Real World Examples of Succesful Enterprise Content Management Strategies

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Presentations based partly on information Andy and I pulled together for our book, and partly from the Oracle "Survive or Thrive" webcasts.

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  • Real World Examples of Succesful Enterprise Content Management Strategies

    1. 1. Real World Examples of Successful ECM Strategies Brian “Bex” Huff Chief Software Architect
    2. 2. Agenda <ul><li>What problems does ECM solve? </li></ul><ul><li>Why initiatives sometimes fail </li></ul><ul><li>How to define and measure success </li></ul><ul><li>Examples of success </li></ul><ul><li>Tips for success </li></ul>
    3. 3. Problems Solved With ECM <ul><li>Explosion of content, contributors, and consumers </li></ul><ul><li>Costs of storing, organizing, processing and retrieving content </li></ul><ul><li>Compliance requirements: policies, procedures, audits, etc. </li></ul><ul><li>Easy knowledge capture </li></ul><ul><li>Adding context to content to aid its re-use </li></ul><ul><li>Assurance of quality, reliability, and security </li></ul><ul><li>Making content findable, usable, and re-usable </li></ul>
    4. 4. Why do ECM Initiatives Fail? AIIM 2007 Survey: <ul><ul><li>Underestimated process and organizational issues (44%) </li></ul></ul><ul><ul><li>Lack of knowledge or training among our internal staff (32%) </li></ul></ul><ul><ul><li>Project derailed by internal politics (30%) </li></ul></ul><ul><ul><li>Uneven usage due to poor procedures and lack of enforcement (29%) </li></ul></ul><ul><ul><li>Underestimated the effort to distill and migrate content (21%) </li></ul></ul><ul><ul><li>Excessive &quot;scope creep&quot; (20%) </li></ul></ul>
    5. 5. Why do ECM Initiatives Fail? (cont.) <ul><ul><li>Failed to address taxonomy and metadata concerns (19%) </li></ul></ul><ul><ul><li>Low user acceptance due to poor design or clumsy implementation (18%) </li></ul></ul><ul><ul><li>Failed to think of benefits and issues outside of our business unit (16%) </li></ul></ul><ul><ul><li>Poorly defined business case (16%) </li></ul></ul><ul><ul><li>Lack of knowledge and training amongst external staff and suppliers (13%) </li></ul></ul><ul><ul><li>Budget was overrun (13%) </li></ul></ul><ul><ul><li>Failed to prioritize high-value content (12%) </li></ul></ul>
    6. 6. ECM is an Initiative; not an Application! <ul><li>Success is both technical, and cultural </li></ul><ul><ul><li>No software will solve all your problems </li></ul></ul><ul><li>Systems don't maintain themselves </li></ul><ul><ul><li>Every initiative should be approached with maintenance in mind </li></ul></ul><ul><ul><li>Annual/quarterly maintenance objectives should be defined and followed </li></ul></ul><ul><ul><li>Just like a car: preventative maintenance is cheaper in the long run </li></ul></ul><ul><li>Content management can't manage an organization </li></ul><ul><ul><li>Executives and stakeholders must be directly involved </li></ul></ul><ul><ul><li>ECM is a living system that needs a commitment to growth </li></ul></ul>
    7. 7. Align ECM and Business Strategies <ul><li>Is your ECM strategy aligned with your business strategy? </li></ul><ul><li>How do others in your industry/market use ECM? </li></ul><ul><ul><li>will your strategy give you a competitive edge? how? </li></ul></ul><ul><ul><li>can usually only compare against their web presence </li></ul></ul><ul><li>Where do you want to be on the innovation curve? </li></ul><ul><ul><li>innovator, early adopter, early majority, late majority, laggard? </li></ul></ul>
    8. 8. Locate Information Management “Pain Points” <ul><li>Use audits and surveys to determine current state </li></ul><ul><ul><li>How usable is the system? </li></ul></ul><ul><ul><li>How many resources used to manually process information? </li></ul></ul><ul><ul><li>How much time do you spend looking for content? </li></ul></ul><ul><ul><li>How are you distributing information today? Is that a costly/manual process? </li></ul></ul><ul><ul><li>Are you following the proper policies, procedures, and governance? </li></ul></ul><ul><ul><li>Are you making your partners more successful? </li></ul></ul><ul><ul><li>Are you making your customers more successful? </li></ul></ul><ul><ul><li>Are you creating duplicate information? </li></ul></ul><ul><ul><li>Can people verify which version of content they have, and the author? </li></ul></ul><ul><li>Is ECM the optimal tool to solve the pain? </li></ul><ul><ul><li>What additional software will you need / want? </li></ul></ul><ul><ul><li>What manual processes will remain / change? </li></ul></ul>
    9. 9. Define Success Criteria <ul><li>For each project, determine precise goals </li></ul><ul><ul><li>Strategic initiatives support tactical projects </li></ul></ul><ul><ul><li>Associate a dollar value for each initiative </li></ul></ul><ul><li>Use goals to define ROI and success metrics </li></ul><ul><ul><li>Also use it to help prioritize projects </li></ul></ul><ul><ul><li>Paper-based processes and intranets usually have quick ROI </li></ul></ul><ul><li>When project is complete, measure real ROI </li></ul><ul><ul><li>Did the strategic initiative support enough tactical projects? </li></ul></ul><ul><ul><li>Did it help these tactical projects be successful? </li></ul></ul><ul><ul><li>How many internal resources were used / saved? </li></ul></ul><ul><ul><li>How much was spent on consultants / offshore resources? </li></ul></ul><ul><ul><li>Can we tune the implementation to speed up ROI? </li></ul></ul>
    10. 10. Design Goals and Metrics around Problems ECM Solves <ul><ul><li>Content explosion </li></ul></ul><ul><ul><ul><li>How much total content? How much is managed? </li></ul></ul></ul><ul><ul><li>Costs </li></ul></ul><ul><ul><ul><li>Printing, processing, </li></ul></ul></ul><ul><ul><li>Compliance </li></ul></ul><ul><ul><ul><li>Easier, faster, cheaper audits </li></ul></ul></ul><ul><ul><li>Knowledge capture </li></ul></ul><ul><ul><ul><li>Can we get more people / systems using ECM? </li></ul></ul></ul><ul><ul><li>Context management </li></ul></ul><ul><ul><ul><li>Does the information have enough context to be re-used? </li></ul></ul></ul><ul><ul><li>Assurance of quality, reliability, and security </li></ul></ul><ul><ul><ul><li>Do people trust the system? </li></ul></ul></ul><ul><ul><li>Making content findable, usable, and re-usable </li></ul></ul><ul><ul><ul><li>How much time do customers/partners/employees spend searching? </li></ul></ul></ul>
    11. 11. Measure Success; Improve Continuously <ul><li>Use your centralized ECM team to re-define strategy </li></ul><ul><ul><li>Create a plan to communicate success within organization </li></ul></ul><ul><ul><li>Stories on how one team worked with ECM to deliver greater value </li></ul></ul><ul><li>Always incorporate usability feedback into your system </li></ul><ul><li>Help your systems grow </li></ul><ul><ul><li>Security model, metadata model, new sites, new content </li></ul></ul><ul><li>Technical success measured after completion: </li></ul><ul><ul><li>Usability? Maintainability? Stability? </li></ul></ul><ul><ul><li>Scalability? Recoverability? Customizability? </li></ul></ul>
    12. 12. Eaton <ul><li>A premier diversified power management company </li></ul><ul><ul><li>Founded in 1911 </li></ul></ul><ul><ul><li>Over $13 billion in sales (2007) </li></ul></ul><ul><ul><li>Over 80,000 employees </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Better customer support: </li></ul></ul><ul><ul><ul><li>Less call center volume </li></ul></ul></ul><ul><ul><li>Reduced time to create / maintain web site </li></ul></ul><ul><ul><li>Improve web experience to gain new audiences </li></ul></ul><ul><ul><ul><li>more findable content </li></ul></ul></ul><ul><ul><ul><li>better brand </li></ul></ul></ul>
    13. 13. Success <ul><li>Separated concerns: </li></ul><ul><ul><li>Site developer, site manager, site contributor </li></ul></ul><ul><ul><li>Can re-use existing developer resources to create sites quickly </li></ul></ul><ul><ul><li>Site contributors can easily update web content </li></ul></ul><ul><li>Distributed website ownership </li></ul><ul><ul><li>120+ Websites: Public, Internal, Private </li></ul></ul><ul><ul><li>700+ Editors, 150,000+ Assets, 8,000+ Pages </li></ul></ul><ul><ul><li>Each new site is cheaper than the previous one! </li></ul></ul><ul><li>Tip: a simple security model is critical for multiple web sites </li></ul>
    14. 14. MeadWestvaco <ul><li>International packaging design and manufacturing </li></ul><ul><ul><li>22,000 employees in 30 countries </li></ul></ul><ul><li>Customers include: </li></ul><ul><ul><li>Proctor & Gamble </li></ul></ul><ul><ul><li>Coca Cola </li></ul></ul><ul><ul><li>Phillip Morris </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Consolidation of sites, simplification of management </li></ul></ul><ul><ul><li>Sites in multiple languages to grow market share </li></ul></ul><ul><ul><ul><li>Don’t just save costs; increase revenue! </li></ul></ul></ul><ul><ul><li>Easier browsing and searching </li></ul></ul>
    15. 15. Success <ul><li>Multiple truly localized web sites </li></ul><ul><ul><li>Not just translated; specifically targeted by local content owners </li></ul></ul><ul><ul><li>Easy site creation with enforced governance </li></ul></ul><ul><ul><li>Brand assets, logos, photography, look & feel </li></ul></ul><ul><li>Hard ROI from new business & print savings </li></ul><ul><ul><li>$1 million in print savings, $3 million + new revenue attributed to site </li></ul></ul><ul><li>Focused on information architecture </li></ul><ul><ul><li>Multi-level metadata model that is easy to navigate </li></ul></ul><ul><ul><li>Spent a lot of time ensuring model was accurate and maintainable </li></ul></ul><ul><li>Tip: executives won’t believe the problem needs to be solved unless you can produce metrics on waste and inefficiency . </li></ul>
    16. 16. Emerson Process Management <ul><li>Division of Emerson Electric (Fortune 200) </li></ul><ul><ul><li>Global sales of about $8B in 2008 </li></ul></ul><ul><li>15 major divisions, including: </li></ul><ul><ul><li>Analytical & Measurement Instrumentation </li></ul></ul><ul><ul><li>Control Valves </li></ul></ul><ul><ul><li>Process Control & Management Systems </li></ul></ul><ul><ul><li>Maintenance & Optimization Software </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Reduce costs </li></ul></ul><ul><ul><li>Help speed up collaboration on new products </li></ul></ul>
    17. 17. Emerson Success <ul><li>Emerson eDocs </li></ul><ul><ul><li>200+ Intranet, Extranet, and Public web sites </li></ul></ul><ul><ul><li>3.5 Million content items, 3 terabytes, 1400 contributors </li></ul></ul><ul><li>Hard Savings: </li></ul><ul><ul><li>Reduction in printing / shipping paper costs: >$720k </li></ul></ul><ul><ul><li>Reduction of headcount / call center volume: >$200k </li></ul></ul><ul><li>Soft Savings: </li></ul><ul><ul><li>Instant access to product specifications, and design documents </li></ul></ul><ul><ul><ul><li>Partners, customers, and employees more successful </li></ul></ul></ul><ul><ul><li>Faster time-to-market with new products and initiatives </li></ul></ul><ul><ul><ul><li>Less communication overhead </li></ul></ul></ul><ul><ul><ul><li>New initiatives implemented in less time </li></ul></ul></ul><ul><ul><ul><li>Effective re-use of knowledge </li></ul></ul></ul>
    18. 18. Tips for Cultural Success <ul><li>Conway's Law: </li></ul><ul><ul><li>“ Any organization that designs a system will inevitably produce a design whose structure is a copy of the organization's communication structure.” </li></ul></ul><ul><li>Executive sponsorship is a must </li></ul><ul><ul><li>Person who “owns it” must have authority </li></ul></ul><ul><ul><li>Without it, your deployment will never scale beyond line-of-business app </li></ul></ul><ul><ul><li>LOBs are useful, but cannot support strategic initiatives </li></ul></ul><ul><li>Need an ECM “Center of Excellence” </li></ul><ul><ul><li>Overlapping concerns in center of excellence </li></ul></ul><ul><ul><li>Want some people in multiple groups to help communication </li></ul></ul><ul><ul><li>Help multiple departments “share in your success” </li></ul></ul>
    19. 19. Tips for Technical Success <ul><li>Gall's Laws: </li></ul><ul><ul><li>“A complex system that works is invariably found to have evolved from a simple system that worked.” </li></ul></ul><ul><ul><li>“A complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a working simple system.” </li></ul></ul><ul><li>Deploy strategic infrastructure first </li></ul><ul><li>Deploy small projects next to build success / knowledge </li></ul><ul><ul><li>Need user training, and experienced designers </li></ul></ul><ul><ul><li>Paper and intranet web initiatives have fast ROI </li></ul></ul><ul><ul><li>High-profile, low-risk, to broaden executive support </li></ul></ul><ul><li>Deploy complex projects only when you understand how </li></ul>
    20. 20. Tips for Technical Success, cont. <ul><li>Metadata model is vital, but always changing </li></ul><ul><ul><li>Good information architecture can be a game changer </li></ul></ul><ul><ul><li>Be prepared to maintain and redesign yearly </li></ul></ul><ul><ul><li>Good enterprise search is equally essential </li></ul></ul><ul><li>Simple security models are best </li></ul><ul><ul><li>Don’t use security to organize </li></ul></ul><ul><ul><li>Complex security needs more common with Collaboration/IRM </li></ul></ul><ul><li>Plan for re-use, and do it as much as possible </li></ul><ul><li>Keep an eye on scalability, but do not obsess about it too soon </li></ul><ul><ul><li>Focus on growability and interoperability </li></ul></ul>
    21. 21. Resources <ul><li>Transforming Infoglut! </li></ul><ul><ul><li>http:// bexhuff.com /books/transforming-infoglut </li></ul></ul><ul><li>Survive or thrive with ECM webcasts: </li></ul><ul><ul><li>http://oracle.com/goto/thrive </li></ul></ul><ul><li>Getting green ROI with ECM </li></ul><ul><ul><li>http:// oracle.com/goto/ecmgreen </li></ul></ul>
    22. 22. <ul><li>My Company: http:// bezzotech.com </li></ul><ul><li>My Blog: http:// bexhuff.com </li></ul><ul><li>My Self: [email_address] </li></ul>Questions?

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