when to display it (scheduling) Displaying it in the right standard format (templating) Allowing it to be displayed by others (syndication) Allowing it to be displayed differently to different visitors (personalization)
  7. 7. Content Management OverviewCMS vendor overview Web-centric Genre-specific (e.g. • Enterprise level Reference)  Interwoven, Vignette, • Progressive Information Documentum Technologies’ Vasont • Midrange  Microsoft Content Server ASP • Departmental • Atomz, CrownPeak  Adobe GoLive, Microsoft Technology FrontPage Open Source XML-based • Red Hat, Covalent, Zope • XyEnterprise’s Content@ Corporation • Empolis’ SigmaLink • Arbortext Enterprise Content Integration Digital Asset Management (DAM) • Context Media, Venetica, Agari MediaWare • Artesia’s TEAMS • Quark DMS
  8. 8. Content Management OverviewCurrent CM technology challenges The CMS industry remains immature and can be frustrating • 200+ CMS vendors • Poorly defined product categories • Incomplete products • Incompatible vendor solutions Cross-media publishing is still evolving • Editorial tools tied to output types • “Contextless” authoring environments • Inability to “preview” multiple media formats • Different degrees of XML implementation
  9. 9. Content Management OverviewXML and metadata XML: Basic building block of network publishing • Most metadata solutions are XML-driven Core metadata: most schemas are Dublin Core-derived Secondary metadata: often reflecting required granularity or document behaviour (versioning, updating) Tertiary metadata: often reflecting domain interest (SCORM-IMS, education; DNF, mapping location) Content identification (DOI – digital object identifier) Taxonomy, thesaurus development, hierarchical structures (some solutions include topic maps, subject clustering and visualisation techniques)
  10. 10. Content Management OverviewImplementation balancing act Manage Human Dynamics • Stakeholder requirements Gain Business Process Benefits • Competing mandates • Adopt best practices • Existing workflows • Abandon previous behaviors • Authoring interface usability • Capture time / efficiency gains • Drive business strategy
  11. 11. Content Management OverviewTechnology enabled process improvement — Current Workflow — — Target Workflow —
  12. 12. Content Management OverviewQuestions publishers should ask themselves Can our existing methodologies accommodate change or are they already struggling? How much change do we anticipate regarding our content sources? Will the number of channels we use to deliver our content increase? Can our editorial/product people manipulate content the way they want to and cope with changing needs? Are we overly dependent on key staff and/or outside suppliers? How flexible are we to innovate in response to new opportunities?
  13. 13. Content Management OverviewScholarly publishers and CM Scholarly, and especially STM, publishers have led the way • The Web was originally created for exchange of scientific papers • Authors’ and readers’ need for speed • Unique economics of scholarly publishing • Early SGML and/or XML adoption • DOI adoption via CrossRef • Electronic delivery becoming the dominant form of distribution Nearly all have implemented a CMS in some form
  14. 14. Content Management Overview Today’s publishing environment – and tomorrow’s Scholarly Publishing Supply Chain Institutional Publishers Aggregators Customers Content Packaging Distribution Usage“Authors” Gather / Secure Organize / Host / Search Procure / “Readers” / Create / Edit Add Value / Analyze Deploy Change Integration of publishing Publishers must continue Concentration of both Library focus shifting Drivers: within knowledge to add value beyond supply- and demand- from collection to creation process basic publication side participants assisting navigation Metadata, e.g. DCMI Taxonomies Collaboration e.g. ACPKey OAI DRM visionTechnologies: Data mining Linking XML/RDF
  15. 15. Content Management OverviewCM benefits – STM publishingThe perceived benefits of content management in STM publishingdepend largely on where you sit: Editors view implementing a content management solution as a way to improve process efficiency and their ability to compete effectively Production and new media managers and executives are more likely to view implementation as a way to lessen the time and expense of bringing new products to market Executives tend to have more confidence that a CMS can lead to increased revenues IT directors look for CMS to deliver a reduction in expenses Overall, most agree that efficiency and quicker time to market are driving factorsSource: Really Strategies / NYU Center for Publishing
  16. 16. Content Management OverviewScope of implementation Most STM publishers view Content Management as encompassing products on the Web and in print, with a single system or solution Primary Need for Content Management 70 61.1 60 % of Respondents 50 40 Series1 30 25.9 20 9.3 10 0 Web & print - single Web & print separate Web or other system or solution process & solutions electronic products onlySource: Really Strategies / NYU Center for Publishing
  17. 17. Content Management OverviewBuy vs. build Based on experience, most STM publishers prefer an architectural approach emphasizing selection and integration of different components CMS Technical Approach 50 44.0 % of Respondents 45 40 37.7 37.7 35 Approach Taken 30 24.5 24.0 24.0 25 20 Approach Would Take 15 Today 10 5 0 Select product Select & Develop & build integrate custom solution components solution around itSource: Really Strategies / NYU Center for Publishing
  18. 18. Content Management OverviewWhat it costs Most STM publishers have spent over $100,000 to implement CMS, and expenditures over $500,000 are not uncommon Cost to Implement CMS, Excluding Staff Costs 30 24.5 % of Respondents 24.5 25 18.9 20 15.1 15 Series1 10 5.7 5 0 Almost Less than $100,000 - $250,000 - More than nothing $100,000 $250,000 $500,000 $500,000 SpendingSource: Really Strategies / NYU Center for Publishing
  19. 19. Content Management OverviewMaking the case for investment — Business Case Elements — Increased Revenues Decreased Costs Strategic Advantages Greater flexibility to Savings in staff time to Refocusing resources on repurpose assets for retrieve assets for re-use more strategic projects licensing and resale Reduced legal support to Consistent metadata across validate rights and the enterprise, enabling Creation of new products permissions content and distribution derived from existing assets synergies Elimination of needless Faster product recreation of assets Improved work experience development for creative teams Savings in material More effective marketing distribution costs (via Centralized asset communications digital delivery) repository enabling rapid response to new Better coordination with Streamlining of manual opportunities and supply chain partners processes and workflow challenges bottlenecks)
  20. 20. CIS ROI Drivers Content Management Overview Content Management ROI drivers: Revenue Enhancement OBJECTIVE AREA OF CMS IMPACT BENEFITS KSF’S Workflow functionality enables Customer growth Translation memory ACQUIRE NEW efficient localization to serve new No redundant translation CUSTOMERS geographic markets Effective localization Revenue Workflow coordinationGROW More timely and better targeted Campaign yields Include marketing mat’sEnhancement marketing campaigns & promotionsREVENUE in CMS Content automation enables faster Link CMS to other Market share speed to market systems KEEP EXISTING Fresher, more complete and better- Renewal rates Integrate content w/ targeted content increases customer personalization tools CUSTOMERS satisfaction Customer lifetime value Better management of content resources enables better collaboration with B2B Empower creators Frequency / length of customers (and supply chain partners) Reuse content visits Create once, publish Ability to leverage content across everywhere multiple media channels increases Relationship exit Streamlined processes Maximize Maximize mindshare / utility for customers barriers ROI ROI Integrate content w/ Fresher, more compelling content and INCREASE CUSTOMER Conversion rates personalization tools better targeting encourages more SPEND transactions Empower creators Ability to personalize tagged, databased Reuse content content facilitates cross-selling Average order size Create once, publish everywhere Ability to redeploy editorial, marketing & Streamlined processes IT staff due to CMS-enabled efficiencies New product revenue facilitates new product development and streams System standards & increased marketing capability integration LEVERAGE EXISTING Overall content & Scalable architecture Greater overall online effectiveness technology ROI Plan to support future IT & CONTENT target markets Cost INVESTMENTS Central management of content ensures consistency of marketing and branding Intangible enterprise Centralized templating / Reduction value design standards and Improved overall quality of Web offering content architecture INCREASE “BRAND Ablity to support higher Improved customer satisfaction and Content synchronization EQUITY” pricing levels & consistency by design positive word-of-mouth
  21. 21. CIS ROI Drivers Content Management Overview Content Management ROI drivers: Cost Reduction OBJECTIVE AREA OF CMS IMPACT BENEFITS KSF’S Web site content updating shifted IT head count Empower creators INCREASE EMPLOYEE from IT to content creators Reuse content PRODUCTIVITY Increased output per content creator Editorial costs / unit Create once, publish Revenue More efficient access to everywhere Time searching for info Streamlined processesEnhancements internal (B2E) content Shorter marketing campaign cycles Marketing head count Include marketing mat’s REDUCE CUSTOMER in CMS ACQUISITION COSTS More timely promotions Link CMS to other Marcom costs systems Improved access to marketing mat’ls REDUCE CUSTOMER (More satisfied current customers) Attrition costs Integrate support SUPPORT COSTS content w/ Shift to self-service support Support / TSR HC personalization tools REDUCE SITE Software purchase System vs. building with Capex parts IMPLEMENTATION COSTS Translation costs Translation memory Maximize Addressing global markets Adaptation costs No redundant ROI REDUCE SITE Static page creation translation Cost / page Effective localization MAINTENANCE COSTS Static page redesign / redevelopment Workflow coordination Software license / support Cost of ownership System standards & REDUCE IT CAPITAL Hardware / facilities Redundant facilities integration COSTS Expansion costs Scalable architecture Plan to support future Print production & mailing Prod’n & mailing costs target markets REDUCE NON-IT GOODS / Content acquisition redundancies Subscription costs Research costs Identify opportunities to SERVICES COSTS Consulting & outsourcing shift hard copy info Content management services costs delivery and acquisition Losses from errors activities to Web Cost Content integrity REDUCE LOSSES (e.g. wrong prices) Reduction Site reliability Liability for errors Integrate QA processes REDUCE REJECTS / Site outages Market reputation / brand (e.g. faulty content uploads) ERRORS Damage to brand
  22. 22. Content Management OverviewThe Holy Grail: the cycle of optimization The Media Asset Lifecycle Create/Acquire Package Distribute Use CMS / DAM • Pre-production • Access control • Multi-channel • Display versioning • Production Management • Search & retrieval • Interactivity • Rights management • Ingestion • Metadata mgmt. • Asset use metrics • Metatagging • Comprehensive archiving for reuse • Digitization • Versioning CRM • Customization • Customer data • Personalization collection/analysis • Customer experience • Marketing Optimization • Customer service • Revenue Realization Key success factors:An advanced DAM/CRM approach will: • Richness of asset identification and meta data Build business intelligence and optimize customer • Ability to assess relative value of assets profitability by leveraging database knowledge • Internal, business partner and customer connectivity Improve product development, marketing efficiency, and • Integration of content and customer knowledge management channel management tools • Understanding of key business processes impacting customer experience
  23. 23. Content Management OverviewCompleting the picture eGlobalization Customer Relationship User Management Experience Content
  24. 24. Content Management OverviewIndustry Forecast: Convergence and Consolidation CM KM Collaboration Document Web content management Categorization Search management / Taxonomies Editorial systems Visualization Collaboration Expert / Mapping locator Blogs Digital asset management Semantic Web
  25. 25. Content Management OverviewResources CmsWatch.com The Columbia Guide to Digital Publishing The Content Management Bible Seybold Publications Gilbane Report Really Strategies / NYU Center For Publishing
  26. 26. Content Management OverviewThank you! Contact: Steve Sieck Managing Partner, EPS-USA 200 East 10th Street New York, NY 10003 (917) 534-9951 (t) (646) 246-0379 (m) (212) 598-4893 (f) E-mail: steve@epsltd.com