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Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
Gaining Control over Content Chaos
AIIM Minneapolis Road show October 22nd, 2009
Seth EarleyPresident, Earley & Associates, Incseth@earley.com781-820-8080www.earley.com
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
What is this? What are they doing?
2
Creating
Problem Solving
Collaborating
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
And these people?
3
Finding
Retrieving
Searching
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
4
Finding
Retrieving
SearchingCreating
Problem Solving
Collaborating
Problem solvingCollaboration
Accessing informationAnswering questions
Knowledge Creation Knowledge Reuse
Working
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
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ENTERPRISE CONTENT MANAGEMENT
Spans Structured and Unstructured Processes
Finding
Retrieving
SearchingCreating
Problem Solving
Collaborating
Working
Problem solvingCollaboration
Accessing informationAnswering questions
Knowledge Creation Knowledge Reuse
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
LESS STRUCTURE MORE STRUCTURE
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Chaotic Processes Controlled Processes
Problem solvingCollaboration
Accessing informationAnswering questions
Knowledge Creation Knowledge Reuse
ENTERPRISE CONTENT MANAGEMENT
Spans Structured and Unstructured Processes
CLA
SS
of
TO
OL
BlogsBlogsRecords
Management
Records Managemen
t
Document Managemen
t
Document Managemen
t
Process Management
Process ManagementWikisWikis
Collaborative SpacesCollaborative Spaces
Instant Messaging
Instant Messaging
Email Management
Email Management
Web Content
Management
Web Content
Management
Learning Management
Learning Management
Digital Asset Managemen
t
Digital Asset Managemen
t
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
Unfiltered Reviewed/Vetted/Approved
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Lower Value Higher Value
Lower Cost Higher Cost
RELATIVE VALUE OF CONTENT
Not all content is of equal value
TYPE O
F C
ON
TEN
T
(More difficult to access) (Easier to access)
Formal Tagging/Organizing Processes
Message text
Message text
External NewsExternal News Example deliverables
Example deliverables
Discussion postings
Discussion postings
Interim deliverables
Interim deliverables
Content Repositories
Content Repositories
Success StoriesSuccess Stories
BenchmarksBenchmarks
Approved MethodsApproved Methods
Best PracticesBest Practices
Social tagging (“folksonomy”)
Structured tagging
(taxonomy)
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
Five Steps to Organizing Chaotic Content1. Understand content lifecycles and value
– Use records management processes to justify
2. Define clear ownership and governance– All content needs an owner
3. Build skills in taxonomy development and information architecture– You cannot search your way out of this
4. Build a business case to improve content processes– Focus on a process that needs improvement and enroll financial
management in baseline development and business case
5. Apply and leverage metadata as appropriate (see content lifecycle– Higher value content requires more work
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Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
• Information on content management strategy
• Free webinars• White papers and research
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Contact:Seth EarleyPresident, Earley & Associates, Incseth@earley.com781-820-8080www.earley.com
Register at www.earley.com and download:
• Topics include:– Content analysis– Taxonomy and metadata– Search and search integration– Content lifecycles
Earley & Associates is now offering the AIIM Information Organization and Access course.
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
Organizational Strategy
Business Unit Objectives
Increase customer satisfactionIncrease customer satisfaction
Expand offeringsExpand offerings Develop new marketsDevelop new markets
Business Processes
Customer SupportCustomer Support Customer acquisitionCustomer acquisition
Underwriting Applications
Underwriting Applications
Claims Processing
Claims Processing
Sales and Marketing
Sales and Marketing
Processes enable objectives
L I N K
A G
E
Alignment, linkage, measurement
Product DevelopmentProduct Development
Content Sources
Grow top line revenueGrow top line revenue
Content supports processes
Objectives align with strategy
Working here (tools,
technology, IA, search,
etc)
Measuring here (micro
level - effects)
Measuring here (macro
level - outcomes)
CEO- “Show me how this project will increase our revenue”
Copyright © 2009 Earley & Associates Inc. All Rights Reserved. 10
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
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Core CapabilitiesDocument/Content/Management:• Strategy and requirements planning• Taxonomy, Metadata, Object modeling• Audit and analysis• Migration • Tagging and indexing • Lifecycle and workflow planning• Technology selection, RFP development• Governance
Taxonomy & Metadata:• Taxonomy strategy• Taxonomy development (for e-
commerce, faceted search, ECM, DAM, enterprise taxonomy, thesauri)
• Taxonomy evaluation and testing• Taxonomy implementation • Taxonomy governance and training• Taxonomy tool selection• Metadata standards development• Metadata schema design• Metadata governance
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Digital Asset Management:• DAM strategy• DAM taxonomy• DAM technology evaluation• Asset lifecycle management• Marketing resource management (MRM)
Information Architecture/Usability:• Usability studies (site, navigation, taxonom
y)• Wireframes and IA design
Search:• Search audit and user testing• Search strategy and ROI analysis• Taxonomy for faceted search and search
optimization• Search deployment • Search and business intelligence• Search tuning and SEO• Search technology evaluation/tool
selection
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
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Focus: Information Architecture Services
Founded: 1994
Personnel: Twenty-five core team consultants, plus a network of other top industry experts
• taxonomy specialists• search experts• information architects• usability professionals• process consultants• 7 MLIS and 4 Ph.D.s
Headquarters: Boston, MA
Earley & Associates Inc. At a Glance
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Consulting Philosophy: • Solutions based on business context and goals• Four Pillars - People, Content, Process, and Technology
Copyright © 2009 Earley & Associates Inc. All Rights Reserved.
13
• Co-author of Practical Knowledge Management from IBM Press
• 14 years experience building content and knowledge management systems, 20+ years experience in technology
• Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies
• Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application. http://finance.groups.yahoo.com/group/TaxoCoP
• Co-founder Search Community of Practice:
http://tech.groups.yahoo.com/group/SearchCoP
Seth Earley, Founder & President
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