Web Content Management to Web Content Operations

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Presented by Todd O'Neill at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007.

Tool implementation is over. Now what? Operate.

Planning and executing day-to-day operations for web content management can make or break your implementation. Adoption suffers since support is sparse. Strategy is non-existent because you’re focused on operational tactics. Learn how clear processes, defined services and proper expectation setting help make your implementation successful…for the long term.

After this session you will have a roadmap to establish a web content management operations functional unit. We’ll cover: process documentation; determining operational scope; defining appropriate services; creating a staffing model; determining the REAL metrics you want to track and report on.

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Web Content Management to Web Content Operations

  1. 1. Web Content Management to Web Content Operations Presented by Todd O’Neill DoingMedia @ The CM Pros 2007 Fall Summit
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Operations Components What - Services to deliver  Who - Staff to do it  How - Set Expectations  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  7. 7. 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
  8. 8. Services are processes Single or Multiple  They start and end  Clear responsibility  Measurable  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  9. 9. Service Categories Content  System  Access  Specific  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Staffing Skills  Frequency  Effort  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  14. 14. Staffing is people. Skills  Roles  Structure  Today and Near Term  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. Define Services Web Content Management To FALL 2007 SUMMIT Web Content Operations
  19. 19. Define Customers Web Content Management To FALL 2007 SUMMIT Web Content Operations
  20. 20. Define Effort Web Content Management To FALL 2007 SUMMIT Web Content Operations
  21. 21. Identify Staffing Web Content Management To FALL 2007 SUMMIT Web Content Operations
  22. 22. Operations Matrix Web Content Management To FALL 2007 SUMMIT Web Content Operations
  23. 23. 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
  24. 24. Invisible content management Lightweight  Agile  Not distracting  Web Content Management To FALL 2007 SUMMIT Web Content Operations
  25. 25. 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
  26. 26. 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

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