1. ROI When Web Content Management Meets Knowledge Management
Vera T Rhoads
Intranet Content Management Summit
San Francisco
April, 2001

2. Intranet Content Management Summit San Francisco April 2001
Outline
Overview and definitions
What is Web Content Management (WCM)?
Knowledge Management(KM) – A Tactical Definition
Web Content Management and Knowledge Management in Context
How do you know that you need either?
Web Content – the Intellectual capital of the Enterprise
Required Attributes
Content Evolution
Document Management vs. Web Content Management
Web Content Management Benefits
The combined WCM/KM process
WCM – detailed implementation steps
ROI Measurements
Bottom Line –Lessons Learned
Conclusions
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

3. Web Content Management Definition
From Chaos to Success
“A combination of well defined roles, formal processes and supporting systems architecture that helps companies contribute, collaborate on, and control page elements such as text, graphics, multimedia, and applets.”
Forrester Group
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

4. Web Content Management
Web Content Management is a PROCESS
Web Content Management System is a piece of SOFTWARE (or several integrated pieces of software) that enables the process
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

5. Knowledge Management – Tactical Definition
“Managing Knowledge” means delivering the information and data people need to be effective and efficient in their jobs
KM allows you to increase productivity and reduce costs throughout your supply chain by getting the RIGHT CONTENT to the RIGHT PEOPLE at the RIGHT TIME
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

6. Challenges of Web Content Management
Not enough resources %
Updating content/ Keeping it timely %
Getting content from within the organization %
Workflow/Version control/multiple authors %
Synchronizing multiple sites 16%
Broken Links %
Managing content for multiple browsers 10%
Moving from static to dynamic 6%
Source: Forrester Group
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

7. Web Content Management and Knowledge Management in Context
The Triumvirate of
Web Content Management
USERS
WCM
TASK
CONTEXT
Context of Use
TASK
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

8. Web Content Management and Knowledge Management in Context
The Triumvirate of
Web Content Management
Content Contributor
Focus Groups
Interviews Analysis
USERS
Types, publishing process
WCM
TASK
CONTEXT
Context of Use
Type, Culture, Timeframes, Modes of Delivery
TASK
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

9. Intranet Content Management Summit San Francisco April 2001
WCM meets KM
Information Universe
WCM KM
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

10. Content The Intellectual Capital of the Enterprise
Attributes of GOOD web content
RELEVANT
CURRENT
ACTIONABLE
AVAILABLE
RELIABLE
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

11. WEB CONTENT MANAGEMENT SYSTEMS IN ACTION
Version Control
RELIABLE
Personalization
RELEVANT
Editions Ease of deploy
Quality
CURRENT
Transaction
Multiple platforms
Schedule Editions
ACTIONABLE
AVAILABLE
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

12. Intranet Content Management Summit San Francisco April 2001
WCM and the Supranet
Intranets
Co-Brand
Extranet
WCM
Internet
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

13. Intranet Content Management Summit San Francisco April 2001
KM Meets WCM
Collaboration
According to research done by the Gartner Group:
KM adds the factor of collaboration thus
QUALITY ASSURANCE
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

14. Document Management vs. Web Content Management
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

15. Intranet Content Management Summit San Francisco April 2001
KM’s role in WCM
Optimize collaboration
Improve organizational responsiveness
Enable the reuse of knowledge (content)
Innovation
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

16. Intranet Content Management Summit San Francisco April 2001
WCM System – Anatomy
Database Repository
Data Input Templates
Meta Data
Workflow Management
Data Transformation
Data Deploy
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

17. KM and WCM beyond the buzz
Historical Evolution
Content as Corporate Intellectual Property
What is new now
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

18. Web Publishing Life Cycle
QA transformation
Content Creation
Publish Deploy
Usage Analysis
Integration
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

19. Web Content Management Life Cycle
Content Creation
Edit/Review approval of content
Version Management
Publishing/ Multi-platform deployment
Archival
Sunset of content
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

20. Intranet Content Management Summit San Francisco April 2001
Advantages of WCM
Manageability
Auditing –tracking
Empowerment of Users
Reliability – roll back capabilities
Scalability – multiple site deployment
Integrity– directory structure impacts
Control – Branding, look and feel
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

21. Intranet Content Management Summit San Francisco April 2001
Do I really need this?
What is the BUSINESS needs of my enterprise?
How would a WCM/KM strategy further promote these?
The need for speed?
Competitive pressures and user expectations ?
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

22. Intranet Content Management Summit San Francisco April 2001
Needs assessment
Your customers, members, general public
Business users
Content Contributors
Application Developers
Administrators
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

23. Web Properties Stages and Dimensions
You need a WCM when and if:
More than one web site
Updated several times a day
More than 2000 pages
There is a need for personalization
If published in several languages
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

24. Intranet Content Management Summit San Francisco April 2001
What is a template
Specific characteristics
Advantages of using templates
Template creation and deployment
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

25. Types of WCM systems in evolution
Fully integrated
Hybrid
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

26. Intranet Content Management Summit San Francisco April 2001
WCM AND XML
Multi-channel Publishing
localization for specific markets
personalized delivery
customized presentation on different devices
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

27. Intranet Content Management Summit San Francisco April 2001
WCM AND XML
XML promotes re-use
XML tools as a core component for multi-channel publishing web content management system suites.
Structured content and XML-based tools enable an infrastructure for transforming content based on the target application and delivery platform.
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

28. Intranet Content Management Summit San Francisco April 2001
WCM AND XML
Benefits of XML in Web Content Management:
Ease of Interchange
Reusability
Speed
Standards and Consistency
Multiple Devices
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

29. WCM detailed implementation steps
Requirements Assessment
Forming the team
Project management and project planning
Kick off meetings
Strategic Partnerships
Staged in implementation
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

30. WCM and KM – Overcoming Barriers to Success
Organizational
Cultural
Political
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

31. Branding Considerations
VIEW DEMO
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

32. Major Players – Strength and Weaknesses
Vignette
Broadvision
Interwoven
ePrise
Documentum
FileNet
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

33. Intranet Content Management Summit San Francisco April 2001
Advice
Build vs. BUY
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

34. Intranet Content Management Summit San Francisco April 2001
How is ROI calculated
Build the Budgets early
It will not be immediate
When to expect it
How to measure it
April 16, 2017
Intranet Content Management Summit San Francisco April 2001

35. Intranet Content Management Summit San Francisco April 2001
Questions???
Good luck on your KM/WCM initiatives
April 16, 2017
Intranet Content Management Summit San Francisco April 2001